S 02 | Ep 7 Content That Sells : Short - Term Ammo , Long - Term Impact Aaron Dunn , VP of Marketing at Thoropass and former marketing leader at Snap App , brings 15 years of go - to - market experience to a candid conversation about why B2B content still struggles to hold attention and what marketers can do about it . Aaron traces the evolution of interactive content from its early days , when companies like Snap App challenged the dominance of static PDFs , to the current moment where generative AI has lowered the cost of content creation while flooding buyers with even more noise . He argues that the core problem has not changed much over the past decade . Marketers are still producing content designed around their own workflows rather than around the experience of the person receiving it . He makes the case for delaying content gates rather than scrapping them entirely , explaining how giving buyers access upfront leads to higher quality leads and more meaningful engagement down the funnel . Aaron also shares his perspective on community - led growth , pointing to companies like Six Sense that have found ways to participate in buyer conversations without dominating them . Throughout the episode , Aaron pushes back on the idea that producing more content is the answer , and makes a strong argument for designing experiences that earn attention rather than demanding it .