Why B2B Marketers Need to Start Thinking Like Media Companies with Melissa Rosenthal

#388 | Dave sits down with Melissa Rosenthal, co-founder of Outlever and former CCO at ClickUp, CRO at Cheddar, and VP of Creative at BuzzFeed, to talk about why most B2B content strategies fail because they're measured like ad campaigns instead of built like an actual media outlet. Melissa breaks down how she trains writers to think like journalists instead of bloggers, why third-party trade publications tend to outperform company blogs, and what it actually takes to run a media operation instead of just posting content. They also get into her wild LinkedIn distribution playbook - five posts a day, no rules followed - and whether AI can ever replace real editorial judgment.

Timestamps

(00:00) - - Today's guest: Melissa Rosenthal, co-founder of Outlever

(01:58) - - From Buzzfeed to Cheddar to ClickUp

(06:33) - - Why most B2B content strategies get abandoned too soon

(09:20) - - The B2B companies actually winning at content right now

(10:32) - - What building a real media company looks like from the inside

(12:22) - - Training writers to think like journalists, not bloggers

(16:48) - - Should your content live on your own site or somewhere else

(21:57) - - Why separating the newsroom from marketing makes content credible

(24:55) - - Her LinkedIn playbook: five posts a day and breaking every rule

(26:23) - - Why the biggest wins never show up in the analytics