What does it really take to make account-based marketing work at scale? For Jess Larkin, Director of Strategic and Financial Services Marketing at Confluent, it’s about building the right team structure, working closely with sales, and getting creative with content – especially when it comes to repurposing.

In this episode, Jess shares how she turns assets created for a broad audience, like whitepapers and webinars, into highly personalized content for key accounts, and why that approach works better than starting from scratch. She also talks about the role of account pods, finding great vendor partners, and how AI is being used (carefully) to support the process.

Find out:

• How to repurpose core assets into one-to-one content for ABM
• What makes a vendor feel like an extension of your team
• How to balance in-house strengths with external support
• How cross-functional account pods support personalized marketing
• The limits of AI – and why context still matters

Important Links & Mentions

• Jess on LinkedIn: https://www.linkedin.com/in/jesslarkin/
• Confluent: http://confluent.io/
• 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/

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/