"The posts that I've felt most vulnerable or most exposed tend to be the posts that perform the best."

You've got a content team, a brand voice, and a library of talking points — and none of it moves anyone. Caitlin Bigelow, CMO at Blazil, has watched this pattern from both sides: she grew a YouTube channel to over 120 million views telling stories to four-year-olds, and now she's coaching hundreds of companies through the exact same problem at the executive level. The audience changes. The mechanism doesn't.

In this conversation, Caitlin breaks down why storytelling — not polish, not production value — is what separates content that builds real trust from the AI-generated noise flooding every feed. She shares the two-part litmus test she uses to filter her own content, the personal pivot that took her from single-digit Linke ...