Purpose-driven content is one of the most powerful tools in a B2B marketer’s content strategy – especially when repurposing is part of the plan.

Michelle Asher, Director of Public Relations and Marketing at LendKey, leads a lean but effective team creating high-impact content. In this episode of B2B Content Strategist, she shares why purpose is the anchor for every piece of content her team produces – from ebooks to newsletters to their 22-minute podcast – and how that clarity drives better content, smarter content repurposing, and more meaningful conversations.

We also explore how AI tools like ChatGPT fit into their workflow, the importance of fact-checking, and the role of Canva in speeding up content production without compromising on brand.

Find out:

• How to create purpose-driven content that fuels repurposing
• Tips for repurposing podcast episodes into video, email, and social content
• What makes an ebook easier to break down into multiple formats
• Why every marketer should fact-check AI-generated content
• How Canva supports faster content production without sacrificing brand consistency

Important Links & Mentions

• Michelle on LinkedIn https://www.linkedin.com/in/michelleasherpr/
• LendKey https://www.lendkey.com/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist https://www.content10x.com/b2b-content-strategist/
• Content 10x: https://www.content10x.com/

What makes content worth repurposing? According to Catherine Censor, Principal and Content Strategist at Cerity Partners, it all comes down to one thing: substance. In this episode, Catherine shares why she’s format-agnostic when it comes to content – and how solid thinking, originality, and clarity are what truly set repurposable content apart.

We also explore how she uses AI tools like ChatGPT to repackage ideas, the importance of maintaining quality over quantity, and how her editorial roots continue to influence her B2B approach.

Find out:

• Simple questions to ask before repurposing any content
• A checklist to evaluate whether your content is useful, unique and has real substance
• How AI tools can support repurposing without replacing original thinking
• How tools like Grammarly can support editorial consistency
• Why the future of B2B content lies in quality and differentiation, not shortcuts and quick wins

Important Links & Mentions

• Catherine on LinkedIn https://www.linkedin.com/in/catherine-censor/
• Cerity Partners https://ceritypartners.com/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist https://www.content10x.com/b2b-content-strategist/
• Content 10x: https://www.content10x.com/

What’s the best way to run a lean content team in a fast-growing company? For Myles Carter, Senior Director of Content Marketing at Trolley, it involves wearing many hats, building repeatable systems, and knowing when to call in extra support.

In this episode, Myles shares how he’s experimenting with outsourcing, why he sees big content assets like white papers as powerful repurposing tools, and how tools like ChatGPT and Descript have become useful additions to his workflow – helping him refine ideas faster and expand his skill set in areas like video editing.

Find out:

• How to approach outsourcing in a way that complements your in-house team
• Why big, high-effort content is still worth it (when you repurpose it well)
• How AI tools can support content marketers – without replacing them
• Why video editing is easier than ever thanks to tools with AI features like Descript

Important Links & Mentions

• Myles on LinkedIn https://www.linkedin.com/in/mylesdcarter/
• Trolley http://trolley.com/
• Expert Interview Miniseries https://player.captivate.fm/collection/e9615e3d-b2fe-4895-9329-11b8cdd449fd/
• The Ultimate Guide to Planning, Recording & Repurposing Expert Interviews to Fuel Your Entire Content Strategy https://www.content10x.com/324/
• Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
• B2B Content Strategist https://www.content10x.com/b2b-content-strategist/
• Content 10x: https://www.content10x.com/