The Content 10x Podcast

Epizode

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  How to Find the Funny in B2B Marketing with Luke Winter 24.09.2026 39min

  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
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  How to Turn One Event Sponsorship Into Six Months of Content with Jillian Hoefer 10.09.2026 40min

  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
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  Zero-Click, AI Search and the Last-Click Attribution Trap: What B2B Marketers Need to Know with Amanda Natividad 27.08.2026 44min

  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.
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  The Sales and Marketing Relationship: Why Most Teams Get It Wrong and How to Fix It with Freya Ward 13.08.2026 47min

  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
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  How to Measure Your B2B Content Strategy (Without Drowning in Data) 23.07.2026 18min

  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.
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  Why Content Repurposing and Distribution Should Be Built Into Your B2B Content Strategy 02.07.2026 24min

  Some teams out there are sitting on more content than they realize. So, the problem isn't creation but what happens after.The pattern often looks something like this: a brief gets written, a draft gets approved, the content goes out, and then everyone moves on to the next thing. Distribution happens, but almost as an afterthought, a couple of social posts, maybe an email, and that's it.In this episode, part six of our seven-part content strategy series, Amy Woods tackles the part most teams leave until last. Repurposing and distribution.Spoiler: if your team's spending 80-90% of its time on creation and barely any getting that content seen, the balance is off. And it's worth fixing.This episode looks at the ins and outs of repurposing well, not cross-posting or checkbox marketing, but a genuinely strategic approach that's planned in from the start.Find out:Why repurposing isn't about copy-paste or checkbox marketingThe ratio of time B2B content teams should be spending on creation versus distribution, and why most have it backwardsHow to structure content into segments that make it easier to repurpose laterThe "zero moment of truth," and what it means for how many touchpoints your audience needs before they trust youHow repurposing connects back to your core messaging and positioning, and why misalignment shows up fastest when content gets repurposedWhere AI helps speed up repurposing, and where it doesn’tImportant links & mentions:Blog post for this episode: Why Content Repurposing and Distribution Should Be Built Into Your B2B Content Strategy Part one of the series: What Is a B2B Content Strategy (And Why Does It Matter)?Part two of the series: How Do You Align a B2B Content Strategy to Business Goals?Part three of the series: How Does Competitor Analysis Fit Into Your B2B Content Strategy?Part four of the series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?Part five of the series: Where Should Your B2B Content Live (and Where Should It Not?)Part 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)How Content Repurposing Can Help You Win the Zero Moment of TruthThe Ultimate Guide to Planning, Promoting and Repurposing B2B WebinarsB2B Webinar Planning PlaybookBamboo HR webinar repurposing case studyB2B content strategy series on YouTubeAmy 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
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  How to Decide What B2B Content to Create and Where to Publish It 18.06.2026 20min

  Are your channel decisions rooted in strategy, or just habit?For some B2B marketing teams, the honest answer is somewhere in between. The channels accumulated over time. LinkedIn, because everyone is on LinkedIn. A podcast because a competitor had one. Instagram, because… optics?Before long, there’s a whole content operation built around platforms nobody consciously chose.In this episode, Amy Woods gets into a crucial part of a B2B content strategy: deciding where your content should live and where it should not.From the difference between owned and borrowed channels, to finding the sweet spot between where your audience is and where your team can show up consistently, this episode gives you a practical framework for making channel decisions you can stand behind and revisit regularly.Find out:Why spreading your content across too many platforms dilutes rather than buildsThe difference between owned and borrowed channels, and why it matters for your long-term strategyHow to find the sweet spot between where your audience is and where your team can show up consistentlyWhy platform-specific content outperforms cross-posting every timeHow audience intent and your own content intent should shape your format decisionsWhether your channel strategy should factor in the customer journeyHow many platforms to focus on for an effective B2B content strategyThe three questions to ask when auditing every channel you are already onImportant links & mentions:Blog post about this episodeWhy Not All Content Works Everywhere and That's a Good Thing Take the B2B Content Operations BenchmarkPart one of the series: What Is a B2B Content Strategy (And Why Does It Matter)? Part two of the series: How Do You Align a B2B Content Strategy to Business Goals?Part three of the series: How Does Competitor Analysis Fit Into Your B2B Content Strategy?Part four of the series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content StrategyPart 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)B2B content strategy series on YouTubeAmy on LinkedIn Content 10x websiteAmy’s book: Content 10x: More Content, Less Time, Maximum ResultsTimestamps:00:00 Intro: Publish smarter, not harder00:50 B2B Content Strategy Series intro and recap02:15 Avoid the trap of being everywhere03:46 Free B2B Content Operations Benchmark Assessment04:30 Where your content should live05:39 Owned channels vs borrowed channels07:16 Importance of being confident on a platform08:42 Why you should review your channels… and how10:34 Content formats: don’t try to do everything10:58 Audience intent12:58 Customer journey and content types14:08 Repurposing across the funnel14:41 How many platforms should you focus on?15:42 How to audit your current channels17:30 When to double down or leave a platform18:46 Key takeaways: focus over spread19:19 Series recap: what’s next19:54 B2B Content Operations Benchmark reminder20:32 Wrap upAmy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.
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  How Do You Build a B2B Content Strategy Around Clear Messaging and Positioning? 04.06.2026 18min

  Is your messaging making you memorable, or just visible?You could have the best content engine in your industry, be publishing consistently across multiple channels, and focusing on quality. But if it isn't memorable, none of it sticks.Core messaging and positioning is one of those things that sounds simple until you try to do it well. If you asked ten people in your organization what you are all about and why customers should choose to work with you, would they all broadly answer in the same way?In most organizations, the answer is no.That inconsistency shows up everywhere. In your content, on your website, in sales conversations, and in ways that are hard to trace back to the source.In part four of our seven-part B2B content strategy series, Amy Woods digs into what messaging is, what goes into a messaging framework, and how to know whether yours is working for you.Find out:What messaging is and why consistency is what makes it stickWhether you can have a B2B content strategy without clear messagingThe five components every B2B messaging framework needsHow to define your messaging and positioning through internal conversationsHow to use your messaging framework on a daily basis, including how to embed it into your AI toolsThe signals that tell you your messaging is workingWhen to review your messaging and how to update it without doing a hard pivotImportant links & mentions:Blog post about this episode: https://www.content10x.com/357Part one of the B2B content strategy series - What Is a B2B Content Strategy (And Why Does It Matter)?: https://www.content10x.com/354Part two of the B2B content strategy series — How Do You Align a B2B Content Strategy to Business Goals?: https://www.content10x.com/355Part three of the B2B content strategy series — How Does Competitor Analysis Fit Into Your B2B Content Strategy?: https://www.content10x.com/356Part five of the B2B content strategy series: How to Choose Your B2B Content Channels and Formats https://www.content10x.com/358Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content StrategyPart 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)B2B content strategy series on YouTube: https://youtube.com/playlist?list=PLVwaHzx-z4d4Rcnrh2VsUN9d47rrdMypp&si=NjYvp1Ilo26KnIF3Amy on LinkedIn: https://www.linkedin.com/in/amywoods2/Content 10x website: https://www.content10x.com/Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)Timestamps:01:57 Free B2B Content Operations Benchmark Assessment02:35 What is messaging?03:44 Why a great content strategy can’t exist without clear messaging04:33 Who owns messaging?05:10 Core components of a messaging framework06:55 How to define messaging through internal conversations08:35 Where messaging shows up in real-world execution09:16 Opinionated content and category positioning10:38 Embedding messaging into AI tools and workflows11:09 How to know your messaging is working (or not working)13:08 Quantitative vs qualitative signals from customers and sales13:47 Revisiting and adjusting your messaging framework16:07 Recap and what’s next17:55 Wrap upAbout the 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.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
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  How Does Competitor Analysis Fit Into Your B2B Content Strategy? 21.05.2026 18min

  Are you doing competitor analysis, or just keeping an eye on things?Many B2B content teams know they should be aware of their competitors. But awareness and analysis are two very different things.Done properly, it's one of the most powerful ways to find the gaps in your market, identify underserved audiences, and build a content strategy that genuinely sets you apart.In this episode, which is part three of our seven-part B2B content strategy series, we get into what competitor analysis really involves, how to do it effectively, and how to turn what you find into content decisions that help you stand out in a crowded marketplace.Find out:Why competitor analysis is about differentiation, not copyingThe four types of competitors worth tracking in your marketWhat to look at when you analyze competitors, from topics and messaging to SEO and lead gen contentThe tools and methods that make competitor analysis practicalHow to turn your findings into three clear content outputsWho should own competitor analysis, and how marketing and sales should work togetherImportant links & mentions:Take the B2B Content Operations Benchmark: https://www.content10x.com/benchmarkBlog post about this episode: https://www.content10x.com/356Part one of the B2B content strategy series — What Is a B2B Content Strategy (And Why Does It Matter)?: https://www.content10x.com/354Part two of the B2B content strategy series — How Do You Align a B2B Content Strategy to Business Goals?: https://www.content10x.com/355Part 4 of our B2B Content Strategy series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?: https://www.content10x.com/357Part 4 of our B2B Content Strategy series: How to Choose Your B2B Content Channels and Formats https://www.content10x.com/358Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content StrategyPart 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)SparkToro: https://www.sparktoro.comAmy on LinkedIn https://www.linkedin.com/in/amywoods2/ Content 10x: https://www.content10x.com/Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, MaximumAbout the 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.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
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  How Do You Align a B2B Content Strategy to Business Goals? 07.05.2026 13min

  Is your content strategy built around your business goals, or just your content calendar?Most B2B teams produce content consistently and put real effort into it. But when someone asks, “What’s this content doing for the business?” the answer isn’t always there.That issue almost always starts in the same place: the strategy was never tied back to business goals in the first place.In this episode, which is part two of our seven-part B2B content strategy series, host Amy Woods breaks down where a content strategy should start. She shares how to understand business goals from a content point of view, all the way to gathering the audience insight that makes it all click into place.Find out:Why understanding business goals is the only right starting point for a content strategyWhat business goals look like in a content context (from brand awareness to employer brand)How the buyer journey shapes what you create and whyWhy B2B buying is more complex than most content strategies account forWhere to find real audience insight and what to do with itImportant links & mentions:Blog post about this episode: https://www.content10x.com/355Part 1 of our B2B content strategy series — What Is a B2B Content Strategy (And Why Does It Matter)? https://www.content10x.com/354Part 3 of our B2B content strategy series - How Does Competitor Analysis Fit into Your B2B Content Strategy: https://www.content10x.com/356Part 4 of our B2B Content Strategy series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?: https://www.content10x.com/357Part 5 of our B2B Content Strategy series: How to Choose Your B2B Content Channels and FormatsPart 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content StrategyPart 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)B2B content strategy series on YouTube: https://youtube.com/playlist?list=PLVwaHzx-z4d4Rcnrh2VsUN9d47rrdMypp&si=NjYvp1Ilo26KnIF3Take the B2B Content Operations Benchmark: https://www.content10x.com/benchmarkAmy on LinkedIn https://www.linkedin.com/in/amywoods2/ Content 10x: https://www.content10x.com/Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)Timestamps:00:00 Content Without Purpose00:57 B2B Content Strategy Series Intro01:38 Free B2B Content Operations Benchmark Assessment02:18 Start With Business Goals04:52 Mapping the Buyer Journey05:26 Matching Content Types to the Journey07:03 Why B2B Buying Is Never Just One Person08:08 Gathering Audience Insights09:45 The House Analogy: Matching Content to the Moment10:59 Measurement and KPIs — Preview11:43 Wrap Up and Next EpisodeAmy 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
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  What Is a B2B Content Strategy (And Why Does It Matter) 23.04.2026 18min

  Do you commit random acts of content?We’re excited to launch a brand new seven-part series on B2B content strategy, and this first episode is all about getting back to basics and addressing what a content strategy is.Many B2B marketing teams are producing a lot of content, but when you ask why it exists, who it's for, or whether it's working, the answers aren't always clear.Host Amy Woods explains what a content strategy is, why it matters, and how it differs from a content plan or a campaign.Amy also explores why “random acts of content” rarely lead to consistent results, and what B2B teams need to put in place to create content that truly supports business goals - especially in longer, more complex buying cycles.Whether you're building a strategy from scratch or sense-checking what you already have, this is the place to start.Find out:What a B2B content strategy is – and why it mattersThe difference between strategy, plan, and campaignWhy content without a strategy often lacks directionThe key components of a strong content strategy and the questions every content strategy should answerWhy strategy is so important in B2B and stakeholder alignment is criticalHow to use your strategy as a filter for day-to-day content decisionsImportant links & mentions:Blog post about this episode: https://www.content10x.com/354Part 2 of our B2B content strategy series - Building a B2B Content Strategy That Supports Business Goals: https://www.content10x.com/355Part 3 of our B2B content strategy series - How Does Competitor Analysis Fit into Your B2B Content Strategy: https://www.content10x.com/356Part 4 of our B2B Content Strategy series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?: https://www.content10x.com/357Part 5 of our B2B Content Strategy series: How to Choose Your B2B Content Channels and FormatsPart 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content StrategyPart 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)https://www.content10x.com/358B2B content strategy series on YouTube: https://youtube.com/playlist?list=PLVwaHzx-z4d4Rcnrh2VsUN9d47rrdMypp&si=NjYvp1Ilo26KnIF3Take the B2B Content Operations Benchmark: https://www.content10x.com/benchmarkAmy on LinkedIn https://www.linkedin.com/in/amywoods2/Content 10x: https://www.content10x.com/Amy’s book: www.content10x.com/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
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  The B2B Content Operations Benchmark: Does Your Content Strategy, Operations, and Team Really Measure Up? 09.04.2026 19min

  How confident are you that your content is working? Not your output but the strategy behind it, the processes that support it, and the team set up to deliver it. Most B2B content teams are moving too fast to stop and take stock. It’s easy to keep investing in tactics that aren’t building on the right foundations. In this episode of The Content 10x Podcast, host Amy Woods introduces our brand new B2B Content Operations Benchmark - a free assessment for B2B content and marketing teams that replaces the original Content 10x Repurposing Effectiveness Scorecard, which launched over three years ago. Amy walks through what’s changed, why the original scorecard needed a complete rebuild, and what the new benchmark covers. She also makes the case for why benchmarks and assessments are often underused content formats in B2B and why building one could be one of the smartest content investments your team makes. Listen to find out: Why we retired the original Content 10x Repurposing Effectiveness Scorecard after over three years, and what made it the right time to rebuild How the B2B Content Operations Benchmark goes further than the original, and why the scope had to expand What each of the three benchmark categories covers - Content Strategy & Planning, Content Operations & Technology, and Team Capability & Culture - and the personalized report that is shared with participants Why a structured diagnostic can be one of the most useful things a B2B content team can create - especially when making the case for resources or change Ways that you can repurpose a benchmark/scorecard and how they can power a content engine A preview of the upcoming 7-episode content strategy series covering connecting content to revenue, competitor analysis, core messaging, channels and formats, distribution and repurposing, and measurement and KPIs Important links & mentions: Take the free B2B Content Operations Benchmark: https://www.content10x.com/benchmark Blog post about this episode: https://www.content10x.com/353 Amy on LinkedIn: https://www.linkedin.com/in/amywoods2/ Content 10x: https://www.content10x.com/ Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results) Amy Woods is the CEO and founder of Content 10x, a content 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
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  How to Build a B2B Podcast with Personality and Purpose with Jess Cook 26.03.2026 38min

  What does it take to build a B2B podcast that people actually want to listen to, in one of the most crowded content spaces out there?Producing a show with personality and purpose is the best way to spark interest, gain repeat listeners, and get people talking about your brand.In this episode, Amy sits down with Jess Cook, VP of Marketing at Vector, to talk about their fantastic podcast, This Meeting Could Have Been a Podcast – a show that we have the pleasure of working on at Content 10x. From scrapping the original concept to building a LinkedIn presence that's become a genuine awareness magnet, Jess shares how personality, specificity, and a smart content strategy combine to make a show that really stands out.Find out:Why Jess scrapped the original podcast concept and started over from scratchThe show's purpose: arming marketing leaders with how to have better conversations with their CEOs and solve problemsHow she named every episode like a Seinfeld script - and why that specificity worksThe decision to record in-person and how it transforms chemistry and production qualityHow LinkedIn personal branding has become Vector's most powerful awareness channel How encouraging the whole team at Vector to post has amplified their reachThe planned and surprise benefits of a strong B2B podcast How 'Vector-on-Vector' — using their own platform in their own marketing — has become their best proof pointWhat's coming next for Vector in 2026, including the “Ghost Tour Tour” and season 3 of the showImportant links & mentions:Jess on LinkedIn: https://www.linkedin.com/in/jesscook-contentmarketing/Josh on LinkedIn: https://www.linkedin.com/in/joshuaperk/Vector’s Website: https://www.vector.coVector’s podcast This Meeting Could’ve Been A Podcast: https://vector.transistor.fm/people/jess-cookVector episode Josh Overthrows Jess and Gets Cancelled: https://vector.transistor.fm/episodes/josh-overthrows-jess-and-gets-canceledContent 10x Podcast Episode 302: How to Maximize Content with a Small Team with Jess Cook: https://www.content10x.com/302Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ Content 10x: https://www.content10x.com/Amy’s book: www.content10x.com/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
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  How to Gain Cultural Buy-in for Your Employee-Led Content Program with Sarah Goodall 05.03.2026 39min

  People trust people over one-size-fits-all messaging and logos.Today’s business buyers and decision-makers want to know the people behind the brand. That’s where the growth and connection happen.In this episode, which is part four of a four-part miniseries, host Amy Woods sits down with Sarah Goodall, CEO & Founder of Tribal Impact, to discuss the importance of gaining cultural buy-in for employee-led content to make a real long-term impact.In this conversation, we discuss:Why people trust content from their peers over traditional brand messaging.The importance of building and nurturing employee trustWhy today’s buyers and consumers want to know the person behind the brandHow to measure growth ‘what good looks like’ with employee-led contentThe reasons why you should view LinkedIn as a networking platform instead of a marketing platformHow to shift your cultural mindset and treat your employee-led program as a sustainable initiative, not a one-off campaignImportant links & mentions:Our main series blog post on ‘Why Employee-Led Content Is the Biggest B2B Advantage in 2026’: https://www.content10x.com/why-employee-led-content-is-the-biggest-b2b-advantage-in-2026/Sarah on LinkedIn: https://www.linkedin.com/in/sarahgoodall/Tribal Impact’s Website: https://www.tribalimpact.comAmy on LinkedIn: https://www.linkedin.com/in/amywoods2/Content 10x: https://www.content10x.com/Amy’s book: www.content10x.com/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
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  How to Enable Employee-Led Content Without Forcing It 19.02.2026 14min

  Each of your employees is a potential content marketing, brand-building, lead-generating goldmine.But to tap into this opportunity, you need to move away from using a one-size-fits-all strategy.In this episode of The Content 10x Podcast, host Amy Woods talks about why it’s important to give up some control, avoid using the same approach for everyone, and help employees show up online in a genuine way.Amy shares why it’s better to ditch forced formats and scripts, discusses ways to build trust with different messages, and explains how to set up systems that empower unique voices to show up in multiple ways.If you want to add employee-led content to your brand strategy, this episode is for you! But before you jump in, check out episodes 348 and 349 for part one and part two of our content deep dive.Find out:What types of content and messaging work best on LinkedInHow to help employees feel confident posting onlineHow to create systems that support employee content at scaleWhere to find inspiration for LinkedIn postsWhy it's important to analyze what is getting attention onlineImportant links & mentions:Episode 347: Why Not All Content Works Everywhere (And Why That’s a Good Thing) https://www.content 10x.com/347Episode 348 (Part 1): Why Employee-Led Content is the Biggest B2B Advantage https://www.content 10x.com/348Episode 349 (Part 2): How to Build an Employee-Led Content System That Actually Works https://www.content 10x.com/349Amy on LinkedIn https://www.linkedin.com/in/amywoods2/Content 10x: https://www.content10x.com/Amy’s book: www.content10x.com/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
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  How to Build an Employee-Led Content System That Actually Works 05.02.2026 11min

  When companies invest in employee-led content they must not treat it as a short-term campaign – that’s a recipe for disappointment.This episode directly follows on from our last episode, Why Employee-Led Content Is the Biggest B2B Advantage in 2026. Host, Amy Woods, moves from why people-led content matters to how to implement it properly. The conversation centers on employee-led content and how to build it in a way that lasts.Amy explains the differences between employee activation on LinkedIn, employee-generated content, and employee advocacy. She also covers how these pieces fit together without forcing people to post or stripping out their voice.If you’re thinking about building a content strategy that expands your brands reach and facilitates authentic connections, this is a great place to start.Find out:What an employee activation program on LinkedIn looks like in practiceHow to identify the right employees to take part and represent your brandWhy the first 3-6 months are often messy (and why that’s normal)What to measure early on, and what takes longer to have an impactWhat employee-generated content and employee advocacy looks like in practiceHow employee-led content can extend beyond LinkedIn into podcasts, events, and interviewsImportant links & mentions:Episode 348 (Part 1): Why Employee-Led Content Is the Biggest B2B Advantage in 2026: https://www.content10x.com/348Episode 350 (Part 3): How to Enable Employee-Led Content Without Forcing It: https://www.content10x.com/350Episode 343: Why Smart Companies Are Investing in Their Leaders’ Personal Brands with Ash Jones: https://www.content10x.com/why-smart-companies-are-investing-in-their-leaders-personal-brands-with-ash-jones/#Get the Most Out of Your Guest Appearances: https://www.content10x.com/repurpose-appearance/The Ultimate Guide to Impactful Video Interviews: https://www.content10x.com/interview-guide/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/Content 10x: https://www.content10x.com/Amy’s book: www.content10x.com/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
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  Why Employee-Led Content Is the Biggest B2B Advantage in 2026 22.01.2026 11min

  Trust has always been one of the hardest things to earn in B2B marketing. As content volumes have increased, that challenge has only grown. When buyers are surrounded by more posts, more articles, and more opinions than ever before, it becomes harder to know who to believe and who to ignore.In this episode of The Content 10x Podcast, Amy Woods talks through why people-led content is something you cannot afford to ignore in 2026. After years of higher output and faster production, and with AI making it easier than ever to scale, buyers are paying closer attention to who is speaking, not just what is being said. Experience, judgement, and credibility now carry more weight than polish.This episode focuses on the ‘why’ behind people-led content – specifically employee-led content in B2B. Amy explores why trust feels harder to earn today, why human voices are starting to outperform brand-led messaging, and why this shift reflects buyer behaviour rather than a passing trend.If you’re thinking about how to build credibility, engage your audience, and push your brand further without adding to the noise, this episode will help reframe how you approach visibility and trust in B2B marketing.Find out:Why trust has become the real constraint in B2B marketingHow AI-driven scale has changed expectations (and buyer skepticism)Why people now trust individuals more than brandsWhat “people-led content” means in a B2B contextWhy this shift is unavoidable for brands that want to stand out in 2026Important links & mentions:Episode 349 (Part 2): How to Build an Employee-Led Content System That Actually Works: https://www.content10x.com/349Episode 350 (Part 3): How to Enable Employee-Led Content Without Forcing It: https://www.content10x.com/350Amy on LinkedIn https://www.linkedin.com/in/amywoods2/Content 10x: https://www.content10x.com/Amy’s book: www.content10x.com/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
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  Why Not All Content Works Everywhere (And Why That’s a Good Thing) 08.01.2026 12min

  In this first episode of 2026, Amy Woods makes the case for one word that should guide your B2B content decisions this year: intent.Because while AI has made it easier than ever to publish at speed, a volume-first approach often creates content that is lacking purpose and feels generic (and gets ignored).Amy explores why audiences show up with different mindsets on different platforms, why one-size-fits-all repurposing rarely works, and how getting clearer on your intent (engagement, clicks, DMs, shares, leads) helps you create content that performs better - and feels more natural to make.If you want a smarter content repurposing strategy in 2026, start here.Find out:Why not all content works everywhere (and why that should never be the goal)How platform intent changes audience behavior (even when it’s the same person)How to repurpose the same idea in different ways without copy/pasting across channelsTips for matching your marketing intent to platform intent so you measure success properlyHow three simple questions can improve your content decisions instantlyImportant links & mentions:Blog post related to this episode: https://www.content10x.com/347Amy on LinkedIn https://www.linkedin.com/in/amywoods2/Content 10x: https://www.content10x.com/Amy’s book: www.content10x.com/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
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  How Cloudflare Turned One Survey into Over 100 Pieces of Content with Amy Higgins 11.12.2025 39min

  What happens when you plan your content strategy around the end result, but stay flexible enough to pivot when the data comes in? Amy Higgins, Senior Director of Content Strategy at Cloudflare, has mastered this approach.In this episode, host Amy Woods sits down with Amy, an award-winning marketing leader with extensive experience building and scaling content teams that drive measurable impact across brand, demand, and thought leadership.At Cloudflare, Amy leads a team producing everything from large-scale research reports to blogs, podcasts, and video content, turning one core asset into hundreds of derivative pieces across channels and regions.In this conversation, Amy shares:How to plan a survey with the end content in mindWhy cross-functional collaboration (product, sales, regional marketing, analysts) is essential for stronger insights  How to stay flexible and adjust your plans based on what the data actually tells you.The unexpected benefits of prioritizing quality over volume, even if it reduces the dataset What to measure, and how, once your survey-based content starts going live Important links & mentions:Amy Higgins on LinkedIn: https://www.linkedin.com/in/amywhigginsAmy Woods on LinkedIn https://www.linkedin.com/in/amywoods2/Content 10x: https://www.content10x.com/Amy’s book: www.content10x.com/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
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  8 Big Lessons From 8 Years of Running a B2B Podcast 27.11.2025 47min

  After 8 years and 345 episodes, what does it really take to build a sustainable B2B podcast?In this milestone episode, co-hosts Amy Woods and Hayley Evans reflect on The Content 10x Podcast’s 8-year journey. Hayley asks Amy to share her 8 most important lessons learned from 8 years of consistent podcasting.Amy reveals how the podcast started with clear goals; to build authority, establish thought leadership, and understand what Content 10x’s clients experience with their own podcasts. But as she shares in this conversation, it’s evolved into something much more significant. This episode explores the realities of long-term content creation, from the critical importance of consistency to why repurposing has been essential for survival.Amy also shares the challenges, the unexpected benefits, and what it really takes to maintain quality content production year after year.Find out:Why Amy believes the podcast wouldn’t have survived 8 years without repurposingThe reason Content 10x moved from weekly to biweekly episodesHow “random acts of content” kill momentum and what to do insteadWhy a podcast is never just about content creation and the unexpected benefitsHow podcasting opened doors to speaking opportunities and partnershipsWhy maintaining high quality standards matters more than frequencyThe value of embracing and adapting to changeWhy investing in specialists beats trying to do everything yourselfHow podcasting became an unexpected L&D tool for professional growthImportant links & mentions:Blog post: https://www.content10x.com/345How to Win at AI Gen AI Search with Christopher Penn: https://www.content10x.com/310Learn more about The Content10x or book a call: https://www.content10x.com/services/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/Content 10x: https://www.content10x.com/Amy’s book: www.content10x.com/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