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 conte...

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 hig...

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...

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 whitep...

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 produc...

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 t...

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 h...

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,...

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 sh...

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 m...

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 st...

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 s...

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 jou...

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? B...

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 cos...

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 wri...

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 engagin...

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 repurp...

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...

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...

What are today’s top marketers aligned on?   Across 15 episodes of B2B Content Strategist season 2, some key themes came up over and over.    In this final episode of the season, host Amy Woods talks with content strategist at Convince & Convert and a good friend of Content 10x Anna Hrach, about some of these pertinent topics. They discuss the general attitude towards...

When you have a B2B enterprise sales cycle, where you're selling to a mid to enterprise level company, not only does the source of your content need to be more strategic, it also needs to be more thought leadership focused, because the sales cycles are so long.  So how do you switch up your entire content strategy when moving from selling B2B enterprise level to B2B ecommerce?   Sco...

How do you adjust your approach when moving from a vertical marketing approach to horizontal? This is what Ronnie Higgins experienced when starting his current role as Director of Content at OpenPhone.   Ronnie joins the show to talk about marketing strategy, their AI policy and his determination to avoid what he refers to as a ‘gray goo of content’ that has been just further exasperated...

How do you use content to encourage a love of learning and help people overcome challenges in learning? In this episode of B2B Content Strategist host Amy Woods talks to Charles Hague, Head of Product Marketing, and Katherine Threadgold, Head of Brand at Glean, which is a personal study tool.   They both join the conversation with their different perspectives on being a challenger activi...

Iteration is so important in content and customer marketing. It’s easy to quickly move onto the next case study, the next campaign or the next project, but the key to success lies in customer journey mapping. In this episode of B2B Content Strategist, we chat with our first customer marketing leader of the series, Leslie Barrett, who is the Senior Director of Customer Marketing at gifting company...