The episode explores how marketers can shift their mindset from focusing on content containers to prioritizing storytelling and strategic content creation. Lee Judge and Robert Rose discuss the evolving role of content marketing in the age of AI, the pitfalls of over-measuring, and the importance of valuable friction in marketing processes. 

• Shifting from container-first to story-first content creation
• The myth and misuse of marketing measurement
• AI's impact on content marketing and the resurgence of human-created content
• Challenges CMOs face with attribution and proving value
• Valuable friction and the importance of slowing down to improve content quality

Timecodes
00:00 - Get Out of "Container First" Mentality: Start with Story
01:00 - Introducing Robert Rose & the Value of Thought Leadership
03:08 - Measurement Myths: Marketers Should Measure Less, Do More
05:34 - Risk vs. Numbers: Incremental vs. Bold Marketing Moves
09:03 - The Cracker Barrel Logo Fiasco & The Value of Attention
11:27 - Attention vs. Long-Term Brand Value in Marketing
15:35 - CMOs & the Attribution Challenge: Budget, Brand, & Measurement
19:12 - Corporate Measurement Culture: Agreement vs. Accuracy
24:05 - AI’s Impact: Human Content Marketing Renaissance?
27:56 - Why Content Marketing Research Still Focuses on Text
32:26 - Repurposing Content: Story-First Approach Over Containers
34:50 - Valuable Friction: Slowing Down for Better Content Creation
40:23 - Where to Find Robert’s Book & Closing Remarks
 

Main Takeaways

Start with the story, not the container—content should drive the format, not the other way around.

Measurement is often flawed and overemphasized; agreement on what success looks like is more important than accuracy.

AI can enhance creativity but should be used to deepen, not replace, human insight and storytelling.

Subscribe, share the episode, and visit valuablefriction.com to learn more about Robert Rose's new book. 

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

The episode explores how AI is reshaping SEO and content strategy, emphasizing the need for marketers to adapt their websites and messaging to train AI effectively. Lee Judge and Andy Crestodina discuss how AI-powered search changes user behavior, the importance of co-occurrence and proximity of keywords, and how brands can optimize their content to influence AI-generated results. 

• Training AI through strategic website copy and keyword proximity
• Shifts in SEO due to AI-powered search and user behavior
• Optimizing key website pages for AI discoverability and decision-making
• The role of content formats like video and audio in brand visibility
• Balancing content quantity and quality in the AI era

Time Stamps
01:10 - Introduction to AI's impact on SEO
06:45 - How AI selects and ranks content
15:30 - Optimizing key pages for AI training
24:00 - Prompt reverse engineering and content strategy
35:20 - Importance of co-occurrence and keyword proximity
45:00 - Broader content strategy beyond websites
55:10 - Human-centric content and performance metrics
01:10:00 - Predictions for AI and search in the next year 

Main Takeaways

You're not just writing for humans—you're writing training data for AI.

AI optimization requires adding job titles, credentials, and comparison content to key pages.

Co-occurrence of brand and industry terms across trusted sources boosts AI visibility. 

Subscribe, share the episode, and visit contentmonsta.com for more insights. 

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

With AI rapidly evolving, marketers face both new opportunities and pressing concerns about data privacy, search optimization, and content creation. Christopher Penn breaks down the rise of local AI models, their implications for privacy and data control, and how generative AI will reshape marketing strategies. The conversation offers actionable advice on making content accessible to AI, the continued importance of strong SEO, and creative techniques for maximizing the impact of AI-generated content.

• The rise and advantages of local/offline AI models for privacy and control
• Implications for data security and regulatory compliance in sensitive industries
• The necessity of making marketing data well-exposed for AI agents and search engines
• The future of SEO as "Search Everywhere Optimization" in an omnichannel, AI-driven landscape
• Creative approaches to AI prompt engineering for more original marketing content

Time Stamps

• 0:00 - How marketers should respond to AI disruption
• 2:31 - What are local/open AI models and why use offline AI?
• 5:58 - Tiny AI models for smart devices explained
• 8:07 - Privacy, data retention, and when to use local AI
• 10:51 - On-premise AI for regulated industries
• 12:03 - Consumer AI apps & privacy-preserving APIs
• 13:45 - Where do small AI models get their data?
• 16:07 - The business opportunity: exposing your business to AI
• 18:46 - Visibility, Cloudflare, and AI search bots
• 20:19 - How missing website data excludes you from AI-driven decisions
• 22:50 - Paid AI models, memory, and the risks/benefits of personalization
• 25:48 - SEO, grounded search, and why making content for people still matters
• 28:18 - Search Everywhere Optimization: distribute content everywhere
• 30:12 - "Add a Banana": Prompt engineering for creativity in generative AI
• 36:23 - Where to follow Christopher Penn, his book, and newsletter

Main Takeaways

• “If you’re a marketer and you’re panicking about what to do, do a good job with SEO and also make content people actually give a shit about.” — Prioritize substance and discoverability; strong SEO remains foundational, but meaningful content stands out.
• Local AI models offer marketers and businesses unprecedented control over data privacy, allowing AI usage without risking sensitive information leaving their premises.
• To succeed in the age of generative AI, marketers must ensure their content (including pricing and data) is easily accessible for both humans and AI agents, embracing an omnichannel approach and optimizing for every search surface—not just traditional engines.

After finishing this episode, subscribe to the Business of Marketing podcast for more forward-thinking insights, and share this episode with your marketing colleagues to spark new strategies for thriving in an AI-driven future.

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - Content Monsta specializes in podcast production and innovative remote video production, empowering businesses to create professional content and achieve their marketing goals.

This episode explores the strategic value of podcasting for businesses and personal brands, offering expert insights on how to launch, structure, and promote a podcast effectively. Lee Judge and Katie Brinkley discuss common misconceptions, content repurposing, and the importance of aligning podcast goals with broader marketing strategies. 

• Determining the purpose and format of a podcast
• Common mistakes and red flags when starting a podcast
• Strategies for promoting and repurposing podcast content
• Using AI and multilingual tools to expand podcast reach
• Measuring podcast success and securing sponsorships

Time Stamps
0:00 - Introduction of podcast production company experts
5:04 - Podcasting for Businesses: Common Questions and Starting Points
6:56 - Podcast Formats: Solo, Co-Hosted, Interview, and Purpose
9:16 - Importance of Pre-Interviews and Knowing Your Podcast’s Why
11:04 - Creating Content for Repurposing Beyond Just Audio
14:19 - Marketing & Promoting Your Podcast: Social Media and Email
19:17 - Leveraging AI: Reaching New Audiences with Podcast Content
24:22 - Agency Insights: Podcasting Red Flags and Client Expectations
31:34 - Measuring Podcast Success: Quality Over Quantity
39:59 - Sponsorship Strategies & Final Takeaways

Main Takeaways

• Know the purpose of your podcast before launching—whether it's for lead generation, thought leadership, or networking.
• A podcast is a content-generating machine that can fuel your entire marketing strategy.
• Success isn't about massive downloads but about reaching the right audience with valuable content.

Subscribe and share this episode with anyone considering launching a podcast for their business. 

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

The episode explores the intersection of design and marketing, emphasizing the importance of visual communication that drives business outcomes rather than just aesthetic appeal. A. Lee Judge and guest Jim MacLeod, author of The Visual Marketer, discuss how marketers can leverage design principles and professional tools to create visuals that are both effective and aligned with business goals. 

• The role of design in driving marketing outcomes
• Differences between art and design in business contexts
• Psychology and science behind effective visual communication
• Choosing between professional and consumer-grade design tools
• How AI is reshaping design roles and responsibilities

Time Stamps
00:40 - Introduction to the importance of design in marketing 
04:15 - Jim MacLeod's background and career journey 
10:30 - The science behind visual design and readability 
18:45 - Art vs. design: understanding the business purpose
25:00 - Tools: Pro software vs. consumer-grade platforms 
36:20 - The Visual Marketer book and its purpose 

Main Takeaways

• Design is not just about beauty—it's about guiding users to take specific actions.
• Art says something different to everyone; design says the same thing to everyone.
• Marketers must understand visual hierarchy and design principles to create effective content.

Subscribe and share this episode to help others bridge the gap between design and marketing. 

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

The episode explores how B2B professionals can strategically use LinkedIn to build authentic engagement, optimize their profiles, and leverage AI to enhance content creation and visibility. Lee Judge and guest Neal Schaffer dive into the nuances of LinkedIn's evolving features, including newsletters, carousels, and video, while emphasizing the importance of intentionality and audience alignment in content strategy. 

• Optimizing LinkedIn profiles for alignment with current goals and audience
• Using AI effectively for content creation and profile enhancement
• Best practices for LinkedIn newsletters and content formats
• Understanding engagement trends and algorithmic behavior
• Growth hacking and ethical considerations in LinkedIn outreach

Time Stamps
01:10 - Importance of LinkedIn for B2B professionals 
05:45 - Optimizing your LinkedIn profile 
4:30 - Using AI to improve LinkedIn content 
33:00 - The good, bad, and ugly of AI on LinkedIn 
46:20 - LinkedIn newsletters and content formats 
01:05:00 - Video content and algorithmic trends 
01:18:00 - Engagement decline and growth strategies 
01:30:00 - Neal’s books and final thoughts 

Main Takeaways

• AI should assist, not replace, your voice—context and training data are key to effective use.
• LinkedIn newsletters and carousels offer high engagement when content is platform-native and shareable.
• Engagement should be meaningful and aligned with your target audience, not driven by vanity metrics.

Subscribe to the podcast and share it with your network to help others master LinkedIn marketing. 

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

The episode explores how aligning sales, marketing, and product teams through a unified go-to-market narrative can drive better revenue outcomes and improve the customer experience. A. Lee Judge and Bruce Scheer discuss the importance of storytelling, internal alignment, and reducing friction in the buying journey to close more deals and retain customers. 

• Defining and aligning around a go-to-market strategy
• The power of a unified sales and marketing narrative
• Challenges in measuring marketing and sales effectiveness
• The importance of buyer experience and reducing friction
• Being audacious and innovative in marketing leadership

Time Stamps 
01:15 - Evolution of the podcast and guest introduction 
04:20 - Defining go-to-market strategy 
10:45 - Aligning internal teams through narrative 
18:30 - Measuring success and revenue alignment 
26:50 - The role of AI in research and decision-making 
33:10 - The need for audacity in marketing 
41:00 - The Value Pros mission and buyer experience 

Main Takeaways

• A strong, unified narrative aligns teams and drives better go-to-market execution.
• 59% of B2B buying decisions are influenced by the buying experience, not just the product.
• Pipeline equals permission—consistent results give marketers the freedom to innovate.

Subscribe, share the episode, and connect with Bruce Scheer and Lee Judge on LinkedIn for more insights. 

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

Data is the foundation of effective AI implementation in marketing. Lee Judge and Todd Ervin explore how clean, structured data enables AI to drive segmentation, buyer journey mapping, and campaign optimization. They also discuss the importance of building brand awareness, aligning marketing with revenue goals, and using AI to enhance research and content creation. 

• The critical role of clean data in powering AI for marketing
• Building brand awareness to drive top-of-funnel growth
• Creating dashboards and aligning metrics with revenue goals
• Understanding attribution models and sales cycles
• Using AI to accelerate research and content development

Time Stamps
00:00 - The Power of Data in AI & Marketing
00:41 - Host Introduction & Book Insights
02:27 - Recognizing Product Awareness Gaps at Primo Water
04:42 - Shifting Budget to Top of Funnel Awareness
07:04 - Connecting Awareness to Revenue & Gaining C-Suite Buy-In
08:02 - Measuring Brand Awareness: Tools & Strategies
11:19 - Tracking Brand Performance: Surveys, Sentiment, and More
16:36 - Building Effective, Cross-Functional Dashboards
19:57 - Attribution Models: First Touch vs. Last Touch
25:40 - Data Readiness for AI: Building the Foundation
28:23 - Using AI Internally & Delivering Value to Clients

Main Takeaways

• Without clean, structured data, AI cannot deliver meaningful insights or automation.
• Marketers must connect top-of-funnel awareness efforts to revenue to justify budget shifts.
• Start using AI internally to build organizational readiness before deploying it externally.

Subscribe and share this episode to help others align marketing, data, and AI for better results. 

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

The episode explores the evolving role of marketing in B2B organizations, emphasizing the need for marketers to take ownership of strategy, customer understanding, and collaboration with sales. Lee Judge and guest Mary Keough discuss the importance of customer-centric content, the limitations of attribution in modern marketing, and how marketers can adapt to AI and shifting buyer behaviors. 

• Differences in marketing strategies across industries and personas
• The evolving role of AI and the importance of foundational marketing skills
• Challenges with attribution and the rise of dark social
• Effective sales and marketing alignment and communication
• Clarifying and redefining account-based marketing (ABM)

Time Stamps
01:10 - Introduction to Mary Keough and her marketing background
06:45 - Marketing to engineers vs software buyers
15:30 - The role of AI and the value of human insight
25:00 - Attribution challenges and dark social
35:20 - Sales and marketing alignment strategies
45:00 - Redefining ABM and leadership's role 

Main Takeaways

• Marketing must take ownership of strategy and not rely solely on sales to drive initiatives.
• AI is a powerful tool, but it requires human expertise to ensure accuracy and relevance.
• True ABM success requires cross-functional alignment and leadership buy-in.

Subscribe and share this episode to help others improve their marketing and sales alignment. 

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

The episode explores how AI is reshaping the landscape of SEO and digital marketing, urging marketers to shift from traditional keyword strategies to relevance and intent-based content creation. A. Lee Judge and Dale Bertrand discuss the importance of building content that resonates with human audiences while adapting to AI-driven search environments, emphasizing the need for marketers to align their efforts with business outcomes rather than vanity metrics. 

• Transition from traditional SEO to future-focused, AI-driven strategies
• Importance of relevance and intent in content creation
• Challenges of aligning marketing metrics with business goals
• Building brand visibility in AI conversations and search everywhere optimization
• Educating leadership and adapting marketing roles to evolving expectations

Time Stamps
01:10 - Difference between content creators and business-focused marketers
04:30 - Introduction to future-focused SEO
10:15 - Shift from inbound marketing to AI-driven discoverability
18:45 - Importance of relevance in AI conversations
25:00 - Defining and targeting search intent
32:20 - Redefining quality vs quantity in content
40:00 - Metrics that matter in the AI era
50:10 - Educating leadership on new marketing KPIs
58:00 - Final thoughts on the evolving role of marketers 

Main Takeaways

• Marketers must shift from keyword targeting to intent targeting to stay relevant in AI-driven search.
• Vanity metrics like likes and traffic are less meaningful than customer acquisition and revenue impact.
• Marketing success now depends on educating leadership and aligning content with business outcomes.

Subscribe and share this episode to help others navigate the future of SEO and marketing. 

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - Content Monsta specializes in podcast production and innovative remote video production, empowering businesses to create professional content and achieve their marketing goals.