Explore every episode of the podcast Content Matters
| Title | Pub. Date | Duration | |
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| Welcome to Content Matters | 09 Oct 2024 | 00:00:47 | |
Every day marketers sift through dozens of headlines, posts, and slacks telling us about the latest and greatest trend we should be following.
For more, head to our site: https://compose.ly/content-matters Produced in partnership with Share Your Genius: https://shareyourgenius.com/ | |||
| You’re Underestimating the Power of Briefs with Chris Baszto, Industrious | 29 Oct 2024 | 00:59:26 | |
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 Things to listen for: Resources:
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| How Great Brand Can Drive Demand with Keara Dowd, Clutch | 15 Oct 2024 | 00:45:06 | |
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: Things to listen for:
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| Navigating the Changing Landscape of SEO with Kyle Whigham, Luxury Presence | 08 Jul 2025 | 00:32:07 | |
What does it take to stand out when “good enough” no longer cuts it in today’s AI-driven content landscape?
In this episode, you’ll learn:
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:
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| Applying Psychology to Create Marketing Demand with Sheri Otto, Lane Strategies | 24 Jun 2025 | 00:37:26 | |
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:
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:
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| Shaping SEO-Driven Marketing with Will Sigsworth, Pipedrive | 04 Feb 2025 | 00:45:01 | |
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:
(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:
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| Making Marketing the Heart of Every Organization With Ornella Sinigaglia, PressReader | 21 Jan 2025 | 00:38:34 | |
If content is queen, how do you make her reign supreme?
If you’re looking to create content that resonates deeply with diverse audiences, this conversation is for you.
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
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| Bonus Content Cuts from 2024 | 07 Jan 2025 | 00:13:12 | |
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:
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:
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| Great Content Starts With Your Audience with Robyn Showers, Apollo.io | 17 Dec 2024 | 00:43:15 | |
Who’s your content really speaking to — Google or your audience?
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.
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
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| Navigating the Portfolio Career Path in Marketing with Samantha Lopez, Expedia Group | 03 Dec 2024 | 00:47:31 | |
What's the key to building a career that’s as versatile as it is impactful?
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
Learn more about our sponsor, Clutch, here: https://clutch.co/ | |||
| Setting Goals To Drive Business Impact with Jeannie Ruesch, Ninety.io | 19 Nov 2024 | 00:51:54 | |
How can you make sure your marketing goals aren’t just checked boxes but impact drivers for your business? 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.
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
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| Building Buyer Trust Through Purpose-Driven Content with Kerry Penny, Valtech | 12 Nov 2024 | 00:57:02 | |
What's the secret to crafting content that not only captivates but truly empowers buyers to take action? 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: Things to listen for: Resources:
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| Understanding Your Audience’s Psychographics with Amanda Salem, Constant Contact | 10 Jun 2025 | 00:39:47 | |
What does content marketing look like after 30 years in the business? 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:
Things to listen for: (00:00) Welcome to the show (06:36) The role of AI in content marketing (12:28) Understanding your audience (21:15) Understanding customer decisions (25:51) Balancing SEO with authentic, helpful content for customers (36:21) Final advice on building customer relationships through learning Resources:
Learn more about our sponsor, Apollo, here: https://apollo.io | |||
| Agency vs. In-House Content Strategy with Stephanie Yoder, Rebrandly | 27 May 2025 | 00:31:56 | |
What happens when a career agency content lead takes their talents in-house? 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:
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| The Role of Social in B2B Strategy with Paola Marino, Virtual Intelligence Briefing (ViB) | 13 May 2025 | 00:35:13 | |
When the playbook keeps changing, how do modern marketers stay grounded and effective? 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:
Resources: | |||
| Standing Out in a Crowded Marketing Landscape with Myles Carter, Trolley | 29 Apr 2025 | 00:41:46 | |
What happens when a storyteller learns to speak the language of the C-suite? 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:
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:
Learn more about our sponsor, Apollo, here: https://apollo.io | |||
| How to Build Engaged Communities and Content that Converts with Adam Robles, Reach Agency | 15 Apr 2025 | 00:39:49 | |
In this episode, you’ll learn:
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:
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| From Ops to Strategy: The Rise of a Marketing Generalist with Matt Lyman | 18 Mar 2025 | 00:45:33 | |
Is adaptability the secret to building a strong marketing career? 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:
Things to listen for: Resources:
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| Using Data to Craft a Compelling Content Story with Jillian Hoefer, UserEvidence | 04 Mar 2025 | 00:49:52 | |
How do marketers use data effectively without losing authenticity? 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.
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:
Learn more about our sponsor, Apollo, here: https://apollo.io | |||
| The Power of Audience-First Content with James Furbush, AccessOne | 18 Feb 2025 | 00:38:12 | |
Is content the key to building relationships at scale in B2B marketing? 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:
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:
Learn more about our sponsor, Clutch, here: https://clutch.co/ | |||