In the first-ever Behind Good Content Office Hours webinar, Emily Kramer, returning guest, former Head of Marketing at Carta and Asana, and creator of the MKT1 Newsletter, which has over 65,000 readers, walks us through her “LinkedIn flywheel” — how to stop doing random acts of marketing and instead turn exec posts, creator posts, and paid spend into one coordinated growth loop. 

We get into why individual voices beat company pages, how to boost or run thought leadership ads the right way, how to identify and follow up with high-intent engagers without being spammy, how to build retargeting and pipeline off those same posts, why every team needs a “gen marketer” who can connect content, paid, ops, and revenue, and more.

Kevin White is the Head of Marketing at Scrunch AI, working on the cutting edge of GEO (generative engine optimization) and how brands show up inside AI answers. He tells us all about the shift from search to LLM-driven discovery, how retrieval bots assemble answers (and why long-tail, lower-funnel prompts matter), practical ways to track citations and brand mentions across prompts, why your website increasingly needs two faces, and more.

Jimmy Burt, former content lead at 360Learning and now VP of Content at Good Content, joins the show to unpack how he turned David James into the face of 360’s marketing engine—driving 2M impressions in 18 months.

He tells us all about why exec-led content has to extend beyond LinkedIn, how sales and nurture motions get transformed when a leader is at the center, how companies should decide between doing it in-house or with an agency partner, and more.

Peep Laja is the CEO of Wynter, a market research platform for B2B --he's also amassed 77K followers on LinkedIn, which now accounts for 80% of his inbound business. He told us all about why most website messaging is mediocre, why personalities are the most important thing in the age of AI, what marketers need to do to prepare for the next five years, and more.

Sam Jacobs, CEO of Pavilion and LinkedIn powerhouse with over 115K followers, returns to the Good Content Series. He tells us all about how he's been leveraging enrichment and AI to connect more deeply with his LinkedIn followers, the challenges of expanding into YouTube and owned territory, why personal brand is still so important, and more.

Rachel Kim is the founder of Manifest Advisors and the current fractional CMO for Mutiny, and she just created a big insights-packed report about the state of sales and marketing alignment. She tells us all about what's in the report, why sales and marketing teams struggle to get along, why you should create one of these insights reports and adopt her distribution strategy, and more.

Nick Power is the Head of Marketing at Noun Project and the unofficial king of Weird LinkedIn, amassing 23K followers and 4 million impressions in the month of March alone, through what he calls "chaotic authenticity". He tells us all about the art of driving comments on your posts, the role of AI in the content ecosystem, how to write content people will actually care about, and more.

Adam Robinson, founder of RB2B and the golden child of LinkedIn, returns to the Good Content Series one year later, up from 70K followers to 130K, and up from 1 million ARR with RB2B, to 5 million. He talks to us about how his thinking about content has evolved, why nobody wants ads on social media, the importance of storytelling, and more.

Palash Soni is the co-founder and CEO of Goldcast, an AI-powered B2B marketing platform that puts video and events at the heart of the customer journey--he's also amassed over 20K followers on LinkedIn. He told us all about why webinars are better than podcasts, why repurposing content from webinars is important, why being a VP of marketing at a series A is hard, and more.

Mirko Novakovic is the founder and CEO of Dash0. His previous company, Instana, eventually sold to IBM for half a billion dollars, and he's now founded a new startup Dash0, in the observability space and is taking to LinkedIn as a means of bringing it to market. He told us all about how he proved that you can reach a technical audience on LinkedIn, the importance of authenticity, how he's leveraged his LinkedIn presence to get actual users of Dash0, and more.

Alex Boyd is the co-founder of Aware, and has amassed a following of 28K+ on LinkedIn. He recently released a report on the state of LinkedIn today, analyzing over 13 million posts to see what the trends are. He told us all about the report, how to stand out when more creators are coming on the platform, the importance and art of commenting, and more.

Natalie Marshall, better known as Corporate Natalie, has amassed over +2M followers across TIkTok, Instagram, YouTube, and Linkedin, where she's known for her sharp wit about the work and workplace culture in the modern day. She told us all about her creative process, her take on influencer marketing in the B2B space, widening your view on who's a creator, and more.

Alex Fine is the Co-Founder of Understory, the premier end-to-end growth partner for B2B technology firms, and has amassed a following of 11K+ on LinkedIn. He told us all about their "Allbound" strategy, how organic content can power paid content, how to unite sales and marketing, and more.

Emily Kramer is a former marketing exec who's now amassed 33K+ followers on LinkedIn and 51K+ on her Substack, the MKT1 Newsletter. She told us all about rejecting the assumption of shorter attention spans, the value of ecosystem marketing, why you should think twice before talking about your founder journey, and more.

Ashley Faus is the head of Lifecycle Marketing, Portfolio, at Atlassian. She's built an audience of 17K on LinkedIn, as well as earning the coveted Top Voice badge. She told us all about how just posting on LinkedIn isn't enough to be a thought leader, the four pillars of good thought leadership, the pros and cons of ghostwriters, and more.

Jason Saltzman is the director of growth for Live Data Technologies. He's built an audience of nearly 10K on LinkedIn posting insights and data visualizations on what's happening in the job market. He told us all about how to get earned media placements for your company, how to leverage your company's exhaust data for valuable insights, his philosophy of data visualization, and more.

Ali Yildirim is the CEO and Co-founder of Understory, an end-to-end marketing agency specializing in paid media management that has worked for some of the top startups in Silicon Valley. He told us all about why LinkedIn is great for paid ads, how to use conversation ads and thought leader ads, what paid ads might look like in the future, and more.

Todd is the Co-founder and CEO of Champify, which helps GTM teams leverage their existing relationships into new business. He's also built a sizable and precisely targeted LinkedIn following (25k) that is one of his primary tools for driving new business.

On this episode, he talks to us about how a small follower count can be more powerful than a large one, his "give give give" content strategy, how outbound is changed but not dead, and more.

Scott is the founder of Scott Leese Consulting and has been part of 11 exits, and worked with 12 unicorns. He's also built an absolutely huge LinkedIn following (115k), and is one of the most successful and influential voices on the platform. In this episode, he talks to us about why outbound sales is dead, how getting serious about making content has changed his life and business, how important experience and results are to making good content, and more.