The Content 10x Podcast

B2B brands spend a lot of time trying to stand out, but taking a genuinely funny approach can still feel like a risky move. Luke Winter doesn't see it that way. For the Founder & Creative Director at Deadpan Agency, comedy works best when it starts with the same things as any serious B2B campaign such as audience pain points and business goals.In this episode, Amy Woods sits down with Luke to explore how comedy fits into B2B marketing, from the creative process behind Deadpan's campaigns to the challenges of getting buy-in for work that takes a few more creative risks. One of those campaigns happens to be for a client Deadpan and Content 10x share, Vector.Vector's comedy campaign became one of Deadpan's strongest case studies: a 33% lift in branded search, a 22% increase in demo requests, and a 44% increase in pipeline, all repurposed from a single shoot into dozens of pieces of content.Luke walks through exactly how that campaign came together, and what it took to get there.Find out:Why Luke thinks comedy has a proper place in the B2B sales cycle, particularly when a brand is trying to get on an audience's radarHow a very ordinary problem for their client, Free Agency, became the idea for the "Bullshit Filter" campaignWhat Luke looks for when deciding whether a comedy idea will make people recognize themselves in the campaign rather than simply watch a brand trying to be funnyWhy Deadpan gives clients several campaign directions across a scale from "fun" to more unhingedThe low-risk way for B2B brands to start experimenting with comedy before committing to a full campaignImportant links & mentions:Blog post about this episodeLuke Winter on LinkedInDeadpan AgencyVector Series A VideoDeadpan’s Vector Case StudyContent 10xAmy on LinkedInAmy’s book: (Content 10x: More Content, Less Time, Maximum Results)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.She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

What if a single day of event sponsorship could give your content team six months of material?That's what happened when UserEvidence sponsored an on-site podcast studio at an industry event and used the opportunity to create a whole series of conversations with B2B marketers. It's also the story that brought their Director of Content Marketing, Jillian Hoefer onto the podcast in the first place. Amy had been following her on LinkedIn for a while, and when Jillian posted about the repurposing play in detail, it was enough to ask her on the show to walk through it properly.But the interesting part isn't just how much content came out of it. It's how deliberately the team planned for what those conversations could become, well before anyone hit record.In this episode, Amy Woods sits down with Jillian to break down the thinking behind it: choosing a clear thesis, finding the right people, making the ask, preparing guests, and leaving enough room for the unexpected.Find out:How sponsoring someone else's event can generate months of contentJillian's four-step framework for turning one event sponsorship into a genuine content engineHow a topic-led invitation helped secure interviews with busy B2B marketers, including people who'd never been on a podcast beforeWhy Jillian maps 80% of her content plan before an event even starts, and deliberately leaves the rest openThe content assets B2B teams often forget to plan for, including sales enablement resourcesImportant links & mentions:Jillian Hoefer on LinkedInUserEvidenceAmy on LinkedInContent 10xAmy’s book: (Content 10x: More Content, Less Time, Maximum Results)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.She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

Zero-click content was a new concept when Amanda Natividad first joined our podcast back in 2022. Now, it may just be how marketing works.In this episode, Amy sits down with Amanda, Chief Evangelist at SparkToro, for her third appearance on the show, this time getting into AI search, a citation problem that's easy to overlook, and why last-click attribution might be overlooking your best customers.From why AI traffic is hiding in plain sight, to a story about an AI recommendation that went against everything a company's own homepage suggested, this one covers a lot of ground.Find out: Why zero-click search has gone from 50% to 68% of Google searches since 2022, and why it's now the reality of searchWhat a ghost citation is and why it's becoming one of the trickier problems in AI searchThe four GEO mechanics, and the two most B2B marketing teams still neglectA genuinely surprising story about how an LLM recommended a product based on what Amanda needed, not how the company had positioned itselfWhy last-click attribution may be costing companies their best customersThe one metric Amanda would replace last-click attribution with, and why it mattersImportant links & mentions: Amanda Natividad on LinkedInSparkToroAmanda's website and book: Zero-Click Marketing: How to Build Brands and Earn Customers on a Traffic-Starved Web B2B Content Operations Benchmark (free) Amy on LinkedInContent 10x websiteAmy’s book: Content 10x: More Content, Less Time, Maximum Results 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.She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter.

Ever felt like sales and marketing are speaking two different languages, even when they're ultimately chasing the same goal– to help the business grow and succeed?Getting the two departments to work together is one of the more persistent challenges in B2B, and it shows up everywhere from content strategy to the CRM.In this episode, Amy Woods sits down with Freya Ward, Associate Managing Director at Headley Media, to unpack what causes friction between sales and marketing teams, and what a stronger working relationship looks like in practice.From reframing what "lead leakage" really means to a surprisingly simple way to use AI before a high-stakes meeting, Freya brings the perspective of someone who sits at the intersection of both departments every day.Find out:Whether there's any truth to the old saying that marketing's job is to break sales, and sales' job is to break opsThe content that genuinely helps sales, and the content that tends to gather dustWhat lead leakage looks like in practice, and why "not right now" isn't the same as "no"The 95/5 rule, and why it changes how you should think about contentWhat marketing can learn from AI-powered sales calls, and where you still need human judgmentA really practical way to use ChatGPT or Claude before walking into a meeting with salesAnd Freya's advice for building a stronger relationship between sales and marketingImportant links & mentions:Freya Ward on LinkedIn: https://www.linkedin.com/in/freya-ward-8a715725/Headley Media: https://www.headleymedia.com/team/freya-ward/Freya’s podcast: B2B Marketers: Off the RecordB2B Content Operations Benchmark (free)Amy on LinkedInContent 10x websiteAmy’s book: Content 10x: More Content, Less Time, Maximum ResultsAmy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

You built the strategy. You built the content. But can you prove any of it is working?A lot of B2B marketing teams can point to a full content calendar and a consistent publishing schedule, and still have no clear answer to that question. The numbers exist, dashboards get checked, reports get sent round. But there's a tougher question hiding underneath it all: does any of this connect back to something the business cares about?In part seven of our seven-part B2B content strategy series, Amy Woods gets into how to answer that, from choosing the right metrics for each stage of the buyer journey to knowing when to persist with a strategy and when to change it.Find out:Why consistency, not strategy, is often the real problem when content stops delivering resultsHow to choose the right metrics based on your business goals, whether that's brand awareness, consideration, or conversionThe difference between vanity metrics and value metrics, and the one question that separates themWhy it’s okay if 50% of your marketing cannot be neatly attributed - this should not stop you as long as actions tie to business goalsHow to diagnose whether underperforming content has a reach problem or a resonance problemImportant links & mentions:B2B Content Operations Benchmark (free)B2B Content Strategist podcast - Season 3 Episode 18 with Jason WidupPart 1 - What Is a B2B Content Strategy (And Why Does It Matter)?Part 2 - How Do You Align a B2B Content Strategy to Business Goals?Part 3 - How Does Competitor Analysis Fit Into Your B2B Content Strategy?Part 4 - Can Your B2B Content Strategy Work Without Core Messaging and Positioning?Part 5 - How to Choose Your B2B Content Channels and FormatsPart 6 - Content Repurposing and Distribution: Is Your B2B Content Working Hard Enough?B2B content strategy series on YouTubeAmy on LinkedInContent 10xAmy’s book: Content 10x: More Content, Less Time, Maximum ResultsAmy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week with the Content10x Newsletter.