Content Matters – Details, episodes & analysis

Every day marketers sift through dozens of headlines, posts, and slacks telling us about the latest and greatest trend we should be following. 

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/

Ever feel like your content briefs just aren’t working for you anymore?We’re joined by Ashley Strosnider, Head of Editorial at Compose.ly, who brings her expertise in content creation and team management. Special guest and Head of Marketing at Industrious, Chris Baszto, also joins the show. With over 15 years in the industry, Chris unpacks the power of creating meaningful experiences for your audience and why cross-functional collaboration is crucial to marketing success. He also shares how to perfect your content briefs—they are the key to anchoring successful campaigns by unlocking your external partners’ creativity and effectiveness.

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

What’s the story your brand is telling — and is anyone actually listening?

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

  
  

What does it take to stand out when “good enough” no longer cuts it in today’s AI-driven content landscape?

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/  

What happens when a full-time growth marketer builds a thriving consultancy on the side?

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

Is your SEO strategy ready for the next evolution ofbig shift in search?

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/ 

If content is queen, how do you make her reign supreme?

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/ 

In this special edition of Content Matters, host Nicole MacLean revisits some of the best tips from the Compose.ly crew and past guests, including unseen clips. Key topics include goal setting, giving and receiving feedback, and fostering a strong sales and marketing partnership.

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/

Who’s your content really speaking to — Google or your audience? 

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/ 

What's the key to building a career that’s as versatile as it is impactful?

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/