How Purpose Drives Better Content (and Better Conversations) with Michelle Asher

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/