When was the last time you felt like your content marketing efforts weren’t delivering the results you expected?
If you’re leading a business or marketing team today, chances are that frustration feels all too familiar. You’re investing time and money into creating blogs, videos, and campaigns, but are they actually moving the needle?
In this episode of Endless Customers, I sat down with Jason Azocar, Founder and CEO of HubSearch, live at IMPACT Live in Chicago, where we dove deep into what it really takes to turn content into measurable business growth. We also explore why data, strategy, and tech are key to making it happen.
Jason brought a no-nonsense perspective backed by years of experience helping companies build high-performing marketing teams. No fluff. No theory. Just the practical realities of what works and what doesn’t in content marketing today.
We unpacked:
- Why content won’t drive growth without data and strategy. Content only becomes powerful when it aligns with real audience insights and clear goals.
- How the content manager role has evolved, and the essential skills businesses need today. Content professionals must blend creativity, data knowledge, and tech skills.
- Why tech and tools like HubSpot are essential, not optional. A strong tech stack helps deploy, track, and optimize content effectively.
- How AI is shifting the landscape and how leading companies are adapting. AI can sharpen your strategy and save time when used wisely.
If you’ve ever wondered why your content isn’t converting or how to stay competitive in a crowded market, this conversation is a must-listen.
Let’s dive in.
The evolving role of the content manager
Jason started by pointing out something I’ve seen play out with so many of our clients. The content manager role has transformed in ways that may have caught some businesses by surprise. It used to be simple. Write blogs, maybe manage social media, and call it a day. But as Jason put it, “Understanding how to produce content is just step one of the journey. You have to be able to take the content and report back to your leadership team on whether it was effective. If so, yes, and here’s why. If not, here are the insights we gained and how we can do better next time.”
That one quote says it all. Today’s content managers need to be part analyst, part strategist, part technologist, and yes, still a great creator. They’re expected to interpret data, identify what’s working (or not), and continually refine their approach. They also need to master tools like HubSpot, CRMs, and analytics platforms to make sure every piece of content is not only seen but also measured and optimized.
Jason noted that titles don’t often reflect this evolution. Whether your team calls this person a content manager, digital marketing manager, or something else entirely, what matters is the capability. This role now sits at the crossroads of creativity and business intelligence, and that blend is exactly what drives results.
We see it all the time. Businesses that invest in training their content managers to be both creative and data-driven grow faster and more sustainably. It’s no longer enough to just hit publish. You need someone who can steer the strategy, track performance, and pivot when needed. That combination is what produces meaningful outcomes.
Why job titles in content marketing no longer reflect true roles
One of my favorite moments in the conversation came when Jason said, “A content manager can also be a content creator, digital marketing manager, or even marketing manager. The words start to meld into each other.” And he’s absolutely right.
We’ve seen this repeatedly across businesses. Marketing job titles have become vague and inconsistent. You might meet a marketing coordinator who’s managing strategy, video production, distribution, and analytics. Or a digital content lead who’s effectively leading your growth strategy.
What truly matters is whether the person is producing results.
At IMPACT, we talk a lot about hiring for outcomes, not roles. That means looking beyond the title to understand what the business truly needs and whether the person in the seat can deliver.
- Can they create content that answers real buyer questions?
- Can they integrate that content into a CRM like HubSpot?
- Can they pull insights from performance data and make smart adjustments?
That’s the kind of person who keeps the flywheel turning. Whether you call them a content manager or something else, the goal is to find someone who can think strategically, create effectively, and operate in a tech-enabled, data-informed landscape. That blend of skills is where the real value lies.
Why data and tech are non-negotiable for content marketing success
We dug into why data is so important, and Jason nailed it: “The only way you’re going to stand out is if you have a really deep, nuanced understanding of your audience.” That means knowing who you’re targeting, why they care, and what will move them to act. Data is the roadmap.
And tech? That’s your vehicle. Whether you’re using HubSpot, another CRM, or a whole mix of tools, your ability to deploy content strategically and track its performance is everything. Jason put it bluntly: “You can’t just be a creative. You have to think through what tools you’re going to use to deploy this content in the right way, to hit the right audience, and to measure the effectiveness of your campaign.”
The message here is simple. Content without strategy and tech is like a car without an engine. It might look nice, but it’s not going anywhere.
This shift is hard to overlook. Too often, companies focus on producing polished videos or beautifully crafted blog posts without asking the most important question: “Did it work?” Jason emphasized that being a great content manager today means owning the entire cycle, from ideation to execution to performance review. Without that follow-through, it’s just guesswork.
We also discussed how platforms like HubSpot have changed how teams operate. Instead of relying on gut feelings, teams can now track how each piece of content performs, who’s engaging with it, and where those prospects sit in the buying journey. It’s a meaningful shift.
Jason summed it up, “Every leadership team is thinking, ‘How do I leverage tech and AI to make my business more efficient?’ If you can be the person who answers that question, your value skyrockets.”
Data and tech form the backbone of modern marketing. The companies that embrace this are the ones pulling ahead.
How AI is transforming content marketing
We couldn’t talk about content and tech without diving into the topic that’s on everyone’s mind right now: AI. Jason put it perfectly, and it’s something we’ve been reinforcing with clients across the board: “The only way you should be threatened by AI is if you ignore it.”
AI isn’t here to replace you. It’s here to make your job easier and, frankly, more impactful. Think of AI as your assistant who never sleeps. It can help you ideate faster, automate tedious tasks like tagging content or updating workflows, and even surface insights that might take you hours (or days) to find on your own. Jason shared that he uses AI tools like GPT all day long as a brainstorming partner.
That kind of adoption gives companies a sharp edge.
But here’s the caveat. AI can’t replace your understanding of your brand, your audience, or your strategy. If anything, it makes having a rock-solid foundation in those areas even more important. AI will give you answers, but only if you ask the right questions and you’ve set clear goals for what success looks like.
We also hit on the idea that AI adoption needs to be championed internally. Jason stressed that content managers, marketers, and rev ops folks have to be the ones to bring these tools into the business and show leadership how they can make a real difference. “If you don’t,” he warned, “someone else will—and that’s when your role becomes risky.”
AI is here to stay. Embrace it, experiment with it, and figure out how it can amplify what you're already doing well. Companies that lean in are going to move faster, operate smarter, and see better results. The ones that hesitate? Well, let’s just say they’ll have a harder road ahead.
What happens when you get it right
Jason shared a standout example from his own company, HubSearch, that really brought all these lessons to life.
In the early days, they fell into a trap we see far too often. They were publishing content just to check the box. Blogs, social posts, updates, but there wasn’t a clear strategy. And, unsurprisingly, the results were… underwhelming.
The turning point came when they shifted focus to something their audience craved: Transparent and actionable data. This is where they launched the HubSpot Salary Guide. Instead of guessing what people might want to read, they leaned into the conversations they were already having every day with clients and candidates—conversations about pay rates, job market trends, and compensation benchmarks in the HubSpot ecosystem.
The guide became an instant hit, racking up thousands of downloads in just the first few days. “We stumbled into a thing that our audience genuinely cared about,” Jason said. And here’s the thing, it wasn’t luck. It was a smart pivot to content that delivers real value and answers real questions. You can bet that guide didn’t just generate leads; it sparked trust and positioned HubSearch as a go-to resource in their space.
This is what happens when content aligns with audience insight and is distributed thoughtfully. You stop shouting into the void and start becoming the brand people turn to when they need answers. It's a reminder that when your content resonates, the results speak for themselves.
Making content work as a system
So what should business leaders and content managers take away from this conversation?
For me, it all boils down to one simple but powerful truth: Content, data, strategy, and tech must work together as a unified system for growth.
If you’re still thinking of these as separate silos, it’s time to shift that mindset. Jason put it best when he said, “The deploy, track, report component is absolutely critical to the role.” Creating content is just step one. The real power comes from seeing that content through its entire life cycle—getting it in front of the right audience, measuring its impact, learning from the results, and then using those insights to make your next move even smarter.
That’s how sustainable growth happens.
And above all, people make the difference. A strong strategy and great tools won't get far without skilled, thoughtful people executing them.
Jason made this point clearly, and we believe it deeply at IMPACT. That’s why we focus on helping teams not just build a plan, but own it with confidence.
Whether you’re a business owner ready to grow or a marketer ready to lead, remember: Content is just the beginning. Growth comes from the synergy between creativity, data, strategy, and tech, powered by capable people who bring it all to life.
Your next steps? Dive deeper into "Hiring a Content Manager? Here's What You Can't Afford to Overlook" to ensure you have the right person in place to fuel your strategy.
Connect with Jason Azocar
Jason Azocar is the Founder and CEO of HubSearch, a talent recruitment firm specializing in the HubSpot ecosystem. Before founding HubSearch, Jason spent several years at HubSpot, where he developed a deep understanding of the inbound methodology and the fast-evolving needs of modern marketing and sales teams. Drawing on that experience, he launched HubSearch to connect companies with top-tier HubSpot professionals. Under his leadership, HubSearch has grown into a trusted partner for businesses looking to scale with the right people in the right roles.
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Connect with Jason on LinkedIn
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
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