What does travel guru Rick Steves have to do with enterprise software marketing? Everything. Rick didn’t just build a business; he built an empire by treating his content—his guidebooks and shows—as the actual product, a strategy that modern B2B brands are failing to replicate.

In this episode, Lee Densmer, content marketer and author, joins the show to dismantle the "anonymous corporate marketing" playbook. She argues that to survive in a sea of AI noise and generic posts, companies must shift to human-led storytelling where the content itself is treated with the same rigor as the product you sell.

In this episode, we cover:

• The Rick Steves Model: Why the "OG creator" is the blueprint for modern B2B success.
• Human-Led Content: Why you need to stop publishing from "The Marketing Team" and start utilizing the faces and voices of your subject matter experts.
• Cutting Through the Noise: How to curate your audience and use "spicy" points of view to defeat AI-generated slop.
• Internal Training: How to train your team to build personal brands that benefit the company.

Links & Resources:

• Connect with Lee Densmer on LinkedIn
• Check out Lee's New Book (The Top 40 Content Problems)

Text us what you think about this episode!