Jenn Greenleaf stands out as a guiding force in content marketing. As the Managing Editor at nDash, Jenn plays a pivotal role in helping brands navigate the complexities of content creation and management. With a career that spans from copy editing to leading editorial teams, Jenn has honed her expertise in crafting narratives that not only engage audiences but also drive tangible results. We’ll explore the art and science of content marketing with one of the industry’s leading figures.
Jenn, could you tell us a bit about yourself and your journey to becoming a content marketing manager?
Sure! My journey to content-marketing management has been shaped by a love for research, organization, and storytelling. I started out as a copy editor for magazines and later became editor-in-chief for a trade newspaper, which gave me a deep appreciation for structure, accuracy, and engaging narratives. That experience naturally led me into technical writing, documentation, and internal corporate communications, where I honed my ability to translate complex ideas into clear, compelling content.
From there, I moved into academic publishing and marketing, working with scholarly content and learning how to position research for broader audiences. That’s where I discovered my passion for content strategy—understanding audience needs, crafting messaging that resonates, and ensuring content serves both business goals and reader engagement. Now, as a managing editor for nDash.com, I oversee content strategy, editorial workflows, and thought leadership initiatives, ensuring that everything we publish is insightful, data-driven, and free of fluff.
My focus is always on delivering high-value content, supporting content marketing managers, and exploring emerging trends like AI, freelance ecosystems, and strategic content scaling. At the core, my approach to content is pragmatic and research-driven—I believe great content is built on deep understanding, clear communication, and a relentless focus on value.
What key experiences or insights have shaped your approach to content marketing?
Many key experiences have shaped my approach to content marketing, each reinforcing the importance of research, clarity, and strategic storytelling:
1. Editorial Foundations and Research-Driven Thinking
My background as a copyeditor and editor-in-chief taught me that great content starts with research, structure, and clarity. Editing everything from trade newspapers to magazines reinforced the importance of precision, organization, and storytelling that resonates with an audience.
2. Bridging Complexity and Accessibility
Working in technical writing, documentation, and corporate communications, I learned how to make complex topics—whether cybersecurity, AI, or enterprise tech—digestible for different audiences. This ability to balance depth with clarity is a core part of my content strategy today.
3. Freelance Ecosystem and Scaling Content
Managing freelance writers and content workflows at nDash has given me a front-row seat to how brands scale content efficiently without sacrificing quality. I’ve seen what works—and what doesn’t—when it comes to outsourcing, voice consistency, and building a content engine that delivers results.
4. Content’s Role in Authority and Lead Generation
Content isn’t just about publishing—it’s about positioning. A single well-researched piece can drive brand authority, generate leads, and support long-term strategy when executed correctly. I’ve learned that content marketing works best when it’s aligned with clear business goals, not just produced for the sake of volume.
5. AI’s Role in Content (and Its Limits)
AI is a useful tool for research, ideation, and structuring content, but it can’t replace human creativity, expertise, or critical thinking. I use AI as a support mechanism—not as a content creator. The best content still requires real insights, original thought, and a deep understanding of the audience’s needs.
In your experience, what are some common misconceptions people have about content marketing, and how do you address them?
I’ve come across several misconceptions about content marketing over the years, and addressing them often requires a mix of education, strategy, and data-backed insights. Here are some of the most common ones:
1. “Content marketing is just blogging.”
Reality: While blogs are a foundational part of content strategy, content marketing encompasses much more—guides, white papers, case studies, newsletters, social media, SEO-driven content, and more. The goal isn’t just to publish content but to create a strategic ecosystem that drives engagement, builds authority, and supports business goals.
How I address it: I emphasize a multi-channel strategy that aligns content with different stages of the buyer’s journey. Blog posts may be the entry point, but they should connect to deeper resources, product pages, and conversion opportunities.
2. “More content = better results.”
Reality: Quality always trumps quantity. Publishing tons of low-value content won’t improve rankings, generate leads, or build trust. In fact, it can dilute brand authority and waste resources.
How I address it: I focus on content depth, relevance, and intent—ensuring that every piece serves a purpose, answers a real question, and meets audience needs. A well-researched, in-depth article will always outperform 10 generic ones.
3. “Content marketing delivers instant results.”
Reality: Content marketing is a long-term investment, not a quick fix. Unlike paid ads, content builds value over time through SEO, brand trust, and audience engagement.
How I address it: I set realistic expectations by showing data on content velocity, organic traffic growth, and lead nurturing cycles. It’s about consistency—brands that commit to content for 6-12 months start seeing significant ROI.
4. “SEO is just about stuffing keywords.”
Reality: Keyword stuffing is outdated and hurts rankings. Modern SEO is about search intent, topic clusters, authoritative backlinks, and user experience—not just cramming in keywords.
How I address it: I prioritize topic authority over keyword density, using data-driven research to understand what users are actually searching for and how to structure content accordingly.
You mentioned using data-driven insights to tailor content. What specific metrics do you prioritize when evaluating content performance, and how do these insights inform your future strategy?
When evaluating content performance, I prioritize metrics that align with business goals, audience engagement, and long-term growth. One of the first areas I analyze is traffic and audience acquisition, focusing on organic traffic from search engines, referral traffic from backlinks and social media, and the ratio of new versus returning visitors. If organic traffic is low, I refine SEO strategies, optimize keywords, and improve internal linking. High referral traffic signals opportunities to double down on partnerships and backlink outreach, while a strong return-visitor rate suggests that the content is resonating, which prompts me to create more interconnected pieces like pillar pages or content series.
Beyond traffic, I closely monitor engagement and user behavior to understand how people interact with the content. Metrics like average time on page, bounce rate, scroll depth, and click-through rate (CTR) on internal links and CTAs reveal whether readers find the content valuable. If time on page is low, I revisit formatting, readability, and multimedia elements such as visuals and subheadings.
High bounce rates may indicate issues with page-load speed, content relevance, or navigation, while low CTA clicks suggest a need to test placement, wording, or design to improve conversions. Since content marketing ultimately needs to drive business results, I also track conversion and lead generation metrics. This includes newsletter signups, content downloads, demo requests, and lead-magnet performance. If content is attracting traffic but failing to convert, I refine calls to action, landing pages, and lead magnets to improve effectiveness. Analyzing the customer journey helps me understand which topics and formats generate the most leads, allowing me to expand on high-performing themes.
Another key focus area is SEO and content visibility. I monitor keyword rankings, backlinks, domain authority, and click-through rates in search results (SERPs). If rankings decline, I update content, improve on-page SEO, and refresh older posts to maintain relevance. When I see strong backlink growth, I lean into thought leadership and outreach to further boost brand authority.
Finally, I analyze social and community engagement, looking at shares, comments, mentions, and engagement rates on different platforms. If a particular content format drives high engagement—such as LinkedIn posts, BlueSky threads, or interactive posts—I adjust the content mix accordingly.
Building relationships is crucial in content marketing. Can you share your approach to collaborating with influencers or industry experts to amplify your content’s reach?
Building relationships with influencers and industry experts is one of the most effective ways to amplify content reach, enhance credibility, and drive engagement. My approach is strategic and built on mutual value, authenticity, and long-term collaboration rather than one-off transactions.
Identifying the Right Influencers & Experts
The first step is to identify the right people—those whose expertise aligns with the brand’s audience and who actively engage with relevant discussions. I look for subject-matter experts (SMEs), thought leaders, and niche influencers who have an engaged following rather than just a large one. This involves analyzing their content, engagement rates, and industry reputation before reaching out.
Building Genuine Connections Before Asking for Anything
I never start with a cold pitch asking for promotion. Instead, I focus on building authentic connections first. This could mean engaging with their content, sharing their insights, commenting on their posts, or featuring them in blog posts or newsletters. By providing value upfront—such as linking to their work, quoting them in articles, or inviting them for a casual discussion—I establish a foundation for collaboration.
Collaborating in a Way That Benefits Both Sides
When reaching out, I make sure the collaboration is mutually beneficial. Whether it’s guest contributions, interviews, co-created content, webinars, or expert roundups, I emphasize how their expertise will be highlighted and how the partnership benefits their audience as well. For example, if I’m writing a report on AI’s impact on content marketing, I might invite AI ethicists, marketing tech leaders, and automation specialists to contribute insights. This not only adds credibility but also increases the likelihood that they’ll share the content with their audience.
Making It Easy to Share & Engage
Once the content is live, I provide experts with custom shareable assets—such as prewritten LinkedIn posts, Twitter threads, pull quotes, and branded graphics—so they can easily amplify the message. I also tag them in social posts and encourage discussion by asking engaging questions that prompt further interaction.
The content marketing landscape is constantly evolving. What are some emerging trends or technologies that you’re particularly excited about, and how do you see them shaping the future of the field?
Here are some emerging trends and technologies I’m particularly excited about and how I see them shaping the future of content marketing:
1. AI-Assisted (Not AI-Generated) Content Creation
AI is becoming an integral part of content workflows, but its role isn’t to replace human writers—it’s to assist them. Tools like SearchGPT, ChatGPT-4, and AI-powered research assistants are enhancing ideation, content structuring, and competitive analysis, allowing marketers to spend more time on strategy, storytelling, and quality control. The future of AI in content marketing lies in augmenting human expertise, not automating creativity.
2. HumanRank: The Rise of Verified, Expert-Driven Content
As AI-generated content floods the web, authenticity and expertise will become competitive differentiators. Google’s increasing emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) suggests that human credentials, expert bylines, and verified sources will carry more weight in search rankings. Brands that rely too heavily on AI-generated content without human insight, credibility, and fact-checking risk losing visibility and trust.
3. Search Is Changing: From Keywords to Conversational and Intent-Based Search
Traditional SEO is evolving beyond exact-match keywords and backlinks. With AI-powered search engines like Google’s Search Generative Experience (SGE) and ChatGPT’s real-time SearchGPT, users are shifting toward longer, more conversational queries. This means content needs to match intent, provide clear and concise answers, and prioritize structured data and rich media formats (videos, infographics, interactive tools).
4. Interactive & Shoppable Content
Audiences are no longer passive consumers—they want interactive, personalized, and actionable experiences. Shoppable content, interactive tools (calculators, quizzes), and immersive storytelling formats (e.g., web-based documentaries, dynamic infographics) are reshaping engagement strategies. Brands that integrate content with direct purchasing pathways, gamification, or real-time personalization will gain a competitive edge.
5. The Shift Toward Owned Audiences & Community Building
With declining organic reach on social platforms and increasing concerns over third-party data privacy, brands are focusing more on owned media channels—newsletters, private communities, and brand-owned content hubs.
For aspiring content marketing managers, what advice would you give them to stand out and excel in this competitive field?
Standing out in this competitive field requires a mix of strategic thinking, adaptability, and a deep understanding of both content and audience behavior. Here’s my advice on how to excel:
1. Master the Fundamentals of Storytelling and Strategy
Content marketing isn’t just about writing—it’s about understanding the why behind the content. Learn how to craft compelling narratives, structure content for engagement, and align messaging with business goals. Develop a strong grasp of SEO, audience research, and content distribution to ensure your work doesn’t just exist but actually gets seen.
2. Become a Research-Driven Thinker
Great content isn’t based on gut feelings—it’s built on data, research, and audience insights. Develop the habit of analyzing industry trends, using SEO tools (Google Search Console, Ahrefs, SEMrush), and tracking content performance metrics. The more you understand what works and why, the better you’ll be at creating impactful content strategies.
3. Build a Portfolio That Shows Results, Not Just Writing
A portfolio of blog posts is good, but a portfolio that demonstrates impact is even better. Highlight case studies, metrics, and before-and-after examples that showcase your ability to drive traffic, improve engagement, or generate leads. If you’re just starting out, create your own content projects—write LinkedIn posts, launch a newsletter, or optimize an underperforming piece of content and track the improvements.
4. Develop a Multi-Channel Mindset
Content marketing extends beyond blog posts. Learn how to repurpose content for different platforms—LinkedIn, Twitter, email newsletters, videos, and interactive formats. Brands want content marketers who think holistically about how content supports the overall marketing strategy, rather than just producing one-off pieces.
5. Build Relationships with Experts and Influencers
Networking isn’t just for job hunting—it’s a content strategy. Engage with industry experts, subject matter authorities, and thought leaders. Whether through guest contributions, interviews, or partnerships, building relationships will help you increase your content’s credibility and reach.
6. Stay Curious and Never Stop Learning
Content marketing evolves constantly. Keep up with SEO updates, AI advancements, platform algorithm changes, and emerging content formats. Follow thought leaders, join communities, and experiment with new techniques.
What are the most important qualities of a successful content marketing team, and how do you foster those qualities within your own team?
A successful content-marketing team isn’t just about having skilled writers—it’s about strategic thinking, adaptability, collaboration, and a shared commitment to high-quality content that drives results. Here are the most important qualities of a strong content-marketing team and how I foster them within my own team:
1. Strategic Thinking
Great content isn’t just well-written—it’s aligned with business goals, audience needs, and SEO best practices. A successful team understands why they’re creating content, not just how.
How I foster this: We think beyond the content itself by analyzing performance metrics, understanding buyer personas, and staying informed on industry trends.
2. Research and Analytical Mindset
Content marketing is a blend of creativity and data-driven decision-making. A great team knows how to research deeply, vet sources, and analyze what’s working (or not) based on performance metrics.
How I foster this: I make data a core part of our content process, using tools like Google Analytics, Search Console, and Ahrefs to track performance. We review what’s ranking, what’s converting, and what needs improvement to refine our strategy continuously.
3. Strong Editorial Standards
Consistency in tone, style, and messaging is crucial. A great content team produces content that is high-quality, factually accurate, and engaging across all formats and platforms.
How I foster this: I set clear editorial guidelines and review processes to ensure content meets our quality standards. I also provide feedback that goes beyond just edits—I explain why certain choices improve readability, clarity, or SEO impact so the team continuously grows.
Thanks for sharing your knowledge and expertise. Is there anything else you’d like to add?
You’re very welcome! If there’s one final thought I’d add, it’s that content marketing is ultimately about building trust, not just traffic. While SEO, analytics, and AI tools are essential, the most impactful content is still driven by human insight, authenticity, and a deep understanding of audience needs. For anyone in this field—whether you’re just starting out or leading a team—the key to long-term success is to stay curious, adapt to changes, and always prioritize value over volume.
The brands that win in content marketing aren’t necessarily the ones producing the most content, but the ones creating the right content for the right audience at the right time. And of course, content marketing is a team effort. Collaboration with subject-matter experts, designers, strategists, and other marketers makes all the difference in producing content that not only ranks but resonates.
If you’re in content marketing, keep learning, keep experimenting, and always think about how your content can truly serve and engage your audience. That’s what makes this field both challenging and incredibly rewarding.
