The Content 10x Podcast

There's a lot of advice out there about getting found by AI, and most of it starts and ends with your website. Structured data, page structure, authoritative content. That advice isn't wrong in any way, it's just incomplete.

In this episode, the first of a three-part miniseries, host Amy Woods looks at what's changed in how B2B buyers search, and why getting cited by AI depends on more than a well-optimized page.

Buyers are increasingly turning to ChatGPT, Claude, and Perplexity for answers instead of scrolling through search results, and Google is leaning further into AI-generated summaries and it’s AI-mode (which is basically GEO). Ranking on page one of SERPS used to be the goal. Getting cited by AI is quickly becoming the new one, and it works by a different set of rules.

Find out:

• Why buyer search behavior has shifted away from traditional Google results
• The difference between ranking for search and getting cited by AI
• The technical SEO advice everyone's giving (schema, E-E-A-T, page authority), and why it's good but incomplete on its own
• What AI is looking at beyond your website when deciding who to cite
• Why content repurposing has become an authority-building strategy, not just an efficiency one

Important links & mentions:

• Blog post about this episode
• Get Found by AI: The B2B Checklist (free download)
• Zero-Click, AI Search, and the Last-Click Attribution Trap: What B2B Marketers Need to Know with Amanda Natividad
• B2B content strategy series on YouTube
• Amy on LinkedIn
• Content 10x
• 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

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 radar
• How a very ordinary problem for their client, Free Agency, became the idea for the "Bullshit Filter" campaign
• What 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 funny
• Why Deadpan gives clients several campaign directions across a scale from "fun" to more unhinged
• The low-risk way for B2B brands to start experimenting with comedy before committing to a full campaign

Important links & mentions:

• Blog post about this episode
• Luke Winter on LinkedIn
• Deadpan Agency
• Vector Series A Video
• Deadpan’s Vector Case Study
• Content 10x
• Amy on LinkedIn
• Amy’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

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 content
• Jillian's four-step framework for turning one event sponsorship into a genuine content engine
• How a topic-led invitation helped secure interviews with busy B2B marketers, including people who'd never been on a podcast before
• Why Jillian maps 80% of her content plan before an event even starts, and deliberately leaves the rest open
• The content assets B2B teams often forget to plan for, including sales enablement resources

Important links & mentions:

• Jillian Hoefer on LinkedIn
• UserEvidence
• Amy on LinkedIn
• Content 10x
• Amy’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

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 search
• What a ghost citation is and why it's becoming one of the trickier problems in AI search
• The four GEO mechanics, and the two most B2B marketing teams still neglect
• A genuinely surprising story about how an LLM recommended a product based on what Amanda needed, not how the company had positioned itself
• Why last-click attribution may be costing companies their best customers
• The one metric Amanda would replace last-click attribution with, and why it matters

Important links & mentions:

• Amanda Natividad on LinkedIn
• SparkToro
• Amanda'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 LinkedIn
• Content 10x website
• Amy’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.

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 ops
• The content that genuinely helps sales, and the content that tends to gather dust
• What 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 content
• What marketing can learn from AI-powered sales calls, and where you still need human judgment
• A really practical way to use ChatGPT or Claude before walking into a meeting with sales
• And Freya's advice for building a stronger relationship between sales and marketing

Important 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 Record
• B2B Content Operations Benchmark (free)
• Amy on LinkedIn
• Content 10x website
• Amy’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

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 results
• How to choose the right metrics based on your business goals, whether that's brand awareness, consideration, or conversion
• The difference between vanity metrics and value metrics, and the one question that separates them
• Why it’s okay if 50% of your marketing cannot be neatly attributed - this should not stop you as long as actions tie to business goals
• How to diagnose whether underperforming content has a reach problem or a resonance problem

Important links & mentions:

• B2B Content Operations Benchmark (free)
• B2B Content Strategist podcast - Season 3 Episode 18 with Jason Widup
• Part 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 Formats
• Part 6 - Content Repurposing and Distribution: Is Your B2B Content Working Hard Enough?
• B2B content strategy series on YouTube
• Amy on LinkedIn
• Content 10x
• Amy’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 with the Content10x Newsletter.

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 marketing
• The ratio of time B2B content teams should be spending on creation versus distribution, and why most have it backwards
• How to structure content into segments that make it easier to repurpose later
• The "zero moment of truth," and what it means for how many touchpoints your audience needs before they trust you
• How repurposing connects back to your core messaging and positioning, and why misalignment shows up fastest when content gets repurposed
• Where AI helps speed up repurposing, and where it doesn’t

Important 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 Truth
• The Ultimate Guide to Planning, Promoting and Repurposing B2B Webinars
• B2B Webinar Planning Playbook
• Bamboo HR webinar repurposing case study
• B2B content strategy series on YouTube
• Amy on LinkedIn
• Content 10x website
• Amy’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

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 builds
• The difference between owned and borrowed channels, and why it matters for your long-term strategy
• How to find the sweet spot between where your audience is and where your team can show up consistently
• Why platform-specific content outperforms cross-posting every time
• How audience intent and your own content intent should shape your format decisions
• Whether your channel strategy should factor in the customer journey
• How many platforms to focus on for an effective B2B content strategy
• The three questions to ask when auditing every channel you are already on

Important links & mentions:

• Blog post about this episode
• Why Not All Content Works Everywhere and That's a Good Thing
• Take the B2B Content Operations Benchmark
• 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 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content Strategy
• Part 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)
• B2B content strategy series on YouTube
• Amy on LinkedIn
• Content 10x website
• Amy’s book: Content 10x: More Content, Less Time, Maximum Results

Timestamps:

• 00:00 Intro: Publish smarter, not harder
• 00:50 B2B Content Strategy Series intro and recap
• 02:15 Avoid the trap of being everywhere
• 03:46 Free B2B Content Operations Benchmark Assessment
• 04:30 Where your content should live
• 05:39 Owned channels vs borrowed channels
• 07:16 Importance of being confident on a platform
• 08:42 Why you should review your channels… and how
• 10:34 Content formats: don’t try to do everything
• 10:58 Audience intent
• 12:58 Customer journey and content types
• 14:08 Repurposing across the funnel
• 14:41 How many platforms should you focus on?
• 15:42 How to audit your current channels
• 17:30 When to double down or leave a platform
• 18:46 Key takeaways: focus over spread
• 19:19 Series recap: what’s next
• 19:54 B2B Content Operations Benchmark reminder
• 20:32 Wrap up

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.

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 stick
• Whether you can have a B2B content strategy without clear messaging
• The five components every B2B messaging framework needs
• How to define your messaging and positioning through internal conversations
• How to use your messaging framework on a daily basis, including how to embed it into your AI tools
• The signals that tell you your messaging is working
• When to review your messaging and how to update it without doing a hard pivot

Important links & mentions:

• Blog post about this episode: https://www.content10x.com/357
• Part one of the B2B content strategy series - What Is a B2B Content Strategy (And Why Does It Matter)?: https://www.content10x.com/354
• Part two of the B2B content strategy series — How Do You Align a B2B Content Strategy to Business Goals?: https://www.content10x.com/355
• Part three of the B2B content strategy series — How Does Competitor Analysis Fit Into Your B2B Content Strategy?: https://www.content10x.com/356
• Part five of the B2B content strategy series: How to Choose Your B2B Content Channels and Formats https://www.content10x.com/358
• Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content Strategy
• Part 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=NjYvp1Ilo26KnIF3
• Amy 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 Assessment
• 02:35 What is messaging?
• 03:44 Why a great content strategy can’t exist without clear messaging
• 04:33 Who owns messaging?
• 05:10 Core components of a messaging framework
• 06:55 How to define messaging through internal conversations
• 08:35 Where messaging shows up in real-world execution
• 09:16 Opinionated content and category positioning
• 10:38 Embedding messaging into AI tools and workflows
• 11:09 How to know your messaging is working (or not working)
• 13:08 Quantitative vs qualitative signals from customers and sales
• 13:47 Revisiting and adjusting your messaging framework
• 16:07 Recap and what’s next
• 17:55 Wrap up

About 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

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 copying
• The four types of competitors worth tracking in your market
• What to look at when you analyze competitors, from topics and messaging to SEO and lead gen content
• The tools and methods that make competitor analysis practical
• How to turn your findings into three clear content outputs
• Who should own competitor analysis, and how marketing and sales should work together

Important links & mentions:

• Take the B2B Content Operations Benchmark: https://www.content10x.com/benchmark
• Blog post about this episode: https://www.content10x.com/356
• Part one of the B2B content strategy series — What Is a B2B Content Strategy (And Why Does It Matter)?: https://www.content10x.com/354
• Part two of the B2B content strategy series — How Do You Align a B2B Content Strategy to Business Goals?: https://www.content10x.com/355
• Part 4 of our B2B Content Strategy series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?: https://www.content10x.com/357
• Part 4 of our B2B Content Strategy series: How to Choose Your B2B Content Channels and Formats https://www.content10x.com/358
• Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content Strategy
• Part 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)
• SparkToro: https://www.sparktoro.com
• 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

About 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