“The distance between passable and great content is enormous—and only creativity can bridge the gap,” says David Ebner, President at Content Workshop.

In this episode of The Content Cocktail Hour, David Ebner, President at Content Workshop, explores the future of B2B content marketing and why creativity and storytelling matter more than ever in the era of AI writing. He shares insights on balancing measurable outcomes with bold ideas, the limitations of AI in storytelling, and how to create campaigns that resonate emotionally with your audience. David and Jonathan also recount their LinkedIn campaign experiment and discuss the role of influence, collaboration, and choosing the right medium for content creation.

In this episode, you’ll learn:

1. Why taking creative risks leads to memorable content
2. How to leverage co-creation and influence in your campaigns
3. The difference between “passable” and “great” content

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Check out The Juice HQ: https://www.thejuicehq.com/

Connect with David on LinkedIn: https://www.linkedin.com/in/davidjebner/

Learn more about Content Workshop: https://contentworkshop.com/

Timestamps:

(00:00) Intro

(01:13) Why creativity is essential in measurable marketing

(03:34) Leveraging storytelling to build emotional connections

(07:24) Why AI struggles with great storytelling 

(12:12) The viral LinkedIn campaign experiment

(17:38) The value of influence and co-creation in marketing

(22:08) Bold ideas vs. safe strategies