Mallory Glessner - Building a Content Machine: Scaling Social Media with Strategy & Creativity

In this episode of The Builders Podcast, Matt Levenhagen welcomes Mallory Glessner, Manager of Content and Product Marketing at Trainual, to explore the process of building and scaling a successful content machine. Mallory shares her journey from operations to marketing, revealing the key strategies that helped grow Trainual’s social media presence. They discuss how to create content that balances engagement with problem-solving, ensuring that brands remain both relevant and impactful.

The conversation highlights the importance of quality over quantity when it comes to social media strategy. Mallory emphasizes the role of repurposing high-performing content and using analytics to refine content distribution. By experimenting with humor, storytelling, and audience insights, brands can maintain a compelling presence while driving meaningful engagement.

Key Takeaways:

✅ Great content machines require strategy and innovation. A high-performing team that understands trends and audience engagement is crucial.

✅ Quality beats quantity. Posting strategically, rather than flooding social feeds, leads to better engagement and brand growth.

✅ Repurpose and redistribute content. If a post performs well, don’t let it gather dust—reshare, reshape, and maximize its impact.

✅ Analytics-driven decision-making. Understanding what works (and why) can help refine content strategies for sustained success.

✅ Balance humor with problem-solving. A relatable brand isn’t just about entertainment; it’s about solving pain points in a way that resonates.