10 October 2023

Maximize Resources, Multiply Your Reach with a Content Repurposing Service

Interview with Amy Woods, Founder of Content 10X

Content 10x founder Amy Woods noticed that many B2B companies were great at creating content—but didn’t seem to be making the most out of each piece. She knew that if she put together the right team with a range of expertise, she could help businesses maximize their content production and budget. And Content 10x, a content repurposing service, was born. 

Read on to find out more about Amy’s unusual career path and her passion for slicing, editing, re-formatting and re-messaging content to give it new life and new reach. Amy also offers practical tips for B2B companies looking to adopt a content repurposing mindset. 

Amy Woods interview

Amy Woods, Founder of Content 10x. She runs a content repurposing service.

Name: Amy Woods
Job title: Founder of Content 10x
Hometown: Manchester, United Kingdom
Degree: BSc, Mathematics & Management Science

Fun facts about Amy Woods:

📺 The show you’re binging right now: Succession
🎞️ Your all-time favorite movie is: Coming to America
🌍 Top 3 places you want to visit someday: Japan, South Korea, Costa Rica
🛫 Last place you’ve traveled to: California
🗨️ One of your all-time favorite quotes is: Change what you can’t accept, accept what you can’t change, and be smart enough to know the difference.

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Tell me a little about your background and how it led you to where you are today. 

Amy Woods: It’s not the most ordinary, expected journey! I graduated from university with a mathematics and management science degree and then spent a year traveling … and then it was time to start a career. 

I took a graduate position at Accenture as a management consultant and saw it as a two- to three-year plan. But two to three years became over a decade. I built a career working in large-scale change transformation programs, mergers and acquisitions, that kind of thing.

And then came the life change of having kids. The management consultant lifestyle meant I was going somewhere every Monday morning and then home on Thursday or Friday night. I wanted to be the best person in my career and the best parent I could be. And I couldn’t achieve both on the path I was on. 

I started thinking about setting up my own business, and I immersed myself in the world of online businesses. And then I took the plunge. 

Why did you develop a content repurposing service?

Amy Woods: I don’t come from a content marketing background, and I didn’t have any real passion for creating content, but I spotted an opportunity to work with businesses to help them maximize the content they create. 

In my own business, I was trying to find efficient ways to create big pieces of content and then make the most out of them by, for example, repurposing a video into smaller videos, infographics, posts, tweets. I recognized that many businesses create lots of content. But they don’t ever get enough from each piece; they just get on the hamster wheel of creating more.

To fully repurpose content, you need to assemble different skills and expertise and that’s time consuming and challenging. So I thought: let’s provide a content repurposing service where a client has one point of contact, we get to know the client and their brand, and work with them closely to maximize the content they produce.

I started Content 10x six years ago. It was me and a small team—and we’re not huge now. There’s 12 of us. We just found our way.

A content repurposing service is such a great niche. How does the process work?

Amy Woods: Generally, our clients create a core piece of content. In that piece, they share their expertise, their voice and their words. And that one great core piece of content contains everything we need to create lots of new content. 

We work with businesses that really own their content strategy; they know their ideal clients and can create these core pieces. But their challenge is that they create wonderful webinars or podcasts or white papers that aren’t maximized to their fullest potential. Once the main piece of content is published, they just move on to the next thing. We’re here to help our clients get more from what they already have.  

Why don’t more companies maximize or repurpose their content?

Amy Woods: A big part of it is time: if you keep pumping big pieces of content through, then you have the time for the next big piece, instead of deploying that time to repurpose the last big piece. Sometimes it’s pressure from leadership that wants to keep seeing big pillar pieces of content coming out. 

It’s a mindset as well. Repurposing is a set of systems and processes, which is what attracted me and my mathematical management consultancy background. I’m very systematic and I love that you can wrap robust processes around creating and repurposing, but not everyone thinks that way or wants to work in that methodical way. 

And sometimes you work so hard on that big piece of content—you’ve done the scripting and the creating and the endless review cycles—and you finally get it out and you are almost sick to death of that topic. Do you want to pour another week or two into repurposing it and breaking it down? Or do you move on to that topic that you’ve been desperate to tackle?

It can also be a lack of skills or resources—the person that’s really good at writing may have capacity, but they don’t know how to edit the videos and turn the video into a podcast. That’s where a content repurposing service can really help.

People shouldn’t worry about sounding repetitive. Well done content repurposing takes bigger pieces of content and either changes the format or looks for different angles, different conversations, different points made, different questions. It’s about finding alternative ways to communicate and keeping content lively and different and interesting. 

What content repurposing trends are you seeing? 

Amy Woods: Recently we’ve worked with a few clients who started with a big piece of written content. You might think there’s not a lot of versatility with repurposing written content. But we’ve been bringing the written words to life with visuals—turning written pieces into infographics and checklists and animated visuals, like really engaging and animated carousels. 

It’s fun to see our clients be so willing to be creative and to see their research papers and webinars and white papers becoming more fun through the process of repurposing.  

The other big thing—this is no revelation!—is that short-form videos are massive. We’ve been slicing down bigger videos or audio files and putting them into engaging shorter video content. You see a lot of emphasis on highly engaging captions, colors and, if it’s on brand, emojis.

What advice would you give an in-house marketing team looking to adopt a content repurposing mindset?

Amy Woods: It could just start off with one question as you begin to work on a piece of content: What’s one thing that this will be repurposed into? Commit to that. After a while, one thing could become three things. And you can just start to grow it. Even just starting small, maybe write five associated tweets that will go out from an article. That’s a start.

And a few other ideas: 

  • embed repurposing in your processes
  • measure and communicate the results
  • recognize success, and make sure that repurposing is part of your planning

You will start to get people thinking about it more and hopefully shifting the way they view content. 

Repurposing should never be an afterthought. You don’t want to get to the point where you’re creating big cornerstone pieces of content, blog posts, webinars, videos, and so on and then starting to think about how you are going to repurpose it. Repurposing should be part of the plan from the beginning. 

Get into that mindset when you are approving content outlines; part of that approval process should be the plan for the distribution and repurposing of it as well.  

Do you have any suggested resources to help with planning for content repurposing? 

Amy Woods: Maybe I’m biased because we created it, but the Content 10x B2B Repurposing Scorecard is useful. It brings you through about 20 questions, but it only takes a few minutes and then it scores you in the different areas of repurposing, like systems and processes. 

More importantly, it gives some tools and resources that can help you get to the next stage. It’s a super simple thing, but it’s really helpful when you’re getting started. 

Thanks for spending time with us!

Thanks to Amy for introducing us to her content repurposing service—and thank you, reader, for spending part of your day with us. I hope you gained as much as I did from my interview with Amy. 

Here’s how you can connect with Amy:

● Check out the Content 10x website 
● Try Amy’s Content 10x Repurposing Scorecard
● Connect with her on LinkedIn
● Subscribe to the Content 10x podcast
● Follow her on Twitter

Want to read more about creating engaging B2B tech content?

Check out these related Uplift blog posts: 

7 Ways to Repurpose Your Case Studies to Extend Their Value
eBook Ideas for B2B SaaS: 5 Tips to Generate Topics
B2B Blog Strategy: How to Craft a Winning Strategy in 7 Steps

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Emily Amos

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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