How to build growth content that actually moves buyers

Most content gets measured by whether it was consumed. Growth content gets measured by what happens next. In this episode of Content Amplified, Erin McReynolds, Vice President of Marketing at Fremont Bank, breaks down the difference between volume content (did they download the PDF?) and growth content (what did they do after?), then walks through her four pillars for making content matter to the business: contributing to pipeline, impacting revenue, shortening the sales cycle, and addressing objections. Erin explains how growth content creates, captures, and accelerates demand, why the fastest way to surface objections is to befriend the sales team and mine sales call transcripts, and which objections show up almost everywhere: long evaluation periods, confusion about value, and the internal "do we really need this" friction that ROI content can preempt. She also gives her honest take on AI: it makes production cheaper and faster, but it cannot talk to your sales team or build the system that moves buyers forward. Her advice for this month is simple: optimize your content for progress, not attention. If you have ever had to justify content's existence to the business, this episode gives you the language.

About Erin

Erin McReynolds is a career marketer of more than 15 years whose experience is in building brands and content systems that move business outcomes and contribute to growth. She is the Vice President of Marketing at Fremont Bank, one of the largest privately owned banks in California, where she built and launched both content marketing and social media marketing from scratch. There she leveled up the whole brand and created a content engine that is scalable and replicable. She loves talking about this stuff and is happy to help other marketers brainstorm what is next for their content teams.

Show Notes

• Connect with Erin on LinkedIn: https://www.linkedin.com/in/erinmcreynolds/
• Erin's website: https://www.erinmcreynolds.com