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PODCAST

Content Amplified

Masset - Content Amplified

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.

business marketing

All Episodes

15:02

Don't Be Afraid to Create Less

Content Amplified ·

2026/04/10

In this episode of Content Amplified (Content to Close special addition), host Ben Ard sits down with Jessika Ward, a sales enablement leader with 13 years of experience building enablement programs from the ground up at SaaS startups ranging from 45 to 1,000+ employees. Jessika challenges one of the biggest instincts in enablement: the urge to create more. She makes the case that enablement should operate as a performance management function, not a content factory, and that the best enableme...

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19:08

What Publishing a Book Taught a 20-Year Marketing...

Content Amplified ·

2026/04/09

In this episode of Content Amplified, host Ben Ard sits down with Frank Pasquine, Marketing Director at DoubleVerify and author of the newly released novel The Prince of New York. Frank has spent nearly 20 years in marketing across ad tech, entertainment, and agencies, but publishing his own book forced him to see content strategy from an entirely new angle. Frank shares the story of how he went from studying economics at Fordham to screenwriting at NYU, nearly beat Gossip Girl to the punch w...

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19:12

Find Your Superpower, Then Build a Team Around the Gaps

Content Amplified ·

2026/04/08

In this episode of Content Amplified, host Ben Ard talks with Allison Myers, Director of Marketing and Communications at Fives Interlogistics, about how identifying your professional superpower changes everything, from your personal brand to how you hire, how you show up on LinkedIn, and how you cut through the noise in B2B marketing. Allison shares a simple three-question framework for finding what you're actually great at, and explains why your superpower shows up in patterns, not job title...

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18:02

Why More Content Isn't Working (And What to Do Instead)

Content Amplified ·

2026/04/07

In this episode of Content Amplified, host Ben Ard sits down with Natalie Cunningham, SVP of Marketing at Data Axle, to tackle the tension every marketing team feels: you're producing more content than ever, but pipeline isn't moving. Natalie breaks down why the constant pressure to produce is actually the problem, not the solution. She introduces the concept of audience intelligence, going beyond personas and firmographics to understand the whole human inside your buying committee, including...

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20:02

Sales Enablement Is a Revenue System, Not a Training...

Content Amplified ·

2026/04/03

Most companies still treat sales enablement like a training department. Jason Gwilliam thinks that's exactly why their reps take too long to close. With 25 years in healthcare and med-tech, Jason has built enablement programs from the ground up at companies like Abbott, and he's seen firsthand what happens when enablement is treated as a true revenue system. In this episode, he breaks down how to measure enablement's ROI through time-to-competency and sales cycle compression, why marketing al...

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18:30

Content Is King, but Distribution Wears the Pants

Content Amplified ·

2026/04/02

You can create the greatest content in the world, but if it shows up on the wrong channel at the wrong time, it still falls flat. In this episode, lifecycle marketing expert Leslie Bartley makes the case for treating content as guidance rather than just marketing. She walks through how to match message urgency to the right channel, how to keep the human touch while scaling through automation, and her "core four" metrics framework for knowing whether your content is actually landing. If you're...

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17:49

Bringing a Broadcast Mindset to B2B Marketing

Content Amplified ·

2026/04/01

What if you treated every digital event like a live television broadcast instead of just another webinar? Roisin Hunt spent a decade in Irish television and radio before bringing that production-first mindset into B2B marketing, and the results speak for themselves. In this episode, Roisin explains why dead air is a crime, why production quality doesn't require a massive budget, and how to turn your customer stories into compelling content that practically writes itself. She also shares how h...

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16:29

Why People Connect with People, Not Brands

Content Amplified ·

2026/03/31

In a world where AI can produce polished content at scale, audiences are craving something different: realness. In this episode, content marketer Marisa Lather breaks down why the "anti-AI aesthetic" is gaining momentum and how brands can close the trust gap by putting real humans front and center. From leveraging creators and employee voices to rethinking how you measure personality-driven campaigns, Marisa shares practical ways to humanize your brand starting today. If your content feels to...

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22:00

How Seller Curiosity and Continuous Discovery Drive...

Content Amplified ·

2026/03/27

In this episode of Content to Close, host Ben Ard is joined by Claire Scull, founder of ORDO Consultants, to explore the powerful connection between seller curiosity and winning business. Claire breaks down how the best salespeople use natural curiosity to deeply understand prospects — and how that directly increases close rates. She walks through two key sales frameworks — BANT (Budget, Authority, Need, Timeline) and SciPAB (Situation, Complication, Implication, Position, Action, Benefit) — ...

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18:28

Marketing Org Design, Content Strategy, and AI's...

Content Amplified ·

2026/03/26

In this episode of Content Amplified, host Ben Ard is joined by Justin Steinman, CMO of ModMed, for a masterclass on marketing organizational design and how it fuels a powerful content engine. Justin breaks down his philosophy of structuring marketing teams like a free market economy — aligning product marketers with product managers, specialty marketers with general managers, and demand gen managers with sales segments (even tying their bonuses to sales quota achievement). He explains the cr...

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16:17

Using AI for Mega Trend Research and Smarter Content...

Content Amplified ·

2026/03/25

In this episode of Content Amplified, host Ben Ard chats with Tuesday Hagiwara about a side of AI that most marketers are overlooking — using it for high-level strategic research and trend analysis rather than just content creation. Tuesday walks through her process of identifying mega trends using the PESTLE framework (Political, Economic, Social, Technological, Legal, Environmental) and how she leverages tools like ChatGPT, Claude, and Miro to consume and synthesize massive amounts of resea...

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16:19

Why Trust-Driven Content Comes from People, Not Brands

Content Amplified ·

2026/03/24

In this episode of Content Amplified, host Ben Ard sits down with Tiffanie Reynolds, owner of MARCOM Consultants, to explore why trust-driven content comes from real people — not polished corporate messaging. Tiffanie shares why subject matter experts and authentic customer stories outperform traditional brand content, citing research that storytelling is 20 times more memorable than corporate messaging and that consumers trust SMEs 63% more than corporate brands. She highlights brands like T...

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16:10

Content to Close Special: How Do You Turn a Failed...

Content Amplified ·

2026/03/20

One fumbled call with a hot prospect. One honest conversation in a weekly check-in. One sales enablement leader who refused to let it happen again. Cassie Watkins didn't just create a battle card after her BDR struggled to differentiate against a competitor — she listened to the call, put herself in his shoes, and built something most enablement teams have never thought to create: a choose-your-own-adventure playbook that mirrors the actual flow of a real sales conversation. In this episode o...

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16:29

How to use AI without flooding the internet with...

Content Amplified ·

2026/03/19

AI slop isn't about tools being bad. It's about skipping the thinking and hitting publish anyway. Joya Scarlata cuts through the hype to show you where teams go wrong—and how to use AI as a partner without losing your brand voice. The moment AI made content creation easy, most teams started creating more, faster, and with less intention. The result is the homogenized noise Joya calls "automation without intention." Here's how to spot it, stop producing it, and leverage AI in ways that strengt...

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16:40

What does your brand actually do for customers—and...

Content Amplified ·

2026/03/18

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 r...

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15:28

How do you connect content creation to actual...

Content Amplified ·

2026/03/17

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...

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17:29

How Can SMBs Build a Go-To-Market Strategy Without...

Content Amplified ·

2026/03/13

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-bas...

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16:54

How Can You Build a Scalable Thought Leadership...

Content Amplified ·

2026/03/12

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 conversati...

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19:54

How Can Marketers Turn Internal Knowledge Into Better...

Content Amplified ·

2026/03/11

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 h...

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20:53

How Do You Create B2B Content Customers Actually Care...

Content Amplified ·

2026/03/10

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...

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