Loop Marketing The Amplify Stage Pt. 1

Amplify is the loud friend in the room. In this episode, we unpack the “Amplify” stage of Loop Marketing and why it feels bigger, messier, and more overwhelming than the other stages.

We also call out the tension hiding in plain sight: HubSpot talks like “publishing great content is not enough,” but then casually treats content strategy like a quick checkbox. If you are a marketer, a content creator, a HubSpot user, or a leader trying to make sense of marketing in a world of feeds, communities, and artificial intelligence answers, this one is for you.

What You Will Learn

1. Amplify is about being findable and shareable by both humans and artificial intelligence tools.

2. “Good content, visible content” is the simplest definition of amplify that still holds up.

3. Amplify is not “post more.” It is “show up in the right places with the right thing.”

4. Content strategy is still the hardest part, and oversimplifying it hurts teams.

5. The best amplification starts with creators making content in the format they can actually do well.

6. Modern discovery means you have to serve people and systems that summarize answers for them.

Amplify, explained like a human

George strips the marketing language down to something you can actually use: amplify means the right tools can find, share, and act on the content you already create. The group pushes it further and makes the point that Amplify is not about making more noise. It is about making the right noise in the right places, so your work does not end up in a content graveyard.

What it means for you: you do not need a bigger content calendar. You need a clearer distribution plan.

Why this stage feels huge

Max and Liz both react to how much got stuffed into Amplify. Build your content strategy. Optimize your channel mix. Repurpose formats. Work with creators. Scale creation with artificial intelligence. Improve conversion. That is not one stage. That is “do marketing.”

George’s metaphor lands: Express and Tailor feel quieter because they happen behind the scenes. Amplify feels massive because it is public. It is the part everyone can see.

What it means for you: if amplify feels heavy, you are not broken. The work is real. The visibility just makes it feel even bigger.

The content strategy pain point that will not go away

Liz brings the heat here, and it matters. Content strategy is where a lot of programs fall apart because it is not just “make content.” It is deciding what matters, setting standards, building a team, building processes, and sustaining the machine without burning out.

Max adds the modern twist: artificial intelligence makes it easier to create content, but “easy” can turn into polished garbage fast. The group agrees that artificial intelligence should assist, not replace, and that quality and usefulness still win in the long term.

What it means for you: if your content feels hard, do not skip the foundation. Slow down, so you can speed up.

Where humans live now

George lands the plane with a truth you can not ignore. The world is not just “rank on Google, send an email, post on social.” People live on YouTube, in feeds, in communities, and inside artificial intelligence answers. Amplify is the work of showing up with purpose where attention actually lives.

What it means for you: your marketing can not live in one channel anymore. Your buyers do not.

Practical Next Steps

1. Write your amplify definition in one sentence: “Good content, visible content, in the places our people trust.”

2. List the three places your buyers scroll, search, or ask questions, then pick one to focus on this week.

3. Choose one strong piece of content you already have and repurpose it into two smaller formats you can publish fast.

4. Add a “distribution checklist” to every content piece before it ships, so nothing dies quietly after it gets published.

5. Decide who owns what: content creator, editor, publisher, community engager, and performance reviewer.

6. If video is your strongest format, start there, then turn it into written and social pieces after.

7. Review one existing page or post and improve it for humans first, then improve it for search discovery second.

Memorable Lines

• “Good content. Visible content.”

• “Amplify is the loud friend in the room.”

• “You do not want it in the content graveyard.”

• “You have to slow down to speed up.”

• “There is a difference between a content creator and a marketer.”

• “If you told me to write blog posts, I would quit.”

Who This Episode Is For

This episode is for marketers and business leaders who feel the pressure of modern distribution, especially if you have ever thought, “We know what to say, but we do not know how to get it seen.” It is also for teams wrestling with content strategy, repurposing, video, newsletters, social channels, and the growing reality that artificial intelligence tools shape how people discover answers.

If amplify feels big, that is because it is the stage where your work meets the real world.

Pick one message. Pick one place your humans actually pay attention. Show up with purpose.

Then do it again next week, a little better, a little clearer, and a lot more aligned.

Next step: tell me the episode title you want to use, and I will tailor the article headline and opening hook to match it.

TRANSCRIPT

Liz Moorehead: Well, gentlemen, welcome back.

Max Cohen: Hello.

Liz Moorehead: this week? Post Turkey Day?

Chad Hohn: I'm still tired

Max Cohen: it was

Chad Hohn: from the Turkey.

George B. Thomas: Yeah, that, what, is that tryptophan? Is that what that's called?

Chad Hohn: Yeah, I believe so.

George B. Thomas: Yeah, I think so.

Liz Moorehead: George, I have to ask you, so you had your bachelor weekend for

George B. Thomas: Yeah,

Liz Moorehead: right? Because the family was on a cruise. They were doing dog shows, and you were left to your own, what was the Bachelor Thanksgiving meal?

George B. Thomas: Oh,

Liz Moorehead: Than a cigar and a bourbon.

George B. Thomas: uh, well, yes, it was more than a saka and a bourbon. Um, I ordered, uh, the day before Thanksgiving, uh, two of the subway. Uh, Turkey kind of stuffing slash cranberry. Uh, that, that's why, that's why I ordered two of those.

Max Cohen: DeAngelo's is better.

George B. Thomas: one was half was for lunch one day, half was for dinner the next day. Uh, then half was for like brunch the next day and then like dinner or dinner the next day.

And so. There were there also, I, I got me a big vat of, uh, some Rey PCs. 'cause nobody was here to judge. So I had some Rey PCs along the way. That was kind of like my pumpkin pie, if you will, but without needing to make anything. Um, yeah, it was just, no, no. She's about, uh, three and a half, maybe four hours away.

Still, they'll be home today though. So, um, there will be some adulting that will start to happen, uh, after today. But the last four days it was. Guys. It, it was, it was very interesting one, I started to go down a journey of the Good Doctor and starting from the beginning and watching that, uh, during the evenings, very good show by the way.

And I told my wife, I'm watching it while you guys are gone, because when I get emotional, I won't get judged. And she said, we wouldn't judge you if you got emotional, but I'm like, this show makes me emotional. Like, there's just something about Sean. Anyway. Um, but then also the other side of this was. Liz, you'll laugh. I vibe coded 90% of an entire new website slash business over the four days.

Max Cohen: Yo dead. Yo dead ass. I was doing the same exact thing except I'm building a video game. I literally, it's just been like. Coding a video game for like a week.

George B. Thomas: it was me, Claude Code, um, uh, Claude Chat as an assistant. And literally I'll, I'll launch it to the world at some point. I'm still putting some, like finishing touches on it, but it was like, I'm just, I want it, I want it. It was a barrier, like, I was like, what's this vibe coding that everybody's talking about?

And like, I, I feel like I'm missing out. And so

Chad Hohn: Then you figured it

George B. Thomas: it. I did it. I

Liz Moorehead: I don't know what vibe coding is. I keep hearing it and I just thought it was a dad joke. Gone rogue.

George B. Thomas: Listen, the fact that I did stuff in a sequel server by myself with no handholding, um, I'm, I'm proud of myself over this Thanksgiving weekend, but let's just say in, in this way, I amplified my talents over the, uh, Thanksgiving

Liz Moorehead: You attempted to amplify Reese's PCs into something even adjacent to a pie. So we're gonna move on from that. And we're gonna, I'm,

Chad Hohn: we attempted to amplify a subway sandwich into a Thanksgiving dinner.

Liz Moorehead: Was it the turkin? Because I

George B. Thomas: Yeah, yeah, yeah,

Liz Moorehead: it made me upset.

George B. Thomas: yeah. It's the Turkey, whatever. Yeah, it's, it was literally Turkey stuffing cranberry sauce, like some onions, some other type of juju stuff they throw on there. But it was good. It was good.

Liz Moorehead: And on that note, welcome back to our series on Loop Marketing. Everybody.

Chad Hohn: Yeah, sorry about that.

Liz Moorehead: what our 1,400 episode about

George B. Thomas: No, no, it's not.

Liz Moorehead: I know, I know. I'm very excited though for us to go into today's conversation because we are now coming into the third stage. Which is

George B. Thomas: favorite stage.

Liz Moorehead: I have a lot of complex feelings about this, which you guys probably saw from the outline where I just put a screenshot and went, what?

Uh, but we'll get to that. But let's talk about first about how HubSpot. Talks about Amplify. So they say publishing great content isn't enough. Your customers are asking chat, GBT, watching YouTube, trusting creators, skimming G two and Reddit, turning to communities and texting friends the amplify stage.

Make sure you're discoverable across channels and recommended by the voices your buyers trust. Now, on the one hand, yes, yes, I know some of these words, but on the other hand. What are we talking about? Where are the boundaries of any of that? And is, is that anything new from what we should have been doing already?

Or is this an opportunity for us, as in bounders, whether we're resistant or excited to adapt our approaches and strategies in this new a AI powered era? So George. I'm gonna ask you to do your best to simplify the complex, right? I just gave you that jargon and brand heavy definition from HubSpot about what Amplify is, but what, what are we talking about here?

George B. Thomas: yeah. Was that market legalese? Like,

Liz Moorehead: Literally just from the website

Chad Hohn: off the website. Yeah.

George B. Thomas: I know and it's like. The only loop that was going in my brain when you're reading that was the, like the reload, the loading loop of like, I, like I heard a cuckoo choo of like the internet that I haven't heard for years. As you're, listen, it's, it's not that difficult. Amplify. It's simply about making sure the right and the right AI tools can actually find, share, and act on the content that you're already creating.

That's it. We've been saying this for years, by the way, the right people at the right time with the right thing.

Chad Hohn: It is just you can do more at scale now because you have more, more power, more resources. Is, there's more places to put it. But you referenced Taylor, right? You, you made, made, uh, in the last step. Where do I want this message to go? Who do we want to target? We're tailoring a me a specific, uh, message at scale for a lot more different audiences, and that includes, um, the function of having the ability to send it out to all these different people at scale.

George B. Thomas: Yeah, and, and I wanna be careful, but yes, yes, yes, Chad. I want to be careful here. 'cause what I don't want people to think is like, it's just about posting more. I'm not saying that it's about posting more, it's about posting the things and showing up where your buyers, a k, a, the

Liz Moorehead: Oh

George B. Thomas: they're searching, where they're scrolling, where they're asking questions.

Um, what you don't wanna do is create a bunch of posts, a bunch of, uh, content, and it end up in the content graveyard. You don't want that. So this is where I love Chad, that you brought it. It's at scale and it's knowing the places where it needs to be, right? Good content that's visible content. If we do four words, by the way, amplify.

Good content. Visible content.

Liz Moorehead: So

Chad Hohn: right. Well, I guess we're done. Let's go to the

George B. Thomas: Yeah, we're done here,

Chad Hohn: Bye.

Liz Moorehead: How you feeling about it over there, bud?

Max Cohen: I mean, uh. I don't know. I find it suss, I find, hold on. Oh my God, that's so cold.

Liz Moorehead: done.

George B. Thomas: that was, that was

Max Cohen: This is a, uh, vanilla cream slate, uh, protein shake, by the way. Yeah, it's

George B. Thomas: By who?

Max Cohen: Slate

George B. Thomas: Slate. Oh,

Max Cohen: Company called Slate. Yeah. Um, is it weird that like there's so much more in this stage than everything else?

Liz Moorehead: Is literally my next question,

Max Cohen: This, you know what this stage feels like. They say do marketing. That's what this stage feels like.

Chad Hohn: I did the

Max Cohen: do marketing. Oh, just do, just do the marketing. Just do the marketing here. Because like, it's like, oh, build your content strategy, build, build your content. Strategy is a bullet point.

Liz Moorehead: You wanna know how they describe that bullet point? The bullet point is just, is defined as this plan, how this story will come to life across formats and channels. I'm sorry, what?

Max Cohen: They, they're in one bullet point. They're like, come up with your entire marketing strategy.

Liz Moorehead: This is packed. So let me, let me

Max Cohen: dude, I, I am so schizophrenic on this loop marketing shit that like one week I'm like, oh, this is like kind of chill. And then I like. Look a little deeper at this thing, and it's like, oh, just build your content strategy, and then you have one sentence underneath the dropdown,

Liz Moorehead: So here's, let me clarify for our

Max Cohen: but this is also, this is also what the problem was with the original, like academy content around inbound, because they skipped over the whole, they're like, all right, build some content.

And it's like, dude, dude, dude, dude. That's the hardest part. Right? How did that ebook get created? I

Liz Moorehead: I need to interject here. No, no. We're gonna bring you back to your, to your pulpit here in just a second because we didn't even list all the things that are in this stage. And this is the thing that boggled my mind, right? Because in express we're talking very specifically about voice tone using very specific tools to make that happen, methodologies, things like that, brand message, et cetera.

Right? Then we got to Taylor and that's really talking about how we, you know, we already talked about it. We talked about Taylor. Now we're an amplify. Amplify includes build your content strategy. That could be blogging, that could be video, that could be everything, that could be social, that is across every aspect of the flywheel and or funnel and or loop, depending on how you currently, what your current belief structure is in our inbound church.

Then it's optimize

Chad Hohn: is in context. Sorry to interrupt you, Liz,

Liz Moorehead: Nope, we gotta keep

Max Cohen: Chad, shut the up and let Liz cook. Dude. Let Liz

Liz Moorehead: gotta hold on.

George B. Thomas: Shots.

Liz Moorehead: I'm trying to explain everything that is in the stage. Build your content strategy, optimize your channel mix, extract more format and channel value. Activate targeted, adding creators. Use AI to scale content creation.

Optimize each channel for conversion. That is a lot. It is more than it is any other stage. And Max, you've made me feel validated because I saw that and I was just

Max Cohen: we're just amplifying. We're just amplifying. That's all it

George B. Thomas: Now well coach.

Chad Hohn: It's in context to one message though, or one thing that you're trying to do. Correct. I know it's a ton, but

Liz Moorehead: No. Like

Chad Hohn: believe this

Liz Moorehead: as a content strategist, like if I have a messaging strategy that, and I've done this, you take a strategy. Your messaging strategy crosses all of your product and service verticals, so it is a full funnel and or flywheel content strategy. It is everything that you are like. It is your content strategy.

It is not a content strategy subsection. It is the content strategy.

Chad Hohn: Sure. But remember how with the Origi, the first two stages, there's stuff you do once and then there's, you know, stuff that you're recycling because you did it once. Now you are recycling that work that you did the first time over and over every subsequent time through the

Liz Moorehead: AI to scale content creation, which is a later step.

George B. Thomas: Yeah. So, so I want you to do, uh, this for a second. I want you to, I want you to close your eyes for a second. Um,

Liz Moorehead: don't want to, I don't like it here.

George B. Thomas: if you're driving, don't do this. Uh, just bear with me. I want you to close your eyes for a second. I want you to think of your group of friends. I want you to think of that one friend that is always the loudest, boisterous, most like, and by the way, if you can't think of anybody, it's you.

But let me, let me just, that's, that's amplify. Amplify is the loud friend in the room. Let me explain what I mean by this. Like when we talked about Express and Taylor, they kind of felt or can feel quiet because express is like. Conversations and documents and whiteboards and wording and like the strategy side of it, Taylor feels like, you know, the, the CRM fields, the workflows, the segments, the, the messaging tweaks along the, the way amplify like.

It's a lot because it is a lot like ladies and gentlemen, this is where all the posts, uh, go live. This is where all the videos get published. This is where all the emails get sent. This is where, uh, ads, uh, starts. You know, the spend, the ad spend starts. Like it's, it feels and looks like the biggest part because it's the loudest and easiest to see because it's amplify.

Um, your calendar, our calendars are full of amplify activities. Hopefully those amplify activities are based on, uh, the decisions made in the express and Taylor stages that are driving revenue out of those amplify. That being said, on the inbound stage, Kip Bodner said, I'm an amplify kind of guy, which makes you wonder if this is the part, the reason it feels so big is this is the part that they baked out the most.

Understanding that they were gonna circle back around to bake out the other three in the future. I don't know, but those are the kind of two places that my brain goes with this.

Liz Moorehead: Okay, so I'm gonna say something very quick and then I'm gonna turn it over to Chad Max and we'll probably say something smarter and more succinct.

George B. Thomas: Hmm.

Liz Moorehead: I know I'm the mouth breathing res, I know I'm the mouth breathing resident co content strategist on this podcast. But George, there is one thing you have heard me talk about repeatedly.

The one. Area where HubSpot, quite frankly has not done a great job of educating how you're supposed to do the thing. Right? And that is content strategy. For a long time, the way they talked about Inbound, it was like, here's how you decide what the topics are. Kind of great big wizard from Sky Mix content Amplify.

Right, like it's always been this black box where like content is the most painful part of most inbound programs. It's where most inbound programs go to die. People want content. People don't wanna create it. They constantly feel like they're having to reinvent the wheel when it comes to their processes, their standards, like it needs to be a constant content machine.

And they have never done a good job educating about it. They do a good job of telling you how to keyword research or maybe do this or maybe do that, and then the optimizing. But the actual building and execution of a sustainable content strategy is not something HubSpot has ever done a good job of educating about.

And I know that is why I'm very triggered here about this because once again, they are oversimplifying something. That is very complex. I understand every other part of it, but by the way, I know amplify isn't the word they've used in the past, I think for a lot of the stuff that's captured in the stage.

But this was stuff that comes after you create your content. These are the things of like once you've got your content strategy, unlock your publishing, your baby stepping, you're doing the work, then we get into the amplification piece of it, right? So that's why I'm feeling a little bit. Flummoxed taken aback.

Um, and I promise you, I'm not trying to come on every episode in this Loop marketing series to be a butthead about it, but it's just once again, an overly reductive approach to content, which is the thing that most organizations are hurting at,

Max Cohen: And you know what sucks? Is that like I, dude, I can get in like the original inbound times back in the, the long, long ago, right? When they would

Liz Moorehead: all figuring it out.

Max Cohen: And it would be like, all right, yeah, take your ebook and put it on the, put it on the, in a, in a file thing on your, on your thank you page. And people just like, where'd that ebook come from?

And they're like, oh, yeah. You know, your ebook, you got a bunch of eBooks just playing around everywhere. You know what I mean? And like, they would just like, act like you were, they're like assuming you're a content machine. It's just like every single time I was doing onboarding with people and we got to that very uncomfortable spot where it's like, oh, I gotta tell these guys they actually have to make content now.

It was always the worst thing ever because they were never doing that, right? It was just, it was just software. What stinks is that in this day and age, there's almost no excuse not to create content because you can literally say, Hey robot, I told you all about my company gonna make some content, right?

And like it can just do it. I don't feel like they, I dunno. I still, I, I, having build your content stage in the, or build your content. Part of the amplify stage feels like building the plane when you're flying it,

George B. Thomas: Well,

Max Cohen: Like, what are you amplifying? What am what am I, I, I, the assumption is I've created something to then amplify.

Well, it's like, no, no, no. Create it as you're amplifying it. Figure out the whole thing as you're, it's like what?

George B. Thomas: No.

Max Cohen: I don't know. It's just, I'm, I'm,

George B. Thomas: So

Max Cohen: my head.

George B. Thomas: a couple things. I love that your head, uh, hurts because one, if you haven't had to go through the trenches of creating content historically, and you're now just getting in the content game and you're doing AI first instead of AI assisted, um, man, there's so many

Max Cohen: respectively you to those people just saying, nevermind. Go ahead.

George B. Thomas: Wow, you're

Liz Moorehead: I too am dissatisfied.

Max Cohen: I'm saying, these people never had to like, sit down and write a freaking blog post, like, make an interesting video. They just go, oh, I could just tell the AI to, to do it for me. Okay. That, oh, it was so easy. Like, I'm sorry. I'm salty about it, dude.

George B. Thomas: yeah, un unfortunately, 90% of those are probably like polished turds. Like they're not.

Chad Hohn: Yeah,

George B. Thomas: They're not really, uh, something that some,

Max Cohen: Exactly. But dude, people eat slop turds on the internet today. Like, that's the, that's what's really annoying. Yeah.

George B. Thomas: It is. It is. And, and so like, you gotta slow down to speed up, which I'm glad that, you know, we, we all on this podcast and many of the listeners have gone through the struggle and the hustle of like original content creation.

And we now know that we live in a world where we can create it easier, but we can also through the easier created better. Than we ever could have before, which is amazing. Um, and so that, again, it goes back to that like personalize it at scale and make it something that people really wanna see and share and talk about.

Um, good content, visible content, right? But like at the end of the day, I think there's so much going on here. Like I listen, one of the things, Liz, you sent the, the notes over and it got me asking questions, which I'm gonna ask each of you a question in a minute, but it got me asking questions to my loop marking assistant.

Yes. Ladies and gentlemen, I literally have an assistant to try to figure all of this stuff out, uh, that I talk with on copious amounts of time. But I asked it like, Hey, what, what are the all the ways. We should be thinking about amplifying in 2025 and 2026 and it spit out a list and I'll, I'll make sure the list gets on the show notes, but I just want every, and I'm not gonna read the whole thing, I'm just gonna read the actual thing, but there's, in the show notes, there'll be like a sentence or two with each one, and I want you to realize the order in which it actually gave these two, right?

Because it called like, here are the core lenses I would use when thinking about amplifying in 2025 and 2026. The number one thing that it said, AI first discovery, not just SEO, okay. Which means optimizing for LLMs AI overviews. If you haven't checked out my friend's, uh, super schema.ai, um, or if you're not paying attention to how to actually add AI schema to your website with an LM by the way, that's one of the things that I vibe coded to this website is it literally, I can press a button and it'll do the schema for me anyway.

Number two, defend against zero. Click search. Number three, short form video as primary distribution engine. Listen to that again, short form video as a primary distribution engine. Number four, deep content plus automatized micro content. Number five, creators, employees and customers as your media network.

Oh my God, we have been preaching that. Since 2013, get your employees to, to create user generated content like hmm, six own channels as your safety net. Seven news metrics or new metrics, uh, for amplify always on experimentation, privacy, consent, and governance. Align with, I'll, I'll put it, I'll put it in the show notes, but there's a list of 10, but I want you to realize like you have to optimize for the human. oh, sorry, sorry, sorry. My bad. You have to optimize for the,

Liz Moorehead: Thank you.

George B. Thomas: and you have to optimize for, I should have a robot voice, by the way, but it's there, but I don't wanna look for it. And you have to optimize for the, the robots, the ai, the the A EO and the SEO, the robots. Um, and so when you're thinking about this amplify stage and you're thinking about this content creation conversation that we're having.

Hopefully your prompts or the way that you're building this has something along the lines of, please optimize for the reader first, then SEO and a EO along the way, and hopefully you're paying attention, like things like featured snippets and FAQs on each piece of country. Anyway, I digress. Can I ask a question to all three of you?

I've, I've been dying to ask this question. How do you personally amplify your content that you're putting in the world?

Chad Hohn: I mostly make internal content for our team, so I put it in a Slack channel to the commercial team and send it out. That's me. But yeah.

Liz Moorehead: Uh, in a lot of different ways, uh, for, I'm just thinking of one of my clients in particular. We have a very tailored. Uh, newsletter. We have social channels. We do things for ai, SEO or however you wanna call it. Uh, we do a lot of repurposing of written content into video. We do a lot of social video and social listening.

We're. We do quite a bit once we get to amplify. And now that I'm not screaming or having an aneurysm, I think that's why I had such a reaction. 'cause it's like amplify also on its own is a big heavy lift. And once again, it just kind of felt like we don't know where to put the creation of the content. So we're gonna put here.

Chad Hohn: Huh.

Liz Moorehead: But yeah, I, that's it. It's a lot of different ways. Uh, each client I work with has their own strategy that's really targeted around understanding who the people are that they're trying to reach and serve, and where they congregate, because they don't always congregate in the same places. Like even just using.

Ai, SEO, for example, I have one client where we actually do more optimization for Bing than we do for Google because their B2B clients are often in walled garden IT environments due to the very secure nature of what they do. So they are bought into that Microsoft Suite, not just of SharePoint, not just of Office 365, but they are forced into using Bing as opposed to Google.

So

Chad Hohn: I was gonna say not bought in as much as forced in.

Liz Moorehead: Yeah, they're there. They're binging under duress, and because they have to, resistance is futile. I, so a, a lot of it has to do with the work around, like you still need to understand like the who of who you're trying to reach and what they're actually doing. But that's at least what it looks like for me.

Chad Hohn: Yeah, and I think I do, I actually have an answer. So our company, um, at one point recently as a little test during our all hands town hall meeting last Friday, they're like, all right, we're gonna put up LinkedIn post and maybe everybody could go like it right now since you're all here. And that actually, like the, our, our, uh, partners working with us on some marketing stuff was like.

What, what happened to this post? 'cause we all liked it, but then it went far and wide because of that. Surprisingly enough 'cause of the engagement right up front. Um, and I think what you're talking about, Liz, is exactly what w we, we talked about like seven weeks ago or whatever, seven episodes ago, something like that.

When we did the marketing studio, like the new marketing studio inside a HubSpot is great because you can measure. Maybe one campaign with multiple channels in the one thing and see the conversion rates of all those different channels. And it's like, what's really great is you get to visualize some of those pieces and Marketing Studio is a piece of amplify.

So I figured. It would be worth throwing a mention to that episode where we did a little screen share, deep dive video action edition on Marketing Studio, at least as a cursory overview and it's, it's a lot easier to grasp, I think, marketing Studio than traditionally campaigns were in the past. 'cause you had to build the map in your brain before, right?

George B. Thomas: So Max, you, you create a, a fair amount of content. Like what, what do you do to amplify it? Like talk, talk me through what your hoo magic is.

Max Cohen: I, I, I just try to make content that I like and I post it on LinkedIn and I walk away from it and I forget about it. I'm the worst marketer of all time. Um, I, I'm not even a marketer. I, I have a, I have a wonderful director of marketing named Nikki, and she does a fantastic job at leveraging a lot of this, uh, uh, AI stuff to take the videos.

Oh, okay. I can, I guess I can say what she does. Um, 'cause me and Dax, we just, we just rip videos. We send him off to our video guy, he distributes them into different channels, and then Nikki goes and takes all that stuff. Turns it all into like blog posts and short form and all this kind of stuff, and we go super hard on like vertical video and, and things of that nature, right?

But it all starts with me and Dax creating a bunch of really high quality sort of like, you know, genuine video content, right? And then it gets remixed in a number of different ways. And

George B. Thomas: So you bring up a very valid point. And then Liz, I'm actually, I'm hijacking this 'cause I'm gonna ask you a question. Um, you bring up a valid point because there's a difference between a content creator and a marketer. And so one of the things I would think that you might wanna think about when you're thinking about this amplify stage is like, who are the humans?

'cause it should probably be multiple. And what roles do they play in this stage of the loop?

Max Cohen: And are you are and are you allowing them to create content and the modality that's gonna be most effective for them? If they told me to go write blog posts, I would quit my job as much as I love it. Right. Um, I can't create good content by writing blog posts. I just cannot. Right. I can do it through video and that's my medium, right?

And so, like, if you are gonna have people playing that role, let them create that original human generated content first in a way that like, lets them shine and then, you know, do all this other amplify shit to get it out there in different formats and different ways,

George B. Thomas: Yeah. So, um, Liz. I have a question for you. Uh, you, we talked about content creation, a, a hefty amount, uh, in, in this episode. If you could move content creation to any other stage, would you move it to a different stage or does it belong in this stage, or does it belong earlier in one of the other two that we've already talked about?

Because then you actually have it when you get here, like unpack your brain.

Liz Moorehead: Honestly, the fact that we even have to ask this question, I'm very similar to Max in that some weeks I'm like, I get it. I understand what we're doing here. And then other weeks I'm just like, this does not feel thought through. Like the fact that we're sitting here. Ha. Like, and I've had grievances in the past about ways things have been rolled out.

But I've usually gotten there. I ended up loving the flywheel, although I'm one of those people who do not believe the flywheel and the funnel cannot coexist together. I don't believe they're mutually exclusive, but the fact that we are even here just makes me feel like we, I wish this had been more thought through.

I, we are four very smart people and it's taken us six plus conversations to get through what is supposed to be a four step playbook. Like, and I, I've said this a number of times across this series. I just have to say it again now to answer your question. It's its own stage content because it's not just content creation.

Content creation is content production. That means you already know what your strategy is. Like if I'm thinking about, like if I'm, if I'm a crazy wizard at HubSpot. And I think about what it takes to run a co content program that is successful. You need to have your messaging strategy first. You need to have all those little bells and whistles.

You need to understand who you're for, what you solve better than anybody else, and what is it you're really gonna focus on? You gotta express yourself first, then you gotta do the tailoring. But content strategy is about great. What is the actual strategy of what we're doing, but it's also building the processes.

It's building your team. It's understanding what your standards are. It's understanding all of those little different things. I could see an argument I Taylor doesn't even make sense, like that's the problem. I'm trying to figure out a way where it could fit into the other ones, but.

Max Cohen: wish there was a, I wish there was a third step between Tailor and Amplify that actually gave like a reasonable frame, reasonable framework on how to create content. Because if you know what your messaging is, you under, you've, you've tailored so you know who it is, you're, you say, okay, cool. These are the segments of people we're talking to.

And then it goes into Amplify when it's like, no, there needs to be. Work in between those two stages where you're like, we know what my, our messaging is, we know who we have to talk to, make the shit and then amplify it. Right? Like they're, they're glazing over, they're glazing over the whole like thing. It like, it's, it's right in between.

And you know what, maybe that's appropriate that it's, they're showing it as the first thing also. Like has there been like an academy course made on this yet?

George B. Thomas: No, not that I know of.

Max Cohen: You think that's kind of funny?

George B. Thomas: Uh,

Max Cohen: Like

Liz Moorehead: not funny. Ha

Max Cohen: I know of. You think the, the only resource I know of, like, I don't, like, I don't know where all the other content is about Loop Marketing.

The only page I've ever gone to is this Loop Marketing Playbook thing here where I can get early access to Loop resources. Right. Uh uh, but this entire thing is just links to HubSpot products.

George B. Thomas: Yeah.

Max Cohen: That's all it is. Like I, I'm like.

Liz Moorehead: Yeah, so that's the answer to your question, George. Like, max, I'm glad you agree, but like. I just, it does not make sense in the other two. It is tacked on to the beginning of Amplify because it's like, well, we gotta put content somewhere. It's its own thing. It always has been, and it's always been reduced by HubSpot.

Max Cohen: here's my uncomfortable, here's my uncomfortable question. Do you think there's actually more behind this?

George B. Thomas: I mean, they present like it will be, we'll see. I, I don't know. I don't have an answer to that

Max Cohen: Usually how do you do things

George B. Thomas: here's,

Max Cohen: here's the strategy. We're not really sure what it really means, but like, this is what it's gonna be. We're gonna come like, I don't know.

George B. Thomas: well, I mean, I think that's part of the reason why we're having these episodes is because somebody has to hash it out and talk through it and,

Liz Moorehead: Watch us have trauma responses in real time.

George B. Thomas: Yeah. So you did remind me of something, Liz, and that is that I need to create the page. Uh, I need to create a page that is like the, the methodology, the funnel, the flywheel, the loop.

Like I, I need to, I need to create something around that.

Liz Moorehead: I just, I'm confused again about where the loop fits in, but that is a story for another day. Um, George, I know this plane has dubious structural integrity. Oh wait. Hold on, max.

Max Cohen: I just went, I just went into the, I just was, look, was looking at

Chad Hohn: almost died.

George B. Thomas: he almost died.

Max Cohen: I was on their page and it's like a hundred AI prompts to power your loop marketing strategy. I hit get the a hundred prompts it asked for an email. Now it's asking for my phone number.

George B. Thomas: Oh, geez.

Max Cohen: Dude.

George B. Thomas: weird.

Max Cohen: It is just so cringe, man.

Liz Moorehead: I feel very Han Solo. I've got a bad

Max Cohen: brutal.

Liz Moorehead: this.

George B. Thomas: Okay.

Chad Hohn: HubSpot form.

George B. Thomas: Oh God. Which, which, yeah. Shouldn't be like,

Liz Moorehead: Value exchange. That's inbound. Oh.

George B. Thomas: Oh,

Max Cohen: Dude, I like, dude. Remember like when, or dude, remember when like HubSpot sales reps would have like their first call would be this like inbound marketing consultation and those dudes could barely get through talking to a caveman about inbound. Imagine the. Like, what's this person gonna call me? And then I'm gonna have some HubSpot sales rep get on the phone and have a, uh, have a a, a consultative discussion with me about loop marketing.

Get real, dude. I don't know. is

George B. Thomas: Interesting. All right, so, uh, Liz, I think I need to land the plane and, and,

Chad Hohn: on. I wanna let you guys know one more thing really quick.

Max Cohen: oh

Liz Moorehead: are you about to do? I don't like that face. I

Chad Hohn: This is great, so you can actually just totally get to the page without filling out the form because I, I took

Max Cohen: Someone left a back door in.

Chad Hohn: where it sent me, and then I went into it in Incog and then it just sent me right on in

Max Cohen: That's so funny, dude.

George B. Thomas: Yeah. Well, yeah. If somebody sends

Liz Moorehead: What are some of the prompts?

George B. Thomas: it's what it.

Max Cohen: Oh, it's probably some AI bullshit,

Chad Hohn: It's just brand differentiation analyzer, competitive gap, gap finder.

Liz Moorehead: Oh my

Chad Hohn: Uh, so there's a bunch of like roll, you know, this is like actually decent AI prompts, but there's a bunch of ones for different reasons and they're tagged as like Express. Taylor Amplify and Evolve.

Liz Moorehead: Express is all just the same stuff corporate has been doing for a really long time, which is messaging strategies and content style guides, and it's already, oh my God,

Max Cohen: Hey, what's C? Yeah, wait, I got, I got one more for you. I got one more. I got

Chad Hohn: put it in chat for you guys.

Max Cohen: You can, when you hit the, the CTA at the top where it's saying, uh, get access to loop, uh, early access. If you fill out the form, they drop the default thank you text. It says, thanks for submitting the four period.

Liz Moorehead: George land the plane before I crash it, please.

George B. Thomas: so, so first of all, hub Salt. We love you. We

Liz Moorehead: Yeah, we

Chad Hohn: We do.

George B. Thomas: uh, we love you. That's why we're,

Max Cohen: is why we love you. This is why we're being the way that we are. 'cause we're like, what the is going on?

George B. Thomas: Like, yeah, we love you. Um, that's why we're having these conversations and that's why, uh, we're trying to help like ourselves and others understand this. Now, here's, here's how I'm gonna land the plane.

I don't know if we'll have a second episode on Amplify or not.

Liz Moorehead: We will, because we still haven't talked about any of the tools.

George B. Thomas: oh, okay. So we're gonna have a second episode on, on Amplify. I will tell you, uh, if you get bored and, uh, you need something to do, uh, late evenings or while you're sitting on the toilet or over a weekend, um, I, I threw up a website about what I wished HubSpot would've launched.

Um, and you can go to loop revenue system.com. And, uh, it's, it's, it's just, it's just, uh, it's beta site, so it's, doesn't look that pretty. Uh, you can tell me if I'm full of crap. It, it is, yes. Human powered, uh, AI assisted, it's vibe coded, but like, this is where my brain goes as far as like, I wish this is what they would've launched.

This is also where I'm gonna build that page for like the methodology, the funnel, the. Flywheel and try to get something where we can visually see that. But here's, here's how I wanna land the plane today, is that if you're still stuck in a world where it's, Hey, let's write great blog articles so that we can rank and Google and send some email posts, uh, and maybe do some socials today and call it a day, those days are gone right now.

The humans, the humans that you're trying to hopefully help, they live on YouTube. They live in feeds, they live in communities, they live in ai, answers provided by Google and LLMs and all of that stuff. And so amplify and all the things that we're trying to unpack is literally how you're gonna show up with purpose to the humans.

The humans, Colemans and the bots.