Mike Leonhard, Compose.ly’s Co-Founder and CEO, joins Nicole to discuss the evolving landscape of digital marketing. Mike explains why no channel is truly dead, how AI is lowering the barrier to omnichannel execution, and why curiosity and experimentation matter more than any single tactic. 

Nicole and Mike  discuss how AI tools are democratizing sophisticated strategies, enhancing content quality, trust, and reputation. They explore AI's impact on SEO, the importance of a holistic campaign approach, and how mindset can determine a team's success or failure.

In this episode, you’ll learn:

• How to think about “dead” channels (ex. email) through the lens of evolution instead of abandonment
• How AI and new tools are unlocking true omnichannel marketing and why strong content and clear positioning still sit at the core
• Why your team’s curiosity and willingness to experiment will make or break your 2026 marketing strategy

Things to listen for

(00:00) Introduction

(00:58) Current marketing trends and predictions

(01:46) The evolution of marketing channels

(03:47) Omnichannel marketing strategies and AI tools

(05:21) The role of AI in marketing and automation

(08:55) Personalization, customer segmentation, and AI

(11:11) SEO, reputation management, and digital PR

(19:02) Challenges and risks in marketing: adapting to change

(28:21) Embracing change in marketing

Resources:

• Connect with Mike: https://www.linkedin.com/in/michael-leonhard/ 
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://www.apollo.io/ 

Imelda Wistey, Content Editor at Compound Content Studio, joins Nicole to break down the real work behind producing founder-led content that feels human and not manufactured. She explains why the magic starts with deep conversation and how to pull out the stories, quirks, and insights founders don’t even realize they’re carrying. Imelda shares how she captures a founder’s authentic voice, why overthinking slows the process, and how AI can support (but never replace) the nuance needed to make founder content resonate. 

In this episode, you’ll learn:

• How to run content interviews that uncover real stories, strong takes, and the founder’s natural cadence
• Why capturing a founder’s voice is part psychology, pattern-recognition, and continuous refinement
• Practical ways to streamline founder-led content using AI for efficiency while keeping the execution distinctly human-led

Things to listen for:

(00:00) Introduction

(01:32) Imelda’s journey into content marketing

(04:06) Imelda’s career transition to founder-led content

(06:36) The key elements of effective founder-led content

(11:18) How to capture the founder's voice

(14:14) The role of AI in content creation

(17:20) Challenges and misconceptions in founder-led content

(24:46) Advice for aspiring content writers

Resources:

• Connect with Imelda: https://www.linkedin.com/in/imelda-wistey/
• Learn more about Content Compound Studio: https://www.linkedin.com/company/compoundcontent/
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://www.apollo.io/ 

Collin Belt, VP of Growth at Veza Digital and Founder of Belt Creative (acquired), joins Nicole to share how he’s helping agencies stay nimble in a market where SEO is shifting and AI is changing how teams work.

He unpacks what “nimbleness at scale” really means, how accessibility, SEO, and AI can work together to drive better results, and why clarity from clients leads to stronger creative partnerships. Collin also shares how AI can act as an operating system for growth, not just a tool for faster content.

In this episode, you’ll learn:

• How to keep “nimbleness” when work moves from one-person sprints to multi-team processes
• Where AI truly helps (meeting capture, synthesis, second-brain workflows) vs. where human craft still wins (original, useful content)
• Why accessibility boosts SEO and AI visibility, and how to prioritize it without killing creative polish

Things to listen for:

(00:00) Intro

(01:29) Collin's entrepreneurial journey

(04:43) Transitioning to a corporate role

(07:19) Challenges of scaling a business

(09:36) The impact of AI on marketing

(11:02) Defining good content

(12:43) Client challenges in a fast-paced market

(14:50) Leveraging AI for efficiency

(17:22) Shifts in marketing team structures

(18:16) The role of agencies in modern marketing

(19:29) Building your dream team: in-house vs. agency

(20:55) Key considerations when choosing an agency

(25:56) The impact of AI tools on content creation

(29:10) The importance of accessibility in web design

(35:15) The future of quality content in the age of AI

Resources:

• Connect with Collin: https://www.linkedin.com/in/collinbelt/
• Learn more about Veza Digital: https://www.vezadigital.com/
• Learn more about Belt Creative: https://www.beltcreative.com/ 
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/

Taylor Cote, Senior Director of Marketing at AngelQ, joins Nicole to discuss the mission behind building technology that protects children online. 

She shares how AngelQ is creating a safer, more intentional digital experience for kids, balancing the benefits of connection with the need for healthy boundaries. Taylor also opens up about the challenges of marketing a mission-driven product to parents, staying authentic in the age of AI content, and why trust is at the center of everything her team creates.

In this episode, you’ll learn:

• How to build trust when marketing to parents in a sensitive space
• Why authenticity matters more than ever in AI-generated content
• The role of guardrails in designing ethical technology for children

Things to listen for:

(00:00) Intro

(01:35) Challenges in the kid gaming space

(02:03) The mission behind AngelQ

(06:29) Balancing technology and safety for kids

(07:16) Marketing to parents: strategies and challenges

(22:12) The role of AI in marketing and operations

(30:09) Future plans and exciting developments

Resources:

• Connect with Taylor: https://www.linkedin.com/in/taylorjohnston/
• Learn more about AngelQ: https://angelq.ai
• Check out Gumloop: https://www.gumloop.com/
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• Get 60 days FREE when you use the code ‘Composely60’ https://compose.ly/content-matters 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/

Nicole MacLean, host of Content Matters, flips the script for this special anniversary episode as she reflects on the first year of conversations, lessons, and favorite moments. Joined by Kaylee Peterson, Director of SEO at Compose.ly, Nicole shares why so many standout marketers come from journalism backgrounds, how proprietary data creates a powerful brand story, and why editing is becoming the most valuable skill in an AI-driven world. She also talks about the importance of authentic relationships, repurposing content with purpose, and why marketers who focus on strategy, not shortcuts, will continue to thrive.

In this episode, you’ll learn:

• What one year of conversations revealed about journalism’s lasting influence on marketing
• Why proprietary data and brand storytelling are essential in the age of AI search
• How editing and human judgment keep marketers invaluable as AI evolves

Things to listen for:

(00:00) Intro

(00:46) Celebrating one year of Content Matters

(01:11) Flipping the script: Nicole gets interviewed

(02:50) Memorable moments and lessons learned

(05:57) The importance of journalism in marketing

(07:20) Personal stories and influences

(13:44) The role of data and AI in marketing

(17:37) The future of marketing with AI

(31:49) Encouragement for marketers

(33:53) Looking ahead: what's next for Content Matters

Resources:

• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• Connect with Kaylee: https://www.linkedin.com/in/kp3t3z/
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/

Alexandra Gillespie, Editorial Writing Manager at Wellhub and former editor at Scuba Diving Magazine, joins Nicole to share how lessons from diving, like “plan the dive, dive the plan” apply to building marketing strategies that hold steady amid shifting trends. She explains how her journalism background shapes a people-first approach to storytelling, why strong SEO fundamentals still power success in Generative Engine Optimization (GEO), and how her team uses AI to work smarter without sacrificing strategy.

In this episode, you’ll learn:

• How diving discipline can help marketers stay focused in a fast-changing landscape
• Why strong SEO is the foundation for winning in AI-driven GEO
• Practical ways to use AI for efficiency while keeping strategy human-led

Things to listen for:

(00:00) Intro

(01:20) Alexandra's journey from journalism to marketing

(02:26) The value of a journalism background in marketing

(04:01) Lessons from scuba diving applied to marketing

(05:46) The importance of a holistic marketing strategy

(11:00) Aligning content for AI and GEO

(20:25) Leveraging AI tools in content marketing

(28:30) The role of proprietary research in marketing

(33:43) Embracing AI without letting it lead you

Resources:

• Connect with Alexandra: https://www.linkedin.com/in/alexandra-gillespie/ 
• Alexandra’s official website: https://www.alexandra-gillespie.com/ 
• Learn more about Wellhub: https://wellhub.com/ 
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://www.apollo.io/

Drew English, CEO of Charter & Co and Forge Virtual Studios, joins Nicole to share why framing and storytelling—not just raw output—are what make video unforgettable. He breaks down how brands can use AI without losing the human touch, the three buckets of video content every marketing strategy needs, and why swinging big on brand is the smartest move in a performance-obsessed world.

In this episode, you’ll learn:

• Why framing is the secret ingredient that AI alone can’t deliver
• How to decide where AI fits into your video workflow without damaging trust
• The three video content “buckets” and how to use each for maximum impact

Things to listen for:

(00:00) Intro

(02:40) Ethics of editing with AI in video

(05:30) Where AI fits in video marketing

(06:48) Three buckets of video strategy explained

(10:08) Why AI fails in high-impact content

(11:57) Digital twins as risk to credibility

(16:54) Why video matters in modern marketing

(19:38) Using data to guide video strategy

(32:21) Balancing brand-building and performance marketing

Resources:

• Connect with Drew: https://www.linkedin.com/in/drew-english/ 
• Learn more about Charter and Company: https://charterandcompany.com 
• Learn more about Forge Virtual Studios: https://forgevirtualstudios.com/
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://www.apollo.io/ 

Miki Palet, founder of Tailride, joins Nicole for a live case study in what happens when AI-driven content goes too far, too fast. After three months of growth, Tailride’s traffic collapsed with a Google penalty. Miki shares the hard lessons learned, the balance between humans and AI in content creation, and why transparency with customers has become one of Tailride’s greatest assets.

In this episode, you’ll learn:

• How scaling AI content too quickly can trigger an SEO collapse on a new domain
• Why human oversight still matters when building authority and trust in search
• What startups can do to rebuild and future-proof their SEO strategies

Things to listen for:

(00:00) Intro

(01:02) The LinkedIn post that started it all

(01:36) Initial success with AI in SEO

(02:19) Facing the Google penalty

(03:23) Troubleshooting the issue

(07:02) Scaling AI-driven content cautiously

(11:28) Balancing AI and human input

(18:12) Transparency and authenticity in business

(25:58) Mastering marketing with AI

(27:13) The aftermath of the viral LinkedIn post

Resources:

• Connect with Miki: https://www.linkedin.com/in/miquelpalet/ 
• Learn more about Tailride: https://tailride.so 
• Check out Miki’s blog post “We Got Hit by a Google Penalty After Publishing 22,000 AI Pages. Here's What Happened” here: https://tailride.so/blog/google-penalty-22000-ai-pages 
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/contentmatters 

Chris Raulf, international AI SEO expert and founder of Boulder SEO Marketing, joins Nicole to explore how search behavior, SEO methodology, and content creation are evolving fast, and what marketers need to do to stay ahead. He shares how AI has shifted both the tools and expectations in SEO, how his team developed their own AI agent to automate workflows, and why content quality still reigns supreme in a zero-click search landscape.

In this episode, you’ll learn:

• Why understanding buyer behavior is essential in the age of long-tail AI queries
• How to leverage AI agents to streamline content creation without losing quality
• What marketers must do now to stay competitive as SEO and AI converge

Things to listen for:

(00:00) Intro

(01:36) The evolution of SEO

(02:11) Generative Engine Optimization (GEO)

(06:29) Content creation and audience connection

(08:25) The role of long-tail keywords

(13:19) Google's market share and AI integration

(18:56) AI tools and job automation

(21:24) Building AI workflows

(28:41) How to navigate the changing landscape

Resources:

• Connect with Chris: https://www.linkedin.com/in/chrisraulf/
• Chris’s official website: https://chrisraulf.com 
• Learn more about Boulder SEO Marketing: https://boulderseomarketing.com
• Boulder SEO Marketing’s AI SEO Training Course: https://boulderseomarketing.com/seo-training-course/ 
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://www.apollo.io/ 

Cristina Huré, Sr. Communications & Content Marketing Manager at ContactMonkey, joins Nicole to discuss the evolving expectations for today’s content leaders. From her roots in journalism and PR to navigating sales enablement and product marketing, Cristina shares how she’s adapting her strategy for a world where every channel and every touchpoint matters. Cristina also explores how AI is helping her extract customer insights at scale, why digital PR is having a resurgence, and how internal communications can learn from external marketing best practices to drive real engagement.

In this episode, you’ll learn:

• How to apply digital PR and reputation strategy in an AI-influenced content world
• What internal comms teams can borrow from modern marketing playbooks
• How to turn customer call data into smarter, more strategic content decisions

Things to listen for:

(00:00) Intro

(02:46) Editorial vs. content marketing

(03:58) The role of data in content marketing

(05:13) The resurgence of digital PR

(11:57) Content strategy at ContactMonkey

(20:27) Direct mail campaigns in a digital world

(24:40) Embracing AI in marketing

(35:28) Advice for marketers

Resources:

• Connect with Cristina: https://www.linkedin.com/in/cristinahure/ 
• Learn more about ContactMonkey: https://www.contactmonkey.com/ 
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/  

Kaylee Peterson, Director of SEO at Compose.ly, joins Nicole to talk about the evolving landscape of AI search and content strategy. They discuss how Google’s increasing reliance on AI is changing the game for SEO and content creators, and how brands can adapt to stay visible in an AI-first world. Kaylee shares insights on leveraging AI tools, understanding the shifting dynamics of organic traffic, and the importance of building brand authority to thrive in the new search era.

In this episode, you’ll learn:

• How AI search is influencing SEO and content visibility
• Why brand authority and thought leadership matter more than ever
• What strategies can help you future-proof your SEO efforts in the AI-driven world

Things to listen for:

(00:00) Intro

(02:55) Current state of AI in Google search

(04:59) How AI is impacting SEO

(08:39) Understanding LLMs and content strategy

(12:55) Effective tracking and reporting techniques

(18:43) Adapting marketing strategies for AI

(25:01) Future-proofing SEO and content creation

(30:57) How to navigate the future of content and AI

Resources:

• Connect with Kaylee: https://www.linkedin.com/in/kp3t3z/
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/  

Kyle Whigham, SEO Manager at Luxury Presence, joins Nicole to explore the evolving world of content strategy and search. He shares how his journey from entry-level link builder to SEO leader taught him the value of alignment, integrity, and thoughtful execution. Kyle breaks down the rising importance of expert-driven, localized content and how AI-assisted workflows can either help, or hurt, depending on your approach. 

In this episode, you’ll learn:

• How to build AI-assisted content that actually performs in search
• Why local authority and niche expertise are the future of SEO
• What separates sustainable SEO strategies from outdated quick wins

Things to listen for:

(00:00) Intro

(01:23) Kyle's journey into SEO

(03:53) Transitioning between management and an IC role

(07:06) The philosophy of work and content quality

(15:41) Leveraging AI in content production

(17:57) AI's impact on SEO and search behavior

(20:43) Strategies for effective content and SEO

(28:08) Renewed importance of quality content

Resources:

• Connect with Kyle: https://www.linkedin.com/in/kyle-whigham-b7894269/ 
• Learn more about Luxury Presence: https://www.luxurypresence.com 
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/  

Sheri Otto, Founder and CEO of Growth Lane Strategies, joins Nicole to share her nonlinear path—from HubSpot to launching her own boutique firm. She talks about balancing motherhood, marketing, and momentum along the way. In this conversation, Sheri breaks down how behavioral science, neural coupling, and her love of templates drive demand gen. She also explains why storytelling might just be your most powerful sales tool.

In this episode, you’ll learn:

• Storytelling as Strategy: How to create emotional buy-in with neural coupling
• Behavioral Science in Action: Simple psychology tools to drive conversions
• Turning the Page: How to embrace your past roles without being defined by them

Things to listen for:

(00:00) Intro

(01:28) Balancing multiple roles and context switching

(03:09) The importance of templates and AI in high-performance roles

(05:09) Embracing your story and personality types

(16:47) Navigating corporate politics and differentiating yourself

(20:18) Transition to meaningful work

(20:52) Understanding company needs

(22:01) Tech stack insights

(22:46) Behavioral science in marketing

(29:27) The power of storytelling

Resources:

• Connect with Sheri: https://www.linkedin.com/in/sheriotto/ 
• Learn more about Growth Lane Strategies: https://www.growthlanestrategies.com 
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://apollo.io

Amanda Salem, director of content marketing at Constant Contact, joins the show to share her journey from storytelling roots to leading a digital marketing evolution for small businesses. With deep expertise in email, automation, and AI tools, Amanda offers a clear view on how marketers can balance SEO demands with authentic customer connection—and why understanding psychographics is the secret to meaningful messaging.

In this episode, you’ll learn:

• Customer-first messaging: How to put yourself in your audience’s shoes to create connection
• AI as a helper: Why automation supports content creation but can’t replace knowing your customer
• Beyond demographics: Using psychographics to build meaningful, targeted marketing strategies

Things to listen for:

(00:00) Welcome to the show
(02:41) Journey into content marketing

(06:36) The role of AI in content marketing

(12:28) Understanding your audience

(21:15) Understanding customer decisions
(23:17) Tech stack insights

(25:51) Balancing SEO with authentic, helpful content for customers

(36:21) Final advice on building customer relationships through learning

Resources:

• Connect with Amanda: https://www.linkedin.com/in/mandasalem/
• Learn more about Constant Contact: https://www.constantcontact.com/
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Learn more about our sponsor, Apollo, here: https://apollo.io

Stephanie Yoder, Director of Content at Rebrandly, joins the show to unpack her transition from agency life to leading in-house strategy—and why that shift gave her a whole new lens on collaboration, content creation, and career longevity. With two decades in the game, Stephanie brings a rare combination of deep empathy and sharp execution, sharing how solo travel, ghostwriting, and global teams have shaped her approach to content.

In this episode, you’ll learn:

• From Chaos to Clarity: How to work with stakeholders without diluting your message
• AI with Integrity: The guidelines that keep automation from sabotaging content quality
• Empathy as a Differentiator: Writing for marketers without losing authenticity

Things to listen for:
(00:00) Welcome to the show
(01:09) Stephanie's journey into content marketing
(04:07) Transition from agency to in-house
(05:14) Challenges of content marketing
(13:40) Empathy in content marketing
(17:44) AI and content strategy
(27:18) Aligning organizational goals

Resources:
Connect with Stephanie: https://www.linkedin.com/in/stephanie-yoder/
Learn more about Rebrandly: https://www.rebrandly.com 
Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
More from Compose.ly: https://compose.ly/content-matters
Produced in partnership with Share Your Genius: https://shareyourgenius.com/
Learn more about our sponsor, Apollo, here: https://apollo.io

Paola Marino, Digital Marketing Manager at Virtual Intelligence Briefing (ViB), joins the show to unpack what it’s really like to market in a lean, high-velocity B2B environment. From running a social agency in Mexico to building full-funnel strategies in the U.S., she shares how her career pivots shaped the way she approaches experimentation, content repurposing, and brand storytelling in today’s crowded market.

In this episode, you’ll learn:

• Content in the Chaos: Why marketers can’t afford to “opt out” of any channels
• ABM for Small Teams: How AI helps scale personalized messaging
• Experimentation as a Mindset: Running tests when there’s no time to slow down

Things to listen for:
(00:00) Welcome to the show
(02:21) Career transition and challenges
(07:08) Social media in digital Marketing
(09:28) The importance of multi-channel strategies
(10:58) Adapting to AI and generative tools
(15:53) The future of ABM and personalization
(17:51) The nature of experimentation in marketing
(19:34) Balancing tactical and strategic thinking
(22:36) Challenges of self-evaluation in marketing
(25:15) The role of AI in marketing data analysis
(27:12) Programmatic advertising and its impact
(31:00) Leadership: More than just a title

Resources:
Connect with Paola: https://www.linkedin.com/in/paola-marino/
Learn more about Virtual Intelligence Briefing (VIB): https://vib.tech/
Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
More from Compose.ly: https://compose.ly/content-matters
Produced in partnership with Share Your Genius: https://shareyourgenius.com/
Learn more about our sponsor, Clutch, here: https://clutch.co/

Myles Carter, Senior Director of Content Marketing at Trolley, joins the show to talk about the real skills marketers need today: blending art and revenue strategy. He shares how his storytelling roots shaped his marketing career, why building trust is the key to standing out in a crowded market, and why marketers who deeply understand business fundamentals will be the ones who thrive.

In this episode, you’ll learn:

• The Business-Creativity Balance: Why marketers must master both
• Standing Out in a Crowded Market: How trust and expertise cut through the noise
• Content That Drives Revenue: Building strategies tied directly to business outcomes

Things to listen for:

(00:00) Welcome to the show

(00:00) Myles Carter and his journey to Trolley

(01:50) The blend of creativity and business in modern marketing

(05:23) How vertical-specific messaging impacts GTM strategy

(09:40) Making a strong business case for marketing investments

(13:19) Building organizational intuition and revenue-focused content

(15:36) Why AI can’t replace foundational marketing skills

(18:22) Storytelling, coaching, and career pivots

(23:35) Lessons from content fatigue and information overload

(37:49) Trust as a differentiator in brand marketing

(41:05) Picking the right marketing channels for focus and impact

Resources:

• Connect with Myles: https://www.linkedin.com/in/mylesdcarter/
• Learn more about Trolley: https://trolley.com/
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Learn more about our sponsor, Apollo, here: https://apollo.io

Kaylee Peterson, Director of SEO at Compose.ly, returns to the show with a soapbox moment about the realities of working with SEO agencies, what clients should expect from partners, and why education and transparency matter more than ever. We’re also joined by Adam Robles, co-founder of Reach Agency, to talk about community building, client trust, and how to guide audiences from awareness to advocacy, especially when budgets are tight and expectations are high.

In this episode, you’ll learn:

• The Community Equation: What separates performative from powerful community-building
• SEO Accountability: How to spot red flags — and what true collaboration should look like
• Content That Converts: Why understanding the full customer journey is the new marketing baseline

Things to listen for:

(00:00) Welcome to the show

(00:56) Kaylee discusses SEO agency challenges

(02:41) The importance of educational SEO partners

(07:04) Adam Robles introduces Reach Agency

(10:35) Balancing structure with creativity in marketing

(12:43) Developing and engaging an online community

(16:04) Addressing client objections to community interaction

(17:38) Transition from sales to agency life

(19:38) Common faux pas in community development

(21:02) Using Reddit for B2B community building

(23:17)  Navigating social media challenge

(24:44) Fitting social ads into the customer journey

(31:04)  The importance of customer journey ownership

(38:36) Friends Matter: UserEvidence’s 2025 CMA Technology Landscape Report

Resources:

• Connect with Adam: https://linkedin.com/in/adamrrobles/ 
• Learn more about Reach Agency: https://reachagency.ca/ 
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friends Matter Story: compose.ly/friends-matter
• And from this episode, shoutout to our friends at UserEvidence for launching the 2025 CMA Technology Landscape Report: https://userevidence.com/2025-customer-marketing-tech-landscape-report/
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/ 

Ana Osuna, Content Partnership Specialist at Compose.ly, discusses LinkedIn’s ban on Apollo and Seamless.ai and its impact on outbound sales. She and host Nicole MacLean explore data ownership and the importance of brand-building in a shifting digital landscape. We’re also joined by Matt Lyman, a marketing leader with over 20 years of experience, who shares how his background—from theater to collections to marketing ops—shaped his approach to leadership. He unpacks the evolving role of marketing leaders, the balance between strategy and execution, and why the best marketers understand both operations and creativity.

In this episode, you’ll learn:

• Marketing Leadership Evolution: How the role has shifted from specialization to generalization
• Hiring for Ability, Not Just Experience: Why problem-solving matters more than specific tools
• Content-Led Growth: How emotional connection and storytelling fuel marketing success

Things to listen for:
(00:00) Welcome to the show
(00:59) LinkedIn bans Apollo & Seamless.AI
(02:22) Impact on sales and marketing tools
(06:00) From theater to marketing leader
(12:36) The importance of certifications
(18:36) Generational marketing insights
(21:44) Newsletter and cute projects
(22:13) The otter mascot story
(22:57) Duolingo's owl and marketing strategies
(24:49) The evolution of marketing roles
(27:56) The importance of generalist skills
(41:05) Hiring for abilities, not skills
(43:58) Friends Matter with 321 for 3:21 by R.I.D.E 4 ALL

Resources:

• Connect with Matt: https://www.linkedin.com/in/mattlyman/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friends Matter Story: compose.ly/friends-matter 
• And from this episode, shoutout to 321 for 3:21 by R.I.D.E 4 ALL, which Matt serves as the chair of: https://ride4all.org/321for321
• The Day Of Play 2025 by R.I.D.E 4 ALL: https://ride4all.org/day-of-play 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/ 

Mike Leonhard, Founder & CEO of Compose.ly, shares his perspective as a C-suite buyer on why data matters in marketing and how companies can use it to build trust and close more deals. We’re also joined by Jillian Hoefer, Senior Content Marketing Manager at UserEvidence, known for her Dumpster Fire campaign. Jillian explores the challenges of balancing storytelling with hard numbers, the rise of founder-led content, why not every executive should be a thought leader, and how marketing teams can help employees create and share content that feels real and useful.

In this episode, you’ll learn:

• Data-Driven Storytelling – How to use metrics in a way that resonates with buyers.
• Founder-Led Content Myths – Why personality and perspective matter more than a job title.
• Internal Enablement for Content Success – How marketing teams can empower employees to share content that feels authentic.

Things to listen for:

(00:00) Welcome to the show  

(01:05) The importance of data in marketing and sales  

(06:31) Coaching marketers on using data effectively  

(08:13) Jillian Hoefer and the 'Dumpster Fire' campaign  

(11:35) Creating impactful marketing content without big budgets  

(16:12) The role of thought leadership and founder-led content  

(18:59) Finding the right content format for leadership voices  

(24:35) How content marketers earn a seat at the table  

(27:24) Using original research to create valuable content  

(30:56) Enabling internal teams to distribute content effectively  

(34:53) Focusing on the problem vs. selling the solution  

(38:12) Using ChatGPT to personalize LinkedIn content  

(48:04) Friends Matter with Capitalize

Resources:

• Connect with Jillian: https://www.linkedin.com/in/jillianmacnulty/
• Learn more about UserEvidence: https://www.userevidence.com
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Composely: https://compose.ly/content-matters
• Submit Your Own Friends Matter Story: compose.ly/friends-matter 
• And from this episode, shoutout to our friends at Capitalize: https://www.hicapitalize.com
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Learn more about our sponsor, Apollo, here: https://apollo.io

Ashley Strosnider, Head of Editorial at Compose.ly, explores the evolving role of editors in content marketing. She explains the fine line between editing and rewriting, the importance of trust in content workflows, and how AI is reshaping the editorial process. We’re also joined by James Furbush, VP of Marketing at AccessOne, to share how his team uses content-led growth to navigate long sales cycles and engage buyers effectively. He talks about why featuring buyers in content builds credibility, how podcasts and social media expand brand reach, and why positioning your brand among the top three choices is critical for sales success.

In this episode, you’ll learn:

• Content-Led Sales Strategy: How content nurtures prospects in long B2B sales cycles
• Podcasting for Brand Awareness: How James built a guest pipeline and used partnerships to grow reach
• Sales and Marketing Alignment: Why brand familiarity makes sales outreach more effective

Things to listen for:

(00:00) Welcome to the show

(01:17) Understanding writing and editing

(02:50) The role of content editors

(04:34) When to ed vs. rewrite

(06:30) Tips for marketers on working with editors

(07:47) Building trust and setting content goals

(11:18) AccessOne's mission and approach

(14:28) Content strategy in healthcare marketing

(15:40) Why content is critical for long sales cycles

(17:30) Building relationships at scale through content

(18:56) Using podcasts as a part of your marketing strategy

(26:03) Leveraging partnerships to grow a podcast

(32:30) Scrappy marketing tactics that actually work

(34:19) Friends Matter with Lauren Joskowitz, Editorial Director of MyFitnessPal and host of ‘The Clean Body Podcast’

Resources:

• Connect with James: https://www.linkedin.com/in/jamesfurbush/
• Learn more about AccessOne: https://accessonepay.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friends Matter Story: compose.ly/friends-matter 
• And from this episode, shoutout to our friend Lauren Joskowitz, Editorial Director at MyFitnessPal and host of The Clean Body Podcast: https://blog.myfitnesspal.com/author/lauren-joskowitz/
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Learn more about our sponsor, Clutch, here: https://clutch.co/ 

Kaylee Peterson, Director of SEO at Compose.ly, opens the episode by addressing the growing shift from traditional SEO to Answer Engine Optimization (AEO). She explains how AI-driven tools like ChatGPT and Bard are reshaping search behavior and shares strategies for creating modular, user-friendly content that works for both humans and bots. We’re also joined by Will Sigsworth, Head of SEO at Pipedrive, to demystify how AI, AEO and technical SEO are shaping the future of content marketing. He explains how marketers can optimize for emerging search behaviors without abandoning tried-and-true SEO principles.

In this episode, you’ll learn:

• Answer Engine Optimization: How AI is transforming search and what marketers need to know
• Content and SEO Collaboration: Why combining SEO fundamentals with creativity delivers better results
• Technical SEO Foundations: How technical SEO paves the way for ranking and audience engagement

Things to listen for:
(00:00) Welcome to the show

(01:52) Debunking the 'SEO is Dead' myth

(02:31) Understanding AEO and its impact

(07:21) Creating scannable and modular content

(08:50) Will Sigsworth, Head of SEO at Pipedrive

(11:50) Balancing content and SEO strategies

(19:24) The importance of EEAT in SEO

(21:44) Consistency in content creation

(23:50) Kickstarting content marketing and SEO from scratch

(24:35) Optimizing existing successes for better results

(26:41) The importance of holistic SEO strategies

(29:56) Navigating the competitive CRM market

(33:08) Reddit's role in modern SEO

(38:13) The vital role of technical SEO

(43:40) Friends Matter with Ian Binek and Nick Fraunfelder, hosts of ‘The Growth Asylum'

Resources:

• Connect with Will: https://www.linkedin.com/in/william-sigsworth/
• Learn more about Pipedrive: https://www.pipedrive.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Composely: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: compose.ly/friends-matter 
• And from this episode, shoutout to our friends, Ian Binek and Nick Fraunfelder, Hosts at The Growth Asylum: https://www.youtube.com/playlist?list=PLlKV5iCD13cFZxf3gVEUQy-P8Z1YgWFNW
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/ 

We’re once again joined by Franny Harold, Content Creator at Compose.ly, who gives tips for staying consistent with social media strategies and how to avoid burnout when managing content creation. We’re also joined by Ornella Sinigaglia, Marketing Director at PressReader, who breaks down the art of storytelling in B2B marketing and the challenge of balancing multiple audiences. Ornella shares how PressReader’s brand refresh focused on building emotional connections while maintaining business impact, revealing why storytelling is the heartbeat of effective marketing.

If you’re looking to create content that resonates deeply with diverse audiences, this conversation is for you.

In this episode, you’ll learn:

• The Power of Storytelling: How emotional connections drive success in B2B marketing
• Navigating Dual Audiences: Ornella’s insights on balancing B2B and B2C strategies
• Building Content That Matters: Why content is queen and the foundation of impactful marketing

Things to listen for:

(00:00) Welcome to the Show

(01:14) Advice on sustainable social media strategies

(04:17) Consistency and avoiding burnout on social media

(08:00) Introducing Ornella Sinigaglia of PressReader

(14:39) Content Creation Difference Between a B2B and B2C Audience

(17:48) How SEO and Storytelling Shape Content Strategy

(25:05) Marketing as the Heartbeat of an Organization

(35:38) Final Advice for Marketers: Stay Curious and Thorough

(36:59) Friends Matter: Celebrating Chris Bastow from Industrious

Resources:

• Connect with Ornella Sinigaglia: https://www.linkedin.com/in/ornellasinigaglia/ 
• Learn more about PressReader: https://about.pressreader.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Composely: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: compose.ly/friends-matter 
• And from this episode, shoutout to our friend, Chris Baszto, Head of Marketing at Industrious:  https://www.industriousoffice.com
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/ 

Tune in to hear the valuable content that didn’t make the final cut. 

In this episode, you’ll learn how to:

• Build Better Content Briefs: Share clear, unique insights to help writers and AI deliver content that drives results.
• Turn Feedback into Progress: Improv techniques can help you give and receive constructive criticism that strengthens your work.
• Align Teams: Set goals that balance oversight and autonomy to keep everyone focused on driving impact.

Things to listen for:

(00:00) Introduction

(00:22) Creating a Great Brief with Ashley Strosnider

(04:04) Using Improv Comedy for Better Feedback with Franny Harold

(09:32) Strengthening Sales and Marketing Partnerships with Ana Osuna

(10:19) Setting and Reporting Goals with Mike Leonhard

(13:28) Wrapping up

Resources:

• Connect with Ashley Strosnider: https://www.linkedin.com/in/ashley-strosnider/  
• Connect with Franny Harold: https://www.linkedin.com/in/frannyharold/  
• Connect with Ana Osuna:https://www.linkedin.com/in/ana-osuna-57487a17b/  
• Connect with Michael Leonhard: https://www.linkedin.com/in/michael-leonhard/ 
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Could it be that your content strategy is missing its most important stakeholder? 

We’re joined by Ana Osuna, Senior Outbound BDR at Compose.ly, who shares how she transforms outreach into authentic relationship-building by focusing on the humans behind the data. We’re also joined by Robyn Showers, Director of Content at Apollo, who discusses how to create content that doesn’t just rank, but resonates. Robyn highlights the importance of advocating for your audience, finding the balance between creativity and business goals, and the role of content in driving authentic, impactful connections.

In this episode, you’ll learn:

• Finding Opportunity in Chaos: Why navigating uncertainty can spark creativity and innovation
• SEO Evolution: How creating user-focused content aligns with search engines’ shifting priorities
• Advocating for the Audience: Learn why understanding your audience is essential for creating impactful and memorable content.

Things to listen for:

(00:00) Welcome to the Show

(01:21) Making LinkedIn a Human-Centered Platform

(06:52) Meet Apollo’s Director of Content, Robyn Showers

(12:50) Avoiding the Pitfalls of a Service-Oriented Content Team

(13:41) Advocating for the Audience in Content Creation

(14:50) Balancing Google’s Needs with Audience-Centric Content

(21:17) How Education-Driven Content Builds Competitive Advantage

(28:16) Why Marketing Narratives Need a Villain

(31:26) Using AI to Navigate Chaos and Find Opportunities

(39:14) Encouragement for Marketers Navigating Rapid Change

(41:21) Friends Matter with Beth Wanner, Founder & CEO of Mother Cover

Resources:

• Connect with Robyn Showers: https://www.linkedin.com/in/robynshowers/ 
• Learn more about Apollo: https://www.apollo.io/ 
• Check out Outbound Sales: https://www.amazon.com/Outbound-Sales-data-backed-playbook-calling/dp/B0DJ3LDFH1/ref=asc_df_B0DJ3LDFH1?mcid=49cc5ff4023633dda7bb30e1580d1d6d&tag=hyprod-20&linkCode=df0&hvadid=712502180622&hvpos=&hvnetw=g&hvrand=14229355947993953033&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9014705&hvtargid=pla-2369858747464&psc=1
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter 
• And from this episode, shoutout to our friend, Beth Wanner, Founder & CEO of Mother Cover: https://mothercoveragency.com/ 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/ 

We’re joined by Franny Harold, Content Creator at Compose.ly, who shares her unique journey from comedy and social media into the world of content marketing, highlighting how her eclectic background brings a fresh perspective to her work. We’re also joined by Samantha Lopez, Digital Channels Manager at Expedia Group, who explores the idea of a “portfolio career” and shares her approach to embracing flexibility and new challenges. Samantha reveals why stepping off the traditional career ladder can lead to more fulfilling and innovative work experiences. 

If you’re curious about breaking free from a linear career path, you won’t want to miss this conversation.

In this episode, you’ll learn:

• The Portfolio Career Path: How diverse skills and experiences bring value to your career
• Embracing Flexibility: Why breaking away from a linear career path can lead to new growth opportunities
• Building Resilience in Times of Change: Samantha’s approach to adapting through listening and compassion

Things to listen for:

(00:00) Welcome to the Show

(02:33) Is a Career Path Always Linear?

(03:41) Franny’s Journey from Comedy to Content Creation

(08:06) The Role of Improvisation in Marketing

(10:37) Introducing Samantha Lopez, Digital Channels Manager at Expedia Group

(11:12) Understanding the Concept of a Portfolio Career

(16:05) The Shift to Media-First Marketing in B2B

(24:04) How AI is Shaping Marketing Strategies

(24:10) How To Use Automation And AI Thoughtfully

(32:50) Navigating Media And Marketing Trends With Samantha

(35:50) Building Resilience Through Compassion And Adaptability

(36:24) The Importance Of Flexibility In Career Growth

(36:24) Managing A Two-Sided Marketplace At Expedia Group

(40:55) How To Make Different Platforms Work For You

(43:22) Advice For Marketers Exploring Media-First Content Strategies

(45:35) Friends Matter With Our Friend Ben Brown, VP Of Marketing At Fairmarkit

Resources:

• Connect with Samantha Lopez: https://www.linkedin.com/in/samantharlopez/
• Learn more about Expedia Group https://expediagroup.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter 
• And from this episode, shoutout to our friend, Ben Brown, VP of Marketing at Fairmarkit: https://www.fairmarkit.com/ 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Learn more about our sponsor, Clutch, here: https://clutch.co/ 

In this episode, Mike Leonhard, CEO of Compose.ly, sits down with us once again to explore the art of aligning marketing goals with company objectives and creating an impact that resonates across the organization. We’re also joined by Jeannie Ruesch, Head of Content at Ninety.io, to discuss how the Ninety Rocks tool transforms goal-setting by focusing on high-impact priorities that align teams and drive meaningful results. She shares her approach to bridging the language gap in goal-setting frameworks, allowing teams to adopt processes that enhance clarity and foster collaboration across departments. 

If you’re ready to rethink goal-setting and make a lasting impact, you won’t want to miss this conversation.

In this episode, you’ll learn:

• Goal-Setting with Purpose: How to identify goals that align with company vision and produce measurable impact
• Effective Team Alignment: Strategies for bridging communication gaps and setting clear priorities across departments
• Adapting Frameworks for Success: Why the Ninety Rocks tool supports sustainable growth and productivity

Things to listen for:

(0:00) Welcome to the Show

(2:49) The Art and Science of Goal Setting in Marketing

(6:30) Aligning Goals with Company Vision and Driving Measurable Impact

(10:05) Balancing Specificity and Flexibility in Goal Creation

(13:04) Mike’s Perspective on Management and Building Team Trust

(14:35) Meet Ninety.io’s Head of Content: Jeannie Ruesch

(22:15) Why Transparency in Progress Reporting Matters

(26:30) Jeannie’s Role at Ninety and the Rocks Methodology

(30:45) Understanding Customer Language in Content Strategy

(34:49) Bridging Marketing Language with Buyer Needs

(39:30) Educating Buyers through Purpose-Driven Content

(44:49) Collaborating Across the Marketing & Sales Departments

(49:09) Why Prioritizing Customer Trust Matters

(50:20) Friends Matter with our friend Rachel Johnson, Pavilion’s Fractional/Advisor of the Year

Resources:

• Connect with Jeannie Ruesch: https://www.linkedin.com/in/jeannieruesch/
• Learn more about Ninety.io: https://www.ninety.io/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter 
• And from this episode, shoutout to our friend, Rachel Johnson, Pavilion’s Fractional/Advisor of the Year: https://www.linkedin.com/in/rachel-m-johnson/ 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://bit.ly/4cZwZNq

We’re joined by Amanda Cummings, Account Executive at Compose.ly, who shares her insights on the importance of building a collaborative relationship between sales and marketing. We’re also joined by Global Head of Brand and Content at Valtech, Kerry Penny ​​to share her expertise on shifting from traditional content strategies to buyer-centric approaches that transform the decision-making process. She emphasizes the importance of transparency and flexibility in building trust with cautious buyers. If you’re looking to step up your marketing game and really make a difference for your buyers, you won’t want to miss this conversation.

In this episode, you’ll learn:
The Concept of Buyer Enablement: Why empowering buyers with the right content is crucial for success
Building Trust: Why transparency and flexibility are both needed in order to win over cautious buyers
Human-Centric Marketing: How storytelling and authentic connections drive better business outcomes

Things to listen for:
(00:00) Welcome to the Show
(02:26) Are We Burning the Relationship with Sales?
(04:23) The Role of Intent in MQLs and Sales Alignment
(06:29) How to Use Engagement Data for Outbound Prospecting
(08:06) Building Trust Between Sales & Marketing Teams
(09:43) The Importance of Aligning on KPIs
(10:42) Meet Valtech’s Global Head of Brand and Content: Kerry Penny
(14:03) The Impact of Startup Culture on Marketing
(20:06) Building a Purpose-Driven Culture and Its Role in Client Success
(26:18) How to Use Content to Drive Demand with Real Stories
(33:16) The Evolution of Buyer Behavior and Buyer Enablement Content
(38:08) Coaching Buyers on How to Make Decisions
(45:11) The Importance of Data Hygiene in Customer Retention
(47:01) Kerry on Winning Gartner CMO of the Year
(57:04) Friends Matter with our friend Catherine Campbell, Founder of One For The Books

Resources:

• Connect with Kerry Penny: https://www.linkedin.com/in/kerrysugrue/
• Learn more about Valtech: https://www.valtech.com/
• Learn more about Kin + Carta: https://www.kinandcarta.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter  
• And from this episode, shoutout to our friend, Catherine Campbell, Founder of One For The Books: https://www.oneforthebooks.com/ 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://bit.ly/4cZwZNq

In this episode, you’ll learn:

Leveraging AI in Content Creation: How to get more out of AI when creating content briefs
Scaling Marketing Teams: What makes up a great content brief to set up external partners for maximum impact
Bridging the Creative Gap: How to align performance-based marketing with brand storytelling

Things to listen for:
(00:00) Welcome to the Show
(01:23) AI in Content Creation: Tool or Replacement?
(03:24) Leveraging AI for Content Briefs & Beyond
(05:06) The Role of Creativity in Content
(14:54) Meet Industrious’ Head of Marketing: Chris Baszto
(21:51) Balancing Creative and Performance Marketing
(44:36) Shifting Perspectives for Better Team Communication
(53:32) Balancing Local and Global Content Strategies
(54:26) Building a Focused Content Engine
(56:48) The Importance of a Clear Brief
(1:07:05) Friends Matter with our friends at MarketMuse

Resources:

• Connect with Chris Baszto: https://www.linkedin.com/in/chrisbaszto/
• Learn more about Industrious: https://www.industriousoffice.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• Connect with Ashley: https://www.linkedin.com/in/ashley-strosnider/
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter 
•  And from this episode, shoutout to our friends, Elizabeth Irvine and Jeff Coyle, and their fresh website: https://www.marketmuse.com/siteimprove 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://bit.ly/4cZwZNq

In our debut episode of Content Matters, we’re joined by CEO of Compose.ly, Mike Leonhard to talk about the reasons behind using a podcast in your marketing efforts. We’re also joined by special guest, Keara Dowd, Senior Manager of Content Marketing at Clutch, who takes us behind the curtain to reveal how crafting a strong brand narrative sets you apart. Drawing on her background in journalism, Keara shares how to create content that’s true to your company’s values and voice while cutting through today’s noisy digital space. If you want your brand to connect with people on a deeper level and turn casual visitors into loyal fans, this episode is a must-listen.

In this episode, you’ll learn:
🔹The Power of Storytelling: How and why a compelling brand narrative is what actually drives demand
🔹Authenticity in Content: Tips for creating content that reflects your brand’s voice in the most human way
🔹Strategic Narratives: How to shape your narrative to connect with your audience’s needs and drive meaningful engagement

Things to listen for:
(00:00) Welcome to the Show
(00:32) Why Start a Podcast?
(01:30) The Value of Storytelling in Marketing
(03:03) Creating Quality Content in a Crowded Market
(04:11) Building Connections Through Content
(06:44) Meet Keara Dowd from Clutch
(08:35) Impact of Journalism on B2B Content Marketing
(11:17) Challenges in Content Marketing for Dual Audiences
(14:24) Leveraging Data and Tools for Audience Segmentation
(16:51) The Role of Brand Narrative in Content Strategy
(26:26) Balancing Brand and Demand in Content Creation
(28:26) The Importance of Authentic Customer Reviews
(42:41) Friends Matter: Celebrating Marketers

Resources:

• Connect with Keara Dowd: https://www.linkedin.com/in/keara-dowd/
• Learn more about Clutch: https://clutch.co/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter 
• And from this episode, shoutout to our friend, Natalie Dickey, and her fresh website: https://www.sparkdigitalstudio.com
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://bit.ly/4cZwZNq

  
  

It’s easy to feel overwhelmed and like you have to figure it out by yourself. But you don’t have to do it alone. Content Matters with Nicole MacLean (Compose.ly’s CRO) is your digital partner for filtering the trends and focusing on the content that matters most — creating connections that drive results.

For more, head to our site: https://compose.ly/content-matters

Produced in partnership with Share Your Genius: https://shareyourgenius.com/