B2B Content Strategist

What happens when you transform a “ticket-taker” content team into strategic partners that fuel both brand and demand? Amy Higgins, Director of Content Strategy at Cloudflare, has done just that. In this episode, host Amy Woods sits down with Amy, an award-winning marketing leader highly regarded for extensive experience building and developing top integrated marketing teams, including content, campaign, SEO, customer, community, influencer, and social.  At Cloudflare, she leads the content and video team, producing everything from thought leadership blogs to Cloudflare TV, and driving 180+ content assets per quarter. In this episode, Amy shares: How she restructured Cloudflare’s content team from a reactive service desk into pods that operate like mini marketing teams Why proprietary data and research reports are her favorite content assets for repurposing and how a single survey fuels over 200 assets across channels and regions The lessons she learned from a vertical marketing campaign that generated sky-high MQLs but flat SQLs (and how sales enablement fixed it) Why “content by committee” kills performance and the bold move that quadrupled results Her strong stance on AI in marketing: why it should never touch thought leadership, but how it can help with derivative content ...and so much more! Whether you’re building a content team from scratch, figuring out the right in-house/agency mix, or looking for smarter ways to repurpose content at scale, Amy’s insights will help you with your B2B content marketing strategy. Important Links & Mentions Amy Higgins on LinkedIn https://www.linkedin.com/in/amywhiggins/ Cloudflare: https://www.cloudflare.com/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/  B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/ 

What if your marketing team could do everything on their pipeline, without sacrificing quality? That’s exactly what Kostas Zachoudanis, Director of Marketing, is building at Ultimate Group – he’s leading an AI-first, insight-led marketing operation for six global events.In this episode, he shares how he connects marketing and content into one powerhouse function, repurposes event content into high-value assets, and leads a team that blends speed, authority, and the human touch.Kostas oversees a team of eight marketers plus the conference content team. With 16 years’ experience in global events and B2B marketing, he’s led teams across Asia, UAE, Africa, Latin America, and Europe - and has pioneered approaches to content strategy, in-house capability building, and AI adoption that accelerate results without losing creativity.Find out:Why benefit-led, insight-rich content builds authority faster than slogansHow to turn events into a year-round content engineHow to break down silos between events, media, and marketingWhy he treats AI as another member of the teamThe moment a team member told him, “AI makes me feel redundant” - and how he respondedWhy over-reliance on AI can be as dangerous as ignoring itThe safeguards he uses to avoid AI copyright and IP pitfallsImportant Links & MentionsKostas Zachoudanis on LinkedIn https://www.linkedin.com/in/konstantinos-zachoudanis/Ultimate Group on LinkedIn https://www.linkedin.com/company/theultimategroup/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

What happens when your marketing is so effective, the sales team begs you to slow down the leads? Jason Widup knows, because it happened to him. In this episode, he breaks down how he built a high-performing marketing team at a $70M ARR company, pioneered incentivized LinkedIn ads, and created a content-first approach that earns trust before any conversations begin.Jason Widup is the Senior Vice President of Marketing at Pixis, a well-funded AI startup in the adtech space, leading global strategy across growth, product marketing, operations, and experiences. With over two decades of experience driving growth for B2B technology companies like Tableau, Getty Images, AT&T and Microsoft, Jason has built and scaled successful go-to-market programs through a combination of deep operational expertise and highly-creative marketing strategies.Find out: Why content is the first thing your buyers buy, with their timeThe story behind Jason’s incentivized demo ad campaign that overwhelmed salesHow he built an entire marketing team from the ground up at PixisWhy his content playbook centers around video interviews and conversationsWhat Jason refuses to use AI for (and why creativity still wins)The conversation he had to have with his CFO before joining Pixis Important Links & MentionsJason Widup on LinkedIn: https://www.linkedin.com/in/jasonwidup/Pixis: https://pixis.ai/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

What does it really take to make account-based marketing work at scale? For Jess Larkin, Director of Strategic and Financial Services Marketing at Confluent, it’s about building the right team structure, working closely with sales, and getting creative with content – especially when it comes to repurposing.In this episode, Jess shares how she turns assets created for a broad audience, like whitepapers and webinars, into highly personalized content for key accounts, and why that approach works better than starting from scratch. She also talks about the role of account pods, finding great vendor partners, and how AI is being used (carefully) to support the process.Find out:How to repurpose core assets into one-to-one content for ABMWhat makes a vendor feel like an extension of your teamHow to balance in-house strengths with external supportHow cross-functional account pods support personalized marketingThe limits of AI – and why context still mattersImportant Links & MentionsJess on LinkedIn: https://www.linkedin.com/in/jesslarkin/Confluent: http://confluent.io/Amy on LinkedIn: https://www.linkedin.com/in/amywoods2/ B2B Content Strategist: https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/

Purpose-driven content is one of the most powerful tools in a B2B marketer’s content strategy – especially when repurposing is part of the plan.Michelle Asher, Director of Public Relations and Marketing at LendKey, leads a lean but effective team creating high-impact content. In this episode of B2B Content Strategist, she shares why purpose is the anchor for every piece of content her team produces – from ebooks to newsletters to their 22-minute podcast – and how that clarity drives better content, smarter content repurposing, and more meaningful conversations.We also explore how AI tools like ChatGPT fit into their workflow, the importance of fact-checking, and the role of Canva in speeding up content production without compromising on brand.Find out:How to create purpose-driven content that fuels repurposingTips for repurposing podcast episodes into video, email, and social contentWhat makes an ebook easier to break down into multiple formatsWhy every marketer should fact-check AI-generated contentHow Canva supports faster content production without sacrificing brand consistencyImportant Links & Mentions Michelle on LinkedIn https://www.linkedin.com/in/michelleasherpr/LendKey https://www.lendkey.com/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

What makes content worth repurposing? According to Catherine Censor, Principal and Content Strategist at Cerity Partners, it all comes down to one thing: substance. In this episode, Catherine shares why she’s format-agnostic when it comes to content – and how solid thinking, originality, and clarity are what truly set repurposable content apart.We also explore how she uses AI tools like ChatGPT to repackage ideas, the importance of maintaining quality over quantity, and how her editorial roots continue to influence her B2B approach.Find out:Simple questions to ask before repurposing any content A checklist to evaluate whether your content is useful, unique and has real substanceHow AI tools can support repurposing without replacing original thinkingHow tools like Grammarly can support editorial consistencyWhy the future of B2B content lies in quality and differentiation, not shortcuts and quick winsImportant Links & Mentions Catherine on LinkedIn https://www.linkedin.com/in/catherine-censor/Cerity Partners https://ceritypartners.com/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

What’s the best way to run a lean content team in a fast-growing company? For Myles Carter, Senior Director of Content Marketing at Trolley, it involves wearing many hats, building repeatable systems, and knowing when to call in extra support. In this episode, Myles shares how he’s experimenting with outsourcing, why he sees big content assets like white papers as powerful repurposing tools, and how tools like ChatGPT and Descript have become useful additions to his workflow – helping him refine ideas faster and expand his skill set in areas like video editing.Find out:How to approach outsourcing in a way that complements your in-house teamWhy big, high-effort content is still worth it (when you repurpose it well)How AI tools can support content marketers – without replacing themWhy video editing is easier than ever thanks to tools with AI features like Descript Important Links & Mentions Myles on LinkedIn https://www.linkedin.com/in/mylesdcarter/Trolley http://trolley.com/Expert Interview Miniseries https://player.captivate.fm/collection/e9615e3d-b2fe-4895-9329-11b8cdd449fd/The Ultimate Guide to Planning, Recording & Repurposing Expert Interviews to Fuel Your Entire Content Strategy https://www.content10x.com/324/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

Every piece of content has a story – you just need to know where to look. Our previous awesome client, Camille Trent, now Content Marketing Lead at Auror, joins Amy Woods to talk about how to find the most valuable stories in B2B marketing. She shares how her team is refining Auror’s messaging to communicate complex topics clearly, how she approaches content repurposing in a fast-growing company, and why a simple misheard word led to one of her most memorable marketing campaigns! Find out:How to recognize the story in data, reports, or conversationsWhy defining shared language is critical when marketing complex topicsThe balance between in-house content creation and outsourcing—what works best whereHow Camille’s team approaches content repurposing from trade shows and eventsWhy AI is useful for summarization but still falls short in storytellingImportant Links & Mentions Camille on LinkedIn https://www.linkedin.com/in/camillehansentrent/Auror https://www.auror.co/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

Are you treating content as a commodity or as an opportunity to build real connections? In this episode, host Amy Woods sits down with our awesome client, Megan Eales Monroe, Senior Manager of Marketing Content at AppFolio, to talk about why the most successful B2B brands are changing their focus to experiential and relational content – and how her team is putting this into practice. Megan also shares how repurposing live events, balancing in-house vs outsourced content, and building credibility in a complex industry have helped her team create content that resonates.Find out:How Megan built AppFolio’s content team from a one-person operation to a team of fiveWhy shifting from ‘content as a commodity’ to ‘content as an experience’ will set brands apartHow live events and real-time moments can fuel long-term content strategiesThe balance between in-house content creation and outsourcingWhere AI fits into content marketing – and what it can’t replaceImportant Links & Mentions Megan on LinkedIn https://www.linkedin.com/in/megancmonroe/AppFolio https://www.appfolio.com/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

A strong demand generation strategy that delivers long-term growth isn’t built overnight. Our guest, Hannah Forson, Sr. Demand Generation Manager at BambooHR, joins Amy Woods to explore how she leads a team that drives high-quality leads in an inbound-only sales motion. Hannah shares her insights on balancing in-house expertise with outsourcing, the power of webinars for repurposing, and why B2B marketing is starting to look a lot more like B2C. She also discusses how AI is shaping content planning and why demand gen strategies should always be built with the long game in mind.Find out:Why long-term thinking is key to demand generation success (and how to manage expectations)How to determine what stays in-house and what to outsource Why external vendors should be seen as strategic collaborators, not just service providersWhy webinars are one of the best content formats for repurposingHow AI can enhance content planning without replacing human creativityWhy personalization and storytelling are becoming non-negotiable in B2B marketingImportant Links & Mentions Hannah on LinkedIn https://www.linkedin.com/in/hannahforson/BambooHR https://www.bamboohr.com/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/BambooHR Case Study https://www.content10x.com/case-study-bamboohr/

How do you develop marketing strategies that speak to both homeowners and businesses in a genuine way? Host Amy Woods talks with Newrez Chief Marketing Officer, Matt Cluney, about the steps his team takes to understand their audience before any campaign gets off the ground. Matt shares how his team is organized, why written content is still vital for homeowners, and when outside specialists can strengthen your marketing efforts. Find out:Why a deep understanding of your audience shapes better marketingWhich projects stay in-house and when it’s better to work with an external providerWhy interviews with team members offer more opportunities for repurposingHow AI supports content planning and speeds up large-scale feedback reviewsWhat Matt learned from focusing on local expertise in a past B2B campaignImportant Links & Mentions Matt on LinkedIn https://www.linkedin.com/in/matthewcluney/Newrez https://www.newrez.com/Newrez Wholesale https://www.newrezwholesale.com/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

Content marketing is changing fast, but some things remain the same. Quality still wins over quantity. Strategy still shapes success. And a strong, recognizable voice can make all the difference between content that connects and content that gets ignored.In this episode of B2B Content Strategist, host Amy Woods speaks with Paul Way, Content Marketing Director at Tipalti, about the importance of strategic thinking and storytelling in B2B content marketing. From his early days in journalism to leading high-performing content marketing teams at top global companies, Paul has seen content marketing from every angle.They discuss why brands often fall into the trap of producing too much, why a strong brand voice is a company’s biggest asset, and how content teams can avoid getting caught in a cycle of content for content’s sake. Find out:Why content overload weakens brand impactThe role of strong leadership in content successHow voice and storytelling set brands apartThe shift toward specialized content rolesWhere AI fits in and where it doesn’tWhy creativity still drives the best contentHow to stay focused on quality, not just quantityImportant Links & Mentions Paul on LinkedIn https://www.linkedin.com/in/pkway Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

What does it take to drive strategic B2B growth as a full-funnel marketer? Host Amy Woods welcomes back Ciarán Regan, Chief Marketing Officer at Bizzdesign, to share his approach. Since his first appearance on the podcast in 2022, Ciarán has stepped into a new leadership role at Bizzdesign, a Dutch enterprise software company helping global organizations in future-proofing their transformation journeys with their enterprise architecture solutions. In this episode, they discuss owning your niche, building a high-performing team, why webinars are perfect for repurposing, and how to strike the right balance between using AI and keeping things human.Find out:How Ciarán grew and structured the Bizzdesign marketing teamWhy product marketing is the backbone of a full-funnel marketing approachThe ways webinars drive thought leadership and revenue Why webinars are integral and how to repurpose them for maximum impactThe role of AI in the Bizzdesign marketing teamImportant Links & Mentions Ciarán on LinkedIn https://www.linkedin.com/in/ciaranregan/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/A Three-Pillar Approach to Content Marketing with Ciarán Regan https://www.youtube.com/watch?v=rNwAFtDr5pE B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

In old-school industries – think energy, manufacturing, or construction – people still value good old-fashioned human contact when it comes to marketing. It’s often the case that in-person engagement is valued far more than email newsletters or social media campaigns. For content marketers, this might mean the typical B2B marketing playbook has to be questioned – is that what our audience wants? But back-to-basics doesn’t necessarily mean straightforward or simple. In this episode, host Amy Woods talks with Mike D’Errico, Head of Marketing at ARIX Technologies. Together, they discuss how ARIX serves a more traditional sector like energy and why their approach holds value across industries. Find out:Why webinars are Mike’s favorite content to repurpose How to network in a traditional industry like energy Why the subject line of an email is 90% more important than the body The risks of overreliance on LLMs and how to ensure content writing stands out online Why “unicorn” writers don’t exist (and what to look for instead)How the TikTokification of LinkedIn is affecting the platformImportant Links & Mentions Mike on LinkedIn https://www.linkedin.com/in/michael-derrico/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

In-house or outsourced: where is the best place for your blog to be written? Both in-house and outsourced content have an important place in any B2B marketing team, but deciding which approach will yield the best results can be challenging. The benefits of in-house content can include deep product knowledge, brand consistency, and better customer insights. The benefits of outsourcing are often cost efficiency, specialized expertise, and flexibility. So which is better?In this episode, Content 10x Founder and Podcast Host Amy Woods speaks with Matt Crawford, Head of Content at NEXT Insurance. They discuss why detailed briefs are key when outsourcing content work, Matt’s favorite content management tools, and how AI figures into it all. Find out:Why AI will create ‘winners and losers’How NEXT Insurance keep tabs on pain points affecting customersWhy blog posts are Matt’s favorite type of content to repurpose Important Links & Mentions Matt on LinkedIn https://www.linkedin.com/in/mjcrawford1/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

Audiences have an appetite for authenticity more so than ever before. Adhering to content writing best practices is all well and good, but it can get formulaic. People want real stories and voices; they can smell insincerity a mile off. In this episode, host Amy Woods talks with Shannon Howard, Director of Customer and Content Marketing, Intellum. They explore the pros and cons of AI-generated writing, how Intellum uses strategic reviews to better understand their customers, and why research reports and webinars generate the most shareable content. Host Amy Woods is the CEO and Founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. Find out:Shannon’s most memorable campaign, and how it went beyond Intellum and towards the industry at largeHow to reverse-engineer content repurposing The value of real stories and brands in an increasingly AI-dominated landscapeThe innovative tools used by Intellum, such as a custom-built AirtableCreating content that resonates with audiences, regardless of trends Important Links & Mentions Shannon on LinkedIn https://www.linkedin.com/in/shannonlagassehowardAmy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

Every company has a singular story to tell. It’s up to content marketers to find ways of retelling that story over and over again, to spotlight interesting takes and new angles. In this episode, Amy Woods talks with Martin Malloy, Senior Director of Content at Wealth.com. They explore how to craft compelling narratives that reinforce a company's core message while keeping content fresh and engaging.Host Amy Woods is the CEO and Founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. Find out:The dangers of using AI as a crutch Why the ideal content format depends on the campaign Martin’s favorite repurposing tacticsHow Wealth.com are doing big things with a small teamHow to ensure content stays both timely and timeless Important Links & Mentions Martin on LinkedIn https://www.linkedin.com/in/martin-malloy-10162b7/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

From print journalism to digital content strategy, our guest Luba Czyrsky's journey is anything but conventional. She calls herself an 'accidental marketer,' a title earned when a pivotal move in 2004 led her into content marketing long before it became a buzzword. Host Amy Woods is the CEO and Founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. Find out:Luba’s transition from print to digital and content strategyWhy freelancers are key to maintaining flexibilityWhy your content team should speak to your metrics peopleViews on AI and balancing technology with the irreplaceable human touchHow to use AI for content creation when working in asset management Important Links & Mentions Luba on LinkedIn https://www.linkedin.com/in/lubaczyrsky/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/

A clear and precise B2B content brief is crucial for effective marketing strategies as it sets a clear foundation for a successful campaign. In this episode, host Amy Woods talks with Neville Vyas, Head of Marketing for Europe & APAC at Impax Asset Management. They explore how a well-defined brief can streamline collaboration, enhance campaign effectiveness, and ultimately drive better results.Host Amy Woods is the CEO and Founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. In this episode:Neville shares insights into his role and global team structureThe importance of clarity in communication and strategyNeville’s most memorable campaign and why it’s changed the way they work sinceWhy asset management companies are cautious about embracing AINeville’s three thoughts on the future of B2B marketingImportant Links & Mentions Neville on LinkedIn https://www.linkedin.com/in/nevillevyas/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/  

In B2B marketing, the ability to create impactful content often hinges on the strength of your team and the strategies you implement. This first episode of Season 3 of B2B Content Strategist with Global Content Director Katie Morley, dives into the details of building effective content teams and the importance of a well-structured content strategy.Host, Amy Woods is the CEO and Founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. In this episode:Katie’s ideal team compositionPractical advice on when to keep tasks internal and when to leverage external resourcesThe importance of delivering high-quality, well-briefed assets to ensure consistency and effectiveness when outsourcingKatie’s favorite AI tools that she’s using at the moment and why she never uses them for writingHer most memorable campaigns and why they have had such a lasting impactImportant Links & Mentions Katie on LinkedIn https://www.linkedin.com/in/katieannemorley/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/B2B Content Strategist https://www.content10x.com/b2b-content-strategist/Content 10x: https://www.content10x.com/