Content Amplified

In this episode we interview Mick Essex, Head of Growth Marketing at Powr. He shows how small teams turn repeatable work into time-saving custom GPTs that actually ship. 

See Powr's custom GPTs.

What you'll learn in this episode:

• The simple rule to decide prompt vs GPT: when you repeat a similar prompt three times, make a GPT instead. 
• How adding a clear knowledge base and iterating with “always” and “never” instructions sharpens results fast. 
• A blueprint for an Article Draft Inspector that checks meta titles, FAQs, and image alt text—scaling edits from a few per day to dozens. 
• An A/B sample sizer that prevents bad data by calculating the right audience and duration before you test. 
• An email spam checker that flags risky words, suggests safer language, and can rewrite the message on the spot. 
• An AEO optimizer that reads page source and suggests schema and copy tweaks to earn AI citations. 
• A GA4 assistant concept that maps LLM citations and ties them to conversions with step-by-step explorations. 
• How “Ninja teams” pair an engineer, PM, marketer, and support to build connectors without bloat. 
• Why many of Mick’s GPTs are public—and why the GPT Store options are free. 
• A fast start: list the repetitive, time-heavy tasks, explain the problem and time cost, then ask ChatGPT to convert it into a custom GPT.

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In this episode we interview Katie Hickey, Senior Director of Revenue and Growth Marketing at Dscout. 

What you'll learn in this episode:

• How to spot potential ambassadors using CSAT, NPS, and product usage signals—and why “beta participants” are gold.
• Practical asks that turn happy users into public advocates: webinars, testimonials, case studies, and referral stories.
• Smart incentives that respect the ask: swag, conference tickets, or gift cards—used thoughtfully and sparingly.
• A playbook for partnering with your CS team without stepping on toes by elevating customers as subject-matter experts.
• Ways to track and activate “past power users” at new companies using tools like UserGems within your ABX motion.
• How to build a community that actually engages: curated VIP channels, intimate meetups, and aligned content themes.
• Using community and intent signals (Slack chatters, blogs, webinars) to guide sales follow-ups and demo narratives.
• Techniques for coaxing real stories from customers—collaborative talk tracks that place them at the center.

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In this episode we interview David Malmborg, VP of Marketing and Sales at Boostability, where he oversees a hyper-scalable SEO offering for small businesses. 

What you'll learn in this episode:

• Concrete meeting cadences: weekly team sessions and tight one-on-ones that keep decisions crisp and accountable. 
• A shared vocabulary for the funnel: clear, company-wide definitions for lead, MQL, SQL, and deal stages. 
• “Revenue requirements” modeling: start from closed-won, work backward to meetings, deals, and per-source lead targets. 
• Practical handoffs: how marketing returns closed-lost leads to nurture and when sales re-engages. 
• Culture-aware communication: when Slack works, when live meetings win, and how to adapt to the team’s habits. 
• Customer-first consistency: align language across marketing, sales, and CS so the experience feels unified. 
• QA at scale: use AI sentiment on calls to spot friction, tighten training, and shorten “issue review” meetings.

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In this episode we interview Sean Huntington, Marketing Director at Strive. 

What you'll learn in this episode:

• How to apply the “value pyramid”: primary product value, secondary educational value, and community value that compounds through peer-to-peer exchange.
• A simple test for resonance: build for one specific person first, then scale what works.
• Ways to escape vanity metrics: measure comments, replies, and introductions sparked—not just likes.
• How to find secondary value in “unsexy” niches (the blinds example): map use-cases, moments, and adjacent needs.
• Practical research moves: run short surveys to validate hunches and surface content topics your audience actually wants.
• Community mechanics that endure: give value, enable sharing, and create connections that outlast campaigns.
• How to turn customers into contributors: highlight member stories, enable meetups, and make introductions that unlock momentum.

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In this episode we interview Daniel Nasaw, content marketer and former journalist and national security editor at The Wall Street Journal. He shares how his newsroom roots inform his approach to B2B content—and why every marketer should think like a reporter.

What you'll learn in this episode:

• What it actually means to "cover your company like a beat"
• How to identify internal subject matter experts and power centers
• Why newsroom culture can supercharge your content team
• The role of radical collaboration in content strategy
• How thinking like an editor improves both writing and outcomes
• Why hiring journalists might be your content team's unfair advantage

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In this episode we interview Justin Cruz, Director of Digital Marketing at TSIA. He shares how his team builds a demand engine that stays human, relevant, and repeatable. 

Subscribe to Justin's Substack. 

What you'll learn in this episode:

• How Justin defines personalization: relevant and timely messaging, not a first-name token.
• A simple definition of scalability: systems that compound results over time.
• Why only a small share of your market is ready to buy—and how that changes your plan.
• How to sharpen your ICP with real purchase data and recent behavior.
• A practical way to map content to the five stages of awareness.
• How to reuse a few strong assets across segments without sounding generic.
• Where AI helps: synthesizing customer data and enabling on-site personalization.
• How to run a fast audit of your funnel, from reach to “contact us,” and fix obvious gaps.
• Tools and tactics he uses: AI-powered web personalization and message routing from ad to page.
• A plug-and-play framework (“FOCUS”) to keep strategy, tools, and tracking aligned.

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In this episode we interview Billy Cripe, Global Vice President of Marketing at Solifi, a leading financial services SaaS company.

Billy shares deep insight into the intersection of content, scalability, and AI—grounded in years of experience across B2B SaaS, demand generation, and sales enablement.

What you'll learn in this episode:

• Why content is more than a marketing asset—it's a gravitational force for engagement
• How to measure content’s true impact beyond surface-level metrics
• The internal cost of unused content and how to avoid it
• How marketers can build with empathy by listening to frontline teams
• Why AI will transform marketers from creators to curators
• What the future of content looks like in an LLM-powered world

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In this episode we interview Ryan Radcliff, who leads product marketing at SupportLogic. He walks us through how his team builds content programs that stick with out-of-market buyers—the “95%”—by being relentlessly helpful and consistent. 

What you'll learn in this episode:

• How to design weekly programs one or two people can ship on time, every time. 
• A simple newsletter play: handwritten notes to 10,000 subscribers that build trust and spark replies. 
• A low-friction CTA that works: open Friday demos with minimal ops and maximum connection. 
• How to storyboard in Figma so creative ideas get approved, produced, and remembered. 
• Turning retro video game parodies into a conference booth that looks custom-built. 
• When to entertain, when to educate, and how to align your voice with what your audience expects.

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In this episode we interview Luke Hayes, a digital marketing and SEO strategist who has led programs at AT&T, Walgreens, Sonepar USA, and Honeywell, and now consults for nonprofits, mid-sized firms, law firms, and campaigns. 

What you'll learn in this episode:

• How to choose the right AI: large vs. small language models, conceptual models, and action-oriented agents—plus when to mix them. 
• A practical prompt-writing framework: define role, context, constraints, and success metrics to reduce noisy outputs. 
• Persona building beyond job titles: map channels, moments, and tones across the customer journey to conserve budget and boost relevance. 
• An SXO mindset: optimize for search experience (voice, purchase history, device, and behavior), not just keywords. 
• A test-and-measure toolkit: combine Search Console with tools like Ahrefs/BrightEdge, Hotjar, AnswerThePublic, Surfer AI, and SpyFu to validate long-tail bets. 
• Budget protection with clarity: align KPIs, define qualified leads, and set guardrails before spending on paid. 

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In this episode we interview Sherri Schwartz, a marketing leader at Ovation CXM, about building a video-first system that turns a single recording into dozens of assets. 

What you'll learn in this episode:

• How to transform one long-form interview into webinars, YouTube anchors, and a stream of LinkedIn micro clips.
• A slicing method: cut each Q&A, title clips with the problem solved, and match format to channel.
• Why micro videos capture buyer attention in the first five seconds.
• A hybrid toolkit: agency partners, AI platforms like Descript and Synthesia, and human editors.
• How to brief agencies with brand books, style guides, and clear clip specs.
• Distribution tactics: YouTube for search, Vimeo for restricted industries, LinkedIn for reach, and sales libraries for enablement.
• Where clickable Storylane demos add interactive depth and repurposable video content.
• The limits of AI avatars and the importance of a human voice.

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