#51 | Words in Progress with Natalie Marcotullio, Part 2 | Making Content Bigger Than What You Sell

In this episode, I sit down with Natalie Marcotullio to talk about the thinking behind Navattic’s Buyer First report—and why content only started working when they made it bigger than the product.We get into:How to create content that people care about before they’re in a buying cycleThe evolution of the Buyer First report (and why it’s still ungated)Why tying your brand to a bigger idea builds long-term trustThe difference between capturing demand and creating itIf you’ve ever felt like your content is stuck in sales-support mode, this one’s for you.Here's the link to the full 2025 B2B Buyer First Report: https://www.chilipiper.com/post/2025-b2b-buyer-first-report