There's a lot of advice out there about getting found by AI, and most of it starts and ends with your website. Structured data, page structure, authoritative content. That advice isn't wrong in any way, it's just incomplete.

In this episode, the first of a three-part miniseries, host Amy Woods looks at what's changed in how B2B buyers search, and why getting cited by AI depends on more than a well-optimized page.

Buyers are increasingly turning to ChatGPT, Claude, and Perplexity for answers instead of scrolling through search results, and Google is leaning further into AI-generated summaries and it’s AI-mode (which is basically GEO). Ranking on page one of SERPS used to be the goal. Getting cited by AI is quickly becoming the new one, and it works by a different set of rules.

Find out:

• Why buyer search behavior has shifted away from traditional Google results
• The difference between ranking for search and getting cited by AI
• The technical SEO advice everyone's giving (schema, E-E-A-T, page authority), and why it's good but incomplete on its own
• What AI is looking at beyond your website when deciding who to cite
• Why content repurposing has become an authority-building strategy, not just an efficiency one

Important links & mentions:

• Blog post about this episode
• Get Found by AI: The B2B Checklist (free download)
• Zero-Click, AI Search, and the Last-Click Attribution Trap: What B2B Marketers Need to Know with Amanda Natividad
• B2B content strategy series on YouTube
• Amy on LinkedIn
• Content 10x
• 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

B2B brands spend a lot of time trying to stand out, but taking a genuinely funny approach can still feel like a risky move. Luke Winter doesn't see it that way. For the Founder & Creative Director at Deadpan Agency, comedy works best when it starts with the same things as any serious B2B campaign such as audience pain points and business goals.

In this episode, Amy Woods sits down with Luke to explore how comedy fits into B2B marketing, from the creative process behind Deadpan's campaigns to the challenges of getting buy-in for work that takes a few more creative risks. One of those campaigns happens to be for a client Deadpan and Content 10x share, Vector.

Vector's comedy campaign became one of Deadpan's strongest case studies: a 33% lift in branded search, a 22% increase in demo requests, and a 44% increase in pipeline, all repurposed from a single shoot into dozens of pieces of content.

Luke walks through exactly how that campaign came together, and what it took to get there.

Find out:

• Why Luke thinks comedy has a proper place in the B2B sales cycle, particularly when a brand is trying to get on an audience's radar
• How a very ordinary problem for their client, Free Agency, became the idea for the "Bullshit Filter" campaign
• What Luke looks for when deciding whether a comedy idea will make people recognize themselves in the campaign rather than simply watch a brand trying to be funny
• Why Deadpan gives clients several campaign directions across a scale from "fun" to more unhinged
• The low-risk way for B2B brands to start experimenting with comedy before committing to a full campaign

Important links & mentions:

• Blog post about this episode
• Luke Winter on LinkedIn
• Deadpan Agency
• Vector Series A Video
• Deadpan’s Vector Case Study
• Content 10x
• Amy on LinkedIn
• Amy’s 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 if a single day of event sponsorship could give your content team six months of material?

That's what happened when UserEvidence sponsored an on-site podcast studio at an industry event and used the opportunity to create a whole series of conversations with B2B marketers. It's also the story that brought their Director of Content Marketing, Jillian Hoefer onto the podcast in the first place. Amy had been following her on LinkedIn for a while, and when Jillian posted about the repurposing play in detail, it was enough to ask her on the show to walk through it properly.

But the interesting part isn't just how much content came out of it. It's how deliberately the team planned for what those conversations could become, well before anyone hit record.

In this episode, Amy Woods sits down with Jillian to break down the thinking behind it: choosing a clear thesis, finding the right people, making the ask, preparing guests, and leaving enough room for the unexpected.

Find out:

• How sponsoring someone else's event can generate months of content
• Jillian's four-step framework for turning one event sponsorship into a genuine content engine
• How a topic-led invitation helped secure interviews with busy B2B marketers, including people who'd never been on a podcast before
• Why Jillian maps 80% of her content plan before an event even starts, and deliberately leaves the rest open
• The content assets B2B teams often forget to plan for, including sales enablement resources

Important links & mentions:

• Jillian Hoefer on LinkedIn
• UserEvidence
• Amy on LinkedIn
• Content 10x
• Amy’s 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