Andy Crestodina: THIS is How You Run a B2B Content Program in 2026
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Andy Crestodina: THIS is How You Run a B2B Content Program in 2026
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⚡️ High-Converting Websites Visual Swipe File:
https://www.mmgdesign.net/visualswipefile
Andy Crestodina (Orbit Media Studios) breaks down how he built a 53-person agency with an inbound engine that drives millions of visits a year without buying ads. We dig into the real difference between brand content and performance content, and where to start if you want content to drive revenue. Andy also shares his standards for quality, why collaboration makes content better, and how he’s testing AI to audit pages and user journeys. If you care about high-performing B2B websites, this one is a masterclass.
Key takeaways
- Why most people should start with bottom-of-funnel content
- How to keep quality high without killing cadence
- The “fix the mousetrap” rule for your website pages
- How collaborative content grows reach and improves results
- How Andy is using AI personas, page audits, and path audits
Timestamps
00:00 - Intro + why this episode matters
02:05 - How Orbit started (and what he learned first)
02:53 - 53 people, 3.5M visitors, and zero ads
03:40 - How Andy keeps quality high with consistent cadence
06:11 - “Conversations lead to content” (his real workflow)
09:51 - Brand marketing vs performance marketing
11:46 - “Fix the mousetrap, then make the cheese”
15:26 - How to do collaboration outreach (even when you’re small)
20:48 - The back button rule (write for one person)
31:10 - His rule: never teach what you haven’t tested
33:46 - New experiment: an AI “path auditor”
36:48 - Why small firms may win in the AI era
41:40 - NotebookLM as a client/project intelligence layer
44:48 - How he wants to be remembered (team, family, usefulness)
47:02 - Where to connect with Andy
Resources Mentioned
- Andy Crestodina on LinkedIn: https://www.linkedin.com/in/andycrestodina/
- Orbit Media Studios: https://www.orbitmedia.com/
- Content Chemistry (book): https://www.orbitmedia.com/about/content-chemistry/
- Sample article: https://www.linkedin.com/pulse/prompt-reverse-engineering-ai-lead-deconstructed-9-steps-crestodina-rgxyc/
Connect with Marketing by Design
Host: Andy Milligan – https://www.linkedin.com/in/mmgdesign/
Website: https://www.mmgdesign.net/
Production by MMG Design: https://www.mmgdesign.net/