Building a Content Team That Fuels Both Brand and Demand with Amy Higgins
Thu Sep 25 2025
What happens when you transform a “ticket-taker” content team into strategic partners that fuel both brand and demand? Amy Higgins, Director of Content Strategy at Cloudflare, has done just that.
In this episode, host Amy Woods sits down with Amy, an award-winning marketing leader highly regarded for extensive experience building and developing top integrated marketing teams, including content, campaign, SEO, customer, community, influencer, and social.
At Cloudflare, she leads the content and video team, producing everything from thought leadership blogs to Cloudflare TV, and driving 180+ content assets per quarter.
In this episode, Amy shares:
How she restructured Cloudflare’s content team from a reactive service desk into pods that operate like mini marketing teams Why proprietary data and research reports are her favorite content assets for repurposing and how a single survey fuels over 200 assets across channels and regions The lessons she learned from a vertical marketing campaign that generated sky-high MQLs but flat SQLs (and how sales enablement fixed it) Why “content by committee” kills performance and the bold move that quadrupled results Her strong stance on AI in marketing: why it should never touch thought leadership, but how it can help with derivative content ...and so much more!
Whether you’re building a content team from scratch, figuring out the right in-house/agency mix, or looking for smarter ways to repurpose content at scale, Amy’s insights will help you with your B2B content marketing strategy.
Important Links & Mentions
Amy Higgins on LinkedIn https://www.linkedin.com/in/amywhiggins/ Cloudflare: https://www.cloudflare.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/
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What happens when you transform a “ticket-taker” content team into strategic partners that fuel both brand and demand? Amy Higgins, Director of Content Strategy at Cloudflare, has done just that. In this episode, host Amy Woods sits down with Amy, an award-winning marketing leader highly regarded for extensive experience building and developing top integrated marketing teams, including content, campaign, SEO, customer, community, influencer, and social. At Cloudflare, she leads the content and video team, producing everything from thought leadership blogs to Cloudflare TV, and driving 180+ content assets per quarter. In this episode, Amy shares: How she restructured Cloudflare’s content team from a reactive service desk into pods that operate like mini marketing teams Why proprietary data and research reports are her favorite content assets for repurposing and how a single survey fuels over 200 assets across channels and regions The lessons she learned from a vertical marketing campaign that generated sky-high MQLs but flat SQLs (and how sales enablement fixed it) Why “content by committee” kills performance and the bold move that quadrupled results Her strong stance on AI in marketing: why it should never touch thought leadership, but how it can help with derivative content ...and so much more! Whether you’re building a content team from scratch, figuring out the right in-house/agency mix, or looking for smarter ways to repurpose content at scale, Amy’s insights will help you with your B2B content marketing strategy. Important Links & Mentions Amy Higgins on LinkedIn https://www.linkedin.com/in/amywhiggins/ Cloudflare: https://www.cloudflare.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/