Is your marketing truly audience-first - or just going through the motions?

Kaylee Peterson, Director of SEO at Compose.ly, returns to the show with a soapbox moment about the realities of working with SEO agencies, what clients should expect from partners, and why education and transparency matter more than ever. We're also joined by Adam Robles, co-founder of Reach Agency, to talk about community building, client trust, and how to guide audiences from awareness to advocacy, especially when budgets are tight and expectations are high.

In this episode, you'll learn:
-The Community Equation: What separates performative from powerful community-building
-SEO Accountability: How to spot red flags - and what true collaboration should look like
-Content That Converts: Why understanding the full customer journey is the new marketing baseline

Things to listen for:(00:00) Welcome to the show
(00:56) Kaylee discusses SEO agency challenges
(02:41) The importance of educational SEO partners
(07:04) Adam Robles introduces Reach Agency
(10:35) Balancing structure with creativity in marketing
(12:43) Developing and engaging an online community
(16:04) Addressing client objections to community interaction
(17:38) Transition from sales to agency life
(19:38) Common faux pas in community development
(21:02) Using Reddit for B2B community building
(23:17)  Navigating social media challenge
(24:44) Fitting social ads into the customer journey
(31:04)  The importance of customer journey ownership
(38:36) Friends Matter: UserEvidence's 2025 CMA Technology Landscape Report

Resources:
Connect with Adam: https://linkedin.com/in/adamrrobles/
Learn more about Reach Agency: https://reachagency.ca/
Connect with Nicole: https://linkedin.com/in/nicolemmaclean/
More from Compose.ly: https://compose.ly/content-matters
Submit Your Own Friends Matter Story: compose.ly/friends-matter
And from this episode, shoutout to our friends at UserEvidence for launching the 2025 CMA Technology Landscape Report: https://userevidence.com/2025-customer-marketing-tech-landscape-report/
Produced in partnership with Share Your Genius: https://shareyourgenius.com/
Learn more about our sponsor, Clutch, here: https://clutch.co/