About this episode

Amy Woods discusses how to strategically decide where to publish B2B content and the importance of channel selection.

Are your channel decisions rooted in strategy, or just habit? For some B2B marketing teams, the honest answer is somewhere in between. The channels accumulated over time. LinkedIn, because everyone is on LinkedIn. A podcast because a competitor had one. Instagram, because… optics? Before long, there’s a whole content operation built around platforms nobody consciously chose. In this episode, Amy Woods gets into a crucial part of a B2B content strategy: deciding where your content should live and where it should not. From the difference between owned and borrowed channels, to finding the sweet spot between where your audience is and where your team can show up consistently, this episode gives you a practical framework for making channel decisions you can stand behind and revisit regularly. Find out: Why spreading your content across too many platforms dilutes rather than builds The difference between owned and borrowed channels, and why it matters for your long-term strategy How to find the sweet spot between where your audience is and where your team can show up consistently Why platform-specific content outperforms cross-posting every time How audience intent and your own…

People in this episode

Host: Amy Woods

Topics covered

• B2B content strategy
• content channels

Mentioned in this episode

Organizations: LinkedIn, Instagram, B2B marketing teams

More episodes of The Content 10x Podcast

• Why Content Repurposing and Distribution Should Be Built Into Your B2B Content Strategy · July 1, 2026 · 25 min

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