{"name":"Content Amplified Podcast","description":"Published Content Amplified episodes with guest, topic, summary, listen, and page metadata for search and AI crawlers.","url":"https://www.getmasset.com/resources/podcast","rss":"https://feeds.buzzsprout.com/2433510.rss","generatedAt":"2026-04-25T14:47:37.217Z","episodeCount":410,"episodes":[{"number":440,"slug":"440-robin-schweitzer","title":"Why sales enablement is really a revenue execution system with Robin Schweitzer","url":"https://www.getmasset.com/resources/podcast/440-robin-schweitzer","datePublished":"2026-04-24T05:00:00-06:00","duration":"PT14M","guest":{"name":"Robin Schweitzer","title":"Revenue and Sales Enablement Executive","linkedin":"https://www.linkedin.com/in/marketing-sales-enablement/"},"summary":"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.","categories":["Sales Enablement","Revenue Enablement","Deal Execution"],"topics":["Revenue execution system vs. training-and-content enablement","Discovery-to-proposal ratio as a deal diagnostic","Micro-trainings tied to live open deals","Leading indicators: threading, stage duration, talk-to-listen, stalls","Four-quadrant stakeholder mapping for enablement credibility"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20440%20-%20Robin%20Schweitzer/Episode%20440%20-%20Robin%20Schweitzer%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447"]}},{"number":439,"slug":"439-katie-fortunato","title":"Finding a job in the age of AI (and what marketers should do differently) with Katie Fortunato","url":"https://www.getmasset.com/resources/podcast/439-katie-fortunato","datePublished":"2026-04-23T05:00:00-06:00","duration":"PT21M","guest":{"name":"Katie Fortunato","title":"EVP Platform and Innovation, Co-Founder of Hire Innovations (Jobstream)","linkedin":"https://www.linkedin.com/in/katieclarkfortunato/"},"summary":"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.","categories":["Hiring","Employer Brand","AI & Search"],"topics":["The 'bot on bot' collapse of traditional job boards","Ikigai and account-based marketing for job seekers","Building an employer value proposition (EVP)","Creator-driven video for employer brand and AI search","The rise of the 'chief work officer'"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20439%20-%20Katie%20Fortunato/Episode%20439%20-%20Katie%20Fortunato%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447"]}},{"number":438,"slug":"438-justin-chappell","title":"How to tie content to revenue, retention, and real customer outcomes with Justin Chappell","url":"https://www.getmasset.com/resources/podcast/438-justin-chappell","datePublished":"2026-04-22T05:00:00-06:00","duration":"PT20M","guest":{"name":"Justin Chappell","title":"Head of Digital Strategy, CX and Operations","linkedin":"https://www.linkedin.com/in/justchappell/"},"summary":"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.","categories":["Content Strategy","Customer Success","Customer Experience"],"topics":["Tying content to financial outcomes, not vanity metrics","Predictive engagement vs. time-based drip campaigns","The long form / short form / micro-learning framework","Building a content roadmap across silos","Self-service content and friction removal"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20438%20-%20Justin%20Chappell/Episode%20438%20-%20Justin%20Chappell%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447"]}},{"number":437,"slug":"437-kris-rudeegraap","title":"How to turn your best digital content into physical mail that closes deals with Kris Rudeegraap","url":"https://www.getmasset.com/resources/podcast/437-kris-rudeegraap","datePublished":"2026-04-21T05:00:00-06:00","duration":"PT17M","guest":{"name":"Kris Rudeegraap","title":"Co-CEO, Sendoso","linkedin":"https://www.linkedin.com/in/rudeegraap/"},"summary":"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.","categories":["Direct Mail","Content Repurposing","Demand Gen"],"topics":["Content triangulation across enablement, web, and paid channels","Creative repurposing formats for physical mail","Mapping mailers to the buyer's journey","AI-powered personalization and smart delivery","Running a 50-piece direct mail pilot"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20437%20-%20Kris%20Rudeegraap/Episode%20437%20-%20Kris%20Rudeegraap%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447"]}},{"number":436,"slug":"436-nick-lopez","title":"How to Operationalize Discovery So Buyers Sell Themselves with Nick Lopez","url":"https://www.getmasset.com/resources/podcast/436-nick-lopez","datePublished":"2026-04-17","duration":"PT21M","guest":{"name":"Nick Lopez","title":"Learning & Development Leader | Sales Enablement","linkedin":"https://www.linkedin.com/in/nicklopez81/"},"summary":"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.","categories":["Sales Enablement","Discovery","Content Strategy"],"topics":["The pillar framework for deep discovery vs. surface-level bouncing","The 80/20 listening rule and avoiding pitch-mode defaults","Uncovering personal pain vs. company pain to unlock urgency","Questions that get buyers to sell themselves on the solution","Sales-to-success handoffs that preserve rapport through the lifecycle"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20436%20-%20Nick%20Lopez/Episode%20436%20-%20Nick%20Lopez%20-%20profile%20picture.png","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/19011688-how-to-operationalize-discovery-so-buyers-sell-themselves"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/19011688-how-to-operationalize-discovery-so-buyers-sell-themselves"}},{"number":435,"slug":"435-kirsten-von-busch","title":"How to Turn Data Into Narratives People Actually Remember with Kirsten Von Busch","url":"https://www.getmasset.com/resources/podcast/435-kirsten-von-busch","datePublished":"2026-04-16","duration":"PT18M","guest":{"name":"Kirsten Von Busch","title":"Director of Product Marketing, Experian Automotive","linkedin":"https://www.linkedin.com/in/kirsten-von-busch-5512767/"},"summary":"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.","categories":["Content Strategy","Data-Driven Marketing","Product Marketing"],"topics":["The hypothesis-first, science-experiment approach to data content","When brand messaging gives way to data-driven narratives","Partner-led content as proof for first-party data","Publishing one insight in multiple formats for multiple audiences","Metrics that actually tell you if data content landed"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20435%20-%20Kirsten%20Von%20Busch/Episode%20435%20-%20Kirsten%20Von%20Busch%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/19011680-how-to-turn-data-into-narratives-people-actually-remember"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/19011680-how-to-turn-data-into-narratives-people-actually-remember"}},{"number":434,"slug":"434-rich-missey","title":"How Search and Discovery Are Changing in the Age of Generative AI with Rich Missey","url":"https://www.getmasset.com/resources/podcast/434-rich-missey","datePublished":"2026-04-15","duration":"PT17M","guest":{"name":"Rich Missey","title":"20-Year SEO Veteran | Hyatt, Cars.com, Groupon, Whirlpool","linkedin":"https://www.linkedin.com/in/richmissey/"},"summary":"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.","categories":["SEO","Generative AI","Content Strategy"],"topics":["Query fan out and the end of the SEO-to-conversion handoff","Content structure (heading hierarchy, internal linking, tables) as the new ranking signal","Writing for generative systems vs. writing for users vs. writing for Google","Scroll depth, micro-interactions, and more comprehensive conversion funnels","Breaking down silos between SEO, social, editorial, and press teams"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20434%20-%20Rich%20Missey/Episode%20434%20-%20Rich%20Missey%20-%20no%20banner.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/19011672-how-search-and-discovery-are-changing-in-the-age-of-generative-ai"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/19011672-how-search-and-discovery-are-changing-in-the-age-of-generative-ai"}},{"number":433,"slug":"433-logan-freedman","title":"How to Be Creative in a \"Boring\" Industry with Logan Freedman","url":"https://www.getmasset.com/resources/podcast/433-logan-freedman","datePublished":"2026-04-14","duration":"PT17M","guest":{"name":"Logan Freedman","title":"Global Head of SEO, ManyChat","linkedin":"https://www.linkedin.com/in/logan-freedman/"},"summary":"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.","categories":["Creative Content","Content Strategy","SEO"],"topics":["Defining creativity as fun, not just novelty","Spotting when team creativity has stalled out","Starting from a specific objective (backlinks, not traffic)","Turning weird data studies into press-magnet campaigns","The exclusive-pitch backlink playbook for unconventional content"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20433%20-%20Logan%20Freedman/Episode%20433%20-%20Logan%20Freedman%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/19011187-how-to-be-creative-in-a-boring-industry"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/19011187-how-to-be-creative-in-a-boring-industry"}},{"number":432,"slug":"432-jessika-ward","title":"Don't Be Afraid to Create Less with Jessika Ward","url":"https://www.getmasset.com/resources/podcast/432-jessika-ward","datePublished":"2026-04-08","duration":"PT15M","guest":{"name":"Jessika Ward","title":"Sales Enablement Leader | 13 Years in SaaS","linkedin":"https://www.linkedin.com/in/jessika-ward-680a18161/"},"summary":"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.","categories":["Sales Enablement","Content Strategy","Revenue Operations"],"topics":["Enablement as performance management vs. content generation","Protecting seller attention as a scarce commodity","Meeting sellers where they are in their workflow","The air traffic control model for enablement communication","Behavior-based metrics vs. engagement vanity metrics"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20432%20-%20Jessika%20Ward/Episode%20432%20-%20Jessika%20Ward%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18976840-don-t-be-afraid-to-create-less"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18976840-don-t-be-afraid-to-create-less"}},{"number":431,"slug":"431-frank-pasquine","title":"What Publishing a Book Taught a 20-Year Marketing Veteran About His Own Craft with Frank Pasquine","url":"https://www.getmasset.com/resources/podcast/431-frank-pasquine","datePublished":"2026-04-09","duration":"PT25M","guest":{"name":"Frank Pasquine","title":"Marketing Director, Americas | DoubleVerify","linkedin":"https://www.linkedin.com/in/frankpasquine/"},"summary":"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.","categories":["Content Strategy","Personal Branding","Marketing"],"topics":["Marketing your own product vs. marketing for a company","Platform fragmentation experienced firsthand as a solo creator","In-person activations amplified digitally as the highest-ROI content strategy","AI creative tools democratizing content production for side projects","The 100-day pre-launch content playbook for passion projects"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20431%20-%20Frank%20Pasquine/Episode%20431%20-%20Frank%20Pasquine%20-%20profile%20picture.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18976815-what-publishing-a-book-taught-a-20-year-marketing-veteran-about-his-own-craft"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18976815-what-publishing-a-book-taught-a-20-year-marketing-veteran-about-his-own-craft"}},{"number":430,"slug":"430-allison-myers","title":"Find Your Superpower, Then Build a Team Around the Gaps with Allison Myers","url":"https://www.getmasset.com/resources/podcast/430-allison-myers","datePublished":"2026-04-08","duration":"PT19M","guest":{"name":"Allison Myers","title":"Director of Marketing & Communications | Fives Intralogistics Corp.","linkedin":"https://www.linkedin.com/in/allisonmyers/"},"summary":"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.","categories":["Personal Branding","Marketing Leadership","Team Building"],"topics":["Identifying your professional superpower using three diagnostic questions","Blending personal and professional branding on LinkedIn","Cutting through AI noise with point of view over presence","Why consistency beats cleverness in content and personal branding","Building complementary teams by hiring for your gaps"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20430%20-%20Allison%20Myers/Episode%20430%20-%20Allison%20Myers%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18976790-find-your-superpower-then-build-a-team-around-the-gaps"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18976790-find-your-superpower-then-build-a-team-around-the-gaps"}},{"number":429,"slug":"429-natalie-cunningham","title":"Why More Content Isn't Working and What to Do Instead with Natalie Cunningham","url":"https://www.getmasset.com/resources/podcast/429-natalie-cunningham","datePublished":"2026-04-07","duration":"PT18M","guest":{"name":"Natalie Cunningham","title":"SVP of Marketing | Data Axle","linkedin":"https://www.linkedin.com/in/nataliercunningham/"},"summary":"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.","categories":["Content Strategy","Audience Intelligence","Marketing Leadership"],"topics":["The content volume trap: why more production doesn't equal more pipeline","Audience intelligence vs. traditional persona development","Generational influences on B2B buying behavior","AI as a thought partner vs. a content production tool","Why content shouldn't be measured against demand generation metrics"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20429%20-%20Natalie%20Cunningham%20/Episode%20429%20-%20Natalie%20Cunningham%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18976537-why-more-content-isn-t-working-and-what-to-do-instead"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18976537-why-more-content-isn-t-working-and-what-to-do-instead"}},{"number":428,"slug":"428-jason-gwilliam","title":"Sales Enablement Is a Revenue System, Not a Training Function with Jason Gwilliam","url":"https://www.getmasset.com/resources/podcast/428-jason-gwilliam","datePublished":"2026-04-03","duration":"PT19M","guest":{"name":"Jason Gwilliam","title":"Sales Enablement Practitioner | 25 Years in Healthcare & Med-Tech","linkedin":"https://www.linkedin.com/in/jgwilliam1974/"},"summary":"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.","categories":["Sales Enablement","Content Strategy"],"topics":["Sales enablement as a revenue system vs. training function","Time-to-competency and ROI metrics for enablement teams","The coaching vs. managing distinction in sales leadership","Marketing and enablement alignment for product launches and campaigns","AI coaching tools in enablement: best practices and risks"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20428%20-%20Jason%20Gwilliam/Episode%20428%20-%20Jason%20Gwilliam%20-%20profile%20picture.png","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18920282-sales-enablement-is-a-revenue-system-not-a-training-function"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18920282-sales-enablement-is-a-revenue-system-not-a-training-function"}},{"number":427,"slug":"427-leslie-bartley","title":"Content Is King, but Distribution Wears the Pants with Leslie Bartley","url":"https://www.getmasset.com/resources/podcast/427-leslie-bartley","datePublished":"2026-04-02","duration":"PT18M","guest":{"name":"Leslie Bartley","title":"Lifecycle & Customer Marketing Expert | Squire","linkedin":"https://www.linkedin.com/in/leslie-bartley/"},"summary":"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.","categories":["Content Strategy","Marketing Automation"],"topics":["Behavior-based content distribution vs. broadcast blasting","Matching channel type to message urgency and customer lifecycle stage","Scaling human touch with automation while preserving relationship quality","The core four content success metrics: reach, engagement, revenue, disinterest","AI's future role in personalized B2B content delivery"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20427%20-%20Leslie%20Bartley/Episode%20427%20-%20Leslie%20Bartley%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18920257-content-is-king-but-distribution-wears-the-pants"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18920257-content-is-king-but-distribution-wears-the-pants"}},{"number":426,"slug":"426-roisin-hunt","title":"Bringing a Broadcast Mindset to B2B Marketing with Roisin Hunt","url":"https://www.getmasset.com/resources/podcast/426-roisin-hunt","datePublished":"2026-04-01","duration":"PT17M","guest":{"name":"Roisin Hunt","title":"Senior Director of Product Marketing at Great Place to Work","linkedin":"https://www.linkedin.com/in/roisinhunt/"},"summary":"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.","categories":["Content Strategy","Events & Production"],"topics":["Applying a broadcast production mindset to B2B marketing and events","Common digital event mistakes and how to fix them on any budget","Using conference stages as a year-round content pipeline","Customer storytelling frameworks from broadcast journalism","Production quality vs. budget: what actually matters"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20426%20-%20Roisin%20Hunt/Episode%20426%20-%20Roisin%20Hunt%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18920238-bringing-a-broadcast-mindset-to-b2b-marketing"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18920238-bringing-a-broadcast-mindset-to-b2b-marketing"}},{"number":425,"slug":"425-marisa-lather","title":"Why People Connect with People, Not Brands with Marisa Lather","url":"https://www.getmasset.com/resources/podcast/425-marisa-lather","datePublished":"2026-03-31","duration":"PT16M","guest":{"name":"Marisa Lather","title":"Content Marketer & Brand Strategist | Marketer Marisa","linkedin":"https://www.linkedin.com/in/marketer-marisa/"},"summary":"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.","categories":["Content Strategy","Personal Branding"],"topics":["The anti-AI aesthetic and why unpolished content is gaining traction","Closing the brand trust gap through human-first content","Internal and external creator partnerships: structure, measurement, and channel strategy","Media literacy and transparency as trust-building tools","Customer centricity as a content humanization framework"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20425%20-%20Marisa%20Lather/Episode%20425%20-%20Marisa%20Lather%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18920212-why-people-connect-with-people-not-brands"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18920212-why-people-connect-with-people-not-brands"}},{"number":424,"slug":"424-claire-scull","title":"How Seller Curiosity and Continuous Discovery Drive More Closed-Won Deals with Claire Scull","url":"https://www.getmasset.com/resources/podcast/424-claire-scull","datePublished":"2026-03-27","duration":"PT22M","guest":{"name":"Claire Scull","title":"Founder at Ordo Consultants","linkedin":"https://www.linkedin.com/in/clairescull/"},"summary":"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.","categories":["Sales Enablement","Content Strategy"],"topics":["Seller curiosity as a driver of closed-won deals","BANT and SciPAB sales qualification frameworks","Continuous discovery and revalidation throughout the sales cycle","Customer Verifiable Outcomes (CVOs) for forecast accuracy","Content's role across the sales process from onboarding to closing"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20424%20-%20CtC%20Friday%20-%20Claire%20Scull/Episode%20424%20-%20CtC%20Friday%20-%20Claire%20Scull%20-%20profile%20picture%20-%20GPTbannerremoved.png","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18895980-how-seller-curiosity-and-continuous-discovery-drive-more-closed-won-deals"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18895980-how-seller-curiosity-and-continuous-discovery-drive-more-closed-won-deals"}},{"number":423,"slug":"423-justin-steinman","title":"Marketing Org Design, Content Strategy, and AI's Impact on the Modern CMO with Justin Steinman","url":"https://www.getmasset.com/resources/podcast/423-justin-steinman","datePublished":"2026-03-26","duration":"PT18M","guest":{"name":"Justin Steinman","title":"Chief Marketing Officer at ModMed","linkedin":"https://www.linkedin.com/in/justinsteinman/"},"summary":"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.","categories":["Content Strategy","Marketing Leadership"],"topics":["Marketing organizational design philosophy and free market economy approach","Aligning marketing structure with product management, sales, and general managers","The steak and sizzle framework for content creation","Corporate marketing's role as unified brand voice and market filter","AI's impact on content strategy — writing for LLMs, press releases, and the intern analogy"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20423%20-%20Justin%20Steinman/Episode%20423%20-%20Justin%20Steinman%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18895975-marketing-org-design-content-strategy-and-ai-s-impact-on-the-modern-cmo"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18895975-marketing-org-design-content-strategy-and-ai-s-impact-on-the-modern-cmo"}},{"number":422,"slug":"422-tuesday-hagiwara","title":"Using AI for Mega Trend Research and Smarter Content Strategy with Tuesday Hagiwara","url":"https://www.getmasset.com/resources/podcast/422-tuesday-hagiwara","datePublished":"2026-03-25","duration":"PT16M","guest":{"name":"Tuesday Hagiwara","title":"Marketing Strategist at Nonprofit (Research-focused)","linkedin":"https://www.linkedin.com/in/tuesdayh/"},"summary":"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.","categories":["Content Strategy","AI"],"topics":["Using AI for strategic research and mega trend identification","The PESTLE framework for trend analysis","Grounding LLM conversations in deep research for better outputs","AI's strengths in summarizing and pattern recognition vs. content writing","Validating AI insights through real-world conversations"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20422%20-%20Tuesday%20Hagiwara/Episode%20422%20-%20Tuesday%20Hagiwara%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18895968-using-ai-for-mega-trend-research-and-smarter-content-strategy"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18895968-using-ai-for-mega-trend-research-and-smarter-content-strategy"}},{"number":421,"slug":"421-tiffanie-reynolds","title":"Why Trust-Driven Content Comes from People, Not Brands with Tiffanie Reynolds","url":"https://www.getmasset.com/resources/podcast/421-tiffanie-reynolds","datePublished":"2026-03-24","duration":"PT16M","guest":{"name":"Tiffanie Reynolds","title":"Owner at MARCOM Consultants","linkedin":"https://www.linkedin.com/in/tiffaniereynolds/"},"summary":"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.","categories":["Content Strategy"],"topics":["Trust-driven content from people vs. corporate brands","Promoting subject matter experts despite employee retention fears","Authentic customer storytelling beyond the standard case study arc","Brands doing human-centric content right (Tampa International Airport, Wendy's)","AI as a research tool vs. a content writing tool"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20421%20-%20Tiffanie%20Reynolds/Episode%20421%20-%20Tiffanie%20Reynolds%20-%20profile%20picture.png","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18895956-why-trust-driven-content-comes-from-people-not-brands"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18895956-why-trust-driven-content-comes-from-people-not-brands"}},{"number":420,"slug":"420-cassie-watkins","title":"Content to Close Special: How Do You Turn a Failed Sales Call Into Your Best Training Content?","url":"https://www.getmasset.com/resources/podcast/420-cassie-watkins","datePublished":"2026-03-20","duration":"PT16M","guest":{"name":"Cassie Watkins","title":"Sales Enablement Leader"},"summary":"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.","categories":["Content Strategy"],"topics":["Turning failed sales calls into training content","Building trust between enablement and sales teams","Choose your own adventure content framework","Comprehensive sales playbook design","Accountability systems for enablement adoption"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18856966-content-to-close-special-how-do-you-turn-a-failed-sales-call-into-your-best-training-content"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18856966-content-to-close-special-how-do-you-turn-a-failed-sales-call-into-your-best-training-content"}},{"number":419,"slug":"419-joya-scarlata","title":"How to use AI without flooding the internet with garbage content?","url":"https://www.getmasset.com/resources/podcast/419-joya-scarlata","datePublished":"2026-03-19","duration":"PT16M","guest":{"name":"Joya Scarlata","title":"Director of Marketing at Interra Information Technologies (InterraIT)","linkedin":"https://www.linkedin.com/in/joyascarlata/"},"summary":"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.","categories":["AI","Content Strategy","B2B Marketing"],"topics":["Distinguishing between AI slop and legitimate AI-assisted content","Identifying emotionally flat, purposeless content patterns","The importance of establishing business objectives before content creation","Optimal human-AI collaboration areas","B2B trust erosion risks from careless AI publishing"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20419%20-%20Joya%20Scarlata/Episode%20419%20-%20Joya%20Scarlata%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18856954-how-to-use-ai-without-flooding-the-internet-with-garbage-content"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18856954-how-to-use-ai-without-flooding-the-internet-with-garbage-content"}},{"number":418,"slug":"418-greg-silverman","title":"What does your brand actually do for customers — and why that matters more than you think?","url":"https://www.getmasset.com/resources/podcast/418-greg-silverman","datePublished":"2026-03-18","duration":"PT18M","guest":{"name":"Greg Silverman","title":"Global Director of Brand Economics at Interbrand","linkedin":"https://www.linkedin.com/in/gregsilverman/"},"summary":"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.","categories":["Branding","Strategy"],"topics":["Why brand clarity directly impacts revenue","The gap between what companies say and what customers experience","How to measure brand effectiveness beyond awareness","Aligning brand promise with customer outcomes"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20418%20-%20Greg%20Silverman/Episode%20418%20-%20Greg%20Silverman%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18856944-what-does-your-brand-actually-do-for-customers-and-why-that-matters-more-than-you-think"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18856944-what-does-your-brand-actually-do-for-customers-and-why-that-matters-more-than-you-think"}},{"number":417,"slug":"417-katerina-maerefat","title":"How do you connect content creation to actual pipeline and revenue growth?","url":"https://www.getmasset.com/resources/podcast/417-katerina-maerefat","datePublished":"2026-03-17","duration":"PT17M","guest":{"name":"Katerina Maerefat","title":"VP, Growth Marketing at Mediafly","linkedin":"https://www.linkedin.com/in/katerinamaerefat/"},"summary":"Katerina Maerefat breaks down practical frameworks for tying content creation directly to pipeline and revenue — moving beyond vanity metrics to prove real content ROI.","categories":["Content Strategy","Revenue"],"topics":["Connecting content efforts to pipeline generation","Frameworks for measuring content ROI","Moving beyond vanity metrics","Building content that drives revenue"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20417%20-%20Katerina%20Maerefat/Episode%20417%20-%20Katerina%20Maerefat%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18856931-how-do-you-connect-content-creation-to-actual-pipeline-and-revenue-growth"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18856931-how-do-you-connect-content-creation-to-actual-pipeline-and-revenue-growth"}},{"number":416,"slug":"416-launa-rich","title":"How Can SMBs Build a Go-To-Market Strategy Without Enterprise Budgets or Tools?","url":"https://www.getmasset.com/resources/podcast/416-launa-rich","datePublished":"2026-03-13","duration":"PT15M","guest":{"name":"Launa Rich","title":"Founder at Secure Quota | Sales Enablement & GTM Strategist","linkedin":"https://www.linkedin.com/in/launarich/"},"summary":"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.","categories":["GTM Strategy","SMB"],"topics":["Building brand as the foundation of SMB go-to-market","Partnership ecosystems as organic revenue drivers","Signs of overspending on martech tools","Sales and marketing alignment in small teams","Using AI to build trust rather than push volume"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20416%20-%20CtC%20FRIDAY%20-%20Launa%20Rich/Episode%20416%20-%20CtC%20FRIDAY%20-%20Launa%20Rich%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18819335-how-can-smbs-build-a-go-to-market-strategy-without-enterprise-budgets-or-tools"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18819335-how-can-smbs-build-a-go-to-market-strategy-without-enterprise-budgets-or-tools"}},{"number":415,"slug":"415-laura-pursley","title":"How Can You Build a Scalable Thought Leadership Engine Using 15-Minute Employee Interviews?","url":"https://www.getmasset.com/resources/podcast/415-laura-pursley","datePublished":"2026-03-12","duration":"PT19M","guest":{"name":"Laura Pursley","title":"Senior Marketing Director at US Signal","linkedin":"https://www.linkedin.com/in/laurapursley/"},"summary":"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.","categories":["Thought Leadership","Content Strategy"],"topics":["Building thought leadership at scale","The 15-minute interview framework","Repurposing employee expertise into content","Avoiding SME burnout in content programs"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20415%20-%20Laura%20Pursley/Episode%20415%20-%20Laura%20Pursley%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18819323-how-can-you-build-a-scalable-thought-leadership-engine-using-15-minute-employee-interviews"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18819323-how-can-you-build-a-scalable-thought-leadership-engine-using-15-minute-employee-interviews"}},{"number":414,"slug":"414-katie-robinson","title":"How do you build a content strategy that actually supports sales?","url":"https://www.getmasset.com/resources/podcast/414-katie-robinson","datePublished":"2026-03-11","duration":"PT16M","guest":{"name":"Katie Robinson","title":"Chief Marketing Officer at LS3P"},"summary":"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.","categories":["Sales Enablement","Content Strategy"],"topics":["Why sales teams ignore most marketing content","Building content around the buyer journey","Sales-marketing alignment best practices","Content that accelerates deals"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20414%20-%20Katie%20Robinson/Episode%20414%20-%20Katie%20Robinson%20-%20profile%20picture.png","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18819311-how-do-you-build-a-content-strategy-that-actually-supports-sales"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18819311-how-do-you-build-a-content-strategy-that-actually-supports-sales"}},{"number":413,"slug":"413-nick-centera","title":"How Do You Create B2B Content Customers Actually Care About Instead of a 'Glorified Pamphlet'?","url":"https://www.getmasset.com/resources/podcast/413-nick-centera","datePublished":"2026-03-10","duration":"PT21M","guest":{"name":"Nick Centera","title":"Marketer & Storyteller, Renewable Energy Sector"},"summary":"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.","categories":["Content Strategy"],"topics":["Why most B2B content is just a glorified pamphlet","Finding the intersection of customer needs and business goals","Translating features into emotional benefits","Voice of customer research for content strategy","Mapping content across the buyer journey"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20413%20-%20Nick%20Centera/Episode%20413%20-%20Nick%20Centera%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18819280-how-do-you-create-b2b-content-customers-actually-care-about-instead-of-a-glorified-pamphlet"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18819280-how-do-you-create-b2b-content-customers-actually-care-about-instead-of-a-glorified-pamphlet"}},{"number":412,"slug":"412-filippa-noghani","title":"How Should You Balance Brand and Demand to Drive Real Revenue?","url":"https://www.getmasset.com/resources/podcast/412-filippa-noghani","datePublished":"2026-03-05","duration":"PT14M","guest":{"name":"Filippa Noghani","title":"Global Marketing Leader"},"summary":"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.","categories":["Content Strategy"],"topics":["Why brand vs. demand is a false choice","Structuring global marketing teams around revenue contribution","Using opportunities instead of MQLs as primary KPIs","How brand credibility directly improves demand conversion","Signal-based marketing spend optimization"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20412%20-%20Filippa%20Noghani/Episode%20412%20-%20Filippa%20Noghani%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18778611-how-should-you-balance-brand-and-demand-to-drive-real-revenue"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18778611-how-should-you-balance-brand-and-demand-to-drive-real-revenue"}},{"number":411,"slug":"411-jessica-thames","title":"How Do You Cut Through Marketing Noise with Personalized Customer Journeys?","url":"https://www.getmasset.com/resources/podcast/411-jessica-thames","datePublished":"2026-03-04","duration":"PT18M","guest":{"name":"Jessica Thames","title":"Director of Marketing at Assurance Financial"},"summary":"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.","categories":["Content Strategy"],"topics":["Building thousands of personalized automated customer journeys","The 80/20 automation vs. human touch framework","Life events and behavioral triggers for journey personalization","Backend marketing teams empowering salespeople","Anchoring automation around relationships in service businesses"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20411%20-%20Jessica%20Thames/Episode%20411%20-%20Jessica%20Thames%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18778597-how-do-you-cut-through-marketing-noise-with-personalized-customer-journeys"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18778597-how-do-you-cut-through-marketing-noise-with-personalized-customer-journeys"}},{"number":410,"slug":"410-carol-wade","title":"How Do You Build a Content Engine Around Real Customer Voices?","url":"https://www.getmasset.com/resources/podcast/410-carol-wade","datePublished":"2026-03-03","duration":"PT17M","guest":{"name":"Carol Wade","title":"Senior Director of Marketing at Watchfire Signs"},"summary":"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.","categories":["Content Strategy"],"topics":["Building a customer-voice content engine","Making customers comfortable with public storytelling","The COPE method for content distribution","Authenticity vs. overproduction in customer stories","AI's limited but appropriate role in authentic storytelling"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20410%20-%20Carol%20Wade/Episode%20410%20-%20Carol%20Wade%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18778589-how-do-you-build-a-content-engine-around-real-customer-voices"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18778589-how-do-you-build-a-content-engine-around-real-customer-voices"}},{"number":409,"slug":"409-pritesh-vora","title":"How Do You Build a Content Engine That Actually Drives Revenue?","url":"https://www.getmasset.com/resources/podcast/409-pritesh-vora","datePublished":"2026-02-26","duration":"PT14M","guest":{"name":"Pritesh Vora","title":"B2B Growth Leader"},"summary":"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.","categories":["Content Strategy"],"topics":["Content as a core revenue engine across the entire organization","The moral compass framework for content quality","Connecting content themes to specific revenue moments","No-go lists and protecting content team focus","Measuring content quality through audience growth and reader gratitude"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20409%20-%20Pritesh%20Vora/Episode%20409%20-%20Pritesh%20Vora%20-%20profile%20picture.png","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18740886-how-do-you-build-a-content-engine-that-actually-drives-revenue"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18740886-how-do-you-build-a-content-engine-that-actually-drives-revenue"}},{"number":408,"slug":"408-jenn-herman","title":"How Can B2B Brands Actually Win on Instagram?","url":"https://www.getmasset.com/resources/podcast/408-jenn-herman","datePublished":"2026-02-25","duration":"PT19M","guest":{"name":"Jenn Herman","title":"Instagram Expert, Founder of Jenn's Trends"},"summary":"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.","categories":["Content Strategy"],"topics":["Why B2B brands should take Instagram seriously","Education-driven content strategy for B2B on Instagram","Reach vs. views vs. engagement metrics that matter","Format-specific strategies: Stories, Reels, and Feed posts","DMs as an algorithmic and conversion advantage"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20408%20-%20Jenn%20Herman/Episode%20408%20-%20Jenn%20Herman%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18740862-how-can-b2b-brands-actually-win-on-instagram"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18740862-how-can-b2b-brands-actually-win-on-instagram"}},{"number":407,"slug":"407-donna-parent","title":"How Can First-Party Research Turn B2B Content Into a Scalable Growth Engine?","url":"https://www.getmasset.com/resources/podcast/407-donna-parent","datePublished":"2026-02-24","duration":"PT24M","guest":{"name":"Donna Parent","title":"Chief Marketing Officer at Dynamo Software"},"summary":"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.","categories":["Content Strategy"],"topics":["Building quarterly first-party research programs with small teams","Survey design that balances benchmarks with fresh insights","Repurposing research into press, webinars, and social content","First-party data as a competitive advantage for AI search and LLM discoverability","Maintaining data integrity and defensibility in published research"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20407%20-%20Donna%20Parent/Episode%20407%20-%20Donna%20Parent%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18736213-how-can-first-party-research-turn-b2b-content-into-a-scalable-growth-engine"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18736213-how-can-first-party-research-turn-b2b-content-into-a-scalable-growth-engine"}},{"number":406,"slug":"406-mandy-arola","title":"How Can You Use AI to Create Authentic, Human-Centered Content Without Losing Your Brand Voice?","url":"https://www.getmasset.com/resources/podcast/406-mandy-arola","datePublished":"2026-02-19","duration":"PT17M","guest":{"name":"Mandy Arola","title":"Director of Marketing at Nashville Software School"},"summary":"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.","categories":["Content Strategy"],"topics":["Starting with authentic stories as the foundation for AI-assisted content","Building and training custom GPTs for brand voice consistency","AI as a collaborative editing partner rather than content generator","Balancing content quality standards with publishing cadence","Measuring content success through community feedback loops"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20406%20-%20Mandy%20Arola/Episode%20406%20-%20Mandy%20Arola%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18694153-how-can-you-use-ai-to-create-authentic-human-centered-content-without-losing-your-brand-voice"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18694153-how-can-you-use-ai-to-create-authentic-human-centered-content-without-losing-your-brand-voice"}},{"number":405,"slug":"405-amie-milner","title":"How Can a Niche Attack Strategy Help You Win More B2B Sales?","url":"https://www.getmasset.com/resources/podcast/405-amie-milner","datePublished":"2026-02-18","duration":"PT16M","guest":{"name":"Amie Milner","title":"EVP of Marketing & Sales Enablement at Abstrakt"},"summary":"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.","categories":["Content Strategy"],"topics":["Niche attack strategy for B2B sales growth","Identifying and evaluating profitable niches","Using case studies as the foundation for niche selling","Channel-specific strategies for niche vs. broad outreach","Organic niche expansion through adjacent industries"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20405%20-%20Amie%20Milner/Episode%20405%20-%20Amie%20Milner%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18694057-how-can-a-niche-attack-strategy-help-you-win-more-b2b-sales"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18694057-how-can-a-niche-attack-strategy-help-you-win-more-b2b-sales"}},{"number":404,"slug":"404-jake-edie","title":"Is AI Ruining Thought Leadership in B2B—or Raising the Bar?","url":"https://www.getmasset.com/resources/podcast/404-jake-edie","datePublished":"2026-02-17","duration":"PT17M","guest":{"name":"Jake Edie","title":"Managing Partner at RenewComm"},"summary":"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.","categories":["Content Strategy"],"topics":["Two types of B2B thought leadership","Why AI cannot replace proprietary industry knowledge","Using AI as a force multiplier for content distribution","Emerging audience filters for AI-generated content","The future of authentic thought leadership formats"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20404%20-%20Jake%20Edie/Episode%20404%20-%20Jake%20Edie%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18694027-is-ai-ruining-thought-leadership-in-b2b-or-raising-the-bar"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18694027-is-ai-ruining-thought-leadership-in-b2b-or-raising-the-bar"}},{"number":403,"slug":"403-fred-faulkner","title":"How Do Custom GPTs Help Teams Create More Without Losing Their Voice?","url":"https://www.getmasset.com/resources/podcast/403-fred-faulkner","datePublished":"2026-02-12","duration":"PT18M","guest":{"name":"Fred Faulkner","title":"SVP of Marketing at McFadyen Digital"},"summary":"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.","categories":["Content Strategy"],"topics":["Building and training custom GPTs for marketing teams","Voice mode as a breakthrough for authentic AI collaboration","Practical rules for AI adoption in small teams","Custom GPT architecture: writing assistants, strategic co-pilots, and chief-of-staff bots","Maintaining brand voice consistency with AI across team members"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20403%20-%20Fred%20Faulkner/Episode%20403%20-%20Fred%20Faulkner%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18650312-how-do-custom-gpts-help-teams-create-more-without-losing-their-voice"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18650312-how-do-custom-gpts-help-teams-create-more-without-losing-their-voice"}},{"number":402,"slug":"402-abby-ross","title":"Why Do Buzzwords Make Your Content Less Credible?","url":"https://www.getmasset.com/resources/podcast/402-abby-ross","datePublished":"2026-02-11","duration":"PT14M","guest":{"name":"Abby Ross","title":"Corporate Communications Leader at Hydrolix"},"summary":"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.","categories":["Content Strategy"],"topics":["Identifying and eliminating buzzwords from marketing content","How buzzwords undermine brand credibility and differentiation","Simple, specific language as a competitive advantage","Training AI to match a buzzword-free executive voice","Navigating pushback from executives who love certain buzzwords"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20402%20-%20Abby%20Ross/Episode%20402%20-%20Abby%20Ross%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18650286-why-do-buzzwords-make-your-content-less-credible"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18650286-why-do-buzzwords-make-your-content-less-credible"}},{"number":401,"slug":"401-beka-wueste","title":"Why Does People-First Content Build Stronger Brands Than Brand Messaging?","url":"https://www.getmasset.com/resources/podcast/401-beka-wueste","datePublished":"2026-02-10","duration":"PT16M","guest":{"name":"Beka Wueste","title":"Director of Brand & Marketing at Integrated Data Services"},"summary":"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.","categories":["Content Strategy"],"topics":["People-first content strategy versus brand-first messaging","Employee spotlights, intern stories, and customer partnerships as content","Building brand trust through personal reputation association","Measuring the effectiveness of non-sales content","Balancing long-term brand building with short-term performance goals"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20401%20-%20Beka%20Wueste/Episode%20401%20-%20Beka%20Wueste%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18650234-why-does-people-first-content-build-stronger-brands-than-brand-messaging"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18650234-why-does-people-first-content-build-stronger-brands-than-brand-messaging"}},{"number":400,"slug":"400-katrine-rasmussen","title":"How Can Brands Bridge the Gap Between Human Quality and AI Efficiency?","url":"https://www.getmasset.com/resources/podcast/400-katrine-rasmussen","datePublished":"2026-02-05","duration":"PT17M","guest":{"name":"Katrine Rasmussen","title":"CMO at Pixels"},"summary":"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.","categories":["Content Strategy"],"topics":["Ethical AI implementation in fashion and e-commerce","Digital Twins as a consent-based AI model product","AI quality depends on human expertise, not just tools","Legal and ethical risks of AI-generated imagery","The democratization problem: access doesn't equal capability"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20400%20-%20Katrine%20Rasmussen/Episode%20400%20-%20Katrine%20Rasmussen%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18627393-how-can-brands-bridge-the-gap-between-human-quality-and-ai-efficiency"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18627393-how-can-brands-bridge-the-gap-between-human-quality-and-ai-efficiency"}},{"number":399,"slug":"399-bridget-folliard-terrones","title":"Is AI Rewriting the Rules of Your Content Strategy?","url":"https://www.getmasset.com/resources/podcast/399-bridget-folliard-terrones","datePublished":"2026-02-04","duration":"PT14M","guest":{"name":"Bridget Folliard Terrones","title":"VP of Marketing & Communications at IREM"},"summary":"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.","categories":["Content Strategy"],"topics":["The shift from SEO to AEO (AI Engine Optimization)","How AI search summaries change content discoverability","Content auditing for AI readiness","Pillar pages and cluster content strategy","Legal and misinformation risks in AI content"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20399%20-%20Bridget%20Folliard%20Terrones/Episode%20399%20-%20Bridget%20Folliard%20Terrones%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18622810-is-ai-rewriting-the-rules-of-your-content-strategy"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18622810-is-ai-rewriting-the-rules-of-your-content-strategy"}},{"number":398,"slug":"398-april-grudier","title":"Are You Creating Content Based on Beliefs or Just Demographics?","url":"https://www.getmasset.com/resources/podcast/398-april-grudier","datePublished":"2026-02-03","duration":"PT24M","guest":{"name":"April Grudier","title":"B2B Marketing Leader"},"summary":"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.","categories":["Content Strategy"],"topics":["Belief-based versus demographic audience targeting","Psychographic research methods for content strategy","Intentional content planning across the buyer journey","PR as an AI visibility and discoverability strategy","Structuring content for LLM discoverability"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20398%20-%20April%20Grudier/Episode%20398%20-%20April%20Grudier%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18615171-are-you-creating-content-based-on-beliefs-or-just-demographics"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18615171-are-you-creating-content-based-on-beliefs-or-just-demographics"}},{"number":397,"slug":"397-olivia-martinez","title":"Creating High Performing Newsletters Using AI and Subject Matter Experts","url":"https://www.getmasset.com/resources/podcast/397-olivia-martinez","datePublished":"2026-01-29","duration":"PT15M","guest":{"name":"Olivia Martinez","title":"Director of Partner Marketing & Communications at Mission (a CDW Company)"},"summary":"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.","categories":["Content Strategy"],"topics":["Custom GPTs for ghostwriting in a subject matter expert's voice","Newsletter personalization and the power of sending from a person","The 1-2-3 newsletter structure for consistent engagement","Building SME relationships for content collaboration","Human review as a non-negotiable in AI-assisted content"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20397%20-%20Olivia%20Martinez/Episode%20397%20-%20Olivia%20Martinez%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18573973-creating-high-performing-newsletters-using-ai-and-subject-matter-experts"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18573973-creating-high-performing-newsletters-using-ai-and-subject-matter-experts"}},{"number":396,"slug":"396-andy-brooks","title":"Authentic Marketing Strategies for the Age of Generative AI","url":"https://www.getmasset.com/resources/podcast/396-andy-brooks","datePublished":"2026-01-28","duration":"PT16M","guest":{"name":"Andy Brooks","title":"Director of Marketing & Communications at UC Davis Student Health"},"summary":"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.","categories":["Content Strategy"],"topics":["The affirmation feedback loop in AI content creation","Why AI's low barrier to entry is a problem for quality","Maintaining authenticity while using generative AI","Gen Z's ability to detect AI-generated content","The future of AI disclosure and acceptance in marketing"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20396%20-%20Andy%20Brooks/Episode%20396%20-%20Andy%20Brooks%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18573928-authentic-marketing-strategies-for-the-age-of-generative-ai"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18573928-authentic-marketing-strategies-for-the-age-of-generative-ai"}},{"number":395,"slug":"395-jennifer-halsey","title":"Is Content Your Revenue Lever?","url":"https://www.getmasset.com/resources/podcast/395-jennifer-halsey","datePublished":"2025-11-11","duration":"PT19M","guest":{"name":"Jennifer Halsey","title":"Content Strategy Leader at Dragos"},"summary":"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.","categories":["Content Strategy"],"topics":["Building a content strategy function from scratch in a technical organization","Content as the common denominator across marketing functions","Six strategic business outcomes for content strategy","Quick wins versus long-term content infrastructure","Content mapping across the full buyer and customer lifecycle"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20395%20-%20Jennifer%20Halsey/Episode%20395%20-%20Jennifer%20Halsey%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18573890-is-content-your-revenue-lever"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18573890-is-content-your-revenue-lever"}},{"number":394,"slug":"394-courtney-klepsch","title":"Are You Writing For The Right Persona?","url":"https://www.getmasset.com/resources/podcast/394-courtney-klepsch","datePublished":"2025-11-06","duration":"PT18M","guest":{"name":"Courtney Klepsch","title":"Marketing & Communications Leader"},"summary":"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.","categories":["Content Strategy"],"topics":["Founder stories as brand humanization strategy","The About page as an underused brand storytelling tool","Community-driven content and brand advocacy","Authenticity versus production value in marketing content","AI personalization balanced with human refinement"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20394%20-%20Courtney%20Klepsch/Episode%20394%20-%20Courtney%20Klepsch%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18549708-are-you-writing-for-the-right-persona"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18549708-are-you-writing-for-the-right-persona"}},{"number":393,"slug":"393-ginarenee-autrey","title":"Can You Tell a Story in Six Words?","url":"https://www.getmasset.com/resources/podcast/393-ginarenee-autrey","datePublished":"2025-11-05","duration":"PT17M","guest":{"name":"GinaRenee Autrey","title":"Director of Marketing & Strategic Impact at KleinSchmidt"},"summary":"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.","categories":["Content Strategy"],"topics":["Creative marketing in technical and niche B2B industries","Getting organizational buy-in for unconventional campaigns","Listening to subject matter experts as creative inspiration","Top-down lobbying strategy for marketing approval","Real-world analogies as attention-grabbing content frameworks"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20393%20-%20GinaRenee%20Autrey/Episode%20393%20-%20GinaRenee%20Autrey%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18544740-can-you-tell-a-story-in-six-words"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18544740-can-you-tell-a-story-in-six-words"}},{"number":392,"slug":"392-deborah-shapiro","title":"Are You Moving Fast Enough Online?","url":"https://www.getmasset.com/resources/podcast/392-deborah-shapiro","datePublished":"2025-11-04","duration":"PT19M","guest":{"name":"Deborah Shapiro","title":"VP of Growth at Black Angus Steakhouse"},"summary":"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.","categories":["Content Strategy"],"topics":["The loyalty loop framework for driving customer-led growth","Brand connection workshops versus traditional brand workshops","Why demographic targeting misleads content strategy","Gamification in loyalty marketing and apps","Data-driven marketing with cost-per-acquisition discipline"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20392%20-%20Deborah%20Shapiro/Episode%20392%20-%20Deborah%20Shapiro%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18537595-are-you-moving-fast-enough-online"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18537595-are-you-moving-fast-enough-online"}},{"number":391,"slug":"391-lee-phenner","title":"Weaponized Curiosity","url":"https://www.getmasset.com/resources/podcast/391-lee-phenner","datePublished":"2025-10-30","duration":"PT16M","guest":{"name":"Lee Phenner","title":"Marketing & Brand Leader at Action for Boston Community Development"},"summary":"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.","categories":["Content Strategy"],"topics":["Brand essence, promise, and personality development","Consistency with flexibility in brand expression","AI as a collaborator versus a replacement for creative thinking","Translating brand identity across diverse channels and audiences","Quality control for AI-generated content"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20391%20-%20Lee%20Phenner/Episode%20391%20-%20Lee%20Phenner%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18508608-weaponized-curiosity"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18508608-weaponized-curiosity"}},{"number":390,"slug":"390-chantal-sagnes","title":"Are You Writing or Just Posting?","url":"https://www.getmasset.com/resources/podcast/390-chantal-sagnes","datePublished":"2025-10-29","duration":"PT16M","guest":{"name":"Chantal Sagnes","title":"Fractional Managing Director & Agency Consultant"},"summary":"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.","categories":["Content Strategy"],"topics":["Authenticity versus AI-generated content on LinkedIn and social media","Brand positioning as a defense against content commoditization","The shift toward behind-the-scenes and founder-led content","Original thought versus prompt-first workflows","Community building through realness in the AI era"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20390%20-%20Chantal%20Sagnes/Episode%20390%20-%20Chantal%20Sagnes%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18497632-are-you-writing-or-just-posting"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18497632-are-you-writing-or-just-posting"}},{"number":389,"slug":"389-christine-jennings","title":"Are You Chasing Content or Revenue?","url":"https://www.getmasset.com/resources/podcast/389-christine-jennings","datePublished":"2025-10-28","duration":"PT18M","guest":{"name":"Christine Jennings","title":"Product Marketing Leader at DTN"},"summary":"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.","categories":["Content Strategy"],"topics":["Balancing AI efficiency with authentic storytelling","Short-form video and snackable content strategies","The return of in-person events and community marketing","Product marketing in the age of AI","Choosing and mastering a focused set of content channels"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20389%20-%20Christine%20Jennings/Episode%20389%20-%20Christine%20Jennings%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18497531-are-you-chasing-content-or-revenue"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18497531-are-you-chasing-content-or-revenue"}},{"number":388,"slug":"388-janelle-jones","title":"Where Should AI End and Humans Begin?","url":"https://www.getmasset.com/resources/podcast/388-janelle-jones","datePublished":"2025-10-23","duration":"PT18M","guest":{"name":"Janelle Jones","title":"Business Marketing Strategist & Tech Founder"},"summary":"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.","categories":["Content Strategy"],"topics":["Sustainable content creation systems for entrepreneurs","Finding your authentic posting frequency without burnout","Using audience surveys and direct feedback to guide content","Balancing personal brand vulnerability with boundaries","Building aesthetic visual consistency on social platforms"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20388%20-%20Janelle%20Jones/Episode%20388%20-%20Janelle%20Jones%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18458762-where-should-ai-end-and-humans-begin"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18458762-where-should-ai-end-and-humans-begin"}},{"number":387,"slug":"387-nikki-little","title":"Do Thought Leadership Ads Actually Work?","url":"https://www.getmasset.com/resources/podcast/387-nikki-little","datePublished":"2025-10-22","duration":"PT19M","guest":{"name":"Nikki Little","title":"Integrated Communications Leader at Franco"},"summary":"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.","categories":["Content Strategy"],"topics":["The PESO model for integrated communications","Breaking down silos between marketing and communications teams","Creating unified measurement across channels","Content amplification across paid, earned, shared, and owned media","Building cross-functional collaboration workflows"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20387%20-%20Nikki%20Little/Episode%20387%20-%20Nikki%20Little%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18458738-do-thought-leadership-ads-actually-work"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18458738-do-thought-leadership-ads-actually-work"}},{"number":386,"slug":"386-lee-densmer","title":"Is Everything Actually Content?","url":"https://www.getmasset.com/resources/podcast/386-lee-densmer","datePublished":"2025-10-21","duration":"PT18M","guest":{"name":"Lee Densmer","title":"Content Marketing Consultant & Author"},"summary":"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.","categories":["Content Strategy"],"topics":["The creator mindset for B2B brands","Human-led content versus anonymous corporate publishing","Cutting through AI content noise with personality","Training employees to become brand advocates online","Finding and amplifying spicy or contrarian perspectives"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20386%20-%20Lee%20Densmer/Episode%20386%20-%20Lee%20Densmer%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18458705-is-everything-actually-content"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18458705-is-everything-actually-content"}},{"number":385,"slug":"385-kelley-hippler","title":"Does Grassroots Marketing Still Win Hearts?","url":"https://www.getmasset.com/resources/podcast/385-kelley-hippler","datePublished":"2025-10-16","duration":"PT18M","guest":{"name":"Kelley Hippler","title":"Chief Revenue Officer at Briefly Legal"},"summary":"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.","categories":["Content Strategy"],"topics":["Sales and marketing alignment strategies","Shared revenue goals across departments","Full customer lifecycle marketing beyond top of funnel","Warning signs of misalignment between teams","Cross-departmental planning and resource allocation"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20385%20-%20Kelley%20Hippler/Episode%20385%20-%20Kelley%20Hippler%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18377466-does-grassroots-marketing-still-win-hearts"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18377466-does-grassroots-marketing-still-win-hearts"}},{"number":384,"slug":"384-bernie-goldenberg","title":"How Do You Cut Through AI Noise?","url":"https://www.getmasset.com/resources/podcast/384-bernie-goldenberg","datePublished":"2025-10-15","duration":"PT19M","guest":{"name":"Bernie Goldenberg","title":"Director of Product Marketing at Zappi"},"summary":"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.","categories":["Content Strategy"],"topics":["Customer insight collection for product positioning","Using AI to analyze voice-of-customer data","Repositioning based on customer-revealed value drivers","Customer advisory boards for messaging validation","Multi-source research for scrappy marketing teams"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20384%20-%20Bernie%20Goldenberg/Episode%20384%20-%20Bernie%20Goldenberg%20-%20profile%20picture.png","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18368249-how-do-you-cut-through-ai-noise"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18368249-how-do-you-cut-through-ai-noise"}},{"number":383,"slug":"383-paul-hemingway","title":"Are You Letting Customers Tell Your Story?","url":"https://www.getmasset.com/resources/podcast/383-paul-hemingway","datePublished":"2025-10-14","duration":"PT17M","guest":{"name":"Paul Hemingway","title":"Marketing Leader at Lighthouse Foods"},"summary":"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.","categories":["Content Strategy"],"topics":["Strategic media placement for challenger brands","Competing against large-budget competitors in niche channels","Full-funnel marketing measurement approaches","A/B market testing for proving marketing ROI","Managing media agency relationships and marketing mix modeling"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20383%20-%20Paul%20Hemingway/Episode%20383%20-%20Paul%20Hemingway%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18360756-are-you-letting-customers-tell-your-story"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18360756-are-you-letting-customers-tell-your-story"}},{"number":382,"slug":"382-valerie-capone","title":"Are You Selling Features or Outcomes?","url":"https://www.getmasset.com/resources/podcast/382-valerie-capone","datePublished":"2025-10-09","duration":"PT16M","guest":{"name":"Valerie Capone","title":"Director of Marketing & Communications"},"summary":"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.","categories":["Content Strategy"],"topics":["Marketing fundamentals that transcend technology changes","The evolution from print to digital to AI in marketing","Maintaining intentionality in an age of infinite editing","AI as a tool versus a replacement for human creativity","Multi-generational marketing considerations"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20382%20-%20Valerie%20Capone/Episode%20382%20-%20Valerie%20Capone%20-%20profile%20picture.png","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18334658-are-you-selling-features-or-outcomes"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18334658-are-you-selling-features-or-outcomes"}},{"number":381,"slug":"381-kelsey-smith","title":"Is Your Content Valuable Enough to Sell?","url":"https://www.getmasset.com/resources/podcast/381-kelsey-smith","datePublished":"2025-10-08","duration":"PT16M","guest":{"name":"Kelsey Smith","title":"Director of Digital Marketing at FranConnect"},"summary":"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.","categories":["Content Strategy"],"topics":["Customer story content versus product-led content","Video testimonial production at various quality levels","Repurposing long-form video into multiple content assets","Using customer content to accelerate sales cycles","Building customer relationships through content collaboration"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20381%20-%20Kelsey%20Smith/Episode%20381%20-%20Kelsey%20Smith%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18328295-is-your-content-valuable-enough-to-sell"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18328295-is-your-content-valuable-enough-to-sell"}},{"number":380,"slug":"380-matthew-scales","title":"Are You Still Writing for Humans?","url":"https://www.getmasset.com/resources/podcast/380-matthew-scales","datePublished":"2025-10-07","duration":"PT18M","guest":{"name":"Matthew Scales","title":"Seafood Marketing Director at Maryland Department of Agriculture"},"summary":"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.","categories":["Content Strategy"],"topics":["Creative experiential marketing for content generation","Turning challenges into compelling brand stories","Multi-partner event marketing and co-promotion","User-generated content from experiential activations","Measuring the impact of unconventional marketing events"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20380%20-%20Matthew%20Scales/Episode%20380%20-%20Matthew%20Scales%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18322627-are-you-still-writing-for-humans"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18322627-are-you-still-writing-for-humans"}},{"number":379,"slug":"379-matt-dornfeld","title":"Does Research Make the Best Marketing?","url":"https://www.getmasset.com/resources/podcast/379-matt-dornfeld","datePublished":"2025-10-02","duration":"PT18M","guest":{"name":"Matt Dornfeld","title":"Global AI Go-to-Market Leader at Commerce (formerly BigCommerce)"},"summary":"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.","categories":["Content Strategy"],"topics":["Personalizing the full webinar lifecycle with AI","Dynamic form logic for better data collection","Workflow automation tools for marketing processes","Using LLMs for post-event analysis and follow-up","Building affordable tech stacks for personalization at scale"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20379%20-%20Matt%20Dornfeld/Episode%20379%20-%20Matt%20Dornfeld%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18296253-does-research-make-the-best-marketing"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18296253-does-research-make-the-best-marketing"}},{"number":378,"slug":"378-rosemary-ajuka-lecroy","title":"How Do You Align Content and Promotion?","url":"https://www.getmasset.com/resources/podcast/378-rosemary-ajuka-lecroy","datePublished":"2025-10-01","duration":"PT13M","guest":{"name":"Rosemary Ajuka-LeCroy","title":"Director of Marketing at AM Batteries"},"summary":"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.","categories":["Content Strategy"],"topics":["Using AI for customer research over content creation","Data-driven content strategy and customer understanding","Consumer content overwhelm and cutting through noise","AI tools for marketing research and analytics","Measuring content effectiveness through audience behavior"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20378%20-%20Rosemary%20Ajuka-LeCroy/Episode%20378%20-%20Rosemary%20Ajuka-LeCroy%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18289287-how-do-you-align-content-and-promotion"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18289287-how-do-you-align-content-and-promotion"}},{"number":377,"slug":"377-laliv-hadar","title":"Should You Build a Custom GPT?","url":"https://www.getmasset.com/resources/podcast/377-laliv-hadar","datePublished":"2025-09-30","duration":"PT16M","guest":{"name":"Laliv Hadar","title":"SVP of Marketing at Envision Communications"},"summary":"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.","categories":["Content Strategy"],"topics":["Experiential marketing as a B2B strategy","Content creation before, during, and after events","Atomizing event content across marketing channels","Justifying experiential marketing ROI to leadership","Starting small with intentional customer experiences"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20377%20-%20Laliv%20Hadar/Episode%20377%20-%20Laliv%20Hadar%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18283808-should-you-build-a-custom-gpt"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18283808-should-you-build-a-custom-gpt"}},{"number":376,"slug":"376-crystalee-beck","title":"Can customers power your growth?","url":"https://www.getmasset.com/resources/podcast/376-crystalee-beck","datePublished":"2025-09-25","duration":"PT16M","guest":{"name":"Crystalee Beck","title":"Owner of Comma Copywriters"},"summary":"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.","categories":["Content Strategy"],"topics":["Human versus AI efficiency for long-form content creation","The content production phases where AI adds versus detracts value","Quality control standards for AI-assisted content","The growing market for human editing of AI-generated drafts","Brand voice preservation in the age of AI content"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20376%20-%20Crystalee%20Beck/Episode%20376%20-%20Crystalee%20Beck%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18215489-can-customers-power-your-growth"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18215489-can-customers-power-your-growth"}},{"number":375,"slug":"375-sarah-renner","title":"Can sales and marketing finally align?","url":"https://www.getmasset.com/resources/podcast/375-sarah-renner","datePublished":"2025-09-24","duration":"PT19M","guest":{"name":"Sarah Renner","title":"VP of Marketing Strategy & Analytics at MarketBridge"},"summary":"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.","categories":["Content Strategy"],"topics":["The decline of form fills and gated content","Defining quality content: detailed, authentic, and unique","Generative engine optimization (GEO) and AI search impact","Mid-funnel and lower-funnel content strategy","Trust-based marketing and empowering employee thought leadership"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20375%20-%20Sarah%20Renner/Episode%20375%20-%20Sarah%20Renner%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18215484-can-sales-and-marketing-finally-align"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18215484-can-sales-and-marketing-finally-align"}},{"number":374,"slug":"374-paramita-bhattacharya","title":"What Does Real Value Look Like?","url":"https://www.getmasset.com/resources/podcast/374-paramita-bhattacharya","datePublished":"2025-09-23","duration":"PT16M","guest":{"name":"Paramita Bhattacharya","title":"Full Stack Marketing Leader"},"summary":"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.","categories":["Content Strategy","AI","SEO"],"topics":["AI's impact on content discovery and SEO","Credibility-driven content strategy over volume-based approaches","The convergence of authenticity and authority in marketing","First-party data and proprietary research as competitive advantages","AI-assisted content creation workflows and human refinement"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20374%20-%20Paramita%20Bhattacharya/Episode%20374%20-%20Paramita%20Bhattacharya%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18208363-what-does-real-value-look-like"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18208363-what-does-real-value-look-like"}},{"number":373,"slug":"373-rachel-grace","title":"Can You Cover Your Company Like a Beat?","url":"https://www.getmasset.com/resources/podcast/373-rachel-grace","datePublished":"2025-09-18","duration":"PT12M","guest":{"name":"Rachel Grace","title":"Founder of Gallant Creative"},"summary":"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.","categories":["Content Strategy","Personal Branding","B2B Marketing"],"topics":["Low-fidelity, authentic content as a marketing strategy","Gen Z content consumption habits and expectations","Employee brand ambassador programs","Personal branding as a business growth driver","Simplifying marketing messaging for modern audiences"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20373%20-%20Rachel%20Grace/Episode%20373%20-%20Rachel%20Grace%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18169192-can-you-cover-your-company-like-a-beat"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18169192-can-you-cover-your-company-like-a-beat"}},{"number":372,"slug":"372-amanda-lucidi","title":"Can Demand Gen Be Personal And Scalable?","url":"https://www.getmasset.com/resources/podcast/372-amanda-lucidi","datePublished":"2025-09-17","duration":"PT17M","guest":{"name":"Amanda Lucidi","title":"Founder of Mandy Media Co."},"summary":"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.","categories":["Content Strategy","Content Operations"],"topics":["Building sustainable content production workflows","Operational planning before content scaling","Goal-driven content strategy development","Bridging the gap between creative and strategy teams","Manual process validation before software investment"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20372%20-%20Amanda%20Lucidi/Episode%20372%20-%20Amanda%20Lucidi%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18169167-can-demand-gen-be-personal-and-scalable"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18169167-can-demand-gen-be-personal-and-scalable"}},{"number":371,"slug":"371-kim-kanary","title":"Is Content the Engine Behind Growth?","url":"https://www.getmasset.com/resources/podcast/371-kim-kanary","datePublished":"2025-09-16","duration":"PT19M","guest":{"name":"Kim Kanary","title":"B2B & B2C Marketing Leader"},"summary":"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.","categories":["Content Strategy","Content Measurement","Sales Enablement"],"topics":["Proving content's value as a revenue lever","Content measurement and attribution methodologies","Sales enablement content aligned to the buyer journey","Media mix modeling for content teams","Communicating content ROI to executives"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20371%20-%20Kim%20Kanary/Episode%20371%20-%20Kim%20Kanary%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18169149-is-content-the-engine-behind-growth"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18169149-is-content-the-engine-behind-growth"}},{"number":370,"slug":"370-taylor-whetstone","title":"Does your content reach the 95%?","url":"https://www.getmasset.com/resources/podcast/370-taylor-whetstone","datePublished":"2025-09-11","duration":"PT20M","guest":{"name":"Taylor Whetstone","title":"Marketing Operations Professional at Augury"},"summary":"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.","categories":["Content Strategy","Marketing Operations","Sales Enablement"],"topics":["Persona-driven content strategy from a marketing ops perspective","Segmenting databases for targeted content distribution","Sales team content enablement and education","Content KPI frameworks with tiered metrics","Gated vs. ungated content strategy"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20370%20-%20Taylor%20Whetstone/Episode%20370%20-%20Taylor%20Whetstone%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18128593-does-your-content-reach-the-95"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18128593-does-your-content-reach-the-95"}},{"number":369,"slug":"369-ravi-pimplaskar","title":"How Is AI Changing Search?","url":"https://www.getmasset.com/resources/podcast/369-ravi-pimplaskar","datePublished":"2025-09-10","duration":"PT18M","guest":{"name":"Ravi Pimplaskar","title":"Marketing Leader & Live Storyteller"},"summary":"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.","categories":["Content Strategy","Storytelling","B2B Marketing"],"topics":["Storytelling techniques applied to marketing campaigns","The six-word campaign exercise inspired by Hemingway","Emotional design in B2B content creation","Making B2B content entertaining without losing substance","Live performance lessons for marketing professionals"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20369%20-%20Ravi%20Pimplaskar/Episode%20369%20-%20Ravi%20Pimplaskar%20-%20profile%20picture.png","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18128589-how-is-ai-changing-search"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18128589-how-is-ai-changing-search"}},{"number":368,"slug":"368-knyckolas-sutherland","title":"What makes video a growth engine?","url":"https://www.getmasset.com/resources/podcast/368-knyckolas-sutherland","datePublished":"2025-09-09","duration":"PT17M","guest":{"name":"Knyckolas Sutherland","title":"B2B Content & Growth Marketer"},"summary":"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.","categories":["Content Strategy","Social Media","B2B Marketing"],"topics":["Speed and timing in trend-based content creation","Brand guardrails for agile content teams","Curating B2B content for individual decision-makers","Balancing content format experimentation with daily trends","Creative experimentation through personal content"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20368%20-%20Knyckolas%20Sutherland/Episode%20368%20-%20Knyckolas%20Sutherland%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18128583-what-makes-video-a-growth-engine"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18128583-what-makes-video-a-growth-engine"}},{"number":367,"slug":"367-eric-hultgren","title":"Can Marketing Lead Strategy?","url":"https://www.getmasset.com/resources/podcast/367-eric-hultgren","datePublished":"2025-09-04","duration":"PT15M","guest":{"name":"Eric Hultgren","title":"National Content Platform Leader at Advance Local"},"summary":"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.","categories":["Content Strategy","Creativity","B2B Marketing"],"topics":["Weaponized curiosity in content marketing","Finding hidden stories inside B2B organizations","Building honest creative feedback systems","Using AI as a writing partner, not a replacement","Personal brand as a testing ground for business ideas"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20367%20-%20Eric%20Hultgren/Episode%20367%20-%20Eric%20Hultgren%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18086527-can-marketing-lead-strategy"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18086527-can-marketing-lead-strategy"}},{"number":366,"slug":"366-ricky-baizas","title":"How Is AI Changing B2B Marketing?","url":"https://www.getmasset.com/resources/podcast/366-ricky-baizas","datePublished":"2025-09-03","duration":"PT18M","guest":{"name":"Ricky Baizas","title":"Digital Marketing & Storytelling Professional"},"summary":"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.","categories":["Content Strategy","Storytelling","B2B Marketing"],"topics":["The discipline of storytelling craft in marketing","Pen-and-paper writing exercises for marketers","Finding the core insight before choosing format","Resource-driven content format decisions","Engagement velocity as a content metric"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20366%20-%20Ricky%20Baizas/Episode%20366%20-%20Ricky%20Baizas%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18086516-how-is-ai-changing-b2b-marketing"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18086516-how-is-ai-changing-b2b-marketing"}},{"number":365,"slug":"365-kara-brown","title":"Can Podcasting Build Real Relationships?","url":"https://www.getmasset.com/resources/podcast/365-kara-brown","datePublished":"2025-08-28","duration":"PT18M","guest":{"name":"Kara Brown","title":"CEO of Lead Coverage"},"summary":"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.","categories":["Content Strategy","Demand Generation","B2B Marketing"],"topics":["Content as a commodity in the AI era","The Rule of 95 and the 5% buying moment","Intent data types for B2B marketing","Revenue-connected content strategy","Database hygiene and record accuracy"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20365%20-%20Kara%20Brown/Episode%20365%20-%20Kara%20Brown%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18086510-can-podcasting-build-real-relationships"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18086510-can-podcasting-build-real-relationships"}},{"number":364,"slug":"364-zach-presswood","title":"Are You Marketing to the Wrong People?","url":"https://www.getmasset.com/resources/podcast/364-zach-presswood","datePublished":"2025-08-27","duration":"PT17M","guest":{"name":"Zach Presswood","title":"Director of Advertiser Success at AdMarketplace"},"summary":"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.","categories":["AI","Content Strategy","Personalization"],"topics":["The ethics of AI-driven personalization","Where AI succeeds vs. fails in marketing applications","Human judgment as the final filter for AI output","The MIT study on AI pilot failure rates","Balancing automation efficiency with empathy"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20364%20-%20Zach%20Presswood/Episode%20364%20-%20Zach%20Presswood%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18053166-are-you-marketing-to-the-wrong-people"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18053166-are-you-marketing-to-the-wrong-people"}},{"number":363,"slug":"363-katrine-rasmussen","title":"Have You Ever Tried Anti Marketing?","url":"https://www.getmasset.com/resources/podcast/363-katrine-rasmussen","datePublished":"2025-08-21","duration":"PT13M","guest":{"name":"Katrine Rasmussen","title":"Marketing Leader at Pixels"},"summary":"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.","categories":["LinkedIn Marketing","Account-Based Marketing","B2B Marketing"],"topics":["LinkedIn Thought Leader Ads strategy and execution","Account-based marketing with hyper-targeted LinkedIn audiences","Getting sales teams to post consistently on LinkedIn","Enterprise B2B marketing with long sales cycles","Content library creation for employee advocacy"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20363%20-%20Katrine%20Rasmussen/Episode%20363%20-%20Katrine%20Rasmussen%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18052859-have-you-ever-tried-anti-marketing"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18052859-have-you-ever-tried-anti-marketing"}},{"number":362,"slug":"362-molly-evola","title":"Is AI Rewriting the Rules of Marketing?","url":"https://www.getmasset.com/resources/podcast/362-molly-evola","datePublished":"2025-08-20","duration":"PT18M","guest":{"name":"Molly Evola","title":"Senior Content Marketing Manager at Customer.io"},"summary":"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.","categories":["Content Strategy","Content Operations","B2B Marketing"],"topics":["Content as a strategic function, not a support role","Hub-and-spoke content models for efficient production","Getting subject matter experts to contribute content","Internal content marketing and distribution","Human-first content creation in the AI era"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20362%20-%20Molly%20Evola/Episode%20362%20-%20Molly%20Evola%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18047074-is-ai-rewriting-the-rules-of-marketing"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18047074-is-ai-rewriting-the-rules-of-marketing"}},{"number":361,"slug":"361-david-beach","title":"Are press releases still alive?","url":"https://www.getmasset.com/resources/podcast/361-david-beach","datePublished":"2025-08-19","duration":"PT17M","guest":{"name":"David Beach","title":"Actor, Variety Performer & Podcaster"},"summary":"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.","categories":["Content Strategy","Community Building","Grassroots Marketing"],"topics":["Grassroots marketing in the digital age","Building organic audiences without paid advertising","Finding passionate brand advocates","Authenticity through personality-driven content","Measuring success beyond vanity metrics"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20361%20-%20David%20Beach/Episode%20361%20-%20David%20Beach%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18013238-are-press-releases-still-alive"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18013238-are-press-releases-still-alive"}},{"number":360,"slug":"360-masha-tarasyuk","title":"How Do You Build Marketing From Zero?","url":"https://www.getmasset.com/resources/podcast/360-masha-tarasyuk","datePublished":"2025-08-14","duration":"PT17M","guest":{"name":"Masha Tarasyuk","title":"Director of Product Marketing at Codecademy"},"summary":"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.","categories":["Content Strategy","Brand Building","Product Marketing"],"topics":["Building marketing foundations from scratch","Establishing and maintaining brand voice","Authentic customer storytelling at scale","Amplifying internal employee voices","Standing out in an AI-saturated content landscape"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20360%20-%20Masha%20Tarasyuk/Episode%20360%20-%20Masha%20Tarasyuk%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18013201-how-do-you-build-marketing-from-zero"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18013201-how-do-you-build-marketing-from-zero"}},{"number":359,"slug":"359-lauren-sawyer","title":"Can a Play Teach Content Strategy?","url":"https://www.getmasset.com/resources/podcast/359-lauren-sawyer","datePublished":"2025-08-13","duration":"PT19M","guest":{"name":"Lauren Sawyer","title":"Events Marketing Leader at dual.tech"},"summary":"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.","categories":["Content Strategy"],"topics":["Customer advocacy as a marketing strategy","Creating exceptional small-scale event experiences","Personalization at in-person and virtual events","Building relationships before selling","Measuring and proving ROI of advocacy programs"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20359%20-%20Lauren%20Sawyer/Episode%20359%20-%20Lauren%20Sawyer%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/18006214-can-a-play-teach-content-strategy"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/18006214-can-a-play-teach-content-strategy"}},{"number":358,"slug":"358-vikram-maram","title":"How Do You Tell a Century of Stories","url":"https://www.getmasset.com/resources/podcast/358-vikram-maram","datePublished":"2025-08-12","duration":"PT16M","guest":{"name":"Vikram Maram","title":"Marketing Leader"},"summary":"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.","categories":["Content Strategy"],"topics":["Brand storytelling for legacy and heritage companies","Mining institutional knowledge for content","Balancing heritage and innovation in brand narratives","Making century-old brands relevant to modern audiences"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20358%20-%20Vikram%20Maram/Episode%20358%20-%20Vikram%20Maram%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17980206-how-do-you-tell-a-century-of-stories"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17980206-how-do-you-tell-a-century-of-stories"}},{"number":357,"slug":"357-evan-read","title":"Is Product Market Fit Still Enough?","url":"https://www.getmasset.com/resources/podcast/357-evan-read","datePublished":"2025-08-07","duration":"PT17M","guest":{"name":"Evan Read","title":"Head of Marketing at Quiply"},"summary":"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.","categories":["Content Strategy"],"topics":["Productizing content into interactive tools and calculators","Using AI coding tools for non-technical marketing teams","Hedging against zero-click search with interactive resources","Building distribution moats through free micro-SaaS products","Vertical SaaS content strategy for hands-on audiences"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20357%20-%20Evan%20Read/Episode%20357%20-%20Evan%20Read%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17977747-is-product-market-fit-still-enough"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17977747-is-product-market-fit-still-enough"}},{"number":356,"slug":"356-amit-gupta","title":"Can Guerrilla Marketing Still Work Today?","url":"https://www.getmasset.com/resources/podcast/356-amit-gupta","datePublished":"2025-08-06","duration":"PT18M","guest":{"name":"Amit Gupta","title":"Marketing Leader at Fortanix"},"summary":"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.","categories":["Content Strategy"],"topics":["How AI is changing content consumption patterns","The shift from keyword search to conversational AI queries","The ABM and intent data crisis created by AI search","Writing content for AI agents versus human readers","The future of email marketing in an AI-intermediated world"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20356%20-%20Amit%20Gupta/Episode%20356%20-%20Amit%20Gupta%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17968520-can-guerrilla-marketing-still-work-today"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17968520-can-guerrilla-marketing-still-work-today"}},{"number":355,"slug":"355-david-kyle-choe","title":"What Makes Marketing Actually Work?","url":"https://www.getmasset.com/resources/podcast/355-david-kyle-choe","datePublished":"2025-08-05","duration":"PT16M","guest":{"name":"David Kyle Choe","title":"Director of Product Marketing"},"summary":"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.","categories":["Content Strategy"],"topics":["Research and behind-the-scenes content as brand building","Authenticity as a competitive advantage against AI-generated content","Showing process over polish in marketing","Why obsession with your product creates compelling stories","Where and how to publish raw, authentic content"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20355%20-%20David%20Kyle%20Choe/Episode%20355%20-%20David%20Kyle%20Choe%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17927427-what-makes-marketing-actually-work"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17927427-what-makes-marketing-actually-work"}},{"number":354,"slug":"354-matt-holden","title":"Is Shopping Becoming Social Again?","url":"https://www.getmasset.com/resources/podcast/354-matt-holden","datePublished":"2025-07-31","duration":"PT14M","guest":{"name":"Matt Holden","title":"Digital Manager at Lucas Oil Products"},"summary":"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.","categories":["Content Strategy"],"topics":["Defining alignment as understanding the why behind campaigns","Aligning content and promotional calendars","Bringing stakeholders into planning early","Creative work within clear guardrails and brand guidelines","Double benchmarking for content performance measurement"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20354%20-%20Matt%20Holden/Episode%20354%20-%20Matt%20Holden%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17927420-is-shopping-becoming-social-again"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17927420-is-shopping-becoming-social-again"}},{"number":353,"slug":"353-mick-essex","title":"Can AI Make Marketing More Human?","url":"https://www.getmasset.com/resources/podcast/353-mick-essex","datePublished":"2025-07-29","duration":"PT19M","guest":{"name":"Mick Essex","title":"Head of Growth Marketing at Power"},"summary":"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.","categories":["Content Strategy"],"topics":["Building custom GPTs for marketing automation","Scaling content operations with small teams","AI-powered email spam checking and AEO optimization","Knowledge base training for custom GPTs","When to use a custom GPT versus a standard prompt"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20353%20-%20Mick%20Essex/Episode%20353%20-%20Mick%20Essex%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17927392-can-ai-make-marketing-more-human"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17927392-can-ai-make-marketing-more-human"}},{"number":352,"slug":"352-katie-hickey","title":"Is LinkedIn Still Worth Your Time?","url":"https://www.getmasset.com/resources/podcast/352-katie-hickey","datePublished":"2025-07-22","duration":"PT19M","guest":{"name":"Katie Hickey","title":"Senior Director of Revenue & Growth Marketing at dscout"},"summary":"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.","categories":["Content Strategy"],"topics":["Customer-led growth as a B2B revenue strategy","Turning customers into brand ambassadors","Building and maintaining engaged Slack communities","The community marketing manager role","Using intent signals from community engagement to inform sales"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20352%20-%20Katie%20Hickey/Episode%20352%20-%20Katie%20Hickey%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17888799-is-linkedin-still-worth-your-time"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17888799-is-linkedin-still-worth-your-time"}},{"number":351,"slug":"351-david-malmborg","title":"Introducing... Connor the Content Octopus","url":"https://www.getmasset.com/resources/podcast/351-david-malmborg","datePublished":"2025-07-17","duration":"PT17M","guest":{"name":"David Malmborg","title":"VP of Marketing & Sales at Boostability"},"summary":"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.","categories":["Content Strategy"],"topics":["Bridging the gap between sales and marketing teams","Creating shared definitions and unified language across departments","Revenue requirements modeling for pipeline forecasting","Unified customer experience from marketing through customer success","Using AI for real-time call sentiment analysis"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20351%20-%20David%20Malmborg/Episode%20351%20-%20David%20Malmborg%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17888791-introducing-connor-the-content-octopus"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17888791-introducing-connor-the-content-octopus"}},{"number":350,"slug":"350-sean-huntington","title":"Is Top of Funnel Content Still Worth It?","url":"https://www.getmasset.com/resources/podcast/350-sean-huntington","datePublished":"2025-07-16","duration":"PT16M","guest":{"name":"Sean Huntington","title":"Marketing Director at Strive"},"summary":"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.","categories":["Content Strategy"],"topics":["The three-tier value pyramid for brand building","Creating one-to-one value before scaling","Building community around shared values and principles","Using surveys to validate content strategy assumptions","Why sustainable growth requires value-first marketing"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Episode%20350%20-%20Sean%20Huntington/Episode%20350%20-%20Sean%20Huntington%20-%20profile%20picture.jpeg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17888783-is-top-of-funnel-content-still-worth-it"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17888783-is-top-of-funnel-content-still-worth-it"}},{"number":349,"slug":"349-daniel-nasaw","title":"Are We Still Writing for Humans?","url":"https://www.getmasset.com/resources/podcast/349-daniel-nasaw","datePublished":"2025-07-15","duration":"PT24M","guest":{"name":"Daniel Nasaw","title":"Head of Content at Altana"},"summary":"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.","categories":["Content Strategy"],"topics":["Applying journalism principles to B2B content marketing","Covering your company like a reporter covers a beat","The value of radical collaboration in content teams","Why the editor role is missing from B2B marketing","Connecting brand content to broader industry narratives"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17864656-are-we-still-writing-for-humans"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17864656-are-we-still-writing-for-humans"}},{"number":348,"slug":"348-justin-cruz","title":"What If Your Audience Chose Your Content?","url":"https://www.getmasset.com/resources/podcast/348-justin-cruz","datePublished":"2025-07-10","duration":"PT18M","guest":{"name":"Justin Cruz","title":"Director of Digital Marketing at TSIA"},"summary":"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.","categories":["Content Strategy"],"topics":["Building personalized B2B demand generation systems","The five stages of awareness framework for content mapping","Defining ideal customer profiles beyond traditional personas","Scalable content strategies that compound over time","Auditing and optimizing your marketing technology stack"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17856448-what-if-your-audience-chose-your-content"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17856448-what-if-your-audience-chose-your-content"}},{"number":347,"slug":"347-b2b-mascot","title":"Should your B2B business have a mascot?","url":"https://www.getmasset.com/resources/podcast/347-b2b-mascot","datePublished":"2025-07-09","duration":"PT16M","guest":null,"summary":"Evaluates the effectiveness of brand mascots in B2B marketing.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17473394-should-your-b2b-business-have-a-mascot"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17473394-should-your-b2b-business-have-a-mascot"}},{"number":346,"slug":"346-in-person-events","title":"Are In Person Events Still Worth It?","url":"https://www.getmasset.com/resources/podcast/346-in-person-events","datePublished":"2025-07-08","duration":"PT18M","guest":null,"summary":"Evaluates the ROI and value of in-person events for B2B marketing.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17466967-are-in-person-events-still-worth-it"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17466967-are-in-person-events-still-worth-it"}},{"number":345,"slug":"345-staying-strategic","title":"Don't swing at every pitch, staying strategic when everything feels urgent","url":"https://www.getmasset.com/resources/podcast/345-staying-strategic","datePublished":"2025-07-03","duration":"PT16M","guest":null,"summary":"Discusses maintaining strategic focus when marketing demands feel urgent and overwhelming.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17426694-don-t-swing-at-every-pitch-staying-strategic-when-everything-feels-urgent"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17426694-don-t-swing-at-every-pitch-staying-strategic-when-everything-feels-urgent"}},{"number":344,"slug":"344-real-community","title":"What Makes a Real Community Work?","url":"https://www.getmasset.com/resources/podcast/344-real-community","datePublished":"2025-07-02","duration":"PT16M","guest":null,"summary":"Explores the elements that make community building genuine and effective.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17426690-what-makes-a-real-community-work"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17426690-what-makes-a-real-community-work"}},{"number":343,"slug":"343-expert-influencer","title":"What Is Expert Influencer Marketing?","url":"https://www.getmasset.com/resources/podcast/343-expert-influencer","datePublished":"2025-07-01","duration":"PT18M","guest":null,"summary":"Defines expert influencer marketing and how it differs from traditional influencer strategies.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17426677-what-is-expert-influencer-marketing"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17426677-what-is-expert-influencer-marketing"}},{"number":342,"slug":"342-wasting-money-seo","title":"Are You Wasting Money on SEO?","url":"https://www.getmasset.com/resources/podcast/342-wasting-money-seo","datePublished":"2025-06-25","duration":"PT16M","guest":null,"summary":"Challenges common SEO spending practices and identifies where money is wasted.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17392435-are-you-wasting-money-on-seo"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17392435-are-you-wasting-money-on-seo"}},{"number":341,"slug":"341-community-b2b-content","title":"How Can Community Supercharge B2B Content?","url":"https://www.getmasset.com/resources/podcast/341-community-b2b-content","datePublished":"2025-06-24","duration":"PT19M","guest":null,"summary":"Explores how community engagement can amplify B2B content marketing efforts.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17382155-how-can-community-supercharge-b2b-content"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17382155-how-can-community-supercharge-b2b-content"}},{"number":340,"slug":"340-outbound-content","title":"How to Lead Outbound with Content","url":"https://www.getmasset.com/resources/podcast/340-outbound-content","datePublished":"2025-06-19","duration":"PT12M","guest":null,"summary":"Strategies for using content to lead outbound sales efforts.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/17349710-how-to-lead-outbound-with-content"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/17349710-how-to-lead-outbound-with-content"}},{"number":339,"slug":"339-write-ai-authentically","title":"How Do You Write With AI Authentically?","url":"https://www.getmasset.com/resources/podcast/339-write-ai-authentically","datePublished":"2025-06-18","duration":"PT36M","guest":null,"summary":"Deep dive into writing authentically with AI assistance.","categories":["Content 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Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/16275154-how-to-get-the-most-out-of-your-content-marketing-budget"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/16275154-how-to-get-the-most-out-of-your-content-marketing-budget"}},{"number":11,"slug":"11-webinars-linkedin","title":"How to get more out of your Webinars through LinkedIn content","url":"https://www.getmasset.com/resources/podcast/11-webinars-linkedin","datePublished":"2023-10-16","duration":"PT16M","guest":null,"summary":"Leveraging LinkedIn to amplify webinar content.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/16275155-how-to-get-more-out-of-your-webinars-through-linkedin-content"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/16275155-how-to-get-more-out-of-your-webinars-through-linkedin-content"}},{"number":10,"slug":"10-leverage-reddit","title":"How to leverage Reddit for your marketing content","url":"https://www.getmasset.com/resources/podcast/10-leverage-reddit","datePublished":"2023-10-09","duration":"PT17M","guest":null,"summary":"Using Reddit for content marketing.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/16275156-how-to-leverage-reddit-for-your-marketing-content"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/16275156-how-to-leverage-reddit-for-your-marketing-content"}},{"number":9,"slug":"9-repurpose-first-party-data","title":"Four ways to repurpose your first party data","url":"https://www.getmasset.com/resources/podcast/9-repurpose-first-party-data","datePublished":"2023-10-09","duration":"PT9M","guest":null,"summary":"Four approaches to repurposing first-party data.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/16275157-four-ways-to-repurpose-your-first-party-data"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/16275157-four-ways-to-repurpose-your-first-party-data"}},{"number":8,"slug":"8-customers-case-studies","title":"How to get more of your customers to say \\\"Yes!\\\" to doing case studies","url":"https://www.getmasset.com/resources/podcast/8-customers-case-studies","datePublished":"2023-10-02","duration":"PT13M","guest":null,"summary":"Getting customer buy-in for case studies.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/16275158-how-to-get-more-of-your-customers-to-say-yes-to-doing-case-studies"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/16275158-how-to-get-more-of-your-customers-to-say-yes-to-doing-case-studies"}},{"number":7,"slug":"7-give-away-secret-sauce","title":"Why you shouldn't be afraid to give away your \\\"secret sauce\\\" in your marketing content","url":"https://www.getmasset.com/resources/podcast/7-give-away-secret-sauce","datePublished":"2023-10-02","duration":"PT10M","guest":null,"summary":"Why sharing expertise freely builds trust and leads.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/16275159-why-you-shouldn-t-be-afraid-to-give-away-your-secret-sauce-in-your-marketing-content"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/16275159-why-you-shouldn-t-be-afraid-to-give-away-your-secret-sauce-in-your-marketing-content"}},{"number":6,"slug":"6-physical-event-content","title":"How to make your physical event content stand out","url":"https://www.getmasset.com/resources/podcast/6-physical-event-content","datePublished":"2023-09-27","duration":"PT13M","guest":null,"summary":"Creating standout content from physical events.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/16275160-how-to-make-your-physical-event-content-stand-out"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/16275160-how-to-make-your-physical-event-content-stand-out"}},{"number":5,"slug":"5-content-market-fit","title":"Finding Content-Market Fit","url":"https://www.getmasset.com/resources/podcast/5-content-market-fit","datePublished":"2023-09-25","duration":"PT18M","guest":null,"summary":"Applying the product-market fit concept to content.","categories":["Content Strategy"],"topics":[],"hasTranscript":false,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/16275161-finding-content-market-fit"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/16275161-finding-content-market-fit"}},{"number":4,"slug":"4-evergreen-timely","title":"Evergreen or timely content, which one should I use?","url":"https://www.getmasset.com/resources/podcast/4-evergreen-timely","datePublished":"2023-09-21","duration":"PT12M","guest":{"name":"Amy and Alexis","title":"Co-Founders, MKTG Collective"},"summary":"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.","categories":["Content Strategy","SEO","Content Planning"],"topics":["How to define evergreen content vs. timely content","Using Google Trends, SEMrush, Ahrefs, Moz, and social listening for topic research","When urgency and immediate engagement call for timely content","Why evergreen pages should still be updated and repurposed","How evergreen and timely content support SEO and content planning together"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/16275162-evergreen-or-timely-content-which-one-should-i-use"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/16275162-evergreen-or-timely-content-which-one-should-i-use"}},{"number":3,"slug":"3-content-not-focus","title":"What content you shouldn't be focusing on","url":"https://www.getmasset.com/resources/podcast/3-content-not-focus","datePublished":"2023-09-19","duration":"PT14M","guest":{"name":"Madi Bullock","title":"Content Marketing, PR, and Brand Communications Consultant"},"summary":"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.","categories":["Content Strategy","Social Media","B2B Marketing"],"topics":["Why Instagram and TikTok are often poor default bets for B2B","How buyer intent should shape content-channel decisions","Why LinkedIn is the main exception for B2B social","Using influencer partnerships to test social before going all in","How to avoid salesy, out-of-place social content"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/16275163-what-content-you-shouldn-t-be-focusing-on"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/16275163-what-content-you-shouldn-t-be-focusing-on"}},{"number":2,"slug":"2-product-led-content","title":"How to make product-led content interesting and helpful","url":"https://www.getmasset.com/resources/podcast/2-product-led-content","datePublished":"2023-09-12","duration":"PT11M","guest":{"name":"Megan Pratt","title":"Fractional Product Marketing Consultant"},"summary":"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.","categories":["Product Marketing","Content Strategy","Sales Enablement"],"topics":["Why product-led content often feels too rushed and too promotional","How product marketers should collaborate with product managers earlier","Mapping product-led content across the customer lifecycle","Using beta feedback, case studies, and checklists in launch content","How to keep product content aligned with real customer questions"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/16275164-how-to-make-product-led-content-interesting-and-helpful"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/16275164-how-to-make-product-led-content-interesting-and-helpful"}},{"number":1,"slug":"1-run-content-dry","title":"How to run your content dry","url":"https://www.getmasset.com/resources/podcast/1-run-content-dry","datePublished":"2023-09-11","duration":"PT16M","guest":{"name":"Jeremy McLerran","title":"Founder, 1111 Consulting"},"summary":"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.","categories":["Content Strategy","Content Distribution","Video Marketing"],"topics":["Why marketers create too much new content too quickly","Adapting one strong asset across YouTube, social, email, and web","The three-to-four touch rule for content engagement","Using channel analytics to decide when content is worn out","Why clear and varied calls to action improve content ROI"],"hasTranscript":true,"image":"https://www.getmasset.com/images/content-amplified/Content%20Amplified%20Podcast%20Cover%20Art.jpg","listen":{"urls":["https://podcasts.apple.com/us/podcast/content-amplified/id1706906416","https://open.spotify.com/show/1A6HbRusgWmfayfy9sgWyc?si=6ff5c439b33e4447","https://www.buzzsprout.com/2433510/episodes/16275165-how-to-run-your-content-dry"],"buzzsprout":"https://www.buzzsprout.com/2433510/episodes/16275165-how-to-run-your-content-dry"}}]}