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 experts are the product.

They get into the messy, real-world stuff: how to get busy consultants to contribute content, why your case studies should anchor your whole content strategy, and the great gating debate: should you really be hiding your best research behind a form?

What you'll learn in this episode:

• Why SaaS-style funnels don't translate to service companies and what to do instead
• How Ellie's team uses interviews and ghostwriting to turn subject matter experts into thought leaders
• How one original research report can fuel your entire content calendar for a year
• The case for ungating your content (and why the math on email captures might not add up)
• Why case studies are the real bottom-of-funnel hero for consulting firms

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 noise.

In this episode, we cover:

– Why original research is the ultimate differentiator in B2B content

– How to evolve your content strategy as your company scales

– Smarter ways to prioritize industries and buyer personas

– How to use AI to scale your content program

– How to think about distribution from day one

– What outdated content advice to ignore in 2026

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 of Siemens Senseye’s content strategy and fuels every other asset

• How to use AI tools to accelerate repurposing, ideation, and distribution without compromising quality

• Practical ways to measure content’s impact on revenue when direct attribution isn’t possible

• Why gating content often does more harm than good—and what to do instead

• The biggest lessons Niall has learned about repurposing, consistency, and keeping content tied to business goals

Tune in for bold ideas and proven content plays.

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

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 about using AI in content marketing.

– How AI can help scale content production without sacrificing quality.

– The four key ways Catie’s team is using AI in their workflow.

– How to repurpose and distribute content effectively with AI.

– Balancing human creativity with AI-generated content.

– Best practices for training content teams to work with AI.

– The biggest mistakes marketers make when using AI tools.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

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 efforts when working with a lean team.

– Why some content experiments fail—and how to pivot quickly.

– The key to creating scrappy but effective research reports.

– How to get the most out of a single piece of content through repurposing.

– The role of AI in speeding up content production without sacrificing quality.

– Balancing short-term wins with long-term content marketing goals.

– Lessons from launching (and dropping) a podcast with limited resources.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH ELISE:

🔔 LinkedIn: linkedin.com/in/elise-thrale-439591145/

🌐 Website: napier.ai

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 you'll learn in this episode:

•  The biggest misconception about sales and marketing alignment.

•  How to shift marketing from a lead generator to a revenue driver.

•  Why aligning on the ideal customer profile is critical—and how to do it.

•  How to keep sales teams in the loop on marketing activities all year long.

•  The key metrics that actually prove marketing’s impact on pipeline and revenue.

•  How to prioritize the right industries and personas for long-term success.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH AINO:

🔔 LinkedIn: ​linkedin.com/in/ainohakkinen

🌐 Website: sievo.com

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 this episode:

•  The three key pillars for building an effective content team from scratch.

•  How to decide between hiring in-house and working with agencies.

•  Tips for scaling your content team as your business grows.

•  The role of mentorship in developing junior content professionals into subject matter experts.

•  How to integrate AI tools into your content workflow effectively.

•  Strategies for prioritizing content projects across multiple products and personas.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH JOHN:

🔔 LinkedIn: ​linkedin.com/in/johnphabib

🌐 Website: diligent.com

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 down silos is critical for marketing success.

•  How to build strong cross-departmental relationships in a remote work environment.

•  Tips for working effectively with subject matter experts.

•  How A-LIGN transformed their annual report into a company-wide initiative.

•  The impact of ungating content on brand awareness and engagement.

•  Practical strategies for demonstrating content ROI to executive teams.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH ELIZABETH:

🔔 LinkedIn: ​linkedin.com/in/elizabethstrickert

🌐 Website: a-lign.com

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 in this episode:

• Why differentiation is critical in a world of AI-generated content.
• How to identify and showcase what makes your company truly unique.
• The role of educational content in building trust and authority in niche markets.
• The role of customer stories and subject matter experts in creating content that stands out.
• Practical tips for building strong relationships with internal experts to fuel your content
• strategy.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

LinkedIn http://linkedin.com/in/nielsvanmelick

Website http://leadwave.io

CONNECT WITH MATTHEW:

LinkedIn http://linkedin.com/in/matthewtgrant

Website http://leanix.net

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 combining product marketing and content marketing creates more impact.
• The benefits of a unified messaging framework and how to implement it.
• How to use customer insights to shape both content and product initiatives.
• Key strategies for running aligned product launches and content campaigns.
• Practical tips for avoiding common silos and fostering collaboration.
• The career path between product and content marketing and how these roles complement each other.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH THEREASA:

🔔 LinkedIn: linkedin.com/in/thereasaroy

🌐 Website: offsec.com