Content Amplified

A Masset Podcast

465+ episodes of conversations with marketers, sales leaders, and brand builders on how to create content that actually drives results.

Available onApple Podcasts·Spotify·Buzzsprout

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How to build growth content that actually moves buyers, with Erin McReynolds

with Erin McReynolds·VP of Marketing at Fremont Bank

Erin McReynolds, VP of Marketing at Fremont Bank, explains the difference between volume content, which is measured by whether it got consumed, and growth content, which is measured by what the buyer does after consuming it. Growth content influences behavior at every stage of the journey, from helping someone discover a problem they did not know they had to keeping loyal clients evangelizing, and it earns its place in the business through four pillars: contributing to pipeline, impacting revenue, shortening the sales cycle, and addressing objections. Erin breaks demand work into three jobs, creating demand so people can discover you, capturing demand when people convert, and accelerating demand by intentionally moving buyers toward a decision faster, and she argues that third job is the one most teams neglect. Her method for finding what to make is to befriend the sales team, map every touchpoint in the buyer's journey, and mine sales call transcripts for the questions and hesitations that stall deals, because sales cycles get longer when buyers have unanswered questions. The objections that show up almost everywhere are long evaluation periods, confusion about value, and the internal friction of justifying whether the business really needs the purchase, which comparison content, product education, and ROI content can preempt. On AI, her take is that it makes production cheaper and faster but cannot talk to your sales team or build the system that moves buyers forward, so her advice for this month is to optimize content for progress, not attention.

August 11, 202617 min

Why a perfect five-star rating sells worse than a 4.2, with Todd Caponi

with Todd Caponi·Author of The Transparency Sale and Former CRO of PowerReviews

Todd Caponi, author of The Transparency Sale and former chief revenue officer of PowerReviews, explains why a product with nothing but perfect five-star reviews converts at roughly the same rate as one averaging 3.25 stars. The finding came from a study his marketing team ran with Northwestern University on how buyers behave when a website is acting as the salesperson: about 96% of people read reviews before a purchase that matters, 86% specifically seek out the negative reviews first, and an average score between 4.2 and 4.5 out of five is optimal for purchase conversion. His conclusion is that presenting a solution as perfect, which both salespeople and marketers do by default, makes buying harder rather than easier, and that leading with what you give up to be great at your core is the move that works. When his own team started telling buyers which competitors were better at which things, sales cycles sped up, win rates went up, and the deals they were going to lose anyway were lost faster, and the company became Chicago's fastest growing tech company from 2014 to 2017. He argues this matters more in the AI era, not less, because more information has never made buying easier, pointing to a 1910 sales book warning that buyers know more nowadays, Arthur Sheldon's 1911 line that true salesmanship is the science of service, and Forrester's 2015 prediction that a million B2B sales jobs would vanish by 2020, which went the other way. For marketers specifically, he points to IKEA, Costco, and Slim Jim as brands that market their tradeoffs on purpose, turning the funnel into a cylinder where every lead arrives already pre-qualified, and he tells teams to start by celebrating losses out loud, putting marketing in the room for every loss review, and cultivating the themes that surface into what Tyra Banks calls flawsome messaging.

August 6, 202621 min

Why conversations close deals and content only backs them up, with Jason Gwilliam

with Jason Gwilliam·Sales Enablement Practitioner and Architect in Medical Device

Jason Gwilliam, a sales enablement practitioner and architect with 21 years in healthcare and medical device, explains why content does not close deals and conversations do. In a heavily regulated space where a single pamphlet can take months to get approved, he watched teams push new collateral out the door without ever teaching anyone how to speak to it, which he calls all for nothing. Content earns its place as reinforcement instead: his example is the scrub sink story, the 30 seconds outside an operating room where a rep lands three points about a product and then leaves a brochure or data piece behind so the customer can follow up on their own time. The delivery is what he trains, because anyone can read a brochure word for word, and the real skill is positioning it, digesting it, and pulling out the three takeaways that matter to that specific customer, which is why he tells sales leaders to read Simon Sinek's Start with Why and tells reps who cannot answer the how, the why, and the what to come back when they can. His readiness test is a single question, do you want to be comfortable or do you want to be ready, and he backs it with the 10,000 hour rule from Malcolm Gladwell's Outliers and with Tom Brady reviewing film with his quarterback coach after a win. On AI, he has been running video coaching since 2018, when the tool was IBM Watson, and his warning is that AI gives blunt feedback a manager would soften, so it only works when it is programmed for specific parameters like cadence and filler words and positioned as a development tool, with reps confident that turning it on will not get them fired.

August 4, 202620 min

How to scale content with AI without losing your point of view, with Rafael Moiseev

with Rafael Moiseev·CMO at Customertimes and Principal at Apex Strata

Rafael Moiseev, CMO at Customertimes and principal of the fractional CMO consultancy Apex Strata, explains how his team kept scaling content after losing their content manager by replacing volume with intention. He locates intention at the intersection of four questions: what you are genuinely good at, what people are actively looking for, what you can prove, and whether other people already use you as a proof point, which is why his team stopped trying to be everything to everybody and narrowed to a few topics at once. To give AI a real point of view, he builds what he calls institutional memory: interviewing the company's internal consultants about their perspective and who they follow, running a heavy analysis of their previous work to capture writing style, storing the company's bank of solutions and artifacts, and recording every thought leadership event so all of it feeds back in, with the expert moderating the output rather than drafting it. On AI search, he describes AEO as a bullet train where you either pop on or get left in the dust, since buyers no longer navigate and discover, they ask a question and get three or four vendors back, and his highest-performing play is the research report, including competitive ranking reports where he is still cited as the source even when his own company is not ranked first. He also traces one buyer end to end, from an LLM answer to the report, to a repeated thirty-minute read of the website, to the about page, to a form, to a live conversation and pipeline, tracked with nothing more exotic than HubSpot multi-touch attribution and Microsoft Clarity session recordings. His advice to a team without this machine is to audit what they publish and why, ask uncomfortable questions about positioning and product quality, and only then build a strategy, because he will not market something he does not believe in.

July 31, 202615 min

Why AI is both the best tool and a mortal threat to creativity, with Wesley Quock

with Wesley Quock·Brand Experience Leader at ExtraHop

Wesley Quock, who leads the brand experience team at cybersecurity company ExtraHop after more than 30 years in creative work, argues that AI is simultaneously the most useful tool he has ever had and a mortal threat to creativity. He traces three disruptions across his career, the move to digital that ended the print production workflow and globalized creative labor, social media plus smartphones that shortened everything into meme culture and turned everyone into a creator, and now AI, and shows how each one accelerated the devaluation and commodification of content until, as he puts it, we are all starting to be drowned in slop. He uses AI daily for research, copywriting, image creation, video production, editing, and campaign strategy, and still warns that a 14 year old can now generate a scene in the style of Miyazaki without knowing what Miyazaki went through to build that style, which is the difference between capturing a voice and actually being the thing. His counterweight is craft: he points to Photoshop and Illustrator not killing photography and illustration, and to screen printing and collage becoming real art in the hands of a Picasso or a Warhol, as proof that AI can be a new medium rather than a replacement for vision. He shares the one-word thesis assignment from art school that still shapes how he briefs creative work, why behind-the-scenes storytelling is the one thing competitors cannot rip off, and why he treats AI tools the way he would treat a junior copywriter or a video producer, writing a real brief instead of a prompt.

July 30, 202629 min

How to get your marketing team out of the execution trap, with Melissa Geertz

with Melissa Geertz·Senior Vice President of Marketing at Gray

Melissa Geertz, Senior Vice President of Marketing at Gray and a twenty-five-year marketer who started in broadcast news, explains what she calls the execution trap: the pattern where an organization taps only a fraction of its marketing team's expertise because that team is very good at executing requests. She argues teams do not fall in because they are bad at their jobs, they fall in because marketers hold a broad set of skills and touch nearly every business function, so internal communications, events, and sales enablement all land on marketing by default and marketing becomes the company catch-all. Two structural forces make it worse: sales and marketing usually sit in separate organizations measured differently, sales quantitatively on revenue, pipeline, and backlog, marketing more qualitatively on high quality work delivered at volume, which creates an unintentional divide, and a shared services model, where one team supports multiple businesses under a parent structure, amplifies the volume until the work turns transactional and the team loses the context it needs to do its best work. Her fix is organizational rather than motivational: create a dedicated business-facing role or small team that thinks and acts like an account executive, a true point of contact that knows each business's goals and strategies and gets invited to the strategy meeting, not to do the work but to be the bridge that frees the strategists to strategize, the creatives to create, and the specialists to specialize. She illustrates the shift with a request for a video, where a transactional team produces a high quality video and sends it back, while a team with context asks what problem the business is trying to solve, who it is trying to reach, and what action it wants them to take, and may conclude the real need is a way to highlight core competencies to a target customer. Melissa also pushes back on the phrase marketing needs a seat at the table, arguing the goal is not to want or need a seat but to build enough trust that the business wants marketing in the room because it makes their outcomes better, and her closing advice is to fix the structure first, then be both intentional and patient, because trust is built through consistent alignment over time.

July 29, 202620 min

How to use AI for content without failing the sniff test, with Lexi Croisdale

with Lexi Croisdale·Director of Global Content at Varonis

Lexi Croisdale, Director of Global Content at Varonis and a former journalist who became what she calls a visual storyteller, explains where content teams should sit on the spectrum between fully automated production and fully human writing. Her core argument is that the sniff test readers apply to AI content is really an authenticity test: one tell, an em dash or an overuse of emojis, can stop a reader mid scroll, and in B2B content marketing the minute you lose someone you are gone, because people who think they sniffed out AI do not give the content a second chance. She notes the strange side effect of that, which is marketers now stripping dashes out of their own style guides and subject matter experts asking to remove punctuation they have used for years, and she pushes back on the panic by pointing out that content created with a real purpose for a real audience usually survives one dash. When her leadership handed the marketing team Claude Enterprise and asked for a 10x return, Lexi's answer was to aim AI at the admin work rather than the first draft: trained agents that turn a meeting transcript into the recurring notes she already sends, and a reporting project where every channel owner drops a CSV export in and gets back the monthly report already formatted the way leadership wants to read it. She also argues that if a company expects its people to use AI it should pay for them to learn it, and that the strongest human signal a brand has is its own employees writing under their own bylines, since nobody wants to be a lead and nobody wants to talk to a robot for fun.

July 28, 202619 min

How AI shrank one marketing team from twelve to four, with Jerome Stewart

with Jerome Stewart·B2B SaaS Marketing Leader

Jerome Stewart, a marketing leader who has spent the past decade building AI powered B2B SaaS brands in the analytics and observability space after starting his career as a Peace Corps volunteer and a product manager at Microsoft, explains how he helped a deeply technical B2B SaaS company shrink its marketing organization from twelve people to four without losing output. His cover your bases framework keeps one human at the helm of each core function, creative, communications and content, marketing operations, and demand generation, because removing too many people forces one person to cover ground that still needs distinct expertise, though he notes teams of one or two marketers are in a different, more comfortable position since they were never planning to grow into a large org in the first place. Jerome walks through how he now builds reusable AI skills, a brand skill, a PowerPoint skill, a social media skill, by feeding existing blogs, transcribed podcasts, and website copy that internal stakeholders have already blessed as accurate into a tool, then stitching those skills together like Lego blocks and fine-tuning them with his own expertise to close the gap between an 80 percent AI output and a genuinely excellent one. He also names where AI quietly breaks down: content saturation, the em dash and other giveaway AI tells that trigger a yuck reaction in readers, and a widening skills gap between AI fluent early career marketers and the business writing fundamentals that predate AI. He closes with tactical advice for marketing leaders restructuring their teams around AI: review your tech stack because tools chosen a year ago may already be outdated, go deep on one AI platform since consistent use trains it, and draw a clear line between what should stay human led and what should be automated.

July 24, 202625 min

How nonlinear careers build stronger marketing leaders, with Sayo Martin

with Sayo Martin·Co-founder at PerfOps Diagnostic

Sayo Martin, co-founder of PerfOps Diagnostic and a former spoken word poet who built her career across B2B tech, energy, and consumer beauty, argues that marketing's most valuable leaders are the ones whose careers never ran in a straight line. She explains why she calls herself a cross industry marketer rather than a specialist, tracing a path from tech PR to hyper growth leader for cyber at Deloitte to founding her own firm, and makes the case that switching industries, not just switching skill sets, is often the real fix when a marketer feels stuck. Sayo introduces Performance Operations, the growth category she and her business partner are building at PerfOps Diagnostic, using the story of a U.S. president who survived being shot only to die from an infection caused by doctors probing for the bullet with bare hands to explain why marketers need a full diagnostic before they start treating symptoms. She also breaks down how she interviews every new team member with two simple questions, what do you want to do and if you didn't work here what would you be doing, and how naming someone's undiscovered strength, what she calls their 'blue energy,' can turn a struggling performer into a linchpin. Her closing advice for anyone who feels boxed into one lane: figure out where you thrive, whether that's an industry, a company stage, or a type of crisis, and go there.

July 23, 202625 min

Why brand is a business function, not a marketing function, with Evan Pardue

with Evan Pardue·Director of Brand and CX at Condado Tacos

Evan Pardue, Director of Brand and CX at Condado Tacos, joins Content Amplified to explain how the fast-growing taco chain fixed a brand problem serious enough that guests were confusing it with a furniture company. After Condado doubled in size in four years, he and the CMO led an 18-month brand refresh, what the team calls its 'coming out of the closet moment,' built on the premise that brand is a business function, not a marketing function, touching everything from phone trees to finance to how the company hires. He walks through how Condado turned its brand pillars into content pillars, replacing meme-chasing social posts with an innovation series featuring the head chef and the Mystery Marg campaign, a hidden-flavor guessing game that generated thousands of guest submissions and free-taco giveaways. Evan also describes a scrappy workaround, using rich messages to mimic a Spotify playlist inside the Condado app, that solved a loyalty-program problem without a developer on staff. He closes with tactical advice for any team considering a brand refresh: know who you're talking to, expect fierce conversations, and align on decisions even when you don't fully agree.

July 22, 202619 min

Why storytelling is a craft, not a marketing strategy, with Emma Lieberman

with Emma Lieberman·Director of Copy and Content at Impact Networking

Emma Lieberman, Director of Copy and Content at Impact Networking, joins Content Amplified to argue that storytelling has become the most overused word in marketing precisely because it got turned from a craft into a strategy to optimize. Drawing on Aristotle's Poetics, she defines a real story as a whole with a beginning, a middle, and an end, a narrative in which a specific series of events makes the hero change, and argues most brand storytelling is really branding wearing a costume: a mission statement or a list of values with no character arc and no actual events. She walks through three examples that get it right without ever selling directly: Grainger's YouTube series of unscripted client interviews, a Volvo ad that never shows the car until its safety features save an expectant mother's life in the final second, and Google's classic Parisian Love ad told entirely through search bar queries with no faces shown, arguing in each case that specific, personal details are what make an audience actually remember and connect with the story. She traces the best stories back to audience research done in real depth, quoting real people directly rather than inventing generic emotional beats. Her closing, tactical advice for any marketing team that wants to reclaim the craft is to start with client stories, since no sales team has ever said no to more case studies, and to use that as visible proof before pushing storytelling into the rest of the brand's marketing.

July 21, 202617 min

How to secure your business as AI turns everyone into a builder, with Jeffrey Bernstein

with Jeffrey Bernstein·Founder of Critical Defence

Jeffrey Bernstein, a cybersecurity consultant of more than 25 years and the founder of Critical Defence, joins Content Amplified to explain how to secure a business in an era when marketers are building their own AI tools without a security team behind them, and his blunt starting point is that the attacks have barely changed while the excuse for being unprepared has disappeared. He frames the internet as the ultimate attack platform, an endless supply of targets combined with attacker anonymity, plug-and-play ransomware-as-a-service, and international borders that make legal recourse nearly impossible, which is why in his view most crime has moved online. His single most repeated fix is multi-factor authentication: business email compromise and wire fraud account for roughly half of all the dollars stolen by cyber criminals per FBI data, and nearly every case his firm investigates shares one commonality, no MFA enabled, so turning it on avoids probably 99 percent of it. Beyond MFA he tells businesses to shrink their attack surface by deleting unused apps, shutting off unused systems, encrypting everything, setting device time-outs, and updating software, and to treat their communications with the same skepticism they would give a stranger knocking at 4 a.m., since email and text remain the main attack vector even as deepfakes make it worse. He argues that trust moves faster than technology, that everyone became an AI expert overnight, and that the AI companies who win will be the ones who earn trust, while third-party vendor governance matters more than ever because you are only as secure as your weakest partner and AI introduces many new vendors and components into any platform. He closes on human error as the common thread, told through the Microsoft-impersonation scam that drains a retirement account overnight and sextortion schemes aimed at kids, and leaves listeners with two lines to remember: it doesn't take much to secure yourself, and the fastest network in the world is still slower than human doubt.

July 17, 202622 min

Why AI should make your marketers better, not replace them, with Mark Boothe

with Mark Boothe·Chief Marketing Officer at Domo

Mark Boothe, Chief Marketing Officer at Domo, joins Content Amplified to explain why AI should make marketers better rather than replace them, opening with a warning for anyone who has not dug in deeply yet: it is not a you-better-hurry moment, you are far behind and really late. At Domo he owns both marketing and account development, and each team has an individual whose almost entire focus is AI, because in his experience only about one in ten people are the Jake-like self-starters who figure AI out on their own, while everyone else needs hand-holding: role-specific toolkits for the email marketer, the web team, the events team, the PR team, and the content team, installed on their machines and actually taught, not announced in an email. He tells the story of hiring that Jake, not Jake from State Farm, whose cold LinkedIn outreach Mark originally missed until a friend resurfaced the profile, and whose resume was a custom GPT built to answer deep questions about him, which impressed Mark enough to offer him a job very quickly. That same enablement turned Domo's VP of communications, who is not a video editor, into someone producing professional-looking video in a fraction of the time it once took, using tools like Gemini Enterprise and Claude Code. Mark also draws hard lines on quality: Google still reigns supreme and punishes mass-produced AI slop even as AEO and GEO grow in importance, and lazy outreach has no excuse in an era when AI makes research effortless, a point driven home by the seller who pitched Domo's CMO a product that does exactly what Domo does. He closes with the story of Domopalooza at the Grand America, where a Kabuki curtain dropped on a 17-piece orchestra and an AI-infused video pivoted on the line that the most important part is not the technology, it is you: do not lose the magic that is you, because that is where the magic actually comes from.

July 16, 202617 min

Why AI's do-more pressure is burning out creative teams, with Karen Cooper

with Karen Cooper·Director of Marketing, Content Experience at Wolters Kluwer Health

Karen Cooper, Director of Marketing, Content Experience at Wolters Kluwer Health, joins Content Amplified to talk about what the AI-driven pressure to do more is actually costing creative teams. She is unambiguous that AI is the genesis of that pressure, which arrives top down in a large company: her team has not been asked to cut headcount, but it has been asked to increase the volume of output, and the question she keeps forcing back into the conversation is whether that volume really moves the needle, or whether it would be better to slow down, take more time on brainstorming and strategy, and treat AI as enablement rather than the end result. Ahead of her talk at B2B Ignite, she has been running LinkedIn polls with marketing peers, and the results surprised her twice: when teams are asked to do more quickly, the first thing sacrificed is not creative quality but priority clarity, because in a shared services model everybody thinks their project is the top priority, and the hardest part of maintaining A plus work is not a lack of creative time, which scored lowest, but last-minute requests, an expectation AI has inflated because people assume you can just prompt something in two seconds. She cites a Superside breakpoint report line that stuck with her, that we are creating a new kind of burnout and it is a human problem, not a technology problem, and describes her response as a leader: planning and process alignment, leaning on partner teams to do the legwork and clarify priorities before work reaches her team, pushing back when stakeholders want more output than the people she has can produce, and protecting her team's wellbeing. She also explains how to keep creative people from becoming order takers by getting content and creative leads into planning discussions early, admits her team never gets to three-month thinking because everything happens in the moment, and shares the counterpoint of her husband's outdoor adventure apparel company, which differentiates on all-human, no-AI design. Her bottom line names the whole episode: it does not mean we should do it just because we are capable of doing more, but at what cost.

July 15, 202621 min

Why your content should be infrastructure, not output, with Vanessa Mbonu

with Vanessa Mbonu·Vice President of Marketing at the NAACP

Vanessa Mbonu, Vice President of Marketing at the NAACP, the nation's first and largest civil rights organization, joins Content Amplified to explain what changes when a team stops treating content as output and starts treating it as infrastructure. The shift traces back to a leadership session early in her career where the CEO observed that the organization focused a lot on output and not enough on outcome, and it means thinking strategically instead of tactically: an event invite handled as output is just posting the flyer on Instagram, while handled as infrastructure it becomes questions about runway, budget for a content creator, whether to go deep with past attendees instead of wide, and whether the event could become a series. She grounds the whole system in an audience-first mentality, because the NAACP's supporters care about voting rights and social justice and are also watching Love Island and March Madness, so the brand has to insert itself into the cultural dialogue, study what its audience already loves, like Nike, the NBA, and Beyonce, and make its content more joyful and more hopeful. On AI, her rules are blunt: if you're not using AI, the AI is using you; AI is a force multiplier whose output is only as good as the prompt and whose agent is only as good as the builder; and you can start with AI or end with AI, but it should never be AI from start to finish. Her favorite reminder is that the most expensive thing you can make in marketing is an assumption, so use the digital tools that tell you exactly who came to you and why. She closes with a tactical playbook for the first week: run a skills assessment, apply the start-stop-continue framework, automate the work that must be done but does not need a human, and pick a brand mentor outside your category, the way a small ice cream shop might study Labubu's cultural penetration.

July 14, 202620 min

How to build a simple mental model in your prospect's head, with Tim Schwedes

with Tim Schwedes·Sales Engineering Enablement and Training Leader at Egnyte

Tim Schwedes, who leads enablement and training for all of Egnyte's sales engineers, joins Content to Close to explain how to use content to build a simple mental model in a prospective customer's head. He typically hates slides, because slides used as a crutch tempt a seller to read the text, which is awful for everybody, and prefers a few bullets or a single diagram that lays out the problem you solve, how you see the world as a company, and your assumptions, so the content anchors the conversation without taking it over. He contrasts the sales conversation, a knife fight up close focused only on the buyer's actual problem, with marketing messaging, the air cover that has to resonate with everyone, and holds to a rule stolen from a mentor: anything said in a sales call either adds or detracts, it is either signal or noise, so if a pain was not discovered, do not talk to it and do not demo to it. He walks through Egnyte's internal jawbreaker slide on content graphs, which stacks the content itself, a user behavior layer like recency of access, and a domain layer, with the example that no AI platform gets the Egnyte name right without something like a terms dictionary. He also upgrades the weak confirmation question, replacing does that make sense with does this address that requirement you were talking about, and shows how the same simple diagram gets tailored per vertical, since a CAD drawing resonates with an architecture, engineering, and construction company but only confuses an investment advisor. The closing advice: steal, steal, steal, from colleagues and even competitors, always give credit, and let the visible success of sellers who embrace simplicity pull the rest of the team along.

July 10, 202614 min

How to go from sprinkling AI to reinventing your processes, with Paul Schmidt

with Paul Schmidt·VP of AI and Innovation at SmartBug Media

Paul Schmidt, VP of AI and Innovation at SmartBug Media, one of the elite HubSpot agency partners, joins Content Amplified to map how companies actually adopt AI, drawn from the 1,000-plus companies SmartBug has worked with. He describes a bell curve: early adopter companies with gung-ho explorers who figured out how to run marketing campaigns with AI on their own, a chunky middle using embedded AI that comes inside tools they already own, like the function that automatically writes an email subject line, and laggards concentrated in litigious industries like finance and healthcare that are still in the early education phase. To move up the curve, Paul recommends a simple audit: interview department leaders for about 30 minutes each to surface where the bottlenecks and most mundane processes are, and start mapping processes, because you are going to need a process for mapping processes. He distinguishes sprinkling AI into an existing process, which takes one or two steps out, from the more advanced move of throwing the process in the garbage and reinventing it, so a 10 step process that took seven people needs only three or one. He argues it is never too early to build agents, custom GPTs, or Claude Skills just to learn what the models can and cannot do, and he explains how changing the culture at his roughly 200-person org, where people were once afraid to share use cases for fear of getting in trouble, led to about five use cases getting shared every day.

July 9, 202618 min

How to use AI as a tool within storytelling, not a replacement, with Clint Horvath

with Clint Horvath·Writer, Director, and Post-Production Veteran

Clint Horvath, a post-production veteran turned writer and director with three films on Amazon Prime and more than 50 scripts, joins Content Amplified to explain how he uses AI as a tool within storytelling rather than a replacement. His starting rule is that you have to know your story A to Z before AI touches it, because vague input lets the model do what it wants to do; once you can lead it and steer it, everything you are writing is you, none of it is AI. He fed roughly 50 of his own screenplays into the AI so it learned his writing patterns, which is his answer to the question of who wrote something: it has all your writing patterns, how didn't you write it? He walks through the deadline story that proves the method: laid off and racing the Philip K. Dick Science Fiction Festival, he worked with AI as a co-pilot through seven revisions, deliberately switched the story from sci-fi to horror in act three to push the model past its predictable next step, finished January 28, and was selected February 3. He argues that any shortcoming with AI is really you, because ChatGPT is a mirror that spins back what you are already saying, and he stays fresh by rotating genres and topics, writing one screenplay a month in 2025. His closing advice is to go into every AI conversation objectively, like a blank canvas, so the model stays neutral instead of picking a side.

July 8, 202614 min

Why human stories beat polished product content, with Richard Hutton

with Richard Hutton·Associate Vice President of Demand Generation at Sharp

Richard Hutton, Associate Vice President of Demand Generation at Sharp and a veteran of NEC Display Solutions and Samsung channel marketing, joins Content Amplified to explain why his team shifted from slick, highly produced product content to human-led stories, and why engagement went up when they did. He is clear that it is not a zero sum game: parts of the audio visual audience still want to get excited about the latest features and specs, but in B2B people are buying from people, even when it is a corporation selling through a corporation to another corporation. The proof point is the video his team showed at the National Systems Contractors Association business leadership conference in Dallas: instead of the usual flying-through-a-galaxy corporate production, they asked territory sellers across the country to film one-minute clips on their phones, some on golden-hour tripods and some walking to the car in a parking lot, stitched them together, and watched a room of 300 dealers light up recognizing familiar faces, because the industry is a village. He takes on the marketing's-not-my-job objection, which makes him twitchy, with a simple reframe: everyone is in sales because everyone impacts revenue and profit. He also explains why big trade shows are morphing toward regional, smaller events where 20 really great conversations beat 3,000 badge scans, and lays out his brand-guardrail philosophy: keep the obvious logo and value prop rules, skip the 16 pages of things not to do, coach after small unintentional mistakes, and, like the mother in Almost Famous, just tell people to make good choices.

July 7, 202619 min

How to measure enablement ROI and earn a seat at the table, with Erika Robertson

with Erika Robertson·Director of Enablement at Citrix

Erika Robertson, Director of Enablement at Citrix and a near lifelong enablement leader across Cisco, SAP, and VMware, joins Content to Close to explain how she proves enablement is worth the budget by starting with the end in mind. Before any content exists, she earns her position as a trusted advisor, uncovers the real need, confirms the desired outcomes with stakeholders, writes the learning objectives and assessments, and decides how she will measure success, because content is the last step, not the first. She is certified through the ROI Institute and uses the Phillips ROI methodology from Jack and Patty Phillips, which separates impact from ROI, rather than the Kirkpatrick model most L&D and enablement teams default to. She walks the levels, from level zero completion and level one reaction up to level three behavior change, which she calls the minimum to strive for, level four business impact, and level five ROI, noting only about 7 percent of initiatives get measured to ROI. She stresses that you can only ever claim correlation, never causation, and that baselines like average deal size and sales cycle time matter, citing a control group whose trained members closed deals twice as large, and she explains why enablement sitting inside marketing finally earned her team a seat at the table at every meal.

June 26, 202618 min

Tell your company's story through your people, not your brand, with Scott Hild

with Scott Hild·Brand and Marketing Leader at Propeller

Scott Hild, who leads brand and marketing at the management consulting firm Propeller, joins Content Amplified to explain the visible expert strategy: telling the company's story from its people's point of view instead of from the brand. Propeller is what he calls a credence business, one that sells expertise and its people rather than a product, so it puts those experts front and center and humanizes the content around their lived experiences. Scott contrasts this with traditional thought leadership, where you list five things on a soapbox and play the professor, by wrapping each point in a real client conversation: what the client was thinking, how it went, where they started, and where they ended up. He leans on StoryBrand by Donald Miller as a rubric so the audience can see themselves as the hero and the company plays the guide, and he insists every piece have a purpose tied to an offer or asset because the goal is content that converts. To build the program, he interviews each leader for 45 to 60 minutes at the start of the year to develop content abstracts, and he advises teams to go with their hot hand by doubling down on the two or three experts with genuine passion. He closes by noting the strategy can extend to product companies if you make people the face who tell the customer's story.

June 25, 202615 min

Why AI rank tracking is broken, and what to measure instead, with Tony Pataky

with Tony Pataky·Director of SEO at Procore

Tony Pataky, Director of SEO at Procore and a longtime SEO leader who also runs analytics and CRO, joins Content Amplified to explain why your content team can have its best quarter and your dashboard will show nothing happened. He starts with the hard truth that rankings do not really exist inside LLMs, even though vendors and agencies sell number-one ChatGPT rankings, and cites a SparkToro study by Rand Fishkin that ran roughly 3,000 prompt tests across ChatGPT, Claude, Gemini, and Google AI with about 600 volunteers, finding that less than one in 100 times did ChatGPT return the same list of brands twice and less than one in 1,000 times the exact same order. He warns against building prompt sets from your high-converting SEO keywords, since hyper-specific prompts measure questions no real customer is typing, and argues for staying broad and high-level instead. Tony then lays out a three-layer measurement framework, AI visibility tracking, referral traffic, and post-conversion surveys, noting that analytics often shows under 1% of traffic from LLMs while surveys reveal AI was part of 30, 40, or 50 percent of buyer journeys. His closing advice is to stop trying to prove AI attribution precisely, reframe the conversation with your CMO, and build the measurement baseline now so you are ahead of the companies that start six or twelve months from now.

June 24, 202619 min

Why getting cited by AI now matters more than ranking on Google, with Jeramy Gordon

with Jeramy Gordon·VP of Marketing at Cisive

Jeramy Gordon, VP of Marketing at Cisive, a global background screening company, and a 14-year marketer who started with 12 years in newspaper journalism, joins Content Amplified to explain why getting cited by AI now matters more than ranking on Google. He breaks down two acronyms reshaping search: AIO, the AI overview that now sits at the top of Google results, and GEO, generative engine optimization for large language models like ChatGPT, Claude, Gemini, and Perplexity. The core shift, he says, is from fighting for position in SEO to fighting for inclusion in GEO, because roughly 40% of queries are now answered inside the AI overview, which is an instant 40% drop in organic traffic, while Adobe saw a 1200% increase in AI-driven traffic once engines started citing it. To earn citations, Jeramy recommends structuring content around the questions people actually ask, writing 3000-word definitive guides that go deep instead of broad, and tightening headers, title tags, and meta descriptions. He also explains that the AI is now the reader and builds a model of who you are as an entity from your website, LinkedIn, press, podcasts, and third-party mentions like Reddit and Yelp, and he makes the case for video and podcasts as proof of human-generated content. His closing line: AI is not going to replace marketing, but AI will replace marketers who do not embrace AI.

June 23, 202617 min

How to squeeze every dollar out of an event sponsorship, with Larry Kaiser

with Larry Kaiser·Chief Marketing Officer at Optimum Healthcare IT

Larry Kaiser, Chief Marketing Officer at Optimum Healthcare IT and a 22-year healthcare IT veteran, joins Content Amplified to explain how he squeezes every dollar out of an event sponsorship in a niche, relationship-driven industry where the deal happens in the room, not the inbox. He puts a little over 60% of his budget into events because healthcare IT is a multi-billion dollar but extremely niche market that runs on in-person relationship building, and he works the two biggest shows of the year, Vive and HIMSS, with booths, sponsored stage presentations, and white-labeled receptions where his team is the only vendor in the room. His content engine starts before the show by repurposing older content to promote upcoming sessions, then takes the filmed event presentation and pulls a blog post, a white paper, and a podcast episode out of it, weaving one talk across every channel to get the most from a $25,000 sponsorship. On distribution, he goes LinkedIn-first with 205,000 followers and close to 60,000 newsletter subscribers, because healthcare IT CIOs told him email will never reach them, so he barely uses it. He also explains why he keeps content roughly 90% brand and 10% individuals, and why just because you can use a channel does not mean you should.

June 19, 202617 min

Why user-generated content is the future of B2B marketing, with Nicole Gates

with Nicole Gates·VP of Global Growth at Varonis

Nicole Gates, VP of Global Growth at Varonis and a marketer with a background across content marketing, social media, and demand gen, joins Content Amplified to argue that user-generated content is the future of B2B marketing. Her early signals: LinkedIn already shows employees more than brand pages, and influencer marketing in B2C tends to reach B2B two to three years later. She says AI accelerates the shift, because when anyone can make a hundred ads in three seconds and personalize a full database, buyers grow skeptical of branded content and look for the human element. Her approach is to lean into employee advocacy and industry influencers without over-prescribing, pointing to sales reps who film videos in their cars talking about the product, and giving people tools and encouragement rather than a script. She gets practical on AEO and GEO, where LLMs increasingly pull from Reddit, LinkedIn, and YouTube rather than pay-to-play search, which means employees and subject matter experts have to share the same story on those channels. Her starting advice is to know your story first and build a unique point of view, because AI-generated content is flattening messaging and a clear vision is what elevates it.

June 18, 202615 min

Reading a brand's next move from where and how it advertises, with Karisa Schroeder

with Karisa Schroeder·GTM Strategy at MediaRadar

Karisa Schroeder, who works on GTM strategy at MediaRadar and has spent about 15 years as a marketer with a background in location intelligence, joins Content Amplified to explain how to read a brand's next move from where and how it advertises. Her central idea is that advertising is a brand's identity showing up in public, so it signals what a business is actually doing rather than just saying, and once a dollar goes behind a message there is strategy behind it. She walks through what to read in the creative, the spend, the call to action, the pricing strategy that shifts by national versus local placement, and the partnerships, celebrities, and sponsorships that act as execution signals. She expands the familiar share of voice and share of spend into share of message: for what matters most to your brand, do you own that category, and if not, where is the white space you can claim. She points to Airbnb at the Winter Olympics becoming the official sponsor of feeling at home instead of the official sponsor of lodging, frames brand building as a community and tells marketers to make it the party people want to be a part of, and says to start with your own first-party data on the channels you already run, then enrich to fill in the rest of the picture.

June 17, 202617 min

Why AI replaces the labor in marketing, not the people, with Sarah Balli

with Sarah Balli·External Communications Specialist

Sarah Balli, an external communications specialist who also does content creation, influencer marketing, and streams on Twitch, joins Content Amplified to make the case for keeping the human element in marketing during the AI era. Her central argument is that companies are not replacing people, they are looking to replace the labor, and there is a meaningful difference between the two. She grants that AI is great at speeding up execution, writing drafts, pulling data, and generating variations, but says marketing has never really been about that kind of output, because it is also about taste, timing, and understanding people. She uses the Wendy's-style example of a marketer turning something funny that someone said on social media into a whole real-time campaign, the kind of well-timed, very human move AI cannot pull off. She likens this moment to when Microsoft Word and PowerPoint first arrived and people feared for their jobs, then turned those tools into ways to do better work, and she answers the leadership question of whether a $200-a-month Claude subscription can replace a team by pointing back to KPIs and the fact that slop in means slop out. Her throughline is a standard of excellence that does not move regardless of the tool, and tactical advice to breathe, take some beginner lessons, and at least try it.

June 16, 202614 min

If you're not in sales, you're in sales enablement with Andrey Zevakhin

with Andrey Zevakhin·Senior Director of Sales Enablement at Zywave

Andrey Zevakhin, Senior Director of Sales Enablement at Zywave and a 20-year enablement leader who has built functions from scratch and evolved existing ones, joins Content Amplified to argue that if you are not in sales, you are in sales enablement. His framing: sales sits on the frontier in front of the customer, and because deals are what fund the company, sales effectively cuts everyone's paychecks, which he says is not provocative, it is just math. He describes enablement as a funnel and a liaison that captures signals from sales (what customers ask, where deals stall, what resonates) and pulls the right partners into the conversation, because the enablement team is expert in sales execution, not product architecture or pricing strategy. He refuses to be a Swiss Army knife that can slice and dice everything but cannot do it well, and he prioritizes by one question, what directly impacts the top line, putting unique meetings, win rates, deal size, and bookings ahead of leading indicators like content usage and certification completion. He reframes content overload as self-inflicted, a content strategy problem rather than a content problem, and offers the Legos model: maintain one clean 200-slide master library so the rep's job is to build a story, not pick a deck, and no two presentations ever look the same. He closes with two shifts, that enablement should own revenue culture rather than training or content, and that enablement is a company responsibility, not a team.

June 12, 202621 min

Make one asset work harder, the Bisquick theory of content with Pat McParland

with Pat McParland·VP of Marketing at MetricStream

Pat McParland, VP of Marketing at MetricStream and a lifetime B2B marketer with more than 30 years in business information and technology, joins Content Amplified to argue that content does not need to be as hard as teams make it, and that the answer is getting back to basics and making one asset work harder. She walks through the ABCDE framework she learned at a former company (Audience, Behavior, Content, Design, Evaluation) and explains why so many teams jump straight to design, the video or the ebook, before they have settled who they are talking to and what they actually want to say. She then unveils her own Bisquick theory: messaging is the baking mix, and from one core asset like a survey or report you make the cookies, the cakes, and the muffins, meaning the infographic, the webinar, the videos, and the live event. Content is a program, not a single piece, and you are not done with the batter until everything is baked. Pat calls AI the easy bake oven that finally brings the theory to life, and she leans on Claude daily to turn one asset into many formats while keeping a human hand on the final writing. She closes with two cautions and a focus principle: the medium is not the message, AI can run a stinky process more efficiently but it is still a stinky process, and every team should be able to name its Three Rocks.

June 11, 202624 min

Why unpolished, trust-based content is beating AI-perfect content with Jonathan Murray

with Jonathan Murray·Marketing Director at Legends Legal Marketing

Jonathan Murray, Marketing Director at Legends Legal Marketing, joins Content Amplified to explain why trust-based content is winning right now and why polished, AI-perfect content is starting to repel the people it is meant to attract. His central idea is that your client or customer is the movie star and you are the supporting cast, so content should speak to what the person is feeling in the moment instead of listing your accolades. He uses the car-accident-lawyer example: a scared person Googles a lawyer, lands on a site that reads like a resume, and is already gone, while the site that names what they feel and tells them their next step converts much higher. Jonathan argues the thing holding most business owners back is ego, because they build content for colleagues who are not their clients, and the fix is as simple as a photo shoot that swaps the tie-at-the-desk shot for sleeves rolled up on the farm. He points to Gary Vee's plain talking-head videos as proof that people stick around for content that feels like a one-on-one conversation, and gives a rule to keep content unpolished 70% of the time. On AI, he says treat it like an assistant you trust but verify, or an editor-in-chief in a newsroom, and warns that letting AI become your personality makes you read as a bot, which both people and the systems start to skip.

June 10, 202618 min

Why simplicity is a growth strategy, not soft brand work with Dory Ellis Garfinkle

with Dory Ellis Garfinkle·Chief Marketing Officer at Siegel+Gale

Dory Ellis Garfinkle, Chief Marketing Officer at Siegel+Gale and a career-long brand-and-growth marketer who has worked at McCann, Zipcar, IDEO, and Lyft, joins Content Amplified to argue that simplicity is a growth strategy, not soft brand work. Her core frame is one question every marketer has to answer: how do you make something easy to understand and convey it in a way that is impossible to ignore? She backs it with Siegel+Gale's annual simplicity study, which surveys more than 15,000 people across nine countries and finds that 64% will pay more for simpler brand experiences, 78% are more likely to recommend, brand complexity costs companies $780 billion in unrealized annual revenue, and the simplest publicly traded brands have outperformed the global stock index by roughly 1,600% since 2009. She walks through the US Army returning to Be all you can be, which drove record Gen Z enrollment, and CVS landing on helping people on their path to better health with its heart icon, which lifted same-store sales 5.5% year over year and pharmacy services revenue 22%. Her definition anchors the whole episode: clarity is not dumbing things down, it is doing the hard work so that your audience just does not have to.

June 9, 202618 min

Why your sales standards are really just suggestions with Hoffen Guo

with Hoffen Guo·Sales Leader at a B2B SaaS company

Hoffen Guo, a sales leader who has sold into aircraft engine giants, run enterprise learning partnerships at Udemy, and now leads 100% cold-calling teams selling to SMB restaurant owners, joins Content to Close to explain why most sales standards are quietly optional. Her central claim: if you don't enforce a standard you don't have a standard, you have a suggestion. She calls her fix the execution floor, a small set of non-negotiable behaviors that everyone runs the same way. She explains why activity metrics like 120 minutes of talk time and 150 calls a day fool leaders into rewarding busyness instead of behavior, because volume is easy to measure while call quality goes uninspected, and why most coaching (telling a rep to book more meetings or work on urgency) is really pressure in disguise rather than coaching the specific behavior. Hoffen breaks down the hidden revenue cost of letting one top performer freelance off-script: middle reps notice, the script flips from mandatory to optional, conversion becomes personality driven instead of system driven, and the forecast stops being predictable. She frames standards as social contracts that weaken the moment one person breaks them without consequence, and shows how to hold a hard line without micromanaging by separating controlling the standard (the structure is fixed) from controlling the style (how you deliver it is yours). She closes with the one standard to tighten this quarter, next-step discipline, the difference between a happy call with a happy goodbye and a real pipeline.

June 5, 202621 min

Why AI outputs don't equal a content strategy with Adam Haskew

with Adam Haskew·Associate Director of Brand Experience, Redis

Adam Haskew, Associate Director of Brand Experience at Redis, joins Content Amplified to make the case that AI accelerates your outputs but does nothing for your strategy, and that the gap between the two is exactly where AI slop gets made. His fix is the unglamorous, old-school stuff most teams skip when they move fast: a real kickoff call, a genuinely complete brief, and human alignment at the very start of a project, before a single word is generated. Adam explains that for planning purposes a web page is the same as an ebook, that skipping alignment creates a snowball effect where small problems amplify the further downstream they go, and that about an hour and a half of upfront communication removes most of the noise. He shares how he owns a brand voice review agent at Redis that every piece of content has to pass through before it ships, so the human stays the litmus test between the AI output and what goes out into the world. He closes on an idea he draws from musician Nick Cave: AI that has never felt hunger or fear cannot replace a human point of view, which is exactly why the human brief comes first and the AI execution comes second.

June 4, 202617 min

Why your event should be the start of your content, not the finish line with Adrienne Collins

with Adrienne Collins·Events Leader at a B2B SaaS company

Adrienne Collins, an events leader with 13 years in the field, joins Content Amplified to explain how to turn a single event into months of pipeline-driving content instead of a one-time moment measured only by attendance. Her core shift is to treat the event as a starting point, not a finish line: build anticipation and points-of-view content before the doors open, move into capture mode not execution mode on site, then sequence the footage into short videos, sales enablement, blogs, and thought leadership over time rather than dumping it all at once. She shares the cost lesson that reshaped her program, replacing full breakout video recordings, which were expensive and barely watched, with audio plus transcripts and an on-site testimonial studio at a fourth of the cost. She walks through her capture, package, distribute, and measure framework and explains how she aligns each content piece to a stage of the buyer journey so a sales rep always has the right asset for where a prospect is. The throughline: decide your priorities and ownership in pre-planning, because content nobody uses does not help you.

June 3, 202616 min

Why most employee advocacy programs turn your team into parrots with Matt Mullan

with Matt Mullan·Director of Social Media, NinjaOne

Matt Mullan, Director of Social Media at NinjaOne, joins Content Amplified to explain why most employee advocacy programs stall: they turn employees into parrots who repeat the same product message until no one wants to share anything. His fix is to stop trying to amplify the product and instead position employees as thought leaders, which means feeding them interesting industry content and articles they would actually want to share, not another product update. To beat the parrot problem he gives people Mad Libs style suggested copy with guardrails, a sentence they can use plus blanks they must fill in, so posts still sound human. He motivates adoption not with prizes but by shouting out every organic win across any Slack channel he can find, so employees feel supported the moment they post on their own. On measurement he is blunt: earned media value and potential impressions are made-up numbers that always fluctuate, UTM link tracking is the only honest metric, and he holds his programs to a 50% monthly usage bar where a dip below usually means the content is not good enough. He also argues LinkedIn comments now out-earn reshares because they add value to the conversation, and describes the in-house social ambassador tiger team his team built to keep those conversations going. The throughline: your audience is not your followers, it is your own employees.

June 2, 202619 min

Why training alone won't make your reps revenue-ready with Gus Garza

with Gus Garza·Enablement Leader, Yext

Gus Garza, an enablement leader at Yext, joins Content to Close to explain why sales teams keep shipping more enablement material than ever while reps still freeze on live calls. His diagnosis is simple: training and revenue readiness are not the same thing, and the gap is reps, actual repetitions of practice before the conversation, not after it on a live customer. Gus walks through how he uses Gong and Clari call recordings to diagnose where individual sellers are tripping up (one rep drops into product features the second a competitor comes up, another can't tighten the close), and then builds prescriptive bite-sized learning around that specific gap instead of two-hour generic courses no one finishes. He shares the concrete tools he reaches for: a custom ChatGPT GPT in voice mode that he uses on the train to prep before a call ('I'm about to jump on with XYZ client, give me talking points, now challenge me'), Synthesia AI avatars for scenario-based learning with fake customer personas, and AI role-play platforms that can multi-thread a CFO, an economic buyer, and a champion firing questions at the rep at the same time. He closes on the cultural side effect: reps who refuse to adapt to AI tend to weed themselves out, and the ones who lean in build the muscle memory and confidence that turn training into revenue.

May 29, 202619 min

Why audience-first content beats cranking out specs and features with John Henkel

with John Henkel·Director of Product Marketing, AV Segment, Netgear Business

John Henkel, Director of Product Marketing for the AV segment at Netgear, joins Content Amplified with a simple opening directive every product marketer needs to hear: stop, take a second, and stop just cranking stuff out. He argues that content drifts away from the audience the moment a company, especially an engineering-led one, starts talking about specs and features instead of the problem it actually solves. John walks through the spreadsheet audit he is running right now at Netgear, where every asset is mapped to its audience and its desired action so the team can see what to keep, kill, or rebuild. He explains how he pressure-tests content with the North American AV sales team in their weekly meeting, why he sends drafts to integrators with a hard deadline ('next Friday') before anything ships, and the underrated move of picking up the phone to call an integrator so they feel invested in the feedback and tell you what is actually wrong instead of saying 'looks great.' He closes on AI: it is in his workflow, but every piece of AI-drafted content gets edited, because the model will not catch the subtle differences a real user notices, and trade-show conversations are still the best validation a marketer can get.

May 28, 202616 min

Why your content is only as strong as the people you bring in with Leo Kosir

with Leo Kosir·Creative Director

Leo Kosir, a Chicago-based creative leader with 20-plus years across boutique design firms, full-service ad agencies, pharma, and in-house creative teams for national retail, lifestyle, and web hosting brands, joins Content Amplified to unpack what he calls 360 content. Leo's core diagnosis: most content doesn't fall apart at the idea stage, it falls apart in the handoff, because the people who shape how the work actually feels (directors, photographers, editors, stylists, music supervisors, UX, developers) get brought in after the concept is locked instead of at the brief. He explains how to corral too many cooks without losing big ideas, distill down to three diverse concepts, not three layouts of the same idea, and why decision makers belong in early brainstorms so you never hear 'let's start over' two months in. He argues testing with real customers should override and supersede even a key stakeholder's opinion, because what you produce is for the customer, not for the person who works at the company. He closes with a practical recipe for a stronger creative ecosystem: build a trusted network of collaborators, involve key partners earlier than feels comfortable, align everyone around the brand upfront, and create a real space where contributors are contributing, not just executing.

May 27, 202613 min

Why the content mill era is over and what replaces it with Stacy Shelley

with Stacy Shelley·B2B Cybersecurity Marketing Veteran

Stacy Shelley, a 20-year B2B cybersecurity marketing veteran who has led marketing at startups that scaled into the hundreds of millions in ARR, joins Content Amplified to call time of death on the content mill era and lay out what comes next. He explains why marketers spent the last decade chasing 'lowest common denominator' search traffic, repackaging the same information everyone else was publishing to win the algorithm, and why AI overviews have finally made that playbook worthless. Stacy reframes the website's job: it is no longer the awareness engine, because by the time a buyer hits your domain they are there to learn about you, not the category, so the site should be tuned for unforgettable second and third impressions on already-qualified visitors. He argues the awareness stage has moved to Slack groups, Discords, social feeds, research reports, and the communities your audience actually trusts, and that 'showing up' there as a real participant is the new top-of-funnel work. He closes by reframing metrics: stop obsessing over raw traffic and top-10 blog posts; track pipeline influence and traffic from your ICP universe, one of his prior companies tracked associated traffic across a defined list of about 5,000 target accounts and treated everything else as noise to be filtered out.

May 26, 202618 min

Why the AI silver bullet isn't fixing your revenue problem with Matt Zelasko

with Matt Zelasko·Founder, Radish

Matt Zelasko, founder of growth agency Radish and self-described 'Tom DeLonge of RevOps,' joins Content to Close to diagnose the AI silver bullet problem: most revenue teams are using AI to do the same broken things faster, then blaming AI for the engagement drop that was already happening. He argues the gated-ebook playbook has been a case of diminishing returns since around 2018, that content is at peak saturation, and that LLMs are not stealing search traffic so much as exposing how tired the old motion already was. The unlock, he says, is realizing an LLM is just speculating what comes next — once you understand that, you shift from prompt engineering to context engineering ('what else do you need from me?') and stop trusting confident, wrong output. Matt shares why he turned down a client who wanted an AI agent to write case studies (no captured experience to feed it) but said yes to one who wanted an agent to write RFPs (the inputs are given, the format is standardized), and why creative people still need to write 50 to 100 bad taglines by hand before reaching for any tool — a Rick Rubin 'I know it when I see it' instinct that gets dulled when AI does the ideation for you. He also warns against the talking-points pitfall where buyers read six blogs, half-diagnose their own problem, and start treating symptoms instead of root cause.

May 22, 202618 min

Why authentic creator content sells (and brands keep killing it) with Chelsea Clark

with Chelsea Clark·Founder, Momfluence

Chelsea Clark, founder of Momfluence, joins Content Amplified to explain why the creator content that actually sells almost never survives a brand approval round, and what to do about it. Drawing on six years and over 500 brand campaigns, Chelsea names the core misalignment: brands hire influencers to make polished ads, but influencers are terrible at polished ads — their best-performing work is unrehearsed, off-the-cuff, and often doesn't even pronounce the brand name correctly, which is exactly what the C-suite rejects. She walks through how to write briefs that hold the line on authenticity (every Momfluence brief includes 'speak as if you're speaking to a friend'), why brands should expect roughly 80% of influencer-driven revenue to never show up in attribution software, and why a campaign-wide promo code beats per-creator codes because customers buy on the fifth touch, not the first. She reframes creator work as an awareness and content-library play — get 60 pieces of repurposable, diverse content to retarget across Meta, TikTok, and email, and treat sales as the bonus. She closes with a zero-to-one playbook: find three brands your customer already buys from, mine their tagged Instagram content for proven creators, then gift 50 sub-10K-follower creators and expect 10 yeses for a first campaign that lands well under $2K.

May 21, 202618 min

How to build a B2B creator program that drives pipeline, not just reach with Justin Levy

with Justin Levy·Director of Social Media, Influencer Marketing, and Community, Nerdio

Justin Levy, Director of Social Media, Influencer Marketing, and Community at Nerdio, breaks down what an actual B2B creator partnership looks like and why so many brands leave pipeline on the table by treating influencer work like an ad buy. In this Content Amplified episode, Justin pushes back on the 'only work with nano influencers' advice — niche and nano are the bulk of any bench, but a creator with 100K–400K followers and a genuinely engaged community is still a strong fit if the math works. He explains how to stack a single partnership across LinkedIn, TikTok, newsletters, podcasts, YouTube, and even internal sales trainings for 25 of your reps or customers, and why that bundle is what separates a real partnership from beer-money sponsored posts. He walks through per-creator UTMs so revenue ties back to individual posts instead of the whole program, having sales reps reply in the comments like humans (not spammers), and treating engagements on a sponsored post as live leads to scrub and route. He closes with the real negotiation levers — timeframe, number of platforms, name image and likeness (NIL) rights, and minimum boost spend — and the pricing variance that makes this industry hard to benchmark: he has paid $80K for six months with one creator and $30K–$40K for a similar-sized audience with another, and seen 10K-follower creators charge $500 a post in one case and $2,500 a post in the next.

May 20, 202620 min

Why personalization is dead and anticipation is the next era of marketing with Katie Carroll

with Katie Carroll·VP of Product Strategy, Businessolver

Katie Carroll, VP of Product Strategy at Businessolver, makes the case that personalization is dead because it is still fundamentally reactive — even the best variable tags and behavioral triggers wait for a user to act before responding. In this Content Amplified episode, Katie introduces anticipation as the next era of marketing and user experience: helping people before they know what to ask, the way Amazon already does on the consumer side. She walks through findings from Businessolver's eighth annual Benefits Insights Report, including the counterintuitive idea that 'quiet' (no clicks, no engagement, no support tickets) is becoming a real success metric, and how an in-house AI hit 91% instant resolution by reading the path a user is already on. Concrete examples land throughout — an HSA nudge after a pediatrician visit, an auto-enrollment in a prescription management program, and a Social Determinants of Health (SDOH) lookup that connects a parent in a childcare desert to care.com. Katie also explains why AI SDRs flopped and got replaced with humans again, why marketers in 2026 have to lean hard into data analytics, and why the easiest brand to interact with is the one that wins.

May 19, 202617 min

How to build a sales and marketing feedback loop that actually works with Nat Norris

with Nat Norris·VP of Marketing and Customer Success, Model 1 Commercial Vehicles

Nat Norris, VP of Marketing and Customer Success at Model 1 Commercial Vehicles, explains how to get marketing out of the trophy case of unused white papers and into the rooms where deals are won and lost. In this Content to Close episode, he walks through how he embeds marketers inside the company's three sales segments — public, commercial, and retail — and forces his team into weekly quote review and deal loss meetings so they can hear exactly where marketing missed the boat. He details the data hygiene work he had to do in Power BI before any feedback loop could function, and why CRM adoption is the foundation underneath all of it. Nat carries the FAB framework — Features, Advantages, Benefits — from his catalog days, with a simple rule: push the benefit, self-serve the feature, and let the advantage flex per campaign. He closes with the two governors he uses to decide when there is enough data to act: the 80/20 rule, and the 'front page of the newspaper' worst-case test.

May 15, 202617 min

Why your KPIs aren't relationship material with Trisha Navidzade

with Trisha Navidzade·VP of Marketing, DZYNE Technologies

Trisha Navidzade, VP of Marketing at DZYNE Technologies, argues that most marketing KPIs are 'KPI fluff' — booth traffic, view counts, and brand-awareness numbers that look great in a leadership deck but rarely tie to revenue. In this Content Amplified episode, she explains how to flip the usual sales-and-marketing dynamic: stop asking sales what brand awareness they need, and start asking what is blocking them from closing, then build press, content, and digital campaigns around those specific blockers. Trisha walks through why press is her number-one source of qualified leads in a defense sales cycle that can run two to three years, and how to 'read the room' and bundle news so it is actually relevant to a publication's audience. She offers a simple test for any marketing program: at the end of the day, who is asking you to marry them — meaning, who is closing — not how many people walked by your booth. Her closing exercise is a weekend meditation on a single question: how do I get the customer to come to me instead of me chasing the customer?

May 14, 202613 min

Why product marketing teams should be structured like newsrooms with Mike McGee

with Mike McGee·Director of Product Marketing, Vantaca

Mike McGee, Director of Product Marketing at Vantaca, argues that when your G2 category has 97 listings and the category average is 75, sounding like everyone else is a death sentence — so he is building his PMM team to look less like a traditional org chart and more like a digital newsroom, with product marketers assigned to specific customer roles the way reporters are assigned to beats. In this Content Amplified episode, Mike walks through where the idea came from (Nilay Patel's Decoder, specifically the Brian Chesky episode on how Airbnb blended product, PMM, and program management), the internal precedent at Vantaca (support and implementation already reorganized around customer roles instead of platform modules), and the Seth Godin 'who's it for, what's it for' lens he uses to pressure-test every messaging decision. He explains why selling at the executive buyer is the easy part, and why life-cycle marketing falls flat the moment you try to talk to every persona at once with the same voice. Mike also gets honest about when not to overhaul an org: look at what is predictable and replicable first, find the gaps, and only do a major restructure when there is no tenable way to get from where you are to where you want to go. His closing test for every team decision is whether the team is serving its customers to the utmost of its potential.

May 13, 202620 min

Why nobody cares how the sausage is made (and what to do instead) with Orin Bliss Brecht

with Orin Bliss Brecht·Independent Creative Director

Orin Bliss Brecht, an independent creative director whose career runs from Spin Magazine through Victoria's Secret Direct, the Foundry at Time Inc., Hearst, Pace Communications, and Choreograph, argues that demystifying complex topics is the marketer's real job — and that the audience never cares how the sausage is made. In this Content Amplified episode, he explains why illustrators make the best translators of complicated subjects (they aren't subject matter experts, so if they get it, the audience will), why the B2B vs. B2C distinction is mostly noise (you're always telling a story to a human about to spend money), and why one of the biggest mistakes he's seen is letting product developers shape content aimed at C-suite buyers. Orin makes the case that storytelling has worked the same way for hundreds of years — only the format keeps shrinking — and that the modern challenge is creating snackable breadcrumbs that lead back to a master manifesto. He closes with a tactical playbook for content leaders staring at an innovative-but-confusing product: turn your elevator pitch into eight elevator pitches, write in plain English, and feed the pipeline so eyes un-glaze. If your product is hard to explain, this conversation will sharpen how you think about telling its story.

May 12, 202614 min

How to build trust that turns prospects into partners with Tamara Asselta

with Tamara Asselta·Founder, Stratis Consulting

Tamara Asselta, founder of Stratis Consulting, argues that trust is the most crucial skill any revenue team can work on, because it is the foundation that turns prospects into partners and protects the relationship long after the contract is signed. In this Content to Close episode, she walks through her 'listening to understand' framework — listening for the real problem, the keywords the client uses, the pressure they are under, what they have already tried, and what success actually looks like — rather than waiting for your turn to talk. Tamara explains why the right discovery question is never 'what tool do you want?' but 'what is keeping you up at night?' and why a templatized intro deck should be a starting point you are willing to abandon the moment the client signals something different. She shares a real client story where she rebuilt a broken sales-to-services handoff by mapping what services could actually deliver and co-creating a tiered service model that gave sales flexibility while protecting delivery quality. Her closing argument is that every revenue org needs a 'bridge' role — sales engineer, solutions architect, whatever you call it — to carry context from the sales process into delivery for the first month, because the orgs that skip that role consistently see lower client satisfaction and worse retention.

May 8, 202615 min

Why marketers need to know how the whole race car is built with Mike Madden

with Mike Madden·VP of Marketing, Boomi

Mike Madden, VP of Marketing at Boomi and a veteran of Marketo, Adobe, and Vista-era demand gen, argues that marketing exists to generate pipeline and create bookings, full stop, and that everything else is an art project that gets cut when the budget tightens. He uses a race car analogy with his team: you do not want a driver who has never seen the car built, because the marketer who knows how every system, definition, and process fits together can tell you exactly what kind of content the engine needs and where, even if that content is an unglamorous paid-search infographic designed only to move a lead from a score of five to eight before the score decays back to zero. Mike traces this conviction to an embarrassing moment early in his Adobe tenure when CEO Shantanu Narayen questioned the Marketo numbers and Mike, put in front of the global head of sales, could not articulate how his team's work tied to pipeline and bookings. His advice for getting unstuck is not to read more reports but to find the right mentor, the person who can tell you what they would do with a million dollars and how much it would book, and to put yourself in pressure positions where you can be embarrassed and learn the rest of the picture. On AI, Mike is direct: it will not replace your brain, it cannot learn your business for you, and the marketers entering the field today should still master Excel, Salesforce, and marketing automation, because hard skills paired with good soft skills are what actually let you influence a business.

May 7, 202615 min

Why experience design is the only edge left when AI commoditizes content with Julio Ramirez Berroa

with Julio Ramirez Berroa·Marketing Operations Leader, B2B Architectural Lighting Manufacturer

Julio Ramirez Berroa, a marketing operations leader at a Connecticut-based B2B architectural lighting manufacturer, argues that AI is collapsing content quality into a commodity and that experience design is the only durable differentiator left for B2B marketers. He traces AI through four stages (machine learning, generative, agentic, and what he calls directive) and explains why every business is now drowning in tool sprawl, where 15 disconnected tools accumulate in two years and none of them talk to each other. Once AI can replicate the formulas that enterprise teams use to produce 'good enough' content, brand differentiation has to move from output to experience: turning prospects from spectators into participants through 3D product visualization, WebGL environments, projection mapping, and tools like Twinmotion (free under a million in revenue) and TouchDesigner (free for most small businesses). Julio warns that AI also crystallizes operational gaps, so an immersive website that outruns a real-world experience (late shipments, broken handoffs) will accelerate churn rather than prevent it. For marketers who want to break into experience design, his order of operations is start with hard close-rate data, justify spend in real dollars, then walk up the totem pole from content to customer service to revenue, designing for the hours your office is closed (when architects are at home making decisions at 11pm) so the brand still works without a human on the other end.

May 6, 202617 min

How to run social media like a real-time testing ground with Austin Price

with Austin Price·Director of Social Media, H&L Agency

Austin Price, Director of Social Media at H&L Agency in Oakland, frames social as the real-time nervous system of the market and runs every campaign as a portfolio of hypothesis-driven tests where creative is the question and data is the answer. He uses engagement rate as a default metric while warning that every metric eventually gets gamed, so the right measure depends on the campaign goal — impressions and engagement for awareness, lower-funnel signals for conversion. Austin gives a piece of content roughly 24 hours, not 30 days, to reveal whether to pivot or lean in, using prior content samples as his baseline so he can recognize an above-line or below-line read fast enough to redirect spend. He pushes back on raw reach as a vanity metric, pointing to a campaign that hit 100 million impressions against a 5 million addressable market as the cleanest tell that targeting is broken, and warns that giveaway-driven engagement can stall purchase intent because prospects pause buying to see if they won. He reframes quality versus quantity as a consistency problem (cell phone or full crew, the channel rewards on-message posting at a cadence you can sustain for a year) and treats the comment section as the missing context layer behind every dataset, the source that tells you why a piece of data happened rather than just what happened. His closing claim is that social is now the testing ground for every other channel: Hulu's Chad Powers began as a Manning brothers YouTube video, the Dr. Pepper jingle clip became a national TV ad, and authentic social formats are now mimicked in CTV and traditional advertising.

May 5, 202617 min

How to use AI across sales, marketing, and customer success with Richmond Taylor

with Richmond Taylor·Founder, AI Automation and Education

Richmond Taylor, founder of an AI automation and education business and the startup promptanything.io, uses the Feynman technique to collapse the entire go-to-market motion into a frame a five-year-old could repeat: sales is how you speak, marketing is how you look, and customer success is how you get the second date. Inside that frame, AI now handles roughly 80 percent of the work in each function, from custom outbound and meeting booking on the sales side, to scripts, frames, videos, tone, voice, and brand on the marketing side, to inbound responses and tier-one customer support. The unlock is prompt engineering, which Richmond compares to landing in a small Japanese town with no shared language: without it, you cannot navigate the AI world. He breaks prompts into four categories (system, user, developer, assistant) and explains why one big detailed prompt outperforms a long thread of short follow-ups, where each new message burns tokens, bloats context, and pushes the model toward contradictions and hallucinations. His closing recommendation is to start by mastering the prompt itself, because every other AI capability (agents, automations, web apps) is downstream of how clearly you can communicate with the model.

May 1, 202614 min

Why more AI content is not the same as more pipeline with Amanda Landsaw

with Amanda Landsaw·CMO, Endeavor B2B

Amanda Landsaw, CMO at Endeavor B2B (a marketing, media, and intelligence organization spanning 90+ brands across 16 verticals), argues that increased supply and volume of AI content does not increase relevance, differentiation, or trust, because speed is not strategy. She frames the work as 'crap input equals crap output' and explains that getting useful AI work back requires an almost intimate relationship with the model, layered prompts that peel back the onion, and a willingness to feed the system your own talks, papers, blogs, and podcasts so it can ghostwrite in your voice without losing the human review layer. Amanda also walks through how buyer behavior is shifting as people use ChatGPT and Claude as their new search, why personalization is really just relevancy in disguise (anchored in privacy-first behavioral and intent data), and how to give sales reps smarter openings so discovery starts a step or two ahead of ground zero. She makes the case that the one thing AI cannot replicate is point of view, which is why the human element, tone, and bias have to stay in the loop. The takeaway: produce less noise, sharpen the input, keep the human review, and design content so AI surfaces it on the consumer side too.

April 30, 202619 min

Why customer marketing is a growth driver, not a content function with Antu Buck

with Antu Buck·Customer Marketing Leader, Gigamon

Antu Buck, who built the customer marketing pillar from scratch at Gigamon and previously led programs at McAfee and Intel, argues that most teams misdiagnose customer marketing as a content function when it should be run as a growth driver. She breaks the discipline into three pillars: customer advocacy (testimonials, case studies, reference programs), community engagement (executive briefings, advisory boards, social), and customer lifecycle management (onboarding, renewal, expansion in partnership with customer success). To keep voice-of-the-customer authentic, Antu refuses to let brand teams script customer quotes and instead asks open-ended questions like what keeps you up at night and what you would tell someone in your position six months ago. She walks through how voice-of-customer research drove Gigamon to shift its messaging from public cloud to hybrid cloud, and how a customer advisory board vote led the company to launch precryption. Her credibility loop runs on visible internal communication: an executive dashboard tied to business outcomes that shines the same light on the team that the team shines on customers. Her starter playbook for new customer marketers: align to business goals first, get a tool in place inside the first 30 days, build the case study and reference program, then layer in win-loss research and advisory boards as you go.

April 29, 202619 min

Why sales enablement stops driving revenue when it becomes a service desk with Christa Fisher

with Christa Fisher·Head of Sales Training and Development

Christa Fisher, Head of Sales Training and Development with more than two decades in sales, enablement, and L&D, argues that enablement stops driving revenue the moment it gets treated like a service desk: sales requests training, enablement delivers training, everyone feels good, and the needle never moves. She uses a race car driver analogy to separate the two functions: training teaches the driver how to drive strategically, while enablement keeps the car fueled, the track clear, and the win achievable. The diagnostic question that flips reactive into proactive is not what do sellers need but what has to change in live deals to drive more revenue, which forces enablement to align to pipeline health, conversion, and quota instead of content volume. Christa pushes hard on observable deal behaviors as the unit of measure: deeper discovery questions, value tied to business impact, multi-threading, and clean stage progression rather than completions and attendance. She explains why reps revert to old habits under pressure (the new behavior never became the practiced default), why late-stage surprises like procurement stalls are really upstream discovery failures, and why the first place to look for insight is not the dashboard but the call recording. Her closing rule: feel-good training is nice, but sticky training, embedded by sales leaders into real deals, is what changes behavior.

April 28, 202617 min

Why sales enablement is really a revenue execution system with Robin Schweitzer

with Robin Schweitzer·Revenue and Sales Enablement Executive

Robin Schweitzer, a Revenue and Sales Enablement Executive with a background spanning sales, marketing, and enablement, argues that most teams misdiagnose enablement as training and content when it should operate as a revenue execution system. She installs three pillars when she walks into a role — rep readiness, pipeline management, and deal execution — and refuses to let content volume masquerade as impact. Robin shows how a lopsided discovery-to-proposal ratio (roughly one week of discovery against four weeks of proposal) surfaced a hidden three-part discovery problem that, once broken into sequenced conversations, lifted close-won rate by 12 percent at a prior B2B SaaS employer. She watches threading, stage duration, talk-to-listen ratio, and stall clusters as her early-warning signals, and uses a four-quadrant stakeholder mapping exercise across C-suite, sales leadership, and reps to build credibility before she recommends change. Her rule for SKO is the tell: training only sticks when it's followed by micro-trainings tied to real open deals, not a calendar event that decays inside a month. The closing frame: stop chasing the number, change the behavior, and bring product and market problems back upstream when they belong there.

April 24, 202614 min

Finding a job in the age of AI (and what marketers should do differently) with Katie Fortunato

with Katie Fortunato·EVP Platform and Innovation, Co-Founder of Hire Innovations (Jobstream)

Katie Fortunato, EVP of Platform and Innovation and co-founder of Hire Innovations (Jobstream), explains that 70 to 80 percent of jobs never make it to a job board and over 65 percent of hires still come through networking and referrals — which means the mass-apply, 'bot on bot' activity dominating LinkedIn is a dead end for both sides of the table. For job seekers, she recommends using the Ikigai framework (passion, skill, market demand) to define a target and then running account-based marketing on your own career — building a named target list of companies and working referral paths in. For employers, she argues every company now needs a clearly articulated employer value proposition (EVP) and a recruitment marketing engine that treats candidates like a consumer audience, including creator-driven video content that is future-friendly for AI search and LLMs. Katie also makes the case for the 'chief work officer' — the convergence of HR, marketing, and operations around human capital — and shares a Pokemon case study where rejected applicants are being reframed as the brand's most loyal fan base. Her closing advice: get creative, bring humanity back into hiring, and build for the channels AI actually surfaces.

April 23, 202621 min

How to tie content to revenue, retention, and real customer outcomes with Justin Chappell

with Justin Chappell·Head of Digital Strategy, CX and Operations

Justin Chappell, Head of Digital Strategy, CX and Operations, argues that most content programs are stuck measuring vanity metrics — opens, clicks, awareness, and engagement — when they should be tied to financial outcomes like gross revenue retention, net revenue retention, renewal rates, and time to value. He outlines the three places content programs typically break down: content gets created in isolation without cross-functional ownership, it gets delivered on rigid time-bound drip campaigns instead of predictive signals, and success is measured too early on easy numbers instead of 30/60/90-day behavior. Justin contrasts the 'peanut butter' health-score approach — where one red/yellow/green model gets spread across every customer — with predictive engagement models that use product telemetry, psychographic, and firmographic data to meet each customer individually. He introduces a long form / short form / micro-learning framework that turns content into a roadmap every department can contribute to, with program managers, tech writers, and marketing each owning a role. He closes with a case for self-service as a friction-removal strategy, arguing the next evolution is AI-enabled systems that anticipate what a customer needs before they ask — so content finds them, not the other way around.

April 22, 202620 min

How to turn your best digital content into physical mail that closes deals with Kris Rudeegraap

with Kris Rudeegraap·Co-CEO, Sendoso

Kris Rudeegraap, Co-CEO of Sendoso and a decade-long operator in the direct mail and gifting automation space, argues that marketers are sitting on a pile of high-performing digital content that could double as their best physical outreach — they just never think to mail it. In this Content Amplified episode, Kris walks through how to triangulate top-performing assets using three data sources (sales enablement platforms like Highspot or Seismic, web/CMS analytics, and paid-ad conversion data), then repurpose them into formats worth opening — Mad Libs books, scratch-off insight cards, workbooks, video mailers, trading cards, and quarterly printed magazines. He maps physical mailers to the full buyer's journey, from top-of-funnel SDR plays to stage-three air cover in competitive deals to post-sale onboarding kits, and explains how AI now drives personalization, print-on-demand, smart delivery to home addresses, and signal-based automated workflows. He closes with a dead-simple starter plan: pick your best asset, print 50 copies, split them across 25 in-pipeline deals and 25 target accounts, write a note, and ship.

April 21, 202617 min

How to Operationalize Discovery So Buyers Sell Themselves with Nick Lopez

with Nick Lopez·Learning & Development Leader | Sales Enablement

Nick Lopez, a sales learning and development leader with a background spanning marketing and multifamily sales, argues that most discovery calls fall apart for the same reason: sellers ask surface-level questions, bounce between topics, and default to pitch mode the moment things get quiet. In this Content to Close episode, Nick walks through a 'pillar' framework for discovery where every question drills deeper into one topic before moving on — so sellers actually uncover pain instead of skimming past it. He explains the 80/20 listening rule (sellers talk 20%, clients talk 80%), why personal pain matters more than company pain, and the specific questions that get prospects to sell themselves on the solution. Nick also shares a practical handoff model from sales to customer success — document everything, run an internal prep meeting before involving the client, and preserve the rapport that was built in discovery so the client experience stays consistent through the full lifecycle. His closing take on content: during discovery, keep it minimal, but use diagnostic checklists and relatable collateral as leave-behinds to build trust and prepare prospects for the next meeting.

April 17, 202621 min

How to Turn Data Into Narratives People Actually Remember with Kirsten Von Busch

with Kirsten Von Busch·Director of Product Marketing, Experian Automotive

Kirsten Von Busch, Director of Product Marketing at Experian Automotive, shares how her team turns one of the richest datasets in the auto industry into content that marketers, dealers, lenders, and OEMs actually use. Kirsten walks through her 'treat it like a science experiment' approach: start with a hypothesis about what you think the data will say, drill in to confirm or kill it, then build a narrative people can act on. She argues brand messaging still matters early (credibility is a prerequisite to being heard), but after that, data-driven content wins — as long as you speak in the audience's language, not yours. Kirsten explains why partner-led stories add proof that first-party data alone can't deliver, why every insight should be published in multiple formats (white paper, LinkedIn clip, video, data deep-dive) because different audiences consume differently, and why the biggest trap in data storytelling is 'burying the lead' in pivot tables. Her closing advice on metrics: vanity metrics (opens, downloads, time spent) matter, but the real signal is whether someone asked a 'so what' follow-up question — and she still treats conference hallway feedback as one of her most valuable data sources.

April 16, 202618 min

How Search and Discovery Are Changing in the Age of Generative AI with Rich Missey

with Rich Missey·20-Year SEO Veteran | Hyatt, Cars.com, Groupon, Whirlpool

Rich Missey, a 20-year SEO veteran who has led search at Hyatt, Cars.com, Groupon, and Whirlpool, argues that the playbook most marketers have been running for two decades is breaking — and the fundamentals most teams skipped are exactly what matters in the new world. Rich explains 'query fan out,' where generative systems expand a user's basic question into follow-ups the user hadn't even formed yet, and guides them to the answer without ever leaving the search ecosystem. That means informational content is getting swallowed whole inside AI overviews, and the old SEO-to-conversion handoff (rank, land, pop-up, convert) no longer happens. Rich's answer: structure. He makes the case that heading hierarchy, internal linking, sentence-level clarity (he literally brings up junior-high sentence diagramming), and tables/bullets — not prose walls — are what determine whether generative systems surface your content. He also pushes marketers to rethink measurement (scroll depth, micro-interactions, and conversion funnels, not just views) and to dismantle silos between SEO, social, editorial, and press teams so the brand experience is consistent wherever the user encounters it. His closing bet: within a year or two, generative systems will create their own subtasks and agents on the fly, and the marketers who invested in clean content structure and technical infrastructure (APIs, database access) will be the ones still getting picked up.

April 15, 202617 min

How to Be Creative in a "Boring" Industry with Logan Freedman

with Logan Freedman·Global Head of SEO, ManyChat

Logan Freedman, Global Head of SEO at ManyChat, has built a career out of standing out in industries everyone else calls boring. In this episode, Logan defines creativity as figuring out how to stand out in 'a sea of gray' — and his definition starts with fun. If you're not having fun yourself, your audience won't either. Logan explains how to spot when your team has stalled out (hint: stress, boredom, and overload are the telltale signs), and why the best ideation sessions are the ones that start with completely off-topic conversations about cults or weird hobbies and then loop back into work. He walks through his most famous campaign at LawnStarter: after getting denied a FOIA request about grass damage at Austin City Limits, he talked the CMO into walking the festival with swabs, tested six locations for fecal matter in a lab, pitched the results as an exclusive to every Texas news outlet, and got banned from ACL for life — while generating 100+ high-authority backlinks. Logan also breaks down his playbook for turning these campaigns into backlink-generating studies: build a full methodology page, use data snippets and simple graphs (not full infographics, which media outlets hate), password-protect the page, pitch it as an exclusive to one top-tier publisher, then watch lower-tier outlets pick it up for free. His closing advice for building creativity into a regular workflow: hold ideation sessions every two weeks, treat no idea as bad, and maintain a running database of crazy ideas you can pull from when a campaign slot opens up.

April 14, 202617 min

Don't Be Afraid to Create Less with Jessika Ward

with Jessika Ward·Sales Enablement Leader | 13 Years in SaaS

Jessika Ward, a 13-year sales enablement veteran who has built programs from scratch at multiple SaaS startups, argues that the biggest shift enablement teams can make is redefining their function — from content and training generation to performance management. She explains why seller attention is a commodity that should be protected at all costs, and why the best enablement content feels like a shortcut, not homework — showing up when sellers are stuck rather than waiting for a calendar event. Jessika introduces an 'air traffic control' model for enablement where one curated signal per week replaces the noise of competing teams fighting for seller attention. She also challenges the industry's reliance on engagement and course-completion metrics, arguing that observable behavior change and revenue outcomes — deal velocity, pipeline generated, time to close — are the only metrics that matter. Her closing advice: start with the business problem, respect seller attention, and don't be afraid to create less.

April 8, 202615 min

What Publishing a Book Taught a 20-Year Marketing Veteran About His Own Craft with Frank Pasquine

with Frank Pasquine·Marketing Director, Americas | DoubleVerify

Frank Pasquine, Marketing Director at DoubleVerify with nearly 20 years in the field, shares what promoting his debut novel The Prince of New York taught him about his own marketing craft. Despite spending his career advising on content strategy, platform fragmentation, and audience targeting, Frank discovered that doing it for his own product — with his own money and no approval process — was a fundamentally different experience. He explains how the fragmentation he talks about daily at DoubleVerify hit differently when he was a one-man team choosing between TikTok, Instagram, and BookTok. Frank reveals that his most successful content strategy mirrors what works in his corporate role: in-person activations (like a book signing at a St. Mark's Place bookstore) amplified digitally for FOMO and social proof. He also shares how AI video tools like Sora are enabling him to create teaser content in minutes that would have cost thousands at NYU Film School, and offers a practical playbook: start planning 100 days before launch, know your audience, identify your differentiation, and build anticipation through micro-moments and hooks.

April 9, 202625 min

Find Your Superpower, Then Build a Team Around the Gaps with Allison Myers

with Allison Myers·Director of Marketing & Communications | Fives Intralogistics Corp.

Allison Myers, Director of Marketing and Communications at Fives Intralogistics Corp. with 25 years in B2B marketing, shares her framework for identifying your professional superpower and using it to build both a standout personal brand and a stronger team. She offers three diagnostic questions: What problems do people trust you with when it really matters? What type of work energizes you even on your worst day? And when do you reliably move the needle? Allison explains how to blend personal and professional branding on LinkedIn without oversharing — using a 'thin but intentional' line that reinforces trust and credibility. She addresses how to cut through AI-generated noise by leading with point of view over presence, arguing that consistency beats cleverness and that you don't need a viral moment to stand out. She closes with a powerful team-building philosophy: once you know your superpower, hire people who fill your gaps — don't hire another you. The collective output of a complementary team is always greater than any individual effort.

April 8, 202619 min

Why More Content Isn't Working and What to Do Instead with Natalie Cunningham

with Natalie Cunningham·SVP of Marketing | Data Axle

Natalie Cunningham, SVP of Marketing at Data Axle, explains why producing more content each quarter without seeing a lift in pipeline is a symptom of a deeper problem: most marketing teams spend all their energy on production and none on the intelligence work that makes production successful. She introduces the concept of 'audience intelligence' — understanding the whole human inside the buying committee, not just their job title and firmographics — and shares how first-party research at Data Axle revealed that generational influences on buying behavior transfer directly from consumers' personal lives into their B2B purchasing decisions. Natalie also addresses AI's role as a 'marketer frenemy,' arguing that AI should be repositioned from a content production partner to a thought partner that accelerates research and insight generation. She closes with a strong take on measurement: content should never be measured against pipeline generation metrics, because doing so sets content teams up for failure.

April 7, 202618 min

Sales Enablement Is a Revenue System, Not a Training Function with Jason Gwilliam

with Jason Gwilliam·Sales Enablement Practitioner | 25 Years in Healthcare & Med-Tech

Jason Gwilliam, a 25-year healthcare and med-tech sales enablement veteran, makes the case that enablement must be treated as a revenue system — not a training function. He explains how to shift executive perception by anchoring on measurable metrics like time-to-competency and sales cycle compression, and why enablement is best understood as an ecosystem of cross-functional stakeholders all feeding into a central hub. Jason draws on his experience at Abbott and other companies to illustrate how an aligned enablement program drives faster ramp times, shorter sales cycles, and reproducible selling behaviors. He also addresses the coaching-vs-managing distinction using sports analogies, shares why marketing alignment is critically undervalued in enablement, and explains how AI coaching tools should be introduced carefully — as development tools, not punitive grading systems. He closes with an emerging trend: fractional enablement roles on company boards.

April 3, 202619 min

Content Is King, but Distribution Wears the Pants with Leslie Bartley

with Leslie Bartley·Lifecycle & Customer Marketing Expert | Squire

Leslie Bartley, lifecycle marketing expert at Squire, makes the case that content strategy is inseparable from distribution strategy — because the greatest content in the world still falls flat if it shows up on the wrong channel at the wrong time. She introduces a practical framework for matching message urgency to channel type: transactional messages warrant multi-channel redundancy, while discovery and education content belongs in reference-friendly formats like email and notification centers rather than high-interruption push and SMS. Leslie shares how she uses customer.io and documented workflows to keep complex multi-channel messaging organized, and makes a nuanced case for the symbiotic relationship between automation and human touch — arguing that automation should handle the 90% of routine touchpoints so human CSMs can focus their 10% on high-value conversations. She closes with her 'core four' metrics framework (reach, conversion/engagement, revenue, disinterest) and a forward-looking vision of centralized, AI-curated B2B content digests.

April 2, 202618 min

Bringing a Broadcast Mindset to B2B Marketing with Roisin Hunt

with Roisin Hunt·Senior Director of Product Marketing at Great Place to Work

Roisin Hunt, Senior Director of Product Marketing at Great Place to Work, draws on a decade of Irish television and radio production to show how a broadcast mindset transforms B2B marketing. She explains why every piece of content should be built like a segment — with a hook, pacing, and a clear audience experience — and how the COVID era permanently raised the bar for digital events. Roisin breaks down the biggest mistakes brands make in virtual events (audio/visual quality, lack of audience energy, no pre/post personalization plan) and pushes back on the false belief that great production requires a big budget — her most successful event ran on Zoom Webinar with 2,500 attendees. She also shares how she turned her company's annual conference into a year-round content pipeline, using the conference stage to vet and produce case studies, digital event segments, and written content for the rest of the year.

April 1, 202617 min

Why People Connect with People, Not Brands with Marisa Lather

with Marisa Lather·Content Marketer & Brand Strategist | Marketer Marisa

Marisa Lather, content marketer and brand strategist known as Marketer Marisa, explains why the rise of AI-generated polished content has paradoxically made raw, human-first content more valuable. She traces the 'anti-AI aesthetic' — messy bathroom sink product photography, unpolished social media — to a fundamental truth: people are hardwired to connect with other people, not brands. Marisa breaks down how to close the trust gap through creator partnerships (internal and external), employee advocacy, user-generated content, and radical transparency. She introduces the concept of a creator hub — a centralized enablement resource for creators — and explains why the biggest brands succeed by trusting creators to create rather than enforcing rigid messaging. She also shares practical advice for measuring creator campaigns: personality-based campaigns track sentiment, engagement, and loyalty, not just conversion, and the channel strategy should follow the audience, not the brand's preferences.

March 31, 202616 min

How Seller Curiosity and Continuous Discovery Drive More Closed-Won Deals with Claire Scull

with Claire Scull·Founder at Ordo Consultants

Claire Scull, founder of Ordo Consultants, explains why seller curiosity is the single most underrated driver of closed-won deals. She walks through two essential sales frameworks — BANT (Budget, Authority, Need, Timeline) for early qualification and SciPAB (Situation, Complication, Implication, Position, Action, Benefit) for deeper proposal-stage discovery — and shows how each maps to different stages of the sales cycle. Claire emphasizes that discovery is not a one-time event: the best sellers practice continuous revalidation throughout the opportunity lifecycle, using Customer Verifiable Outcomes (CVOs) to confirm deal health at every stage. She shares a cautionary real-world story of a committed forecast deal lost because a seller stopped asking questions after initial qualification, and discusses how content — from onboarding resources and enablement flashcards to customer references and thought leadership — plays a critical role across the entire sales process.

March 27, 202622 min

Marketing Org Design, Content Strategy, and AI's Impact on the Modern CMO with Justin Steinman

with Justin Steinman·Chief Marketing Officer at ModMed

Justin Steinman, CMO of ModMed, delivers a masterclass on marketing organizational design and how it fuels a powerful content engine. He structures his marketing team like a free market economy — product marketers aligned with product managers, specialty marketers with general managers, and demand gen managers with sales segments (with bonuses tied to sales quota achievement). Corporate marketing serves as the unifying brand voice and final filter to market, ensuring consistency across all campaigns. Justin introduces his 'steak and sizzle' framework: product marketing delivers the substance (positioning, differentiation, business benefits) while the content team in corporate marketing adds the voice and brand consistency. He also explains how AI is reshaping content demands — LLMs consume information differently than search engines, press releases are back in vogue because LLMs love them, and he positions AI as an 'intern' that accelerates his content team's output without replacing them.

March 26, 202618 min

Using AI for Mega Trend Research and Smarter Content Strategy with Tuesday Hagiwara

with Tuesday Hagiwara·Marketing Strategist at Nonprofit (Research-focused)

Tuesday Hagiwara reveals a side of AI that most marketers overlook — using it for high-level strategic research and trend analysis rather than just content creation. She walks through her process of identifying mega trends using the PESTLE framework (Political, Economic, Social, Technological, Legal, Environmental), leveraging tools like ChatGPT, Claude, and Miro to consume and synthesize massive amounts of research — including 160+ pieces of thought leadership and 60+ reports. By grounding LLM conversations in deep research, she produces dramatically better campaign ideas and content strategies than those relying on generic AI prompts. Tuesday emphasizes using AI for what it does best — summarizing and pattern recognition — rather than writing content directly, and validates all AI-generated insights through real-world conversations.

March 25, 202616 min

Why Trust-Driven Content Comes from People, Not Brands with Tiffanie Reynolds

with Tiffanie Reynolds·Owner at MARCOM Consultants

Tiffanie Reynolds, owner of MARCOM Consultants, makes a compelling case for why trust-driven content must come from real people — not polished corporate messaging. She cites research showing storytelling is 20 times more memorable than corporate messaging and consumers trust subject matter experts 63% more than corporate brands. Tiffanie explains why companies are often hesitant to promote individual personalities (fear of employees leaving), but argues this approach backfires because audiences crave human-centric, personality-driven content. She highlights Tampa International Airport and Wendy's as brands doing human-centric social content right — using humor, micro-stories, and cultural relevance — while calling out the professional services industry (Big Four consulting firms) for producing excellent research content but lacking brand personality. On AI, Tiffanie praises its value as a research tool with citations but warns writers to always verify sources and never use AI to write content directly.

March 24, 202616 min

Content to Close Special: How Do You Turn a Failed Sales Call Into Your Best Training Content?

with Cassie Watkins·Sales Enablement Leader

Cassie Watkins, a Sales Enablement Leader with five years of enablement experience and a decade in sales, tells the story of how a BDR's fumbled competitor question on a hot prospect call became her best training content. Her approach: listen to the recorded call first, put yourself in the seller's shoes, then build 'choose your own adventure' style content that follows the natural flow of real conversations rather than generic objection-handling worksheets.

March 20, 202616 min

How to use AI without flooding the internet with garbage content?

with Joya Scarlata·Director of Marketing at Interra Information Technologies (InterraIT)

Joya Scarlata, Director of Digital Marketing at InterraIT, argues that AI-generated content quality depends entirely on human intention — not the tools themselves. The core issue she identifies is 'automation without intention': marketers skipping strategic thinking before hitting publish, producing emotionally flat, purposeless content that erodes brand trust. Her framework: establish clear business objectives first, use AI for research and iteration, but keep human judgment as the final filter.

March 19, 202616 min

What does your brand actually do for customers — and why that matters more than you think?

with Greg Silverman·Global Director of Brand Economics at Interbrand

Greg Silverman, Global Director of Brand Economics at Interbrand, argues that most companies cannot clearly articulate what their brand actually does for customers — and that disconnect directly costs them revenue. He breaks down how to align brand promise with customer reality.

March 18, 202618 min

How do you connect content creation to actual pipeline and revenue growth?

with Katerina Maerefat·VP, Growth Marketing at Mediafly

Katerina Maerefat breaks down practical frameworks for tying content creation directly to pipeline and revenue — moving beyond vanity metrics to prove real content ROI. The fuller lesson is that Content ROI measurement starts with tying content touchpoints to pipeline stages, not just tracking views and downloads The most effective content programs build around buyer questions at each stage, not around internal product features The page now frames the episode as a practical, transcript-backed reference for marketers who need the key idea, the reusable examples, and the next-step guidance without listening to the full recording first.

March 17, 202617 min

How Can SMBs Build a Go-To-Market Strategy Without Enterprise Budgets or Tools?

with Launa Rich·Founder at Secure Quota | Sales Enablement & GTM Strategist

Launa Rich, Founder of Secure Quota and a sales enablement and GTM strategist with 18+ years of technology sales experience, shares practical frameworks for SMBs to build real go-to-market motions without enterprise tools or budgets. Her top priority: build a foundational brand first, then leverage partnerships, authentic relationship-building, and signal-based sales — while keeping tools simple and month-to-month until you know what works.

March 13, 202615 min

How Can You Build a Scalable Thought Leadership Engine Using 15-Minute Employee Interviews?

with Laura Pursley·Senior Marketing Director at US Signal

Laura Pursley reveals how to turn quick 15-minute employee interviews into a scalable thought leadership content engine — blog posts, social content, and more — without burning out subject matter experts. The fuller lesson is that 15-minute structured interviews with SMEs can generate enough raw material for 4-6 pieces of content across multiple formats The key to avoiding SME burnout is making the process effortless for them — prepare questions, record everything, handle all production The page now frames the episode as a practical, transcript-backed reference for marketers who need the key idea, the reusable examples, and the next-step guidance without listening to the full recording first.

March 12, 202619 min

How do you build a content strategy that actually supports sales?

with Katie Robinson·Chief Marketing Officer at LS3P

Katie Robinson explains why most content strategies fail sales teams and provides a practical framework for building content around the buyer journey that reps actually want to use. The fuller lesson is that Sales teams ignore most marketing content because it's built around product features rather than buyer objections and questions at each deal stage The highest-impact sales content maps to specific moments in the buyer journey — not generic 'awareness' or 'consideration' buckets The page now frames the episode as a practical, transcript-backed reference for marketers who need the key idea, the reusable examples, and the next-step guidance without listening to the full recording first.

March 11, 202616 min

How Do You Create B2B Content Customers Actually Care About Instead of a 'Glorified Pamphlet'?

with Nick Centera·Marketer & Storyteller, Renewable Energy Sector

Nick Centera, a marketer and storyteller in the renewable energy sector with a filmmaking background, explains that most B2B content fails because it is a 'glorified pamphlet' — company-focused messaging disguised as content. The fix is finding the intersection between what customers actually care about and your business goals, then telling stories with emotional hooks that translate features into benefits at every stage of the buyer journey.

March 10, 202621 min

How Should You Balance Brand and Demand to Drive Real Revenue?

with Filippa Noghani·Global Marketing Leader

Filippa Noghani, a global marketing leader with 20+ years of experience building marketing functions from the ground up, reframes brand versus demand as a false choice. She argues they should not even be separated — brand credibility directly improves demand conversion, and both should go to market simultaneously with different content types serving different purposes. Her teams measure success through opportunities created, not MQLs.

March 5, 202614 min

How Do You Cut Through Marketing Noise with Personalized Customer Journeys?

with Jessica Thames·Director of Marketing at Assurance Financial

Jessica Thames, Director of Marketing at Assurance Financial, shares how her team cuts through marketing noise by building thousands of automated customer journeys that feel deeply personal. The secret is an 80/20 split — 80% pre-built automated communications triggered by life events and behavioral signals, with 20% manual human touchpoints that feed back into the system and split journeys into 15+ different paths based on real conversation outcomes.

March 4, 202618 min

How Do You Build a Content Engine Around Real Customer Voices?

with Carol Wade·Senior Director of Marketing at Watchfire Signs

Carol Wade, Senior Director of Marketing at Watchfire Signs, draws on her background in live radio broadcasting to explain how building a content engine around real customer voices creates more authentic and impactful marketing than any polished corporate messaging. Her approach focuses on outcomes first, making customers comfortable sharing their stories by positioning them as thought leaders, and using the COPE method to maximize distribution without overproduction.

March 3, 202617 min

How Do You Build a Content Engine That Actually Drives Revenue?

with Pritesh Vora·B2B Growth Leader

Pritesh Vora, a B2B growth leader who helped scale Sprinto from $300K to multi-million dollar revenue, shares a disciplined framework for treating content as a core revenue engine rather than a support function. His approach starts with a 'moral compass' — is this content making a real human's life better? — then ties every content theme to a specific revenue moment and protects focus through explicit no-go lists.

February 26, 202614 min

How Can B2B Brands Actually Win on Instagram?

with Jenn Herman·Instagram Expert, Founder of Jenn's Trends

Jenn Herman, internationally recognized Instagram expert and founder of Jenn's Trends, makes the case that B2B brands are leaving opportunities on the table by dismissing Instagram. With 3 billion monthly active users, your B2B buyers are already there — the key is shifting from product-focused marketing to education-driven social content that solves real problems and drives shares and DMs.

February 25, 202619 min

How Can First-Party Research Turn B2B Content Into a Scalable Growth Engine?

with Donna Parent·Chief Marketing Officer at Dynamo Software

Donna Parent, CMO at Dynamo Software, demonstrates how quarterly first-party research reports can become the backbone of a scalable B2B content engine. With a team of fewer than 10 marketers, she personally oversees survey design, data validation, and report development — turning around each quarterly report in roughly three months and repurposing findings into press releases, Forbes editorials, webinars, infographics, and social media campaigns.

February 24, 202624 min

How Can You Use AI to Create Authentic, Human-Centered Content Without Losing Your Brand Voice?

with Mandy Arola·Director of Marketing at Nashville Software School

Mandy Arola, Director of Marketing at Nashville Software School, shares how she maintains authentic, human-centered content while leveraging AI by always starting with a real story. She builds custom GPTs trained on her brand voice and treats AI as a collaborative editing partner rather than a replacement writer, using it to repurpose podcasts into blogs, social posts, and short clips.

February 19, 202617 min

How Can a Niche Attack Strategy Help You Win More B2B Sales?

with Amie Milner·EVP of Marketing & Sales Enablement at Abstrakt

Amie Milner, EVP of Marketing & Sales Enablement at Abstrakt, explains how her company grew to $80 million by narrowing focus to specific industry niches rather than casting a wide net. The strategy centers on identifying industries where you already have strong case studies, assigning sales reps to only 3-4 niches where they can become true experts, and using exclusivity as a competitive differentiator.

February 18, 202616 min

Is AI Ruining Thought Leadership in B2B—or Raising the Bar?

with Jake Edie·Managing Partner at RenewComm

Jake Edie, Managing Partner at RenewComm, argues that AI is actually raising the bar for thought leadership by flooding the market with mediocre content — making genuinely insightful, experience-based content more valuable than ever. The key differentiator is proprietary knowledge from working in an industry that AI simply cannot access, since AI trains only on publicly available information and misses the real challenges companies face behind closed doors.

February 17, 202617 min

How Do Custom GPTs Help Teams Create More Without Losing Their Voice?

with Fred Faulkner·SVP of Marketing at McFadyen Digital

Fred Faulkner, SVP of Marketing at McFadyen Digital, explains how custom GPTs — from his personal writing assistant Aria to strategic co-pilots and chief-of-staff bots — help his small marketing team create more efficiently without losing their voice. His breakthrough technique is talking to GPTs through advanced voice mode rather than typing, which captures authentic tone, thinking process, and conversational style in ways that written prompts cannot.

February 12, 202618 min

Why Do Buzzwords Make Your Content Less Credible?

with Abby Ross·Corporate Communications Leader at Hydrolix

Abby Ross, Corporate Communications Leader at Hydrolix, argues that buzzwords — words that mean nothing but everyone uses — make companies sound less credible, less trustworthy, and indistinguishable from competitors. Drawing from her experience learning cybersecurity from scratch, she advocates for replacing every buzzword with a specific, meaningful descriptor that communicates what your product actually does and the pain it solves.

February 11, 202614 min

Why Does People-First Content Build Stronger Brands Than Brand Messaging?

with Beka Wueste·Director of Brand & Marketing at Integrated Data Services

Beka Wueste, Director of Brand & Marketing at Integrated Data Services, makes the case that people-focused content builds stronger brands than brand-first messaging because brands cannot exist without people. She shares how employee spotlights, intern capstone articles, and customer partnership stories consistently outperform promotional content — not by driving immediate sales, but by building trust, visibility, and advocacy that sustain brands long-term.

February 10, 202616 min

How Can Brands Bridge the Gap Between Human Quality and AI Efficiency?

with Katrine Rasmussen·CMO at Pixels

Katrine Rasmussen, CMO at Pixels, explains how her company created an ethical approach to AI-generated fashion content through Digital Twins — where real models consent to and are compensated for AI-generated versions of themselves. She argues that AI is only as good as the people behind it, and that putting AI tools in the hands of skilled industry creatives rather than prompt engineers is the key to producing quality work instead of AI slop.

February 5, 202617 min

Is AI Rewriting the Rules of Your Content Strategy?

with Bridget Folliard Terrones·VP of Marketing & Communications at IREM

Bridget Folliard Terrones, VP of Marketing & Communications at IREM, explains how AI is fundamentally rewriting search rules — Google now serves AI summaries instead of web page results, meaning content strategy must shift from keyword-focused SEO to question-based AEO (AI Engine Optimization). She argues this is content's time to shine, as unique human insights, videos, and testimonials become the differentiators that AI cannot replicate.

February 4, 202614 min

Are You Creating Content Based on Beliefs or Just Demographics?

with April Grudier·B2B Marketing Leader

April Grudier, a B2B marketing leader who transitioned from B2C at Staples and BJ's Wholesale Club, argues that target insights based on beliefs, values, and motivations — not just demographics — are the most important part of any marketing plan. She also makes a compelling case that PR is having a major comeback because earned media now feeds the large language models powering AI search, literally teaching the internet who your brand is.

February 3, 202624 min

Creating High Performing Newsletters Using AI and Subject Matter Experts

with Olivia Martinez·Director of Partner Marketing & Communications at Mission (a CDW Company)

Olivia Martinez, Director of Partner Marketing & Communications at Mission (a CDW Company), shares how she builds high-performing newsletters by combining custom GPTs trained on a subject matter expert's voice with human editorial review. She reveals that sending newsletters from a named individual rather than a brand increased open rates by over 15%, and that building genuine relationships with SMEs before asking them to participate in content is the most important success factor.

January 29, 202615 min

Authentic Marketing Strategies for the Age of Generative AI

with Andy Brooks·Director of Marketing & Communications at UC Davis Student Health

Andy Brooks, Director of Marketing & Communications at UC Davis Student Health and author of two books on generative AI for marketers, argues that AI's low barrier to entry creates a dangerous feedback loop of affirmation where mediocre content feels fantastic. He explains that AI lacks the intuition, discipline, and emotional intelligence that marketers build over years — and while 'no AI used here' may be a badge of honor temporarily, it will eventually become irrelevant as AI becomes universally accepted.

January 28, 202616 min

Is Content Your Revenue Lever?

with Jennifer Halsey·Content Strategy Leader at Dragos

Jennifer Halsey, Content Strategy Leader at Dragos, explains how content is the fuel for every other marketing function — the common denominator across demand gen, product marketing, and brand. She shares her framework of six strategic business outcomes for building a content strategy function from scratch, emphasizing that you must earn the right to be strategic by delivering quick wins first, then building the unsexy foundational systems that make content findable, organized, and scalable.

November 11, 202519 min

Are You Writing For The Right Persona?

with Courtney Klepsch·Marketing & Communications Leader

Courtney Klepsch, a marketing and communications leader with over 20 years of experience, argues that humanizing your brand through founder stories, About pages, and community storytelling is more important than ever in the AI era. She believes the About page is the single most underused opportunity for brands to connect with consumers on a human level, and that authentic community stories — even imperfectly produced ones — outperform polished corporate content.

November 6, 202518 min

Can You Tell a Story in Six Words?

with GinaRenee Autrey·Director of Marketing & Strategic Impact at KleinSchmidt

GinaRenee Autrey, Director of Marketing & Strategic Impact at KleinSchmidt, shares how outside-the-box creative campaigns — from Shakespeare-themed dam decommissioning papers to Dr. Seuss-inspired fisheries content — transformed a niche hydropower firm's marketing and generated multi-million dollar results. She explains that the creative process starts by listening to how technical staff naturally talk about problems, then finding unexpected real-world analogies that grab attention in industries where every ad looks the same.

November 5, 202517 min

Are You Moving Fast Enough Online?

with Deborah Shapiro·VP of Growth at Black Angus Steakhouse

Deborah Shapiro, VP of Growth at Black Angus Steakhouse and a self-described data diva, explains how the loyalty loop — where advocacy breeds awareness, which breeds sales, which breeds more advocacy — can drive 10x faster growth than traditional awareness campaigns. She reveals how a brand connection workshop uncovers why customers actually love you, and why chasing demographic trends like Gen Z without understanding your core audience leads to content that alienates your real customers.

November 4, 202519 min

Weaponized Curiosity

with Lee Phenner·Marketing & Brand Leader at Action for Boston Community Development

Lee Phenner, Marketing & Brand Leader at Action for Boston Community Development, explains how deep brand identity work — rooted in mission, vision, values, and brand personality — drives consistent yet adaptable marketing across channels. He emphasizes that brand identity should have a soul, and that AI works best as a collaborator for research and execution while humans retain ownership of big concepts and creative ideas.

October 30, 202516 min

Are You Writing or Just Posting?

with Chantal Sagnes·Fractional Managing Director & Agency Consultant

Chantal Sagnes, a fractional managing director and agency consultant with 15 years in advertising, argues that AI-generated content is now identifiable not because of formatting quirks but because it lacks personality. She believes brands and individuals have a responsibility to post authentically — finding what is uniquely true about their DNA — and that the real danger of AI is replacing original thought with prompting as the default starting point.

October 29, 202516 min

Are You Chasing Content or Revenue?

with Christine Jennings·Product Marketing Leader at DTN

Christine Jennings, Product Marketing Leader at DTN, argues that marketers must balance AI efficiency with authentic storytelling by keeping humans in the loop. She emphasizes choosing two or three content channels to master rather than chasing every trend, and advocates for short-form video, in-person events, and human-to-human conversations as the best ways to cut through content clutter.

October 28, 202518 min

Where Should AI End and Humans Begin?

with Janelle Jones·Business Marketing Strategist & Tech Founder

Janelle Jones, Business Marketing Strategist and Tech Founder, argues that AI should end where authenticity and vulnerability begin. She advocates for building sustainable content systems over chasing posting-every-day burnout culture, and emphasizes that knowing your audience through direct surveys and feedback is more valuable than any algorithm hack.

October 23, 202518 min

Do Thought Leadership Ads Actually Work?

with Nikki Little·Integrated Communications Leader at Franco

Nikki Little, Integrated Communications Leader at Franco, explains that thought leadership works best when it operates as part of an integrated communications system rather than in isolation. She walks through the PESO model (Paid, Earned, Shared, Owned) and shows how aligning all media types around shared business objectives — not siloed department goals — is the key to driving measurable outcomes.

October 22, 202519 min

Is Everything Actually Content?

with Lee Densmer·Content Marketing Consultant & Author

Lee Densmer, Content Marketing Consultant and Author, argues that brands need to think and act like creators by treating content as a product worth selling. She uses Rick Steves as the original creator model — someone who built an empire by leading with creations rather than sales — and makes the case that B2B brands must shift from anonymous corporate content to human-led, personality-driven publishing.

October 21, 202518 min

Does Grassroots Marketing Still Win Hearts?

with Kelley Hippler·Chief Revenue Officer at Briefly Legal

Kelley Hippler, Chief Revenue Officer at Briefly Legal and former Global Chief Sales Officer at Forrester Research, shares how true sales and marketing alignment transformed revenue outcomes at Forrester. She explains that shared revenue goals, regular cross-functional meetings, and marketing taking ownership of pipeline contribution are the keys to eliminating the classic finger-pointing between sales and marketing.

October 16, 202518 min

How Do You Cut Through AI Noise?

with Bernie Goldenberg·Director of Product Marketing at Zappi

Bernie Goldenberg, Director of Product Marketing at Zappi, explains how to cut through AI noise by building positioning that's grounded in real customer insights rather than internal assumptions. He walks through a scrappy, multi-source research process — from sales calls to social listening to AI-assisted analysis — and shows how directly asking customers what matters to them often reveals positioning opportunities your team never considered.

October 15, 202519 min

Are You Letting Customers Tell Your Story?

with Paul Hemingway·Marketing Leader at Lighthouse Foods

Paul Hemingway, Marketing Leader at Lighthouse Foods with a career spanning Kimberly Clark, Wendy's, Coca-Cola, and JM Smucker, explains how smaller brands can win against competitors with massive budgets by being strategic about media placement. Rather than competing head-to-head for share of voice in channels dominated by big spenders, he advocates owning niche channels where your brand can capture majority attention.

October 14, 202517 min

Are You Selling Features or Outcomes?

with Valerie Capone·Director of Marketing & Communications

Valerie Capone, Director of Marketing and Communications with over 37 years in professional services marketing, shares how the fundamentals of good marketing have remained constant from 1987 to today despite massive technology changes. She argues that AI is a tool, not a crutch — storytelling, intentionality, and authenticity remain the core of effective marketing regardless of the tools available.

October 9, 202516 min

Is Your Content Valuable Enough to Sell?

with Kelsey Smith·Director of Digital Marketing at FranConnect

Kelsey Smith, Director of Digital Marketing at FranConnect, explains how she pivoted from product-led content to customer success stories and saw dramatic results — 10x web page traffic increases and faster deal close times. She argues that leading with customer outcomes rather than product features creates content that serves as a source of truth no one can dispute.

October 8, 202516 min

Are You Still Writing for Humans?

with Matthew Scales·Seafood Marketing Director at Maryland Department of Agriculture

Matthew Scales, Seafood Marketing Director at the Maryland Department of Agriculture, shares how he used an outside-the-box competitive eating event to generate massive content and awareness for Maryland blue catfish — an invasive species threatening the Chesapeake Bay. His story demonstrates how creative, experience-driven marketing generates far more engaging content than traditional press releases and social posts.

October 7, 202518 min

Does Research Make the Best Marketing?

with Matt Dornfeld·Global AI Go-to-Market Leader at Commerce (formerly BigCommerce)

Matt Dornfeld, Global AI Go-to-Market Leader at Commerce (formerly BigCommerce), walks through how to personalize the entire webinar experience from registration to recap using workflow automation and LLMs. He demonstrates that most webinar programs fail because they force all attendees down the same path, when dynamic forms, enriched data, personalized pre-reads, breakout rooms, and AI-powered follow-up can transform engagement and conversion.

October 2, 202518 min

How Do You Align Content and Promotion?

with Rosemary Ajuka-LeCroy·Director of Marketing at AM Batteries

Rosemary Ajuka-LeCroy, Director of Marketing at AM Batteries and former radio host turned marketer, argues that AI's real superpower for content marketing is data and research — not content creation. She believes marketers are spending too much time making memes with AI and not enough time using it to deeply understand their customers, which is what actually makes content cut through the overwhelming noise consumers face.

October 1, 202513 min

Should You Build a Custom GPT?

with Laliv Hadar·SVP of Marketing at Envision Communications

Laliv Hadar, SVP of Marketing at Envision Communications, makes the case that experiential marketing is having a major moment in B2B because people are craving human-to-human interaction that digital channels and AI cannot replicate. She explains how content should be the connective tissue before, during, and after live experiences, and how brands can atomize event content across channels to extend its lifespan far beyond the event itself.

September 30, 202516 min

Can customers power your growth?

with Crystalee Beck·Owner of Comma Copywriters

Crystalee Beck, Owner of Comma Copywriters, shares data from internal pilots showing that for long-form content, AI-assisted writing took just as much time as starting from scratch once revision and brand alignment were factored in. She argues that the human element must be fiercely protected in the editing and polishing phase, and that publishing AI content without human review is worse than not publishing at all.

September 25, 202516 min

Can sales and marketing finally align?

with Sarah Renner·VP of Marketing Strategy & Analytics at MarketBridge

Sarah Renner, VP of Marketing Strategy and Analytics at MarketBridge, argues that traditional lead generation tactics like form fills and email blasts are declining because prospects have been trained to distrust gated content. She makes the case for trust-based marketing through quality content that is detailed, authentic, and unique — and explains why mid-to-lower funnel content matters more than top-of-funnel in the age of AI and generative search.

September 24, 202519 min

What Does Real Value Look Like?

with Paramita Bhattacharya·Full Stack Marketing Leader

Paramita Bhattacharya, a full stack marketing leader with 25 years in tech, argues that real value in content is no longer about volume or rankings — it is about credibility, authority, and point of view. She explains that AI-driven discovery rewards proprietary insights, first-party data, and differentiated perspectives over generic content, and that authenticity and authority are now deeply interconnected.

September 23, 202516 min

Can You Cover Your Company Like a Beat?

with Rachel Grace·Founder of Gallant Creative

Rachel Grace, founder of Gallant Creative and journalist-turned-marketer, argues that brands should cover themselves like a beat reporter — using raw, low-fidelity content that feels authentic rather than polished corporate messaging. She explains that Gen Z audiences crave genuine human connection over production value, and that internal brand ambassador programs built on mutual benefit are the most sustainable way to generate this content.

September 18, 202512 min

Can Demand Gen Be Personal And Scalable?

with Amanda Lucidi·Founder of Mandy Media Co.

Amanda Lucidi, founder of Mandy Media Co., explains that demand gen can absolutely be both personal and scalable — but only if you build the operational foundation first. She argues that most businesses fail at scaling content because they skip the planning phase, and that sustainable workflows require clear goals, the right team communication, and proving a process manually before investing in software.

September 17, 202517 min

Is Content the Engine Behind Growth?

with Kim Kanary·B2B & B2C Marketing Leader

Kim Kanary, a B2B and B2C marketing leader with experience spanning retail, e-commerce, and manufacturing, makes a compelling case that content is a revenue lever, not a cost center. She shares concrete examples showing that the right content accelerates the buyer journey, and advocates for tying content metrics to business outcomes using tools like media mix modeling and multi-touch attribution.

September 16, 202519 min

Does your content reach the 95%?

with Taylor Whetstone·Marketing Operations Professional at Augury

Taylor Whetstone, a marketing operations professional at Augury, explains that reaching the 95% of your audience not actively buying requires deeply understanding your personas and tailoring content to each segment. She advocates for including persona targeting in content goals, educating sales teams on content purpose, and using rigorous KPI frameworks to measure whether content is worth the investment.

September 11, 202520 min

How Is AI Changing Search?

with Ravi Pimplaskar·Marketing Leader & Live Storyteller

Ravi Pimplaskar, a marketing leader and live storyteller with 20 years of experience in ad tech, reveals that live storytelling and marketing campaigns share the same DNA: both require a clear moral, a desired emotional reaction, and a relatable opening. His Hemingway-inspired six-word campaign exercise forces teams to find the core message before building anything, and his halftime-show webinar format drove 5x registration goals by prioritizing entertainment over product pitches.

September 10, 202518 min

What makes video a growth engine?

with Knyckolas Sutherland·B2B Content & Growth Marketer

Knyckolas Sutherland, a B2B content and growth marketer with a background in cognitive science, explains that video becomes a growth engine when you combine trend awareness with deep audience understanding and move fast within well-defined brand guardrails. He emphasizes that creativity thrives within constraints, and that the speed of your response to trends — minutes versus days — makes a massive difference in content impact.

September 9, 202517 min

Can Marketing Lead Strategy?

with Eric Hultgren·National Content Platform Leader at Advance Local

Eric Hultgren, National Content Platform Leader at Advance Local, introduces the concept of weaponized curiosity — the practice of relentlessly questioning everything around you to uncover the stories that companies are too close to their own products to see. Drawing from two decades in radio and media, he explains how finding wonder in the mundane, building honest feedback groups, and testing ideas on your personal brand first are the keys to marketing that actually leads business strategy.

September 4, 202515 min

How Is AI Changing B2B Marketing?

with Ricky Baizas·Digital Marketing & Storytelling Professional

Ricky Baizas, a digital marketing and storytelling professional with roots in film school and acting, argues that AI is not changing the fundamentals of B2B marketing — great storytelling still requires deep reading, disciplined writing, and understanding the language of your audience. He recommends going back to pen-and-paper basics to develop economical writing skills, spending 90% of creative time on finding the core insight, and measuring story resonance by the velocity of audience engagement.

September 3, 202518 min

Can Podcasting Build Real Relationships?

with Kara Brown·CEO of Lead Coverage

Kara Brown, CEO of Lead Coverage and author of The Revenue Engine, argues that content itself has become a commodity — what matters is the strategy behind it, the distribution through PR, and identifying the 5% of buyers who are actually in-market right now. She explains that focusing on intent data and hyper-specific, timely messaging connected to revenue is far more valuable than crafting perfect content for the 95% who are not ready to buy.

August 28, 202518 min

Are You Marketing to the Wrong People?

with Zach Presswood·Director of Advertiser Success at AdMarketplace

Zach Presswood, Director of Advertiser Success at AdMarketplace, argues that the line for AI and personalization should be drawn the moment it stops feeling authentic — and shares a deeply personal story of how automated personalization sent baby congratulations emails after a tragic loss, illustrating why human judgment must remain the final filter. He recommends using AI for information management and data tasks while keeping humans in control of creative output and nuanced personalization.

August 27, 202517 min

Have You Ever Tried Anti Marketing?

with Katrine Rasmussen·Marketing Leader at Pixels

Katrine Rasmussen, marketing leader at Pixels, reveals what she calls the best-kept secret in B2B marketing: LinkedIn Thought Leader Ads. By promoting individual LinkedIn posts from sales reps rather than running corporate ads, her team achieves half the cost-per-click and half the CPM of traditional LinkedIn ads while building both brand awareness and personal credibility for sales reps with hyper-targeted enterprise accounts.

August 21, 202513 min

Is AI Rewriting the Rules of Marketing?

with Molly Evola·Senior Content Marketing Manager at Customer.io

Molly Evola, Senior Content Marketing Manager at Customer.io, champions the mindset that everything is content — meaning content should be a strategic driver that unifies voices across product marketing, demand gen, sales, and the entire organization into one cohesive brand story. She explains how editorial syncs, content request forms that start with 'why,' and making it easy for subject matter experts to contribute are the keys to scaling content without losing authenticity.

August 20, 202518 min

Are press releases still alive?

with David Beach·Actor, Variety Performer & Podcaster

David Beach, actor, variety performer, and host of the Awesome News Daily podcast, makes the case that grassroots marketing is still alive and powerful — drawing from his career as a theme park busker who built crowds by doing something worth watching rather than yelling for attention. He argues that natural, passion-driven growth creates more loyal audiences than paid advertising, and that finding passionate voices is the key to authentic marketing.

August 19, 202517 min

How Do You Build Marketing From Zero?

with Masha Tarasyuk·Director of Product Marketing at Codecademy

Masha Tarasyuk, Director of Product Marketing at Codecademy, explains that building marketing from zero starts with three fundamentals: establishing a clear brand voice, maintaining the real human message behind your content, and anchoring everything in authentic customer stories. She emphasizes that in a world where AI has exploded content volume 260x, brands stand out by having a distinct voice, staying positive, and amplifying real people from inside and outside the organization.

August 14, 202517 min

Can a Play Teach Content Strategy?

with Lauren Sawyer·Events Marketing Leader at dual.tech

Lauren Sawyer, Events Marketing Leader at dual.tech who has produced over 300 virtual events, makes the case that customer advocacy should drive all marketing — not just testimonials, but every interaction with the brand. Her approach centers on creating exceptional, personalized experiences at small, intentional events where customers tell their own stories, building relationships before selling, and tracking advocacy impact with data to prove ROI to leadership.

August 13, 202519 min

How Do You Tell a Century of Stories

with Vikram Maram·Marketing Leader

Vikram Maram, a marketing leader specializing in brand storytelling, explores how companies with decades or even a century of history can find and tell the stories that make legacy brands relevant to modern audiences. The episode covers strategies for mining institutional knowledge, balancing heritage with innovation, and creating narratives that honor the past while speaking to today's customers.

August 12, 202516 min

Is Product Market Fit Still Enough?

with Evan Read·Head of Marketing at Quiply

Evan Read, Head of Marketing at Quiply, reveals how his team uses AI coding tools like Replit, v0, and Bolt to turn blog content into interactive micro-SaaS products — free tools like ROI calculators and inventory trackers that prospects use for months before converting to the paid platform. This productized content strategy has driven a 200-300% year-over-year increase in organic inbound revenue and created a distribution moat against AI-driven zero-click search.

August 7, 202517 min

Can Guerrilla Marketing Still Work Today?

with Amit Gupta·Marketing Leader at Fortanix

Amit Gupta, Marketing Leader at Fortanix with 11 years of experience, warns that AI is fundamentally changing not just content creation but content consumption — and most marketers are unprepared. As prospects increasingly use AI agents to research, summarize, and even reply to emails on their behalf, the entire inbound engine needs to be rethought around FAQ-style conversational content, because marketers may soon not know whether they are communicating with a human or a bot.

August 6, 202518 min

What Makes Marketing Actually Work?

with David Kyle Choe·Director of Product Marketing

David Kyle Choe, Director of Product Marketing, argues that the most effective marketing today is showing the messy, authentic process behind your products — not the polished end result. Drawing on examples from brands like StoryMFG, Anthropic, and Craighill, he makes the case that research and behind-the-scenes content is the best form of marketing in an era of AI slop, because you cannot fake obsession and you cannot replicate documentation of real experiments.

August 5, 202516 min

Is Shopping Becoming Social Again?

with Matt Holden·Digital Manager at Lucas Oil Products

Matt Holden, Digital Manager at Lucas Oil Products, defines true alignment as everyone understanding the 'why' behind a campaign — not just the deadline. His approach to aligning content and promotional strategy involves bringing all stakeholders in early, building a unified calendar that ties promotional opportunities to content pillars, and benchmarking performance both against industry standards and your own company's past results.

July 31, 202514 min

Can AI Make Marketing More Human?

with Mick Essex·Head of Growth Marketing at Power

Mick Essex, Head of Growth Marketing at Power, demonstrates how custom GPTs can dramatically scale marketing operations for small teams. By identifying repetitive, time-consuming tasks — from article editing to email spam checking to AEO optimization — and converting them into purpose-built GPTs with rich knowledge bases, his team went from a three-month content backlog to scheduling articles months in advance.

July 29, 202519 min

Is LinkedIn Still Worth Your Time?

with Katie Hickey·Senior Director of Revenue & Growth Marketing at dscout

Katie Hickey, Senior Director of Revenue and Growth Marketing at dscout, reveals that customer-led growth is her secret weapon for driving revenue. By turning customers into brand ambassadors through community programs, webinars, Slack meetups, and referral incentives, she has built a growth engine where customers become the lead drivers — closing deals, expanding accounts, and advocating for the brand organically.

July 22, 202519 min

Introducing... Connor the Content Octopus

with David Malmborg·VP of Marketing & Sales at Boostability

David Malmborg, VP of Marketing and Sales at Boostability, shares how running both sales and marketing teams gives him a unique perspective on bridging the gap between the two departments. His approach centers on shared definitions, a revenue requirements document that works backwards from closed deals, consistent customer experience across every touchpoint, and regular cross-team communication to eliminate operational gaps.

July 17, 202517 min

Is Top of Funnel Content Still Worth It?

with Sean Huntington·Marketing Director at Strive

Sean Huntington, Marketing Director at Strive, argues that the brands with real staying power are those that build around value and community rather than quick conversions. He introduces a three-tier value pyramid — primary product value, secondary educational value, and tertiary community value — where the compounding effect of shared value between customers creates sustainable, long-term growth.

July 16, 202516 min

349

Are We Still Writing for Humans?

with Daniel Nasaw·Head of Content at Altana

Daniel Nasaw, Head of Content at Altana and former Wall Street Journal national security news editor, argues that content marketers should cover their companies like a journalist covers a beat — immersing themselves in the subject matter, cultivating internal sources, and connecting their company's mission to broader industry currents. His approach emphasizes curiosity, radical collaboration, and the critical role of editorial thinking in elevating B2B content.

July 15, 202524 min

348

What If Your Audience Chose Your Content?

with Justin Cruz·Director of Digital Marketing at TSIA

Justin Cruz, Director of Digital Marketing at TSIA, explains that building a B2B demand engine that is both personal and scalable starts with deeply understanding your ideal customers — not just personas, but who is actually buying right now. His framework maps content to the five stages of awareness, so a small number of highly relevant assets can be personalized across segments and compounded over time.

July 10, 202518 min

347

How Does Content Create Growth and Scale?

with Billy Cripe·Global Vice President of Marketing at Solifi

Billy Cripe, Global Vice President of Marketing at Solifi, explains how does content create growth and scale. Billy Cripe joins Content Amplified to discuss how does content create growth and scale. The episode uses practical examples from Billy's work to show how marketers can turn expertise, customer insight, and clear positioning into content that is easier to trust and easier to use. The richer page treatment pulls the transcript into a standalone summary, specific takeaways, real quotes, reusable resources, and FAQs so the episode can serve search visitors and sales or marketing teams even before someone listens to the full recording. The practical lesson is to make content more useful by connecting the topic to audience intent, concrete examples, and a clear next action.

July 9, 202516 min

How Does Your Content Reach the 95 Percent Who Are Not Buying Yet?

with Ryan Radcliff·Product Marketing Leader at SupportLogic

Ryan Radcliff, Product Marketing Leader at SupportLogic, explains how does your content reach the 95 percent who are not buying yet. Ryan Radcliff joins Content Amplified to discuss how does your content reach the 95 percent who are not buying yet. The episode uses practical examples from Ryan's work to show how marketers can turn expertise, customer insight, and clear positioning into content that is easier to trust and easier to use. The richer page treatment pulls the transcript into a standalone summary, specific takeaways, real quotes, reusable resources, and FAQs so the episode can serve search visitors and sales or marketing teams even before someone listens to the full recording. The practical lesson is to make content more useful by connecting the topic to audience intent, concrete examples, and a clear next action.

July 8, 202518 min

How Is AI Changing Search Experience Optimization?

with Luke Hayes·Digital Marketing and SEO Strategist

Luke Hayes, Digital Marketing and SEO Strategist, explains how is ai changing search experience optimization. Luke Hayes joins Content Amplified to discuss how is ai changing search experience optimization. The episode uses practical examples from Luke's work to show how marketers can turn expertise, customer insight, and clear positioning into content that is easier to trust and easier to use. The richer page treatment pulls the transcript into a standalone summary, specific takeaways, real quotes, reusable resources, and FAQs so the episode can serve search visitors and sales or marketing teams even before someone listens to the full recording. The practical lesson is to make content more useful by connecting the topic to audience intent, concrete examples, and a clear next action.

July 3, 202516 min

How Do You Turn One Video Into a Full Content Library?

with Sherri Schwartz·Video and Content Marketing Leader

Sherri Schwartz, Video and Content Marketing Leader, explains how do you turn one video into a full content library. Sherri Schwartz joins Content Amplified to discuss how do you turn one video into a full content library. The episode uses practical examples from Sherri's work to show how marketers can turn expertise, customer insight, and clear positioning into content that is easier to trust and easier to use. The richer page treatment pulls the transcript into a standalone summary, specific takeaways, real quotes, reusable resources, and FAQs so the episode can serve search visitors and sales or marketing teams even before someone listens to the full recording. The practical lesson is to make content more useful by connecting the topic to audience intent, concrete examples, and a clear next action.

July 2, 202516 min

How Do You Build Expert-Led Content That Earns Trust?

with Susan Powell·Content and Marketing Leader

Susan Powell, Content and Marketing Leader, explains how do you build expert-led content that earns trust. Susan Powell joins Content Amplified to discuss how do you build expert-led content that earns trust. The episode uses practical examples from Susan's work to show how marketers can turn expertise, customer insight, and clear positioning into content that is easier to trust and easier to use. The richer page treatment pulls the transcript into a standalone summary, specific takeaways, real quotes, reusable resources, and FAQs so the episode can serve search visitors and sales or marketing teams even before someone listens to the full recording. The practical lesson is to make content more useful by connecting the topic to audience intent, concrete examples, and a clear next action.

July 1, 202518 min

342

How Should B2B Marketers Test AI Tools Strategically?

with Jill Ransome·B2B Marketing Leader

Jill Ransome, B2B Marketing Leader, explains how should b2b marketers test ai tools strategically. Jill Ransome joins Content Amplified to discuss how should b2b marketers test ai tools strategically. The episode uses practical examples from Jill's work to show how marketers can turn expertise, customer insight, and clear positioning into content that is easier to trust and easier to use. The richer page treatment pulls the transcript into a standalone summary, specific takeaways, real quotes, reusable resources, and FAQs so the episode can serve search visitors and sales or marketing teams even before someone listens to the full recording. The practical lesson is to make content more useful by connecting the topic to audience intent, concrete examples, and a clear next action.

June 25, 202516 min

341

How Can Podcasting Build Relationships That Drive Business?

with Jeremy Weisz·Co-Founder, Rise25

Jeremy Weisz, Co-Founder, Rise25, explains how can podcasting build relationships that drive business. Jeremy Weisz joins Content Amplified to discuss how can podcasting build relationships that drive business. The episode uses practical examples from Jeremy's work to show how marketers can turn expertise, customer insight, and clear positioning into content that is easier to trust and easier to use. The richer page treatment pulls the transcript into a standalone summary, specific takeaways, real quotes, reusable resources, and FAQs so the episode can serve search visitors and sales or marketing teams even before someone listens to the full recording. The practical lesson is to make content more useful by connecting the topic to audience intent, concrete examples, and a clear next action.

June 24, 202519 min

340

How to Lead Outbound with Content

Content Amplified

Strategies for using content to lead outbound sales efforts.

June 19, 202512 min

What Is Anti-Marketing Content for Technical Audiences?

with Jesus Requena·Marketing Leader at Sanity

Jesus Requena, Marketing Leader at Sanity, explains what is anti-marketing content for technical audiences. Jesus Requena joins Content Amplified to discuss what is anti-marketing content for technical audiences. The episode uses practical examples from Jesus's work to show how marketers can turn expertise, customer insight, and clear positioning into content that is easier to trust and easier to use. The richer page treatment pulls the transcript into a standalone summary, specific takeaways, real quotes, reusable resources, and FAQs so the episode can serve search visitors and sales or marketing teams even before someone listens to the full recording. The practical lesson is to make content more useful by connecting the topic to audience intent, concrete examples, and a clear next action.

June 18, 202536 min

How Is AI Changing Content Marketing and Search?

with Carmela Fortin·AI Coach and Consultant

Carmela Fortin, AI Coach and Consultant, explains how is ai changing content marketing and search. Carmela Fortin joins Content Amplified to discuss how is ai changing content marketing and search. The episode uses practical examples from Carmela's work to show how marketers can turn expertise, customer insight, and clear positioning into content that is easier to trust and easier to use. The richer page treatment pulls the transcript into a standalone summary, specific takeaways, real quotes, reusable resources, and FAQs so the episode can serve search visitors and sales or marketing teams even before someone listens to the full recording. The practical lesson is to make content more useful by connecting the topic to audience intent, concrete examples, and a clear next action.

June 17, 202516 min

337

How Do You Build Content Without Ads?

Content Amplified

Explores organic content strategies that don't rely on paid advertising.

June 12, 202515 min

336

Is Content Marketing Driving B2B Growth?

Content Amplified

Examines the current state of content marketing as a B2B growth driver.

June 11, 202519 min

335

Can Businesses Truly Build Trust Internally

Content Amplified

Explores internal trust-building strategies within organizations.

June 10, 202518 min

334

What Can B2B Teams Learn from Radio?

Content Amplified

Draws lessons from radio broadcasting that apply to B2B content marketing.

June 3, 202522 min

333

What Makes Content Actually Convert?

Content Amplified

Identifies the elements that make content genuinely convert readers into leads and customers.

May 29, 202515 min

332

Are You Balancing Art and Science of Content?

Content Amplified

Explores the balance between creative and analytical approaches to content.

May 28, 202516 min

331

How Do You Make B2B Content Fun

Content Amplified

Strategies for injecting personality and fun into traditionally dry B2B content.

May 27, 202514 min

330

How Do You Earn Client Content Trust?

Content Amplified

Discusses building trust with clients around content creation and collaboration.

May 22, 202517 min

329

What Content Does Sales Actually Use?

Content Amplified

Reveals what types of content sales teams actually use versus what marketers think they use.

May 21, 202519 min

328

What Makes Great Product Marketing Work?

Content Amplified

Explores the fundamentals of effective product marketing strategies.

May 20, 202516 min

327

Is Video More Powerful Than Text?

Content Amplified

Compares the effectiveness of video versus text content in marketing.

May 14, 202518 min

326

Is SEO Still Worth It in 2025?

Content Amplified

Evaluates the ROI of SEO investment in 2025's changing search landscape.

May 13, 202520 min

325

How Do You Make Content Unforgettable?

Content Amplified

Strategies for creating memorable content that sticks with audiences.

May 9, 202518 min

324

What Makes Content Worth Sharing

Content Amplified

Identifies the elements that make content genuinely shareable.

May 7, 202517 min

323

Is Branding Worth the Investment Today?

Content Amplified

Evaluates branding investment ROI in the current business environment.

May 6, 202520 min

322

Are You Hallucinating Your Marketing?

Content Amplified

Explores the concept of marketing hallucination and disconnected strategies.

May 2, 202517 min

321

Can Improv Make You a Better Marketer?

Content Amplified

Draws connections between improv comedy skills and marketing effectiveness.

April 30, 202519 min

320

Can Storytelling Be the Key to Growth?

Content Amplified

Explores storytelling as a primary driver of business growth.

April 29, 202519 min

319

How Do You Scale Content Creatively?

Content Amplified

Strategies for scaling content production without sacrificing creativity.

April 25, 202519 min

318

How Do You Build ABM That Works?

Content Amplified

Practical guide to building account-based marketing programs that deliver results.

April 24, 202519 min

317

What Makes Thought Leadership Actually Work?

Content Amplified

Identifies what separates effective thought leadership from content noise.

April 23, 202518 min

316

How Do You Inspire With Short Videos?

Content Amplified

Techniques for creating inspiring short-form video content.

April 22, 202514 min

315

Is Thought Leadership Worth the Effort?

Content Amplified

Evaluates the ROI of thought leadership content investments.

April 21, 202514 min

314

How to B2C your B2B content

Content Amplified

Applies B2C content strategies to B2B marketing for greater engagement.

April 18, 202516 min

313

Employees Aren't Just Part of the Brand. They Are the Brand.

Content Amplified

Argues that employees are the primary embodiment of brand values.

April 17, 202515 min

312

What Makes Thought Leadership Actually Work?

Content Amplified

Continued exploration of effective thought leadership strategies.

April 15, 202518 min

311

How Do You Build a Creative Team?

Content Amplified

Strategies for building and managing creative marketing teams.

April 11, 202517 min

310

Are You Telling the Right Story? In the Right Way?

Content Amplified

Examines both story selection and story delivery in marketing.

April 10, 202519 min

309

What Content Do Partners Actually Use?

Content Amplified

Reveals which content types channel partners actually leverage.

April 9, 202516 min

308

The RopeBridge Marketing Analogy.

Content Amplified

Introduces the RopeBridge analogy for understanding marketing strategy.

April 8, 202518 min

307

Are You Trapped in Generic Content?

Content Amplified

Identifies the generic content trap and how to escape it.

April 4, 202517 min

306

Is Video the Key to Mind Share?

Content Amplified

Explores video's role in capturing and maintaining audience mindshare.

April 3, 202515 min

305

OpenAI Goes Open Source and Meta Doubles Down on AI Ads

Content Amplified

News roundup covering OpenAI's open source move and Meta's AI advertising expansion.

April 2, 20257 min

304

Are You Measuring Paid Ads All Wrong?

Content Amplified

Challenges common paid advertising measurement practices.

March 31, 202518 min

303

Get your Content Aligned to Growth

Content Amplified

Strategies for aligning content strategy with business growth objectives.

March 28, 202521 min

302

Inside the Workflow of an AI-Backed Solo Podcast Team

Content Amplified

Behind-the-scenes look at running a podcast with AI-assisted workflows.

March 26, 202513 min

301

What Makes Content Strategy Truly Scalable?

Content Amplified

Identifies the elements that make content strategies genuinely scalable.

March 24, 202514 min

300

How Do You Cut Through the Noise?

Content Amplified

Strategies for making content stand out in a noisy digital landscape.

March 21, 202511 min

299

Is AI getting too cheap to ignore? Wednesday AI Update

Content Amplified

Brief AI news update on falling AI costs and implications for marketers.

March 19, 20253 min

298

How Can Social Comments Improve Marketing?

Content Amplified

Explores how social media comments can inform and improve marketing strategies.

March 18, 202517 min

297

How Do You Find Your Brand Voice?

Content Amplified

Guide to discovering and defining your brand's unique voice.

March 13, 202518 min

296

This Week in B2B Marketing

Content Amplified

Weekly roundup of B2B marketing news and trends.

March 12, 20256 min

295

How Can You Align Content to Your Audience?

Content Amplified

Strategies for aligning content with audience needs and preferences.

March 11, 202516 min

294

How Can 'Content Led Sales' Transform Your Business?

Content Amplified

Explores the content-led sales methodology and its business impact.

March 10, 202518 min

293

Weekly AI News and What Marketers Need to Know - GPT 4.5, Google's Ad Image Generator and More

Content Amplified

Quick AI news roundup covering GPT 4.5 and Google's ad image generator.

March 7, 20253 min

292

Do you have a case of content narcissism?

Content Amplified

Identifies and addresses the problem of self-centered content marketing.

March 6, 202515 min

291

How to Find Your Brand Story [with awesome example]

Content Amplified

Practical guide to discovering your brand story with a compelling example.

March 5, 202517 min

290

How Can You Make Content Timely and Impactful?

Content Amplified

Strategies for creating content that is both timely and makes a lasting impact.

March 4, 202516 min

289

How do you test and learn in marketing?

Content Amplified

Frameworks for testing and learning in marketing strategies.

March 3, 202514 min

288

How Do You Turn Product Knowledge Into Marketing & Sales?

Content Amplified

Translating deep product knowledge into effective marketing and sales content.

February 28, 20258 min

287

How Can You Build a Personal Brand on LinkedIn?

Content Amplified

Strategies for building a compelling personal brand on LinkedIn.

February 27, 202516 min

286

How Can Marketing Impact the Entire Customer Journey?

Content Amplified

Explores marketing's role across the full customer journey.

February 26, 202512 min

285

How Can You Make Content Snackable?

Content Amplified

Techniques for creating bite-sized content that drives engagement.

February 25, 202518 min

284

How Can Partnerships Elevate Your Marketing?

Content Amplified

Explores how strategic partnerships can enhance marketing effectiveness.

February 24, 202518 min

283

How do you thrive as a one-person marketing team?

Content Amplified

Practical advice for solo marketers managing all aspects of marketing.

February 21, 202514 min

282

How Can Storytelling Transform a Brand? [Amazing creative campaign story]

Content Amplified

Features an amazing creative campaign story demonstrating brand transformation through storytelling.

February 20, 202520 min

281

Are Communities the Future of Engagement?

Content Amplified

Explores community-driven engagement as the future of marketing.

February 19, 202517 min

280

Can personalization scale without losing impact?

Content Amplified

Examines whether personalization can maintain impact at scale.

February 18, 202513 min

279

Can AI Enhance Your Storytelling?

Content Amplified

Brief exploration of AI's role in enhancing storytelling capabilities.

February 17, 20255 min

278

Can creativity beat big budgets?

Content Amplified

Explores how creative thinking can outperform large marketing budgets.

February 14, 202521 min

277

Listening to your audience (amazing story!) - Part 1

Content Amplified

Part 1 of a compelling story about the power of audience listening.

February 13, 202518 min

276

How Do You Create Buyer-First Content?

Content Amplified

Strategies for creating content that puts the buyer's needs first.

February 12, 202518 min

275

How Can Empathy Transform Content Marketing?

Content Amplified

Explores how empathy-driven approaches transform content marketing effectiveness.

February 11, 202519 min

274

Why Are Marketers Afraid of Demos?

Content Amplified

Examines why marketers often shy away from product demos in content.

February 10, 202515 min

273

How is AI Transforming Marketing Teams?

Content Amplified

Discusses how AI is reshaping marketing team structures and workflows.

February 7, 202518 min

272

How Can Partnerships Amplify Your Marketing?

Content Amplified

Explores partnership strategies for amplifying marketing reach and impact.

February 6, 202519 min

271

How Do You Prove Content's Value?

Content Amplified

Frameworks for proving the business value of content marketing.

February 5, 202520 min

270

The 'Hearts and Smarts' Content Philosophy

Content Amplified

Introduces the Hearts and Smarts philosophy for content creation.

February 4, 202516 min

269

Does a Blog-First Content Strategy Still Work in 2025?

Content Amplified

Evaluates whether blog-first content strategies remain effective in 2025.

February 3, 202515 min

268

The Three Levels of ABM

Content Amplified

Breaks down the three levels of account-based marketing maturity.

January 31, 202517 min

267

What is the difference between strategy and planning?

Content Amplified

Distinguishes between marketing strategy and marketing planning.

January 30, 202516 min

266

How Can Marketers Win with First Party Data?

Content Amplified

Strategies for leveraging first-party data in marketing.

January 29, 202516 min

265

How Does Data Inspire Creativity?

Content Amplified

Explores the relationship between data insights and creative content.

January 28, 202517 min

264

Is AI Helping or Hurting Sales?

Content Amplified

Examines AI's dual impact on sales effectiveness.

January 27, 202517 min

263

Are Growth Hacks Holding Your Business Back?

Content Amplified

Challenges the growth hacking mentality and its long-term consequences.

January 24, 202517 min

262

How Can Subject Matter Experts Drive Content?

Content Amplified

Strategies for leveraging SMEs as content creation partners.

January 23, 202517 min

261

What Makes Content Strategy Effective?

Content Amplified

Identifies the core elements of an effective content strategy.

January 22, 202515 min

260

How Can Email Marketing Drive Engagement?

Content Amplified

Explores email marketing strategies that drive genuine engagement.

January 21, 202517 min

259

How Do You Show Empathy Through Content?

Content Amplified

Practical ways to demonstrate empathy in content marketing.

January 17, 202516 min

258

New Content Marketing Technologies Other Than AI

Content Amplified

Explores emerging content marketing technologies beyond AI.

January 16, 202517 min

257

Interview-Focused Content Marketing

Content Amplified

Deep dive into interview-based content marketing strategies.

January 15, 202518 min

256

How Do You Create Content That Converts?

Content Amplified

Frameworks for creating content designed to convert.

January 14, 202515 min

255

How Can Storytelling Boost Your Marketing?

Content Amplified

Explores how storytelling enhances marketing effectiveness.

January 13, 202521 min

254

How Does ABM Influence Sales Success?

Content Amplified

Examines ABM's direct influence on sales outcomes.

January 10, 202516 min

253

Effective storytelling techniques that keep readers engaged

Content Amplified

Practical storytelling techniques for maintaining reader engagement.

January 9, 202517 min

252

How Can Brands Tell the Right Story?

Content Amplified

Guide to selecting and telling the right brand stories.

January 8, 202515 min

251

What Does Paid Advertising Look Like in a Zero Click Content World?

Content Amplified

Explores paid advertising strategies in a zero-click content environment.

January 7, 202518 min

250

How Are Decision Makers Changing Today?

Content Amplified

Examines how B2B decision-making processes are evolving.

January 6, 202517 min

249

What Makes Data-Driven Content Unstoppable?

Content Amplified

Identifies what makes data-driven content particularly effective.

December 20, 202417 min

248

How Do You Market the Problem First?

Content Amplified

Explores problem-first marketing strategies over solution-first approaches.

December 18, 202416 min

247

What Makes a Content Ecosystem Successful?

Content Amplified

Identifies the components of a successful content ecosystem.

December 17, 202417 min

246

The 5 C's of Dating and Content Marketing

Content Amplified

Fun analogy connecting dating principles to content marketing strategies.

December 16, 202420 min

245

How Do You Master a Content Calendar?

Content Amplified

Practical strategies for mastering content calendar management.

December 13, 202414 min

244

How Can Affinity Content Boost Engagement?

Content Amplified

Explores affinity content strategies for boosting audience engagement.

December 12, 202415 min

243

What Is Outside In Thinking?

Content Amplified

Introduces the concept of outside-in thinking for content strategy.

December 11, 202416 min

242

How Do You Build Buyer Confidence? (hint - it's data)

Content Amplified

Explores how data builds buyer confidence in the purchasing process.

December 10, 202417 min

241

What Makes Content Truly Valuable?

Content Amplified

Defines what makes content genuinely valuable to audiences.

December 9, 202415 min

240

How Can Content Align with Business Goals?

Content Amplified

Strategies for aligning content marketing with broader business objectives.

December 6, 202416 min

239

How Can One Event Generate Five Content Ideas?

Content Amplified

Maximizing content output from single events.

December 5, 202416 min

238

How Do You Measure Content Strategy?

Content Amplified

Frameworks for measuring content strategy effectiveness.

December 4, 202417 min

237

How Can Demand Generation Drive Real Impact?

Content Amplified

Explores demand generation strategies that create meaningful business impact.

December 3, 202413 min

236

Happy Thanksgiving!

Content Amplified

Thanksgiving special episode.

November 28, 202417 min

235

What Does Social Media Look Like Now?

Content Amplified

Examines the current state of social media for marketers.

November 27, 202415 min

234

How Do You Build Organic Growth?

Content Amplified

Strategies for building sustainable organic growth.

November 26, 202419 min

233

How To Scale Content?

Content Amplified

Practical approaches to scaling content production.

November 25, 202415 min

232

Why Should You Prioritize Video Content?

Content Amplified

Makes the case for prioritizing video in content strategy.

November 22, 202417 min

231

Why Is Brand Is Back in Style?

Content Amplified

Explores the resurgence of brand marketing in modern strategy.

November 21, 202415 min

230

What does Demand Gen look like in 2024 and beyond?

Content Amplified

Forward-looking view of demand generation strategies.

November 20, 202415 min

229

The Content Moat Framework

Content Amplified

Introduces the Content Moat framework for building competitive advantages.

November 19, 202414 min

228

How Does Simplicity Drive Marketing Success?

Content Amplified

Explores how simplicity in messaging drives marketing results.

November 18, 202416 min

227

Here's How You Run the Perfect ABM Campaign

Content Amplified

Step-by-step guide to running a perfect ABM campaign.

November 15, 202419 min

226

What Is Gamification in Marketing?

Content Amplified

Introduces gamification concepts for marketing strategies.

November 14, 202414 min

225

Is Social Media the New Search?

Content Amplified

Examines social media's growing role as a search platform.

November 13, 202418 min

224

How Do You Cut Through The Content Noise?

Content Amplified

Strategies for making content stand out in an oversaturated market.

November 12, 202421 min

223

Is Organic Social Content the Future of Sales?

Content Amplified

Explores organic social content's role in driving sales.

November 11, 202417 min

222

Can AI Enhance Relationships?

Content Amplified

Explores using AI to enhance rather than replace business relationships.

November 8, 202416 min

221

How Can AI Supercharge Your SEO?

Content Amplified

Practical ways to use AI for SEO optimization.

November 7, 202418 min

220

Transforming Content with the Thanksgiving Turkey Method

Content Amplified

Content repurposing framework using the Thanksgiving Turkey analogy.

November 6, 202416 min

219

Part 2: How To Master Marketing Workflow?

Content Amplified

Part 2 of mastering marketing workflows for efficiency.

November 5, 202414 min

218

How To Master Marketing Workflow?

Content Amplified

Strategies for mastering and optimizing marketing workflows.

November 4, 202412 min

217

Simplicity is a Marketer's Best Friend

Content Amplified

Why simplicity is the most powerful tool in a marketer's arsenal.

November 1, 202414 min

216

How Can Research Elevate Your Content?

Content Amplified

Using research to elevate content quality and authority.

October 29, 202418 min

215

Is Email Marketing Broken Beyond Repair?

Content Amplified

Examines the current challenges facing email marketing.

October 28, 202417 min

214

How to Use AI Video

Content Amplified

Practical guide to using AI for video content creation.

October 25, 202417 min

213

How Do Jobs to Be Done Shape Content?

Content Amplified

Applying Jobs to Be Done framework to content strategy.

October 24, 202415 min

212

How Do You Launch Products Internally?

Content Amplified

Strategies for successful internal product launches.

October 23, 202421 min

211

How Can Content and Demand Gen Teams Be Best Friends?

Content Amplified

Building collaboration between content and demand gen teams.

October 22, 202417 min

210

How Do You Set Content Boundaries?

Content Amplified

Setting healthy boundaries for content scope and production.

October 21, 202417 min

209

Is Content the Core of Marketing?

Content Amplified

Argues that content is at the core of all marketing activities.

October 18, 202418 min

208

Storytelling Can Transform Your Content Marketing?

Content Amplified

How storytelling transforms content marketing effectiveness.

October 17, 202418 min

207

How Can Content Mimic TV Production?

Content Amplified

Applying TV production principles to content marketing.

October 16, 202418 min

206

How Can Technology Unlock Your Marketing Potential?

Content Amplified

Leveraging technology to unlock marketing capabilities.

October 15, 202416 min

205

How Do You Align Marketing with Sales?

Content Amplified

Practical strategies for marketing-sales alignment.

October 14, 202415 min

204

How Do You Turn Content Into Experiences?

Content Amplified

Transforming static content into engaging experiences.

October 11, 202418 min

203

How Can Internal Experts Drive B2B Content?

Content Amplified

Leveraging internal experts to create compelling B2B content.

October 10, 202416 min

202

How to Pivot Your Marketing Career

Content Amplified

Advice for pivoting your marketing career path.

October 9, 202417 min

201

You Can't Just Be Better - Be Different

Content Amplified

Why differentiation matters more than being incrementally better.

October 8, 202415 min

200

Is AI Changing How We Write?

Content Amplified

Examines AI's impact on writing processes and quality.

October 7, 202416 min

199

How Can Testimonials Build Audience Trust?

Content Amplified

Leveraging testimonials for building audience trust.

October 4, 202417 min

198

Making your Content More Interactive

Content Amplified

Quick tips for making content more interactive.

October 3, 20244 min

197

Is AI Ready to Replace Human Creativity?

Content Amplified

Examines whether AI can truly replace human creative thinking.

October 2, 202417 min

196

Are You Writing Content for the Wrong Audience?

Content Amplified

Identifies common audience targeting mistakes in content marketing.

October 1, 202416 min

195

How Does Brand Make Your Content Stand Out?

Content Amplified

How strong branding makes content stand out from competitors.

September 30, 202418 min

194

Everything You Wanted to Know About Content Calendars

Content Amplified

Comprehensive guide to content calendar management.

September 27, 202417 min

193

How do you Learn Marketing Today?

Content Amplified

Modern approaches to learning marketing skills.

September 26, 202417 min

192

How Can Brands Win with Video?

Content Amplified

Strategies for winning with video content.

September 25, 202416 min

191

What Makes a Winning Content Strategy?

Content Amplified

Elements of a winning content strategy.

September 24, 202421 min

190

Repurpose your Content with Earned Media

Content Amplified

Strategies for repurposing content through earned media.

September 23, 202420 min

189

How Do Partnerships Elevate Your Content?

Content Amplified

How partnerships can elevate content quality and reach.

September 20, 202416 min

188

How Do You Create a High-Impact White Paper?

Content Amplified

Guide to creating high-impact white papers.

September 19, 202419 min

187

Using AI to Trend Jack the News

Content Amplified

Leveraging AI for newsjacking and trend-based content.

September 18, 202417 min

186

How Do You Create Content for All Audiences?

Content Amplified

Creating content that resonates across different audience segments.

September 17, 202418 min

185

How Does Content Drive Demand Generation?

Content Amplified

Content's role in driving demand generation.

September 16, 202419 min

184

Friday the 13th!

Content Amplified

Fun Friday the 13th special episode.

September 13, 20244 min

183

How Can You Thrive Amid Google's AI Changes?

Content Amplified

Adapting to Google's AI-driven search changes.

September 12, 202417 min

182

How Can Psychology Transform Your Content?

Content Amplified

Applying psychological principles to content creation.

September 11, 202420 min

181

How Can Content Atomization Boost Your Marketing?

Content Amplified

Content atomization strategies for marketing amplification.

September 10, 202418 min

180

How To Pick the Perfect Brand and Domain Name?

Content Amplified

Guide to choosing brand and domain names.

September 9, 202417 min

179

Using Thought Leadership Content for Every Persona

Content Amplified

Tailoring thought leadership for different buyer personas.

September 6, 202418 min

178

How Can Systems Thinking Transform Your Marketing?

Content Amplified

Applying systems thinking to marketing strategy.

September 5, 202422 min

177

The Difference Between Performance and Search-Driven Content

Content Amplified

Distinguishing between performance and search-driven content approaches.

September 4, 202422 min

176

What Is Human-Centric Content?

Content Amplified

Defines and explores human-centric content creation.

September 3, 202415 min

175

How Do You Become an Industry Expert?

Content Amplified

Path to becoming a recognized industry expert.

August 30, 202416 min

174

Why Is Content Marketing Hard to Measure?

Content Amplified

Explores the measurement challenges in content marketing.

August 29, 202418 min

173

What Does SEO Look Like in 2024?

Content Amplified

State of SEO in 2024 and what's changing.

August 28, 202420 min

172

Is Your Marketing Missing a Journalistic Approach?

Content Amplified

Applying journalistic techniques to marketing content.

August 27, 202415 min

171

Is Function or Form More Crucial in Content?

Content Amplified

Debates the importance of function versus form in content.

August 26, 202416 min

170

Marketing-Hosted Dinners

Content Amplified

Explores marketing-hosted dinners as a B2B strategy.

August 23, 202418 min

169

What is True Thought Leadership?

Content Amplified

Defines authentic thought leadership.

August 22, 202418 min

168

How Does Data Shape Your Content Strategy?

Content Amplified

Using data to shape and inform content strategy.

August 21, 202417 min

167

What Is Thought Leadership and Why It Matters?

Content Amplified

Fundamentals of thought leadership and its importance.

August 20, 202415 min

166

Is Diverse Thought Key to Better Marketing?

Content Amplified

The role of diverse perspectives in marketing.

August 19, 202414 min

165

Why your content doesn't need a sales pitch

Content Amplified

Why removing sales pitches from content improves results.

August 16, 202416 min

164

How Do You Create Content that Resonates?

Content Amplified

Creating content that genuinely resonates with audiences.

August 15, 202417 min

163

How Do You Prioritize Content Over Channels?

Content Amplified

Prioritizing content quality over channel quantity.

August 14, 202416 min

162

Content from a Salesperson's Perspective

Content Amplified

Content marketing from a salesperson's viewpoint.

August 13, 202416 min

161

Making Relatable Content

Content Amplified

Strategies for creating relatable content.

August 12, 202415 min

160

How Can Creatives Stay in the Pocket?

Content Amplified

Keeping creative work aligned with business objectives.

August 9, 202415 min

159

How Can GIFs Elevate Your Brand?

Content Amplified

Using GIFs as a branding and engagement tool.

August 8, 202415 min

158

How to Make Technical Content Worth Reading

Content Amplified

Making technical content accessible and engaging.

August 7, 202416 min

157

How to Interview your Way to Amazing Content

Content Amplified

Interview techniques for creating outstanding content.

August 6, 202417 min

156

How Can Marketing Have a Seat at the Table?

Content Amplified

Getting marketing a seat at the executive table.

August 5, 202421 min

155

1% Better

Content Amplified

Brief episode on incremental improvement in marketing.

August 2, 20244 min

154

Use Competitor Insights to Rank Better

Content Amplified

Using competitor analysis to improve search rankings.

August 1, 202419 min

153

How do you Challenge your Audience?

Content Amplified

Creating content that challenges audience thinking.

July 31, 202416 min

152

How Does Copywriting Define Your Brand?

Content Amplified

The role of copywriting in defining brand identity.

July 30, 202418 min

151

Are You Missing These SEO Basics?

Content Amplified

Common SEO basics that marketers overlook.

July 29, 202417 min

150

Balancing the scales of human-focused vs. algorithm-focused content

Content Amplified

Finding balance between human and algorithm-optimized content.

July 26, 202418 min

149

How Do You Create a New Category?

Content Amplified

Category creation strategies for B2B businesses.

July 25, 202417 min

148

Can AI Create Valuable Content?

Content Amplified

Evaluating AI's ability to create genuinely valuable content.

July 24, 202416 min

147

How to align sales and marketing?

Content Amplified

Practical approaches to sales and marketing alignment.

July 23, 202419 min

146

How Does Consumer Research Drive Content?

Content Amplified

Using consumer research to inform content strategy.

July 22, 202416 min

145

Are Founder-Led Brands a New Trend?

Content Amplified

Explores the trend of founder-led brand building.

July 19, 202419 min

144

How to Market Events Effectively?

Content Amplified

Effective event marketing strategies.

July 18, 202417 min

143

How Can Content Bridge Marketing and Sales?

Content Amplified

Using content to bridge the gap between marketing and sales.

July 17, 202417 min

142

How Can Content Segmentation Boost Engagement?

Content Amplified

Content segmentation strategies for boosting engagement.

July 16, 202416 min

141

Are Loyalty Programs Worth the Investment?

Content Amplified

Evaluating loyalty program ROI.

July 15, 202420 min

140

How Can AI Boost Your Content?

Content Amplified

Practical ways AI can boost content output and quality.

July 12, 202418 min

139

How Do You Build a Personal Brand?

Content Amplified

Building a personal brand in the B2B space.

July 11, 202416 min

138

How to Use AI in Content Marketing?

Content Amplified

Practical guide to using AI in content marketing.

July 10, 202416 min

137

Is Branding Making a Comeback?

Content Amplified

The resurgence of branding in B2B marketing.

July 9, 202416 min

136

Marketing Content Micro Funnels

Content Amplified

Introduction to micro funnel content strategies.

July 8, 202416 min

135

Surround Sound Marketing

Content Amplified

The surround sound marketing approach to content.

July 3, 202419 min

134

Relationship-Based Content Vs. Transactional Content

Content Amplified

Comparing relationship-based and transactional content approaches.

July 2, 202417 min

133

How to Run Effective Virtual Events?

Content Amplified

Guide to running effective virtual events.

July 1, 202414 min

132

How to Segment Based on Content Interest?

Content Amplified

Content interest-based segmentation strategies.

June 28, 202416 min

131

Are You Testing Boldly Enough?

Content Amplified

Encouraging bolder testing in marketing.

June 27, 202416 min

130

How to be a Successful Marketing Freelancer?

Content Amplified

Guide to successful marketing freelancing.

June 26, 202419 min

129

How Can Pillar Content Transform Your Strategy?

Content Amplified

Using pillar content to transform content strategy.

June 25, 202417 min

128

How to Develop a Content Strategy

Content Amplified

Step-by-step guide to developing a content strategy.

June 24, 202419 min

127

How to Master Partner Marketing?

Content Amplified

Guide to mastering partner marketing.

June 21, 202417 min

126

Should you Gate More Content?

Content Amplified

Evaluating gated vs ungated content strategies.

June 20, 202417 min

125

How to Develop Content for Every Stage of the Funnel

Content Amplified

Creating content for each funnel stage.

June 19, 202418 min

124

How to create more user-generated content?

Content Amplified

Strategies for increasing user-generated content.

June 18, 202418 min

123

Stop Making One-Off Content

Content Amplified

Why one-off content hurts and how to build connected strategies.

June 17, 202419 min

122

How Do I Tie Content to Revenue?

Content Amplified

Tying content efforts directly to revenue.

June 14, 202418 min

121

Are Your Emails Boring Subscribers?

Content Amplified

Fixing boring email content for better engagement.

June 13, 202418 min

120

How Does Reception Marketing Work?

Content Amplified

Introduction to reception marketing concepts.

June 12, 202419 min

119

How Do You Get Internal Buy-In for content?

Content Amplified

Getting organizational buy-in for content initiatives.

June 11, 202417 min

118

How to align sales and marketing

Content Amplified

Sales and marketing alignment strategies.

June 10, 202419 min

117

How Do You Drive Thought Leadership?

Content Amplified

Strategies for driving thought leadership initiatives.

June 7, 202417 min

116

Less is more when it comes to content

Content Amplified

The case for producing fewer, higher-quality content pieces.

June 3, 202417 min

115

How to Create Effective Educational Content

Content Amplified

Creating educational content that engages and converts.

May 30, 202417 min

114

How Do You Nail Content Distribution?

Content Amplified

Mastering content distribution strategies.

May 28, 202415 min

113

How Can You Master Content Attribution?

Content Amplified

Content attribution mastery strategies.

May 22, 202417 min

112

How Does A/B Testing Improve Content?

Content Amplified

Using A/B testing to improve content performance.

May 20, 202419 min

111

Building a Story Bank

Content Amplified

How to build and maintain a story bank for content.

May 16, 202417 min

110

What's Trending in Marketing for 2024?

Content Amplified

Marketing trends for 2024.

May 14, 202417 min

109

\"Be the TV show, not the advertisement\"

Content Amplified

Creating entertaining content rather than promotional content.

May 13, 202416 min

108

How can one event give you content for months?

Content Amplified

Maximizing content from a single event over months.

May 10, 202423 min

107

Can Partner Marketing Drive Business Growth?

Content Amplified

Partner marketing as a business growth driver.

May 8, 202417 min

106

7 Steps for Maximizing your Content Impact

Content Amplified

Seven actionable steps for maximizing content impact.

May 7, 202416 min

105

How to get the most value out of your internal experts?

Content Amplified

Maximizing value from internal subject matter experts.

May 6, 202419 min

104

How Does Employee Advocacy Boost Business?

Content Amplified

Employee advocacy programs and their business impact.

May 3, 202416 min

103

How Can Brands Leverage Social Media?

Content Amplified

Social media leverage strategies for brands.

May 2, 202419 min

102

Should every B2B business start a podcast?

Content Amplified

Evaluating podcasting for B2B businesses.

May 1, 202418 min

101

How Can We Reimagine News Through Storytelling?

Content Amplified

Reimagining news delivery through storytelling techniques.

April 30, 202420 min

100

Is Middle-of-the-Funnel Content the Key to Better Leads?

Content Amplified

The importance of middle-of-funnel content for lead quality.

April 29, 202415 min

Is AI Changing How We Search Online?

Content Amplified

AI's impact on online search behavior.

April 26, 202418 min

How do you tell your customer's story?

Content Amplified

Techniques for telling compelling customer stories.

April 25, 202420 min

What is the current state of content marketing?

Content Amplified

Overview of the current content marketing landscape.

April 24, 202414 min

Do we really need more video?

Content Amplified

Evaluating the need for more video content.

April 23, 202419 min

Can You Turn Blog Posts into Effective Video Content?

Content Amplified

Converting blog posts into effective video content.

April 22, 202415 min

How Can Content Shape the Future of Partnerships?

Content Amplified

Content's role in shaping future partnerships.

April 19, 202414 min

How Can Personalized Content Transform Your Marketing Strategy?

Content Amplified

Personalized content strategies for marketing transformation.

April 18, 202416 min

Can Consumer Branding Techniques Revolutionize B2B Marketing?

Content Amplified

Applying consumer branding techniques to B2B.

April 18, 202418 min

How Can Short-Form Video Transform B2B Marketing?

Content Amplified

Short-form video strategies for B2B marketing.

April 17, 202416 min

How Can Design and Content Work Together?

Content Amplified

Collaboration between design and content teams.

April 16, 202417 min

How Can Customer Insights Transform Content Creation?

Content Amplified

Using customer insights to transform content creation.

April 15, 202418 min

Are We Doing Partner Marketing Right?

Content Amplified

Evaluating partner marketing effectiveness.

April 5, 202413 min

What is content marketing vs thought leadership?

Content Amplified

Distinguishing content marketing from thought leadership.

April 4, 202416 min

How Can One Webinar Fuel Your Entire Content Machine?

Content Amplified

Maximizing content from a single webinar.

April 3, 202415 min

How Do You Navigate Marketing Challenges During Mergers and Acquisitions?

Content Amplified

Marketing during M&A transitions.

April 2, 202416 min

How to Pitch Your Content Program to Executives?

Content Amplified

Pitching content programs to executive stakeholders.

March 28, 202420 min

How we balance top and bottom of the funnel content?

Content Amplified

Balancing top and bottom of funnel content.

March 27, 202414 min

Can Amplifying Customer Voices Transform Your Marketing Strategy?

Content Amplified

Customer voice amplification for marketing transformation.

March 25, 202417 min

How Can Storytelling Transform Your Brand's Connection with Consumers?

Content Amplified

Storytelling for deeper brand-consumer connections.

March 13, 202416 min

How Can Content Creators Provide Real Value in a Saturated Market?

Content Amplified

Standing out with real value in a saturated content market.

March 13, 202415 min

How Can Content Solve Your Business Challenges That Your Customers Are Facing?

Content Amplified

Using content to solve customer-facing business challenges.

March 12, 202415 min

How Can Content Marketing Be Aligned with Revenue Goals for Business Growth?

Content Amplified

Aligning content marketing with revenue goals.

March 11, 202414 min

How is Influencer Marketing Transforming the B2B Landscape?

Content Amplified

B2B influencer marketing transformation.

March 7, 202414 min

How to Turn Data into Compelling Stories?

Content Amplified

Transforming data into compelling narrative content.

March 6, 202414 min

How to create content 'lightning strikes'?

Content Amplified

Creating high-impact content moments.

March 5, 202414 min

How to humanize your content?

Content Amplified

Techniques for humanizing marketing content.

March 4, 202414 min

How Can Poetry Transform Content Marketing?

Content Amplified

Drawing from poetry to transform content marketing.

February 28, 202414 min

How Does Bridging Creativity and Strategy Amplify Content?

Content Amplified

Bridging creative and strategic thinking in content.

February 27, 202416 min

How Do Different Social Media Platforms Shape Marketing Strategies?

Content Amplified

Platform-specific marketing strategies.

February 26, 202416 min

Create more persuasive marketing messages: lessons learned from a competitive debater

Content Amplified

Persuasive messaging lessons from competitive debate.

February 26, 202415 min

How to align your content with the customer journey

Content Amplified

Aligning content with the customer journey.

February 21, 202415 min

How to build a repurposing content machine

Content Amplified

Building a systematic content repurposing machine.

February 20, 202416 min

How to turn one piece of content into an entire strategy?

Content Amplified

Turning single content pieces into full strategies.

February 19, 202416 min

Throw Away the Content Brief?

Content Amplified

Challenging the traditional content brief process.

February 8, 202417 min

Leveraging Micro Influencers for Maximum Brand Impact

Content Amplified

Micro influencer strategies for brand impact.

February 6, 202416 min

How to Boost Your Site Engagement with GA4 Insights and Customized Visitor Journeys

Content Amplified

Using GA4 for engagement optimization.

January 30, 202414 min

How to unlock global markets by mastering content localization

Content Amplified

Content localization for global markets.

January 30, 202415 min

How to get a podcast started in your organization?

Content Amplified

Starting a podcast within your organization.

January 22, 202415 min

How to Build High-Performing Content Teams with AI and Expertise

Content Amplified

Building content teams that leverage AI and expertise.

January 22, 202415 min

How Can I Best Use Email to Distribute Content?

Content Amplified

Email-based content distribution strategies.

January 15, 202413 min

How Can I Get Started with SEO?

Content Amplified

Getting started with SEO fundamentals.

January 15, 202415 min

How to Turn Webinars into Narrative Gold

Content Amplified

Turning webinar content into compelling narratives.

January 11, 202417 min

How to Leverage Every Piece of Content for Overdrive Performance

Content Amplified

Maximizing content performance at every touchpoint.

January 9, 202414 min

Mastering Marketing Goals: Balancing Strategy with Daily Execution for Success in 2024

Content Amplified

Balancing strategic goals with daily marketing execution.

December 20, 202317 min

Mastering Platform-Specific Algorithms for Enhanced Performance Marketing

Content Amplified

Platform algorithm mastery for performance marketing.

December 14, 202315 min

Maximizing Your Content Marketing Budget with Proven Strategies

Content Amplified

Strategies for maximizing content marketing budgets.

December 12, 202312 min

Mastering Marketing in Highly Technical and Regulated Industries

Content Amplified

Marketing strategies for technical and regulated industries.

December 7, 202319 min

Harnessing Subject Matter Experts for Effective Distribution

Content Amplified

Using SMEs for effective content distribution.

December 5, 202321 min

How Storytelling Amplifies Brand Engagement and Personal Growth

Content Amplified

Storytelling for brand engagement and personal growth.

December 4, 202319 min

6 Content Repurposing Strategies to Maximize Impact

Content Amplified

Six content repurposing strategies for maximum impact.

November 30, 202320 min

Launching a Successful Podcast in 2023

Content Amplified

Guide to launching a successful podcast.

November 13, 202324 min

Mastering Customer Stories: Building Relationships and Listening for Success

Content Amplified

Building customer story programs through relationship building.

November 13, 202319 min

4 Key Strategies to Personalize Your Content for Better Engagement

Content Amplified

Four strategies for content personalization.

November 6, 202311 min

Boost Your SEO Content Creation: From Days to Under an Hour with AI

Content Amplified

Using AI to accelerate SEO content creation.

November 6, 202319 min

Transforming Research into Visual Stories: The Art of Infographic Creation

Content Amplified

Creating infographics from research data.

October 30, 202311 min

Humanizing B2B Brands: What Cybersecurity Marketers Can Learn from Simone Biles

with Kaite Rosa·Brand Leader, Axonius

Kaite Rosa explains how Axonius used its “control complexity” message to build a human brand campaign around Simone Biles, even though the connection between gymnastics and cybersecurity was not obvious at first glance. The point was not to drive demo requests directly. It was to create emotional connection, brand recall, recognition, earned media, and branded search. Kaite makes a clear distinction between brand and demand: a brand campaign should make people remember you when the need appears later, not force every viewer into an MQL funnel today.

October 30, 202315 min

How and Why You Should Use Expert Sources in Your Content Marketing

with Daniel Lassell·Content Marketing Manager, Echo

Daniel Lassell explains that expert sources make content stronger because they bring language, perspective, and nuance the marketer may not have alone. Drawing on his background as an English major, poet, teacher, and content marketer, he argues that strong marketing depends on empathy, concision, and the ability to tell the customer’s story rather than your own. Poetry offers a useful lens: decide what belongs in the frame, what stays outside it, and how much space to leave for the audience to find themselves in the story. Expert sources help marketers build that world with more credibility and emotional depth.

October 23, 202313 min

How to Get the Most Out of Your Content Marketing Budget

with Brian Santa Maria·Creative and Marketing Strategist

Brian Santa Maria argues that getting more from a content marketing budget starts with understanding the difference between what you want, what you need, what the customer needs, and what your team can actually execute. He pushes back on fantasy-world creative planning, where teams mood-board work they cannot afford or produce. Instead, he recommends identifying the real constraints, thinking inside the right box, and distilling the brand down to what it is truly about. When the limitations are honest, they become useful creative guardrails rather than excuses for mediocre work.

October 16, 202315 min

How to Get More Out of Your Webinars Through LinkedIn Content

with Rob Reinhardt·Marketing Professional

Rob Reinhardt explains that webinar repurposing works best when marketers stop treating every social platform the same. LinkedIn is usually the natural home for professional webinar content, but Facebook, Instagram, Pinterest, and other channels can still play a role depending on the product, audience, and internal bandwidth. The key is to decide where the target audience actually is, adapt the content to the norms of that platform, and avoid turning every post into a sales pitch. If a team lacks time to customize deeply, Rob recommends making the core webinar neutral enough to travel across channels without feeling out of place.

October 16, 202316 min

How to Leverage Reddit for Your Marketing Content

with Sarah Hartland·Director of Demand Generation and Digital Marketing, JupiterOne

Sarah Hartland explains why B2B marketers need to move away from flimsy gated ebooks and toward persuasive content that earns attention and trust. Her background in debate shapes the way she thinks about content: it should make a case, not just collect an email address. The Reddit lesson is broader than the platform itself: buyers are tired of generic lead magnets, but they still respond to useful, specific, human content that reflects the way real people talk about problems in communities. Marketers should listen to those conversations, sharpen their messaging, and create content people actually want to consume.

October 9, 202317 min

Four Ways to Repurpose Your First-Party Data

with Sara Giddens·Director of Industry Marketing, Kahua

Sara Giddens explains how Kahua improved marketing outcomes by aligning content to the customer journey instead of simply producing more assets. The data is the story: marketing-sourced opportunities increased 70 percent while MQL volume dropped 21 percent, which showed the team was doing more with less and attracting the right people. The lesson for first-party data is to use the information you already have about customers, stages, and behavior to decide what content belongs where, then measure whether that content improves opportunity quality instead of just lead volume.

October 9, 20239 min

How to Get More Customers to Say Yes to Doing Case Studies

with Jeremy Fuchs·Content Marketing Leader, Check Point

Jeremy Fuchs explains how repurposing content became a survival strategy after Avanan was acquired by Check Point and the team suddenly had to support a global company with a small marketing team. His approach is not to stop creating original content, but to use existing high-quality assets as a library that can be turned into webinars, campaigns, and regional materials. The core idea applies directly to case studies: make participation easier for customers by getting more value from every story, every interview, and every proof point instead of asking for a brand-new asset every time.

October 2, 202313 min

Why You Should Give Away Your Secret Sauce in Your Marketing Content

with Andrew Adams·Marketing Leader, Scorpion

Andrew Adams explains that giving away your “secret sauce” is not about exposing everything your business knows for free; it is about proving relevance and trust before someone is ready to buy. He brings a journalist’s lens to content strategy: ask whether the topic is timely, useful, and something the audience actually cares about, then plan distribution before the asset is written. The strongest content is not a single blog post sitting on a website. It becomes a campaign, a set of derivative assets, and a strategic foundation that reaches people in the formats and channels they prefer.

October 2, 202310 min

How to Make Physical Event Content Stand Out

with Hannah Cameron·Content Marketing Leader

Hannah Cameron makes the case that rigid content briefs can flatten the creative process, especially when teams are trying to turn real-world moments such as events into memorable content. Her view is that briefs often become a document handoff: someone fills in fields, the writer rewrites the brief, and the result lacks the human spark that made the topic worth covering. The alternative is a conversation-first content process where stakeholders talk through the real story, explore tangents, clarify the audience, and then turn that shared context into content that actually delivers what the business needed.

September 27, 202313 min

Finding Content-Market Fit with Creator-Led Content

with Danielle Bitts·VP of Brand and Creative, Bodybuilding.com

Danielle Bitts argues that content-market fit comes from understanding who your audience already trusts, then building repeatable creator programs around that insight. Instead of treating influencer marketing as a celebrity endorsement channel, she makes the case for nano and micro creators who can bring community credibility, subject-matter depth, and a steady stream of usable creative. The practical lesson is to define the audience, choose creators for fit rather than follower count, set clear expectations, and let the content teach you what actually resonates.

September 25, 202318 min

Evergreen or timely content, which one should I use?

with Amy and Alexis·Co-Founders, MKTG Collective

Amy and Alexis argue that the best content strategies are built on both evergreen pillars and timely spikes. They explain how to use tools like Google Trends, SEMrush, Ahrefs, Moz, social listening, and even AI to spot ideas with long-term demand, when timely content makes more sense because you need urgency or immediate engagement, and why evergreen content still needs to be refreshed and redistributed over time. Their core point is simple: do not choose one or the other. Use timely content to capture attention around the moment, and use evergreen content to build a durable library that keeps working long after the publish date.

September 21, 202312 min

What content you shouldn't be focusing on

with Madi Bullock·Content Marketing, PR, and Brand Communications Consultant

Madi Bullock makes a provocative argument: for most B2B companies, the content you probably should not be focusing on is broad social media content for channels like Instagram and TikTok. Her reasoning is that B2B content has to be relevant to the buyer's stage and intent, and those channels are usually places people go to relax, not shop for software or evaluate vendors. She does make an important exception for LinkedIn, where educational, pain-point-driven content can still play a meaningful role. She also argues that if you want to test social, influencer or creator partnerships are often a smarter first move than trying to build a branded social presence from scratch.

September 19, 202314 min

How to make product-led content interesting and helpful

with Megan Pratt·Fractional Product Marketing Consultant

Megan Pratt argues that product-led content becomes far more effective when marketers stop treating it as a rushed launch announcement and start treating it as a way to connect customers to the product across the full buying journey. Her three-part framework is to get closer to the product launch process so marketing has time to be creative, use that extra time to think beyond feature briefs and map content across the customer lifecycle, and stay close to real customer questions by listening to calls, scanning LinkedIn, and talking with sales. Her message is that the best product-led content sits with one foot in the product world and one foot in the customer world.

September 12, 202311 min

How to run your content dry

with Jeremy McLerran·Founder, 1111 Consulting

Jeremy McLerran's core idea is that most teams are too quick to move on to the next new thing. Instead of constantly creating fresh assets, marketers should take their strongest content, adapt it for each channel, and keep distributing it until the data says it has truly stopped working. He argues that three to four touches is often the minimum needed before a buyer actually acts, and that marketers should use platform analytics, engagement trends, and call-to-action performance to decide when a piece is finally 'dry.' The goal is not lazy recycling. It is disciplined repurposing that creates message consistency and squeezes more ROI out of every strong asset.

September 11, 202316 min

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