The Content Cocktail Hour

"Now more than ever, personalizing content experiences, personalizing marketing, showing people that you know them, and making sure that the stuff that you put out couldn't have been put out by anyone else is critical," says Jeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuse
In this episode of The Content Cocktail Hour, Jeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuse, talks about how marketers can create standout content by combining AI-driven insights with human creativity. We also discuss why understanding your audience is more critical than ever in the age of AI and discuss how content quality is evolving with emerging technologies.

In this episode, you’ll learn

1. The cost of building and commoditizing AI
2. Why personalizing your content and demonstrating a deep understanding about your audience can make all the difference in content creation and marketing
3. Insights on MarTech and how this can influence content creation, quality, and strategies in the future

Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffcoyle/Check out MarketMuse:https://www.marketmuse.com/

Timestamps(00:00) Intro(09:04) Pros and cons of being an early AI adopter(16:50) The cost of building AI tech, Commoditizing AI(17:34) How content quality will evolve as we adopt new tech(23:07) Good or bad, all content matters(24:07) If you’re a good writer, you’re the most important person in the room(29:33) OpenAI’s path to a trillion-dollar future

“I don't think AI is gonna replace content managers and people who are coming up with the ideas and actually fleshing them out, especially in B2B," says Jeremy Collier, Content Marketing Manager at ActiveCampaign

In this episode of The Content Cocktail Hour, Jeremy Collier, Content Marketing Manager at ActiveCampaign, talks about how AI and innovative SEO strategies are shaping the future of content marketing. Jeremy also takes us along on his inspiring career journey, from his early days as a video game tester to his current role at ActiveCampaign. He also explains the power of incorporating emotional appeal into B2B content, and how his team at ActiveCampaign approaches content creation.

In this episode, you’ll learn:

1. Using AI for research, outlines, and drafting, especially for listicles and experiments
2. The importance of personal connection in B2B marketing to enhance engagement
3. Adapting to SEO changes and search behavior to maintain content visibility

Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeremy on LinkedIn: https://www.linkedin.com/in/jeremycollier2011/Check out ActiveCampaign: https://www.activecampaign.com/

Timestamps:(00:00) Intro(05:17) The rise of generative AI in content marketing(10:04) Content marketing process at ActiveCampaign(12:13) Adapting to keyword shifts and search engine evolution(16:22) Jeremy's career path from video games to marketing(18:49) How to break into content marketing(20:47) Emotion in B2B marketing

"Right at the point when you're feeling exhausted and really bored about promoting a piece of content is right when the market is actually starting to see it," says Adam Sockel, Content Marketing Lead at Orum
In this episode of The Content Cocktail Hour, Adam Sockel, Content Marketing Lead at Orum, talks about the world of content creation and strategy, revealing why he believes the key to memorable content is to be "anything but boring." Adam shares how he navigates the relationship between sales and marketing to the practicalities of running large-scale surveys. He also discusses the importance of maintaining a cohesive brand voice and the real power of proprietary data in content marketing.
In this episode, you’ll learn:

• The value of being memorable over being flawless
• How to ensure that your sales development team is consistently aligned with your content strategy
• Investing in unique, proprietary data can deliver extraordinary ROI

Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Adam on LinkedIn: https://www.linkedin.com/in/adam-sockel/Check out Orum: https://www.orum.com/
Timestamps:(00:00) Avoiding apathy in marketing strategy(05:38) The impact of centralized customer marketing on sales(12:52) How to create and measure content success(23:07) Why outbound is not dead

“Your biggest opportunity is your existing content. Keep optimizing it and making it better,” says Salvatore Surra, Director of SEO & Content at Seamless.AI

In this episode of The Content Cocktail Hour, Salvatore Surra, Director of SEO & Content, talks about his top strategies for creating high-impact, SEO-rich content that stands out in a sea of AI-generated content. He walks us through how SEO and search engines have evolved over the years and explains why quality content is still more valuable than quantity. 

Sal also highlights the invaluable role of the human touch in the writing process, showing how it can help improve search rankings while ensuring your brand’s voice remains genuine, relatable, and uniquely human.
In this episode, you’ll learn:

• The evolution of SEO strategies and search engines through the years
• How to blend automation with human creativity in content writing
• Real-world content and SEO strategies that works in today’s AI-powered world

Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Sal on LinkedIn: https://www.linkedin.com/in/salsurra/Check out Seamless.AI: https://seamless.ai/home

Timestamps:(01:29) Why optimizing existing content is your biggest opportunity(10:17) The changing landscape of SEO(18:21) How Seamless.AI boosted SEO with quality content(21:29) The value of the “human touch” in content writing(22:14) How to re-optimize your existing content(27:01) AI for efficiency, not creativity

"We try to do as much as we can to really elevate customer voice and let the customer voice do the talking for us, which is something that we suggest companies do," says Kristi Gamboni, Sr. Integrated Marketing Manager at TrustRadius
In this episode of The Content Cocktail Hour, Kristi Gamboni, Senior Integrated Marketing Manager at TrustRadius, shares her insights on creating impactful B2B marketing content that effectively engages audiences without breaking the bank. Kristi talks about leveraging user-generated content, the importance of non-promotional, thought-out content, and innovative approaches like the 'Reviews After Dark' project. She also highlights the significance of brand awareness and cost-effective strategies in both physical and virtual events, advocating for creative and lean marketing practices to enhance brand visibility and engagement.

In this episode, you’ll learn:

• The importance of creating non-promotional, thoughtful content to engage audiences 
• Whether it's a high-profile event or a lean, strategic initiative, maximizing exposure can be achieved on any budget
• Success in social media and events often comes down to the power of collaboration 

Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Kristi on LinkedIn: https://www.linkedin.com/in/kristigamboni/Check out TrustRadius' website: https://www.trustradius.com/
Timestamps:(00:00) How to create non-promotional content that engages(02:50) TrustRadius’ use of software reviews for B2B content success(05:58) The power of events in marketing(10:11) How to measure success in content and events(15:03) Inside TrustRadius’ 'Reviews After Dark' series(19:52) How to make a big impact on a small budget

"If you build that brand trust, everything else is going to start to follow," says Carol Howley, Chief Marketing Officer at Exclaimer
In this episode of The Content Cocktail Hour, Carol Howley, CMO at Exclaimer, discusses the essential role of brand and content in B2B marketing. Drawing from her extensive experience in both demand generation and brand marketing, Carol highlights how Exclaimer navigated a challenging market to double its ARR in two years. She and Adam explore the strategic value of rebranding, building trust, and balancing brand with demand. Carol also addresses the evolving role of content in marketing and shares insights into the underinvestment in brand due to its historically difficult ROI justification.

In this episode, you’ll learn:

• Content drives both brand and demand generation, powering all marketing efforts
• Building trust and emotional connections boosts buyer confidence and long-term success
• Gathering insights through tools, events, and community refines your strategy for better results

Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Carol on LinkedIn: https://www.linkedin.com/in/carolhowley/Check out Exclaimer: https://exclaimer.com/

Timestamps:(00:00) How Exclaimer doubled ARR with brand and demand strategy(04:02) Balancing brand and demand(06:55) The importance of brand investment(10:31) Content as the foundation of marketing(15:02) The rebranding journey at Exclaimer

"It's that fun balancing act of which one do we want to succeed versus which one is succeeding? And then taking a look and saying, do we need to promote more the one that we want to succeed?" says Matt Lyman, VP of Demand Generation at LeanData
In this episode of The Content Cocktail Hour, Matt Lyman, VP of Demand Generation at LeanData, draws from his diverse background in marketing, project management, and theater to enhance his demand generation and brand-building strategies. We talk about his controversial views on Marketing Qualified Leads (MQLs), discussing why they shouldn’t be the primary KPI, and the role of actionable playbooks in event management. Matt also share his insights on balancing demand generation with brand integration, highlighting effective content strategies, repurposing, and customer engagement.

In this episode, you’ll learn:

• Use MQLs as signals, not primary KPIs. Focus on leads, account interactions, pipeline, and revenue for better performance tracking.
• Efficient demand generation boosts brand visibility, and strong branding enhances demand efforts. Both should work together seamlessly.
• Continuous iteration and repurposing of content, informed by data, can significantly improve engagement. Try different formats to see what resonates best.

Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattlyman/Check out LeanData’s website: https://www.leandata.com/
Timestamps:(00:00) How brand and demand gen work together for business growth(03:25) LeanData's approach to efficient marketing(13:43) The synergy between brand and demand generation(18:22) The importance of content in deal cycles(19:28) How to repurpose content for better engagement(23:24) Leveraging playbooks for strategic positioning(25:13) Why MQLs aren't dead in B2B marketing

"I think one of the misconceptions around research is that it's got to be this long, formalized process that takes months and maybe a lot of budget. And I think that just kind of scares people away from the idea, or at least makes it something that you just want to put off indefinitely," says Clay Ostrom, Founder and Brand Strategist at Map & Fire
In this episode of The Content Cocktail Hour, Clay Ostrom, Founder and Brand Strategist at Map & Fire, talks about the importance of customer research, debunking myths about it being costly or time-consuming, and shares practical examples from his career. He shares his insights on why external perspectives are crucial for effective brand positioning and discusses the value of "how-to" content in engaging audiences. Plus, we talk about practical applications of Artificial Intelligence in business, specifically how AI can optimize narrow, binary tasks.

In this episode, you’ll learn:

• Create "how-to" content tailored to specific job functions to boost engagement and click-through rates
• Utilize external consultants for brand positioning to overcome internal biases and gain deeper insights
• Begin with targeted customer research to shape content and positioning strategies efficiently

Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Clay on LinkedIn: https://www.linkedin.com/in/clayostrom/Check out Map & Fire: https://mapandfire.com/

Timestamps:04:46 Boosting your brand with celebrity endorsements09:20 The crucial role of research and customer understanding17:39 Insights from diverse brand research19:24 The impact of AI on marketing24:30 Effective B2B content strategies27:50 The Importance of external perspective

"And through that phase really saw the power of what happy users and customers can bring the organization in terms of growth and effective and efficient growth," says Jeff Reekers, Co-Founder and CEO of Champion.

In this episode of The Content Cocktail Hour, Jeff Reekers, Co-founder and CEO of Champion, shares his journey as a marketer turned CEO. Jeff discusses his unique insights on customer-led growth, the journey from 1 to $150 million in revenue at Aircall, and the power of happy customers in driving business growth. We also explore the concept of "growth hacks" and why Jeff believes they're often just good marketing rebranded. Plus, Jeff reveals how Champion is revolutionizing customer marketing by making it a strategic part of organizations. 

In this episode, you’ll learn:

• The critical importance of focusing on customer experiences for sustainable growth
• Building genuine relationships with customers can provide exponential returns, such as referrals and long-term loyalty
• Using AI to centralize customer marketing, quickly identify happy customers, and engage them at the right time

Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffreekers/Check out Champion’s website: https://www.championhq.com/Check out Champion’s LinkedIn: https://www.linkedin.com/company/champion-hq/

Timestamps:(00:00) Leveraging customer satisfaction for business growth(04:43) How to cultivate a customer-focused culture(08:15) Building an effective referral program (09:28) Reevaluating customer attribution metrics(15:42) How to scale customer marketing(16:49) Utilizing AI to engage customers effectively(21:33) Debunking growth hacks labeled as marketing tactics

"In the era of AI, video is where you can be more human. We advocate that AI always needs a human handler. The role that video plays in modern marketing is crucial; it allows for natural, engaging human-to-human connections," says Lindsay McGuire, Associate Director of Content and Campaigns at Goldcast.
In this episode of The Content Cocktail Hour, Lindsay McGuire, Associate Director of Content and Campaigns at Goldcast, shares her insights on the challenges and opportunities of marketing to marketers, drawing from her experience in both tech and content marketing. We talk about the evolving landscape of video marketing and discuss why it's crucial for companies to embrace webinars and virtual events as part of their broader content strategy.
Lindsay also shares her unconventional views on SEO practices like cold outreach link building and why she believes it might be time to rethink our efforts there. Plus, we explore how Goldcast has transitioned from a virtual events platform to a comprehensive video platform, enhancing the way marketers leverage video across the customer journey.
In this episode, you’ll learn:

• How to harness the full potential of virtual events and webinars by repurposing them into valuable video content
• From improving brand recall to creating more human connections, video content outperforms text-based content
• Leveraging your deep understanding of the marketer persona to create impactful content that resonates

Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Lindsay on LinkedIn: https://www.linkedin.com/in/lindsayladeroute/Check out Goldcast: https://www.goldcast.io/

(00:00) The Strategic shift of Goldcast(07:24) How to leverage video in marketing strategies(10:30) Important tools and tips for video content(15:10) Measuring success in video marketing(22:18) Challenges of marketing to marketers(26:01) Why cold outreach link building is inefficient and unnecessary