#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 

What is Louder Than Words with John Bonini?

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.