“If you think content is a marketing thing, you're already doing it wrong,” says Selma Chauvin, Chief Revenue Officer at Agorapulse

In this episode of The Content Cocktail Hour, host Jonathan Gandolf welcomes Selma Chauvin to discuss how content must evolve from random acts of marketing into a critical tool for revenue growth. As a former marketer turned CRO, Selma unpacks how she flipped Agorapulse’s content strategy—starting at the bottom of the funnel and scaling upward—driven by sales insights and real customer conversations. Selma and Jonathan dive into how to bridge the gap between content creation and sales usage, why marketers should stop obsessing over attribution, and how aligning revenue teams can unlock smarter content strategies.

In this episode, you’ll learn:

1. Why the biggest content mistake is prioritizing production over promotion
2. How to reverse-engineer content from real sales conversations
3. What a CRO can do to finally unite marketing and sales

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Explore AudiencePlus: https://www.agorapulse.com/

Connect with Selma on LinkedIn: https://www.linkedin.com/in/selma-chauvin/

Explore Agorapulse: https://www.agorapulse.com/

Timestamps:

(00:00) Intro

(02:00) Content’s two halves: production vs. promotion

(05:00) Why most content never gets used by sales

(08:45) Sales as the customer of content

(11:30) Flipping the funnel: starting with bottom-of-funnel insights

(15:15) Building content with fewer assumptions

(20:00) Why CROs should not come from sales

(23:45) How Selma leads revenue at Agorapulse

(25:30) “Let’s stop marketing ourselves and just do business”