Behind Good Content

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.

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.

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.

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.

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.

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.

Jimmy Burt, former content lead at 360Learning and now VP of Content at Good Content, joins the show to unpack how he turned David James into the face of 360’s marketing engine—driving 2M impressions in 18 months.

He tells us all about why exec-led content has to extend beyond LinkedIn, how sales and nurture motions get transformed when a leader is at the center, how companies should decide between doing it in-house or with an agency partner, and more.

Peep Laja is the CEO of Wynter, a market research platform for B2B --he's also amassed 77K followers on LinkedIn, which now accounts for 80% of his inbound business. He told us all about why most website messaging is mediocre, why personalities are the most important thing in the age of AI, what marketers need to do to prepare for the next five years, and more.

Sam Jacobs, CEO of Pavilion and LinkedIn powerhouse with over 115K followers, returns to the Good Content Series. He tells us all about how he's been leveraging enrichment and AI to connect more deeply with his LinkedIn followers, the challenges of expanding into YouTube and owned territory, why personal brand is still so important, and more.

Rachel Kim is the founder of Manifest Advisors and the current fractional CMO for Mutiny, and she just created a big insights-packed report about the state of sales and marketing alignment. She tells us all about what's in the report, why sales and marketing teams struggle to get along, why you should create one of these insights reports and adopt her distribution strategy, and more.