“If you do that in a kind of fake way, people are going to smell it from a mile away. Their BS radars are going to go off,” says Shawnie Hamer, Director of Brand and Content Marketing at Crossbeam

In this episode of The Content Cocktail Hour, Shawnie Hamer, Director of Brand and Content Marketing at Crossbeam, tells us how Crossbeam uses Ecosystem-Led Growth to strengthen partnerships and create authentic, value-driven content. Shawnie shares her unique journey from academia to content marketing leadership and emphasizes the importance of aligning marketing efforts with customer trust. She also talks about the misconceptions around AI in content creation and highlights the irreplaceable value of human creativity.

In this episode, you’ll learn:

1. What Ecosystem-Led Growth is and how it empowers go-to-market strategies
2. Why authentic content outperforms keyword-focused traffic tactics
3. How to create content that earns trust and delivers real value

Resources:

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

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

Connect with Shawnie on LinkedIn: https://www.linkedin.com/in/shawniehamer/

Explore Crossbeam: https://www.crossbeam.com/

Timestamps:

(00:00) Intro

(01:06) Shawnie’s background: From teaching to content marketing

(07:42) The power of trust in Ecosystem-Led Growth

(11:49) Aligning with larger brands authentically

(13:03) Quality vs. quantity in content strategy

(16:29) Listening to customers to create impactful content

(25:00) Why AI won’t replace authentic content creation

(26:34) Crossbeam’s new website and interactive elements