What does it mean to celebrate one year of Content Matters in the middle of a marketing landscape transformed by AI, brand building, and shifting SEO?
Nicole MacLean, host of Content Matters, flips the script for this special anniversary episode as she reflects on the first year of conversations, lessons, and favorite moments. Joined by Kaylee Peterson, Director of SEO at Compose.ly, Nicole shares why so many standout marketers come from journalism backgrounds, how proprietary data creates a powerful brand story, and why editing is becoming the most valuable skill in an AI-driven world. She also talks about the importance of authentic relationships, repurposing content with purpose, and why marketers who focus on strategy, not shortcuts, will continue to thrive.
In this episode, you’ll learn:
Things to listen for:
(00:00) Intro
(00:46) Celebrating one year of Content Matters
(01:11) Flipping the script: Nicole gets interviewed
(02:50) Memorable moments and lessons learned
(05:57) The importance of journalism in marketing
(07:20) Personal stories and influences
(13:44) The role of data and AI in marketing
(17:37) The future of marketing with AI
(31:49) Encouragement for marketers
(33:53) Looking ahead: what's next for Content Matters
Resources:
What can scuba diving teach us about content marketing in the era of AI search?
Alexandra Gillespie, Editorial Writing Manager at Wellhub and former editor at Scuba Diving Magazine, joins Nicole to share how lessons from diving, like “plan the dive, dive the plan” apply to building marketing strategies that hold steady amid shifting trends. She explains how her journalism background shapes a people-first approach to storytelling, why strong SEO fundamentals still power success in Generative Engine Optimization (GEO), and how her team uses AI to work smarter without sacrificing strategy.
In this episode, you’ll learn:
Things to listen for:
(00:00) Intro
(01:20) Alexandra's journey from journalism to marketing
(02:26) The value of a journalism background in marketing
(04:01) Lessons from scuba diving applied to marketing
(05:46) The importance of a holistic marketing strategy
(11:00) Aligning content for AI and GEO
(20:25) Leveraging AI tools in content marketing
(28:30) The role of proprietary research in marketing
(33:43) Embracing AI without letting it lead you
Resources:
What does it take to create video content that truly connects in an era of AI tools and endless scrolling?
Drew English, CEO of Charter & Co and Forge Virtual Studios, joins Nicole to share why framing and storytelling—not just raw output—are what make video unforgettable. He breaks down how brands can use AI without losing the human touch, the three buckets of video content every marketing strategy needs, and why swinging big on brand is the smartest move in a performance-obsessed world.
In this episode, you’ll learn:
Things to listen for:
(00:00) Intro
(02:40) Ethics of editing with AI in video
(05:30) Where AI fits in video marketing
(06:48) Three buckets of video strategy explained
(10:08) Why AI fails in high-impact content
(11:57) Digital twins as risk to credibility
(16:54) Why video matters in modern marketing
(19:38) Using data to guide video strategy
(32:21) Balancing brand-building and performance marketing
Resources:
What could go wrong when using AI to scale your content?
Miki Palet, founder of Tailride, joins Nicole for a live case study in what happens when AI-driven content goes too far, too fast. After three months of growth, Tailride’s traffic collapsed with a Google penalty. Miki shares the hard lessons learned, the balance between humans and AI in content creation, and why transparency with customers has become one of Tailride’s greatest assets.
In this episode, you’ll learn:
Things to listen for:
(00:00) Intro
(01:02) The LinkedIn post that started it all
(01:36) Initial success with AI in SEO
(02:19) Facing the Google penalty
(03:23) Troubleshooting the issue
(07:02) Scaling AI-driven content cautiously
(11:28) Balancing AI and human input
(18:12) Transparency and authenticity in business
(25:58) Mastering marketing with AI
(27:13) The aftermath of the viral LinkedIn post
Resources:
What does it mean to optimize for search in a world reshaped by generative AI?
Chris Raulf, international AI SEO expert and founder of Boulder SEO Marketing, joins Nicole to explore how search behavior, SEO methodology, and content creation are evolving fast, and what marketers need to do to stay ahead. He shares how AI has shifted both the tools and expectations in SEO, how his team developed their own AI agent to automate workflows, and why content quality still reigns supreme in a zero-click search landscape.
In this episode, you’ll learn:
Things to listen for:
(00:00) Intro
(01:36) The evolution of SEO
(02:11) Generative Engine Optimization (GEO)
(06:29) Content creation and audience connection
(08:25) The role of long-tail keywords
(13:19) Google's market share and AI integration
(18:56) AI tools and job automation
(21:24) Building AI workflows
(28:41) How to navigate the changing landscape
Resources:
What happens when content marketing, internal comms, and AI all converge in one role?
Cristina Huré, Sr. Communications & Content Marketing Manager at ContactMonkey, joins Nicole to discuss the evolving expectations for today’s content leaders. From her roots in journalism and PR to navigating sales enablement and product marketing, Cristina shares how she’s adapting her strategy for a world where every channel and every touchpoint matters. Cristina also explores how AI is helping her extract customer insights at scale, why digital PR is having a resurgence, and how internal communications can learn from external marketing best practices to drive real engagement.
In this episode, you’ll learn:
Things to listen for:
(00:00) Intro
(02:46) Editorial vs. content marketing
(03:58) The role of data in content marketing
(05:13) The resurgence of digital PR
(11:57) Content strategy at ContactMonkey
(20:27) Direct mail campaigns in a digital world
(24:40) Embracing AI in marketing
(35:28) Advice for marketers
Resources:
In a world where AI is rapidly reshaping search behavior and content creation, how can marketers stay ahead of the curve?
Kaylee Peterson, Director of SEO at Compose.ly, joins Nicole to talk about the evolving landscape of AI search and content strategy. They discuss how Google’s increasing reliance on AI is changing the game for SEO and content creators, and how brands can adapt to stay visible in an AI-first world. Kaylee shares insights on leveraging AI tools, understanding the shifting dynamics of organic traffic, and the importance of building brand authority to thrive in the new search era.
In this episode, you’ll learn:
Things to listen for:
(00:00) Intro
(02:55) Current state of AI in Google search
(04:59) How AI is impacting SEO
(08:39) Understanding LLMs and content strategy
(12:55) Effective tracking and reporting techniques
(18:43) Adapting marketing strategies for AI
(25:01) Future-proofing SEO and content creation
(30:57) How to navigate the future of content and AI
Resources:
What does it take to stand out when “good enough” no longer cuts it in today’s AI-driven content landscape?
Kyle Whigham, SEO Manager at Luxury Presence, joins Nicole to explore the evolving world of content strategy and search. He shares how his journey from entry-level link builder to SEO leader taught him the value of alignment, integrity, and thoughtful execution. Kyle breaks down the rising importance of expert-driven, localized content and how AI-assisted workflows can either help, or hurt, depending on your approach.
In this episode, you’ll learn:
Things to listen for:
(00:00) Intro
(01:23) Kyle's journey into SEO
(03:53) Transitioning between management and an IC role
(07:06) The philosophy of work and content quality
(15:41) Leveraging AI in content production
(17:57) AI's impact on SEO and search behavior
(20:43) Strategies for effective content and SEO
(28:08) Renewed importance of quality content
Resources:
What happens when a full-time growth marketer builds a thriving consultancy on the side?
Sheri Otto, Founder and CEO of Growth Lane Strategies, joins Nicole to share her nonlinear path—from HubSpot to launching her own boutique firm. She talks about balancing motherhood, marketing, and momentum along the way. In this conversation, Sheri breaks down how behavioral science, neural coupling, and her love of templates drive demand gen. She also explains why storytelling might just be your most powerful sales tool.
In this episode, you’ll learn:
Things to listen for:
(00:00) Intro
(01:28) Balancing multiple roles and context switching
(03:09) The importance of templates and AI in high-performance roles
(05:09) Embracing your story and personality types
(16:47) Navigating corporate politics and differentiating yourself
(20:18) Transition to meaningful work
(20:52) Understanding company needs
(22:01) Tech stack insights
(22:46) Behavioral science in marketing
(29:27) The power of storytelling
Resources:
What does content marketing look like after 30 years in the business?
Amanda Salem, director of content marketing at Constant Contact, joins the show to share her journey from storytelling roots to leading a digital marketing evolution for small businesses. With deep expertise in email, automation, and AI tools, Amanda offers a clear view on how marketers can balance SEO demands with authentic customer connection—and why understanding psychographics is the secret to meaningful messaging.
In this episode, you’ll learn:
Things to listen for:
(00:00) Welcome to the show
(02:41) Journey into content marketing
(06:36) The role of AI in content marketing
(12:28) Understanding your audience
(21:15) Understanding customer decisions
(23:17) Tech stack insights
(25:51) Balancing SEO with authentic, helpful content for customers
(36:21) Final advice on building customer relationships through learning
Resources:
Learn more about our sponsor, Apollo, here: https://apollo.io
What happens when a career agency content lead takes their talents in-house?
Stephanie Yoder, Director of Content at Rebrandly, joins the show to unpack her transition from agency life to leading in-house strategy—and why that shift gave her a whole new lens on collaboration, content creation, and career longevity. With two decades in the game, Stephanie brings a rare combination of deep empathy and sharp execution, sharing how solo travel, ghostwriting, and global teams have shaped her approach to content.
In this episode, you’ll learn:
Things to listen for:
(00:00) Welcome to the show
(01:09) Stephanie's journey into content marketing
(04:07) Transition from agency to in-house
(05:14) Challenges of content marketing
(13:40) Empathy in content marketing
(17:44) AI and content strategy
(27:18) Aligning organizational goals
Resources:
Connect with Stephanie: https://www.linkedin.com/in/stephanie-yoder/
Learn more about Rebrandly: https://www.rebrandly.com
Connect with Nicole: https://linkedin.com/in/nicolemmaclean/
More from Compose.ly: https://compose.ly/content-matters
Produced in partnership with Share Your Genius: https://shareyourgenius.com/
Learn more about our sponsor, Apollo, here: https://apollo.io
When the playbook keeps changing, how do modern marketers stay grounded and effective?
Paola Marino, Digital Marketing Manager at Virtual Intelligence Briefing (ViB), joins the show to unpack what it’s really like to market in a lean, high-velocity B2B environment. From running a social agency in Mexico to building full-funnel strategies in the U.S., she shares how her career pivots shaped the way she approaches experimentation, content repurposing, and brand storytelling in today’s crowded market.
In this episode, you’ll learn:
Things to listen for:
(00:00) Welcome to the show
(02:21) Career transition and challenges
(07:08) Social media in digital Marketing
(09:28) The importance of multi-channel strategies
(10:58) Adapting to AI and generative tools
(15:53) The future of ABM and personalization
(17:51) The nature of experimentation in marketing
(19:34) Balancing tactical and strategic thinking
(22:36) Challenges of self-evaluation in marketing
(25:15) The role of AI in marketing data analysis
(27:12) Programmatic advertising and its impact
(31:00) Leadership: More than just a title
Resources:
Connect with Paola: https://www.linkedin.com/in/paola-marino/
Learn more about Virtual Intelligence Briefing (VIB): https://vib.tech/
Connect with Nicole: https://linkedin.com/in/nicolemmaclean/
More from Compose.ly: https://compose.ly/content-matters
Produced in partnership with Share Your Genius: https://shareyourgenius.com/
Learn more about our sponsor, Clutch, here: https://clutch.co/
What happens when a storyteller learns to speak the language of the C-suite?
Myles Carter, Senior Director of Content Marketing at Trolley, joins the show to talk about the real skills marketers need today: blending art and revenue strategy. He shares how his storytelling roots shaped his marketing career, why building trust is the key to standing out in a crowded market, and why marketers who deeply understand business fundamentals will be the ones who thrive.
In this episode, you’ll learn:
Things to listen for:
(00:00) Welcome to the show
(00:00) Myles Carter and his journey to Trolley
(01:50) The blend of creativity and business in modern marketing
(05:23) How vertical-specific messaging impacts GTM strategy
(09:40) Making a strong business case for marketing investments
(13:19) Building organizational intuition and revenue-focused content
(15:36) Why AI can’t replace foundational marketing skills
(18:22) Storytelling, coaching, and career pivots
(23:35) Lessons from content fatigue and information overload
(37:49) Trust as a differentiator in brand marketing
(41:05) Picking the right marketing channels for focus and impact
Resources:
Learn more about our sponsor, Apollo, here: https://apollo.io
Is your marketing truly audience-first — or just going through the motions?
Kaylee Peterson, Director of SEO at Compose.ly, returns to the show with a soapbox moment about the realities of working with SEO agencies, what clients should expect from partners, and why education and transparency matter more than ever. We’re also joined by Adam Robles, co-founder of Reach Agency, to talk about community building, client trust, and how to guide audiences from awareness to advocacy, especially when budgets are tight and expectations are high.
In this episode, you’ll learn:
Things to listen for:
(00:00) Welcome to the show
(00:56) Kaylee discusses SEO agency challenges
(02:41) The importance of educational SEO partners
(07:04) Adam Robles introduces Reach Agency
(10:35) Balancing structure with creativity in marketing
(12:43) Developing and engaging an online community
(16:04) Addressing client objections to community interaction
(17:38) Transition from sales to agency life
(19:38) Common faux pas in community development
(21:02) Using Reddit for B2B community building
(23:17) Navigating social media challenge
(24:44) Fitting social ads into the customer journey
(31:04) The importance of customer journey ownership
(38:36) Friends Matter: UserEvidence’s 2025 CMA Technology Landscape Report
Resources:
Is adaptability the secret to building a strong marketing career?
Ana Osuna, Content Partnership Specialist at Compose.ly, discusses LinkedIn’s ban on Apollo and Seamless.ai and its impact on outbound sales. She and host Nicole MacLean explore data ownership and the importance of brand-building in a shifting digital landscape. We’re also joined by Matt Lyman, a marketing leader with over 20 years of experience, who shares how his background—from theater to collections to marketing ops—shaped his approach to leadership. He unpacks the evolving role of marketing leaders, the balance between strategy and execution, and why the best marketers understand both operations and creativity.
In this episode, you’ll learn:
Things to listen for:
(00:00) Welcome to the show
(00:59) LinkedIn bans Apollo & Seamless.AI
(02:22) Impact on sales and marketing tools
(06:00) From theater to marketing leader
(12:36) The importance of certifications
(18:36) Generational marketing insights
(21:44) Newsletter and cute projects
(22:13) The otter mascot story
(22:57) Duolingo's owl and marketing strategies
(24:49) The evolution of marketing roles
(27:56) The importance of generalist skills
(41:05) Hiring for abilities, not skills
(43:58) Friends Matter with 321 for 3:21 by R.I.D.E 4 ALL
Resources:
How do marketers use data effectively without losing authenticity?
Mike Leonhard, Founder & CEO of Compose.ly, shares his perspective as a C-suite buyer on why data matters in marketing and how companies can use it to build trust and close more deals. We’re also joined by Jillian Hoefer, Senior Content Marketing Manager at UserEvidence, known for her Dumpster Fire campaign. Jillian explores the challenges of balancing storytelling with hard numbers, the rise of founder-led content, why not every executive should be a thought leader, and how marketing teams can help employees create and share content that feels real and useful.
In this episode, you’ll learn:
Things to listen for:
(00:00) Welcome to the show
(01:05) The importance of data in marketing and sales
(06:31) Coaching marketers on using data effectively
(08:13) Jillian Hoefer and the 'Dumpster Fire' campaign
(11:35) Creating impactful marketing content without big budgets
(16:12) The role of thought leadership and founder-led content
(18:59) Finding the right content format for leadership voices
(24:35) How content marketers earn a seat at the table
(27:24) Using original research to create valuable content
(30:56) Enabling internal teams to distribute content effectively
(34:53) Focusing on the problem vs. selling the solution
(38:12) Using ChatGPT to personalize LinkedIn content
(48:04) Friends Matter with Capitalize
Resources:
Learn more about our sponsor, Apollo, here: https://apollo.io
Is content the key to building relationships at scale in B2B marketing?
Ashley Strosnider, Head of Editorial at Compose.ly, explores the evolving role of editors in content marketing. She explains the fine line between editing and rewriting, the importance of trust in content workflows, and how AI is reshaping the editorial process. We’re also joined by James Furbush, VP of Marketing at AccessOne, to share how his team uses content-led growth to navigate long sales cycles and engage buyers effectively. He talks about why featuring buyers in content builds credibility, how podcasts and social media expand brand reach, and why positioning your brand among the top three choices is critical for sales success.
In this episode, you’ll learn:
Things to listen for:
(00:00) Welcome to the show
(01:17) Understanding writing and editing
(02:50) The role of content editors
(04:34) When to ed vs. rewrite
(06:30) Tips for marketers on working with editors
(07:47) Building trust and setting content goals
(11:18) AccessOne's mission and approach
(14:28) Content strategy in healthcare marketing
(15:40) Why content is critical for long sales cycles
(17:30) Building relationships at scale through content
(18:56) Using podcasts as a part of your marketing strategy
(26:03) Leveraging partnerships to grow a podcast
(32:30) Scrappy marketing tactics that actually work
(34:19) Friends Matter with Lauren Joskowitz, Editorial Director of MyFitnessPal and host of ‘The Clean Body Podcast’
Resources:
Learn more about our sponsor, Clutch, here: https://clutch.co/
Is your SEO strategy ready for the next evolution ofbig shift in search?
Kaylee Peterson, Director of SEO at Compose.ly, opens the episode by addressing the growing shift from traditional SEO to Answer Engine Optimization (AEO). She explains how AI-driven tools like ChatGPT and Bard are reshaping search behavior and shares strategies for creating modular, user-friendly content that works for both humans and bots. We’re also joined by Will Sigsworth, Head of SEO at Pipedrive, to demystify how AI, AEO and technical SEO are shaping the future of content marketing. He explains how marketers can optimize for emerging search behaviors without abandoning tried-and-true SEO principles.
In this episode, you’ll learn:
Things to listen for:
(00:00) Welcome to the show
(01:52) Debunking the 'SEO is Dead' myth
(02:31) Understanding AEO and its impact
(07:21) Creating scannable and modular content
(08:50) Will Sigsworth, Head of SEO at Pipedrive
(11:50) Balancing content and SEO strategies
(19:24) The importance of EEAT in SEO
(21:44) Consistency in content creation
(23:50) Kickstarting content marketing and SEO from scratch
(24:35) Optimizing existing successes for better results
(26:41) The importance of holistic SEO strategies
(29:56) Navigating the competitive CRM market
(33:08) Reddit's role in modern SEO
(38:13) The vital role of technical SEO
(43:40) Friends Matter with Ian Binek and Nick Fraunfelder, hosts of ‘The Growth Asylum'
Resources:
If content is queen, how do you make her reign supreme?
We’re once again joined by Franny Harold, Content Creator at Compose.ly, who gives tips for staying consistent with social media strategies and how to avoid burnout when managing content creation. We’re also joined by Ornella Sinigaglia, Marketing Director at PressReader, who breaks down the art of storytelling in B2B marketing and the challenge of balancing multiple audiences. Ornella shares how PressReader’s brand refresh focused on building emotional connections while maintaining business impact, revealing why storytelling is the heartbeat of effective marketing.
If you’re looking to create content that resonates deeply with diverse audiences, this conversation is for you.
In this episode, you’ll learn:
Things to listen for:
(00:00) Welcome to the Show
(01:14) Advice on sustainable social media strategies
(04:17) Consistency and avoiding burnout on social media
(08:00) Introducing Ornella Sinigaglia of PressReader
(14:39) Content Creation Difference Between a B2B and B2C Audience
(17:48) How SEO and Storytelling Shape Content Strategy
(25:05) Marketing as the Heartbeat of an Organization
(35:38) Final Advice for Marketers: Stay Curious and Thorough
(36:59) Friends Matter: Celebrating Chris Bastow from Industrious
Resources:
In this special edition of Content Matters, host Nicole MacLean revisits some of the best tips from the Compose.ly crew and past guests, including unseen clips. Key topics include goal setting, giving and receiving feedback, and fostering a strong sales and marketing partnership.
Tune in to hear the valuable content that didn’t make the final cut.
In this episode, you’ll learn how to:
Things to listen for:
(00:00) Introduction
(00:22) Creating a Great Brief with Ashley Strosnider
(04:04) Using Improv Comedy for Better Feedback with Franny Harold
(09:32) Strengthening Sales and Marketing Partnerships with Ana Osuna
(10:19) Setting and Reporting Goals with Mike Leonhard
(13:28) Wrapping up
Resources:
