Content Matters

What happens when content marketing, internal comms, and AI all converge in one role?

Cristina Huré, Sr. Communications & Content Marketing Manager at ContactMonkey, joins Nicole to discuss the evolving expectations for today’s content leaders. From her roots in journalism and PR to navigating sales enablement and product marketing, Cristina shares how she’s adapting her strategy for a world where every channel and every touchpoint matters. Cristina also explores how AI is helping her extract customer insights at scale, why digital PR is having a resurgence, and how internal communications can learn from external marketing best practices to drive real engagement.

In this episode, you’ll learn:

• How to apply digital PR and reputation strategy in an AI-influenced content world
• What internal comms teams can borrow from modern marketing playbooks
• How to turn customer call data into smarter, more strategic content decisions

Things to listen for:

(00:00) Intro

(02:46) Editorial vs. content marketing

(03:58) The role of data in content marketing

(05:13) The resurgence of digital PR

(11:57) Content strategy at ContactMonkey

(20:27) Direct mail campaigns in a digital world

(24:40) Embracing AI in marketing

(35:28) Advice for marketers

Resources:

• Connect with Cristina: https://www.linkedin.com/in/cristinahure/ 
• Learn more about ContactMonkey: https://www.contactmonkey.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/  

In a world where AI is rapidly reshaping search behavior and content creation, how can marketers stay ahead of the curve?

Kaylee Peterson, Director of SEO at Compose.ly, joins Nicole to talk about the evolving landscape of AI search and content strategy. They discuss how Google’s increasing reliance on AI is changing the game for SEO and content creators, and how brands can adapt to stay visible in an AI-first world. Kaylee shares insights on leveraging AI tools, understanding the shifting dynamics of organic traffic, and the importance of building brand authority to thrive in the new search era.

In this episode, you’ll learn:

• How AI search is influencing SEO and content visibility
• Why brand authority and thought leadership matter more than ever
• What strategies can help you future-proof your SEO efforts in the AI-driven world

Things to listen for:

(00:00) Intro

(02:55) Current state of AI in Google search

(04:59) How AI is impacting SEO

(08:39) Understanding LLMs and content strategy

(12:55) Effective tracking and reporting techniques

(18:43) Adapting marketing strategies for AI

(25:01) Future-proofing SEO and content creation

(30:57) How to navigate the future of content and AI

Resources:

• Connect with Kaylee: https://www.linkedin.com/in/kp3t3z/
• 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 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

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:

• Customer-first messaging: How to put yourself in your audience’s shoes to create connection
• AI as a helper: Why automation supports content creation but can’t replace knowing your customer
• Beyond demographics: Using psychographics to build meaningful, targeted marketing strategies

Things to listen for:

(00:00) Welcome to the show
(02:41) Journey into content marketing

(06:36) The role of AI in content marketing

(12:28) Understanding your audience

(21:15) Understanding customer decisions
(23:17) Tech stack insights

(25:51) Balancing SEO with authentic, helpful content for customers

(36:21) Final advice on building customer relationships through learning

Resources:

• Connect with Amanda: https://www.linkedin.com/in/mandasalem/
• Learn more about Constant Contact: https://www.constantcontact.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

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:

• From Chaos to Clarity: How to work with stakeholders without diluting your message
• AI with Integrity: The guidelines that keep automation from sabotaging content quality
• Empathy as a Differentiator: Writing for marketers without losing authenticity

Things to listen for:
(00:00) Welcome to the show
(01:09) Stephanie's journey into content marketing
(04:07) Transition from agency to in-house
(05:14) Challenges of content marketing
(13:40) Empathy in content marketing
(17:44) AI and content strategy
(27:18) Aligning organizational goals

Resources:
Connect with Stephanie: https://www.linkedin.com/in/stephanie-yoder/
Learn more about Rebrandly: https://www.rebrandly.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

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:

• Content in the Chaos: Why marketers can’t afford to “opt out” of any channels
• ABM for Small Teams: How AI helps scale personalized messaging
• Experimentation as a Mindset: Running tests when there’s no time to slow down

Things to listen for:
(00:00) Welcome to the show
(02:21) Career transition and challenges
(07:08) Social media in digital Marketing
(09:28) The importance of multi-channel strategies
(10:58) Adapting to AI and generative tools
(15:53) The future of ABM and personalization
(17:51) The nature of experimentation in marketing
(19:34) Balancing tactical and strategic thinking
(22:36) Challenges of self-evaluation in marketing
(25:15) The role of AI in marketing data analysis
(27:12) Programmatic advertising and its impact
(31:00) Leadership: More than just a title

Resources:
Connect with Paola: https://www.linkedin.com/in/paola-marino/
Learn more about Virtual Intelligence Briefing (VIB): https://vib.tech/
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 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:

• The Business-Creativity Balance: Why marketers must master both
• Standing Out in a Crowded Market: How trust and expertise cut through the noise
• Content That Drives Revenue: Building strategies tied directly to business outcomes

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:

• Connect with Myles: https://www.linkedin.com/in/mylesdcarter/
• Learn more about Trolley: https://trolley.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 marketing truly audience-first — or just going through the motions?

Kaylee Peterson, Director of SEO at Compose.ly, returns to the show with a soapbox moment about the realities of working with SEO agencies, what clients should expect from partners, and why education and transparency matter more than ever. We’re also joined by Adam Robles, co-founder of Reach Agency, to talk about community building, client trust, and how to guide audiences from awareness to advocacy, especially when budgets are tight and expectations are high.

In this episode, you’ll learn:

• The Community Equation: What separates performative from powerful community-building
• SEO Accountability: How to spot red flags — and what true collaboration should look like
• Content That Converts: Why understanding the full customer journey is the new marketing baseline

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:

• Connect with Adam: https://linkedin.com/in/adamrrobles/ 
• Learn more about Reach Agency: https://reachagency.ca/ 
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friends Matter Story: compose.ly/friends-matter
• And from this episode, shoutout to our friends at UserEvidence for launching the 2025 CMA Technology Landscape Report: https://userevidence.com/2025-customer-marketing-tech-landscape-report/
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/ 

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:

• Marketing Leadership Evolution: How the role has shifted from specialization to generalization
• Hiring for Ability, Not Just Experience: Why problem-solving matters more than specific tools
• Content-Led Growth: How emotional connection and storytelling fuel marketing success

Things to listen for:
(00:00) Welcome to the show
(00:59) LinkedIn bans Apollo & Seamless.AI
(02:22) Impact on sales and marketing tools
(06:00) From theater to marketing leader
(12:36) The importance of certifications
(18:36) Generational marketing insights
(21:44) Newsletter and cute projects
(22:13) The otter mascot story
(22:57) Duolingo's owl and marketing strategies
(24:49) The evolution of marketing roles
(27:56) The importance of generalist skills
(41:05) Hiring for abilities, not skills
(43:58) Friends Matter with 321 for 3:21 by R.I.D.E 4 ALL

Resources:

• Connect with Matt: https://www.linkedin.com/in/mattlyman/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friends Matter Story: compose.ly/friends-matter 
• And from this episode, shoutout to 321 for 3:21 by R.I.D.E 4 ALL, which Matt serves as the chair of: https://ride4all.org/321for321
• The Day Of Play 2025 by R.I.D.E 4 ALL: https://ride4all.org/day-of-play 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/