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

After 8 years and 345 episodes, what does it really take to build a sustainable B2B podcast?

In this milestone episode, co-hosts Amy Woods and Hayley Evans reflect on The Content 10x Podcast’s 8-year journey. Hayley asks Amy to share her 8 most important lessons learned from 8 years of consistent podcasting.

Amy reveals how the podcast started with clear goals; to build authority, establish thought leadership, and understand what Content 10x’s clients experience with their own podcasts. But as she shares in this conversation, it’s evolved into something much more significant.

This episode explores the realities of long-term content creation, from the critical importance of consistency to why repurposing has been essential for survival.

Amy also shares the challenges, the unexpected benefits, and what it really takes to maintain quality content production year after year.

Find out:

• Why Amy believes the podcast wouldn’t have survived 8 years without repurposing
• The reason Content 10x moved from weekly to biweekly episodes
• How “random acts of content” kill momentum and what to do instead
• Why a podcast is never just about content creation and the unexpected benefits
• How podcasting opened doors to speaking opportunities and partnerships
• Why maintaining high quality standards matters more than frequency
• The value of embracing and adapting to change
• Why investing in specialists beats trying to do everything yourself
• How podcasting became an unexpected L&D tool for professional growth

Important links & mentions:

• Blog post: https://www.content10x.com/345
• How to Win at AI Gen AI Search with Christopher Penn: https://www.content10x.com/310
• Learn more about The Content10x or book a call: https://www.content10x.com/services/
• 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

We trust leaders for their authenticity, so what happens when their words are written by AI?

In this solo episode, host and Content 10x founder Amy Woods reflects on her recent conversation with Ash Jones, founder of Great Influence and Great Leaders, and explores a new twist in the world of personal branding - the rise of AI tools that promise to “do it all” for you.

Shortly after the conversation with Ash, Amy came across a LinkedIn post promoting an AI platform that claims to study a CEO’s tone of voice, create their content, and even comment on posts on their behalf.

It raised an important question if your personal brand isn’t personal anymore… what’s left?

AI can make content faster. But leadership visibility isn’t about speed, it’s about sincerity.

In this episode, Amy shares her thoughts on where AI fits into personal branding, and where it doesn’t, plus how leaders and companies can balance efficiency with authenticity.

Find out:

• Why fully automating your personal brand completely misses the point
• The difference between human-supported and AI-generated leadership content
• The risks of outsourcing your voice completely and how to keep your leadership voice authentic, original, and human
• Where AI can play a useful role in the creative process

Important links & mentions:

• Blog post: https://www.content10x.com/344
• Why Smart Companies Are Investing in Their Leaders’ Personal Brands with Ash Jones: https://www.content10x.com/343
• What Should You Use AI in Content Marketing (And When You Should Avoid It)? https://www.content10x.com/when-to-use-ai-in-content-marketing/
• AI in B2B Marketing: What’s Working, What’s Failing and What’s Next: https://www.content10x.com/340
• 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

How can B2B companies turn their leaders into one of their most powerful marketing and employer branding assets?

Host, Amy Woods, is joined by Ash Jones for a second time on the podcast. Ash is the founder of Great Influence and Great Leaders and in this episode Amy and Ash explore the growing trend of leadership visibility and personal branding for leaders within organizations on LinkedIn.

Ash shares the story of how Great Leaders began, almost by accident, after working with Booking.com, and how the results from that project inspired a new model for companies looking to activate their senior teams on LinkedIn.

This conversation dives into why helping leaders build a personal brand isn’t a risk but instead it’s a strategic advantage, and what it really takes to make it work inside complex businesses.

Find out:

• The moment Ash realised leadership visibility was the next evolution of personal branding
• Why big organizations like Booking.com and Sky are investing in leadership voices
• The measurable business impact of activating leaders on LinkedIn
• How to balance company messaging with authentic personal expression
• Why the fear of “they’ll get headhunted” is an outdated mindset
• How to help senior leaders find confidence, consistency and real influence online
• Ash’s advice for “cracking LinkedIn” and what most people get wrong

Important links & mentions:

• Blog post: https://www.content10x.com/343
• Ash on LinkedIn: https://www.linkedin.com/in/ash-jones-85363975/
• Great Influence: https://greatinfluence.com/
• Great Leaders: https://greatinfluence.com/leaders
• 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

What types of content are B2B marketing leaders repurposing the most? Are they doing enough of it, and what’s holding them back?

In this episode of The Content 10x Podcast, hosts Amy Woods and Hayley Evans build on insights from 20 senior B2B marketing leaders interviewed on our sister show, B2B Content Strategist.

This time, Hayley interviews Amy to uncover the big themes that emerged around content repurposing and the future of B2B marketing.

Find out about:

• The most popular types of content to repurpose – from benchmark reports and white papers to webinars, podcasts, and panel discussions
• Why planning repurposing upfront delivers better results and avoids it becoming an afterthought
• The dangers of “checkbox repurposing” – and how to focus on quality and substance over volume
• How leading marketers are adapting to changing buyer journeys, new search behaviors, and the rise of AI-generated content
• The future of B2B content: authenticity, personalization, and why human voice and storytelling will matter more than ever

Important links & mentions:

• Hayley on LinkedIn: https://www.linkedin.com/in/hayleyevans888/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist: https://www.content10x.com/b2b-content-strategist/
• B2B Webinar Planning Playbook: https://www.content10x.com/webinar-guide/
• Creating and Repurposing B2B Research & Reports: https://www.content10x.com/330
• The Ultimate Guide to Impactful B2B Video Interviews: https://www.content10x.com/interview-guide/
• 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

How are top B2B marketing teams structured? What are their secrets and what do they outsource?

In this episode of The Content 10x Podcast, hosts Amy Woods and Hayley Evans, reflect on the big takeaways and learnings from 20 interviews with senior B2B marketing leaders on our sister show B2B Content Strategist.

Instead of Amy interviewing, Hayley turns the tables and interviews Amy to uncover the big themes that emerged.

Find out:

• How B2B marketing teams are structured (and how they stay lean yet agile)
• Cross-functional collaboration - where content teams fit in and how they work with sales, analytics, and other departments
• What gets kept in-house vs outsourced and how it’s a balancing act
• The importance of a good brief for all project and pieces of work, whether working with in-house teams or external partners

Important links & mentions:

• Blog post: https://www.content10x.com/341
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2
• Hayley on LinkedIn https://www.linkedin.com/in/hayleyevans888
• B2B Content Strategist Podcast: https://www.content10x.com/b2b-content-strategist/
• Episode 340 AI in B2B Marketing: What’s Working, What’s Failing, and What’s Next: https://www.content10x.com/340
• 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 hundreds 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