The B2B Content Strategy Show

Most content marketing advice out there is written for SaaS companies. But what if your product is your people? In this episode, Niels sits down with Ellie Behling, Content & Communications Director at Modus Create, a digital product engineering company. Ellie has spent her entire career marketing service businesses, and she's got a refreshingly practical take on what actually works when your...

In this episode of the B2B Content Strategy Show , Niels van Melick sits down with Callie Barron, Senior Content Marketing Manager at Abnormal AI, to break down what it really takes to build a high-performing content engine in 2026. Callie shares how her team uses how original research to generate more engagement, more downloads, more press coverage, and content that actually cuts through the nois...

In this episode of The B2B Content Strategy Show, Niels van Melick is joined by Niall Sullivan, Head of Marketing for Senseye at Siemens. Niall shares how he built a podcast-first content strategy that stands out in a crowded market, uses AI to scale repurposing, and ties efforts to revenue without chasing vanity metrics. Here’s what you’ll learn in this episode: • Why the podcast sits at the core...

This week on the podcast, Niels van Melick sits down with Catie Grasso, Head of Content Marketing at Dataiku, to dive into how AI is reshaping content marketing. Catie shares her insights on how her team integrates AI into their daily workflows, balances automation with creativity, and ensures high-quality content at scale. Here's what you'll learn in this episode: – The biggest misconceptions abo...

This week on the podcast, Niels van Melick is joined by Elise Thrale, Head of Content at Napier AI, to discuss how to maximize content marketing impact with limited resources. Elise shares her insights on prioritizing content efforts, learning from past experiments, and repurposing high-performing assets for long-term success. Here's what you'll learn in this episode: – How to prioritize content e...

This week on the podcast, Niels van Melick sits down with Aino Hakinen, VP of Marketing at Sievo, to dive into the challenges and opportunities of sales and marketing alignment. With a background in sales development, Aino brings a unique perspective on how marketing can drive revenue, build stronger relationships with sales teams, and create strategies that actually move the needle. Here's what y...

This week on the podcast, Niels van Melick is joined by John Habib, Director of Content Strategy at Diligent, to explore what it takes to build and scale a high-performing content team. With years of experience leading content teams, John shares his insights on identifying key roles, balancing internal and external resources, and adapting to evolving business needs. Here's what you'll learn in thi...

This week on the podcast, Niels sits down with Elizabeth Strickart, Director of Content Marketing at A-LIGN, to explore the challenges and opportunities of breaking down organizational silos in marketing. Elizabeth shares her journey of fostering collaboration across teams to create more impactful campaigns and drive better results. Here's what you'll learn in this episode: •  Why breaking do...

This week on the podcast, Niels sits down with Matthew Grant, Director of Content Marketing at SAP LeanIX, to explore the challenges and opportunities of creating truly differentiated content in the age of AI. Matthew shares his wealth of experience in content strategy, customer storytelling, and leveraging subject matter expertise to stand out in competitive B2B markets. Here's what you'll learn...

This week on the podcast, Niels van Melick is joined by Thereasa Roy, Director of Content and Product Marketing at OffSec, to explore the unique benefits of aligning product marketing with content marketing for long-term success. Thereasa shares her experiences overseeing both teams and how it has led to more cohesive messaging and impactful campaigns. Here's what you'll learn in this episode: Why...

This week on the podcast, Niels van Melick talks with Carleen Hughes, VP of Marketing at Kainos, about how to maximize ROI from events. With experience managing over 30 events annually, Carleen shares her insights on integrating events as a core element of a B2B marketing strategy, covering everything from planning to post-event follow-up. Here's what you'll learn in this episode: Why events are w...

This week on the podcast, Niels van Melick dives into the world of original research reports with Nicole Caci, Director of Content and Communications at AvePoint. Nicole recently launched a successful research report that has been referenced by industry heavyweights like Gartner. Here's what you'll learn in this episode: • Why original research reports are essential for building thought leadership...

This week on the podcast, Niels van Melick sits down with Abi Malins, Content Strategist at Leadwave, to discuss how to build an effective content strategy that truly resonates with your audience. Drawing from her experience working with B2B tech & consulting firms, Abi shares her insights on what makes a content strategy successful. Here's what you'll learn in this episode: Why customer resea...

This week on the podcast, Niels van Melick is joined by Brooke Gocklin, Head of Content Marketing at CoreWeave, to discuss how to build effective thought leadership campaigns. Brooke shares her expertise on how to develop content strategies that resonate with your audience, stand out in the market, and drive results. Here's what you'll learn in this episode: • What separates impactful thought lead...

In this episode of B2B Marketing Done Right, Niels van Melick sits down with Sonja Jacob, Director of Content Marketing at Athenahealth, to explore how content marketing leaders can make a real impact in a new company. Drawing from her experience at leading companies like Meta and Cisco, Sonja shares valuable insights on building a content function that delivers measurable results within large-sca...

This week on the podcast, Niels van Melick is joined by Lena Weber-Reed, UK Marketing and Communications Manager at Getronics, to discuss the current state of B2B marketing and how teams should adapt to drive results. Lena shares her thoughts on the challenges facing B2B marketers today—from shifting away from traditional lead gen tactics to the need for a greater focus on brand marketing. Here's...

This week on the podcast, Niels van Melick explores the practical use cases of AI in B2B content marketing with Jade Hill, Director of Content and Communications at Abnormal Security. Jade shares how AI tools like ChatGPT have transformed her workflow, from research to content repurposing. Here's what you'll learn in this episode: • The role of AI in writing and how to leverage it without compromi...

This week, Niels van Melick talks with Michelle Peterson, Content Marketing Manager at NetSPI, about how to turn complex and technical topics into engaging content. Michelle shares her experiences and strategies for working with subject matter experts to create content that resonates with technical audiences. Here's what you'll learn in this episode: •  The challenges and solutions in collabo...

This week on the podcast, Niels van Melick is joined by Ife Akintoye, Head of Marketing at VantagePoint, to discuss strategies for making a significant impact when starting a new marketing role or at a new company. Ife shares her journey of building a successful marketing program from the ground up and offers valuable insights and practical tips for marketers at all stages of their careers. Here’s...

This week on the podcast, Niels van Melick sits down with Lexi Croisdale, Content Marketing Manager at Varonis, to explore why B2B companies should consider YouTube as a key distribution channel for their content. With extensive experience in growing B2B brands on YouTube, Lexi shares her insights and strategies for effective video marketing in B2B. Here's what you'll learn in this episode: Key re...

This week, Niels van Melick sits down with Kit McKay, Global Content Manager at Basis Technologies. They discuss employee advocacy programs and how they can transform your employees into powerful marketing channels. Kit shares his firsthand experience with the launch and management of Basis Technologies' employee advocacy program. Here's what you'll learn in this episode: Why employee advocacy is...

This week on the podcast, Niels van Melick dives deep into the art of customer interviews with Brooke Andrus, Senior Content Marketing Manager at Elios Health. Brooke has conducted dozens of customer interviews, and in this episode, she shares her top tips for using them to create B2B content that *actually* resonates with your audience. Here's what you'll learn in this episode: Why customer inter...

This week, Niels van Melick and Erin McGann chat about the need for a journalistic mindset to create successful B2B content campaigns. Erin, who runs content strategy at SNP Group, shares her tips for making content more engaging and relatable—especially when it comes to technical topics. Here's what you'll learn in this episode: The impact of using a journalistic approach in your content. How to...