In this episode, Brendan and Brian sit down with Cassie Aite (Hoppier, PostBeam AI) to unpack the real driver behind content success: the 90/10 rule.
After years of trial, error, and wasted spend, Cassie shares why 90% of content performance comes from planning—not execution—and how most B2B teams get this completely backwards. From early SEO missteps to building a blog that peaked at roughly 80,000 monthly visitors, he breaks down what actually works today—and what doesn’t anymore.
The conversation goes deep on the shift from traffic to revenue-focused content, why AI and Google are changing the game, and how fewer, higher-quality pieces now outperform volume plays. You’ll also hear why LinkedIn, YouTube, and owned content are non-negotiable—and how to find your “content-market fit” through disciplined testing.
If you’re still chasing impressions, this episode will reset your thinking. If you want content that drives pipeline, this is your playbook.
Key topics:
- The 90/10 rule of content planning vs execution
- Why traffic is down but lead quality is up
- Content strategy in an AI-first search world
- Finding your content-market fit through repetition
- The myth of needing a large audience to win