From Rising Star to Marketer of the Year Nominee: Penny Warnock on Building Content That Actually Works

In this episode of the Nobel Podcast, we sit down with Penny Warnock, Content and Brand Lead at Contentoo and a Top 3 finalist for Marketer of the Year at this year’s SaaS Awards, to unpack how a two-person content team drove record inbound leads without ever chasing inbound as a goal. From measuring success beyond the dashboard to why AI will never replace storytelling, this episode is packed with practical insights for anyone building content and brand in B2B.

What you’ll learn in this episode: Why Contentoo’s inbound strategy isn’t really a strategy for inbound at all How Penny measures success through qualitative feedback, not just dashboards Why freedom from rigid KPIs actually produces better creative work The three content pillars behind Contentoo’s marketing strategy The real difference between thought leadership and employee advocacy Why Penny believes AI will never replace authentic storytelling Her advice for any founder or marketer building a content strategy from scratch What she’d tell someone just starting out in B2B content marketing Why visibility inside your own company matters as much as the content itself

Key takeaway: Good content doesn’t come from chasing KPIs or trends, it comes from freedom to be creative, genuine curiosity about your audience, and making sure the people around you actually know the value of the work you’re doing.