Content Amplified

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463

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Jun 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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June 17, 202617 min

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 KarisaKarisa 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 NotesConnect with Karisa on LinkedIn: https://www.linkedin.com/in/karisaschroeder/Text us what you think about this episode!

June 16, 202614 min

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 SarahSarah 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 NotesConnect with Sarah on LinkedIn: https://www.linkedin.com/in/sarah-balli/Text us what you think about this episode!

June 12, 202620 min

If you're not in sales, you're in sales enablement

Sales sits on the frontier, and they cut all of our paychecks, which is not provocative, it is just math. That is the line Andrey Zevakhin uses to make a bigger point: enablement was never meant to be a small team pushing content and running training, it is a company-wide responsibility and a culture. In this episode of Content Amplified, Andrey, Senior Director of Sales Enablement at Zywave, explains how enablement works as a funnel that captures signals from sales and pulls in the right partners, why he refuses to be a Swiss Army knife that slices everything but does nothing well, and how he prioritizes by what directly impacts the top line (unique meetings, win rates, deal size, bookings) over vanity indicators like content usage and certification completion. He reframes content overload as a self-inflicted content strategy problem, and lays out the Legos model: one well-maintained 200-slide master library where the rep's job is to build a story, not pick a deck, and no two presentations should ever look the same. He closes with two shifts: enablement should own revenue culture, not training, and enablement is a company responsibility, not a team.About AndreyAndrey Zevakhin is a seasoned enablement leader with 20 years of experience across revenue enablement, learning and development, sales training, and technology evangelism at both global and nationwide software companies. He has built enablement functions from scratch and evolved existing ones, spanning onboarding, continuous learning, coaching, skills verification, and professional development for customer-facing revenue roles. He currently leads enablement at Zywave, an insurance technology provider serving insurance brokers and carriers. He describes enablement as his vocation, motivated by seeing the people he enables succeed in closing deals and driving revenue.Show Notes- Connect with Andrey on LinkedIn: https://www.linkedin.com/in/andreyzevakhin/Text us what you think about this episode!

June 11, 202624 min

Make one asset work harder: the Bisquick theory of content

Most content teams treat a finished report as a checkbox, when it should be the starting batter. In this episode of Content Amplified, Pat McParland, VP of Marketing at MetricStream, makes the case for getting back to basics and making every asset work harder. She walks through the ABCDE framework she learned at a former company (Audience, Behavior, Content, Design, Evaluation) and why so many teams skip straight to the design, the video or the ebook, before they have settled who they are talking to and what they want to say. Then she unveils her own Bisquick theory: messaging is the baking mix, and from one core asset like a survey or report you make the cookies, the cakes, the muffins, the infographic, the webinar, the videos, the live event. Pat calls AI the easy bake oven that finally brings the theory to life, and she leans on Claude to turn one asset into many formats. She also offers a caution worth keeping: AI can run a stinky process more efficiently, but it is still a stinky process, so go back to basics first. She closes with her Three Rocks principle for staying focused.About PatPat McParland is a lifetime B2B marketer with more than 30 years of experience, almost all of it in business information and technology. She has worked at companies ranging from startups under 30 people to giants like Dun and Bradstreet, Dow Jones, and Honeywell, and is now VP of Marketing at MetricStream, a governance, risk, and compliance company. A self-described storyteller who started reading at four and writing books for her dad soon after, she believes the fundamentals of content have not changed in 35 years, even as the tools around them have. She is an enthusiastic daily Claude user.Show Notes- Connect with Pat on LinkedIn: https://www.linkedin.com/in/patmcparland/Text us what you think about this episode!

June 10, 202617 min

Why unpolished, trust-based content is beating AI-perfect content

Someone gets in a car accident, Googles a lawyer, and lands on a site that reads like a resume. They are already gone. In this episode of Content Amplified, Jonathan Murray, Marketing Director at Legends Legal Marketing, explains why trust-based content is winning right now and why polished, AI-perfect content is starting to repel the people it is meant to attract. Jonathan unpacks his core idea that your client is the movie star and you are the supporting cast, the difference between a site that lists your accolades and one that speaks to what the client is feeling, and why ego is the thing that holds most business owners back. He gets specific: the photo shoot that swaps the tie-at-the-desk shot for sleeves rolled up on the farm, why your colleagues are not your clients, the Gary Vee talking-head comparison, his rule to keep content unpolished 70% of the time, and treating AI like an editor-in-chief you trust but verify. If you want your content to sound like a person instead of a bot, this conversation tells you how.About JonathanJonathan Murray is the Marketing Director at Legends Legal Marketing, a boutique firm that works with law firms across multiple niches and only takes on clients it believes it can deliver real return on investment for. He has more than 15 to 20 years of sales and marketing experience, ranging from door-to-door and retail sales to B2B sales, leading teams of around 50 people, and running his own small-business marketing and social media consulting. At Legends, Jonathan also serves as a marketing strategist and social media strategist. He believes the best content starts with what the client is feeling, not with how impressive you are.Show Notes- Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathancmurray/- Legends Legal Marketing: https://legendslegalmarketing.comText us what you think about this episode!

June 9, 202617 min

Why simplicity is a growth strategy, not soft brand work

Most marketers believe they have a great story that nobody is hearing, but the real problem is complexity. In this episode of Content Amplified, Dory Ellis Garfinkle, Chief Marketing Officer at Siegel+Gale, makes the case that the way to break through a world of a million messages is to get radically clear on who you are. She frames the marketer's whole job as one question: how do you make something easy to understand and convey it in a way that is impossible to ignore? She backs it with Siegel+Gale's annual simplicity study, which surveys more than 15,000 people across nine countries: 64% will pay more for simpler brand experiences, 78% are more likely to recommend, brand complexity costs companies $780 billion in unrealized annual revenue, and the simplest brands have outperformed the global stock index by roughly 1,600% since 2009. She walks through the US Army return to "Be all you can be" that drove record Gen Z enrollment, and the CVS "helping people on their path to better health" heart icon that lifted same-store sales 5.5% year over year. Listen for her line on what clarity actually costs.About DoryDory Ellis Garfinkle is a career-long marketer who has spent her work at the intersection of brand and growth. She started agency side at McCann and Draftfcb, then led brand-led growth across transportation tech companies including Zipcar, AAA's venture lab, the design innovation consultancy IDEO, and Lyft. She is now Chief Marketing Officer at Siegel+Gale, a global brand consulting firm, which she describes as coming full circle back to agency life. She believes simplicity is the ethos that wins, and that clarity is not dumbing things down, it is doing the hard work so that your audience just does not have to.Show Notes- Connect with Dory on LinkedIn: https://www.linkedin.com/in/doryellis/- Siegel+Gale: https://www.siegelgale.com/Text us what you think about this episode!

June 5, 202621 min

Why your sales standards are really just suggestions

If you don't enforce a standard, you don't have a standard, you have a suggestion.In this episode of Content to Close, Hoffen Guo, who has sold into aircraft engine giants, run enterprise learning partnerships at Udemy, and now leads 100% cold-calling teams selling to SMB restaurant owners, lays out her "execution floor" approach to sales leadership. Hoffen explains why activity metrics like 120 minutes of talk time and 150 calls a day fool leaders into rewarding busyness instead of behavior, and why most coaching ("book more meetings," "work on urgency") is really just pressure in disguise. She breaks down the hidden revenue cost of letting one top performer freelance off-script, why standards are social contracts that weaken the moment they go unenforced, and how to hold a hard line without micromanaging by separating controlling standards from controlling style. She closes with the one standard to tighten this quarter: next-step discipline, the difference between a happy call and a real pipeline. If you lead a sales floor and suspect your standards have quietly become optional, this conversation is the wake-up call.About HoffenHoffen Guo started her career in policy and regulation analysis consulting before moving into a business development role at one of the world's largest aircraft engine companies, selling into highly structured, highly regulated, long-cycle enterprise environments. She then joined Udemy's enterprise learning partnership team, focusing on enablement and sales training for partners in emerging markets. Today she works at a SaaS company selling to SMB restaurant owners through 100% cold calling, a motion she calls the toughest combination to sell into. Her through-line: every career move got closer to speed and raw execution, which shaped her belief that activity has to be measurable and execution has to be inspectable.Show NotesConnect with Hoffen on LinkedIn: https://www.linkedin.com/in/hoffen/Text us what you think about this episode!

June 4, 202617 min

Why AI outputs don't equal a content strategy

Producing more content faster is not the same as producing content that matters. In this episode of Content Amplified, Adam Haskew, Associate Director of Brand Experience at Redis, makes the case that AI accelerates your outputs but does nothing for your strategy, and that the gap between the two is where "AI slop" gets made. Adam argues the fix is the unglamorous, old-school stuff most teams skip when they are moving fast: kickoff calls, a genuinely complete brief, and human alignment at the very start of a project, before a single word is generated. He explains why a web page is really the same as an ebook when it comes to planning, why skipping alignment creates a "snowball effect" where small problems amplify downstream, and how about an hour and a half of upfront communication removes most of the noise. He also shares how he owns a brand voice review agent at Redis that every piece of content has to pass through before it ships, and why, quoting musician Nick Cave, AI that has never felt hunger or fear still cannot replace a human point of view. If you are shipping more content than ever but learning nothing from it, this conversation gives you the red flags to watch for and a starting point to fix it.About AdamAdam Haskew is the Associate Director of Brand Experience at Redis, where he leads a three-person team focused on brand voice consistency and accurate messaging across the website, print collateral, and trade show materials. He studied English literature and started his career in magazine publishing in Chattanooga, Tennessee, then worked at software companies, an insurance provider, and SaaS companies in the Bay Area before settling into a remote role at Redis. Adam sees AI as a tool in the toolbox, not a replacement for the human judgment that turns content into something worth reading. He believes the best content starts with a clear brief and human communication, then uses AI to execute against that strategy, never the other way around.Show Notes- Connect with Adam on LinkedIn: https://www.linkedin.com/in/adamhaskew/Text us what you think about this episode!

June 3, 202615 min

Why your event should be the start of your content, not the finish line

Most teams treat an event as a one-time moment, measure success by attendance, then move on to planning the next one. In this episode of Content Amplified, Adrienne Collins, who leads the events team at a SaaS company and has spent 13 years in the event space, explains how to turn a single event into months of content that actually drives pipeline. She breaks down the before, during, and after of a real content system: building anticipation and points-of-view content ahead of time, shifting into "capture mode, not execution" on site, then sequencing the footage into short videos, sales enablement, blogs, and thought leadership instead of dumping it all at once. Adrienne shares why her team replaced costly full-video breakout recordings with audio plus transcripts and an on-site testimonial studio at a fourth of the cost, and walks through her capture, package, distribute, and measure framework for aligning content to the buyer journey. If your events end the moment the doors close, this conversation gives you the system to keep them working for months.About AdrienneAdrienne Collins lives in Texas, graduated from Texas Tech, and has worked in the event space since graduating, spanning wedding planning, hospitality, sports travel, and private events before moving into corporate events. She has spent the last 13 years at a SaaS company, growing through the ranks and now leading its events team through a recent acquisition and merger. Adrienne believes an event should be one point in a longer process, not the finish line, and that the real measure of an event is the business impact and pipeline it unlocks long after it ends.Show Notes- Connect with Adrienne on LinkedIn: https://www.linkedin.com/in/collinsradrienne/Text us what you think about this episode!

June 2, 202619 min

Why most employee advocacy programs turn your team into parrots

Most employee advocacy programs fail because they turn employees into parrots, repeating the same product message over and over until no one wants to share anything. In this episode of Content Amplified, Matt Mullan, Director of Social Media at NinjaOne, explains how to fix that by positioning employees as thought leaders instead of megaphones. Matt walks through giving people industry content they actually want to share, using Mad Libs-style suggested copy with guardrails so posts sound human, and motivating adoption by shouting out every organic win across Slack rather than relying on prizes. He gets specific on measurement: why earned media value and potential impressions are made-up numbers, why UTM link tracking is the only honest metric, and why he holds his programs to a 50% monthly usage bar. He also makes the case that LinkedIn comments now out-earn reshares, and shares how his team built an in-house "social ambassador" tiger team to keep conversations going. If you run social and your advocacy program has stalled, this conversation gives you the playbook.About MattMatt Mullan is the Director of Social Media at NinjaOne, an IT operations platform. He has spent roughly 13 years in social media, going back to experimenting with Google Plus and MySpace, and has worked across industries from an international toy manufacturer to HR and payroll software, cybersecurity, and IT management companies. Matt is focused on B2B social media as his day-to-day craft, and he believes the real audience for an advocacy program is not your followers, it is your own employees.Show Notes- Connect with Matt on LinkedIn: https://www.linkedin.com/in/mullanmatthew/Text us what you think about this episode!