Generating Demand: Stories from the B2B Trenches

Episode 12: Content Marketing with Sam Chapman

Subscribe Wherever You Get Your Podcasts

Google Podcasts



Amazon Music


Today’s episode:

Often underutilized or misused, video content, and content marketing in general, can be valuable in delivering your message but more difficult in measuring direct ROI. In today’s episode, Sam Chapman shares valuable insights and lessons learned from his 10+ years as a content strategist, particularly as it relates to video content. 

Listen as he shares the best approaches to content marketing, including the importance of the human element, tailoring content to its place in the sales funnel, as well as the latest video format trends. Finally, Sam discusses his approach for framing ROI in video content and determining when it makes sense from the perspective of time and effort.

“Video is a major and massive undertaking at times. Beyond the effort and dollars that goes into it, you want to be able to say – what are we getting out of this?”

Today on Generating Demand: Stories from the B2B Trenches with Content Strategist Sam Chapman:

  • Sam’s experience in video content marketing – 1:30
  • Personal story of a video campaign – 4:45
  • Determining return on effort and return on investment – 8:30
  • Consumer’s experience with video content through the sales funnel – 17:25
  • Recommended Resources – 20:00

If you have questions or feedback about this podcast, or to suggest topics or guests, please contact:

About Generating Demand: Stories from the B2B Trenches:

Struggling to meet your company’s B2B demand generation marketing goals? Join lead generation expert Amanda McGuckin Hager each week for honest, unfiltered conversations from the trenches of B2B marketing with some of the industry’s leading marketers. As a bonus, you leave each week with a recommended resource from our insiders. Listen, learn, and generate leads with ViB — it’ll be fun! 

To learn more of our demand generation secrets: visit

Recommended resources from today's episode:

Episode Summary

It is said that content is king. Here Sam Chapman shares two stories of video content, and how he leveraged it to drive all stages of the sales funnel. Plus, he shares two unexpected recommended resources you don’t want to miss.

Podcast Library