The Content 10x Podcast

Is your content strategy built around your business goals, or just your content calendar?

Most B2B teams produce content consistently and put real effort into it. But when someone asks, “What’s this content doing for the business?” the answer isn’t always there.

That issue almost always starts in the same place: the strategy was never tied back to business goals in the first place.

In this episode, which is part two of our seven-part B2B content strategy series, host Amy Woods breaks down where a content strategy should start. She shares how to understand business goals from a content point of view, all the way to gathering the audience insight that makes it all click into place.

Find out:

• Why understanding business goals is the only right starting point for a content strategy
• What business goals look like in a content context (from brand awareness to employer brand)
• How the buyer journey shapes what you create and why
• Why B2B buying is more complex than most content strategies account for
• Where to find real audience insight and what to do with it

Important links & mentions:

• Blog post about this episode: https://www.content10x.com/355
• Part 1 of our B2B content strategy series — What Is a B2B Content Strategy (And Why Does It Matter)? https://www.content10x.com/354
• Part 3 of our B2B content strategy series - How Does Competitor Analysis Fit into Your B2B Content Strategy: https://www.content10x.com/356
• 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 5 of our B2B Content Strategy series: How to Choose Your B2B Content Channels and Formats
• 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
• Take the B2B Content Operations Benchmark: https://www.content10x.com/benchmark
• 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)

Timestamps:

• 00:00 Content Without Purpose
• 00:57 B2B Content Strategy Series Intro
• 01:38 Free B2B Content Operations Benchmark Assessment
• 02:18 Start With Business Goals
• 04:52 Mapping the Buyer Journey
• 05:26 Matching Content Types to the Journey
• 07:03 Why B2B Buying Is Never Just One Person
• 08:08 Gathering Audience Insights
• 09:45 The House Analogy: Matching Content to the Moment
• 10:59 Measurement and KPIs — Preview
• 11:43 Wrap Up and Next Episode

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

Do you commit random acts of content?

We’re excited to launch a brand new seven-part series on B2B content strategy, and this first episode is all about getting back to basics and addressing what a content strategy is.

Many B2B marketing teams are producing a lot of content, but when you ask why it exists, who it's for, or whether it's working, the answers aren't always clear.

Host Amy Woods explains what a content strategy is, why it matters, and how it differs from a content plan or a campaign.

Amy also explores why “random acts of content” rarely lead to consistent results, and what B2B teams need to put in place to create content that truly supports business goals - especially in longer, more complex buying cycles.

Whether you're building a strategy from scratch or sense-checking what you already have, this is the place to start.

Find out:

• What a B2B content strategy is – and why it matters
• The difference between strategy, plan, and campaign
• Why content without a strategy often lacks direction
• The key components of a strong content strategy and the questions every content strategy should answer
• Why strategy is so important in B2B and stakeholder alignment is critical
• How to use your strategy as a filter for day-to-day content decisions

Important links & mentions:

• Blog post about this episode: https://www.content10x.com/354
• Part 2 of our B2B content strategy series - Building a B2B Content Strategy That Supports Business Goals: https://www.content10x.com/355
• Part 3 of our B2B content strategy series - How Does Competitor Analysis Fit into Your B2B Content Strategy: https://www.content10x.com/356
• 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 5 of our B2B Content Strategy series: How to Choose Your B2B Content Channels and Formats
• 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)
• https://www.content10x.com/358
• B2B content strategy series on YouTube: https://youtube.com/playlist?list=PLVwaHzx-z4d4Rcnrh2VsUN9d47rrdMypp&si=NjYvp1Ilo26KnIF3
• Take the B2B Content Operations Benchmark: https://www.content10x.com/benchmark
• 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

How confident are you that your content is working? Not your output but the strategy behind it, the processes that support it, and the team set up to deliver it.

Most B2B content teams are moving too fast to stop and take stock. It’s easy to keep investing in tactics that aren’t building on the right foundations.

In this episode of The Content 10x Podcast, host Amy Woods introduces our brand new B2B Content Operations Benchmark - a free assessment for B2B content and marketing teams that replaces the original Content 10x Repurposing Effectiveness Scorecard, which launched over three years ago.

Amy walks through what’s changed, why the original scorecard needed a complete rebuild, and what the new benchmark covers. She also makes the case for why benchmarks and assessments are often underused content formats in B2B and why building one could be one of the smartest content investments your team makes.

Listen to find out:

• Why we retired the original Content 10x Repurposing Effectiveness Scorecard after over three years, and what made it the right time to rebuild
• How the B2B Content Operations Benchmark goes further than the original, and why the scope had to expand
• What each of the three benchmark categories covers - Content Strategy & Planning, Content Operations & Technology, and Team Capability & Culture - and the personalized report that is shared with participants
• Why a structured diagnostic can be one of the most useful things a B2B content team can create - especially when making the case for resources or change
• Ways that you can repurpose a benchmark/scorecard and how they can power a content engine
• A preview of the upcoming 7-episode content strategy series covering connecting content to revenue, competitor analysis, core messaging, channels and formats, distribution and repurposing, and measurement and KPIs

Important links & mentions:

• Take the free B2B Content Operations Benchmark: https://www.content10x.com/benchmark
• Blog post about this episode: https://www.content10x.com/353
• 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 content 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 does it take to build a B2B podcast that people actually want to listen to, in one of the most crowded content spaces out there?

Producing a show with personality and purpose is the best way to spark interest, gain repeat listeners, and get people talking about your brand.

In this episode, Amy sits down with Jess Cook, VP of Marketing at Vector, to talk about their fantastic podcast, This Meeting Could Have Been a Podcast – a show that we have the pleasure of working on at Content 10x.

From scrapping the original concept to building a LinkedIn presence that's become a genuine awareness magnet, Jess shares how personality, specificity, and a smart content strategy combine to make a show that really stands out.

Find out:

1. Why Jess scrapped the original podcast concept and started over from scratch
2. The show's purpose: arming marketing leaders with how to have better conversations with their CEOs and solve problems
3. How she named every episode like a Seinfeld script - and why that specificity works
4. The decision to record in-person and how it transforms chemistry and production quality
5. How LinkedIn personal branding has become Vector's most powerful awareness channel
6. How encouraging the whole team at Vector to post has amplified their reach
7. The planned and surprise benefits of a strong B2B podcast
8. How 'Vector-on-Vector' — using their own platform in their own marketing — has become their best proof point
9. What's coming next for Vector in 2026, including the “Ghost Tour Tour” and season 3 of the show

Important links & mentions:

1. Jess on LinkedIn: https://www.linkedin.com/in/jesscook-contentmarketing/
2. Josh on LinkedIn: https://www.linkedin.com/in/joshuaperk/
3. Vector’s Website: https://www.vector.co
4. Vector’s podcast This Meeting Could’ve Been A Podcast: https://vector.transistor.fm/people/jess-cook
5. Vector episode Josh Overthrows Jess and Gets Cancelled: https://vector.transistor.fm/episodes/josh-overthrows-jess-and-gets-canceled
6. Content 10x Podcast Episode 302: How to Maximize Content with a Small Team with Jess Cook: https://www.content10x.com/302
7. Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
8. Content 10x: https://www.content10x.com/
9. 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

People trust people over one-size-fits-all messaging and logos.

Today’s business buyers and decision-makers want to know the people behind the brand. That’s where the growth and connection happen.

In this episode, which is part four of a four-part miniseries, host Amy Woods sits down with Sarah Goodall, CEO & Founder of Tribal Impact, to discuss the importance of gaining cultural buy-in for employee-led content to make a real long-term impact.

In this conversation, we discuss:

• Why people trust content from their peers over traditional brand messaging.
• The importance of building and nurturing employee trust
• Why today’s buyers and consumers want to know the person behind the brand
• How to measure growth ‘what good looks like’ with employee-led content
• The reasons why you should view LinkedIn as a networking platform instead of a marketing platform
• How to shift your cultural mindset and treat your employee-led program as a sustainable initiative, not a one-off campaign

Important links & mentions:

• Our main series blog post on ‘Why Employee-Led Content Is the Biggest B2B Advantage in 2026’: https://www.content10x.com/why-employee-led-content-is-the-biggest-b2b-advantage-in-2026/
• Sarah on LinkedIn: https://www.linkedin.com/in/sarahgoodall/
• Tribal Impact’s Website: https://www.tribalimpact.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 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

Each of your employees is a potential content marketing, brand-building, lead-generating goldmine.

But to tap into this opportunity, you need to move away from using a one-size-fits-all strategy.

In this episode of The Content 10x Podcast, host Amy Woods talks about why it’s important to give up some control, avoid using the same approach for everyone, and help employees show up online in a genuine way.

Amy shares why it’s better to ditch forced formats and scripts, discusses ways to build trust with different messages, and explains how to set up systems that empower unique voices to show up in multiple ways.

If you want to add employee-led content to your brand strategy, this episode is for you! But before you jump in, check out episodes 348 and 349 for part one and part two of our content deep dive.

Find out:

• What types of content and messaging work best on LinkedIn
• How to help employees feel confident posting online
• How to create systems that support employee content at scale
• Where to find inspiration for LinkedIn posts
• Why it's important to analyze what is getting attention online

Important links & mentions:

• Episode 347: Why Not All Content Works Everywhere (And Why That’s a Good Thing) https://www.content 10x.com/347
• Episode 348 (Part 1): Why Employee-Led Content is the Biggest B2B Advantage https://www.content 10x.com/348
• Episode 349 (Part 2): How to Build an Employee-Led Content System That Actually Works https://www.content 10x.com/349
• 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

When companies invest in employee-led content they must not treat it as a short-term campaign – that’s a recipe for disappointment.

This episode directly follows on from our last episode, Why Employee-Led Content Is the Biggest B2B Advantage in 2026. Host, Amy Woods, moves from why people-led content matters to how to implement it properly. The conversation centers on employee-led content and how to build it in a way that lasts.

Amy explains the differences between employee activation on LinkedIn, employee-generated content, and employee advocacy. She also covers how these pieces fit together without forcing people to post or stripping out their voice.

If you’re thinking about building a content strategy that expands your brands reach and facilitates authentic connections, this is a great place to start.

Find out:

• What an employee activation program on LinkedIn looks like in practice
• How to identify the right employees to take part and represent your brand
• Why the first 3-6 months are often messy (and why that’s normal)
• What to measure early on, and what takes longer to have an impact
• What employee-generated content and employee advocacy looks like in practice
• How employee-led content can extend beyond LinkedIn into podcasts, events, and interviews

Important links & mentions:

• Episode 348 (Part 1): Why Employee-Led Content Is the Biggest B2B Advantage in 2026: https://www.content10x.com/348
• Episode 350 (Part 3): How to Enable Employee-Led Content Without Forcing It: https://www.content10x.com/350
• Episode 343: Why Smart Companies Are Investing in Their Leaders’ Personal Brands with Ash Jones: https://www.content10x.com/why-smart-companies-are-investing-in-their-leaders-personal-brands-with-ash-jones/#
• Get the Most Out of Your Guest Appearances: https://www.content10x.com/repurpose-appearance/
• The Ultimate Guide to Impactful Video Interviews: https://www.content10x.com/interview-guide/
• 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

Trust has always been one of the hardest things to earn in B2B marketing. As content volumes have increased, that challenge has only grown. When buyers are surrounded by more posts, more articles, and more opinions than ever before, it becomes harder to know who to believe and who to ignore.

In this episode of The Content 10x Podcast, Amy Woods talks through why people-led content is something you cannot afford to ignore in 2026. After years of higher output and faster production, and with AI making it easier than ever to scale, buyers are paying closer attention to who is speaking, not just what is being said. Experience, judgement, and credibility now carry more weight than polish.

This episode focuses on the ‘why’ behind people-led content – specifically employee-led content in B2B. Amy explores why trust feels harder to earn today, why human voices are starting to outperform brand-led messaging, and why this shift reflects buyer behaviour rather than a passing trend.

If you’re thinking about how to build credibility, engage your audience, and push your brand further without adding to the noise, this episode will help reframe how you approach visibility and trust in B2B marketing.

Find out:

• Why trust has become the real constraint in B2B marketing
• How AI-driven scale has changed expectations (and buyer skepticism)
• Why people now trust individuals more than brands
• What “people-led content” means in a B2B context
• Why this shift is unavoidable for brands that want to stand out in 2026

Important links & mentions:

• Episode 349 (Part 2): How to Build an Employee-Led Content System That Actually Works: https://www.content10x.com/349
• Episode 350 (Part 3): How to Enable Employee-Led Content Without Forcing It: https://www.content10x.com/350
• 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

In this first episode of 2026, Amy Woods makes the case for one word that should guide your B2B content decisions this year: intent.

Because while AI has made it easier than ever to publish at speed, a volume-first approach often creates content that is lacking purpose and feels generic (and gets ignored).

Amy explores why audiences show up with different mindsets on different platforms, why one-size-fits-all repurposing rarely works, and how getting clearer on your intent (engagement, clicks, DMs, shares, leads) helps you create content that performs better - and feels more natural to make.

If you want a smarter content repurposing strategy in 2026, start here.

Find out:

1. Why not all content works everywhere (and why that should never be the goal)
2. How platform intent changes audience behavior (even when it’s the same person)
3. How to repurpose the same idea in different ways without copy/pasting across channels
4. Tips for matching your marketing intent to platform intent so you measure success properly
5. How three simple questions can improve your content decisions instantly

Important links & mentions:

1. Blog post related to this episode: https://www.content10x.com/347
2. Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
3. Content 10x: https://www.content10x.com/
4. 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

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. 

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