What makes great B2B content actually work?
Behind Good Content takes you inside today’s best marketing programs — and the people behind them. Hosted by Peter Conforti, founder of Good Content, each episode breaks down how top B2B brands and creators build trust, shape perceptions, and drive pipeline with POV-driven content.
You’ll hear from the CMOs, content leaders, and creators who’ve done it — plus get a behind-the-scenes look at how Good Content builds content programs for growth-stage SaaS companies.
New episodes every other week.
Learn the stories behind the content that moves markets.
Jeffrey Zhao is the co-founder of Ordinal, the social publishing platform behind more than a thousand B2B companies, including the marketing teams at Clay and Zapier. It's also the platform Good Content runs on every day. Jeffrey and Ordinal have a clear point of view on where B2B marketing is heading: social has moved from a brand channel measured in impressions to a revenue channel that actually drives pipeline.
He opens the curtain on how the best teams he works with build real content systems around executive and employee advocacy, and why having a system matters more than any single strategy. We get into his playbook for sourcing, creating, and distributing content, why ICP engagement beats vanity metrics, and how teams should think about measurement when attribution will never be perfect. We also look a few years ahead at how AI is changing the job of the social manager, from an individual player to the conductor of the whole orchestra.
21 Jul 2026
#37 - Anthony Pierri
Anthony Pierri is the co-founder of Fletch, a positioning consultancy that has helped more than 500 B2B software companies get clearer on what they should be known for. He sees positioning less as a messaging exercise and more as a business decision, because once you choose the story you want to tell, you also choose what you are willing to leave behind.
In this episode, he tells us all about the three positioning paths he sees most often: entering a mature category, building inside an emerging one, or trying to create a category of your own. From there, we talk about why each path leads to a different kind of content strategy, why homepage copy tends to expose whether the team is actually aligned, and why focusing on a smaller market can sometimes be the move that changes the whole business.
30 Jun 2026
#36 - Eleanor Warnock
Eleanor Warnock is the managing director at Every, a media and software company at the cutting edge of AI. Every has automated as much as it can, built agents into the way the company works, and become a real model for what an AI-native company can look like. But Eleanor’s recent piece, “Socrates as a Service,” makes a case for one skill that AI still can’t replace: the interview.
She tells us all about why the best stories still need a human to uncover them, what makes interviewing such an important skill in the age of AI, and why “extraction” is becoming more valuable as execution gets easier. We also get into her own process as a writer and editor, how she uses Claude without handing over the writing itself, and why the scarce thing now is not more content, but better questions.
Who has been a guest on Good Content Series
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Rachel Kim
Nick Power
Adam Robinson
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5.0 / 5
2 ratings
Podcast Authority Score: 15 / 100
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YouTube
0
Engagement
32
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