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/