Episodit
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What are today’s top marketers aligned on?
Across 15 episodes of B2B Content Strategist season 2, some key themes came up over and over.
In this final episode of the season, host Amy Woods talks with content strategist at Convince & Convert and a good friend of Content 10x Anna Hrach, about some of these pertinent topics. They discuss the general attitude towards AI, its positives and negatives, as well as the huge potential of B2B podcasting, outsourcing, doing more with less and lots more.
Our host Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
AI: what’s worrying marketers most The B2B content with the biggest potential Top tips for streamlining systems and processesImportant Links & Mentions
Anna on LinkedIn https://www.linkedin.com/in/annahrach/ Social Pros podcast https://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/ B2B Content Strategist Season 2 https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/
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When you have a B2B enterprise sales cycle, where you're selling to a mid to enterprise level company, not only does the source of your content need to be more strategic, it also needs to be more thought leadership focused, because the sales cycles are so long.
So how do you switch up your entire content strategy when moving from selling B2B enterprise level to B2B ecommerce?
Scott Logan, Chief Marketing Officer at Kronologic has led his team on this journey and shares his knowledge on what it takes to successfully transition on this episode of B2B Content Strategist. He also talks about the type of content that makes the fastest impact, the inspiration behind his Making Fun of Marketing podcast and how AI is fitting into his busy workflow in the most helpful ways. He also provides tips for utilizing in-house resources when budgets are tight and lots more, so let’s dive in….
Our host Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
Differences between content for enterprise and ecommerce Where to apply B2C tactics in B2B How to utilize in-house talent when budgets are tightImportant Links & Mentions
Scott on LinkedIn https://www.linkedin.com/in/scottjlogan/ Making Fun of Marketing Podcast https://podcasts.apple.com/us/podcast/making-fun-of-marketing/id1673785229 Kronologic https://www.kronologic.com/ Content 10x: https://www.content10x.com/
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How do you adjust your approach when moving from a vertical marketing approach to horizontal? This is what Ronnie Higgins experienced when starting his current role as Director of Content at OpenPhone.
Ronnie joins the show to talk about marketing strategy, their AI policy and his determination to avoid what he refers to as a ‘gray goo of content’ that has been just further exasperated since the arrival of AI.
Ronnie also shares some brilliant thoughts on SEO strategy, what makes high-value content, the importance of conceptual, strategic and tactical layers in B2B SaaS content, and lots more.
Our host, Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
The best content to outsource Why we are experiencing a ‘gray goo’ of content The importance of creating content holisticallyImportant Links & Mentions
Ronnie on LinkedIn https://www.linkedin.com/in/ronniehiggins/ OpenPhone https://www.openphone.com/ AudiencePlus https://saas.audienceplus.com/ Content 10x: https://www.content10x.com/
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How do you use content to encourage a love of learning and help people overcome challenges in learning? In this episode of B2B Content Strategist host Amy Woods talks to Charles Hague, Head of Product Marketing, and Katherine Threadgold, Head of Brand at Glean, which is a personal study tool.
They both join the conversation with their different perspectives on being a challenger activist brand, developing brand awareness, how Glean reach their student-aged target market and the platforms that they have found most successful for that.
Katherine and Charles both share thoughts on AI and how they are using it to drive consistency and increase capacity, and the impact customer stories can have - not only externally as testimonials, but internally within the organization too.
Our host Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
Creating community enriched content Where AI can be most effective for content marketing The best use cases for social proofImportant Links & Mentions
Katherine on LinkedIn https://www.linkedin.com/in/katherinehamilton1/ Charles on LinkedIn https://www.linkedin.com/in/charles-hague-b4728b147/ Glean https://glean.co/ Content 10x: https://www.content10x.com/
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Iteration is so important in content and customer marketing. It’s easy to quickly move onto the next case study, the next campaign or the next project, but the key to success lies in customer journey mapping. In this episode of B2B Content Strategist, we chat with our first customer marketing leader of the series, Leslie Barrett, who is the Senior Director of Customer Marketing at gifting company Sendoso.
Leslie joins host Amy Woods to chat about her vision for customer marketing at Sendoso, as well as her personal passion project aimed at helping customer marketers get started. She also shares the importance of customer journey mapping, why she is loving ChatGPT and putting the fun back into marketing.
Our host Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
The three roles of customer marketers The customer journey mapping process The importance of case studiesImportant Links & Mentions:
Leslie on TikTok https://www.tiktok.com/@cmasoulmate CMA Soulmate on Substack https://cmasoulmate.substack.com/ Leslie on LinkedIn https://www.linkedin.com/in/leslieBarrett0821/ Content 10x: https://www.content10x.com/
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Giving away high value content for free on platforms you don’t own, such as LinkedIn and Medium, is an important part of an educational content strategy, but, as Ciarán Regan, Global VP of Marketing at LearnWorlds explains on this episode of B2B Content Strategist, the key to success is ensuring that free content is very specific. It needs to speak directly to your customers’ pain points, have a unique angle and a strong POV.
Ciarán is as passionate about continuous learning as he is about marketing, making his current role ideal! In this conversation with host Amy Woods he shares their three-pillar approach to content marketing, how they create content for both owned and non-owned channels and the one key piece of advice he would give to any new marketing professional.
Ciarán has a wealth of experience in content marketing and in this episode, he provides some excellent advice, insights and useful takeaways.
Our host Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
Ciarán’s thoughts on AI and what it can offer Why ‘hub and spoke style’ content works so well (and what we mean by that!) What it means to be channel agnostic and why it worksImportant Links & Mentions
Ciarán on LinkedIn https://www.linkedin.com/in/ciaranregan/ Lunio https://lunio.ai/ Content 10x: https://www.content10x.com/
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How do you successfully create a category AND remain the leader of said category?
We invited Thomas McGrath, Director of Content, Digital Marketing & PR at Nexthink, onto B2B Content Strategist, where he shares how Nexthink created a brand-new category – Digital Employee Experience (DEX).
Thomas delves into the good, the bad and the ugly of category creation, his thoughts on how AI will impact the future of B2B content and behind the scenes of Nexthink’s content creation processes.
Our host Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
Nexthink’s content processes and how they prioritize Why podcasts are the way forward for B2B teams How Nexthink got their certification course in front of the right peopleImportant Links & Mentions
Nexthink: https://www.nexthink.com/ Thomas on LinkedIn: https://www.linkedin.com/in/mcgraththomas/ Amy on LinkedIn: https://www.linkedin.com/in/amywoods2/ Content 10x: https://www.content10x.com/
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For so many, the job interview process is an awful one. Whether you’re the one asking the questions or answering them, it can be nerve-wracking all round, which is why this B2B Content Strategist guest is so passionate about being absolutely upfront and honest.
Interviewers should drop the poker face (it doesn’t do anyone any good), and give feedback on the spot, says Lusha’s Director of Content & Product Marketing, Inbar Yagur.
Inbar joins host Amy to talk about her journey to Lusha and the team that she has built there in three months, how they are testing and experimenting with AI, why it’s so hard to lock in on a definite key focus right now and why she values transparency so highly. Plus lots more.
Our host Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
Inbar’s motto ‘radical transparency in everything’ Her big fear when it comes to AI Building a content marketing engine from scratchImportant Links & Mentions
Inbar on LinkedIn https://www.linkedin.com/in/inbaryagur/ B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Content 10x: https://www.content10x.com/
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What do you get when you mix fun, pop culture topics with instructional, educational content about your product?
According to this B2B Content Strategist guest Bethany Fagan, Head of Content Marketing at PandaDoc, you get content that draws your audience back time and time again, entertaining and educating them, all while keeping your product top of mind for when they’re ready to make a purchasing decision. Sounds great, right?
In this episode, find out more about the systems and processes behind this successful strategy, how diverse personalities in a team helps push content forward, doing more with less, taking risks and lots more.
Our host Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
The best tools for a small team Creating successful ‘edutainment’ content Clever repurposing in the face of budget cutsImportant Links & Mentions
PandaDoc https://www.pandadoc.com/ Bethany on LinkedIn https://www.linkedin.com/in/bethanyfagan/ Amy on LinkedIn https://www.linkedin.com/in/amywoods Content 10x: https://www.content10x.com/
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To use an industry buzzword, Atlassian is a ‘highly-matrixed’ organization. This week’s B2B Content Strategist guest is their Director of Integrated Product Marketing, Ashley Faus.
In this video she speaks to host Amy Woods about her role – a mix of content, social, product marketing and developing early career. She also shares her experience around the systems and processes required to run her team smoothly, how they are incorporating and experimenting with AI and what she would do if she was presented with unlimited budget and no brief!
Our host Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Watch to find out:
How Atlassian manages marketing across multiple products Exciting (and humorous) AI experimentation in content marketing How to avoid a content marketing faux pasListen to the full conversation on B2B Content Strategist, where leading content marketers share their strategies for executing winning B2B content campaigns: https://www.content10x.com/b2b-content-strategist
👉 Optimize your content strategy with our end-to-end content repurposing service. Find the service to suit your organization at: https://www.content10x.com/services
🔴 Subscribe for more content on YouTube: https://www.youtube.com/channel/UCkE5D5LLJjz0mBRwNfU9FHQ?sub_confirmation=1
😀 Let’s connect:
Instagram: @content10x
Facebook: /content10x
LinkedIn: /in/amywoods2/
Twitter: @content10x
📕 Grab a copy of my book: https://www.content10x.com/book
✉️ Join hundreds of business owners, content creators and marketers and get content repurposing tips and advice delivered straight to your inbox every week: https://www.content10x.com/newsletter
#ContentMarketingStrategy #B2BContentMarketing #B2BContentStrategist
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AI – is it a content marketers friend or foe?
Chris Hutchins, Director of Content Strategy at 6Sense, believes AI can be our friend if we reframe our mindsets and use it, among other things, to optimize our strategies.
Chris joins host Amy Woods on this episode of B2B Content Strategist to discuss his thoughts on the huge impact of AI on content marketing, give us a glimpse behind the curtain at 6Sense’s content processes and provide tips for content writers.
Plus, Chris shares the importance of building trust and why he believes you can’t achieve content strategy perfection.
Host Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
How Chris optimizes and streamlines content processes at 6Sense Why AI is not the enemy and how content marketers can use it When to keep things in-house and when to outsourceImportant Links & Mentions
6Sense: https://6sense.com/ Chris on LinkedIn: https://www.linkedin.com/in/jchutchinswriter/ Amy on LinkedIn: https://www.linkedin.com/in/amywoods2/ Content 10x: https://www.content10x.com/
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For a lot of B2B tech marketers, the overarching content strategy for the foreseeable is rooted in efficiency. How can we do more with what we have? In the face of a looming recession, this has become more relevant than ever and the importance of knowing where your customers are and the different ways they consume content is imperative.
Joining host Amy Woods to talk about this element of his content marketing strategy, is Tom Rennell, Senior Content and Comms Manager at Adverity. They talk about his ‘putting chaos in boxes’ approach (it makes perfect sense, we promise!), the exciting opportunities presented by AI, truly understanding how content contributes to the company’s bottom line and the joy to be found in really good folder systems and naming conventions!
Our host, Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
The different ways to measure brand awareness Why AI means we need to be producing better content The power of research reportsImportant Links & Mentions:
Adverity: https://www.adverity.com/ Adverity on Medium.com: https://medium.com/adverity Adverity on LinkedIn: https://www.linkedin.com/company/myadverity/ Tom on LinkedIn: https://www.linkedin.com/in/tomrennell/ Content 10x: https://www.content10x.com/
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Are you the number one advocate in your company for awareness marketing? Because content marketing isn’t always about leads, right? It’s also about people engaging with your content, clicking on your links and refilling the top of that funnel.
In this episode, guest Katie Ryan O’Connor, VP Content at Okta, and host Amy Woods discuss awareness marketing and how important it is to be vocal about the power of engagement. They also talk about taking bigger content bets, without burning people out, the tools Katie and her team use to scale content and why Okta's annual conference is the perfect setting for a great reality TV show!
Our host, Amy Woods, is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
How, with the right team, you can achieve (pretty much!) anything Ways Okta’s using AI to take their content forward Why content and paid teams are the perfect collabImportant Links & Mentions
Katie on LinkedIn https://www.linkedin.com/in/katieryanoconnor/ Okta https://www.okta.com/ Content 10x: https://www.content10x.com/
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B2B organizations can be separated into two camps. Those born in the digital age and the others... These two camps approach marketing in different ways and, says Jason Bradwell, Founder of B2B Better – for the second group, there’s a need to evolve or they will become extinct.
Jason joins host Amy Woods on this episode of the B2B Content Strategist podcast to talk about helping companies rethink the status quo when it comes to their marketing strategies. They also discuss the best ways to make your content stand out from the crowd, how to streamline and optimize content, the results of integrating AI into daily processes, and lots more.
Our host, Amy Woods, is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
Why it’s important to rethink marketing in a digital age Systems and processes to support consistent content output How to stand out in a sea of samenessImportant Links & Mentions
Jason on LinkedIn https://www.linkedin.com/in/jasonbradwell/ B2B Better Podcast https://www.linkedin.com/company/b2b-better-podcast/ Karaoke on LinkedIn https://www.linkedin.com/company/hellokaraoke/about/ Content 10x: https://www.content10x.com/
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The way people buy in B2B has changed massively over the past few years. But are marketing strategies keeping up?
Not according to Chris Walker, CEO of Refine Labs, who believes that the traditional organizational structure, division of responsibilities, and process for budgeting/planning is failing B2B companies.
He chats with host Amy Woods about the ways that the buyer journey has changed and how he and his team are challenging the current reality of B2B marketing and sales. He also talks about the marketing strategy at Refine Labs and the rapid growth of his own personal brand and lots more.
Our host, Amy Woods, is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
In this episode find out:
Why and how the B2B buyer journey has dramatically changed How Refine Labs repurpose live events and podcasts Chris’s secret to LinkedIn successImportant Links & Mentions
Refine Labs https://www.refinelabs.com/ Chris on LinkedIn https://www.linkedin.com/in/chriswalker171/ Chris on TikTok: https://www.tiktok.com/@chriswalker171Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ Content 10x: https://www.content10x.com/
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What is the best way to make your small marketing team look big and credible… like you’re out there doing all the things? Repurposing, of course!
When people think your team is bigger than it is, it’s a huge compliment and means your repurposing is working.
In this first episode of the second season of B2B Content Strategist, host Amy Woods speaks to LASSO’s Head of Content Jess Cook about her new role, her strategy to cement LASSO as main thought leader in the events industry and how repurposing is an integral part of that. They also cover the recurring processes she is streamlining and optimizing within her team right now.
Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Find out about:
Jess’ strategy to grow a niche SAAS brand into an industry leader How to streamline processes to reach the right audience Incorporating AI while still injecting humanity into your contentImportant Links & Mentions
LASSO.io https://www.lasso.io/ That’s Marketing Baby https://www.thatsmarketingbaby.com/ Jess on LinkedIn https://www.linkedin.com/in/jesscook-contentmarketing/ Content 10x : https ://www.content10x.com/
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Amy Woods revisits key moments from season one of B2B Content Strategist in this special finale episode. She reflects on the trends and topics discussed throughout the season and brings together some of the top insights from leading content marketers.
Amy is the CEO and founder of Content 10x, the longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses worldwide.
Find out:
How different-sized marketing teams find success with campaignsWhy SEO is so effective for B2B brandsWhat content type B2B marketers should invest in to maximize their outputImportant Links & Mentions
B2B Content Strategist: https://www.content10x.com/b2b-content-strategistContent 10x: https://www.content10x.com/
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There are a multitude of ways to scale a SaaS brand. But could building strong customer connections be the key to long-term retention and more impactful growth?
Brendan Hufford is the founder of Growth Sprints and SEO for the Rest of Us as well as former Growth Content Marketer at ActiveCampaign, a software platform combining email marketing, CRM categories, and more.
Host, Amy Woods, is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
In this episode, Brendan details how to create content that constructs strong relationships with customers, why he takes a partnership approach to outsourcing, and more invaluable insights from his growth marketing career.
Find out:
• Why focusing on certain KPIs could be a mistake
• How to keep your customers close – and retention rates high
• The top tool that Brendan recommends to all content marketers
Important Links & Mentions
• Brendan’s website: https://brendanhufford.com/
• Brendan’s LinkedIn: https://www.linkedin.com/in/brendanhufford/
• ActiveCampaign: https://www.activecampaign.com/
• Growth Sprints: https://growthsprints.co/
• SEO For the Rest of Us: https://seofortherestofus.org/
• Gong: https://www.gong.io/
• SparkToro: https://sparktoro.com/
• Content 10x: https://www.content10x.com/
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B2B content marketing has aggressively evolved in the past two years, but how can B2B marketers continue to develop their strategies? Anna Hrach shares her insights in this episode.
Anna is a Senior Strategist at content marketing consulting and social media strategy agency, Convince & Convert. Specializing in digital marketing, Anna helps brands develop and refine marketing strategies that get results.
Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Anna and Amy discuss what’s working in B2B digital marketing right now, what content formats B2B brands should invest in, and the mistakes marketers need to avoid.
Find out:
Where B2B marketers go wrong with contentThe one common trait successful content marketing teams shareWhy video podcasting is increasingly valuable for content marketersImportant Links & Mentions
Anna’s LinkedIn: https://www.linkedin.com/in/annahrach/ Convince & Convert: https://www.convinceandconvert.com/ Think with Google: The Messy Middle: https://www.thinkwithgoogle.com/intl/en-gb/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/ SparkToro: https://sparktoro.com/ Meltwater: https://www.meltwater.com/en Content 10x: https://www.content10x.com/
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Any brand can say they’re “the best” at something. But revenue intelligence platform, Gong, aims to be recognized for a different KPI.
In this episode, Gong’s Head of Content Strategy, Devin Reed, joins Amy Woods to discuss the content strategy that’s helping Gong stand out from the SaaS crowd.
Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.
Devin shares how his sales experience has impacted his marketing approach, his content wins and mishaps, and his advice for content marketers with limited time on their hands.
Find out:
The role of outsourcing in helping Gong scaleThe blog post idea that turned Devin’s sales-content perspective upside downWhat happened when Devin’s content prank worked TOO wellImportant Links & Mentions
Gong: https://www.gong.io/ Devin’s LinkedIn: https://www.linkedin.com/in/devinreed Devin’s newsletter, The Content Strategy Reeder: https://newsletter.thereeder.co/ PathFactory: https://www.pathfactory.com/ Content 10x: https://www.content10x.com/
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