Purpose-driven content is one of the most powerful tools in a B2B marketer’s content strategy – especially when repurposing is part of the plan.
Michelle Asher, Director of Public Relations and Marketing at LendKey, leads a lean but effective team creating high-impact content. In this episode of B2B Content Strategist, she shares why purpose is the anchor for every piece of content her team produces – from ebooks to newsletters to their 22-minute podcast – and how that clarity drives better content, smarter content repurposing, and more meaningful conversations.
We also explore how AI tools like ChatGPT fit into their workflow, the importance of fact-checking, and the role of Canva in speeding up content production without compromising on brand.
Find out:
How to create purpose-driven content that fuels repurposing
Tips for repurposing podcast episodes into video, email, and social content
What makes an ebook easier to break down into multiple formats
Why every marketer should fact-check AI-generated content
How Canva supports faster content production without sacrificing brand consistency
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