Why More Content Isn't Working (And What to Do Instead)
Content Amplified
In this episode of Content Amplified, host Ben Ard sits down with Natalie Cunningham, SVP of Marketing at Data Axle, to tackle the tension every marketing team feels: you're producing more content than ever, but pipeline isn't moving.
Natalie breaks down why the constant pressure to produce is actually the problem, not the solution. She introduces the concept of audience intelligence, going beyond personas and firmographics to understand the whole human inside your buying committee, including what generation they are, how they identify professionally, and what they care about on Saturday morning, not just Monday afternoon.
She shares findings from first-party research at Data Axle that challenged her own assumptions, including a surprising insight about which generation actually wants pricing transparency the most (it's not who you think). And she makes a compelling case for why measuring content against pipeline generation is setting your team up to fail.
What you'll learn in this episode:
- Why production volume without audience research creates a costly cycle
- What audience intelligence actually means and how it goes beyond personas
- How generational differences in buying behavior should shape your content and channel strategy
- Why AI should be your thought partner, not just your production arm
- How to measure content as a growth lever without forcing direct attribution to pipeline
