This was a great conversation with Karissa Breen, better known as KB. KB is the founder of KBI.Media, a cybersecurity investigative journalist, and the host of KBKast. She went from tech and banking roles into cyber, built a podcast that grew into an independent media company, and is now leading KBI.Media's expansion into the United States.
We talk about why people still connect with real hosts while AI fills the internet with average content, how to get past the same five questions every guest gets asked, and why trade media and podcasts matter more as buyers move to AI search and GEO. KB also shares a story about an interview that rattled a PR team, how she stays fresh as a creator, and why so many companies never use the great content they already paid for.
Big thanks to KB for a fun, honest, and super insightful conversation!
Check out KBI.Media at https://kbi.media and the KBKast podcast at https://kbi.media/kbkast/ and make sure to connect with KB on LinkedIn at https://www.linkedin.com/in/karissabreen
Watch the full video episode on YouTube at https://youtu.be/weVyGo_wmNs
Chapters
00:00 Intro and welcome to Karissa Breen
01:14 From banking and cyber consulting to founding KBI.Media
04:01 Seeing the US market with an outside view
08:27 Serving your audience and avoiding main character syndrome
10:18 Tall poppy syndrome and always reinventing
11:37 Never above it, never below it
13:49 TBPN, OpenAI, and why audiences follow hosts
16:16 Why NotebookLM won't replace podcasters
20:59 Why AI content ends up average
22:48 AI content fatigue and the pendulum swing
24:54 Getting past the same five questions
28:16 Audience obsessed media and reading every word
30:41 Great UX is invisible and media is an orchestra
33:32 Ungated content and a changing media industry
35:49 GEO is the new SEO
39:24 Search doesn't stop at the first query
41:50 Why trade media matters more than ever
43:13 Forbes vanity versus what buyers actually read
47:07 When a good question rattles the PR team
49:22 Natural speech beats PR speak
53:33 What KBI.Media does
55:41 How KB stays fresh as a creator
57:52 Be a student to be a teacher
1:00:24 Why companies leave free media assets on the table
1:06:28 AI shorts versus real storytelling
1:08:51 Built on curiosity and fundamentals
1:09:34 Where to find KB and wrap up
This podcast is made possible by GTM Delta and TechForward.
Podcast site https://discopossepodcast.com
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