Behind Good Content

Barney O’Kelly leads product and solutions marketing at AlixPartners, a global consulting firm with thousands of employees and billions in revenue. Inside a firm like that, getting executives to show up on LinkedIn isn’t easy, but Barney has been a lone evangelist for this motion, helping hesitant leaders get out there, share their thinking, and build real relationships. He tells us all about how he introduced executive-led content internally, the resistance he faced, and how he reframed “personal brand” into something that actually resonated: be seen and make friends.He tells us all about the psychology behind why executives hesitate to post, how to get past the “I’m not interesting” hurdle, why engagement metrics are often misleading, and how this motion actually drives real conversations, relationships, and revenue. It’s a practical look at how executive presence can work inside a large, legacy firm, and what it actually takes to make it stick.

Richard van der Blom has spent years studying LinkedIn more rigorously than almost anyone else. Every year, he and his team analyze more than 2 million LinkedIn posts and turn that data into his widely read Algorithm InSights Report. In this episode, we get into what he’s seeing on the platform right now, from declining reach to LinkedIn’s shift from network-based distribution to interest-based distribution, and what that means for anyone using LinkedIn as a serious growth channel. He tells us all about what “consumption rate” means for posts and videos, why overhauling your profile matters more than most people think, how Richard sees the balance between AI and authenticity on the platform, why there is still real opportunity on LinkedIn in 2026, and what creators and B2B operators should actually do if they want to earn attention, build authority, and turn that into pipeline.

Chris Eberhardt leads marketing at Clarify, a Series A CRM trying to break through in one of the most crowded software categories out there. Instead of chasing more channels and more volume, Clarify has focused on building trust around its founder, Patrick Thompson, and extending that voice beyond LinkedIn through a long-form executive newsletter.Chris tells us about how that newsletter, Founder Therapy, came together, why they built the audience from scratch instead of importing subscribers, what makes an executive newsletter work, and what they’ve learned so far about using long-form content to build trust with founders.

Noah Greenberg is the CEO of Stacker, a platform that helps brands turn original, editorial content into earned distribution across thousands of news outlets. He tells us all about the shift happening in B2B marketing: companies are hiring journalists and editorial leaders instead of traditional content marketers, because the old acquisition playbook is saturated and brand matters again.Noah breaks down why “newsroom” thinking is showing up inside more companies, what distribution looks like when you treat owned content like earned media, and how Stacker became infrastructure that connects brands producing high-quality stories with publishers that need more content.

Jess Cook is a creative director turned content strategist who cut her teeth writing, emotional, memorable brand work for highly commoditized brands like Eggo, Rice Krispies, and Cottonelle. Today, she brings that mindset into B2B as VP of Marketing at Vector.She tells us all about why likability and emotional resonance are becoming increasingly important in a crowded SaaS market, activating employees as creators, building in public, specific campaigns that worked, and why she believes content marketers are uniquely positioned to rise into marketing leadership in the years ahead.

Kyle Lacey is the CMO of Docebo, a public learning and development software company with 800+ employees, but he's not a traditional big-company marketer. He came up as a content marketer, built his own audience to 60,000+ followers on LinkedIn, and actually understands how digital content works today.He tells us all about through the four buckets he uses to run content at a company this size: market and external comms, employee advocacy, executive thought leadership, and benchmarking and research. We get into how he budgets and measures what’s working, why he’s more bullish on employee-led content than most CMOs, how to help execs post consistently when time is the real constraint, and why he believes the last differentiator in a world where everyone has AI is your people.

Melissa Rosenthal, the co-founder and CEO of Outlever, and former Global VP of Creative at BuzzFeed, CRO at Cheddar, and CCO at ClickUp, tells us all about her thesis for “editorial brands” and why every great B2B company is really a media company in disguise.We get into how Outlever builds always-on owned media machines like CIO News, what it actually takes to run a newsroom inside a B2B company, how Melissa activated 40+ ClickUp employees as creators, why people are the real distribution channels that will matter in the next era of B2B, and more.

Peter Kang is the head of social at Clay and the architect behind growing their LinkedIn company page from ~14K to 100K+ followers in just 69 weeks, via 961 posts. He tells us all about what a company page is actually for in a world where exec content leads, how Clay turns fundraising rounds into full-company marketing moments, why teams overvalue things that are easy to measure, using AI as a paintbrush instead of a printer, and more.

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.

Peter Walker is the Head of Insights at Carta and has built a massive LinkedIn following (97k+) sharing valuable data and data visualizations across the private capital ecosystem. He told us all about starting his content from the data analysis level, his data visualization process, why Carta doesn't hold him to a lead number, 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.

Alec is the founder of SalesBrand, an audience-first GTM strategy consultancy for B2B founders and executives that has helped several of LinkedIn's top voices get their massive followings, post engagement (over 115 million views in just the last year), and sales results. He told us all about creating authenticity in your posts, reacting to LinkedIn algorithm changes, how he selects his clients, and more.

Chris is the founder and executive of Refine Labs, and CEO at Passetto. He's built a massive following on LinkedIn (157k) and is one of the most influential voices on the platform. In this episode, he talks to us about the actual strongest metric to determine your effectiveness on LinkedIn, why companies are overspending on sales and marketing, how to set your company up right to do social media, and more.

Sam is Founder and CEO of Pavilion. He is one of the leading voices on Linkedin today with a following of 90,000. In this episode he told us about his Linkedin origin story, how he transitions his content audience into a sales funnel, and why Linkedin has become "too helpful" for his business.

Adam is CEO of Rentention.com and RB2B. He has built a huge audience on Linkedin (76K), and is now using the platform to bring new products and features to market. He told us all about how he built his audience, how he is using it as a go-to-market function, and the painful lessons he learned along the way.