Ben Ronald has a message for content marketers in ABM: your audience is smart—write like it. In this episode, host Jim Gilkey welcomes Ben Ronald, Content Marketing Manager at Hostaway, who breaks down why writing “dumbed down” content is a mistake in ABM. You’re targeting execs. They’re data literate. They crave clarity, not clichés. Ben unpacks what smart content really looks like: clear, data-informed arguments; zero puns; and real substance rooted in industry expertise. He also warns against overrelying on AI, calls out shallow copy, and gives sharp, practical tips to keep your messaging as intelligent as your audience. If your content strategy needs a brain boost, this episode delivers.

👤 Guest Bio

• Ben Ronald is a Vancouver-based content marketer and SEO wordsmith who leads content at Hostaway. Passionate about communication, technology, and sports, he’s built his career on writing content that earns trust—not clicks.

Connect with Ben on LinkedIn

📌 What We Cover

• Why “being smart” in content earns trust with executives
• The risk of oversimplifying: forgettable, shallow, and patronizing
• How to use data to build real narratives—not just stats
• Why AI-generated content won’t replace human insight
• The power of industry interviews and reading beyond your niche
• Drawing inspiration from thinkers like Yuval Noah Harari and Malcolm Gladwell
• Ben’s one hard rule: “No puns. Just don’t.”
• His ABM beverage of choice: Guinness, in a mug with a story

🔗 Resources Mentioned

• Scrappy ABM – Build repeatable ABM plays and bring them in-house
• Yuval Noah Harari – Author of Sapiens, Homo Deus, 21 Lessons for the 21st Century
• Malcolm Gladwell – Referenced for storytelling across disciplines