The 90/10 Rule The Drives Content Results

Episode notes

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.