📝 Show Notes

In this episode of the Growth-Minded Marketing Podcast, hosts Steve Phipps and Annie Laurie Walters explore the “I” in the GUIDE™ Marketing Framework: Inform with Content. They share how smart, strategic content can function like a trustworthy sales team—educating your buyers, answering their questions, and building confidence before a sales call even happens.

👋 Missed the previous episodes?

This episode is part of our GUIDE™ Marketing Framework series. If you’re just joining us, we recommend starting from the beginning to get the full picture:

🎧 Start with Episode 1 – GUIDE™ Framework Overview

In this episode, you'll learn:

• Why your content is your digital sales team
• How to answer the real questions your buyers are asking
• The 5 key principles for content that builds trust and converts
• Why transparency wins and how to address “sticky” topics like cost and competitors
• How to use AI to create, repurpose, and plan content more efficiently
• What true thought leadership looks like—and how to earn buyer trust at scale

Whether you're a one-person marketing team or a CEO looking for better ROI, this episode will help you inform with purpose and make content creation more practical and powerful.

⏱ Episode Breakdown:

• 00:00 – Introduction: The Importance of Content in Marketing
• 00:58 – Welcome to the Growth-Minded Marketing Podcast
• 01:12 – The GUIDE Framework Overview
• 01:48 – Inform with Content: Building Trust and Driving Action
• 02:47 – Content as Your Digital Sales Team
• 03:42 – Addressing Common CEO Misconceptions About Content
• 04:23 – Key Principles for Effective Content
• 09:47 – Leveraging AI for Content Creation
• 13:39 – Consistency and Repurposing Content
• 21:43 – Repurposing Content Across Channels
• 23:20 – Addressing Redundancy Concerns
• 24:30 – The Importance of Repetition in Marketing
• 26:26 – Leveraging AI for Content Creation
• 29:00 – Using AI to Develop Buyer Personas
• 35:32 – Building Trust Through Thought Leadership
• 42:04 – Practical Steps for Content Creation
• 43:12 – Marketing Coaching and Resources

Grab the Free AI Marketing Guide:
https://wayfindmarketing.com/ai-marketing-guide/

Take the Free B2B Marketing Assessment:

https://wayfindmarketing.com/b2b-marketing-assessment/

Other Resources Mentioned:

• What Is the Big 5? Your Foolproof B2B Content Marketing Strategy
• What Is Google’s E-E-A-T? (And Why It Matters for B2B SEO)
• B2B Buyer Persona: A Comprehensive Guide for Marketing Teams
• How to Create Your Ideal Customer Profile (With Buyer Personas)
• Types of Buyer Personas and How to Use Them Effectively

Connect with the Hosts on LinkedIn
Steve Phipps
AnnieLaurie Walters