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 mind
• Why 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/amywhiggins
• Amy 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. 

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