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  • Zero-Click, AI Search and the Last-Click Attribution Trap: What B2B Marketers Need to Know with Amanda Natividad

    Zero-Click, AI Search and the Last-Click Attribution Trap: What B2B Marketers Need to Know with Amanda Natividad
    2026/08/27

    Zero-click content was a new concept when Amanda Natividad first joined our podcast back in 2022. Now, it may just be how marketing works.

    In this episode, Amy sits down with Amanda, Chief Evangelist at SparkToro, for her third appearance on the show, this time getting into AI search, a citation problem that's easy to overlook, and why last-click attribution might be overlooking your best customers.

    From why AI traffic is hiding in plain sight, to a story about an AI recommendation that went against everything a company's own homepage suggested, this one covers a lot of ground.

    Find out:

    • Why zero-click search has gone from 50% to 68% of Google searches since 2022, and why it's now the reality of search
    • What a ghost citation is and why it's becoming one of the trickier problems in AI search
    • The four GEO mechanics, and the two most B2B marketing teams still neglect
    • A genuinely surprising story about how an LLM recommended a product based on what Amanda needed, not how the company had positioned itself
    • Why last-click attribution may be costing companies their best customers
    • The one metric Amanda would replace last-click attribution with, and why it matters

    Important links & mentions:

    • Amanda Natividad on LinkedIn
    • SparkToro
    • Amanda's website and book: Zero-Click Marketing: How to Build Brands and Earn Customers on a Traffic-Starved Web
    • B2B Content Operations Benchmark (free)
    • Amy on LinkedIn
    • Content 10x website
    • 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.
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    44 分
  • The Sales and Marketing Relationship: Why Most Teams Get It Wrong and How to Fix It with Freya Ward

    The Sales and Marketing Relationship: Why Most Teams Get It Wrong and How to Fix It with Freya Ward
    2026/08/13

    Ever felt like sales and marketing are speaking two different languages, even when they're ultimately chasing the same goal– to help the business grow and succeed?

    Getting the two departments to work together is one of the more persistent challenges in B2B, and it shows up everywhere from content strategy to the CRM.

    In this episode, Amy Woods sits down with Freya Ward, Associate Managing Director at Headley Media, to unpack what causes friction between sales and marketing teams, and what a stronger working relationship looks like in practice.

    From reframing what "lead leakage" really means to a surprisingly simple way to use AI before a high-stakes meeting, Freya brings the perspective of someone who sits at the intersection of both departments every day.

    Find out:

    • Whether there's any truth to the old saying that marketing's job is to break sales, and sales' job is to break ops
    • The content that genuinely helps sales, and the content that tends to gather dust
    • What lead leakage looks like in practice, and why "not right now" isn't the same as "no"
    • The 95/5 rule, and why it changes how you should think about content
    • What marketing can learn from AI-powered sales calls, and where you still need human judgment
    • A really practical way to use ChatGPT or Claude before walking into a meeting with sales
    • And Freya's advice for building a stronger relationship between sales and marketing

    Important links & mentions:

    • Freya Ward on LinkedIn: https://www.linkedin.com/in/freya-ward-8a715725/
    • Headley Media: https://www.headleymedia.com/team/freya-ward/
    • Freya’s podcast: B2B Marketers: Off the Record
    • B2B Content Operations Benchmark (free)
    • Amy on LinkedIn
    • Content 10x website
    • 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
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    47 分
  • How to Measure Your B2B Content Strategy (Without Drowning in Data)

    How to Measure Your B2B Content Strategy (Without Drowning in Data)
    2026/07/23

    You built the strategy. You built the content. But can you prove any of it is working?

    A lot of B2B marketing teams can point to a full content calendar and a consistent publishing schedule, and still have no clear answer to that question. The numbers exist, dashboards get checked, reports get sent round. But there's a tougher question hiding underneath it all: does any of this connect back to something the business cares about?

    In part seven of our seven-part B2B content strategy series, Amy Woods gets into how to answer that, from choosing the right metrics for each stage of the buyer journey to knowing when to persist with a strategy and when to change it.

    Find out:

    • Why consistency, not strategy, is often the real problem when content stops delivering results
    • How to choose the right metrics based on your business goals, whether that's brand awareness, consideration, or conversion
    • The difference between vanity metrics and value metrics, and the one question that separates them
    • Why it’s okay if 50% of your marketing cannot be neatly attributed - this should not stop you as long as actions tie to business goals
    • How to diagnose whether underperforming content has a reach problem or a resonance problem

    Important links & mentions:

    • B2B Content Operations Benchmark (free)
    • B2B Content Strategist podcast - Season 3 Episode 18 with Jason Widup
    • Part 1 - What Is a B2B Content Strategy (And Why Does It Matter)?
    • Part 2 - How Do You Align a B2B Content Strategy to Business Goals?
    • Part 3 - How Does Competitor Analysis Fit Into Your B2B Content Strategy?
    • Part 4 - Can Your B2B Content Strategy Work Without Core Messaging and Positioning?
    • Part 5 - How to Choose Your B2B Content Channels and Formats
    • Part 6 - Content Repurposing and Distribution: Is Your B2B Content Working Hard Enough?
    • B2B content strategy series on YouTube
    • 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 with the Content10x Newsletter.

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    19 分
  • Why Content Repurposing and Distribution Should Be Built Into Your B2B Content Strategy

    Why Content Repurposing and Distribution Should Be Built Into Your B2B Content Strategy
    2026/07/02
    Some teams out there are sitting on more content than they realize. So, the problem isn't creation but what happens after.The pattern often looks something like this: a brief gets written, a draft gets approved, the content goes out, and then everyone moves on to the next thing. Distribution happens, but almost as an afterthought, a couple of social posts, maybe an email, and that's it.In this episode, part six of our seven-part content strategy series, Amy Woods tackles the part most teams leave until last. Repurposing and distribution.Spoiler: if your team's spending 80-90% of its time on creation and barely any getting that content seen, the balance is off. And it's worth fixing.This episode looks at the ins and outs of repurposing well, not cross-posting or checkbox marketing, but a genuinely strategic approach that's planned in from the start.Find out:Why repurposing isn't about copy-paste or checkbox marketingThe ratio of time B2B content teams should be spending on creation versus distribution, and why most have it backwardsHow to structure content into segments that make it easier to repurpose laterThe "zero moment of truth," and what it means for how many touchpoints your audience needs before they trust youHow repurposing connects back to your core messaging and positioning, and why misalignment shows up fastest when content gets repurposedWhere AI helps speed up repurposing, and where it doesn’tImportant links & mentions:Blog post for this episode: Why Content Repurposing and Distribution Should Be Built Into Your B2B Content Strategy Part one of the series: What Is a B2B Content Strategy (And Why Does It Matter)?Part two of the series: How Do You Align a B2B Content Strategy to Business Goals?Part three of the series: How Does Competitor Analysis Fit Into Your B2B Content Strategy?Part four of the series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?Part five of the series: Where Should Your B2B Content Live (and Where Should It Not?)Part 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)How Content Repurposing Can Help You Win the Zero Moment of TruthThe Ultimate Guide to Planning, Promoting and Repurposing B2B WebinarsB2B Webinar Planning PlaybookBamboo HR webinar repurposing case studyB2B content strategy series on YouTubeAmy on LinkedInContent 10x websiteAmy’s book: Content 10x: More Content, Less Time, Maximum ResultsAmy 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
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    25 分
  • How to Decide What B2B Content to Create and Where to Publish It

    How to Decide What B2B Content to Create and Where to Publish It
    2026/06/18
    Are your channel decisions rooted in strategy, or just habit?For some B2B marketing teams, the honest answer is somewhere in between. The channels accumulated over time. LinkedIn, because everyone is on LinkedIn. A podcast because a competitor had one. Instagram, because… optics?Before long, there’s a whole content operation built around platforms nobody consciously chose.In this episode, Amy Woods gets into a crucial part of a B2B content strategy: deciding where your content should live and where it should not.From the difference between owned and borrowed channels, to finding the sweet spot between where your audience is and where your team can show up consistently, this episode gives you a practical framework for making channel decisions you can stand behind and revisit regularly.Find out:Why spreading your content across too many platforms dilutes rather than buildsThe difference between owned and borrowed channels, and why it matters for your long-term strategyHow to find the sweet spot between where your audience is and where your team can show up consistentlyWhy platform-specific content outperforms cross-posting every timeHow audience intent and your own content intent should shape your format decisionsWhether your channel strategy should factor in the customer journeyHow many platforms to focus on for an effective B2B content strategyThe three questions to ask when auditing every channel you are already onImportant links & mentions:Blog post about this episodeWhy Not All Content Works Everywhere and That's a Good Thing Take the B2B Content Operations BenchmarkPart one of the series: What Is a B2B Content Strategy (And Why Does It Matter)? Part two of the series: How Do You Align a B2B Content Strategy to Business Goals?Part three of the series: How Does Competitor Analysis Fit Into Your B2B Content Strategy?Part four of the series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content StrategyPart 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)B2B content strategy series on YouTubeAmy on LinkedIn Content 10x websiteAmy’s book: Content 10x: More Content, Less Time, Maximum ResultsTimestamps:00:00 Intro: Publish smarter, not harder00:50 B2B Content Strategy Series intro and recap02:15 Avoid the trap of being everywhere03:46 Free B2B Content Operations Benchmark Assessment04:30 Where your content should live05:39 Owned channels vs borrowed channels07:16 Importance of being confident on a platform08:42 Why you should review your channels… and how10:34 Content formats: don’t try to do everything10:58 Audience intent12:58 Customer journey and content types14:08 Repurposing across the funnel14:41 How many platforms should you focus on?15:42 How to audit your current channels17:30 When to double down or leave a platform18:46 Key takeaways: focus over spread19:19 Series recap: what’s next19:54 B2B Content Operations Benchmark reminder20:32 Wrap upAmy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.
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    21 分
  • How Do You Build a B2B Content Strategy Around Clear Messaging and Positioning?

    How Do You Build a B2B Content Strategy Around Clear Messaging and Positioning?
    2026/06/04
    Is your messaging making you memorable, or just visible?You could have the best content engine in your industry, be publishing consistently across multiple channels, and focusing on quality. But if it isn't memorable, none of it sticks.Core messaging and positioning is one of those things that sounds simple until you try to do it well. If you asked ten people in your organization what you are all about and why customers should choose to work with you, would they all broadly answer in the same way?In most organizations, the answer is no.That inconsistency shows up everywhere. In your content, on your website, in sales conversations, and in ways that are hard to trace back to the source.In part four of our seven-part B2B content strategy series, Amy Woods digs into what messaging is, what goes into a messaging framework, and how to know whether yours is working for you.Find out:What messaging is and why consistency is what makes it stickWhether you can have a B2B content strategy without clear messagingThe five components every B2B messaging framework needsHow to define your messaging and positioning through internal conversationsHow to use your messaging framework on a daily basis, including how to embed it into your AI toolsThe signals that tell you your messaging is workingWhen to review your messaging and how to update it without doing a hard pivotImportant links & mentions:Blog post about this episode: https://www.content10x.com/357Part one of the B2B content strategy series - What Is a B2B Content Strategy (And Why Does It Matter)?: https://www.content10x.com/354Part two of the B2B content strategy series — How Do You Align a B2B Content Strategy to Business Goals?: https://www.content10x.com/355Part three of the B2B content strategy series — How Does Competitor Analysis Fit Into Your B2B Content Strategy?: https://www.content10x.com/356Part five of the B2B content strategy series: How to Choose Your B2B Content Channels and Formats https://www.content10x.com/358Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content StrategyPart 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)B2B content strategy series on YouTube: https://youtube.com/playlist?list=PLVwaHzx-z4d4Rcnrh2VsUN9d47rrdMypp&si=NjYvp1Ilo26KnIF3Amy on LinkedIn: https://www.linkedin.com/in/amywoods2/Content 10x website: https://www.content10x.com/Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)Timestamps:01:57 Free B2B Content Operations Benchmark Assessment02:35 What is messaging?03:44 Why a great content strategy can’t exist without clear messaging04:33 Who owns messaging?05:10 Core components of a messaging framework06:55 How to define messaging through internal conversations08:35 Where messaging shows up in real-world execution09:16 Opinionated content and category positioning10:38 Embedding messaging into AI tools and workflows11:09 How to know your messaging is working (or not working)13:08 Quantitative vs qualitative signals from customers and sales13:47 Revisiting and adjusting your messaging framework16:07 Recap and what’s next17:55 Wrap upAbout the host: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
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    18 分
  • How Does Competitor Analysis Fit Into Your B2B Content Strategy?

    How Does Competitor Analysis Fit Into Your B2B Content Strategy?
    2026/05/21
    Are you doing competitor analysis, or just keeping an eye on things?Many B2B content teams know they should be aware of their competitors. But awareness and analysis are two very different things.Done properly, it's one of the most powerful ways to find the gaps in your market, identify underserved audiences, and build a content strategy that genuinely sets you apart.In this episode, which is part three of our seven-part B2B content strategy series, we get into what competitor analysis really involves, how to do it effectively, and how to turn what you find into content decisions that help you stand out in a crowded marketplace.Find out:Why competitor analysis is about differentiation, not copyingThe four types of competitors worth tracking in your marketWhat to look at when you analyze competitors, from topics and messaging to SEO and lead gen contentThe tools and methods that make competitor analysis practicalHow to turn your findings into three clear content outputsWho should own competitor analysis, and how marketing and sales should work togetherImportant links & mentions:Take the B2B Content Operations Benchmark: https://www.content10x.com/benchmarkBlog post about this episode: https://www.content10x.com/356Part one of the B2B content strategy series — What Is a B2B Content Strategy (And Why Does It Matter)?: https://www.content10x.com/354Part two of the B2B content strategy series — How Do You Align a B2B Content Strategy to Business Goals?: https://www.content10x.com/355Part 4 of our B2B Content Strategy series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?: https://www.content10x.com/357Part 4 of our B2B Content Strategy series: How to Choose Your B2B Content Channels and Formats https://www.content10x.com/358Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content StrategyPart 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)SparkToro: https://www.sparktoro.comAmy 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, MaximumAbout the host: 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
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    18 分
  • How Do You Align a B2B Content Strategy to Business Goals?

    How Do You Align a B2B Content Strategy to Business Goals?
    2026/05/07
    Is your content strategy built around your business goals, or just your content calendar?Most B2B teams produce content consistently and put real effort into it. But when someone asks, “What’s this content doing for the business?” the answer isn’t always there.That issue almost always starts in the same place: the strategy was never tied back to business goals in the first place.In this episode, which is part two of our seven-part B2B content strategy series, host Amy Woods breaks down where a content strategy should start. She shares how to understand business goals from a content point of view, all the way to gathering the audience insight that makes it all click into place.Find out:Why understanding business goals is the only right starting point for a content strategyWhat business goals look like in a content context (from brand awareness to employer brand)How the buyer journey shapes what you create and whyWhy B2B buying is more complex than most content strategies account forWhere to find real audience insight and what to do with itImportant links & mentions:Blog post about this episode: https://www.content10x.com/355Part 1 of our B2B content strategy series — What Is a B2B Content Strategy (And Why Does It Matter)? https://www.content10x.com/354Part 3 of our B2B content strategy series - How Does Competitor Analysis Fit into Your B2B Content Strategy: https://www.content10x.com/356Part 4 of our B2B Content Strategy series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?: https://www.content10x.com/357Part 5 of our B2B Content Strategy series: How to Choose Your B2B Content Channels and FormatsPart 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content StrategyPart 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data)B2B content strategy series on YouTube: https://youtube.com/playlist?list=PLVwaHzx-z4d4Rcnrh2VsUN9d47rrdMypp&si=NjYvp1Ilo26KnIF3Take the B2B Content Operations Benchmark: https://www.content10x.com/benchmarkAmy 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)Timestamps:00:00 Content Without Purpose00:57 B2B Content Strategy Series Intro01:38 Free B2B Content Operations Benchmark Assessment02:18 Start With Business Goals04:52 Mapping the Buyer Journey05:26 Matching Content Types to the Journey07:03 Why B2B Buying Is Never Just One Person08:08 Gathering Audience Insights09:45 The House Analogy: Matching Content to the Moment10:59 Measurement and KPIs — Preview11:43 Wrap Up and Next EpisodeAmy 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
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    13 分