Content Logistics
Content Logistics is a show where we explore the foundational (and sometimes frustrating) elements of how solid content informs good marketing. If you’re on a small but mighty team this show is for you.
We’re talking to the experts - learning all their tips and tricks then sharing them with you. We don’t gate-keep here. Get ready to learn from the best and be empowered to grow as a creative, a professional, and a BOSS marketer.
Content Logistics
The Business Case for Giving Away Your “Secret Sauce”
In this episode of Content Logistics, host Baylee Gunnel sits down with David Ebner, President and Founder at Content Workshop. They explore the tension small B2B marketing teams face when deciding whether to gate their content or give away their “secret sauce” for free. David unpacks why trust, not tactics, is at the heart of effective content and how building that trust takes time and a willingness to share real knowledge without always asking for something in return.
David explains that people pay for expertise in action—not just for information. He encourages teams to focus less on guarding processes and more on helping their audience solve problems. He shares stories about the long-term value of generosity and how “corporate philanthropy” in content can deliver real business results, even when the payoff isn’t immediate.
Throughout the conversation, David stresses the need to align content strategy with audience needs, measure success by engagement over vanity metrics, and remember that great marketing serves people first.