Content Disrupted: Bold Takes on Brand Marketing
Content Disrupted is a podcast that explores the art, science, and people behind cutting edge brand storytelling. Hosted by Skyword, it features candid conversations with pioneering CMOs, researchers, and creatives. The show aims to inspire listeners to think differently about marketing and bring clarity to major changes in the industry. New episodes are released every other week.
Episodes
Jay Acunzo on Resonance: How to Become a Sought-After Brand
Creating more content won’t help your business, if it doesn’t resonate with your target audience.In this episode, public speaking and messaging consultant Jay Acunzo, joins @dbaptiste to unpack a major challenge in the AI-driven marketing world: Shifting from chasing search clicks to becoming a brand people actively seek out and choose.Jay reveals why the “reach for reach’s sake” strategy doesn’t
Rand Fishkin on Building Brand Influence in a Zero-Click World
In this episode, Rand Fishkin (co-founder of SparkToro and Moz) joins @Dan Baptiste to unpack major shifts in search-driven discovery, the rise of “zero-click” content, and the hard truths marketers must face in the process: traffic is a vanity metric and attribution is a dead-end.
Growth Sprints’ Brendan Hufford on What’s Killing Your Content Marketing & What to Do Instead
Why is content marketing broken—and what no‑bull strategies will actually drive results today?You can’t avoid the truth bombs in this episode with Brendan Hufford, founder of Growth Sprints, as he breaks down where most content marketing is going wrong and how teams can cut through by naming the right problem, building around their content IP, and investing in strategies that might seem counterint
What Breakthrough Brands Do Differently with Skullcandy CEO Brian Garofalow
How do you build a culture-led brand that stands out in an oversaturated market? Skullcandy CEO Brian Garofalow shares how brands like Igloo and Skullcandy thrive by merging counterculture with commerce, balancing operational discipline with creativity, and leaning into brand identity to punch above their weight in crowded market categories.
The Laws of Story-First Marketing with Jessica Gioglio
Does your brand marketing pass the "who cares?" test?In an age where attention is scarce and content is endless, the real challenge isn’t just telling a story—it’s telling one people actually care about.In this episode, Jessica Gioglio, author of The Laws of Brand Storytelling—unpacks the laws of story-first brand marketing, revealing what separates brands that blend in from those that l
AI-Era Marketing: Inside GitHub’s High-Speed, Human-First Approach
When the world’s moving at warp speed, how do you stay relevant—especially with an audience that hates being marketed to?Just ask Adam Walden, VP of Brand & Corporate Marketing at GitHub. As AI rewrites the rules of software development, Walden shares how his team earns trust from skeptical developers by embedding marketing within product teams, embracing a “Possibility Mindset,” and crafting
Brand Love 2.0: The Content Strategy That Transformed Fresh Market's Business
What if your brand was rated the worst company in America to work for? That's the challenge Kevin Miller faced when he became CMO of The Fresh Market grocery chain in 2020. In this episode, Kevin reveals the audacious vision and customer-centric strategy he used to transform the distressed brand into a beloved market leader in just two years.Discover how Kevin's team immersed themselves
The AI Strategy Disconnect: The Mistakes Costing Brands Millions—And How to Win Instead with HumanX CEO Stefan Weitz
Marketers are betting big on AI—but are they playing a losing hand? 75% of leaders say AI is a key differentiator for their business, yet only 15% are confident they're investing in the right areas. In this episode of Content Disrupted, Skyword’s Dan Baptiste sits down with HumanX Co-founder and CEO Stefan Weitz to uncover the massive gap between AI hype and real-world execution. They dive in
Generative AI: Your Blueprint for Effective Business Adoption with Conor Grennan
Everyone’s talking about AI—why aren’t more teams actually using it to grow?In this episode, Conor Grennan, Chief AI Architect at NYU Stern School of Business and founder of AI Mindset, reveals how leaders can overcome the real barriers to AI adoption: mindset and behavior. Learn how to reimagine workflows, navigate resistance, and unlock growth opportunities by fostering an AI mindset in your org
The Innovator's Playbook: Amber Armstrong on Driving Content Marketing Excellence at Salesforce
What does it take to shape marketing for a tech giant like Salesforce? Amber Armstrong, CMO of Salesforce’s Sales Cloud division, shares insights into the company’s unique culture of speed and innovation. Learn how her team is driving sales and educating customers on the brand’s recent Agentforce technology, while building dynamic content and community platforms like the award-winning Salesblazer
Jeff Fleischman on Strategic Marketing and Leading the Next Leap with AI
AI is a game-changing power tool for marketers, as transformative in business today as the web was decades ago. Is your marketing organization ready? Jeff Fleischman, Chief Marketing Officer at Altimetrik, shares how AI is unlocking a new era of strategic marketing leadership and uncovering opportunities no human could see. Drawing on his experience leading major digital transformations, Jeff shar
Redefining Customer Engagement in the AI Era: Insights from Kris Rudeegraap
In this episode, Kris Rudeegraap, co-founder and co-CEO at Sendoso, shares how businesses can foster meaningful customer connections in today’s hybrid and AI-driven landscape. He touches on leveraging data for hyper-personalization, bridging gaps in customer engagement, and leveraging gifting as a strategic tool. Kris also delves into how Sendoso evolved from a manual concept to a scalable solutio
The Challenger’s Playbook: Brett Hannath on Leading in Transformational Times
In this episode, Brett Hannath, Chief Marketing Officer at Intel, shares insights into leading marketing transformation during a critical period in tech, with a focus on leveraging AI innovation to drive growth. Brett discusses the complexities of balancing immediate business needs with long-term goals, building strategic partnerships, and creating agile marketing teams in a rapidly changing indus
Unlocking the GenAI Advantage and Leading the Next Great Transformation in Marketing with Raj Venkatesan
In this episode, Raj Venkatesan, a leading expert in marketing analytics and AI and the Roland Trzcinski Professor at the Darden School of Business at the University of Virginia, delves into the intersection of AI and marketing. Raj shares his insights on blending AI with traditional marketing values, focusing on personalization, customer trust, and the ethical implications of using AI in branding
How Magnetic Product-Led Marketing Can Overcome Today’s Market Noise with Madhukar Kumar
In this episode, Madhukar Kumar, Chief Marketing Officer at SingleStore, shares his expertise on effectively integrating AI into marketing strategies. He discusses the challenges marketers face in an increasingly complex digital landscape and how to overcome fatigue from the rapid influx of new tools. Madhukar emphasizes the importance of understanding customer needs and leveraging AI to enhance c
Evolving Audience Engagement in the Digital Age with NPR's Michael Smith
In this episode, Michael Smith, Chief Marketing Officer at NPR, offers invaluable insights into the art of audience-centric marketing in the digital age. This seasoned marketing veteran discusses crafting a compelling brand voice, building passionate audiences, and leveraging human insight alongside data for effective marketing. He also emphasizes the importance of understanding consumer behavior
Jessica Gilmartin on Adapting Your Marketing Mindset to Thrive in the Face of Change
In this episode, Jessica Gilmartin, CMO of Calendly, explores the challenges and benefits of transitioning from startups to larger organizations, as well as her advocacy for a product-led growth strategy and the importance of segmentation and prioritization. Jessica also discusses the constant evolution of marketing strategies.
The Power of Purpose-Driven Brand Stories with David Aaker
In this episode, David Aaker, hailed the “Father of Modern Branding” and Vice Chairman at Prophet, unveils the secrets to successful brand building, the power of purpose-driven marketing, and the importance of storytelling in a fast-paced business world. David also discusses AI in marketing, the challenges of message distribution, and how to humanize a brand.
Crafting an Unforgettable Brand Identity with Creative Director Maxx Delaney
Dive into the art of brand storytelling with Maxx Delaney, Creative Director at Quality Meats Creative, as he unpacks strategies for standing out in saturated markets. Drawing from his work with brands like Jefferson's Bourbon, Delaney reveals how to craft compelling brand narratives that resonate across channels and drive demand. Learn to balance heritage with innovation, maintain brand cons
Cleveland Clinic’s Pioneering Approach to Content Marketing + AI with Amanda Todorovich
In this episode, Amanda Todorovich, Executive Director of Digital Marketing at Cleveland Clinic, unveils the strategies behind the brand’s top-tier content marketing program. Amanda shares insights on building high-performing teams, proving ROI, and responsibly integrating AI into your content marketing practice. Overall, this episode is packed with valuable lessons on scaling content excellence a
Earning Customer Trust in the Age of AI and Misbelief: A Behavioral Economics Perspective with Professor Dan Ariely
How do you, as a marketer, gain the trust of your customers in a society that is rife with misinformation and misbelief? In this episode of Content Disrupted, esteemed behavioral economist Dan Ariely, explains the psychological and social drivers behind misbelief and how it is perpetuated in today’s low-resilience, high-stress society. Discover the secrets to nurturing brand trust at scale throug
SEO in the Age of Generative AI: Mastering Topical Authority and Content Strategy with Bernard Huang
How is generative AI disrupting Google search and what does that mean for brands and content creators? In this episode of Content Disrupted, Clearscope Founder Bernard Huang sits down with Skyword EVP Dan Baptiste to discuss the current and future state of SEO and AI-powered search. They delve into the cannibalization of search traffic, the new way to approach topical authority, and how to use con
Customer-Driven Digital Marketing: A Human-to-Human Approach with Marquis Health Consulting Services’ Natalie Adis
For marketers, it’s essential to step out from behind the screen and reconnect with what really matters—your customers. In this episode of Content Disrupted, Natalie Adis, VP of Digital Marketing and Social Media at Marquis Health Consulting Services, shares how prioritizing empathy over automation through boots-on-the-ground interactions transformed her team’s healthcare marketing. Discover simpl
Beyond Tactics: Building Brands Through Purpose and Positioning with Jessica McCarthy
Is your brand chasing tactics or shaping the market? In this episode of Content Disrupted, Jessica McCarthy, veteran marketer and current CMO at Care New England, reveals how refocusing your brand on its core purpose, redefining corporate social responsibility, and embracing AI responsibly can create bigger marketing impact and help brands build relationships with the next generation of consumers
Marketing to Today’s Chameleon Consumer: Insights from Dr. Michael Solomon
Forget marketing to traditional demographics! Today's consumers are chameleons, blending identities and buying based on the situation. How can your brand keep up? In this episode of Content Disrupted, Dr. Michael Solomon, consumer behavior expert and professor of marketing at Saint Joseph’s University, delves into the complexities of modern consumer identities and their impact on marketing st
How to Craft Brand Stories that Sell with Find the Red Thread’s Tamsen Webster
Struggling to cut through the noise and reach your ideal audience? Your brand message might be the culprit. In this episode of Content Disrupted, Tamsen Webster, Founder, and Chief Message Strategist of Find the Red Thread, shares the power of the Red Thread Method in brand marketing, revealing why traditional marketing messages fail and what you can do to craft distinctive brand narratives that
Applying Data Science to Brand Bonding in the Digital Age with CMO, Tricia Nichols
Brand bonding isn’t just a buzzword; it’s a science that any marketing team can master. In this episode of Content Disrupted, trailblazing CMO Tricia Nichols shares her insights on fostering and tracking brand bonding, balancing short-term vs. long-term perspectives, and using data science to answer the right questions at the right time..
It’s Time to Diversify Your Healthcare Marketing Mix
In this episode of Content Disrupted, Terrence Wiggins, Director of Global Marketing at Cook Medical, dives into the power of podcasts for raising brand awareness in the healthcare industry, the unique nature of healthcare marketing, the role of subject matter experts in creating impactful content, and strategies for developing and growing a successful B2B podcast.
How Top Brands Blend Brand and Performance Marketing with Expert CMO Bob Sherwin
When blending brand and performance marketing, success lies in continuous improvement and feedback, ensuring that each marketing channel, whether brand-focused or performance-driven, contributes to overall business growth and customer engagement. This week, we spoke with Bob Sherwin, former Chief Marketing Officer at Wayfair and seasoned industry leader, about the intricate balance of brand and pe
TikTok’s Sofia Hernandez on Disrupting Sameness in Digital Marketing
Observing what's trending on TikTok, you can discern a tremendous amount about what piques people's interest and how they prefer to consume information. This week, we spoke with TikTok's Global Head of Business Marketing, Sofia Hernandez, about the evolution of brand storytelling from the importance of diversity and risk-taking to the innovative strategies shaping the future of cont
Rethinking Marketing through Just-in-Time Content Operations
How often does your marketing team produce content based on internal opinions or requests? Many of us are guilty of this practice, despite knowing it’s ineffective and wasteful. In this conversation with Axel Kirstetter, VP of Global Product Marketing at Guidewire, we explore methods to enhance your marketing’s precision, effectiveness, and efficiency through just-in-time content operations—an app
How to Build a High-Impact Content Marketing Strategy: Insights from Autodesk’s Dusty DiMercurio
At Autodesk, content marketing started as a program to drive demand within a new audience segment. Today, it’s crucial to the enterprise’s overall growth strategy. In this episode, we talk to the marketing leader behind that evolution, Dusty DiMercurio, about how to ensure content marketing plays a high-impact role in the business, from the content activation strategies that work to the kinds of w
The Winning Formula: Creativity, Data, and Purpose at Coca-Cola
Generative AI is reshaping brand marketing, with its impact on the fusion of creativity, analytics, and purpose—the "growth triple play"—taking center stage. McKinsey reports that brands successfully combining these elements typically achieve more than double the growth of their industry peers. So, how do triple-play brands like Coca-Cola use AI to sustain their leading global position?
Beyond Beige: Ardath Albee's Blueprint for Buyer-Driven B2B Strategies
Buyers are fed-up with irrelevant, unhelpful B2B content. As business buyers have become more self-reliant, their needs and expectations have evolved and, sadly, we’re not doing enough to keep up. Delivering the content we ‘think’ our customers want has proven ineffective. According to Forrester, a whopping 85% of marketers say their content doesn’t deliver business value. What can we do to chang
The Inside Track to Enterprise Marketing Transformation
Navigating the challenges of unifying messaging and adopting data-driven marketing processes is especially complex for large enterprises. Reckitt, the parent company behind renowned brands like Lysol, Clearasil, Woolite, and Enfamil, confronted these obstacles when recognizing the need to shift from traditional to digital marketing practices. In this episode of Content Disrupted, Sameer Amin, Reck
Brand Building: What it Takes to Break Through the Customer Friend Zone
In the fierce battle to gain a marketing edge, it's easy to be swayed by the allure of data-driven targeting and the vast array of digital tools promising precision. But as marketers, our true success lies not in how accurately we target, but in how effectively we emotionally connect. In this episode of Content Disrupted, Doug Zarkin, Retail & Brand Marketing Expert, and Author of "M
How to Create a Marketing Strategy That’s Customer-Centric and Business Savvy
As a marketer, think about how often your decisions are questioned internally. The truth is, if you can quickly build a reputation as someone who uses marketing to drive business results, most of these questions will disappear. In this episode of Content Disrupted Patrick Ward, the Vice President of Marketing at Formula.Monks gets real about how to gain trust in marketing, unlock your marketing su
Building the Machinery for B2B Growth
As marketers, it’s easy to get so caught up in content creation and tactics Scott's insights offer marketers a beacon, highlighting the imperative to deeply comprehend buyer profiles, consistently measure platform impacts, and focus on delivering tailored, impactful content throughout the extended and fragmented customer journey.
The 10-Second Customer Journey: Evolving Brand Storytelling for the Digital Age
Digital behavior is full of contradictions. We expect to absorb information in seconds, yet we’ll spend hours binging content we find interesting in the moment. What implications do these habits have for how marketers think about the brand storytelling? In this episode of Content Disrupted, Todd Unger, Chief Experience Officer and SVP of Marketing and Member Experience at the AMA introduces the co
Content Disrupted: Bold Takes on Brand Marketing Trailer
Welcome to Content Disrupted, a podcast that explores the art, science, and people behind cutting-edge brand storytelling. Join us every other week for candid conversations with pioneering CMOs, researchers, and creatives who will inspire you to think differently and bring clarity to the major changes underway in marketing—subscribe now on Apple Podcasts, Google Podcasts, Spotify, or your preferre
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