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/

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/

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/

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/

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/

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/

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/

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/