Trust has always been one of the hardest things to earn in B2B marketing. As content volumes have increased, that challenge has only grown. When buyers are surrounded by more posts, more articles, and more opinions than ever before, it becomes harder to know who to believe and who to ignore.

In this episode of The Content 10x Podcast, Amy Woods talks through why people-led content is something you cannot afford to ignore in 2026. After years of higher output and faster production, and with AI making it easier than ever to scale, buyers are paying closer attention to who is speaking, not just what is being said. Experience, judgement, and credibility now carry more weight than polish.

This episode focuses on the ‘why’ behind people-led content – specifically employee-led content in B2B. Amy explores why trust feels harder to earn today, why human voices are starting to outperform brand-led messaging, and why this shift reflects buyer behaviour rather than a passing trend.

If you’re thinking about how to build credibility, engage your audience, and push your brand further without adding to the noise, this episode will help reframe how you approach visibility and trust in B2B marketing.

Find out:

• Why trust has become the real constraint in B2B marketing
• How AI-driven scale has changed expectations (and buyer skepticism)
• Why people now trust individuals more than brands
• What “people-led content” means in a B2B context
• Why this shift is unavoidable for brands that want to stand out in 2026

Important links & mentions:

• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• Content 10x: https://www.content10x.com/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

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.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

In this first episode of 2026, Amy Woods makes the case for one word that should guide your B2B content decisions this year: intent.

Because while AI has made it easier than ever to publish at speed, a volume-first approach often creates content that is lacking purpose and feels generic (and gets ignored).

Amy explores why audiences show up with different mindsets on different platforms, why one-size-fits-all repurposing rarely works, and how getting clearer on your intent (engagement, clicks, DMs, shares, leads) helps you create content that performs better - and feels more natural to make.

If you want a smarter content repurposing strategy in 2026, start here.

Find out:

1. Why not all content works everywhere (and why that should never be the goal)
2. How platform intent changes audience behavior (even when it’s the same person)
3. How to repurpose the same idea in different ways without copy/pasting across channels
4. Tips for matching your marketing intent to platform intent so you measure success properly
5. How three simple questions can improve your content decisions instantly

Important links & mentions:

1. Blog post related to this episode: https://www.content10x.com/347
2. Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
3. Content 10x: https://www.content10x.com/
4. Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

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.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

What happens when you plan your content strategy around the end result, but stay flexible enough to pivot when the data comes in? Amy Higgins, Senior Director of Content Strategy at Cloudflare, has mastered this approach.

In this episode, host Amy Woods sits down with Amy, an award-winning marketing leader with extensive experience building and scaling content teams that drive measurable impact across brand, demand, and thought leadership.

At Cloudflare, Amy leads a team producing everything from large-scale research reports to blogs, podcasts, and video content, turning one core asset into hundreds of derivative pieces across channels and regions.

In this conversation, Amy shares:

• How to plan a survey with the end content in mind
• Why cross-functional collaboration (product, sales, regional marketing, analysts) is essential for stronger insights
• How to stay flexible and adjust your plans based on what the data actually tells you.
• The unexpected benefits of prioritizing quality over volume, even if it reduces the dataset
• What to measure, and how, once your survey-based content starts going live

Important links & mentions:

• Amy Higgins on LinkedIn: https://www.linkedin.com/in/amywhiggins
• Amy Woods on LinkedIn https://www.linkedin.com/in/amywoods2/
• Content 10x: https://www.content10x.com/
• Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

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.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter