The content landscape has fundamentally shifted.  Simple how-to guides used to be a staple of B2B marketing - highly valuable, searchable, and if your SEO is on-point they can appear at the top of search engine results pages. 

In this episode, host Amy Woods shares how these simple how-to guides are now best left to AI, but this presents an opportunity.  Sophisticated B2B audiences still crave expert guidance for complex, high-stakes decisions. The key is understanding which how-to content to abandon and which to double down on.

Find out: 

• Why simple how-to guides are now dominated by AI and why this shift impacts your content strategy and SEO 
• The critical differences between basic and expert-driven how-to guides and why depth, nuance, and originality matter more than ever 
• Steps to evaluate and create standout, expert-led how-to guides that attract clicks, build authority, and deliver value your audience can't get from AI 
• Tips for repurposing your expert guides across multiple formats and channels for maximum impact

Important links & mentions:

• How to Create Content that AI Can’t Create https://www.content10x.com/content-ai-cant-create/
• How to Build a Winning Content Strategy with Andy Crestodina https://www.content10x.com/winning-blog-content-strategy/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B  Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• The Ultimate Guide to Planning, Recording & Repurposing Expert Interviews to Fuel Your Entire Content Strategy https://www.content10x.com/expert-interviews-ultimate-guide/
• Content 10x Expert Interview Service https://www.content10x.com/expert-interviews/
• Blog post on this topic: https://www.content10x.com/338
• 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

Running a B2B webinar can feel like walking a tightrope. It’s a balancing act between providing valuable content with handling tech issues with keeping your audience engaged. Plus, you have to promote it, get people to sign up in the first place, and repurpose it.

In part five of our B2B webinar miniseries, Amy Woods, CEO & Founder, and Hayley Evans, Head of Marketing Operations and Client Account Management at Content 10x, tackle the FAQs that we get asked related to webinars.

This episode is packed with useful advice to help you tackle your next B2B webinar with confidence and help you navigate common challenges.

Find out:

• What to do when the tech fails mid-webinar, and why those moments can actually help build connection
• How to troubleshoot low registration numbers
• Proven strategies to keep your audience actively engaged throughout your webinar
• The best ways to convert webinar attendees into leads or customers after the session ends
• When to gate your webinar content vs. make it freely accessible for maximum reach

Important links & mentions:

• Download the B2B Webinar Planning Playbook: https://www.content10x.com/webinar-guide/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Hayley on LinkedIn https://www.linkedin.com/in/hayleyevans888/
• 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 hundreds 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

A well-planned webinar is just the beginning — what you do with that content afterwards can make all the difference.

In this episode, Hayley Evans, Head of Marketing Operations and Client Account Management at Content 10x, joins host Amy Woods in the fourth installment of our webinar miniseries. They explore how to repurpose webinar content into new formats that work across the marketing funnel – from quick-win video clips and blogs to longer-term strategies that help you get more from every minute of your webinar.

Find out:

• Why repurposing starts with how you plan and run the webinar
• The best types of content to create from a webinar recording
• How to match repurposed content with different stages of the funnel
• Tips for making your repurposing process more efficient
• Why repurposed content can extend your reach and results

Important links & mentions:

• The B2B Webinar Planning Playbook https://www.content10x.com/webinar-guide/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• B2B Content Strategist Podcast https://www.content10x.com/b2b-content-strategist/
• Hayley on LinkedIn https://www.linkedin.com/in/hayley-evans-56421826/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• 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 hundreds 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

Promotion doesn't stop once the webinar begins, and follow-up is just as important.

In part three of our miniseries all about B2B webinars, Amy Woods and Hayley Evans, Head of Marketing Operations and Client Account Management at Content 10x, run through the full promotion cycle: before, during, and after. They share practical advice on how to get your webinar in front of the right people, keep them engaged, and follow up in a way that adds value and keeps the conversation going.

It’s a full-funnel approach to getting more from every webinar you run.

Find out:

• What goes into a solid webinar promotion plan across channels
• Why your title and messaging matter more than you might think
• How to work with guests, partners, and your own team to widen reach
• What to include in your follow-up for attendees and no-shows
• How to use feedback and post-event engagement to inform future webinars

Important links & mentions:

• The B2B Webinar Planning Playbook https://www.content10x.com/webinar-guide/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• B2B Content Strategist Podcast https://www.content10x.com/b2b-content-strategist/
• Hayley on LinkedIn https://www.linkedin.com/in/hayley-evans-56421826/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• 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 hundreds 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

A successful webinar starts with a smart plan.

In part two of our webinars miniseries, Amy Woods is joined again by Hayley Evans, Head of Marketing Operations and Client Account Management at Content 10x, to share how B2B marketers can plan webinars that deliver real value – and set the stage for repurposing afterwards. They cover everything from choosing a topic and format, to picking the right platform and setting goals that align with your wider content strategy.

It’s all about being clear on what your audience wants, and building from there.

Find out:

• How to set clear goals and pick a strong topic your audience will care about
• What to think about when choosing a format and platform
• Why good structure and flow matters just as much as the content
• How to keep your audience engaged during the webinar
• What to plan ahead of time to make things easier on the day

Important links & mentions:

• The B2B Webinar Planning Playbook https://www.content10x.com/webinar-guide/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• B2B Content Strategist Podcast https://www.content10x.com/b2b-content-strategist/
• Hayley on LinkedIn https://www.linkedin.com/in/hayley-evans-56421826/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• 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 hundreds 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

Webinars have been a favorite format in B2B content marketing for years – but why do they work so well?

In the first episode of our webinars miniseries, host Amy Woods is joined by Hayley Evans, Head of Marketing Operations and Client Account Management at Content 10x, to explore the benefits of webinars from both a strategic and practical point of view. Together, they break down seven clear reasons why webinars are still such an effective format for lead generation, relationship building, and content creation.

Find out:

• Why webinars are great for lead generation and audience engagement
• How they build trust and support thought leadership
• Why they're perfect for repurposing into lots of other content
• The benefits of webinars compared to in-person events
• What kind of data and insights they offer to help improve future content

Important links & mentions:

• The B2B Webinar Planning Playbook https://www.content10x.com/webinar-guide/
• Marketing Webinars: The Ultimate Guide to Planning, Promoting & Repurposing B2B Webinars to Drive Growth https://www.content10x.com/webinars-ultimate-guide/
• Expert Interviews Miniseries https://youtube.com/playlist?list=PLVwaHzx-z4d5RjYsCkPsQb2CrmIRTauIL&feature=shared/
• The Ultimate Guide to Planning, Recording & Repurposing Expert Interviews to Fuel Your Entire Content Strategy https://www.content10x.com/expert-interviews-ultimate-guide/
• The Ultimate Guide to Impactful Video Interviews https://www.content10x.com/interview-guide/
• B2B Content Strategist Podcast https://www.content10x.com/b2b-content-strategist/
• Hayley on LinkedIn https://www.linkedin.com/in/hayley-evans-56421826/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• 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 hundreds 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

Webinars continue to be one of the most trusted and effective tools in B2B marketing – and in this episode, we’re highlighting why.

Ahead of our upcoming webinar miniseries, Amy Woods brings together insights from guests on our sister podcast, B2B Content Strategist, who all had one thing in common: they believe webinars are worth the effort. From the importance of compelling titles to choosing the right platform and repurposing every session into lasting content, you’ll hear real-life examples of how B2B marketers are using webinars to drive results and build long-term value.

Find out:

• Why webinars remain a core part of B2B marketing strategies
• What smart marketers are doing to get the most value from each session
• How to think beyond the live event and into long-term content opportunities
• Tips on repurposing webinar content to reach different audiences
• What makes webinars more than just a one-off event

Important links & mentions:

• B2B Content Strategist Podcast https://www.content10x.com/b2b-content-strategist/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• 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 hundreds 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

Live, virtual, and hybrid events continue to be a strategic advantage for B2B marketers – offering original thought leadership and genuine human connection that AI can’t replicate. In this episode, Amy Woods explores how live and virtual events can become high-performing engines for content – if you plan for it. From community-building to capturing thought leadership, you’ll hear why events are a key part of a content strategy. Plus, insights from marketers who’ve turned conferences, customer gatherings, and virtual events into months of valuable, human-led content.

Find out:

• Why events are the ultimate way to connect with your audience and capture authentic content
• How to build content plans around your event – before it even begins
• What expert B2B marketers are doing differently with their events
• Ways to repurpose event content across formats like blogs, podcasts, videos, and more
• What to measure after the event to track ROI and keep the momentum going

Important links & mentions:

• The Ultimate Guide to Planning, Recording & Repurposing Expert Interviews to Fuel Your Entire Content Strategy: https://www.content10x.com/expert-interviews-ultimate-guide/
• How to Create Content that AI Can’t Create https://www.content10x.com/323
• Creating and Repurposing B2B Research & Reports https://www.content10x.com/330
• Expert Interviews Miniseries https://youtube.com/playlist?list=PLVwaHzx-z4d5RjYsCkPsQb2CrmIRTauIL&feature=shared
• How to Repurpose a Virtual Event with Mark Huber https://www.content10x.com/225
• WorldDAB Case Study https://www.content10x.com/case-study-worlddab/
• Metadata Case Study https://www.content10x.com/case-study-metadata/
• B2B Content Strategist Podcast https://www.content10x.com/b2b-content-strategist/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• 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 hundreds 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

Original research is one of the most powerful tools in B2B marketing. It’s a direct path to unique insights, fresh content, and a strong and differentiated industry presence. Host Amy Woods breaks down why original research is worth the effort, how it positions your brand as a trusted authority, and the many ways it can fuel your entire marketing funnel with high-value, repurposable content that AI simply can’t replicate.

Find out:

• The value of original research in B2B marketing and how to choose the right topics
• How research-backed content boosts credibility and sets you apart from generic AI-generated noise
• Content creation and repurposing opportunities across multiple channels
• The role of proprietary research in demand generation, pipeline growth, and industry positioning
• Key insights from B2B industry experts and their approach to original research and reports

Important links & mentions:

• The Ultimate Guide to Planning, Recording & Repurposing Expert Interviews to Fuel Your Entire Content Strategy: https://www.content10x.com/expert-interviews-ultimate-guide/
• The Ultimate Guide to Impactful Video Interviews https://www.content10x.com/interview-guide/
• How to Build a Winning Blog Content Strategy with Andy Crestodina https://www.content10x.com/322/
• How to Create Content that AI Can’t Create https://www.content10x.com/323/
• The 4 Rs of Repurposing Research with Michele Linn https://www.content10x.com/237/
• 7 Steps to Transform your B2B Report with Daniel Plume https://www.content10x.com/297/
• B2B Content Strategist Podcast https://www.content10x.com/b2b-content-strategist/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• 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 hundreds 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

How do you find and book fantastic experts to interview? And how can you use expert interviews to create content that stands out?

To add value to our recent five-part miniseries on expert interviews, we’re bringing back a fantastic conversation from 2023 with Sarah Goff-Dupont, prev. Principal Writer for Work Life by Atlassian, executive ghostwriter, and public speaker.

Sarah delivered an insightful talk at Content Marketing World in 2022, Your Words, Not Mine: How (And Why) To Spice Up Your Content With Expert Interviews, which caught host Amy Wood’s attention – so much so that she invited her onto the podcast to dig deeper into the topic. In this episode, originally recorded in early 2023 but still just as useful today, Amy explores the art of expert interviews with Sarah, covering everything from preparation to execution and repurposing.

If you’ve been following our recent series, you’ll know we’re passionate about expert interviews and how they help create unique, high-value content. This episode ties in perfectly, providing a real-world perspective on how expert interviews are conducted in-house, why they’re so powerful, and how they open up a world of content opportunities.

Find out:

• Why expert interviews are a great way to create standout content
• How to find the right experts and get them to agree to an interview
• The best way to prepare and conduct interviews
• How to repurpose an interview into multiple pieces of valuable content

Important links & mentions:

• Sarah Goff-Dupont on LinkedIn: https://www.linkedin.com/in/sarahgoffdupont/
• Sarah on X: https://x.com/sarahgoffdupont/
• Atlassian: https://www.atlassian.com/
• The Ultimate Guide to Impactful Video Interviews: https://www.content10x.com/video10x-exec/
• Watch our Expert Interviews Miniseries on YouTube: https://youtube.com/playlist?list=PLVwaHzx-z4d5RjYsCkPsQb2CrmIRTauIL&feature=shared
• Listen to our Expert Interviews 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/expert-interviews-ultimate-guide/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• 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 hundreds 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