Is content the key to building relationships at scale in B2B marketing?

Ashley Strosnider, Head of Editorial at Compose.ly, explores the evolving role of editors in content marketing. She explains the fine line between editing and rewriting, the importance of trust in content workflows, and how AI is reshaping the editorial process. We’re also joined by James Furbush, VP of Marketing at AccessOne, to share how his team uses content-led growth to navigate long sales cycles and engage buyers effectively. He talks about why featuring buyers in content builds credibility, how podcasts and social media expand brand reach, and why positioning your brand among the top three choices is critical for sales success.

In this episode, you’ll learn:

• Content-Led Sales Strategy: How content nurtures prospects in long B2B sales cycles
• Podcasting for Brand Awareness: How James built a guest pipeline and used partnerships to grow reach
• Sales and Marketing Alignment: Why brand familiarity makes sales outreach more effective

Things to listen for:

(00:00) Welcome to the show

(01:17) Understanding writing and editing

(02:50) The role of content editors

(04:34) When to ed vs. rewrite

(06:30) Tips for marketers on working with editors

(07:47) Building trust and setting content goals

(11:18) AccessOne's mission and approach

(14:28) Content strategy in healthcare marketing

(15:40) Why content is critical for long sales cycles

(17:30) Building relationships at scale through content

(18:56) Using podcasts as a part of your marketing strategy

(26:03) Leveraging partnerships to grow a podcast

(32:30) Scrappy marketing tactics that actually work

(34:19) Friends Matter with Lauren Joskowitz, Editorial Director of MyFitnessPal and host of ‘The Clean Body Podcast’

Resources:

• Connect with James: https://www.linkedin.com/in/jamesfurbush/
• Learn more about AccessOne: https://accessonepay.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friends Matter Story: compose.ly/friends-matter
• And from this episode, shoutout to our friend Lauren Joskowitz, Editorial Director at MyFitnessPal and host of The Clean Body Podcast: https://blog.myfitnesspal.com/author/lauren-joskowitz/
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Learn more about our sponsor, Clutch, here: https://clutch.co/