Jason Small works in content marketing and communications strategy, sharing ideas on evergreen content, repurposing, earned and owned media, and storytelling as audiences discover content through AI.
Most useful for practical evergreen content repurposing and AI-era storytelling ideas for content marketers.
Best for
A thought-leadership webinar on evergreen repurposing and AI-era storytelling.
Not for
A standard sponsored package with guaranteed reach, targeting, and a published rate card.
Key takeaways
Keep the enduring subject, but shift the perspective when repurposing content.
Pair earned media with owned content to improve AI-era findability.
AI changes discovery, but storytelling still carries trust.
Check first: Confirm scope, deliverables, terms, engagement figures, and audience details before contacting them.
Main ideas
Repurpose by changing the perspective, not the content · Pair earned media with owned content to improve AI-era findability · AI changes discovery, but storytelling still carries trust
Jason Small works in content marketing and communications strategy.
Their posts connect evergreen content, audience trust, and changing search behavior.
One offers a practical repurposing principle: keep the enduring subject, but shift the perspective.
They illustrate it with audience questions from Verizon content work, including when a child is ready for a smartphone and whether 5G means a household still needs WiFi.
Other posts argue that owned content can add context to earned media as generative AI changes discovery, while storytelling remains important.
Follow their work for examples of how to find durable audience questions and think about content across channels.
Ask for details about their conference talks.
Jason Small turns broad content-strategy ideas into a durable audience question.
Rather than simply republishing an old piece, they revisit a timeless subject from a fresh perspective.
The Verizon examples make that approach concrete, showing readers how to spot a repurposing opportunity in their own work.
They also frame AI-era discovery as a reason to connect earned coverage with useful, consistent owned content—not as a substitute for storytelling.
That combination of audience-led angles and attention to how content travels makes the posts useful to content marketers.
The sample is limited: one post states the repurposing method, while the AI and storytelling posts offer strategic framing rather than a detailed process.
Ask for examples of their signature books, shows, or earlier work to understand what they are best known for.
Jason Small's recurring ideas focus on making existing content work harder: find the durable audience question behind a subject, shift the perspective used to tell that story, pair earned media with owned content that adds context and continuity, and keep storytelling central as AI changes how audiences discover and trust information.
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Content Marketing World is a priority platform for presenting and advancing those ideas.
Repurpose by changing the perspective, not the content
Jason Small argues that repurposing does not require rewriting a subject from scratch.
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Research and audience engagement can reveal an enduring question, then the content shifts its angle. The method keeps a subject fresh while preserving what already works.
In a post ahead of Content Marketing World, Jason Small describes Verizon's Parenting in a Digital World work, built around the enduring question, 'When is my child ready for a smartphone?', and 5G work, built around 'If I have 5G, do I still need WiFi?' The focus, the post says, is shifting perspective on timeless subjects rather than altering the content itself.
Pair earned media with owned content to improve AI-era findability
Jason Small argues that earned media is stronger when paired with owned content that adds context, clarity, and continuity.
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They tie that combination to impact and findability as audiences use generative AI engines, and point to Content Marketing Institute research about fewer, higher-quality stories designed to travel across channels. In this view, trust grows through direct, consistent storytelling.
The post frames future communications results as the intersection of being in the news and showing up for audiences every day. It says earned media can be paired with owned content to increase impact and findability as generative AI engines reshape search, and references recent CMI research on the shift toward fewer, higher-quality stories.
AI changes discovery, but storytelling still carries trust
Jason Small treats AI as a change in how audiences discover, trust, and engage with content—not as a replacement for storytelling.
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The priority is to keep narrative at the center while adapting to new discovery mechanics. Ask for specific AI tactics; the post asserts the balance but does not explain how to achieve it.
Jason Small describes presenting to a standing-room-only crowd at Content Marketing World and says they distilled the takeaways after attending sessions and networking with speakers and professionals.
The post names the theme and many attendees.
It extends the evergreen-repurposing argument: durable questions and consistent storytelling matter more as discovery shifts.
The AI-era posts extend the earlier repurposing method, applying its emphasis on durable stories and consistent audience presence to a changing discovery environment.
Use industry events to share strategy and push it forward
Jason Small prioritizes public sharing and industry conversation.
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Content Marketing World serves as a platform to present ideas, meet peers, and encourage attendees to move their strategy forward. Ask for details on the session's substance.
A separate post announces Jason Small's place in the Content Marketing World 2025 speaker lineup, says the session will share ideas to break through the noise and move strategy forward, and includes a registration code and event hashtags.
Answers 'How does Jason Small approach evergreen content repurposing?' Start here for a clear method and specific examples.
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Ahead of Content Marketing World, Jason Small describes repurposing as shifting the perspective on timeless subjects rather than changing the content itself. The post gives two Verizon examples: Parenting in a Digital World, built around the enduring question 'When is my child ready for a smartphone?', and 5G work, built around 'If I have 5G, do I still need WiFi?' It also names collaborators across the content efforts.
For brands planning a campaign
This is the clearest method described here.
Use it as the teaching spine for a webinar on evergreen repurposing: identify the enduring audience question, then show how a new angle renews the subject.
The Verizon examples provide ready-made before-and-after material.
Answers how Jason Small connects earned media, owned content, and generative AI discovery.
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Read it for their strategic frame on AI-era findability.
Jason Small argues that earned media can work alongside owned content that adds context, clarity, and continuity, improving impact and findability in generative AI engines.
The post points to Content Marketing Institute research on fewer, higher-quality stories designed to travel across channels.
It says audience trust grows through direct, consistent storytelling and frames the future of communications results as the intersection of being in the news and being present for audiences every day.
For brands planning a campaign
Offers a sharp AI-search angle for a webinar: earned coverage alone is not the plan; owned content should extend and contextualize it.
Ask Jason Small to translate the CMI research into a practical approach to press coverage and owned distribution.
Request the research itself if it is needed for the session.
Answers why Jason Small treats AI as a discovery shift rather than a replacement for storytelling.
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Read it for the theme and speaking context, not a detailed method.
Jason Small writes that AI is changing how audiences discover, trust, and engage, while storytelling remains timeless.
The post records a standing-room-only presentation at Content Marketing World and says they distilled takeaways after attending sessions and networking.
Ask for those takeaways; the post names people and states the theme but does not list them.
For brands planning a campaign
Useful for a webinar on AI-era storytelling: Jason Small addresses the tension between new discovery mechanics and timeless narrative. Ask for the actual takeaways or a new outline; the post alone does not supply the talk's substance.
Answers what public event Jason Small was attached to.
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Read it for credential context, not a content method.
Jason Small announces they are part of the Content Marketing World 2025 speaker lineup and says the session will share ideas to break through the noise and move strategy forward.
The post includes a registration code and event hashtags.
Ask for a session description to assess its content.
For brands planning a campaign
Confirms a Content Marketing World speaking credential that can support a webinar pitch. Use it as evidence of the credential, not of what Jason Small teaches or how the session performed.
Repurpose evergreen ideas by changing the perspective
Jason Small argues that repurposing does not have to mean changing the content itself.
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Research and audience engagement can reveal a durable question that gives an existing subject a fresh angle. Their examples are parents asking when a child is ready for a smartphone and consumers asking whether 5G means they still need Wi-Fi.
Start with research and audience engagement, identify an enduring question, and shift the perspective used to tell the story.
For brands planning a campaign
A brand with useful existing content could build a webinar around one persistent audience question, then adapt that question-led story for other channels. The examples show a concrete way to choose an angle; ask for performance results before assessing impact.
Small says earned media can work alongside owned content that adds context, clarity, and continuity.
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They link this approach to findability as audiences encounter content through generative AI, and argue that fewer, higher-quality stories and consistent direct storytelling can help build trust.
For brands planning a campaign
A thought leadership webinar could show how a company turns a news moment into a sustained owned-content story, rather than treating press coverage as a standalone result. Ask for campaign results before assessing the approach's impact.
Small describes AI as changing how audiences discover, trust, and engage with content while maintaining that storytelling remains important.
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A separate post says they presented related takeaways at Content Marketing World.
For brands planning a campaign
This is a relevant theme for a webinar on AI-era content strategy. Build the session around the tension between changing discovery pathways and the continuing role of storytelling, but obtain the actual presentation material before attributing specific AI tactics to Small.
Small’s posts cite Content Marketing Institute research on fewer, higher-quality stories and refer to their Content Marketing World speaking appearance.
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Their 2025 speaker announcement includes a discount code; ask whether it is tied to an affiliate arrangement or sponsorship.
Jason Small's work centers on three connected themes: repurposing evergreen subjects by changing the audience question, pairing earned media with owned storytelling, and keeping narrative central as AI changes discovery.
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The Verizon parenting and 5G examples illustrate the repurposing method; the earned-plus-owned post applies those ideas to communications strategy.
The Content Marketing World posts show the conference-facing side of the same themes.
For adjacent reading, Lee Odden covers B2B influencer and thought-leadership strategy with original research, while Jane Frankland MBE writes about AI-era accountability and cybersecurity leadership.
Lee Odden works in the same B2B content and thought-leadership space Jason Small addresses: how credible voices, original research, and content strategy help brands stand out across search and social.
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Both have a Content Marketing World speaking connection and write about influencer and content programs as part of a larger strategy.
Lee Odden's posts focus on B2B influencer marketing, original research with Ascend2, and influencer programs across the customer lifecycle. Jason Small's posts cover repurposing owned content, pairing earned media with owned storytelling, and a brand-side content example from Verizon.
Jane Frankland MBE uses conference notes and LinkedIn posts to explain how AI is changing professional practice, trust, and accountability.
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Both write for senior practitioners and use events to compare notes and test ideas.
Jane Frankland MBE writes about cybersecurity, risk, and governance leadership, including AI agents, assurance, and CISO concerns. Jason Small's posts cover content marketing, repurposing, and audience discovery.
Jason Small's LinkedIn profile showed 6,111 followers on 8 October 2026.
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The posts report no impressions or engagement rates, and publish no platform demographics or audience survey.
The count shows the size of the following, not whether it includes the job titles, seniority, industries or locations a campaign needs.
For a webinar on evergreen content repurposing and AI-era storytelling, the audience size suggests registrations would need to come mainly from the agency's own promotion, with their following as a secondary pool.
Their posts cover evergreen content framing (the recurring "when is my child ready for a smartphone?" and "if I have 5G, do I still need WiFi?" examples), pairing earned media with owned content for discovery in generative-AI search, and storytelling's value as AI changes how audiences find and trust content.
Two posts are from Content Marketing World 2025, where they presented, including in a standing-room-only session—evidence that the work circulates in a practitioner content-marketing setting.
Before booking, ask for recent post-level engagement figures on evergreen repurposing or AI and discovery, plus an audience survey or other documented source covering job role, seniority, industry and country.
LinkedIn followers
6,111
LinkedIn profile account record (linkedin.com/in/profilejasonsmall), the same profile that published the reviewed posts · 2026-10-08
Four LinkedIn posts from August–December 2025 describe Jason Small's content strategy work and speaking appearances at Content Marketing World, but none outlines sponsorship formats, rates, deliverables or operational requirements, or links to a partnership or inquiry page.
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A brand planning a sponsored webinar or thought leadership engagement with them should expect to negotiate scope, deliverables and terms directly; there is no published package to plan against.
Best for a campaign featuring a thought-leadership webinar on evergreen content repurposing and AI-era storytelling.
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Jason Small fits because the posts show a specific teaching idea rather than a generic content-marketing theme.
Their strongest method is to keep a timeless subject and shift the perspective: start with research and audience engagement, identify an enduring audience question, then renew the same material around that question.
The post gives two concrete examples from Verizon work — 'When is my child ready for a smartphone?' for Parenting in a Digital World and 'If I have 5G, do I still need WiFi?' for 5G.
That is a ready-made spine for a practical session.
The AI-era angle is also present.
Small argues that earned media should be paired with owned content that adds context, clarity, and continuity, and ties that to findability in generative AI engines.
The same post points to Content Marketing Institute research on fewer, higher-quality stories that travel across channels and to direct, consistent storytelling as a trust builder.
A separate post states that AI changes how audiences discover, trust, and engage while storytelling remains timeless.
Together, these give a coherent point of view for a thought-leadership webinar: what changes is discovery and distribution; what remains is the narrative discipline.
The speaking credential supports the format.
Small announced a Content Marketing World 2025 speaker slot, and another post records a standing-room-only presentation there.
Before booking, request the Content Marketing World outline or slides, the specific takeaways mentioned in the AI post, and the referenced CMI research.
Also request recent post-level engagement on evergreen repurposing or AI discovery; the only audience figure here is 6,111 LinkedIn followers.
Decision: proceed to a paid or unpaid educational webinar conversation if the agency can supply its own registration audience and work from a pre-event outline call.
Do not treat the existing posts as a finished talk.
When to choose a specialist
Poor fit for a brief that requires a standard sponsored package with guaranteed reach, demographic targeting, and a published rate card — for example, a B2B SaaS company asking for a paid LinkedIn takeover plus a conversion webinar with pipeline commitments.
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The commercial details are the blocker.
The partnership section documents no sponsorship formats, rates, deliverables, inquiry URL, or media kit.
The posts name employers, event collaborators, and colleagues, but do not disclose paid partnerships.
A buyer cannot plan against a package that has not been published.
The audience details are thin for a performance guarantee.
The only measured figure is 6,111 LinkedIn followers, reported on 8 October 2026.
The posts report no impressions, engagement rates, click data, registration history, or audience survey.
Job titles, seniority, industries, and countries are not available, so a campaign that needs to target a defined buying committee cannot be matched from what is here.
The follower count also makes it risky to assume their own audience would carry registrations or pipeline; the sponsor would need to bring its own demand.
Reject a hard conversion campaign measured by demo requests, qualified pipeline, or a fixed cost per lead based on the information in the posts.
If the sponsor can reframe the work as an expert thought-leadership session with separately negotiated terms, no promised reach, and its own promotion engine, Small may still be worth a conversation — but that is a different need.
A worked campaign example
Worked campaign angle for the agency brief: 'The Evergreen Question — Repurposing Without Rewriting for AI-Era Discovery.'
Format: a 45-minute thought-leadership webinar plus a one-page worksheet the agency can send afterward. Position Jason Small as the practitioner who brings a repeatable method and a clear view of how AI changes discovery.
Opening (5 min): Start with the tension.
AI is changing how audiences discover, trust, and engage with content, but storytelling remains timeless.
Use the standing-room-only Content Marketing World context as the credibility cue, not as the substance.
Teaching block 1 (10 min): The method.
Repurposing does not have to mean altering the content.
Start with research and audience engagement; identify one enduring question; then shift the perspective on the timeless subject.
Show the two Verizon-linked examples: 'When is my child ready for a smartphone?' for Parenting in a Digital World and 'If I have 5G, do I still need WiFi?' for 5G.
For each, explain what changed — the angle and the frame — and what did not — the core subject.
Teaching block 2 (10 min): Earned plus owned.
Cover how earned media can be paired with owned content that adds context, clarity, and continuity.
Connect it to generative-AI findability and to the Content Marketing Institute research cited in the post: fewer, higher-quality stories designed to travel across channels.
Make the operational point: a news hit is not the end of the campaign; the owned story is where the context and continuity live.
Teaching block 3 (10 min): Trust through consistency.
Audience trust is built through direct, consistent storytelling.
This is the counterweight to AI-driven discovery: the mechanics change, the need for a recognizable narrative does not.
Keep this practical by tying it to a publishing cadence the agency can actually run.
Worksheet (5 min): Ask attendees to bring one existing asset and one recurring audience question.
In the worksheet, they write the enduring question, the old angle, the new angle, and the first owned-content adaptation.
The output should be a usable brief for a newsletter, a LinkedIn post, or an AI-answer-ready explainer.
Close (5 min): Offer a content-repurposing sprint to the agency's clients.
The webinar's reach depends mainly on the agency's promotion.
Before the event, get the Content Marketing World talk outline or slides, the AI-post takeaways, the CMI research, recent engagement figures on relevant posts, and any decision about whether Small offers a formal partnership or inquiry route.
Choose Lee Odden when the campaign shifts from repurposing an existing asset to designing a B2B influencer programme around one.
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Two posts map influencer types to buyer stages: famous 'brandividuals' for top-of-funnel awareness, practitioners and subject-matter experts for engagement and consideration, and customers telling challenge-and-solution stories for decision-making.
They also argue that influencer success depends on a content strategy that names the topics the brand wants to be influential about.
Odden brings proprietary survey findings: LinkedIn posts say TopRank Marketing has surveyed thousands of B2B marketers since 2020, that finding the right influencers has ranked as a top challenge in every report, and that a study with Ascend2 covered nearly 800 B2B marketers.
For an agency that wants a research-backed session with a framework and a published report behind it, that is a stronger starting point than a single repurposing method.
The campaign decision changes, not just the name.
A webinar with Lee Odden is about programme design, original research inputs and full-funnel content experiences across channels including AI search and the customer lifecycle.
The agency gives up the specific evergreen-repurposing method and two Verizon examples that make Jason Small's approach concrete in about ten minutes.
Odden's posts also point to gated and ungated research assets that would have to be sourced and cleared before the agency could build a worksheet or handout, and the session would need Debbie Friez or another team member's involvement for the influencer-marketing side.
Odden's Content Marketing World history—a 16th consecutive year of presenting, announced in the October 2026 post—is a speaking credential, not a substitute for the agency's own preparation.
Choose Jane Frankland when the audience is cybersecurity, risk and IT leadership, and the deliverable is event-based reporting rather than a method session.
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The two posts are filed from the Gartner Security & Risk Management Summit in London: notes across roughly 2,500 attendees and hundreds of sessions, closed-door roundtable feedback from CISOs, panel participation on cybersecurity leadership and accountability in the agentic AI era, and interviews with a vendor and a practitioner about continuous versus point-in-time assurance.
One post carries an advertising disclosure, showing a working model for sponsored event content.
If the agency's client sells to security buyers, this is a direct line to the conversations those buyers are already having.
The posts do not show evergreen repurposing or AI-era content discovery as a taught method, so the agency would have to supply the webinar spine for a session on evergreen repurposing and AI-era storytelling that Jason Small could otherwise bring.
Using Jane Frankland means changing the buyer audience as well as the speaker: the campaign would now focus on reaching CISOs and risk leaders.
The agency would need to verify current sponsorship terms, availability and how the sponsored segments are structured.
The named credential and event access are real advantages, but do not replace the repurposing and storytelling substance the webinar was built around.
Choose Chuck Moran when the campaign is about recruitment and talent acquisition, not content marketing.
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The posts show a practical teaching offer: two sessions of a training called 'Revolutionizing Fire and EMS Recruitment: Harnessing the Power of Smartphone Video' at a Virginia fire and rescue conference, plus a programme description built around the pressure of roughly 1.6 open jobs per candidate, competition from tech employers, and the promise that departments can produce recruiting videos with a smartphone and a pair of earbuds. For a fire, EMS or similarly operational employer that needs to fill positions, the task, examples and promised output all line up.
This is effectively a different buyer task, so the alternative only makes sense if the agency is willing to abandon the evergreen-repurposing and AI-era storytelling webinar and run a recruitment-video session instead. The two posts date from July 2023 and February 2024; ask for an update on current focus and offers before proceeding.
Jason Small's four LinkedIn posts here cover evergreen content repurposing, pairing earned media with owned content as generative AI changes search, AI-era storytelling, and a Content Marketing World 2025 speaking appearance.
The similar-creator section compares subject matter with adjacent creator posts by Lee Odden and Jane Frankland MBE.
The LinkedIn follower count is dated 8 October 2026.
This profile is a limited sample, not a lifetime account of Jason Small's work.
Jason Small's posts here do not provide the Content Marketing World talk content, the Content Marketing Institute research cited in one post, post-level engagement data, audience demographics, or partnership terms, so claims that depend on them are left out.
