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#32 - Barney O'Kelly

jeudi 23 avril 2026 • Durée 38:55

Barney O’Kelly leads product and solutions marketing at AlixPartners, a global consulting firm with thousands of employees and billions in revenue. Inside a firm like that, getting executives to show up on LinkedIn isn’t easy, but Barney has been a lone evangelist for this motion, helping hesitant leaders get out there, share their thinking, and build real relationships. He tells us all about how he introduced executive-led content internally, the resistance he faced, and how he reframed “personal brand” into something that actually resonated: be seen and make friends.

He tells us all about the psychology behind why executives hesitate to post, how to get past the “I’m not interesting” hurdle, why engagement metrics are often misleading, and how this motion actually drives real conversations, relationships, and revenue. It’s a practical look at how executive presence can work inside a large, legacy firm, and what it actually takes to make it stick.

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#31 - Richard van der Blom

jeudi 2 avril 2026 • Durée 33:57

Richard van der Blom has spent years studying LinkedIn more rigorously than almost anyone else. Every year, he and his team analyze more than 2 million LinkedIn posts and turn that data into his widely read Algorithm InSights Report. In this episode, we get into what he’s seeing on the platform right now, from declining reach to LinkedIn’s shift from network-based distribution to interest-based distribution, and what that means for anyone using LinkedIn as a serious growth channel.

He tells us all about what “consumption rate” means for posts and videos, why overhauling your profile matters more than most people think, how Richard sees the balance between AI and authenticity on the platform, why there is still real opportunity on LinkedIn in 2026, and what creators and B2B operators should actually do if they want to earn attention, build authority, and turn that into pipeline.

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#30 - Chris Eberhardt

jeudi 12 mars 2026 • Durée 33:37

Chris Eberhardt leads marketing at Clarify, a Series A CRM trying to break through in one of the most crowded software categories out there. Instead of chasing more channels and more volume, Clarify has focused on building trust around its founder, Patrick Thompson, and extending that voice beyond LinkedIn through a long-form executive newsletter.

Chris tells us about how that newsletter, Founder Therapy, came together, why they built the audience from scratch instead of importing subscribers, what makes an executive newsletter work, and what they’ve learned so far about using long-form content to build trust with founders.

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#29 - Noah Greenberg

jeudi 12 février 2026 • Durée 34:15

Noah Greenberg is the CEO of Stacker, a platform that helps brands turn original, editorial content into earned distribution across thousands of news outlets. He tells us all about the shift happening in B2B marketing: companies are hiring journalists and editorial leaders instead of traditional content marketers, because the old acquisition playbook is saturated and brand matters again.

Noah breaks down why “newsroom” thinking is showing up inside more companies, what distribution looks like when you treat owned content like earned media, and how Stacker became infrastructure that connects brands producing high-quality stories with publishers that need more content.

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#28 - Jess Cook

jeudi 29 janvier 2026 • Durée 32:37

Jess Cook is a creative director turned content strategist who cut her teeth writing, emotional, memorable brand work for highly commoditized brands like Eggo, Rice Krispies, and Cottonelle. Today, she brings that mindset into B2B as VP of Marketing at Vector.

She tells us all about why likability and emotional resonance are becoming increasingly important in a crowded SaaS market, activating employees as creators, building in public, specific campaigns that worked, and why she believes content marketers are uniquely positioned to rise into marketing leadership in the years ahead.

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#27 - Kyle Lacy

jeudi 15 janvier 2026 • Durée 42:30

Kyle Lacey is the CMO of Docebo, a public learning and development software company with 800+ employees, but he's not a traditional big-company marketer. He came up as a content marketer, built his own audience to 60,000+ followers on LinkedIn, and actually understands how digital content works today.

He tells us all about through the four buckets he uses to run content at a company this size: market and external comms, employee advocacy, executive thought leadership, and benchmarking and research.

We get into how he budgets and measures what’s working, why he’s more bullish on employee-led content than most CMOs, how to help execs post consistently when time is the real constraint, and why he believes the last differentiator in a world where everyone has AI is your people.

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#26 - Melissa Rosenthal

jeudi 4 décembre 2025 • Durée 35:52

Melissa Rosenthal, the co-founder and CEO of Outlever, and former Global VP of Creative at BuzzFeed, CRO at Cheddar, and CCO at ClickUp, tells us all about her thesis for “editorial brands” and why every great B2B company is really a media company in disguise.

We get into how Outlever builds always-on owned media machines like CIO News, what it actually takes to run a newsroom inside a B2B company, how Melissa activated 40+ ClickUp employees as creators, why people are the real distribution channels that will matter in the next era of B2B, and more.

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#25 - Peter Kang

jeudi 20 novembre 2025 • Durée 48:17

Peter Kang is the head of social at Clay and the architect behind growing their LinkedIn company page from ~14K to 100K+ followers in just 69 weeks, via 961 posts.

He tells us all about what a company page is actually for in a world where exec content leads, how Clay turns fundraising rounds into full-company marketing moments, why teams overvalue things that are easy to measure, using AI as a paintbrush instead of a printer, and more.

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#24 - Emily Kramer

jeudi 30 octobre 2025 • Durée 55:16

In the first-ever Behind Good Content Office Hours webinar, Emily Kramer, returning guest, former Head of Marketing at Carta and Asana, and creator of the MKT1 Newsletter, which has over 65,000 readers, walks us through her “LinkedIn flywheel” — how to stop doing random acts of marketing and instead turn exec posts, creator posts, and paid spend into one coordinated growth loop.

We get into why individual voices beat company pages, how to boost or run thought leadership ads the right way, how to identify and follow up with high-intent engagers without being spammy, how to build retargeting and pipeline off those same posts, why every team needs a “gen marketer” who can connect content, paid, ops, and revenue, and more.

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#23 - Kevin White

jeudi 16 octobre 2025 • Durée 34:51

Kevin White is the Head of Marketing at Scrunch AI, working on the cutting edge of GEO (generative engine optimization) and how brands show up inside AI answers. He tells us all about the shift from search to LLM-driven discovery, how retrieval bots assemble answers (and why long-tail, lower-funnel prompts matter), practical ways to track citations and brand mentions across prompts, why your website increasingly needs two faces, and more.

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