The Campaign
The Campaign
Podcast Description
A B2B Marketing Podcast with Paxton Gray by 97th Floor
Podcast Insights
Content Themes
Focuses on various aspects of B2B marketing including audience segmentation, SEO challenges in the era of AI, and the effectiveness of gated content. For example, episodes include discussions on segmenting B2B audiences by industry with Rick Galan, and improving gated content strategies with Jonathan Riemer, illustrating the need for personalized marketing approaches.
The Campaign is a marketing podcast about better knowing your audience, innovating beyond best practice and converting visitors into customers.
97th Floor is the number one digital marketing agency built to create pipeline and revenue for clients by crafting and executing custom, audience-first channel strategies that deliver bottom-line results. Our core services include SEO (Search Engine Optimization) and AI Search Optimization, Advertising (PPC, SEM, Social Ads, Display), and Content Marketing.
For over twenty years, 97th Floor has worked in the cybersecurity, finance, industrial and manufacturing, insurance, software, and health and wellness industries. 97th Floor proudly works with a diverse range of clients, from well-funded startups to Fortune 50 companies, including Oracle, McKinsey & Company, Google, and Crumbl.
Learn more and schedule a discovery call at 97thfloor.com.
Most people know they should be building a personal brand, but they’re stuck. Brandon Smithwrick, content strategist and founder of the newsletter Content to Commas, didn’t study marketing, didn’t have a roadmap, and didn’t go viral overnight. What he did have was a fashion student’s competitive instinct and a relentless obsession with figuring out what makes content actually work.
In this conversation, Brandon breaks down the real mechanics of building a personal brand, from his early days gaming LinkedIn’s algorithm to land recruiter attention, to how he now runs AI-powered workflows while protecting the creative instincts that make his voice distinctly his own.
Key Takeaways:
- The association game: When people think of your topic, do they think of you? How to engineer that before you ever go viral
- Turn scrolling into research: How to build a systematic content library organized by hooks, copy, and inspiration
- Speak to yourself five years ago: Why every question someone asks you is a content opportunity
- Cognitive offloading danger: How outsourcing your writing to AI quietly erodes your voice and where it actually belongs
- Building a brand while employed: How to stay transparent with leadership and have the visibility conversation before it becomes a problem
Resources:
Learn how to increase, scale, and grow your revenue through content: https://www.contenttocommas.co/
Connect with Brandon on LinkedIn: https://www.linkedin.com/in/brandonsmithwrick
Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/
Looking for an agency that’ll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.
About Brandon Smithwrick: Brandon is a trailblazer in content marketing and social media strategy. Renowned for his innovative approach and award-winning strategies, Brandon has transformed marketing campaigns for leading brands across Fashion, Tech, Music, and Beauty. As a motivational speaker, he offers exceptional insights into creating impactful content and driving brand success.
Brandon’s expertise is evident from his tenure as Head of Content at Kickstarter, where he led groundbreaking crowdfunding campaigns, to his role at Squarespace, where he orchestrated record-breaking Super Bowl social media strategies. His work has garnered accolades and features in prestigious publications like Hypebeast, AdAge, and Complex.
Timestamps:
00:00 – Why Brandon started building a personal brand at graduation
05:04 – Brandon’s system for turning doom scrolling into content research
07:03 – How Brandon got hired without applying for jobs
09:13 – Brandon’s advice for when you feel like you have nothing to say
16:41 – Where AI helps and where it hurts your personal brand, per Brandon
22:36 – Brandon: always start with your story
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