Content Amplified

Masset - Content Amplified
  • 5.0 (4)
  • MARKETING
  • UPDATED DAILY

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. 

  1. What does your brand actually do for customers—and why that matters more than you think?

    19H AGO

    What does your brand actually do for customers—and why that matters more than you think?

    Every click and conversion tells a story, but it's not the full story. Greg Silverman unpacks the hidden role your brand plays in customer decisions—and why ignoring it costs you revenue and long-term growth. Performance marketing wins every metrics battle. But when brands invest in understanding their actual role in the buying journey, performance improves dramatically. Greg reveals the gap between what moves a deal today and what shapes preference over time—and the research framework that reveals which is which. What you'll learn in this episode: - Why performance marketing metrics blind you to the deeper role your brand plays in customer decisions - Discrete choice modeling: the proven research technique to quantify whether your brand enables solutions or creates affinity (and why it matters) - How to move from optimizing for clicks to mapping your brand's hierarchy of importance in customer buying decisions - The shift from A/B testing individual features to understanding which perceptions of your brand move the needle against competition - Why the best performance marketing result is when brand strength improves—because it carries more weight for campaigns - How to pair quantitative metrics (clicks, conversions, ARR) with qualitative listening to stay ahead of customers' evolving needs  Guest Bio Greg Silverman is Global Director of Brand Economics at Interbrand (recently Interbrand's Global Brand Economics Leader). His career spans retail, franchising, and software, giving him decades of perspective on how brands influence customer behavior. He specializes in brand measurement, purchase driver research, and discrete choice modeling—frameworks that extract the true value brands contribute to business outcomes. Greg leads work on Interbrand's Top 100 Brands research and believes the broken watch—solving what customers actually need, not what you can build—is the foundation of any brand that lasts. Reach him on LinkedIn. Text us what you think about this episode!

    17 min
  2. How do you connect content creation to actual pipeline and revenue growth?

    1D AGO

    How do you connect content creation to actual pipeline and revenue growth?

    Most marketers create content and hope it moves deals forward. Katerina Maerefat shows you the exact system to prove it does—then build more of what works. Content becomes powerful the moment you stop treating it separately from your revenue funnel. In this episode, Katerina walks through how to map content performance to pipeline stages, identify which pieces actually influence closed deals, and use that data to shape your next creation priorities. What you'll learn in this episode: - How to structure pipeline metrics that reveal which content types drive closed opportunities - Why "aligning on business objective first" changes which content you build and how you measure it - The content mapping exercise: cataloging type, format, and funnel position to spot gaps worth filling - How to identify white space opportunities by analyzing funnel velocity across industries and personas - Building a cross-functional operations committee to align marketing, sales, and CS on shared initiatives - Why senior alignment on OKRs cascades into bottom-level execution on content that actually moves revenue Guest Bio Katerina Maerefat is VP, Growth Marketing at Mediafly. With 15 years of marketing experience—13 of them in PE-backed B2B SaaS companies—she has built growth functions across oil and gas, e-learning, supply chain risk, and revenue enablement. Her career evolved from marketing generalist to specialist in growth marketing, marketing operations, analytics, and marketing technology. She brings both the metrics-driven precision that shapes strategy and deep respect for the craft of content creation. Katerina connects with peers on LinkedIn. Text us what you think about this episode!

    15 min
  3. How Can SMBs Build a Go-To-Market Strategy Without Enterprise Budgets or Tools?

    5D AGO

    How Can SMBs Build a Go-To-Market Strategy Without Enterprise Budgets or Tools?

    Most SMBs believe they need expensive tools, massive teams, and enterprise playbooks to build a real go-to-market engine. Launa Rich disagrees—and she explains why the best strategies often start with far less. In this episode of Content to Close, (our bonus Content Amplified Friday episodes!) Launa shares how smaller companies can drive real revenue with a clear brand, authentic partnerships, and systems that work long before expensive tools enter the picture. From “baby leads” to signal-based outreach, she breaks down the practical moves that actually move pipeline for SMBs trying to compete with bigger players.   If you’re building GTM with limited budget, limited headcount, and a lot of pressure to deliver results—this conversation is for you. What you’ll learn in this episode: Why brand clarity should come before any GTM tool or tech stackThe warning signs that your sales and marketing tools are creating noise instead of revenueHow SMBs can generate pipeline through partnership ecosystems and community relationshipsWhat Launa calls “baby leads” and why they matter more than traditional lead generationHow small teams can break down silos between sales and marketingWhy SMBs should test processes manually before investing in enterprise toolsThe right way to use AI for credibility and signals—not noiseGuest Bio Launa Rich is a sales enablement and go-to-market strategist with more than 18 years of experience in technology services sales. She has worked across evolving sales environments since the early 2000s and has seen firsthand how modern GTM strategies have shifted toward credibility, trust, and signal-based outreach.   Launa recently launched Secure Quota, where she provides fractional sales enablement and go-to-market guidance for companies navigating complex enterprise-style sales motions—without enterprise-level budgets. Her work focuses on helping organizations build practical systems that connect brand, marketing, and sales into a revenue-generating engine. Connect with Launa: LinkedIn Text us what you think about this episode!

    17 min
  4. How Can You Build a Scalable Thought Leadership Engine Using 15-Minute Employee Interviews?

    6D AGO

    How Can You Build a Scalable Thought Leadership Engine Using 15-Minute Employee Interviews?

    What if your company already has dozens of thought leaders—you just haven’t unlocked them yet? In this episode, Laura Pursley shares how a simple interview process helped transform internal expertise into a scalable content engine. Instead of relying on one or two visible leaders, Laura’s team built a program that taps into engineers, product experts, customer success leaders, and others across the company. The result: a steady stream of authentic thought leadership powered by real conversations—not complicated production. A 15-minute interview can generate multiple pieces of content, from LinkedIn posts to blogs to short-form videos. And the best part? The experts only need to show up and talk.   If you’re looking for a practical way to scale content without burning out your marketing team—or your subject matter experts—this episode outlines a model that works. What you’ll learn in this episode: Why relying on one or two visible thought leaders creates long-term riskHow to identify hidden experts across your organizationA simple framework for running 15-minute SME interviews that generate multiple assetsHow one short interview can turn into 5–10 pieces of marketing contentWhy authentic, lightly produced video often outperforms polished contentHow short-form clips are driving the most engagement across platformsHow employee amplification on LinkedIn expands reach without requiring everyone to create original contentPractical ways to launch a thought leadership program without overwhelming your teamAbout Laura Pursley Laura Pursley is the Senior Marketing Director at US Signal, where she leads marketing strategy focused on turning complex technology solutions into clear, valuable content for customers. With more than 20 years of experience in marketing—primarily across IT, healthcare technology, and cybersecurity—Laura specializes in translating technical expertise into stories and insights that help audiences understand and solve real problems. At US Signal, she developed a scalable thought leadership program that captures expertise from across the organization and turns it into a steady stream of content, helping the company expand its reach while showcasing the people behind its solutions. Connect with Laura: LinkedIn US Signal Text us what you think about this episode!

    17 min
  5. How Can Marketers Turn Internal Knowledge Into Better Content and Strategy?

    MAR 11

    How Can Marketers Turn Internal Knowledge Into Better Content and Strategy?

    What if your best marketing asset isn’t another campaign—but the knowledge already sitting inside your company? In this episode, Katie Robinson shares how a simple effort to organize project data evolved into a firm-wide knowledge management program that transformed marketing, improved proposals, accelerated employee development, and even reduced insurance premiums. What started with binders on a closet floor eventually became a strategic advantage for the entire firm.   Katie explains how marketing and knowledge management can work together to unlock better storytelling, stronger positioning, and smarter strategy. The lesson is simple but powerful: when your data and expertise are accessible, marketing becomes proactive instead of reactive. What you’ll learn in this episode: Why marketing and knowledge management should work together inside a firmHow organizing internal data can dramatically improve proposals and marketing materialsA simple way to start capturing institutional knowledge—even with basic tools like ExcelHow one firm increased usable project data from 20% to over 95%Why assigning “data managers” to projects improved both accuracy and employee developmentHow better data can unlock proactive marketing instead of reactive marketingWhy storytelling becomes stronger when you combine beautiful visuals with real performance dataHow internal data ended up benefiting departments far beyond marketingAbout Katie Robinson Katie Robinson is the Chief Marketing Officer at LS3P, an architecture, interiors, and planning firm with offices across the Southeast United States. With more than two decades at the firm, Katie has helped guide LS3P through significant growth while building innovative systems that connect marketing, knowledge management, and business strategy. Her work focuses on capturing the knowledge inside the firm—project data, performance metrics, and team expertise—and turning it into compelling stories that resonate with clients and strengthen the firm’s competitive position. Katie oversees both the marketing and knowledge management teams at LS3P, enabling the firm to combine data, insight, and storytelling in a way that helps projects stand out long before the proposal stage. Connect with Katie: LinkedInLS3P WebsiteText us what you think about this episode!

    20 min
  6. How Do You Create B2B Content Customers Actually Care About Instead of a “Glorified Pamphlet”?

    MAR 10

    How Do You Create B2B Content Customers Actually Care About Instead of a “Glorified Pamphlet”?

    Most B2B content fails for a simple reason: it talks about the company instead of the customer.  In this episode, Nick Centera explains how great marketers find the intersection between what the business wants to say and what customers actually care about—and why anything else turns into what he calls a “glorified pamphlet.”   Nick shares a practical approach for uncovering real customer insight, mapping it to the buyer journey, and turning features into stories that people remember. We also explore the emotional side of B2B marketing—something many teams ignore even though every purchase still comes down to people making decisions. If your content feels busy but not effective, this conversation will help you rethink how you plan, structure, and tell better marketing stories. What you’ll learn in this episode: Why most B2B content fails when it focuses on the company instead of the customer How to find the intersection between business goals and customer needsPractical ways to capture the voice of the customer (even in complex industries)How to map content across the buyer journey—from awareness to decisionThe difference between listing features and communicating real benefitsWhy emotional connection still matters in high-value B2B dealsHow storytelling principles from filmmaking can strengthen marketing contentA simple test to ensure your content answers the most important question: “Why should the customer care?” About Nick Centera Nick Centera is a marketer in the renewable energy sector who focuses on using storytelling to connect complex industries with the people they serve. Before entering marketing, Nick worked in film and production with the goal of becoming a cinematographer. That background in storytelling now shapes how he approaches marketing—especially in technical B2B environments. Over the past decade, he has built marketing strategies that combine customer insight, narrative structure, and business goals to create content that resonates beyond product features. Nick also hosts the Renewable Storytellers podcast, where he speaks with leaders across the utility-scale energy space about the people and stories powering the industry. Connect with Nick: LinkedIn Podcast – Renewable Storytellers Qcells EPC Text us what you think about this episode!

    21 min
  7. How Should You Balance Brand and Demand to Drive Real Revenue?

    MAR 5

    How Should You Balance Brand and Demand to Drive Real Revenue?

    Should marketing focus on brand or demand? That question has sparked more debate in boardrooms than almost any other marketing topic. But what if the premise is wrong? In this episode of Content Amplified, Benjamin Ard sits down with Filippa Noghani — global marketing leader, former first marketing hire at multiple startups, and builder of international teams across the U.S., Europe, and Latin America — to unpack how brand and demand actually work together. Filippa has built marketing functions from the ground up in SaaS, fintech, and IT consulting. She’s led global teams. She’s navigated seed-stage uncertainty and billion-dollar enterprises. And through experience, wins, and failures, she’s learned one critical lesson: brand and demand are not competing forces. They are coordinated levers. This conversation breaks down how to structure teams, align marketing to revenue, use conversion signals wisely, and invest in both long-term brand equity and short-term pipeline — without falling into false trade-offs. If you’re tired of the “brand vs. demand” debate, this episode will help you reframe it. What you’ll learn in this episode: Why separating brand and demand too rigidly can hurt performanceHow brand credibility directly improves demand conversionThe difference between go-to-market content and broader brand positioningHow to structure global marketing teams around revenue contributionWhy opportunities — not just MQLs — should anchor KPIsHow to evaluate signals and shut off underperforming spend quicklyWhen startup-stage marketing requires different success metricsHow to align marketing and sales around shared opportunity goalsAbout Filippa Noghani Filippa Noghani is a global marketing leader with over 20 years of experience building marketing functions from the ground up across SaaS, fintech, and IT consulting organizations. Originally from Sweden and based in New York for nearly two decades, Filippa began her career in marketing and graphic arts before moving into high-growth startups as a first marketing hire. She has led marketing through seed and Series A stages and later scaled global teams at larger organizations, including Vituso and SoftServe. Her expertise spans brand strategy, growth marketing, go-to-market execution, and revenue alignment across distributed international teams. Today, she leads global marketing initiatives focused on driving measurable opportunity contribution while strengthening brand presence in competitive B2B markets. Connect with Filippa: LinkedIn: Filippa Noghani Website: Filippa.ioText us what you think about this episode!

    14 min
  8. How Do You Cut Through Marketing Noise with Personalized Customer Journeys?

    MAR 4

    How Do You Cut Through Marketing Noise with Personalized Customer Journeys?

    Everyone says “cut through the noise.” Almost no one explains how. In this episode of Content Amplified, Benjamin Ard sits down with Jessica Thames, Director of Marketing at Assurance Financial, to unpack one of the biggest challenges in modern marketing: attention is scarce, notifications are endless, and relevance is everything. Jessica brings 20 years of marketing experience — from sticking labels on trophies in her family’s small business to leading nationwide marketing systems in the mortgage industry. Her approach is simple but powerful: scalable content must feel personal, automation must serve relationships, and AI should enhance timing — not replace human connection. This is a tactical conversation about building thousands of personalized journeys, empowering sales teams through backend marketing systems, and using technology to deliver the right message at the exact right moment. If you’re tired of sending emails that get ignored, this episode will help you rethink how you build marketing that actually matters. What you’ll learn in this episode: Why relevance — not volume — is the true antidote to marketing noiseHow to build scalable customer journeys that still feel customThe 80/20 split between automation and human touch in high-performing teamsHow Jessica’s team builds and manages thousands of automated pathwaysPractical ways to use life events and behavioral triggers to personalize outreachHow AI inside your CRM can improve timing, segmentation, and messagingWhy service-based businesses must anchor automation around real relationshipsHow backend marketing teams empower salespeople to focus on what they do best: building trustAbout Jessica Thames Jessica Thames is the Director of Marketing at Assurance Financial, where she leads strategic marketing initiatives that support loan originators across the United States. With over 20 years in marketing, Jessica began her journey in her family’s small trophy business before moving into journalism, higher education marketing, and eventually the mortgage and lending industry. Her career reflects a consistent theme: clear messaging, strong systems, and relationship-driven growth. At Assurance Financial, Jessica oversees scalable content strategies, automated customer journeys, and CRM-powered communication systems designed to help loan originators grow their business without sacrificing personalization. Her work centers on one belief: automation should strengthen relationships, not replace them. Connect with Jessica: LinkedIn: Jessica Lee SpencerWebsite: Assurance Mortgage Text us what you think about this episode!

    18 min
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Ratings & Reviews

5
out of 5
4 Ratings

About

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. 

Information

  • Creator
    Masset - Content Amplified
  • Years Active
    2023 - 2026
  • Episodes
    413
  • Rating
    Clean
  • Copyright
    © 2026 Content Amplified
  • Show Website
    Content Amplified