TMMF #039 · August 6, 2025

The Media-Minded B2B Marketer

Building In-House Content Engines & Treating Content as Product.

Guest: Ronnie Higgins Messaging Show notes

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Why listen

The signal, minus the noise.

When you treat content as an ecosystem, it becomes more than a bunch of separate pieces…”

In this episode, we dive deep into the world of B2B content marketing with Ronnie Higgins, a seasoned content strategist who specializes in transforming traditional marketing teams into powerful in-house media engines. With a background in film and media, Ronnie brings a unique perspective to B2B marketing that challenges conventional approaches and emphasizes the importance of storytelling, tension, and audience engagement.

We explore Ronnie’s innovative approach to content creation, including his application of the hero’s journey to B2B narratives and his framework for understanding attention as a multi-stage process. Ronnie shares insights on how marketers can move beyond the commodified, SEO-focused content playbook to create meaningful experiences that drive both brand awareness and demand generation.

Steal these ideas

At 02:29, Chris and Ronnie dig into using the hero’s journey in b2b marketing — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation
At 04:04, Chris and Ronnie dig into creating tension in b2b storytelling — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation
At 06:00, Chris and Ronnie dig into treating content as a flight simulator for customers — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation
At 08:59, Chris and Ronnie dig into ronnie’s background in media and film — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation
At 13:00, Chris and Ronnie dig into from commodified content to strategic media — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation

Key topics covered

A skimmable map of the conversation.

Start with the idea you need, then jump into the full episode when something catches.

Using the Hero’s Journey in B2B Marketing

At 02:29, Chris and Ronnie dig into using the hero’s journey in b2b marketing — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Creating Tension in B2B Storytelling

At 04:04, Chris and Ronnie dig into creating tension in b2b storytelling — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Treating Content as a Flight Simulator for Customers

At 06:00, Chris and Ronnie dig into treating content as a flight simulator for customers — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Ronnie’s Background in Media and Film

At 08:59, Chris and Ronnie dig into ronnie’s background in media and film — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

From Commodified Content to Strategic Media

At 13:00, Chris and Ronnie dig into from commodified content to strategic media — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Ronnie’s Unique Research Methodology

At 17:58, Chris and Ronnie dig into ronnie’s unique research methodology — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Understanding the Day One List in B2B Buying

At 21:21, Chris and Ronnie dig into understanding the day one list in b2b buying — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Capturing Trigger Events in Your Content Strategy

At 24:25, Chris and Ronnie dig into capturing trigger events in your content strategy — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Show notes

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Use the timestamps as shortcuts: scan the arc, skip the obvious bit, replay the useful bit.