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Social media comments are often an afterthought—either ignored or avoided. But why? On the latest episode of Content Amplified, Benjamin Ard sat down with Sarah Stadler, VP of Marketing at Respondology, to discuss why brands should stop overlooking their comment sections and start leveraging them as a strategic asset. Here's the full interview: https://lnkd.in/gNT327tN What you need to know: ? Your comments section is a real-time focus group "The reason you should care about it is because it's the only direct path to one-on-one communication with your audience. Comments are where people go to have a discussion, and that’s incredibly valuable feedback—without the big budget of a formal focus group." ? Your comment section = your next content brief "One of the best social media leaders we know, from Duolingo, talks about using the comment section as a content brief. You can see what matters to people, pull topics from their discussions, and make smarter decisions about what to create next." ? A cluttered comments section drives people away "When comment sections are riddled with spam or toxicity, people won’t engage. First, clear out the noise. Use moderation tools to remove spam and hate speech, making space for genuine conversations." ? Engagement isn't optional—it’s the point "If you're using social media as a one-way channel, you’re missing the opportunity. Get in there. Respond to criticism, celebrate praise, and build real connections. That’s what social media is for." ? Your employees can be your strongest voice "People want to hear from people, not brands. That’s why influencer marketing is so powerful. Encourage employees to engage in conversations authentically. A brand’s reputation is built by the people who represent it." Thanks for the insights, Sarah!

Every business has a logo. Every company has a tagline. But what truly sets a brand apart? Its voice. On the latest episode of Content Amplified, Benjamin Ard sat down with Courtney Todd, founder of Umlaut Agency, to break down how businesses can define, refine, and amplify their brand voice. Here's the full episode: https://lnkd.in/gBzYgzXY ? A brand voice isn’t optional—it’s essential. "Your brand voice is how you speak to customers, employees, and the world. In today’s crowded landscape, it’s what makes your content instantly recognizable and builds trust." ? Defining your brand voice starts with research—lots of it. "When we work with clients, we take them through an in-depth discovery process. We ask everything from ‘What kind of car would your brand drive?’ to ‘Which celebrity embodies your brand?’ The answers reveal not just who they are, but how they should sound." ? Your voice should be consistent—but adaptable. "A big misconception is that your brand has to sound exactly the same everywhere. No. Your foundation should be consistent, but your execution should flex based on the platform. LinkedIn isn’t Instagram. A website isn’t a podcast." ? Being different isn’t about being loud—it’s about being true "When assessing competitors, the goal isn’t to copy—it’s to identify gaps. What’s missing in the conversation? How can you add value in a way only you can?" ? Biggest mistake brands make? Not listening to their audience. "Your voice isn’t what you think it is. It’s what your audience hears. The brands that thrive are the ones that pay attention, test, tweak, and evolve based on real engagement." Want your brand to stand out? Start with your voice. Thanks again for sharing your insights, Courtney!

Most brands think they know their audience. The reality? They’re often wrong. Craig Brown, VP of Marketing at Connect Homes, joined the Content Amplified podcast to break down why content often fails—and how to fix it. Listen to the full interview here: https://lnkd.in/gaDyiaYU Here are some of the major points he shared: ?? Relevance is everything. "We receive so much relevant information every day. If we’re not getting the same from brands, we ignore it. The only way to cut through the noise is to make content that speaks directly to people’s pain points." ?? Start with your data. "Google Analytics, CRM data, and social media insights already tell you who your audience is. If you assume instead of analyze, you’ll create content for the wrong people." ?? Personas aren’t about names—they’re about numbers. "We all love giving personas fun names, but what really matters is age, gender, income, and behaviors. Understanding these tells you how to position your brand and whether your messaging aligns with the right market." ?? Go where your audience is. "If you’re targeting 50-60 year olds, lean into Facebook and email. For 20-30 year olds, prioritize Instagram, TikTok, and YouTube. You don’t need to be everywhere—just in the right places." ?? Engagement is the metric that matters. "Click-through rates, open rates, view times—these tell you if people actually care. Behavior change takes time. If engagement is growing, the sales will follow." Are you aligning your content to the right audience? If not, it’s time to rethink your strategy.

Content can completely replace your outbound motion. One way is called "Content-Led Sales" - created by Dr. Jim (??? ???????????) Kanichirayil. On the latest episode of Content Amplified, Dr. Jim shared why content is the ultimate equalizer in sales and how shifting the focus from selling to storytelling can transform buyer relationships. Listen to the full episode here: https://lnkd.in/giWi88Xp Here's what you need to know: ?? “Salespeople think they’re the hero, but they’re just a prop.” Most sellers enter conversations assuming they’re the main character. The reality? The customer is the hero—sales is just a guide to help them reach their goals. Content allows you to position the customer at the center of the story. ?? “The problem with traditional sales? It burns 97% of your market.” Cold outreach aims at the 3% of buyers ready to purchase—while alienating the rest. Content-led sales engages 100% of your market, bringing them into an ecosystem where relationships, not transactions, are the focus. ?? “The key is delaying the urge to sell.” If the first thing you do after creating content is pitch, you’ve missed the point. The goal is engagement first, sales second. The longer you wait, the stronger the connection—and the more natural the sale. ?? “Content is your way in when no one knows who you are.” For startups and small brands, the biggest challenge is credibility. Cold outreach often fails because no one knows (or trusts) the sender. A well-crafted content strategy—podcasts, blogs, video—creates a reason for decision-makers to engage. ?? “Every salesperson should be the CEO of their own desk.” Sales leaders hesitate to let teams build their personal brands. But in a world where AI can replace volume-driven outreach, sellers must become thought leaders to stay relevant. Content-led sales isn’t just a strategy—it’s job security. Give content-led sales a shot and see how it works for your organization!

The Hidden Pitfall of Content Marketing: Are You Guilty of "Content Narcissism"? Most companies think they’re doing content marketing right. But are they really? Meet "Content Narcissism"—a term coined by marketing expert Katherine LeBrun. It's the mistake businesses make when they turn their content into an endless celebration of themselves instead of focusing on their audience. Katherine joined us on the latest episode of Content Amplified to break down this problem—and how to fix it. ?? Content narcissism is everywhere. "Many companies churn out content because they know they have to—but it’s all about them. ‘We’re thrilled to announce…’ ‘Look at our amazing product...’ But in the process, they lose the customer. Content should be for your audience, not for a pat on the back." ?? The fix? Show, don’t tell. "Marketing at its best reduces asymmetric information. It helps customers make informed decisions. The key? Show expertise by discussing real problems and all possible solutions—not just your own. That’s how trust is built." ?? Stop talking at people—start building relationships. "95% of your market isn’t actively shopping for your product at any given time. So if all you do is post company updates, you’re missing the bigger opportunity: building a long-term connection with your audience before they even need you." ?? People follow people, not faceless brands. "Most people don’t engage with corporate accounts—they engage with people. That’s why employees, especially leaders, are now the face of a company’s content. It feels more real, more passionate, and more valuable." ?? Yes, this kind of content is harder to track—but it’s worth it. "Relationship-building content doesn’t always have a clear dollar-in, dollar-out ROI. But the best companies allocate time and budget for longer-term bets. Over time, this kind of content turns into real demand, even if you can’t measure it in a week." The takeaway? Content isn’t about you. It’s about them. Shift your strategy, and the right audience will follow.

Most companies talk about their unique selling points. But what if the real magic happens when a brand goes beyond the product and connects with a bigger purpose? On the Content Amplified podcast, Barry Silverman, VP of Marketing & Branding at Ultrafabrics, shared how his team transformed a simple product feature—comfort—into a meaningful content strategy with real impact. Here's what he shared: A Tough Messaging Challenge: "Our unique selling point is comfort, but that’s difficult to communicate because comfort is something you feel. It’s experiential. We needed a way to make it tangible." A Powerful Customer Insight: "We discovered that 15-20% of the population deals with neurodegenerative conditions that affect their ability to feel comfortable in built environments. That was the ‘aha’ moment—our product wasn’t just about comfort; it was about inclusion." Creating a Movement, Not Just Marketing: "We started partnering with experts, hosting panel discussions, and publishing white papers. The response was overwhelming. Designers and customers wanted more. That’s when we knew we had something real." Aligning Business with Purpose: "This initiative wasn’t just a trend—it aligned perfectly with our brand’s mission. It wasn’t a departure from our goals; it deepened our story and our relevance in the market." The Lesson for Every Marketer: "The best content comes from uncovering insights that matter. Talk to customers. Ask deeper questions. And most importantly—stay open to unexpected ideas. The most powerful marketing often starts with curiosity." Barry’s story is a masterclass in content marketing that transcends traditional brand messaging. It’s about finding the intersection of business, customer needs, and a cause worth championing.

Most brands play it safe—relying on evergreen content and generic best practices. But in industries where breaking news and real-time insights matter, that’s not enough. On the latest episode of Content Amplified, we sat down with Rya Manners, PCM?, CDMP, VP of Marketing at Prosegur, to talk about how her team creates content that stays ahead of the curve and resonates with their audience. ?? Stay ahead of the news. "We have Google Alerts set up for competitors and industry keywords. Our risk management division also monitors security alerts, sometimes getting intel before it even hits mainstream news. That allows us to plan ahead." ?? Add real value—not just information. "We don’t just report the news. We explain why it matters, how it could impact our audience, and what they should be thinking about next. That’s what makes people trust us." ?? Engagement isn’t just clicks—it’s conversation. "The best feedback we get is when someone says, ‘I hadn’t thought about it this way before.’ That’s when we know our content is truly making an impact." ?? Your team can be your biggest content asset. "Many of our experts come from law enforcement, military, or intelligence backgrounds. They’re active on LinkedIn, sharing their perspectives. That personal branding creates credibility and opens up direct conversations with potential clients." ?? Support, don’t control, employee advocacy. "We encourage our team to build their personal brands. We offer tips on positioning and messaging, but ultimately, it’s their voice and expertise that makes the difference." Content marketing isn’t just about pushing out information. It’s about positioning your brand as the expert people trust—so when a real problem arises, they turn to you first.

"Measure the right thing, not everything." Marketing isn't about gut feelings—it's about learning, adapting, and optimizing. On the latest episode of Content Amplified, Stephan Longo shared how testing and learning fuel business growth. With experience scaling companies across industries, Stephan has mastered the art of data-driven decision-making. ?? Data beats opinions: "Guessing yourself on what you think will work versus having data tell you whether you’re 50% right, 100% right, or 0% right is a game-changer." ?? Your marketing channels don’t work in silos: "We found that TV and radio had a huge effect on pay-per-click. You can spend all the money you want on PPC, but if you’re not driving awareness, people won’t search for you." ?? Transparency drives better partnerships: "I ranked TV stations based on conversions and shared the results with sales reps. They knew where they stood, and it motivated them to improve. That’s how we optimized our media spend." ?? Attribution isn’t perfect, but it’s essential: "Some mediums are easier to track than others. But at the end of the day, your job is to get the right message on the right platform and measure it as best you can." ?? Always stay ahead of the curve: "The worst thing you can do is assume you’ve ‘found the sweet spot’ and stop testing. Three months later, something shifts. You need to keep iterating." The best marketers aren’t just creatives—they’re problem solvers who embrace experimentation.

Too many go-to-market strategies sound great in theory but crumble in execution. Why? Because they don’t answer three essential questions: 1?? Why would anyone buy? 2?? Why would they buy from us? 3?? Why would they buy now? On the latest episode of Content Amplified, Jeff Hoffman shared powerful insights from his 35+ years in software sales, leadership, and revenue strategy. ?? "Your messaging isn’t one-size-fits-all." Each stakeholder in the buying process needs a tailored message. Understand their pain points and craft statements and questions that resonate with them. ?? "Speed matters. Strategy matters more." Some deals will take three months, others a year. Plan your sales approach accordingly—shorter deals can generate revenue while you work on longer, higher-value opportunities. ?? "A broken pipeline isn’t just a sales problem." If deals aren’t closing, look beyond the sales team. It could be misaligned territory strategy, weak product-market fit, or ineffective marketing. ?? "Winning requires iteration." If something isn’t working, don’t wait—adjust immediately. Analyze results, tweak your messaging, reposition your product, and optimize your market approach. ?? "Data beats assumptions." Proactive deal management prevents revenue leakage. If you’re not hitting your targets, go back to the beginning with fresh insights and refine your strategy. Success isn’t about having a great product—it’s about knowing how to sell it, to the right people, at the right time.

"Your personal brand is your reputation—at scale." - Don Barnett LinkedIn remains one of the most underutilized platforms for professionals looking to establish authority, build relationships, and generate opportunities. On the latest episode of?Content Amplified, Benjamin Ard sat down with?Don Barnett, Director of Sales & Marketing at LondonHouse Chicago, to discuss how to leverage LinkedIn for personal branding. Here are some of Don's takeaways: 1???Share Your Knowledge Freely "People worry about giving away their ‘secret sauce’—like it’s grandma’s potato salad recipe. But the reality is, most people won’t act on it. And if they do? Great. There’s enough opportunity in business for everyone to win. Sharing your expertise positions you as a thought leader and opens doors to referrals, speaking engagements, and more." 2???Engagement Before Creation "The first step isn’t posting—it’s engaging. Comment on posts, start conversations, and identify what resonates in your industry. This not only builds visibility but also gives insight into the content that truly adds value." 3???Find Your Own Content Style "Some people thrive with video, others with written posts or graphics. The best content format is the one you enjoy creating—because consistency is key. If you’re forcing yourself into a style that doesn’t excite you, you’ll burn out before you see results." 4???Consistency Wins "It takes time. I didn’t start seeing real inbound leads until about 9 months in. Expect to commit at least 9-12 months before gaining traction. The key? Show up 3-5 times a week with valuable content." 5???Engagement Over Vanity Metrics "Impressions are nice, but conversations matter more. Some of my best-performing posts weren’t the ones that went viral—they were the ones that sparked meaningful discussions and relationships." LinkedIn isn’t just a platform; it’s a?daily networking event?that works 24/7. Treat it like a job, show up consistently, and watch the opportunities unfold. Thanks for the great insights, Don!