In this episode of Banter with Billy, Billy sits down with Chelsea Castle, Head of Content & Brand at Close, to unpack the real state of B2B content marketing—and where it’s heading so fast. From AI’s impact to the death of ebooks, this conversation tackles the messy middle most content teams are stuck in and how the best brands are standing out.
Topics include:
Why your content team still isn't getting the respect it deserves
Why founder-led content and personality-driven brand marketing are winning
The rise (and necessary fall) of templated content like surveys and whitepapers
Building human-to-human trust in a world filled with AI noise
The “shish kebab” approach to content variety (you’ll want to steal this one)
If you’re a content marketer tired of being asked for “just one more blog,” this is your reminder: creative, strategic content is your moat. And it's time the rest of the business caught up.
Give it a listen, then send it to the CEO who still won’t get in front of a camera.
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