Why do certain brands and creators become your favorite while others are forgotten? Why do they seem to effortlessly garner so much more attention than everyone else?
Turns out, it’s not the tactics. They’re using the same tools and doing the same things as the rest of us.
So, what’s the difference?
Since 2015, Louder Than Words has hosted the world’s most prolific marketers and creators to explore how they cut through the noise to build unforgettable brands. Hosted by John Bonini.
#51 | Words in Progress with Natalie Marcotullio, Part 2 | Making Content Bigger Than What You Sell
In this episode, I sit down with Natalie Marcotullio to talk about the thinking behind Navattic’s Buyer First report—and why content only started working when they made it bigger than the product.
We get into:
How to create content that people care about before they’re in a buying cycle
The evolution of the Buyer First report (and why it’s still ungated)
Why tying your brand to a bigger idea builds long-term trust
The difference between capturing demand and creating it
If you’ve ever felt like your content is stuck in sales-support mode, this one’s for you.
Here's the link to the full 2025 B2B Buyer First Report: https://www.chilipiper.com/post/2025-b2b-buyer-first-report
21 Apr 2025
#50 | Words in Progress with Natalie Marcotullio, Part 1 | Building Navattic's Content Brand
In the debut episode of Words in Progress, a mini-series within Louder Than Words, John Bonini sits down with Natalie Marcotullio, Head of Growth & Product Marketing at Navattic, to unpack how she and her team transformed a vague idea—buyer first—into a tangible, ownable editorial narrative and content framework.
They walk through the evolution of Navattic's flagship report, how it moved from a simple data dump to a narrative-driven asset, and how that narrative now ties together all of their content efforts—from blog posts and webinars to LinkedIn and beyond. This conversation is a behind-the-scenes look at how content brands are built in progress—not just in hindsight.
6 Jun 2024
#49 | Natalie Marcotullio | The Smallest Company that Everyone Knows About
In this episode, John sits down with Natalie Marcotullio, head of growth and operations at Navattic. Natalie shares her experience transitioning from a traditional SEO-driven content marketing playbook to a more customer-focused approach and how that's paid off.
Discussed in this episode:
Leveraging customer insights and data to craft content that stands out.
Unique perspectives and insights are crucial in content creation to differentiate a company from competitors.
A unique branding approach that aligns with the company's values and sets it apart from others is essential.
Authenticity in content helps build trust and engagement with the audience.
Partnerships and collaborations with industry experts can help reach a wider audience and provide valuable insights.
Shifting away from the traditional SEO playbook and focusing on unique content creation can yield better results.
Manual qualitative research can provide unique insights and make content more valuable and trustworthy.
Enjoy!
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Apple Podcasts (US)
4.7 / 5
41 ratings
Spotify
5.0 / 5
3 ratings
Podcast Authority Score: 43 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
65
Social presence
0
YouTube
0
Engagement
51
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