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
Jan 9, 2025 • 36min
#11 - Emily Kramer
Emily Kramer is a former marketing exec who's now amassed 33K+ followers on LinkedIn and 51K+ on her Substack, the MKT1 Newsletter. She told us all about rejecting the assumption of shorter attention spans, the value of ecosystem marketing, why you should think twice before talking about your founder journey, and more.
Dec 5, 2024 • 34min
#10 - Ashley Faus
Ashley Faus is the head of Lifecycle Marketing, Portfolio, at Atlassian. She's built an audience of 17K on LinkedIn, as well as earning the coveted Top Voice badge. She told us all about how just posting on LinkedIn isn't enough to be a thought leader, the four pillars of good thought leadership, the pros and cons of ghostwriters, and more.
Nov 14, 2024 • 32min
#9 - Jason Saltzman
Jason Saltzman is the director of growth for Live Data Technologies. He's built an audience of nearly 10K on LinkedIn posting insights and data visualizations on what's happening in the job market. He told us all about how to get earned media placements for your company, how to leverage your company's exhaust data for valuable insights, his philosophy of data visualization, and more.
Oct 24, 2024 • 34min
#8 - Ali Yildirim
Ali Yildirim is the CEO and Co-founder of Understory, an end-to-end marketing agency specializing in paid media management that has worked for some of the top startups in Silicon Valley. He told us all about why LinkedIn is great for paid ads, how to use conversation ads and thought leader ads, what paid ads might look like in the future, and more.
Oct 3, 2024 • 47min
#7 - Peter Walker
Peter Walker is the Head of Insights at Carta and has built a massive LinkedIn following (97k+) sharing valuable data and data visualizations across the private capital ecosystem. He told us all about starting his content from the data analysis level, his data visualization process, why Carta doesn't hold him to a lead number, and more.
Sep 12, 2024 • 43min
#6 - Todd Busler
Todd is the Co-founder and CEO of Champify, which helps GTM teams leverage their existing relationships into new business. He's also built a sizable and precisely targeted LinkedIn following (25k) that is one of his primary tools for driving new business.
On this episode, he talks to us about how a small follower count can be more powerful than a large one, his "give give give" content strategy, how outbound is changed but not dead, and more.
Aug 22, 2024 • 50min
#5 - Scott Leese
Scott is the founder of Scott Leese Consulting and has been part of 11 exits, and worked with 12 unicorns. He's also built an absolutely huge LinkedIn following (115k), and is one of the most successful and influential voices on the platform. In this episode, he talks to us about why outbound sales is dead, how getting serious about making content has changed his life and business, how important experience and results are to making good content, and more.
Aug 1, 2024 • 42min
#4 - Alec Paul
Alec is the founder of SalesBrand, an audience-first GTM strategy consultancy for B2B founders and executives that has helped several of LinkedIn's top voices get their massive followings, post engagement (over 115 million views in just the last year), and sales results. He told us all about creating authenticity in your posts, reacting to LinkedIn algorithm changes, how he selects his clients, and more.
Jul 11, 2024 • 50min
#3 - Chris Walker
Chris is the founder and executive of Refine Labs, and CEO at Passetto. He's built a massive following on LinkedIn (157k) and is one of the most influential voices on the platform. In this episode, he talks to us about the actual strongest metric to determine your effectiveness on LinkedIn, why companies are overspending on sales and marketing, how to set your company up right to do social media, and more.
Jun 13, 2024 • 44min
#2 - Sam Jacobs
Sam is Founder and CEO of Pavilion. He is one of the leading voices on Linkedin today with a following of 90,000. In this episode he told us about his Linkedin origin story, how he transitions his content audience into a sales funnel, and why Linkedin has become "too helpful" for his business.
