How To Build Strong Customer Connections Through Content With Matt Cluney B2B Content Strategist podcast

31:18

What makes content worth repurposing? According to Catherine Censor, Principal and Content Strategist at Cerity Partners, it all comes down to one thing: substance. In this episode, Catherine shares why she’s format-agnostic when it comes to content – and how solid thinking, originality, and clarity are what truly set repurposable content apart. We also explore how she uses AI tools like ChatGPT to repackage ideas, the importance of maintaining quality over quantity, and how her editorial roots continue to influence her B2B approach. Find out: Simple questions to ask before repurposing any content A checklist to evaluate whether your content is useful, unique and has real substance How AI tools can support repurposing without replacing original thinking How tools like Grammarly can support editorial consistency Why the future of B2B content lies in quality and differentiation, not shortcuts and quick wins Important Links & Mentions Catherine on LinkedIn https://www.linkedin.com/in/catherine-censor/ Cerity Partners https://ceritypartners.com/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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How to Use AI to Level-Up Your B2B Marketing with Myles Carter 39:04

28 giorni fa39:04

39:04

What’s the best way to run a lean content team in a fast-growing company? For Myles Carter, Senior Director of Content Marketing at Trolley, it involves wearing many hats, building repeatable systems, and knowing when to call in extra support. In this episode, Myles shares how he’s experimenting with outsourcing, why he sees big content assets like white papers as powerful repurposing tools, and how tools like ChatGPT and Descript have become useful additions to his workflow – helping him refine ideas faster and expand his skill set in areas like video editing. Find out: How to approach outsourcing in a way that complements your in-house team Why big, high-effort content is still worth it (when you repurpose it well) How AI tools can support content marketers – without replacing them Why video editing is easier than ever thanks to tools with AI features like Descript Important Links & Mentions Myles on LinkedIn https://www.linkedin.com/in/mylesdcarter/ Trolley http://trolley.com/ Expert Interview 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/324/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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Finding the Story in B2B Content Marketing with Camille Trent 36:29

8 weeks fa36:29

36:29

Every piece of content has a story – you just need to know where to look. Our previous awesome client, Camille Trent, now Content Marketing Lead at Auror, joins Amy Woods to talk about how to find the most valuable stories in B2B marketing. She shares how her team is refining Auror’s messaging to communicate complex topics clearly, how she approaches content repurposing in a fast-growing company, and why a simple misheard word led to one of her most memorable marketing campaigns! Find out: How to recognize the story in data, reports, or conversations Why defining shared language is critical when marketing complex topics The balance between in-house content creation and outsourcing—what works best where How Camille’s team approaches content repurposing from trade shows and events Why AI is useful for summarization but still falls short in storytelling Important Links & Mentions Camille on LinkedIn https://www.linkedin.com/in/camillehansentrent/ Auror https://www.auror.co/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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Why B2B Content Needs to Be More Experiential and Relational with Megan Eales Monroe 34:22

9 weeks fa34:22

34:22

Are you treating content as a commodity or as an opportunity to build real connections? In this episode, host Amy Woods sits down with our awesome client, Megan Eales Monroe, Senior Manager of Marketing Content at AppFolio, to talk about why the most successful B2B brands are changing their focus to experiential and relational content – and how her team is putting this into practice. Megan also shares how repurposing live events, balancing in-house vs outsourced content, and building credibility in a complex industry have helped her team create content that resonates. Find out: How Megan built AppFolio’s content team from a one-person operation to a team of five Why shifting from ‘content as a commodity’ to ‘content as an experience’ will set brands apart How live events and real-time moments can fuel long-term content strategies The balance between in-house content creation and outsourcing Where AI fits into content marketing – and what it can’t replace Important Links & Mentions Megan on LinkedIn https://www.linkedin.com/in/megancmonroe/ AppFolio https://www.appfolio.com/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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Building a Demand Generation Strategy for High-Quality Leads with Hannah Forson 37:02

10 weeks fa37:02

37:02

A strong demand generation strategy that delivers long-term growth isn’t built overnight. Our guest, Hannah Forson, Sr. Demand Generation Manager at BambooHR, joins Amy Woods to explore how she leads a team that drives high-quality leads in an inbound-only sales motion. Hannah shares her insights on balancing in-house expertise with outsourcing, the power of webinars for repurposing, and why B2B marketing is starting to look a lot more like B2C. She also discusses how AI is shaping content planning and why demand gen strategies should always be built with the long game in mind. Find out: Why long-term thinking is key to demand generation success (and how to manage expectations) How to determine what stays in-house and what to outsource Why external vendors should be seen as strategic collaborators, not just service providers Why webinars are one of the best content formats for repurposing How AI can enhance content planning without replacing human creativity Why personalization and storytelling are becoming non-negotiable in B2B marketing Important Links & Mentions Hannah on LinkedIn https://www.linkedin.com/in/hannahforson/ BambooHR https://www.bamboohr.com/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/ BambooHR Case Study https://www.content10x.com/case-study-bamboohr/…

B2B Content Strategist

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How to Build Strong Customer Connections Through Content with Matt Cluney 35:25

11 weeks fa35:25

35:25

How do you develop marketing strategies that speak to both homeowners and businesses in a genuine way? Host Amy Woods talks with Newrez Chief Marketing Officer, Matt Cluney, about the steps his team takes to understand their audience before any campaign gets off the ground. Matt shares how his team is organized, why written content is still vital for homeowners, and when outside specialists can strengthen your marketing efforts. Find out: Why a deep understanding of your audience shapes better marketing Which projects stay in-house and when it’s better to work with an external provider Why interviews with team members offer more opportunities for repurposing How AI supports content planning and speeds up large-scale feedback reviews What Matt learned from focusing on local expertise in a past B2B campaign Important Links & Mentions Matt on LinkedIn https://www.linkedin.com/in/matthewcluney/ Newrez https://www.newrez.com/ Newrez Wholesale https://www.newrezwholesale.com/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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Balancing Strategy and Storytelling in B2B Content Marketing with Paul Way 49:42

12 weeks fa49:42

49:42

Content marketing is changing fast, but some things remain the same. Quality still wins over quantity. Strategy still shapes success. And a strong, recognizable voice can make all the difference between content that connects and content that gets ignored. In this episode of B2B Content Strategist, host Amy Woods speaks with Paul Way, Content Marketing Director at Tipalti, about the importance of strategic thinking and storytelling in B2B content marketing. From his early days in journalism to leading high-performing content marketing teams at top global companies, Paul has seen content marketing from every angle. They discuss why brands often fall into the trap of producing too much, why a strong brand voice is a company’s biggest asset, and how content teams can avoid getting caught in a cycle of content for content’s sake. Find out: Why content overload weakens brand impact The role of strong leadership in content success How voice and storytelling set brands apart The shift toward specialized content roles Where AI fits in and where it doesn’t Why creativity still drives the best content How to stay focused on quality, not just quantity Important Links & Mentions Paul on LinkedIn https://www.linkedin.com/in/pkway Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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Driving B2B Growth as a Full-Funnel Marketer with Ciarán Regan 40:17

13 weeks fa40:17

40:17

What does it take to drive strategic B2B growth as a full-funnel marketer? Host Amy Woods welcomes back Ciarán Regan, Chief Marketing Officer at Bizzdesign, to share his approach. Since his first appearance on the podcast in 2022, Ciarán has stepped into a new leadership role at Bizzdesign, a Dutch enterprise software company helping global organizations in future-proofing their transformation journeys with their enterprise architecture solutions. In this episode, they discuss owning your niche, building a high-performing team, why webinars are perfect for repurposing, and how to strike the right balance between using AI and keeping things human. Find out: How Ciarán grew and structured the Bizzdesign marketing team Why product marketing is the backbone of a full-funnel marketing approach The ways webinars drive thought leadership and revenue Why webinars are integral and how to repurpose them for maximum impact The role of AI in the Bizzdesign marketing team Important Links & Mentions Ciarán on LinkedIn https://www.linkedin.com/in/ciaranregan/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ A Three-Pillar Approach to Content Marketing with Ciarán Regan https://www.youtube.com/watch?v=rNwAFtDr5pE B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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A New Playbook for an Old-School Industry with Mike D’Errico 38:07

14 weeks fa38:07

38:07

In old-school industries – think energy, manufacturing, or construction – people still value good old-fashioned human contact when it comes to marketing. It’s often the case that in-person engagement is valued far more than email newsletters or social media campaigns. For content marketers, this might mean the typical B2B marketing playbook has to be questioned – is that what our audience wants? But back-to-basics doesn’t necessarily mean straightforward or simple. In this episode, host Amy Woods talks with Mike D’Errico, Head of Marketing at ARIX Technologies. Together, they discuss how ARIX serves a more traditional sector like energy and why their approach holds value across industries. Find out: Why webinars are Mike’s favorite content to repurpose How to network in a traditional industry like energy Why the subject line of an email is 90% more important than the body The risks of overreliance on LLMs and how to ensure content writing stands out online Why “unicorn” writers don’t exist (and what to look for instead) How the TikTokification of LinkedIn is affecting the platform Important Links & Mentions Mike on LinkedIn https://www.linkedin.com/in/michael-derrico/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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Repurposing Blog Content 101 with Matt Crawford 27:28

15 weeks fa27:28

27:28

In-house or outsourced: where is the best place for your blog to be written? Both in-house and outsourced content have an important place in any B2B marketing team, but deciding which approach will yield the best results can be challenging. The benefits of in-house content can include deep product knowledge, brand consistency, and better customer insights. The benefits of outsourcing are often cost efficiency, specialized expertise, and flexibility. So which is better? In this episode, Content 10x Founder and Podcast Host Amy Woods speaks with Matt Crawford, Head of Content at NEXT Insurance. They discuss why detailed briefs are key when outsourcing content work, Matt’s favorite content management tools, and how AI figures into it all. Find out: Why AI will create ‘winners and losers’ How NEXT Insurance keep tabs on pain points affecting customers Why blog posts are Matt’s favorite type of content to repurpose Important Links & Mentions Matt on LinkedIn https://www.linkedin.com/in/mjcrawford1/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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Reverse-Engineering Content Repurposing with Shannon Howard 35:18

16 weeks fa35:18

35:18

Audiences have an appetite for authenticity more so than ever before. Adhering to content writing best practices is all well and good, but it can get formulaic. People want real stories and voices; they can smell insincerity a mile off. In this episode, host Amy Woods talks with Shannon Howard, Director of Customer and Content Marketing, Intellum. They explore the pros and cons of AI-generated writing, how Intellum uses strategic reviews to better understand their customers, and why research reports and webinars generate the most shareable content. 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. Find out: Shannon’s most memorable campaign, and how it went beyond Intellum and towards the industry at large How to reverse-engineer content repurposing The value of real stories and brands in an increasingly AI-dominated landscape The innovative tools used by Intellum, such as a custom-built Airtable Creating content that resonates with audiences, regardless of trends Important Links & Mentions Shannon on LinkedIn https://www.linkedin.com/in/shannonlagassehoward Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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Why Each Company Has a Singular Story, and How to Tell It with Martin Malloy 51:49

19 weeks fa51:49

51:49

Every company has a singular story to tell. It’s up to content marketers to find ways of retelling that story over and over again, to spotlight interesting takes and new angles. In this episode, Amy Woods talks with Martin Malloy, Senior Director of Content at Wealth.com. They explore how to craft compelling narratives that reinforce a company's core message while keeping content fresh and engaging. 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. Find out: The dangers of using AI as a crutch Why the ideal content format depends on the campaign Martin’s favorite repurposing tactics How Wealth.com are doing big things with a small team How to ensure content stays both timely and timeless Important Links & Mentions Martin on LinkedIn https://www.linkedin.com/in/martin-malloy-10162b7/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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Learnings Taken from Print to B2B Content Marketing with Luba Czyrsky 44:19

20 weeks fa44:19

44:19

From print journalism to digital content strategy, our guest Luba Czyrsky's journey is anything but conventional. She calls herself an 'accidental marketer,' a title earned when a pivotal move in 2004 led her into content marketing long before it became a buzzword. 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. Find out: Luba’s transition from print to digital and content strategy Why freelancers are key to maintaining flexibility Why your content team should speak to your metrics people Views on AI and balancing technology with the irreplaceable human touch How to use AI for content creation when working in asset management Important Links & Mentions Luba on LinkedIn https://www.linkedin.com/in/lubaczyrsky/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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The Importance of a B2B Content Brief with Neville Vyas 37:01

21 weeks fa37:01

37:01

A clear and precise B2B content brief is crucial for effective marketing strategies as it sets a clear foundation for a successful campaign. In this episode, host Amy Woods talks with Neville Vyas, Head of Marketing for Europe & APAC at Impax Asset Management. They explore how a well-defined brief can streamline collaboration, enhance campaign effectiveness, and ultimately drive better results. 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. In this episode: Neville shares insights into his role and global team structure The importance of clarity in communication and strategy Neville’s most memorable campaign and why it’s changed the way they work since Why asset management companies are cautious about embracing AI Neville’s three thoughts on the future of B2B marketing Important Links & Mentions Neville on LinkedIn https://www.linkedin.com/in/nevillevyas/ Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/…

B2B Content Strategist

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From Data to Demand – Innovative Content Campaigns That Drive Results with Katie Morley 38:54

22 weeks fa38:54