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About Social Pros Podcast:
Social Pros is one of the longest-running marketing podcasts in existence! (10 YEARS and counting) and has been recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.
Focused on the nexus of social media and other marketing disciplines, we bring you interviews and commentary from companies including Google, Reddit, Uber, Oracle, Zillow, Glossier and many more to understand how social media impacts brand marketing, content marketing, reputation management, public relations, paid media, and much more.
After more than a decade, Social Pros is still the one podcast that brings listeners inside the minds of marketing leaders making real impact. Join us for new interviews or browse our archive of 600+ episodes, as we dive behind-the-scenes and share actionable marketing strategies that you can immediately implement.
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To inquire about becoming a guest or show sponsor, please email us at info@convinceandconvert.com.
Apple Podcast Reviews:
The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!
@Arlie KThis is absolutely an awesome listen for anyone in communications or social media!!
@Will31CThis podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!
@Simonstone95Love the podcast - informative, in depth and spot on for any business size.
@MissTriathlon
Coming to you live from Content Marketing World in sunny San Diego, Social Pros brings together content experts Robert Rose, Chief Strategy Officer at Content Marketing Institute, and Amber Naslund, LinkedIn’s Enterprise Sales Leader. Together with host Zontee Hou, they explore strategies for creating real impact on social platforms, building authentic thought leadership, and finding the sweet spot where creativity meets AI.
Building Connection Through Content and Credibility
Robert begins by sharing his journey with Content Marketing World, illustrating how a strong content marketing strategy has evolved from routine busywork to bold, game-changing projects. He emphasizes the need for marketers to “swing for the fences” by creating memorable content that brings real value. His concept of zero-click content encourages marketers to think beyond just drawing traffic—instead, he suggests designing content that fully engages audiences right where they are, from meaty LinkedIn posts to scroll-stopping moments across social.
Amber follows with her take on thought leadership and personal branding, drawn from her experience at LinkedIn. She talks about finding the balance between corporate guidelines and the authentic voices of individuals, revealing how brands can empower their people to be credible, relatable representatives. Her approach highlights the value of building genuine connections over polished corporate speak, showing that real credibility often starts with letting employees bring their own voices to the table.
In This Episode:
- 2:55 – The origin story of Content Marketing Institute and Content Marketing World
- 5:27 – Why marketing teams are stuck in “busy work” and how to break free
- 6:00 – The power of “swing-for-the-fences” content projects that move the needle
- 6:29 – The rise of zero-click content and how it’s reshaping social strategy
- 7:19 – Why AI adoption pressures could lead to missed opportunities
- 9:05 – “Valuable friction” and why it’s key to smarter, more effective teams
- 11:46 – Robert’s book ‘Content Marketing Strategy: Harness the Power of Your Brand’s Voice’
- 13:42 – What content marketers and marketers in general should have on their radar for 2025
- 14:05 – Why brands should rethink “other people’s platforms”
- 15:38 – Robert’s advice for Social Pros
- 17:10 – What living person Robert would have a video chat with
- 17:56 – Amber’s journey from marketer to enterprise sales leader at LinkedIn
- 19:00 – Why thought leadership is essential in today’s digital world
- 23:06 – Balancing personal brand with corporate storytelling
- 25:04 – Creating frameworks to shape and strengthen your thought leadership voice
- 26:51 – Amber’s advice for Social Pros
- 27:21 – What living person Amber would have a video chat with
Quotes From This Episode:
“With thought leadership and individual content, think about what emotional or intellectual aftertaste you want to leave with your audience.” Share on X“It’s just a hard thing to get a CMO or a CEO’s head around when every quarter they have to perform. Every quarter has to be better than the last. And content marketing, as we’ve said for 14 years, is a long-term marathon. It is not short-term.”
“So much of our professional currency is about sharing our expertise and what we know, and making the communities around us better as a result. I don’t think of thought leadership as self-promotion so much as I think about community investment in our collective intelligence, knowledge, and wisdom.”
Resources:
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