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/

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/

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/

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/

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/