What does it take to build a B2B podcast that people actually want to listen to, in one of the most crowded content spaces out there?

Producing a show with personality and purpose is the best way to spark interest, gain repeat listeners, and get people talking about your brand.

In this episode, Amy sits down with Jess Cook, VP of Marketing at Vector, to talk about their fantastic podcast, This Meeting Could Have Been a Podcast – a show that we have the pleasure of working on at Content 10x.

From scrapping the original concept to building a LinkedIn presence that's become a genuine awareness magnet, Jess shares how personality, specificity, and a smart content strategy combine to make a show that really stands out.

Find out:

1. Why Jess scrapped the original podcast concept and started over from scratch
2. The show's purpose: arming marketing leaders with how to have better conversations with their CEOs and solve problems
3. How she named every episode like a Seinfeld script - and why that specificity works
4. The decision to record in-person and how it transforms chemistry and production quality
5. How LinkedIn personal branding has become Vector's most powerful awareness channel
6. How encouraging the whole team at Vector to post has amplified their reach
7. The planned and surprise benefits of a strong B2B podcast
8. How 'Vector-on-Vector' — using their own platform in their own marketing — has become their best proof point
9. What's coming next for Vector in 2026, including the “Ghost Tour Tour” and season 3 of the show

Important links & mentions:

1. Jess on LinkedIn: https://www.linkedin.com/in/jesscook-contentmarketing/
2. Josh on LinkedIn: https://www.linkedin.com/in/joshuaperk/
3. Vector’s Website: https://www.vector.co
4. Vector’s podcast This Meeting Could’ve Been A Podcast: https://vector.transistor.fm/people/jess-cook
5. Vector episode Josh Overthrows Jess and Gets Cancelled: https://vector.transistor.fm/episodes/josh-overthrows-jess-and-gets-canceled
6. Content 10x Podcast Episode 302: How to Maximize Content with a Small Team with Jess Cook: https://www.content10x.com/302
7. Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
8. Content 10x: https://www.content10x.com/
9. 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

People trust people over one-size-fits-all messaging and logos.

Today’s business buyers and decision-makers want to know the people behind the brand. That’s where the growth and connection happen.

In this episode, which is part four of a four-part miniseries, host Amy Woods sits down with Sarah Goodall, CEO & Founder of Tribal Impact, to discuss the importance of gaining cultural buy-in for employee-led content to make a real long-term impact.

In this conversation, we discuss:

• Why people trust content from their peers over traditional brand messaging.
• The importance of building and nurturing employee trust
• Why today’s buyers and consumers want to know the person behind the brand
• How to measure growth ‘what good looks like’ with employee-led content
• The reasons why you should view LinkedIn as a networking platform instead of a marketing platform
• How to shift your cultural mindset and treat your employee-led program as a sustainable initiative, not a one-off campaign

Important links & mentions:

• Our main series blog post on ‘Why Employee-Led Content Is the Biggest B2B Advantage in 2026’: https://www.content10x.com/why-employee-led-content-is-the-biggest-b2b-advantage-in-2026/
• Sarah on LinkedIn: https://www.linkedin.com/in/sarahgoodall/
• Tribal Impact’s Website: https://www.tribalimpact.com
• 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

Each of your employees is a potential content marketing, brand-building, lead-generating goldmine.

But to tap into this opportunity, you need to move away from using a one-size-fits-all strategy.

In this episode of The Content 10x Podcast, host Amy Woods talks about why it’s important to give up some control, avoid using the same approach for everyone, and help employees show up online in a genuine way.

Amy shares why it’s better to ditch forced formats and scripts, discusses ways to build trust with different messages, and explains how to set up systems that empower unique voices to show up in multiple ways.

If you want to add employee-led content to your brand strategy, this episode is for you! But before you jump in, check out episodes 348 and 349 for part one and part two of our content deep dive.

Find out:

• What types of content and messaging work best on LinkedIn
• How to help employees feel confident posting online
• How to create systems that support employee content at scale
• Where to find inspiration for LinkedIn posts
• Why it's important to analyze what is getting attention online

Important links & mentions:

• Episode 347: Why Not All Content Works Everywhere (And Why That’s a Good Thing) https://www.content 10x.com/347
• Episode 348 (Part 1): Why Employee-Led Content is the Biggest B2B Advantage https://www.content 10x.com/348
• Episode 349 (Part 2): How to Build an Employee-Led Content System That Actually Works https://www.content 10x.com/349
• 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

When companies invest in employee-led content they must not treat it as a short-term campaign – that’s a recipe for disappointment.

This episode directly follows on from our last episode, Why Employee-Led Content Is the Biggest B2B Advantage in 2026. Host, Amy Woods, moves from why people-led content matters to how to implement it properly. The conversation centers on employee-led content and how to build it in a way that lasts.

Amy explains the differences between employee activation on LinkedIn, employee-generated content, and employee advocacy. She also covers how these pieces fit together without forcing people to post or stripping out their voice.

If you’re thinking about building a content strategy that expands your brands reach and facilitates authentic connections, this is a great place to start.

Find out:

• What an employee activation program on LinkedIn looks like in practice
• How to identify the right employees to take part and represent your brand
• Why the first 3-6 months are often messy (and why that’s normal)
• What to measure early on, and what takes longer to have an impact
• What employee-generated content and employee advocacy looks like in practice
• How employee-led content can extend beyond LinkedIn into podcasts, events, and interviews

Important links & mentions:

• Episode 348 (Part 1): Why Employee-Led Content Is the Biggest B2B Advantage in 2026: https://www.content10x.com/348
• Episode 350 (Part 3): How to Enable Employee-Led Content Without Forcing It: https://www.content10x.com/350
• Episode 343: Why Smart Companies Are Investing in Their Leaders’ Personal Brands with Ash Jones: https://www.content10x.com/why-smart-companies-are-investing-in-their-leaders-personal-brands-with-ash-jones/#
• Get the Most Out of Your Guest Appearances: https://www.content10x.com/repurpose-appearance/
• The Ultimate Guide to Impactful Video Interviews: https://www.content10x.com/interview-guide/
• 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

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:

• Episode 349 (Part 2): How to Build an Employee-Led Content System That Actually Works: https://www.content10x.com/349
• Episode 350 (Part 3): How to Enable Employee-Led Content Without Forcing It: https://www.content10x.com/350
• 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