The Content Cocktail Hour

“Bold moves get bold results,” says JH Scherck, founder & CEO of Growth PlaysIn this episode of The Content Cocktail Hour, JH Scherck, founder & CEO of Growth Plays, joins Jonathan Gandolf to break down what it really takes to win with content in today’s fragmented, AI-driven search landscape. JH unpacks why traditional SEO still matters—but only if it’s tied to real pipeline—and shares his candid take on how most companies are playing it too safe. From AI-powered discovery to the value of earned media and coined frameworks, he offers a clear-eyed perspective on what’s changing (and what’s not) in B2B content strategy. If you’re tired of surface-level tactics and ready to create content that actually drives results, this one’s for you.In this episode, you’ll learn:Why SEO still works—if you focus on pipelineHow AI is reshaping search behavior and discoveryWhy bold, creative risks outperform safe plays in marketingResources:Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with JH Scherck on LinkedIn: https://www.linkedin.com/in/jhtscherck/Connect with JH Scherck on X: https://x.com/jhtscherckVisit Growth Plays: https://growthplays.com/Timestamps:(00:00) Intro(01:09) Meet JH Scherck and Growth Plays(02:18) Drinking Dominus and California wine habits(03:06) Is SEO dead? Why it’s evolving, not obsolete(05:18) Fragmented search, new discovery behaviors(06:47) Search as an introduction, not the whole journey(07:44) Differentiation and finding your point of leverage(08:51) Why pipeline matters more than traffic(10:38) Content’s role in qualified lead generation(12:58) How AI and GEO are influencing visibility(14:56) What earns citations in generative engines(15:27) Coining phrases over chasing keywords(16:51) Why no one has GEO figured out—yet(18:36) Personalization, prompts, and user context in AI(20:11) JH’s unpopular opinion: Play it safe, stay stuck(21:29) Career-defining content risks that paid off(22:41) Playing it safe won’t get you promoted(23:16) How to connect with JH and Growth Plays

“Our content should be worth someone’s time—and money,” says David Ebner, founder & CEO of Content WorkshopIn this episode of The Content Cocktail Hour, David J. Ebner, founder & CEO of Content Workshop, returns to chat with Jonathan Gandolf about the evolving expectations for content in a post-AI world. David shares why content should meet a new “threshold of value”—so good people would willingly pay for it—and explains how this mindset influences everything from newsletters to long-form assets. He also unpacks the tension between automation and authenticity, why “moral marketing” matters, and how brands can embrace SEO and backlinks even in a zero-click search environment. If you’re feeling stuck on the AI content hamster wheel, this episode offers a compelling case for slowing down and zigging when everyone else is zagging.In this episode, you’ll learn:How to create content that earns attention and trustWhy brands should rethink the ROI of SEO and backlinksHow to frame content creation as a moral decision, not just a metricResources:Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with David Ebner on LinkedIn: https://www.linkedin.com/in/davidjebnerVisit Content Workshop: https://contentworkshop.comTimestamps:(00:00) Intro(01:06) David’s background and the origin of Content Workshop(03:27) Ube mocktails and scaling back on drinking(04:01) Why content should be worth paying for(06:13) Valuing time and attention in the age of AI(08:21) The ROI of high-value content(09:57) Content libraries as recurring revenue assets(11:21) Real examples of premium content from David’s team(12:03) Give away the secret sauce(13:54) Standing out with quality, not just quantity(15:55) Why marketers must create with morality in mind(17:22) Who does your content help—and hurt?(20:54) David’s unpopular opinion: SEO still matters(22:24) Why backlinks are more important than ever(24:10) What generative engines reveal about good SEO(25:20) How to connect with David and Content Workshop

“In the age of AI, the only differentiator is how you get your people to scale,” says Rachel Downey, founder and CEO of Share Your GeniusIn this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Rachel Downey, founder and CEO of Share Your Genius, to explore what it really takes to build a high-impact podcast or content feed in today’s B2B world.Rachel breaks down the difference between launching a “show” and building a “feed,” why downloads don’t tell the whole story, and how marketers should be thinking about ROI in human-first content strategies. She also shares how companies can start small, get scrappy, and make smarter content investments—without sacrificing authenticity.In this episode, you’ll learn:Why a podcast might not be the best place to start—and what to do insteadHow to differentiate between metrics of performance and metrics of successWhat “people-first” content actually looks like and how to scale it effectivelyResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Rachel on LinkedIn: https://www.linkedin.com/in/rachelelstsdowney/Explore Share Your Genius: https://www.shareyourgenius.comTimestamps:(00:00) Intro(01:26) The evolution of podcasting(02:24) Personal journey in podcasting(04:38) Show vs. feed(06:29) Measuring success in podcasting(14:08) Building a business case for podcasts(17:21) The role of AI in content creation(21:42) Why LinkedIn works better without a plan

“I don’t think B2B is as boring as people say it is. I think people are just bored in general,” says Brianna Doe, founder and CEO of Verbatim.In this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Brianna Doe, founder and CEO of Verbatim, to unpack how B2B brands can show up with the same creative energy as B2C—without chasing trends or bloating their budgets.Brianna shares why influencer marketing deserves a real seat at the B2B table, what a minimum viable pilot program actually looks like, and how building a network on LinkedIn helped her go all-in on her own agency with zero outbound. She also dives into how internal influencers (yes, even your CEO) can drive brand affinity more authentically than any corporate page.In this episode, you’ll learn:How to test influencer marketing in B2B—without a 6-figure budgetWhy internal creators are your brand’s most underutilized assetWhat it takes to confidently build a business and brand from scratchResources: Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Explore AudiencePlus: https://audienceplus.com Connect with Brianna on LinkedIn: https://www.linkedin.com/in/brianna-doe/ Explore Verbatim: https://www.verbatim.comTimestamps:(00:00) Intro(01:07) Brianna's background and current work(01:52) From old fashioneds to margaritas(03:06) Journey into influencer marketing(04:42) Influencer marketing strategies for B2B(12:28) Tools and resources for influencer marketing(13:21) Internal influencers and company culture(16:48) The journey to Verbatim

“Building strong relationships takes time, and that’s what many B2B marketers miss,” says Mike Allton, Chief Storyteller at AgorapulseIn this episode of The Content Cocktail Hour, Mike Allton, Chief Storyteller at Agorapulse, joins Jonathan Gandolf to discuss the evolution of social media marketing and why relationships, not quick sales, are the foundation of B2B success. Mike shares his journey from influencer ambassador to storyteller at Agorapulse, his thoughts on how brands can empower employees to share their story, and why relationship-building in social media cannot be automated by AI. He also discusses the challenges of AI-generated content, the importance of brand consistency, and why LinkedIn connection requests shouldn’t always lead to a sales pitch.In this episode, you’ll learn:How to empower employees to authentically represent your brandWhy building relationships on social media requires patience and timeHow to balance automation with personal connection in B2B marketingResources:Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Mike Allton on LinkedIn: https://www.linkedin.com/in/mikeallton/Connect with Mike Allton through The AI Hat: https://theaihat.com/connect/Explore The AI Hat: https://theaihat.com/ Explore Agorapulse: https://www.agorapulse.com/Timestamps:(00:00) Intro(01:31) Mike Allton’s journey and role at Agorapulse(04:03) The importance of empowering employees to share brand stories(07:02) The shift from corporate to human voices in social media(11:06) Navigating AI’s influence on social media content(12:30) How AI is both a tool and a challenge for content creation(13:04) The dangers of LinkedIn pitch slaps(14:30) Balancing automation and personal connection in outreach(19:17) The evolution of social media marketing in B2B(22:19) The future of relationship-building in digital marketing

“Positioning and messaging might be perfect, but without distribution, it doesn’t mean anything,” says Jonathan Pipek, founder and CEO of Blue Manta ConsultingIn this episode of The Content Cocktail Hour, Jonathan Pipek, founder and CEO of Blue Manta Consulting, joins Jonathan Gandolf to unpack the often-misunderstood world of product marketing—and why distribution, not differentiation, is the real battleground for startups. Jonathan shares why startups should consider fractional product marketing support before making their first full-time hire, what’s broken about personalization at scale, and why webinars feel increasingly outdated in today’s crowded B2B environment. He also dives into the critical role of language, community, and actionable content in building trust with modern buyers.In this episode, you’ll learn:When startups should hire product marketing and when they shouldn’tWhy AI personalization at scale often backfiresHow distribution has overtaken positioning as the real growth challengeResources:Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Jonathan Pipek on LinkedIn: https://www.linkedin.com/in/jonathanpipek/Explore Blue Manta Consulting: https://www.bluemantaconsulting.com/Timestamps:(00:00) Intro(01:31) Jonathan Pipek’s background and approach to startups(04:03) Defining product marketing at early-stage companies(07:02) When to hire product marketing full-time vs fractional(11:06) What’s not working: AI personalization at scale(12:30) Why ads are delivering diminishing returns(13:04) The distribution problem no one talks about(14:30) How product marketing and content marketing should collaborate(19:17) Why webinars feel outdated in 2025(22:19) Why actionable content beats thought leadership today

“I think AI is not the future. Human-led content is the future. Authentic stories are the future,” says Tim Rath, co-founder and CEO of YOYABAIn this episode of The Content Cocktail Hour, Tim Rath, co-founder and CEO of YOYABA, joins Jonathan to discuss the rise of revenue marketing—and why it’s much more than a buzzword. From co-founding an agency with his dad to working with powerhouse brands like HubSpot and Personio, Tim shares what it really takes to scale smartly in today’s B2B environment. He also explains why marketing teams need to think beyond MQLs and focus on what actually drives revenue, retention, and growth.In this episode, you’ll learn:How revenue marketing shifts focus from lead gen to business outcomesThe importance of product-market fit and message-market fitThe underrated power of personal branding in a noisy AI-driven worldResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Tim on LinkedIn: https://www.linkedin.com/in/timrathofficial/ Explore YOYABA: https://www.yoyaba.com/ Timestamps:(00:00) Intro(03:52) The concept of revenue marketing(07:22) Aligning marketing and sales for success(12:20) The role of brand marketing(13:37) Keys to rapid business growth(17:01) Founding a business with family(18:32) Building a marketing career from scratch(19:58) AI is not the future

“Don’t ask for the meeting. People aren’t dumb. Your job is to help them do theirs better,” says Mason Cosby, CEO and co-founder of Scrappy ABMIn this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Mason Cosby, CEO and co-founder of Scrappy ABM, to break down what account-based marketing really looks like without six-figure software. Mason shares how his team generated $3M in revenue in 18 months using little more than a podcast and LinkedIn—and why most companies get ABM wrong by focusing on tools instead of strategy. He also outlines the criteria for who should and shouldn’t be running ABM, and how aligning with finance, sales, and customer success is the real game-changer.In this episode, you’ll learn:Why tooling isn’t what makes or breaks your ABM program—and what actually doesHow to build a content-led ABM engine using what you already haveThe critical signals that mean your company is (or isn’t) ready for ABMResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Mason on LinkedIn: https://www.linkedin.com/in/masoncosby/ Explore Scrappy ABM: https://scrappyabm.com Timestamps:(00:00) Intro(01:20) Marketing insights(01:49) The essence of Scrappy ABM(04:01) Building effective ABM programs(16:28) The role of content in ABM programs(16:56) Starting with what you have(19:23) Mapping content to buyer journeys(26:43) Don’t ask for the meeting

“You can’t expect customers to come back if they’re not getting a good experience,” says Christian Burne, CTO of OshynIn this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Christian Burne, CTO of Oshyn, to explore the world of digital trust and its critical role in creating exceptional website experiences. From performance and accessibility to security, Christian explains how companies can build trust with their users by focusing on these three key pillars.Christian shares insights from Oshyn’s Digital Trust Index, which measures how well websites perform across these areas, and discusses why companies with the best security scores aren’t always excelling in other areas. He also explores the implications of headless websites, sharing when they make sense and when they might not be the right fit for every business. The conversation touches on how small adjustments can make a big difference in customer experience and why prioritizing digital hygiene is more important than ever.In this episode, you’ll learn:Why security alone isn’t enough for a great website experienceHow the Digital Trust Index helps brands measure their online performanceWhen to choose headless websites—and when to reconsiderResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Christian on LinkedIn: https://www.linkedin.com/in/christianburne/Explore Oshyn: https://www.oshyn.com/Check out the Oshyn Digital Trust Index: https://lp.oshyn.com/o/oshyn-digital-trust-index-report/Analyze your site’s performance using Oshyn’s AI-Enabled Reliability Report: https://www.oshyn.com/reliability-report?utm_source=chatgpt.comTimestamps:(00:00) Intro(01:12) Christian’s role at Oshyn and the Digital Trust Index(03:00) The importance of performance, accessibility, and security(06:10) When headless websites make sense(09:30) Key findings from the Digital Trust Index report(12:20) Measuring what matters in web performance(15:00) The role of AI in web experiences(17:00) What companies often overlook in their websites

“The easiest and most reliable way to get amazing talent is to work with your network and your employees’ networks,” says Emeric Ernoult, co-founder and CEO of AgorapulseIn this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Emeric Ernoult, co-founder and CEO of Agorapulse, to explore the power of leveraging social media and networks to build a successful business. Emeric shares how his journey as a SaaS entrepreneur has led him to discover the critical role that social media plays in attracting top talent, driving brand awareness, and generating quality leads.From Agorapulse’s early product-led growth to its transformation into a marketing and sales-led company, Emeric discusses how the company shifted its approach and why leveraging your employees and their networks is key to achieving greater success. He also shares his unique take on why branding is just as important as lead generation and how the right social media strategies can yield impressive results.In this episode, you’ll learn:How to effectively leverage your employees’ networks to hire top talentWhy social media isn’t just about posting content, but about creating genuine connectionsThe balance between branding and lead generation in B2B marketingResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Emeric on LinkedIn: https://www.linkedin.com/in/ernoult/Explore Agorapulse: https://www.agorapulse.com/Timestamps:(00:00) Intro(01:10) Emeric’s background and entrepreneurial journey(03:00) The evolution from product-led to marketing and sales-led at Agorapulse(06:45) The importance of leveraging your employees’ networks for growth(10:20) Balancing branding with lead generation(13:30) Measuring social media success and ROI(17:10) The future of social media marketing in B2B(21:00) Key lessons learned from failures and successes in business