In B2B marketing, the ability to create impactful content often hinges on the strength of your team and the strategies you implement. This first episode of Season 3 of B2B Content Strategist with Global Content Director Katie Morley, dives into the details of building effective content teams and the importance of a well-structured content strategy.

Listen to hear:

• Katie’s ideal team composition
• Practical advice on when to keep tasks internal and when to leverage external resources
• The importance of delivering high-quality, well-briefed assets to ensure consistency and effectiveness when outsourcing
• Katie’s favorite AI tools that she’s using at the moment and why she never uses them for writing
• Her most memorable campaigns and why they have had such a lasting impact

Important Links & Mentions

• Katie on LinkedIn https://www.linkedin.com/in/katieannemorley/
• B2B Content Strategist https://www.content10x.com/b2b-content-strategist/
• Social Pros podcast https://www.convinceandconvert.com/podcasts/shows/social-pros-podcast/
• Content 10x: https://www.content10x.com/

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 processes

Important 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/

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 tight

Important 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/

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 holistically

Important 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/

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 proof

Important 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/

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 studies

Important 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/

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 works

Important Links & Mentions

• Ciarán on LinkedIn https://www.linkedin.com/in/ciaranregan/
• Lunio https://lunio.ai/
• Content 10x: https://www.content10x.com/

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 people

Important 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/