"Bold moves get bold results," says JH Scherck, founder & CEO of Growth Plays
In this episode of The Content Cocktail Hour, JH Scherck, founder & CEO of Growth Plays, joins Jonathan Gandolf to break down what it really takes to win with content in today's fragmented, AI-driven search landscape. JH unpacks why traditional SEO still matters-but only if it's tied to real pipeline-and shares his candid take on how most companies are playing it too safe. From AI-powered discovery to the value of earned media and coined frameworks, he offers a clear-eyed perspective on what's changing (and what's not) in B2B content strategy. If you're tired of surface-level tactics and ready to create content that actually drives results, this one's for you.
In this episode, you'll learn:
Why SEO still works-if you focus on pipeline
How AI is reshaping search behavior and discovery
Why bold, creative risks outperform safe plays in marketing
Resources:
Connect with Jonathan Gandolf on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Explore AudiencePlus: https://audienceplus.com
Connect with JH Scherck on LinkedIn: https://www.linkedin.com/in/jhtscherck/
Connect with JH Scherck on X: https://x.com/jhtscherck
Visit Growth Plays: https://growthplays.com/
Timestamps:
(00:00) Intro
(01:09) Meet JH Scherck and Growth Plays
(02:18) Drinking Dominus and California wine habits
(03:06) Is SEO dead? Why it's evolving, not obsolete
(05:18) Fragmented search, new discovery behaviors
(06:47) Search as an introduction, not the whole journey
(07:44) Differentiation and finding your point of leverage
(08:51) Why pipeline matters more than traffic
(10:38) Content's role in qualified lead generation
(12:58) How AI and GEO are influencing visibility
(14:56) What earns citations in generative engines
(15:27) Coining phrases over chasing keywords
(16:51) Why no one has GEO figured out-yet
(18:36) Personalization, prompts, and user context in AI
(20:11) JH's unpopular opinion: Play it safe, stay stuck
(21:29) Career-defining content risks that paid off
(22:41) Playing it safe won't get you promoted
(23:16) How to connect with JH and Growth Plays
