The B2B Content Strategy Show

In this show, host Niels van Melick interviews marketing leaders at leading B2B organizations to uncover their winning strategies. No fluff—just straight up actionable insights you can take away from each episode.

The B2B Content Strategy Show is a business podcast hosted by Niels van Melick, with 23 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Niels van Melick hosts The B2B Content Strategy Show, a business show with 23 episodes published.

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  Episode #23

  How to Build a Content Strategy for B2B Service Companies (with Ellie Behling from Modus Create)

  Mar 26, 202626 minS0

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

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  Episode #22

  The Original Research Playbook for High-Impact B2B Content (with Callie Baron from Abnormal AI)

  Mar 3, 202628 minS0

  <p>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.</p><p>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.</p><p>In this episode, we cover:</p><p>– Why original research is the ultimate differentiator in B2B content</p><p> – How to evolve your content strategy as your company scales</p><p...

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  Episode #21

  How Siemens Builds Its Content Strategy (with Niall Sullivan, Head of Marketing for Senseye)

  Aug 20, 202531 minS0

  <p>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.</p><p>Here’s what you’ll learn in this episode:</p><p> • Why the podcast sits at the core of Siemens Senseye’s content strategy and fuels every other asset</p><p> • How to use AI tools to accelerate repurposing, ideation, and distribution without co...

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  Episode #20

  How AI Can Make You a Better Content Marketer (with Catie Grasso from Dataiku)

  Mar 13, 202526 minS0

  <p>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.</p><p>Here's what you'll learn in this episode:</p><p><br></p><p>– The biggest misconceptions about using AI in content marketing.</p><p>– How AI can help scale content production without sacrificing quality.</p><p>– The four key ways Catie’s team is using AI in their...

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  Episode #19

  The Art of Doing More with Less in Content Marketing (with Elise Thrale from Napier AI)

  Mar 7, 202521 minS0

  <p>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.</p><p>Here's what you'll learn in this episode:</p><p><br></p><p>– How to prioritize content efforts when working with a lean team.</p><p>– Why some content experiments fail—and how to pivot quickly.</p><p>– The key to creating scrappy but effective research reports.</p><p>– How to get...

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