The Content Brief

This week, we're revisiting the episode featuring Marcus Sheridan. The show is back with a new episode on April 2nd.

Sometimes, the simplest changes in a mindset or approach can make the biggest difference in improving your content strategies. However, the barriers that often block content improvements come from inside a business.

Today's expert has some answers.

Marcus Sheridan is a world-renowned keynote speaker, communication expert, digital marketing consultant and author of the revolutionary book They Ask You, Answer.

Marcus's website - https://marcussheridan.com/

His company - https://www.impactplus.com/team/marcus-sheridan

LinkedIn - https://www.linkedin.com/in/marcussheridan/

His Book - They Ask, You Answer

Matt Locke, Director at StoryThings, joins us to discuss the epidemic of uninspired content marketing and how businesses can create truly distinctive thought leadership.

Matt brings decades of experience from his BBC and Channel 4 background to explain why so much content fails to resonate with audiences.

He reveals practical strategies for escaping the zombie-like repetition plaguing corporate content strategy, including frameworks to help you deliver real value that resonates with audiences.

Matt on LinkedIn - Matt Locke

Company Website - Storythings.com

Social Post - How to Avoid Generic Thought Leadership Disease

In this episode, book coach and business advisor Jackie Lane reveals why writers shouldn't fear AI but should instead take agency over how they use it.

As the founder of the HII (Human Intelligence and Imagination) Project, Jackie shares insights from both sides - as someone who actively uses AI while also championing the irreplaceable value of human creativity.

Jackie explains her helpful approach to setting AI boundaries and shares surprising discoveries from interviews, writers, and clients. She also reveals why writers shouldn't worry about their jobs and what they can do instead.

Whether you're a content creator or an aspiring author looking for some assurance and guidance, this conversation offers fresh perspectives and ideas for an AI-obsessed era.

LINKS:

On LinkedIn - Jaqui Lane

Jaqui's website - The Book Advisor

Article - The Hii Project

Do you think social media can't really be "social" because people won't care or you don't work for a sexy brand?

In this episode, John Gonzalez from the Northeast Ohio Regional Sewer District shares how his team transformed their utility's social media from basic announcements into engaging conversations that changed how people view infrastructure.

John reveals how they found their voice and explains their strategy of balancing humor, humanity, and humility in utility communications. We'll also hear stories about how they successfully joined conversations their community was already having.

Whether you work in utilities, government, or any stereotypical "unsexy" industry, this conversation offers practical insights on how to break free from corporate communications' limitations and build meaningful relationships with your audience.

On LinkedIn - John Gonzalez

Social Media Page - Northeast Ohio Regional Sewer District

We know that internal communication can impact external communication (content marketing), but can content strategies improve internal communication and company culture?

Communications expert and strategist Kristin Quiroz Bayona is here to explain how social media, video, and podcast strategies can be applied internally.

Like humanized content, she'll explain why authenticity matters more than "safe" templated messaging and how to measure the real impact of employee communications.

Plu.s, you'll learn how two-way communication, multi-channel content, and innovative ideas can build stronger company cultures.

Linkedin - Kristin Quiroz Bayona

Kristin's website - KristinQuirozBayona.com

In this episode, Marketing Communications and AI expert Dan Nestle joins us to discuss how businesses can apply everything we've learned about AI in content marketing to their 2025 strategies.

Dan shares insights on avoiding the dull content from over-relying on AI and discusses how to use it as a partner rather than a replacement.

We also talk about what Claude does better than ChatGPT and how Notebook LM can be an asset for podcast content.

Plus, we cover some of the implications of content audiences' changing attitudes and how that impacts opportunities to gain competitive advantages.

Whether you're a content creator, marketing leader, or business owner, join us for a conversation designed to help you incorporate AI into your content strategy in 2025.

Dan's website - Be Inquisitive

Social Media - Dan Nestle

Dan's Podcast - The Trending Communicator

Ted Lasso isn't just a heartwarming comedy series - it's packed with powerful lessons about leadership, company culture, and communication.

These factors can make or break a company's culture, content success and audience reputation.

Nick Coniglio and Marnie Stockman are successful tech entrepreneurs and big Ted Lasso fans who have written a book called Lead It Like Lasso.

It features a comprehensive dive into the show's themes of people, culture, communication and leadership and applies them to real-life settings—like your business.

For example:

• Why the "Believe" sign demonstrates how core values need more than words on a wall
• How transparent communication turns challenges into opportunities to build trust
• How to create your own Diamond Dogs as a support network
• Why different leadership styles (from Roy Kent to Rebecca Welton) can all drive success
• How authentic communication builds stronger teams and customer relationships

Even if you're not a Ted Lasso fan, you'll discover practical insights about leadership that work in any boardroom, classroom, or living room.

Get the book - Lead It Like Lasso

Visit the website - LeadItLikeLasso.com

I'm one of those guys who can incorporate pop culture references into just about anything, but today, I'll be linking them to marketing, content and audience.

Pop culture can put marketing concepts in a fresh context that resonates in unique and meaningful ways. Today's examples include:

• How Miracle of 34th Street teaches a powerful lesson about brand attitudes and consumer behavior
• How The Truman Show demonstrates the disconnect between corporate speak and human connection
• What Coming to America's Randy Watson teaches us about social media
• Why Ted Lasso's and Roy Kent's communication styles tell us about self-awareness
• What Emperor Palpatine reminds us about copywriting

Even if you haven't seen one of these movies or TV episodes, these pop culture moments offer fresh perspectives on creating content that truly connects with your audience.

Professional photos can be the deciding factor when clients choose between experts. John A. Demato, a visual storytelling expert who works with speakers, authors, and consultants, explains why authentic photos can be a real game-changing difference-maker for their business.

Today, he'll share how strategic photography builds meaningful and impactful connections with your audience.

You'll learn:

• Why stock photos and generic poses are disrupting business opportunities
• How to think strategically about photos before the camera comes out
• Why being "camera ready" matters less than you think
• The key differences between smartphone snapshots and professional event photography
• Why your everyday business moments make compelling visual stories
• Why professional photos are an investment in relationship-building, not just marketing

Even if you think your business isn't "visual enough" for professional photography, today's show reveals how professional photos can improve how potential clients perceive and connect with you.

John's website - www.JohnDemato.com

On Linkedin - John A. Demato

While finding the right language is always a challenge in content marketing, some industries get stuck using the same words. In the higher education industry, it can be words like "student-centric."

Brian Piper is the Director of Content Strategy and Assessment at the University of Rochester and the author of Epic Content Marketing for Higher Education.

Today, we'll discuss the challenges and solutions around creating content that connects with today's prospective students and essential audiences, including:

• Why generic buzzwords are killing your message (and what to say instead)
• How to tap into your best marketing resource – the students already on your campus
• Smart ways to make online students feel like part of your community
• How insightful content like podcasts can change minds about higher education and reach multiple audiences
• Why playing the long game in content marketing pays off (and how to measure it)

Even if you're not a student, staff member, or university faculty member, today's show offers some excellent content marketing insights that are valuable for all content marketers.

Brian's website - www.BrianWPiper.com

Brian's Book - Epic Content Marketing for Higher Education

Brian on LinkedIn - Brian Piper

Brian's Podcast - AI for You