{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Louder Than Words with John Bonini","title":"#51 | Words in Progress with Natalie Marcotullio, Part 2 | Making Content Bigger Than What You Sell","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/17026e40\"></iframe>","width":"100%","height":180,"duration":2519,"description":"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 cycleThe evolution of the Buyer First report (and why it’s still ungated)Why tying your brand to a bigger idea builds long-term trustThe difference between capturing demand and creating itIf 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 ","thumbnail_url":"https://img.transistorcdn.com/UkqxOYJOIzqKKTExu2AQ6Vw-nuLdR07rkBcJ3gTj7_M/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzQ2NDU0LzE2OTg2/OTk4MjgtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}