What does content marketing look like after 30 years in the business?

Amanda Salem, director of content marketing at Constant Contact, joins the show to share her journey from storytelling roots to leading a digital marketing evolution for small businesses. With deep expertise in email, automation, and AI tools, Amanda offers a clear view on how marketers can balance SEO demands with authentic customer connection—and why understanding psychographics is the secret to meaningful messaging.

In this episode, you’ll learn:

• Customer-first messaging: How to put yourself in your audience’s shoes to create connection
• AI as a helper: Why automation supports content creation but can’t replace knowing your customer
• Beyond demographics: Using psychographics to build meaningful, targeted marketing strategies

Things to listen for:

(00:00) Welcome to the show
(02:41) Journey into content marketing

(06:36) The role of AI in content marketing

(12:28) Understanding your audience

(21:15) Understanding customer decisions
(23:17) Tech stack insights

(25:51) Balancing SEO with authentic, helpful content for customers

(36:21) Final advice on building customer relationships through learning

Resources:

• Connect with Amanda: https://www.linkedin.com/in/mandasalem/
• Learn more about Constant Contact: https://www.constantcontact.com/
• Connect with Nicole: https://linkedin.com/in/nicolemmaclean/
• More from Compose.ly: https://compose.ly/content-matters
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Learn more about our sponsor, Apollo, here: https://apollo.io