Content Matters

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.

In this episode, you’ll learn:

• Data-Driven Storytelling – How to use metrics in a way that resonates with buyers.
• Founder-Led Content Myths – Why personality and perspective matter more than a job title.
• Internal Enablement for Content Success – How marketing teams can empower employees to share content that feels authentic.

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:

• Connect with Jillian: https://www.linkedin.com/in/jillianmacnulty/
• Learn more about UserEvidence: https://www.userevidence.com
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Composely: https://compose.ly/content-matters
• Submit Your Own Friends Matter Story: compose.ly/friends-matter 
• And from this episode, shoutout to our friends at Capitalize: https://www.hicapitalize.com
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Learn more about our sponsor, Apollo, here: https://apollo.io

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:

• Content-Led Sales Strategy: How content nurtures prospects in long B2B sales cycles
• Podcasting for Brand Awareness: How James built a guest pipeline and used partnerships to grow reach
• Sales and Marketing Alignment: Why brand familiarity makes sales outreach more effective

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:

• Connect with James: https://www.linkedin.com/in/jamesfurbush/
• Learn more about AccessOne: https://accessonepay.com/
• 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 our friend Lauren Joskowitz, Editorial Director at MyFitnessPal and host of The Clean Body Podcast: https://blog.myfitnesspal.com/author/lauren-joskowitz/
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Learn more about our sponsor, Clutch, here: https://clutch.co/ 

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:

• Answer Engine Optimization: How AI is transforming search and what marketers need to know
• Content and SEO Collaboration: Why combining SEO fundamentals with creativity delivers better results
• Technical SEO Foundations: How technical SEO paves the way for ranking and audience engagement

Things to listen for:
(00:00) Welcome to the show

(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:

• Connect with Will: https://www.linkedin.com/in/william-sigsworth/
• Learn more about Pipedrive: https://www.pipedrive.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Composely: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: compose.ly/friends-matter 
• And from this episode, shoutout to our friends, Ian Binek and Nick Fraunfelder, Hosts at The Growth Asylum: https://www.youtube.com/playlist?list=PLlKV5iCD13cFZxf3gVEUQy-P8Z1YgWFNW
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/ 

If content is queen, how do you make her reign supreme?

We’re once again joined by Franny Harold, Content Creator at Compose.ly, who gives tips for staying consistent with social media strategies and how to avoid burnout when managing content creation. We’re also joined by Ornella Sinigaglia, Marketing Director at PressReader, who breaks down the art of storytelling in B2B marketing and the challenge of balancing multiple audiences. Ornella shares how PressReader’s brand refresh focused on building emotional connections while maintaining business impact, revealing why storytelling is the heartbeat of effective marketing.

If you’re looking to create content that resonates deeply with diverse audiences, this conversation is for you.

In this episode, you’ll learn:

• The Power of Storytelling: How emotional connections drive success in B2B marketing
• Navigating Dual Audiences: Ornella’s insights on balancing B2B and B2C strategies
• Building Content That Matters: Why content is queen and the foundation of impactful marketing

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

Resources:

• Connect with Ornella Sinigaglia: https://www.linkedin.com/in/ornellasinigaglia/ 
• Learn more about PressReader: https://about.pressreader.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Composely: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: compose.ly/friends-matter 
• And from this episode, shoutout to our friend, Chris Baszto, Head of Marketing at Industrious:  https://www.industriousoffice.com
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/ 

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:

• Build Better Content Briefs: Share clear, unique insights to help writers and AI deliver content that drives results.
• Turn Feedback into Progress: Improv techniques can help you give and receive constructive criticism that strengthens your work.
• Align Teams: Set goals that balance oversight and autonomy to keep everyone focused on driving impact.

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:

• Connect with Ashley Strosnider: https://www.linkedin.com/in/ashley-strosnider/  
• Connect with Franny Harold: https://www.linkedin.com/in/frannyharold/  
• Connect with Ana Osuna:https://www.linkedin.com/in/ana-osuna-57487a17b/  
• Connect with Michael Leonhard: https://www.linkedin.com/in/michael-leonhard/ 
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Who’s your content really speaking to — Google or your audience? 

Could it be that your content strategy is missing its most important stakeholder? 

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.

In this episode, you’ll learn:

• Finding Opportunity in Chaos: Why navigating uncertainty can spark creativity and innovation
• SEO Evolution: How creating user-focused content aligns with search engines’ shifting priorities
• Advocating for the Audience: Learn why understanding your audience is essential for creating impactful and memorable content.

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

Resources:

• Connect with Robyn Showers: https://www.linkedin.com/in/robynshowers/ 
• Learn more about Apollo: https://www.apollo.io/ 
• Check out Outbound Sales: https://www.amazon.com/Outbound-Sales-data-backed-playbook-calling/dp/B0DJ3LDFH1/ref=asc_df_B0DJ3LDFH1?mcid=49cc5ff4023633dda7bb30e1580d1d6d&tag=hyprod-20&linkCode=df0&hvadid=712502180622&hvpos=&hvnetw=g&hvrand=14229355947993953033&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9014705&hvtargid=pla-2369858747464&psc=1
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter 
• And from this episode, shoutout to our friend, Beth Wanner, Founder & CEO of Mother Cover: https://mothercoveragency.com/ 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/ 

What's the key to building a career that’s as versatile as it is impactful?

We’re joined by Franny Harold, Content Creator at Compose.ly, who shares her unique journey from comedy and social media into the world of content marketing, highlighting how her eclectic background brings a fresh perspective to her work. We’re also joined by Samantha Lopez, Digital Channels Manager at Expedia Group, who explores the idea of a “portfolio career” and shares her approach to embracing flexibility and new challenges. Samantha reveals why stepping off the traditional career ladder can lead to more fulfilling and innovative work experiences. 

If you’re curious about breaking free from a linear career path, you won’t want to miss this conversation.

In this episode, you’ll learn:

• The Portfolio Career Path: How diverse skills and experiences bring value to your career
• Embracing Flexibility: Why breaking away from a linear career path can lead to new growth opportunities
• Building Resilience in Times of Change: Samantha’s approach to adapting through listening and compassion

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

Resources:

• Connect with Samantha Lopez: https://www.linkedin.com/in/samantharlopez/
• Learn more about Expedia Group https://expediagroup.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter 
• And from this episode, shoutout to our friend, Ben Brown, VP of Marketing at Fairmarkit: https://www.fairmarkit.com/ 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Learn more about our sponsor, Clutch, here: https://clutch.co/ 

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. 

If you’re ready to rethink goal-setting and make a lasting impact, you won’t want to miss this conversation.

In this episode, you’ll learn:

• Goal-Setting with Purpose: How to identify goals that align with company vision and produce measurable impact
• Effective Team Alignment: Strategies for bridging communication gaps and setting clear priorities across departments
• Adapting Frameworks for Success: Why the Ninety Rocks tool supports sustainable growth and productivity

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

Resources:

• Connect with Jeannie Ruesch: https://www.linkedin.com/in/jeannieruesch/
• Learn more about Ninety.io: https://www.ninety.io/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter 
• And from this episode, shoutout to our friend, Rachel Johnson, Pavilion’s Fractional/Advisor of the Year: https://www.linkedin.com/in/rachel-m-johnson/ 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://bit.ly/4cZwZNq

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:
The Concept of Buyer Enablement: Why empowering buyers with the right content is crucial for success
Building Trust: Why transparency and flexibility are both needed in order to win over cautious buyers
Human-Centric Marketing: How storytelling and authentic connections drive better business outcomes

Things to listen for:
(00:00) Welcome to the Show
(02:26) Are We Burning the Relationship with Sales?
(04:23) The Role of Intent in MQLs and Sales Alignment
(06:29) How to Use Engagement Data for Outbound Prospecting
(08:06) Building Trust Between Sales & Marketing Teams
(09:43) The Importance of Aligning on KPIs
(10:42) Meet Valtech’s Global Head of Brand and Content: Kerry Penny
(14:03) The Impact of Startup Culture on Marketing
(20:06) Building a Purpose-Driven Culture and Its Role in Client Success
(26:18) How to Use Content to Drive Demand with Real Stories
(33:16) The Evolution of Buyer Behavior and Buyer Enablement Content
(38:08) Coaching Buyers on How to Make Decisions
(45:11) The Importance of Data Hygiene in Customer Retention
(47:01) Kerry on Winning Gartner CMO of the Year
(57:04) Friends Matter with our friend Catherine Campbell, Founder of One For The Books

Resources:

• Connect with Kerry Penny: https://www.linkedin.com/in/kerrysugrue/
• Learn more about Valtech: https://www.valtech.com/
• Learn more about Kin + Carta: https://www.kinandcarta.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter  
• And from this episode, shoutout to our friend, Catherine Campbell, Founder of One For The Books: https://www.oneforthebooks.com/ 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://bit.ly/4cZwZNq

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
Scaling Marketing Teams: What makes up a great content brief to set up external partners for maximum impact
Bridging the Creative Gap: How to align performance-based marketing with brand storytelling

Things to listen for:
(00:00) Welcome to the Show
(01:23) AI in Content Creation: Tool or Replacement?
(03:24) Leveraging AI for Content Briefs & Beyond
(05:06) The Role of Creativity in Content
(14:54) Meet Industrious’ Head of Marketing: Chris Baszto
(21:51) Balancing Creative and Performance Marketing
(44:36) Shifting Perspectives for Better Team Communication
(53:32) Balancing Local and Global Content Strategies
(54:26) Building a Focused Content Engine
(56:48) The Importance of a Clear Brief
(1:07:05) Friends Matter with our friends at MarketMuse

Resources:

• Connect with Chris Baszto: https://www.linkedin.com/in/chrisbaszto/
• Learn more about Industrious: https://www.industriousoffice.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/ 
• Connect with Ashley: https://www.linkedin.com/in/ashley-strosnider/
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter 
•  And from this episode, shoutout to our friends, Elizabeth Irvine and Jeff Coyle, and their fresh website: https://www.marketmuse.com/siteimprove 
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://bit.ly/4cZwZNq