Behind Good Content
Good Content
What makes great B2B content actually work?
Behind Good Content takes you inside today’s best marketing programs — and the people behind them. Hosted by Peter Conforti, founder of Good Content, each episode breaks down how top B2B brands and creators build trust, shape perceptions, and drive pipeline with POV-driven content.
You’ll hear from the CMOs, content leaders, and creators who’ve done it — plus get a behind-the-scenes look at how Good Content builds content programs for growth-stage SaaS companies.
New episodes every other week.
Learn the stories behind the content that moves markets.
Behind Good Content takes you inside today’s best marketing programs — and the people behind them. Hosted by Peter Conforti, founder of Good Content, each episode breaks down how top B2B brands and creators build trust, shape perceptions, and drive pipeline with POV-driven content.
You’ll hear from the CMOs, content leaders, and creators who’ve done it — plus get a behind-the-scenes look at how Good Content builds content programs for growth-stage SaaS companies.
New episodes every other week.
Learn the stories behind the content that moves markets.
Episodes
Mentioned books
Sep 11, 2025 • 34min
#21 - Peep Laja
Peep Laja is the CEO of Wynter, a market research platform for B2B --he's also amassed 77K followers on LinkedIn, which now accounts for 80% of his inbound business. He told us all about why most website messaging is mediocre, why personalities are the most important thing in the age of AI, what marketers need to do to prepare for the next five years, and more.
Jul 10, 2025 • 40min
#20 - Sam Jacobs
Sam Jacobs, CEO of Pavilion and LinkedIn powerhouse with over 115K followers, returns to the Good Content Series. He tells us all about how he's been leveraging enrichment and AI to connect more deeply with his LinkedIn followers, the challenges of expanding into YouTube and owned territory, why personal brand is still so important, and more.
Jun 18, 2025 • 40min
#19 - Rachel Kim
Rachel Kim is the founder of Manifest Advisors and the current fractional CMO for Mutiny, and she just created a big insights-packed report about the state of sales and marketing alignment. She tells us all about what's in the report, why sales and marketing teams struggle to get along, why you should create one of these insights reports and adopt her distribution strategy, and more.
Jun 5, 2025 • 34min
#18 - Nick Power
Nick Power is the Head of Marketing at Noun Project and the unofficial king of Weird LinkedIn, amassing 23K followers and 4 million impressions in the month of March alone, through what he calls "chaotic authenticity". He tells us all about the art of driving comments on your posts, the role of AI in the content ecosystem, how to write content people will actually care about, and more.
May 22, 2025 • 48min
#17 - Adam Robinson Returns
Adam Robinson, founder of RB2B and the golden child of LinkedIn, returns to the Good Content Series one year later, up from 70K followers to 130K, and up from 1 million ARR with RB2B, to 5 million. He talks to us about how his thinking about content has evolved, why nobody wants ads on social media, the importance of storytelling, and more.
May 8, 2025 • 40min
#16 - Palash Soni
Palash Soni is the co-founder and CEO of Goldcast, an AI-powered B2B marketing platform that puts video and events at the heart of the customer journey--he's also amassed over 20K followers on LinkedIn. He told us all about why webinars are better than podcasts, why repurposing content from webinars is important, why being a VP of marketing at a series A is hard, and more.
Apr 17, 2025 • 33min
#15 - Mirko Novakovic
Mirko Novakovic is the founder and CEO of Dash0. His previous company, Instana, eventually sold to IBM for half a billion dollars, and he's now founded a new startup Dash0, in the observability space and is taking to LinkedIn as a means of bringing it to market. He told us all about how he proved that you can reach a technical audience on LinkedIn, the importance of authenticity, how he's leveraged his LinkedIn presence to get actual users of Dash0, and more.
Mar 27, 2025 • 41min
#14 - Alex Boyd
Alex Boyd is the co-founder of Aware, and has amassed a following of 28K+ on LinkedIn. He recently released a report on the state of LinkedIn today, analyzing over 13 million posts to see what the trends are. He told us all about the report, how to stand out when more creators are coming on the platform, the importance and art of commenting, and more.
Mar 6, 2025 • 30min
#13 - Corporate Natalie
Natalie Marshall, better known as Corporate Natalie, has amassed over +2M followers across TIkTok, Instagram, YouTube, and Linkedin, where she's known for her sharp wit about the work and workplace culture in the modern day. She told us all about her creative process, her take on influencer marketing in the B2B space, widening your view on who's a creator, and more.
Jan 30, 2025 • 20min
#12 - Alex Fine
Alex Fine is the Co-Founder of Understory, the premier end-to-end growth partner for B2B technology firms, and has amassed a following of 11K+ on LinkedIn. He told us all about their "Allbound" strategy, how organic content can power paid content, how to unite sales and marketing, and more.
