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 slogans
• How to turn events into a year-round content engine
• How to break down silos between events, media, and marketing
• Why he treats AI as another member of the team
• The moment a team member told him, “AI makes me feel redundant” - and how he responded
• Why over-reliance on AI can be as dangerous as ignoring it
• The safeguards he uses to avoid AI copyright and IP pitfalls

Important Links & Mentions

• Kostas 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 time
• The story behind Jason’s incentivized demo ad campaign that overwhelmed sales
• How he built an entire marketing team from the ground up at Pixis
• Why his content playbook centers around video interviews and conversations
• What 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 & Mentions

• Jason 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 ABM
• What makes a vendor feel like an extension of your team
• How to balance in-house strengths with external support
• How cross-functional account pods support personalized marketing
• The limits of AI – and why context still matters

Important Links & Mentions

• Jess 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 repurposing
• Tips for repurposing podcast episodes into video, email, and social content
• What makes an ebook easier to break down into multiple formats
• Why every marketer should fact-check AI-generated content
• How Canva supports faster content production without sacrificing brand consistency

Important 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 substance
• How AI tools can support repurposing without replacing original thinking
• How tools like Grammarly can support editorial consistency
• Why the future of B2B content lies in quality and differentiation, not shortcuts and quick wins

Important 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 team
• Why big, high-effort content is still worth it (when you repurpose it well)
• How AI tools can support content marketers – without replacing them
• Why 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 conversations
• Why defining shared language is critical when marketing complex topics
• The balance between in-house content creation and outsourcing—what works best where
• How Camille’s team approaches content repurposing from trade shows and events
• Why AI is useful for summarization but still falls short in storytelling

Important 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 five
• Why shifting from ‘content as a commodity’ to ‘content as an experience’ will set brands apart
• How live events and real-time moments can fuel long-term content strategies
• The balance between in-house content creation and outsourcing
• Where AI fits into content marketing – and what it can’t replace

Important 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 providers
• Why webinars are one of the best content formats for repurposing
• How AI can enhance content planning without replacing human creativity
• Why personalization and storytelling are becoming non-negotiable in B2B marketing

Important 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/