Behind Good Content

Anthony Pierri is the co-founder of Fletch, a positioning consultancy that has helped more than 500 B2B software companies get clearer on what they should be known for. He sees positioning less as a messaging exercise and more as a business decision, because once you choose the story you want to tell, you also choose what you are willing to leave behind.In this episode, he tells us all about the three positioning paths he sees most often: entering a mature category, building inside an emerging one, or trying to create a category of your own. From there, we talk about why each path leads to a different kind of content strategy, why homepage copy tends to expose whether the team is actually aligned, and why focusing on a smaller market can sometimes be the move that changes the whole business.

Eleanor Warnock is the managing director at Every, a media and software company at the cutting edge of AI. Every has automated as much as it can, built agents into the way the company works, and become a real model for what an AI-native company can look like. But Eleanor’s recent piece, “Socrates as a Service,” makes a case for one skill that AI still can’t replace: the interview.She tells us all about why the best stories still need a human to uncover them, what makes interviewing such an important skill in the age of AI, and why “extraction” is becoming more valuable as execution gets easier. We also get into her own process as a writer and editor, how she uses Claude without handing over the writing itself, and why the scarce thing now is not more content, but better questions.

Stephanie Bowker is the head of marketing at Metaview, an AI hiring platform that helps recruiting teams with interview notes, sourcing, application review, and more. Last quarter, she and her team made a series of polished commercial videos about the tension between recruiters and hiring managers, put them out across LinkedIn, LinkedIn Connected TV, and YouTube, and drove more than 15 million views and a 25% spike in direct and organic website traffic.In this episode, Stephanie tells us all about the process behind that work. We get into how she went looking for the real drama inside Metaview’s ICP, how she found the tension that recruiters already felt every day, and how her team tested that idea with scrappy lo-fi videos before putting real budget behind the bigger commercial spots. We also talk about what makes top-of-funnel content actually land, why LinkedIn Connected TV worked so well for this campaign, and where AI can help marketers move faster without replacing the human judgment that makes the work land.

Ara Kharazian is the lead economist at Ramp, where he uses the company’s spend data to produce original economic research. Because Ramp sees how thousands of companies are spending in real time, Ara is able to spot and explain patterns in where business is moving. He’s been especially focused on AI spending inside companies: how much businesses are actually spending on LLM tools, with which companies, and how those patterns are changing over time.Ara tells us all about how Ramp built its insights content motion, why first-party data can be such a powerful way to earn attention, and how he thinks about finding stories inside a company’s data set. We also get into how he built credibility with reporters and researchers, why Ramp makes parts of its data interactive and public, and what other companies should think about before trying to turn their own data into content.

Pranav Piyush is the CEO of Paramark, a marketing measurement company helping brands cut through attribution noise and understand what is actually driving business results. Paramark works with companies on measurement fundamentals like marketing mix modeling and incrementality testing, bringing more scientific thinking to one of the messiest questions in marketing: how do we know if this is working?He tells us all about why traditional attribution models are mostly broken, what smaller teams should pay attention to before they have enough data for real measurement, and how marketers can think more scientifically without overcomplicating the work. We also get into why product and marketing are more connected than most companies realize, how he thinks about building Paramark’s own content program, and why the best content in the AI era has to come from real conversations, real experiences, and real life.