Content Amplified

Hosted by Masset - Content Amplified

Business Marketing

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Episodes

497

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Sep 2026

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About the show

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.

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60 recent

September 3, 202620 min

Why overnight success actually takes eight to twelve years

The statistical truth of an overnight success is eight to twelve years. In this episode of Content Amplified, Bill Harper, founder of BrandBossHQ and a 35-year veteran of helping businesses stand apart, breaks down why brands like Dollar Shave Club and Liquid Death only look like they exploded out of nowhere. Bill's core argument: people don't buy the best products, they buy the products they like the best, and no consumer owns a micrometer to test whose razor blade is actually sharper. He walks through his "hole to the goal" framework, where the brand is the ladder that gets a specific group of people out of one specific pain point: a Raleigh plumber who wins on "we're on time or you don't pay a dime," Volvo owning safety, and FedEx building an empire on "absolutely, positively overnight" back when it was a pure B2B play. He also explains why B2B buyers don't stop being emotional consumers just because they put on a tie. If you've ever been told to compete on having the best product, this episode will change how you pick your story. About Bill Bill Harper is the founder of BrandBossHQ, where he helps businesses figure out the story they have to tell in order to scale, a philosophy he sums up as "no story, no glory." Classically trained in visual communications, he fell in love early in his career with the external side of business: getting the buyer as excited as the person selling. This year marks 35 years of that work. Bill also shares free brand-building advice through more than 2,500 videos on TikTok. Show Notes Connect with Bill on LinkedIn: https://www.linkedin.com/in/brandbosshq/ Bill on TikTok: @BrandBossHQ (2,500+ free brand-building videos) Work with Bill: brandbosshq.com Text us what you think about this episode!

September 1, 202623 min

Why translating your content is not the same as localizing it

Translation is getting the words right. Localization is making the culture fit. In this episode of Content Amplified, Lina Tonk, three-time SaaS CMO and current CMO at Smartling, breaks down why "just translate the website" is the mistake almost every team makes when expanding globally. Lina shares the moment a customer presentation in EMEA lost her completely because the deck used US spelling, and why German buyers take entirely different steps to reach a click than independent, skip-the-meeting US buyers do. She explains how OpenAI's localization team lifted click-through conversion just by reviewing what their buttons said in each region, why localization teams are increasingly landing under marketing and struggling to speak CMO language, and what "true localization" looks like when AI makes it possible to localize down to the individual, not just the region. If global expansion is anywhere on your roadmap, this conversation will change how you think about every word on your website. About Lina Lina Tonk is the CMO of Smartling, a localization software company whose customers include OpenAI. She has spent her entire career in B2B SaaS, much of it in PE-backed companies, and has now been a CMO three times at three different SaaS companies. Originally from Colombia, Lina started out as a graphic designer before realizing she was a marketer and storyteller at heart, and she has built marketing teams from a team of one to more than seventy. She measures her legacy by the growth of the people on her teams. Show Notes Connect with Lina on LinkedIn: https://www.linkedin.com/in/linamtonk/ Text us what you think about this episode!

August 27, 202620 min

Why guest experience is marketing, and how a dog ran for president

The election year emptied out Washington DC, so Meredith Goldberg ran the hotel's beagle for president. In this episode of Content Amplified, Meredith, Regional Director of Marketing for the East Coast at Lore Group, explains how guest experience became her marketing discipline and how she finds cultural moments that actually land. She walks through building guest personas out of booking data (midweek one to two night stays from out of state versus longer weekend stays with double rooms that read as family travel), and why a hotel marketer wears a different hat every day across digital, CRM, social, experiences, and PR. Then she tells the Monti story: a rescue beagle at The Jefferson in DC who got a campaign video, a platform, a poster from a local artist, business cards, a cabinet of dogs from other hotels, a convention in August that infuriated housekeeping, and a spot in People magazine. Meredith also shares how she scouts milestone anniversaries, like The West Wing turning twenty, and what she did the morning after a preview event where only two creators showed up. About Meredith Meredith Goldberg is New York born and raised and has been based in Washington DC for about twenty five years, after coming for college and staying. Her first job out of school was as a matchmaker for a dating service, where she learned she was a very bad matchmaker but a very good storyteller. A stint in clothing sales, and a shirt that appeared on an episode of The O.C. for about two seconds, pulled her into marketing, and she went on to earn a marketing master's at Johns Hopkins before landing in PR at a historic DC hotel. She has worked in small luxury properties, a convention center hotel, and a resort, and she is a dog person who now makes sure every property she works with is dog friendly. Show Notes Connect with Meredith on LinkedIn: https://www.linkedin.com/in/goldbergmeredith/ Follow Meredith on Instagram: https://www.instagram.com/mjg0614/ Text us what you think about this episode!

August 25, 202613 min

How to take over a social community you did not build

Most social media managers never build the community they run. They inherit it. In this episode of Content Amplified, Van Raynor, Director of Social Media and Influencer Marketing at Americares, walks through what to do in the first weeks after you take over a page someone else built. He starts with the snapshot: average reach, the campaigns your predecessor ran, growth rate, attrition rate, and whether the page has really been used as a broadcast channel, a customer support channel, or a sales channel. Then he compares that reality against the KPIs you were handed and decides whether they are feasible or need adjusting. Van also shares the "vegetables and desserts" framework he was taught, where vegetables are the posts you have to hit (donate now, sales messages, major updates) and desserts are the vibe posts that build the brand. He explains why a community fed ice cream for years will ask where the ice cream went the day you serve broccoli, and why the organic team at Americares runs campaign sprints instead of posting daily. If you have just walked into a community you did not build, this is your first-month plan. About Van Van Raynor is the Director of Social Media and Influencer Marketing at Americares, a global health and disaster relief organization, where he has worked for about three years. Most of his career has been spent in nonprofit and arts marketing, including a stretch of PSA work and a short stint in finance. He is based in Manhattan, where he works with his dog Navy asleep under the desk. Van believes every social community is on a diet of content, and that changing it takes a gradual shift, a real plan, and a willingness to test and learn. Show Notes Connect with Van on LinkedIn: https://www.linkedin.com/in/vanraynor/ Van's website: https://vanraynor.com Text us what you think about this episode!

August 20, 202615 min

How AI unlocks marketing outcomes that weren't possible before

Most teams use AI to do the same work faster, which Nav compares to building a faster photocopier. In this episode of Content Amplified, Navneet Singh, Chief Marketing Officer at Eightfold AI, explains what happens when you aim AI at outcomes that were never possible in the first place. Nav walks through Mira, Eightfold's marketing intelligence and response architect: an agent that takes an ICP, campaign goals, and a timeframe, then generates a full campaign blueprint with social, PR, analyst relations, and paid media components, cutting campaign execution from 10 weeks to 3 days. He shares how sales call insights from Clari Copilot feed the agent, how recursive learning improves campaigns after launch, and why the marketer's job shifts to goals, judgment, and orchestration. His biggest lesson: the hardest part of AI adoption is not the AI or the tools, it is the knowledge architecture that feeds it. If you want a practical picture of agent-driven marketing, start here. About Nav Navneet Singh is the Chief Marketing Officer at Eightfold AI, the talent-intelligence platform with customers in more than 100 countries. He spent the first 16 years of his career in product management at Deloitte, Oracle, Cisco, and startups, building product lines up to a billion dollars. He then moved into marketing and spent 10 years building the marketing function at Palo Alto Networks as the company grew from 2,000 to nearly 20,000 people. He joined Eightfold AI as CMO six months ago. Show Notes Connect with Nav on LinkedIn: https://www.linkedin.com/in/nasingh/ Text us what you think about this episode!

August 18, 202621 min

Why your budget tells the truth about your marketing strategy

Your strategy document says one thing. Your budget says what you actually believe. In this episode of Content Amplified, Heidi Wurpel, Head of Marketing at Emburse, shares how she audited every marketing dollar by backing in from bookings all the way to budget, a journey she frames as "there and back again" in a nod to The Hobbit. Heidi walks through building a taxonomy that slices spend by segment, vertical, channel, campaign, and persona, and what she found when the matrix came back full of goose eggs: line items with zero return. She explains why startups, growth companies, and market defenders should each see a different story in their budgets, how to layer in headcount with good-enough percentages, why you have to be honest about the bias in your attribution model, and why finding your own goose eggs first beats having finance find them for you. If you lead a marketing budget, this episode shows you how to make it confess. About Heidi Heidi Wurpel is the Head of Marketing at Emburse, the spend-management company that covers everything from purchase orders and virtual cards through reimbursement and expense intelligence. She joined Emburse six years ago after a career on the brand and corporate side of marketing, starting with a journalism undergrad focused on advertising, then an MBA that took her into technology and ten years in corporate IT. Her first marketing job was selling jewelry for a luxury chain through the 2008 recession, where the team grew the business by pairing e-commerce with experiential, event-based marketing. Show Notes Connect with Heidi on LinkedIn: https://www.linkedin.com/in/heidiwurpel/ Text us what you think about this episode!

August 13, 202620 min

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!

August 11, 202616 min

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.com Text us what you think about this episode!

August 6, 202621 min

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.com The 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!

August 4, 202619 min

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 Sinek Outliers by Malcolm Gladwell (the 10,000 hour rule) "The Art of the Elevator Pitch," Harvard Business Review The Challenger Sale research on what customers want: insight and differentiation Text us what you think about this episode!

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