Strategy and Substance in B2B Content with Catherine Censor

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/