Content Logistics

Webinars can be a powerful growth channel—or a total flop. In this episode of Content Logistics, Baylee Gunnell sits down with Vicki Stepherson, Executive Producer at Sweet Fish Media, to explain why most B2B webinars fail and what marketers can do differently.

Vicki shares a clear framework for running high-performing webinars, from nailing your topic to understanding your audience's pain points. She explains why marketers should commit to at least six events, how to test timing and content, and why title clarity is non-negotiable. The goal? Stop guessing. Start planning with purpose.

You’ll also hear practical tips on driving attendance, like smart email tactics, co-promotion strategies, and why list-building should be your top priority if you're just starting. Whether you're a one-person team or scaling a full series, this episode will help you build webinars that convert.

On this episode of Content Logistics, host Baylee Gunnell chats with guest Melissa Popp, Content Marketing Strategist at RicketyRoo Inc., about navigating content strategy with limited budgets. They delve into the common challenges faced by companies of all sizes, from startups to established businesses, when resources are tight. Melissa emphasizes the importance of maximizing the impact of every marketing dollar, particularly for small and medium-sized businesses. She advocates for prioritizing marketing efforts based on potential revenue generation and a laser focus on what truly moves the needle for clients.

Challenging conventional wisdom, Melissa suggests that content creation might not always be the first marketing investment. Instead, she proposes exploring alternative strategies like paid advertising to generate initial revenue, which can then be strategically reinvested in content development. This approach empowers businesses to establish a stable financial footing before diving headfirst into content, ensuring that the content created aligns seamlessly with overall marketing objectives.

Beyond budget allocation, the conversation also explores effective content distribution strategies. Melissa underscores the vital importance of understanding your target audience and tailoring your content accordingly. She also highlights the power of repurposing content across various platforms to maximize reach and engagement. Finally, Baylee and Melissa discuss the often-overlooked significance of reverse engineering the sales funnel, starting with optimizing bottom-of-the-funnel content. They also caution against the allure of “vanity metrics” like website traffic, emphasizing the true measure of content success lies in conversions and leads.

On this episode of Content Logistics, host Baylee Gunnell explores authentic B2B video marketing with Chad Fortenberry. Chad, Director of Production at Massive Mission, emphasizes the power of video to build trust and boost conversions. He explains why polished videos aren't always best. Instead, he advocates for genuine storytelling that connects with viewers on an emotional level.

Chad highlights the importance of addressing customer pain points and showcasing solutions, rather than just listing product features. He offers practical advice for creating authentic video content, even with limited resources. He also touches on using AI in video production and how to maintain a human touch.

Baylee and Chad discuss repurposing longer videos into bite-sized social media clips to maximize reach. They explore the effectiveness of behind-the-scenes content and customer testimonials. Chad encourages B2B companies to make video a core part of their overall marketing strategy.

AI can speed things up. But does it help you sell? In this episode of Content Logistics, Baylee Gunnell sits down with digital strategist Mike Moran to talk about the real metric that matters: effectiveness. With decades of experience in search, content, and AI, Mike pulls back the curtain on why chasing efficiency can quietly sink your marketing.

He explains how most B2B teams measure the wrong things—like traffic and rankings—instead of tracking the behaviors that signal buyer intent. Mike shares clear ways to spot if your content is working long before a form fill. He walks through overlooked strategies like using first-party data, smart micro-conversions, and JavaScript to track real engagement.

Mike also shows how marketers can use AI—not to replace content creators—but to run better tests, make faster changes, and improve conversion paths. If you’ve been stuck in analysis paralysis or chasing vanity metrics, this episode is a wake-up call.

https://mikemoran.com

http://www.converseon.com

https://sharedaudiences.com/

Storytelling isn’t just for novels—it’s the key to standing out in B2B marketing. In this episode of Content Logistics, host Baylee Gunnell sits down with brand strategist and ghostwriter Dana Herra to break down what makes content compelling. Dana shares why positioning matters on LinkedIn, how to develop an authentic voice, and why following every trend won’t get you noticed.

They also dive into the biggest mistakes businesses make with content—like overthinking storytelling, obsessing over engagement metrics, and relying too much on AI. Dana explains how to measure success beyond vanity metrics and why building an owned audience is more powerful than chasing algorithm-driven reach.

Finally, they discuss how executives can use personal branding to drive real business impact. Whether you’re crafting a LinkedIn post or mapping out a content strategy, Dana’s insights will help you create content that resonates, builds trust, and moves your audience to action.

Substack (twice-monthly articles on content marketing)

danaherra.substack.com

10-Minute Branding (weekly short email with a mini branding tip and action item to implement it)

dana-herra.kit.com/10min-brand

Search engine optimization has long been anchored to rank tracking, a methodical approach to monitoring keyword positions, optimizing for higher rankings, and using data to demonstrate marketing success. However, Google's recent algorithm updates have fundamentally disrupted traditional tracking tools, creating significant challenges for marketers seeking to measure search positions with their previous level of precision.

In this episode of Content Logistics, host Baylee Gunnell engages in an in-depth conversation with Colin Costigan, Account Director at Marketers in Demand. Together, they dissect the evolving landscape of SEO, exploring how AI-driven search behavior, zero-click searches, and Google's dynamic ranking factors reshape digital marketing strategies.

Colin explains how Google's commitment to enhancing user experiences and transitioning toward AI-generated overviews have deprioritized traditional rank positions. Instead, the focus has shifted to engagement-driven metrics. He delves deep into the E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—offering strategic guidance on how businesses can optimize content for sustained visibility.

Moving beyond the outdated approach of chasing rankings, Colin advocates for a more holistic strategy. He encourages marketers to concentrate on metrics that drive business growth, such as share of voice, user engagement, and conversion rates. The conversation extends to exploring the growing significance of video, images, and social signals in search rankings, providing listeners with a comprehensive understanding of modern SEO strategies.

SEO doesn’t have to be complicated. In this episode of Content Logistics, host Baylee Gunnell sits down with Joe Michalowski, Senior Marketing Advisor at Marketers in Demand, to break down the essentials of SEO—without the jargon. They tackle what actually moves the needle, from optimizing content for search engines to structuring pages for better rankings. Joe shares why businesses should focus on writing valuable content first and worry about keywords later.

They also discuss the biggest SEO misconceptions, like whether publishing on a strict schedule matters or if more content automatically means better rankings. Joe explains why site structure, internal linking, and domain authority play a bigger role than most people realize. Plus, they cover how to avoid common pitfalls like keyword cannibalization and low-quality AI-generated content.

Finally, Baylee and Joe explore how AI and tools like ChatGPT are reshaping search behavior. Is SEO dead? Far from it. But the rules are changing, and marketers need to adapt. Tune in to learn how to build a search strategy that actually works.

Email tracking isn’t what it used to be. Privacy changes, spam filters, and shifting technologies have made open and click rates unreliable. In this episode of Content Logistics, host Baylee Gunnell sits down with Jacob Brain, Director of Operations at Marketers in Demand, to unpack why traditional email metrics are failing—and what marketers should track instead.

Jacob explains how email tracking works at a technical level, why Apple’s Mail Privacy Protection and evolving spam filters have disrupted accuracy, and why relying on opens and clicks alone leads to misleading insights. He breaks down alternative ways to measure engagement, such as website tracking, multi-touch attribution, and intent-based data, offering a smarter approach to email marketing.

The conversation also explores how marketers can build a modern tech stack, integrate tools like Factors and Clay, and use data to support sales teams effectively. If you’re looking to improve email marketing without outdated metrics, this episode is a must-listen.

In this episode of Content Logistics, host Baylee Gunnell sits down with Lyndsay Cambridge, Director of Jammy Digital, to discuss actionable strategies for creating impactful video content in the B2B space. Lyndsay breaks down her five essential elements for success: consistency, a strong hook, a director, unique storytelling, and sharp editing. She explains how these pillars, when executed well, can transform video content into a powerful tool for driving sales and engagement.

Lyndsay shares her insights on the difference between "fame" and "fortune" strategies in content marketing, emphasizing the importance of aligning your approach with business goals. Fame focuses on building broad reach, while fortune hones in on converting niche audiences into loyal customers. Using real-world examples, Lyndsay highlights how even fewer views can lead to higher sales if the content resonates with the right audience.

The conversation also dives into AI's role in content creation. Lyndsay explains how AI tools can streamline workflows without compromising originality, ensuring content remains authentic and valuable. Whether you’re an established marketer or just starting out, this episode offers practical tips to elevate your video strategy and make meaningful connections with your audience.

On this episode of Content Logistics, Baylee Gunnell dives into the evolving role of podcasts with guest Tristan Pelligrino, co-founder of Marketers in Demand. Tristan challenges the traditional approach of measuring podcast success through downloads and subscribers. Instead, he shares why podcasts should be viewed as dynamic content engines, fueling diverse marketing efforts like blog posts, social media, and video content.

Tristan explains how thinking beyond typical metrics unlocks new opportunities to engage with customers and industry leaders. He highlights the value of using podcasts as tools for meaningful conversations, fostering relationships with prospects, customers, and thought leaders. By focusing on connections and quality content, businesses can enhance brand authority and gain fresh insights into their audience.

The conversation also explores practical strategies for creating impactful podcasts. Tristan shares how specificity and personalization in guest outreach can lead to deeper, more authentic discussions. This episode is packed with actionable tips to reimagine podcasting as a strategic marketing tool.