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. 

  1. How to measure enablement ROI and earn a seat at the table

    26 thg 6

    How to measure enablement ROI and earn a seat at the table

    Most enablement teams can tell you how many people sat through a course, but not whether any of it moved the business.  In this special Content to Close episode, Erika Robertson, Director of Enablement at Citrix, walks through how she proves enablement is worth the budget by starting with the end in mind. Erika is certified through the ROI Institute and uses the Phillips ROI methodology from Jack and Patty Phillips, which she contrasts with the Kirkpatrick model most L&D and enablement teams default to. She explains how she builds the measurement plan before any content exists, so she can go back to stakeholders and say, this is how I will show you it worked. She covers identifying the metric category or bucket first, then finding a baseline like average deal size or sales cycle time for a group before a program runs, aligning instructional strategies to the business outcomes that matter, and her discipline that if something cannot be measured or will not move the business, it is probably not worth the investment. If you have ever struggled to connect your enablement work to real business results, this conversation gives you the framework. About Erika Erika Robertson is the Director of Enablement at Citrix, where she supports internal go-to-market teams, partners, and customers. She thought she would become a teacher coming out of college, then found her way into training adults instead, and has spent almost her entire career in enablement inside software companies including Cisco, SAP, and VMware. She holds a master's in instructional technology and is certified through the ROI Institute in the Phillips ROI methodology. She is passionate about enablement, go-to-market enablement, and instructional design, and about staying true to those principles even as AI changes the work. Show Notes Connect with Erika on LinkedIn: https://www.linkedin.com/in/erikajrobertson/ROI Institute (Phillips ROI methodology, founded by Jack and Patty Phillips)Text us what you think about this episode!

    18 phút
  2. Tell your company's story through your people, not your brand

    25 thg 6

    Tell your company's story through your people, not your brand

    Buyers trust a peer who has been there over a brand on a soapbox.  In this episode of Content Amplified, Scott Hild, who leads brand and marketing at Propeller, a management consulting firm that helps companies through transformation, breaks down what he calls the visible expert strategy: telling the company's story from its people's point of view instead of from the brand. Scott explains how this differs from generic thought leadership. Rather than publishing "five things you need to know about X," his team tells the story of a real client conversation: what the client was thinking, how the conversation went, where they started, and where they ended up. He gets specific on the parts most teams skip: deciding the purpose of a piece before making it, using a StoryBrand-style rubric so the audience can see themselves as the hero, picking which internal experts to build programs around ("go with your hot hand," the people with genuine passion), and developing content abstracts across formats for the whole year. If you run marketing for a firm that sells expertise instead of a product, this conversation gives you a model you can act on. About Scott Scott Hild leads brand and marketing for Propeller, a management consulting firm that helps companies through transformation: business process, operating model, organizational design, and increasingly AI. Scott's team works on the change, people, and strategy side of AI, helping clients align their AI initiatives to their business goals rather than the technical side. He describes Propeller as a "credence business," one that sells its people and their expertise rather than a product, which is why he puts those experts front and center in the firm's content. Show Notes Connect with Scott on LinkedIn: https://www.linkedin.com/in/scotthild/StoryBrand by Donald Miller (referenced as a framework Scott's team uses)Text us what you think about this episode!

    15 phút
  3. Why AI rank tracking is broken, and what to measure instead

    24 thg 6

    Why AI rank tracking is broken, and what to measure instead

    Your content team might be having its best quarter ever, and the dashboard will tell you nothing happened.  In this episode of Content Amplified, Tony Pataky, Director of SEO at Procore, explains why measuring your brand's visibility inside ChatGPT, Claude, Gemini, and Google AI is fundamentally noisy, and what to track instead. He walks through a SparkToro study from Rand Fishkin that ran roughly 3,000 prompt tests across ChatGPT, Claude, Gemini, and Google AI with about 600 volunteers, and found that less than one in 100 times did ChatGPT return the same list of brands twice, and less than one in 1,000 times the exact same rankings. Tony explains why "rankings" do not really exist in LLMs, why building prompt sets from your high-converting SEO keywords misleads you, and why staying broad and high-level tells you more. He then lays out a three-layer measurement approach: AI visibility tracking, referral traffic, and post-conversion surveys, where some teams find AI was part of 30, 40, or 50 percent of buyer journeys even when LLM referral traffic reads under 1 percent. Listen for a practical way to build a measurement baseline now and reframe the attribution conversation with your CMO. About Tony Tony Pataky is the Director of SEO at Procore, where he leads the SEO team along with the marketing performance team covering analytics and CRO. He joined Procore through its acquisition of Levelset, where he worked before the acquisition. His career has been focused on SEO across enterprise companies, startups, and everything in between. Show Notes Connect with Tony on LinkedIn: https://www.linkedin.com/in/tonypataky/SparkToro study by Rand Fishkin on AI answer consistency (roughly 3,000 prompt tests across ChatGPT, Claude, Gemini, and Google AI)Text us what you think about this episode!

    19 phút
  4. Why getting cited by AI now matters more than ranking on Google

    23 thg 6

    Why getting cited by AI now matters more than ranking on Google

    For 25 years the game was rank on Google, but no one scrolls past the AI overview anymore.  In this episode of Content Amplified, Jeramy Gordon, VP of Marketing at a global background screening company and a 14-year marketer who started in newspaper journalism, breaks down the shift from SEO to GEO and AIO. Jeramy explains the move from fighting for position to fighting for inclusion: roughly 40% of queries are now answered inside AI overviews, organic traffic is dropping accordingly, and Adobe saw a 1200% jump in AI-driven traffic once engines started citing it. He gets specific on how to earn those citations: structure content around the questions people actually ask, write 3000-word definitive guides that go deep instead of broad, tighten your headers, title tags, and meta descriptions, and build off-site signals through press, podcasts, and third-party mentions that train the AI's model of who you are as an entity. He also makes the case for video and podcasts as proof of human-generated content. If you are trying to relearn the playbook for AI search, this conversation gives you a place to start. About Jeramy Jeramy Gordon is the VP of Marketing at Cisive, a global background screening company that runs pre-employment and post-employment background checks worldwide. He has spent 14 years in marketing, but before that he built an entire career in journalism, including 12 years in the newspaper industry. Jeramy is also a published author of two books, and he believes AI will not replace marketing, but it will replace marketers who do not embrace AI. Show Notes Connect with Jeramy on LinkedIn: https://www.linkedin.com/in/jeramygordon/The Power of 10, Jeramy's personal method for improving across faith, family, fitness, and finance in 10 intentional minutes a dayOpinionated Not Judgmental, Jeramy's book on holding strong convictions without treating people who disagree differentlyText us what you think about this episode!

    17 phút
  5. How to squeeze every dollar out of an event sponsorship

    19 thg 6

    How to squeeze every dollar out of an event sponsorship

    In a relationship-driven niche like healthcare IT, the deal happens in the room, not the inbox. In this episode of Content Amplified, Larry Kaiser, Chief Marketing Officer at Optimum Healthcare IT, explains why a little over 60% of his budget goes to events and how he stretches each one across his whole content engine. Larry walks through his year at the two biggest healthcare IT shows, Vive and HIMSS, where he runs booths, stage presentations, and sponsored white-labeled receptions that put his team in front of CIOs as the only vendor in the room. He shares how he takes a single filmed event presentation and repurposes it into a blog post, a white paper, and a podcast episode to pull maximum value out of a $25,000 sponsorship. He also makes the case for LinkedIn-first distribution, with 205,000 followers and close to 60,000 newsletter subscribers, because email is dead with healthcare IT CIOs who told him it will never reach them. Plus why he keeps his content roughly 90% brand and 10% individuals. If you spend real money on events, this conversation shows you how to make it work harder. About Larry Larry Kaiser is the Chief Marketing Officer at Optimum Healthcare IT, a staffing and digital transformation consulting firm that works with provider organizations on Epic EHR, ServiceNow, Workday, and AWS. He has spent 22 years in healthcare IT, an industry he never expected to stay in this long. Larry got his start as an RFP manager and became CMO about six years ago, hitting nearly every aspect of marketing in healthcare IT along the way. Show Notes Connect with Larry on LinkedIn: https://www.linkedin.com/in/lawrencekaiser/ Text us what you think about this episode!

    17 phút
  6. Why user-generated content is the future of B2B marketing

    18 thg 6

    Why user-generated content is the future of B2B marketing

    The branded voice is losing its grip, and the people inside your company are about to replace it. In this episode of Content Amplified, Nicole Gates, VP of Global Growth at Varonis, makes the case that user-generated content is where B2B marketing is headed. She explains why what works in B2C tends to land in B2B two to three years later, and why AI is accelerating the shift by making buyers more skeptical of brand messaging and hungry for the human element. Nicole shares how she leans into employee advocacy and industry influencers without prescribing the script, pointing to her own sales reps who film videos in their cars talking about the product. She gets practical on AEO and GEO, where LLMs increasingly pull from Reddit, LinkedIn, and YouTube instead of pay-to-play search. And she lays out where to start: know your story first, build a unique point of view, and find the people already willing to share it. As she puts it, it always comes down to the story. If you are trying to figure out how to stay trusted in an AI-flooded landscape, tune in. About Nicole Nicole Gates is the VP of Global Growth at Varonis, a cybersecurity company, where she has spent about four years. Her background spans content marketing, social media, and demand gen across various industries and roles, all of which now roll up into what her team calls growth. She believes the trends shaping B2C marketing reach B2B a couple of years later, and that the next wave belongs to human, user-generated content over the branded voice. Nicole also writes a Substack called Perspective and Pipeline, where she shares her thoughts on marketing, growing a team, and working in growth marketing and B2B. Show Notes Connect with Nicole on LinkedIn: https://www.linkedin.com/in/nicolepgates/ Nicole's Substack, Perspective and Pipeline Text us what you think about this episode!

    15 phút
  7. Reading a brand's next move from where and how it advertises

    17 thg 6

    Reading a brand's next move from where and how it advertises

    A brand's advertising is its identity showing up in public, and it tells you what that brand is about to do next. In this episode of Content Amplified, Karisa Schroeder, who works on GTM strategy at MediaRadar, explains how to use ad intelligence as a window into what brands are actually doing rather than just saying. Karisa walks through reading a competitor's next move from their creative, spend, pricing, partnerships, and sponsorships, and she expands the familiar share of voice and share of spend into share of message: do you own a category, and if not, where is the white space you can claim. She points to Airbnb at the Winter Olympics becoming the official sponsor of feeling at home instead of the official sponsor of lodging, and she frames brand building as a community you create, telling marketers to make it the party people want to be a part of. She closes with where to start: your own first-party data on the channels you already run, then enrichment to fill in the rest of the picture. If you want to turn the ad world into a competitive intelligence feed, tune in. About Karisa Karisa Schroeder works on GTM strategy at MediaRadar, where she focuses on the advertising space. She is in roughly her ninth year in product marketing and has been a marketer for about 15 years. She is well known in location intelligence, where her work centered on segmentation, behaviors, and demographics across the US, and she now applies that lens to advertising. She builds the tools she uses as a marketer every day, and she is a big advocate for connecting with people in the community. Show Notes Connect with Karisa on LinkedIn: https://www.linkedin.com/in/karisaschroeder/ Text us what you think about this episode!

    17 phút
  8. Why AI replaces the labor in marketing, not the people

    16 thg 6

    Why AI replaces the labor in marketing, not the people

    AI is great at writing drafts, pulling data, and generating variations, but marketing has never really been about that kind of output. In this episode of Content Amplified, Sarah Balli, an external communications specialist who also does content creation, influencer marketing, and streams on Twitch, makes the case for keeping the human element in marketing during the AI era. Sarah explains why companies are looking to replace labor, not people, and why the parts of the job that matter most (taste, timing, and understanding people) are the parts AI cannot do. She likens this moment to when Microsoft Word and PowerPoint first arrived and everyone feared for their jobs, then turned those tools into ways to do better work. She walks through the Wendy's-style real-time marketing example AI can never pull off, how to hold a standard of excellence no matter which tool you use, and what to say when leadership asks whether a $200-a-month subscription can replace a team. If you are trying to figure out where you fit in an AI marketing world, this conversation will help you breathe and get tactical. About Sarah Sarah Balli is an external communications specialist who also does content creation and influencer marketing on the side. She describes herself as a well-rounded marketer who likes working across a lot of different creative areas. Outside of her marketing work, she streams on Twitch and keeps busy with creative projects. Show Notes Connect with Sarah on LinkedIn: https://www.linkedin.com/in/sarah-balli/ Text us what you think about this episode!

    14 phút
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Giới Thiệu

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. 

Thông Tin

  • Nhà sáng tạo
    Masset - Content Amplified
  • Năm hoạt động
    2023 - 2026
  • Tập
    471
  • Xếp hạng
    Sạch
  • Bản quyền
    © 2026 Content Amplified
  • Trang web chương trình
    Content Amplified