Content Logistics

Hosted by Baylee Gunnell

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Latest episode

Apr 2026

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EN-US

About the show

Content Logistics is a show where we explore the foundational (and sometimes frustrating) elements of how solid content informs good marketing. If you’re on a small but mighty team this show is for you. We’re talking to the experts - learning all their tips and tricks then sharing them with you. We don’t gate-keep here. Get ready to learn from the best and be empowered to grow as a creative, a professional, and a BOSS marketer.

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60 recent

April 6, 202644 min

How to Get Your Brand Cited by LLMs

In this episode of Content Logistics, host Baylee Gunnell sits down with Charlie Marchant, CEO at Exposure Ninja. They explore how AI search decides who to cite, why brands appear in answers, and what marketers can learn from the source lists inside tools like ChatGPT.Charlie explains that AI pulls from far more than brand websites. It builds answers from reviews, Reddit threads, social posts, YouTube videos, and other third-party signals. She argues that relevance beats classic domain authority, and that citation authority comes from strong topical coverage, fresh content, clear positioning, and consistent brand language across the internet.Charlie then gets practical. She covers the basics of citation-worthy content: clean site structure, crawl access, schema, topic hubs, and content built around customer problems. She also makes the case for PR, reviews, podcasts, and creator content. Her core point is simple: know your audience, show up consistently, and build trust.Guest-at-a-glance💡 Name: Charlie Marchant💡 What she does: CEO💡 Company: Exposure Ninja💡 Noteworthy: Charlie helps brands understand how AI search chooses citations, with a focus on topical authority, third-party mentions, and practical ways to earn visibility beyond classic SEO.💡 Where to find her: https://www.linkedin.com/in/charliemarchant/💡 Company website: https://exposureninja.com/ 💡 AI-Optimised Blog Template: https://exposureninja.com/blog/blog-post-template/

March 23, 202644 min

What the Data Really Says About AI Influence in B2B Buying Decisions

In this episode of Content Logistics, host Baylee Gunnell sits down with Tom Rudnai, Founder & CEO at Demand Genius. They explore how B2B marketers should think about showing up in AI, and why citations alone miss most of the story.Tom explains that prompts are not keywords, and that AI influence starts long before a buyer clicks a cited link. He breaks down the iceberg of AI visibility, warns against mass-producing content that creates content debt, and argues that positioning, content, and reputation must stay aligned.He lays out a way to measure AI performance: track prompts across the journey, study sentiment and alignment, and focus on content with information gain. Tom closes by showing how AI can maintain content libraries while marketers spend more time on original research.

December 1, 202551 min

How to Build an Authentic Visual Identity in the Age of AI

In this episode of Content Logistics, host Baylee Gunnell sits down with Stewart Cohen, photographer and director at Stewart Cohen Pictures. They explore how authenticity shapes visual storytelling in a world where artificial intelligence and stock content are everywhere. Stewart shares how changes in technology and consumer expectations have pushed brands to find new ways to connect with their audience while keeping content real.Stewart explains how the craving for authenticity comes from a flood of fake news, AI-generated assets, and overproduced visuals. He offers practical guidance on balancing original content, stock licensing, and AI tools, stressing the value of clear visual identity and small details that build trust. Stewart also walks through the differences in licensing, why model releases matter, and how teams can use mood boards and consistent filters to create a coherent brand look.Throughout the conversation, Stewart calls on marketers to focus on storytelling over chasing trends or perfect prompts. He encourages teams to experiment, evolve, and keep their creative edge by embracing the tools at hand without losing sight of what makes content relatable and human.

November 17, 202533 min

Why Accessibility Is Becoming a Nonnegotiable in B2B Marketing

In this episode of Content Logistics, host Baylee Gunnell sits down with Mike Barton, Vice President of Corporate Communications and Content Marketing at AudioEye. Together, they explore what digital accessibility means for B2B marketers and why it matters far beyond compliance. Mike explains that making websites and digital experiences accessible isn’t just about following the rules—it’s about making content usable for everyone, which improves the experience for every visitor.Mike shares how simple changes, like using plain language and clear navigation, benefit all users and can even become a competitive advantage. He discusses how accessible sites drive better SEO, help close enterprise deals, and build loyalty among customers who value an easy, frictionless experience. Mike also points out that the business case for accessibility is strong, especially as more organizations include accessibility in their buying criteria.The conversation ends with practical steps for getting started, from scanning your site for accessibility issues to including people with disabilities in user testing. Mike reminds listeners that accessibility is a journey, not a checkbox. By taking small steps and building best practices into your process, you open your digital doors to more people and set your brand apart.

November 3, 202541 min

Using Content Pillars to Build Your Personal Brand

In this episode of Content Logistics, host Baylee Gunnell sits down with Nicole Ramirez, Growth Marketing Consultant at NR Digital Consulting. They explore the real work behind personal branding and why marketers can’t afford to treat it as optional. Nicole shares clear advice on taking control of your online presence, starting with a simple audit of your profiles and content. She explains why your brand exists whether you manage it or not, and how intentional choices shape what people see.Nicole breaks down her process for building strong content pillars, showing why focus and consistency matter more than posting every day. She offers practical tips on finding your voice, sharing only the parts of yourself you want others to see, and keeping your approach sustainable. Nicole also covers the value of starting small, engaging as a contributor, and learning from what does or doesn’t resonate.Throughout the conversation, Nicole highlights the importance of authenticity and staying flexible. She shows how small experiments, clear visuals, and a balanced cadence help marketers grow their presence without burning out. The episode closes with a candid take on “sympathy marketing” and the pitfalls to avoid as you build trust with your audience.

October 20, 202534 min

Building a Repeatable Process for Expert Led Content

In this episode of Content Logistics, host Baylee Gunnell sits down with Kristen Sweeney, CEO at Every Little Word. They explore the nuts and bolts of building expert-led content programs inside B2B organizations. Kristen breaks down how tapping into internal expertise creates stronger content, builds trust, and avoids the pitfalls of generic thought leadership.Kristen shares why most content programs stall before they start: too many stakeholders, unclear processes, and a lack of buy-in from non-marketing teams. She explains how to secure early support, set clear expectations, and keep content moving by focusing on preparation and communication. Kristen also walks through her practical workflow—from choosing the right experts, prepping for interviews, and drawing out unique insights, to streamlining review cycles and approvals.Throughout the conversation, Kristen shows that great content doesn’t happen by accident. It takes planning, clear roles, and a willingness to respect both the experts and the audience. For small, scrappy marketing teams, her advice offers a roadmap to cut through complexity and deliver content that feels both credible and fresh.

October 6, 202544 min

3-Step Framework to Stop the Scroll

In this episode of Content Logistics, host Baylee Gunnell sits down with Jimi Gibson, Vice President of Brand Communication at Thrive Internet Marketing. They explore how marketers can break through content overload and capture real attention, even as artificial intelligence fuels a constant flood of words online.Jimi shares his “stop the scroll” framework, rooted in the psychology of magic and storytelling. He outlines the importance of building a genuine connection, sparking curiosity, and guiding audiences to a satisfying conclusion. By walking Baylee through a storytelling exercise, Jimi shows how each step triggers a powerful response in the brain. He stresses that effective hooks and messaging must reflect real audience pains and desires—not generic copy generated by machines.The conversation digs into actionable tactics, including the five-finger approach to content creation and the value of speaking directly to one audience at a time. Jimi encourages marketers to test, refine, and connect on a human level to earn trust and drive action.

September 22, 202541 min

The Business Case for Giving Away Your “Secret Sauce”

In this episode of Content Logistics, host Baylee Gunnel sits down with David Ebner, President and Founder at Content Workshop. They explore the tension small B2B marketing teams face when deciding whether to gate their content or give away their “secret sauce” for free. David unpacks why trust, not tactics, is at the heart of effective content and how building that trust takes time and a willingness to share real knowledge without always asking for something in return.David explains that people pay for expertise in action—not just for information. He encourages teams to focus less on guarding processes and more on helping their audience solve problems. He shares stories about the long-term value of generosity and how “corporate philanthropy” in content can deliver real business results, even when the payoff isn’t immediate.Throughout the conversation, David stresses the need to align content strategy with audience needs, measure success by engagement over vanity metrics, and remember that great marketing serves people first.

September 8, 202542 min

Why YouTube is the Most Underrated B2B Marketing Channel

YouTube isn’t just for gamers, beauty tutorials, or influencers. It’s a powerful search engine and one of the most overlooked tools for businesses. In this episode, host Baylee Gunnell talks with Davis Morgan, a full-time YouTuber with more than 80,000 subscribers, about how brands can win on YouTube without massive budgets.Davis shares his path from marketing professional to creator and explains why companies should treat YouTube less like a billboard and more like a conversation. He outlines the importance of authenticity, showing that even a simple webcam setup and free software can build trust and connection.The conversation also digs into strategies for growing a loyal audience, from picking niche topics to expanding reach with “half steps” outside your core. Davis makes it clear: YouTube is high effort, but high reward. For businesses willing to show up consistently, it can be the most valuable channel they own.

July 21, 202528 min

How to Maintain Brand Voice When You’re Creating a Lot of Content

On this episode of Content Logistics, host Baylee Gunnell speaks with guest Shaheen Samavati, Co-Founder and CEO of VeraContent, to tackle one of content marketing's most significant challenges: maintaining a consistent brand voice while scaling production. VeraContent specializes in content localization across different markets and languages. As teams grow and create more content across multiple channels, achieving consistency becomes increasingly challenging.Shaheen reveals how interactive style guides outperform static documents. Rather than lengthy PDFs that teams ignore, she recommends tools like Grammarly's style guide feature, which provides real-time feedback as writers work. This automated approach ensures consistency across large teams without constant manual oversight.The conversation also explores AI's role in content creation. Shaheen emphasizes that writers are well-positioned for this shift since crafting effective prompts requires strong linguistic skills. She shares practical insights on building prompt libraries, creating scalable content workflows, and adapting brand voice for different platforms and markets. The discussion offers actionable strategies for content teams seeking to grow without compromising quality or consistency.