When companies invest in employee-led content they must not treat it as a short-term campaign – that’s a recipe for disappointment.

This episode directly follows on from our last episode, Why Employee-Led Content Is the Biggest B2B Advantage in 2026. Host, Amy Woods, moves from why people-led content matters to how to implement it properly. The conversation centers on employee-led content and how to build it in a way that lasts.

Amy explains the differences between employee activation on LinkedIn, employee-generated content, and employee advocacy. She also covers how these pieces fit together without forcing people to post or stripping out their voice.

If you’re thinking about building a content strategy that expands your brands reach and facilitates authentic connections, this is a great place to start.

Find out:

• What an employee activation program on LinkedIn looks like in practice
• How to identify the right employees to take part and represent your brand
• Why the first 3-6 months are often messy (and why that’s normal)
• What to measure early on, and what takes longer to have an impact
• What employee-generated content and employee advocacy looks like in practice
• How employee-led content can extend beyond LinkedIn into podcasts, events, and interviews

Important links & mentions:

• Episode 348 (Part 1): Why Employee-Led Content Is the Biggest B2B Advantage in 2026: https://www.content10x.com/348
• Episode 343: Why Smart Companies Are Investing in Their Leaders’ Personal Brands with Ash Jones: https://www.content10x.com/why-smart-companies-are-investing-in-their-leaders-personal-brands-with-ash-jones/#
• Get the Most Out of Your Guest Appearances: https://www.content10x.com/repurpose-appearance/
• The Ultimate Guide to Impactful Video Interviews: https://www.content10x.com/interview-guide/
• Amy 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)

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

Trust has always been one of the hardest things to earn in B2B marketing. As content volumes have increased, that challenge has only grown. When buyers are surrounded by more posts, more articles, and more opinions than ever before, it becomes harder to know who to believe and who to ignore.

In this episode of The Content 10x Podcast, Amy Woods talks through why people-led content is something you cannot afford to ignore in 2026. After years of higher output and faster production, and with AI making it easier than ever to scale, buyers are paying closer attention to who is speaking, not just what is being said. Experience, judgement, and credibility now carry more weight than polish.

This episode focuses on the ‘why’ behind people-led content – specifically employee-led content in B2B. Amy explores why trust feels harder to earn today, why human voices are starting to outperform brand-led messaging, and why this shift reflects buyer behaviour rather than a passing trend.

If you’re thinking about how to build credibility, engage your audience, and push your brand further without adding to the noise, this episode will help reframe how you approach visibility and trust in B2B marketing.

Find out:

• Why trust has become the real constraint in B2B marketing
• How AI-driven scale has changed expectations (and buyer skepticism)
• Why people now trust individuals more than brands
• What “people-led content” means in a B2B context
• Why this shift is unavoidable for brands that want to stand out in 2026

Important links & mentions:

• Amy 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)

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

In this first episode of 2026, Amy Woods makes the case for one word that should guide your B2B content decisions this year: intent.

Because while AI has made it easier than ever to publish at speed, a volume-first approach often creates content that is lacking purpose and feels generic (and gets ignored).

Amy explores why audiences show up with different mindsets on different platforms, why one-size-fits-all repurposing rarely works, and how getting clearer on your intent (engagement, clicks, DMs, shares, leads) helps you create content that performs better - and feels more natural to make.

If you want a smarter content repurposing strategy in 2026, start here.

Find out:

1. Why not all content works everywhere (and why that should never be the goal)
2. How platform intent changes audience behavior (even when it’s the same person)
3. How to repurpose the same idea in different ways without copy/pasting across channels
4. Tips for matching your marketing intent to platform intent so you measure success properly
5. How three simple questions can improve your content decisions instantly

Important links & mentions:

1. Blog post related to this episode: https://www.content10x.com/347
2. Amy on LinkedIn https://www.linkedin.com/in/amywoods2/
3. Content 10x: https://www.content10x.com/
4. Amy’s book: www.content10x.com/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