Content Amplified

Masset - Content Amplified

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Content Amplified is all about how to get more out of your marketing content. Each 15-20 minute episode gives you one new way to get more out of your marketing content. We interview industry experts to give you new perspectives and ideas that will level up your content like never before.Episodes are released weekly on Tuesday, Wednesday and Thursday.

4 days ago

How to build a marketing team when you're the first hire

Being the first marketing hire at a company means the strategy, the budget, and the doing all land on you at once. In this episode of Content Amplified, Bronwyn Pope, Vice President of Marketing & Communications at St. Croix Hospice, shares what she learned doing it twice: first at Special Olympics Minnesota about 20 years ago, then at St. Croix Hospice, where she joined as the first marcomm hire eight years ago. She walks through her first 90 days, including handing a graphic designer $3,000 and asking for a year's worth of templates so one person could look like a whole department. She explains how she justified her first hires by targeting roles that would pay for themselves immediately, why she loves hiring people smarter than she is, and the question she asks everyone on her team: what is the job you want eventually? She also tells the story of how letting people pivot across the team turned a front-desk employee with a law enforcement degree into her head of internal communications. If you are building a marketing function from scratch, or leading one through fast growth, this episode maps the road ahead. About Bronwyn Bronwyn Pope wanted to be a reporter from the time she was a child. She earned a degree in print journalism, worked at newspapers, and spent a year at the Associated Press before joining a big PR agency, where she discovered she loved the variety of writing for different clients. She has spent most of her career in healthcare marketing and has twice been the first marketing communications hire at an organization, first at Special Olympics Minnesota and later at St. Croix Hospice. Today she is Vice President of Marketing & Communications at St. Croix Hospice, where she has spent the past eight years building the team through a period of rapid growth. Show Notes Connect with Bronwyn on LinkedIn: https://www.linkedin.com/in/bronwyn-pope-4528b44/Text us what you think about this episode!
6 days ago

How to build growth content that actually moves buyers

Most content gets measured by whether it was consumed. Growth content gets measured by what happens next. In this episode of Content Amplified, Erin McReynolds, Vice President of Marketing at Fremont Bank, breaks down the difference between volume content (did they download the PDF?) and growth content (what did they do after?), then walks through her four pillars for making content matter to the business: contributing to pipeline, impacting revenue, shortening the sales cycle, and addressing objections. Erin explains how growth content creates, captures, and accelerates demand, why the fastest way to surface objections is to befriend the sales team and mine sales call transcripts, and which objections show up almost everywhere: long evaluation periods, confusion about value, and the internal "do we really need this" friction that ROI content can preempt. She also gives her honest take on AI: it makes production cheaper and faster, but it cannot talk to your sales team or build the system that moves buyers forward. Her advice for this month is simple: optimize your content for progress, not attention. If you have ever had to justify content's existence to the business, this episode gives you the language. About Erin Erin McReynolds is a career marketer of more than 15 years whose experience is in building brands and content systems that move business outcomes and contribute to growth. She is the Vice President of Marketing at Fremont Bank, one of the largest privately owned banks in California, where she built and launched both content marketing and social media marketing from scratch. There she leveled up the whole brand and created a content engine that is scalable and replicable. She loves talking about this stuff and is happy to help other marketers brainstorm what is next for their content teams. Show Notes Connect with Erin on LinkedIn: https://www.linkedin.com/in/erinmcreynolds/Erin's website: https://www.erinmcreynolds.comText us what you think about this episode!
6 Aug

Why a perfect five-star rating sells worse than a 4.2

A product with nothing but perfect reviews converts at about the same rate as one averaging 3.25 stars. In this episode of Content Amplified, Todd Caponi, author of The Transparency Sale and former CRO of PowerReviews, explains the research behind that number and what it means for how you market and sell. Todd walks through the study his team ran with Northwestern University: roughly 96% of buyers read reviews, 86% go looking for the negative ones first, and an average score between 4.2 and 4.5 is the sweet spot for conversion. He makes the case that naming what you give up to be great at your core speeds up sales cycles, raises win rates, and pre-qualifies leads before anyone fills out a form. Along the way he pulls from a 1910 sales book warning that "buyers know more nowadays," Arthur Sheldon's 1911 line that true salesmanship is the science of service, and the IKEA, Costco, and Slim Jim playbooks. If your messaging still says you are perfect at everything, this one will change how you write it. About Todd Todd Caponi is a longtime sales leader, speaker, and author who describes himself as equal parts passion and nerd. He was chief revenue officer of PowerReviews in Chicago, the engine behind the review collection and display on retailer sites, where the buyer-behavior research that became his first book was born. He has written three books, The Transparency Sale, The Transparent Sales Leader, and Four Levers Negotiating, and now teaches companies of all sizes how to turn transparency into a revenue advantage. He also keeps a sales museum in his house stocked with books, magazines, and artifacts from the late 1800s through the early 1900s, which fuels his solo show on the history of the profession. Show Notes Connect with Todd on LinkedIn: https://www.linkedin.com/in/toddcaponi/Todd's website: ToddCaponi.comThe Sales History Podcast (solo, no interviews, available on all platforms)Todd's books: The Transparency Sale, The Transparent Sales Leader, and Four Levers Negotiating (released January 27)Historical sources Todd quotes in the episode:Thomas Herbert Russell, Salesmanship Theory and Practice (1910)Arthur Sheldon, The Art of Selling (1911)Arthur Dunn, Scientific Selling and Advertising (1921)Text us what you think about this episode!
4 Aug

Why content doesn't close deals, conversations do

A brochure anyone can read out loud is not a sales asset, it is a crutch. In this episode of Content Amplified, Jason Gwilliam returns to explain why the conversation closes the deal and content exists to back it up. Jason walks through the "scrub sink story," the 30 seconds outside an operating room where a rep has to land three points and then leave something behind. He explains the difference between a rep who is comfortable and a rep who is ready, why he sends people back out the door if they cannot answer the how, the why, and the what from Simon Sinek's Start with Why, and how the 10,000 hour rule from Malcolm Gladwell's Outliers shows up in sales the same way it shows up in film study and rehearsal. He also gets specific about AI as game film: what he learned running video coaching back in 2018, how to program a tool to measure cadence and filler words, and why coaching only works when weakness is not punished. Listen if your team has plenty of collateral and still loses the room. About Jason Jason Gwilliam has spent 21 years in the healthcare and medical device space and has been a sales enablement practitioner and architect since 2008. He has sold for large companies including Philips, Abbott, and Siemens, and he makes the point that real enablement in med tech requires carrying a bag yourself so you understand what the field actually faces. He lives in King of Prussia, outside Philadelphia, and writes a notebook series on LinkedIn built around one idea: selling in 2005 is not the same as selling in 2026. This is his second appearance on the show. Show Notes Connect with Jason on LinkedIn: https://www.linkedin.com/in/jgwilliam1974/Start with Why by Simon SinekOutliers by Malcolm Gladwell (the 10,000 hour rule)"The Art of the Elevator Pitch," Harvard Business ReviewThe Challenger Sale research on what customers want: insight and differentiationText us what you think about this episode!
31 Jul

How to scale content with AI without losing your point of view

AI can produce a thousand blog posts. It cannot tell you what you believe. In this episode of Content Amplified, Rafael Moiseev, CMO at Customertimes and principal of the fractional CMO consultancy Apex Strata, explains how his team kept scaling content after losing their content manager, and why intention matters more than volume. Rafael breaks down "institutional memory," the practice of interviewing your internal experts for their point of view and their writing style, analyzing their past work, and recording every thought leadership event so the AI has something real to write from. He describes AEO as a bullet train where you either pop on or get left in the dust, and shares the play that has worked for him: research reports, including competitive ranking reports where he still gets cited as the source even when he is not ranked first. He also walks through a buyer journey he traced end to end, from an LLM answer to the report, to the website, to the form, to pipeline, using HubSpot and Microsoft Clarity. If you want AI content that sounds like your company and shows up in AI answers, start here. About Rafael Rafael Moiseev is the CMO at Customertimes, a global tech firm specializing in AI automation, end-to-end data solutions, and customer experience, where he has spent about five years. He is also the principal of Apex Strata, his own consultancy, where he handles marketing on a fractional CMO basis for emerging SaaS companies. Rafael believes AI is not going to replace people, it is going to replace people who do not use AI, and that the winning move is to pick a few topics you can genuinely prove out rather than trying to be everything to everybody. He is also blunt about the limits of marketing: he will not work for a company whose product he does not believe in, because marketers are not liars. Show Notes Connect with Rafael on LinkedIn: https://www.linkedin.com/in/rafaelmoiseev/Customertimes: https://customertimes.comApex Strata: https://apexstrata.comText us what you think about this episode!
30 Jul

Why AI is both the best tool and a mortal threat to creativity

Bruce Springsteen played years of small clubs to small audiences before he became the superstar AI can now rip off. In this episode of Content Amplified, Wesley Quock, who leads the brand experience team at ExtraHop, traces the three disruptions that reshaped creative work across his 30-year career: the move to digital, social media plus smartphones, and now AI. He explains how each one accelerated the devaluation and commodification of content until, as he puts it, we are all starting to be drowned in slop. Wes uses AI every day for research, copywriting, image creation, video, and campaign strategy, and still calls it a mortal threat to creativity, because a 14-year-old can now generate a scene in the style of Miyazaki without knowing what Miyazaki went through to build it. His counterweight is craft. He shares the one-word thesis assignment from art school that still shapes how he briefs creative work, why behind-the-scenes storytelling is the thing competitors cannot rip off, and how to brief AI tools the way you would brief a junior creative. Listen if you want a clear-eyed way to use AI without handing it your creative voice. About Wesley Wesley Quock has spent over 30 years in the creative realm, starting in small boutique design agencies doing branding work for banks and the Aspen Skiing Company, then moving into high tech for the last 26 years across both enterprise corporations and startups. Along the way he has done print design, event design, video production, and social media design, growing with whatever the industry needed from a creative standpoint. He is now about ten years into cybersecurity, leading the brand experience team at ExtraHop, where he owns creative and manages the web team, putting every brand channel under his purview. Wes believes AI is a genuine new medium in the hands of real artists, the way Photoshop never killed photography, but that creators have to hold onto storytelling, vision, and the unglamorous process behind the finished piece. Show Notes Connect with Wesley on LinkedIn: https://www.linkedin.com/in/wesley-quock/Wesley's company, ExtraHop: https://www.extrahop.comText us what you think about this episode!
29 Jul

How to get your marketing team out of the execution trap

Marketing teams do not fall into the execution trap because they are bad at their jobs. They fall in because they are so good at executing that every request lands on their desk. In this episode of Content Amplified, Melissa Geertz, Senior Vice President of Marketing at Gray, explains the execution trap: why most organizations only tap a fraction of marketing's expertise, and what it takes to climb out. Melissa breaks down how a broad skill set turns marketing into the company catch-all, why measuring sales quantitatively and marketing qualitatively creates an unintentional divide, and how a shared services model amplifies all of it. She makes the case for a dedicated, business-facing role that thinks and acts like an account executive, not to do the work, but to be the bridge that unlocks the rest of the team. She also walks through the difference between executing a request for a video and asking what problem the business is actually trying to solve, and why the phrase "marketing needs a seat at the table" drives her crazy. If your team is stuck taking orders, this conversation gives you the first structural move and the patience to make it stick. About Melissa Melissa Geertz has spent about twenty-five years in marketing, but her career started in broadcast news, which gave her a foundation in storytelling and communication. She left it because that kind of storytelling felt transactional and kept her at a distance from people, and she wanted to build something longer term. Much of her career since has been spent leading enterprise shared services marketing organizations, where one team supports multiple businesses under a parent structure, a model she finds fascinating because it constantly challenges how you demonstrate marketing's strategic value. She is now Senior Vice President of Marketing at Gray, a 65-year-old design-build firm that began as a small family-owned construction company in rural Kentucky and now engineers, builds, and automates industrial facilities across North America with roughly 30 offices and 2,000 team members. Show Notes Connect with Melissa on LinkedIn: https://www.linkedin.com/in/melissageertz/Text us what you think about this episode!
28 Jul

How to use AI for content without failing the sniff test

Readers can smell AI writing in one line, and once they do, they never give the content a second chance. In this episode of Content Amplified, Lexi Croisdale, Director of Global Content at Varonis, maps out where content teams should sit on the spectrum between fully automated production and fully human writing. Lexi explains why the sniff test is really an authenticity test, why marketers are now stripping dashes out of their own style guides, and how she pushes back when leadership hands the team a Claude Enterprise account and asks for a 10x return. Her answer is to point AI at the admin work instead of the first draft: trained agents that turn meeting transcripts into recurring notes, and a reporting project that takes CSV exports from every channel and returns the monthly report already formatted the way leadership wants to read it. She also makes the case that if a company expects you to use AI, it should pay for you to learn it, and that the strongest human signal a brand has is its own employees with their own bylines. Listen if your team is being asked to produce more without sounding like a machine. About Lexi Lexi Croisdale started her career in journalism and left it when she realized she wanted work that evoked emotion rather than reporting the doom and gloom. She moved into marketing and repeatedly raised her hand to own video and social at organizations that had nobody accountable for either, which is how she became what she calls a visual storyteller. She is now Director of Global Content at Varonis, a cybersecurity company where she runs a human-centric content strategy built on subject-matter-expert bylines rather than a single corporate voice. Lexi believes brands should put less pressure on the logo and more support behind employees building their own personal brands. Show Notes Connect with Lexi on LinkedIn: https://www.linkedin.com/in/alexiscroisdale/Text us what you think about this episode!

Content Amplified is all about how to get more out of your marketing content. Each 15-20 minute episode gives you one new way to get more out of your marketing content. We interview industry experts to give you new perspectives and ideas that will level up your content like never before.Episodes are released weekly on Tuesday, Wednesday and Thursday.

Creator

Masset - Content Amplified
Years Active

2023 - 2026
Episodes

491
Rating

Clean
Copyright

© 2026 Content Amplified
Show Website

Content Amplified