Explorez tous les épisodes du podcast The B2B Content Strategy Show

In this episode of The B2B Content Strategy Show, Niels van Melick is joined by Niall Sullivan, Head of Marketing for Senseye at Siemens. Niall shares how he built a podcast-first content strategy that stands out in a crowded market, uses AI to scale repurposing, and ties efforts to revenue without chasing vanity metrics.

Here’s what you’ll learn in this episode:

• Why the podcast sits at the core of Siemens Senseye’s content strategy and fuels every other asset

• How to use AI tools to accelerate repurposing, ideation, and distribution without compromising quality

• Practical ways to measure content’s impact on revenue when direct attribution isn’t possible

• Why gating content often does more harm than good—and what to do instead

• The biggest lessons Niall has learned about repurposing, consistency, and keeping content tied to business goals

Tune in for bold ideas and proven content plays.

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

This week on the podcast, Niels van Melick sits down with Catie Grasso, Head of Content Marketing at Dataiku, to dive into how AI is reshaping content marketing. Catie shares her insights on how her team integrates AI into their daily workflows, balances automation with creativity, and ensures high-quality content at scale.

Here's what you'll learn in this episode:

– The biggest misconceptions about using AI in content marketing.

– How AI can help scale content production without sacrificing quality.

– The four key ways Catie’s team is using AI in their workflow.

– How to repurpose and distribute content effectively with AI.

– Balancing human creativity with AI-generated content.

– Best practices for training content teams to work with AI.

– The biggest mistakes marketers make when using AI tools.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

This week on the podcast, Niels van Melick sits down with Abi Malins, Content Strategist at Leadwave, to discuss how to build an effective content strategy that truly resonates with your audience. Drawing from her experience working with B2B tech & consulting firms, Abi shares her insights on what makes a content strategy successful.

Here's what you'll learn in this episode:

• Why customer research is crucial for top-performing content.
• The most common mistakes companies make when developing a content strategy.
• How to turn your company’s expertise into thought leadership content.
• Tips for effective interviews with your subject matter experts.
• How to build a highly efficient content engine.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

This week on the podcast, Niels van Melick is joined by Brooke Gocklin, Head of Content Marketing at CoreWeave, to discuss how to build effective thought leadership campaigns. Brooke shares her expertise on how to develop content strategies that resonate with your audience, stand out in the market, and drive results.

Here's what you'll learn in this episode:

• What separates impactful thought leadership from generic content.

• Strategies for identifying your brand’s unique point of view and leveraging it for thought leadership.

• Effective ways to collaborate with subject matter experts within your organization.

• The role of distribution in ensuring your thought leadership content reaches the right audience.

• How to measure the success of thought leadership campaigns.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH BROOKE:

🔔 LinkedIn: linkedin.com/in/brooke-gocklin

🌐 Website: coreweave.com

In this episode of B2B Marketing Done Right, Niels van Melick sits down with Sonja Jacob, Director of Content Marketing at Athenahealth, to explore how content marketing leaders can make a real impact in a new company. Drawing from her experience at leading companies like Meta and Cisco, Sonja shares valuable insights on building a content function that delivers measurable results within large-scale marketing organizations.

Here's what you'll learn in this episode:

• How to narrow your focus and prioritize key areas in your first months as a content leader.

• The importance of focusing on people, processes, and programs in your first six months.

• Practical tips for implementing effective content production processes.

• How to balance supporting paid demand gen and organic content efforts.

• The role of original research and subject matter expertise in creating distinctive content.

• How to set realistic expectations for content’s impact on revenue and long-term goals.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

http://www.linkedin.com/in/nielsvanmelick

Website http://www.leadwave.io

CONNECT WITH SONJA:

LinkedIn http://www.linkedin.com/in/sonjajacob

Website http://www.athenahealth.com

This week on the podcast, Niels van Melick is joined by Lena Weber-Reed, UK Marketing and Communications Manager at Getronics, to discuss the current state of B2B marketing and how teams should adapt to drive results. Lena shares her thoughts on the challenges facing B2B marketers today—from shifting away from traditional lead gen tactics to the need for a greater focus on brand marketing.

Here's what you'll learn in this episode:

• The impact of recent changes in B2B marketing and how to navigate them.

• The importance of creative storytelling, humor, and emotional-driven content in B2B marketing.

•  How B2B marketers can shift away from outdated lead generation tactics and focus on more effective approaches.

• The role of customer research in shaping relevant, engaging content strategies.

• The value of dark social, social selling, and employee advocacy in modern marketing

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH LENA:

🔔 LinkedIn: linkedin.com/in/lenaweberreed

🌐 Website: getronics.com

This week on the podcast, Niels van Melick explores the practical use cases of AI in B2B content marketing with Jade Hill, Director of Content and Communications at Abnormal Security. Jade shares how AI tools like ChatGPT have transformed her workflow, from research to content repurposing.

Here's what you'll learn in this episode:

• The role of AI in writing and how to leverage it without compromising quality.

• How to use AI for content repurposing.

• The importance of maintaining human oversight to ensure accuracy and relevance.

• Challenges and limitations of AI tools in content creation (and how to overcome them).

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH JADE:

🔔 LinkedIn: linkedin.com/in/jadehill/

🌐 Website: abnormalsecurity.com

This week, Niels van Melick talks with Michelle Peterson, Content Marketing Manager at NetSPI, about how to turn complex and technical topics into engaging content. Michelle shares her experiences and strategies for working with subject matter experts to create content that resonates with technical audiences.

Here's what you'll learn in this episode:

•  The challenges and solutions in collaborating with technical experts.

•  How to develop a content strategy centered on high-value pillar content.

•  Techniques for making technical content engaging and accessible.

•  The importance of preparation and research in content creation.

•  Strategies for repurposing content to maximize its reach and impact.

•  Insights into validating content topics with customers and internal alignment.

Tune in for valuable insights and actionable tips.

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH MICHELLE:

🔔 LinkedIn: linkedin.com/in/michelle-peterson/

🌐 Website: netspi.com

This week on the podcast, Niels van Melick is joined by Ife Akintoye, Head of Marketing at VantagePoint, to discuss strategies for making a significant impact when starting a new marketing role or at a new company. Ife shares her journey of building a successful marketing program from the ground up and offers valuable insights and practical tips for marketers at all stages of their careers.

Here’s what you’ll learn in this episode:

• The first key steps to take when starting a new marketing role.
• How to build a marketing foundation from scratch.
• Strategies for gaining buy-in and fostering collaboration with other departments.
• Tips for implementing quick wins to demonstrate marketing value.
• The importance of data measurement and creating a robust marketing dashboard.
• The role of employer branding in attracting top talent and scaling a company.

Tune in for useful insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH IFE:

🔔 LinkedIn: linkedin.com/in/ifeakintoye/

🌐 Website: vantagepoint.consulting

This week on the podcast, Niels van Melick sits down with Lexi Croisdale, Content Marketing Manager at Varonis, to explore why B2B companies should consider YouTube as a key distribution channel for their content. With extensive experience in growing B2B brands on YouTube, Lexi shares her insights and strategies for effective video marketing in B2B.

Here's what you'll learn in this episode:

• Key reasons why YouTube is a must-have channel for B2B companies.
• Strategies for creating effective YouTube content from scratch.
• Tips for optimizing YouTube videos, including titles, descriptions, and thumbnails.
• How to repurpose webinars and other long-form content for YouTube and YouTube Shorts.
• Overcoming challenges in producing high-quality, engaging video content.
• Metrics to track for measuring the success of your YouTube strategy.

Tune in for useful insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH LEXI:

🔔 LinkedIn: linkedin.com/in/alexiscroisdale

🌐 Website: varonis.com

Produced in partnership with www.podlad.com

This week, Niels van Melick sits down with Kit McKay, Global Content Manager at Basis Technologies. They discuss employee advocacy programs and how they can transform your employees into powerful marketing channels. Kit shares his firsthand experience with the launch and management of Basis Technologies' employee advocacy program.

Here's what you'll learn in this episode:

• Why employee advocacy is a critical component of modern B2B marketing.
• How to launch and scale an employee advocacy program.
• Challenges and solutions in encouraging employee participation and engagement.
• The actual business results of a successful employee advocacy program.

Tune in to get useful insights and practical tips to turn your employees into a powerful marketing channel.

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH KIT:

🔔 LinkedIn: https://www.linkedin.com/in/mr-kit-mckay

🌐 Website: basistechnologies.com

This week on the podcast, Niels van Melick dives deep into the art of customer interviews with Brooke Andrus, Senior Content Marketing Manager at Elios Health. Brooke has conducted dozens of customer interviews, and in this episode, she shares her top tips for using them to create B2B content that *actually* resonates with your audience.

Here's what you'll learn in this episode:

• Why customer interviews are key for creating authentic and engaging content.
• How to conduct great interviews, even when you’re short on time.
• How to use customer insights to create content that resonates.
• Solutions to common problems you might face when setting up and doing customer interviews.

Tune in to get useful insights and practical tips to improve your customer interview game.

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH BROOKE:

🔔 LinkedIn: linkedin.com/in/brookeandrus

🌐 Website: eleos.health

This week on the podcast, Niels van Melick is joined by Elise Thrale, Head of Content at Napier AI, to discuss how to maximize content marketing impact with limited resources. Elise shares her insights on prioritizing content efforts, learning from past experiments, and repurposing high-performing assets for long-term success.

Here's what you'll learn in this episode:

– How to prioritize content efforts when working with a lean team.

– Why some content experiments fail—and how to pivot quickly.

– The key to creating scrappy but effective research reports.

– How to get the most out of a single piece of content through repurposing.

– The role of AI in speeding up content production without sacrificing quality.

– Balancing short-term wins with long-term content marketing goals.

– Lessons from launching (and dropping) a podcast with limited resources.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH ELISE:

🔔 LinkedIn: linkedin.com/in/elise-thrale-439591145/

🌐 Website: napier.ai

This week, Niels van Melick and Erin McGann chat about the need for a journalistic mindset to create successful B2B content campaigns. Erin, who runs content strategy at SNP Group, shares her tips for making content more engaging and relatable—especially when it comes to technical topics.

Here's what you'll learn in this episode:

• The impact of using a journalistic approach in your content.
• How to find the topics your audience actually cares about.
• Tips for turning technical topics into compelling stories.
• How to interview your subject matter experts to create top-performing content.

Tune in to get practical tips and helpful insights to make your content better.

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH ERIN:

🔔 LinkedIn: linkedin.com/in/mcgannerin

🌐 Website: snpgroup.com

This week on the podcast, Niels van Melick sits down with Aino Hakinen, VP of Marketing at Sievo, to dive into the challenges and opportunities of sales and marketing alignment. With a background in sales development, Aino brings a unique perspective on how marketing can drive revenue, build stronger relationships with sales teams, and create strategies that actually move the needle.

Here's what you'll learn in this episode:

•  The biggest misconception about sales and marketing alignment.

•  How to shift marketing from a lead generator to a revenue driver.

•  Why aligning on the ideal customer profile is critical—and how to do it.

•  How to keep sales teams in the loop on marketing activities all year long.

•  The key metrics that actually prove marketing’s impact on pipeline and revenue.

•  How to prioritize the right industries and personas for long-term success.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH AINO:

🔔 LinkedIn: ​linkedin.com/in/ainohakkinen

🌐 Website: sievo.com

This week on the podcast, Niels van Melick is joined by John Habib, Director of Content Strategy at Diligent, to explore what it takes to build and scale a high-performing content team. With years of experience leading content teams, John shares his insights on identifying key roles, balancing internal and external resources, and adapting to evolving business needs.

Here's what you'll learn in this episode:

•  The three key pillars for building an effective content team from scratch.

•  How to decide between hiring in-house and working with agencies.

•  Tips for scaling your content team as your business grows.

•  The role of mentorship in developing junior content professionals into subject matter experts.

•  How to integrate AI tools into your content workflow effectively.

•  Strategies for prioritizing content projects across multiple products and personas.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH JOHN:

🔔 LinkedIn: ​linkedin.com/in/johnphabib

🌐 Website: diligent.com

This week on the podcast, Niels sits down with Elizabeth Strickart, Director of Content Marketing at A-LIGN, to explore the challenges and opportunities of breaking down organizational silos in marketing. Elizabeth shares her journey of fostering collaboration across teams to create more impactful campaigns and drive better results.

Here's what you'll learn in this episode:

•  Why breaking down silos is critical for marketing success.

•  How to build strong cross-departmental relationships in a remote work environment.

•  Tips for working effectively with subject matter experts.

•  How A-LIGN transformed their annual report into a company-wide initiative.

•  The impact of ungating content on brand awareness and engagement.

•  Practical strategies for demonstrating content ROI to executive teams.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH ELIZABETH:

🔔 LinkedIn: ​linkedin.com/in/elizabethstrickert

🌐 Website: a-lign.com

This week on the podcast, Niels sits down with Matthew Grant, Director of Content Marketing at SAP LeanIX, to explore the challenges and opportunities of creating truly differentiated content in the age of AI. Matthew shares his wealth of experience in content strategy, customer storytelling, and leveraging subject matter expertise to stand out in competitive B2B markets.

Here's what you'll learn in this episode:

• Why differentiation is critical in a world of AI-generated content.
• How to identify and showcase what makes your company truly unique.
• The role of educational content in building trust and authority in niche markets.
• The role of customer stories and subject matter experts in creating content that stands out.
• Practical tips for building strong relationships with internal experts to fuel your content
• strategy.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

LinkedIn http://linkedin.com/in/nielsvanmelick

Website http://leadwave.io

CONNECT WITH MATTHEW:

LinkedIn http://linkedin.com/in/matthewtgrant

Website http://leanix.net

This week on the podcast, Niels van Melick is joined by Thereasa Roy, Director of Content and Product Marketing at OffSec, to explore the unique benefits of aligning product marketing with content marketing for long-term success.

Thereasa shares her experiences overseeing both teams and how it has led to more cohesive messaging and impactful campaigns.

Here's what you'll learn in this episode:

• Why combining product marketing and content marketing creates more impact.
• The benefits of a unified messaging framework and how to implement it.
• How to use customer insights to shape both content and product initiatives.
• Key strategies for running aligned product launches and content campaigns.
• Practical tips for avoiding common silos and fostering collaboration.
• The career path between product and content marketing and how these roles complement each other.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH THEREASA:

🔔 LinkedIn: linkedin.com/in/thereasaroy

🌐 Website: offsec.com

This week on the podcast, Niels van Melick talks with Carleen Hughes, VP of Marketing at Kainos, about how to maximize ROI from events. With experience managing over 30 events annually, Carleen shares her insights on integrating events as a core element of a B2B marketing strategy, covering everything from planning to post-event follow-up.

Here's what you'll learn in this episode:

• Why events are worth the investment despite their high cost.
• How to define and measure high-quality leads at events.
• The importance of aligning sales, SDR, and marketing teams for event success.
• Key challenges in event preparation and how to overcome them.
• Best practices for showcasing your brand and differentiating your booth from competitors.
• How to effectively follow up after an event to keep momentum going.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

LinkedIn http://linkedin.com/in/nielsvanmelick

Website http://leadwave.io

CONNECT WITH CARLEEN:

LinkedIn http://linkedin.com/in/carleenhughes

Website http://kainos.com

This week on the podcast, Niels van Melick dives into the world of original research reports with Nicole Caci, Director of Content and Communications at AvePoint. Nicole recently launched a successful research report that has been referenced by industry heavyweights like Gartner.

Here's what you'll learn in this episode:

• Why original research reports are essential for building thought leadership and content differentiation.

• Tips for designing survey questions that yield valuable insights.

• Strategies for repurposing research findings to fuel your content throughout the year.

• How to align internal teams, like sales and product, around a shared research initiative.

• Best practices for measuring the impact and long-term value of your research report.

Tune in for valuable insights and actionable tips!

CONNECT WITH NIELS:

🔔 LinkedIn: linkedin.com/in/nielsvanmelick

🌐 Website: leadwave.io

CONNECT WITH NICOLE:

🔔 LinkedIn: linkedin.com/in/nicole-caci-30aa24108

🌐 Website: avepoint.com

Most content marketing advice out there is written for SaaS companies. But what if your product is your people?

In this episode, Niels sits down with Ellie Behling, Content & Communications Director at Modus Create, a digital product engineering company. Ellie has spent her entire career marketing service businesses, and she's got a refreshingly practical take on what actually works when your experts are the product.

They get into the messy, real-world stuff: how to get busy consultants to contribute content, why your case studies should anchor your whole content strategy, and the great gating debate: should you really be hiding your best research behind a form?

What you'll learn in this episode:

• Why SaaS-style funnels don't translate to service companies and what to do instead
• How Ellie's team uses interviews and ghostwriting to turn subject matter experts into thought leaders
• How one original research report can fuel your entire content calendar for a year
• The case for ungating your content (and why the math on email captures might not add up)
• Why case studies are the real bottom-of-funnel hero for consulting firms

In this episode of the B2B Content Strategy Show, Niels van Melick sits down with Callie Barron, Senior Content Marketing Manager at Abnormal AI, to break down what it really takes to build a high-performing content engine in 2026.

Callie shares how her team uses how original research to generate more engagement, more downloads, more press coverage, and content that actually cuts through the noise.

In this episode, we cover:

– Why original research is the ultimate differentiator in B2B content

– How to evolve your content strategy as your company scales

– Smarter ways to prioritize industries and buyer personas

– How to use AI to scale your content program

– How to think about distribution from day one

– What outdated content advice to ignore in 2026