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.
How to Build a Content Strategy for B2B Service Companies (with Ellie Behling from Modus Create)
Most content marketing advice out there is written for SaaS companies. But what if your product is your people?
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.
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: should you really be hiding your best research behind a form?
What you'll learn in this episode:
Why SaaS-style funnels don't translate to service companies and what to do instead
How Ellie's team uses interviews and ghostwriting to turn subject matter experts into thought leaders
How one original research report can fuel your entire content calendar for a year
The case for ungating your content (and why the math on email captures might not add up)
Why case studies are the real bottom-of-funnel hero for consulting firms
3 Mar 2026
The Original Research Playbook for High-Impact B2B Content (with Callie Baron from Abnormal AI)
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.
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.
In this episode, we cover:
– Why original research is the ultimate differentiator in B2B content
– How to evolve your content strategy as your company scales
– Smarter ways to prioritize industries and buyer personas
– How to use AI to scale your content program
– How to think about distribution from day one
– What outdated content advice to ignore in 2026
20 Aug 2025
How Industrial Tech Company Senseye Builds Its Content Strategy (with Niall Sullivan, Head of Marketing)
In this episode of The B2B Content Strategy Show, Niels van Melick is joined by Niall Sullivan, Head of Marketing at Senseye (a Siemens company). 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.
Here’s what you’ll learn in this episode:
• Why the podcast sits at the core of Siemens Senseye’s content strategy and fuels every other asset
• How to use AI tools to accelerate repurposing, ideation, and distribution without compromising quality
• Practical ways to measure content’s impact on revenue when direct attribution isn’t possible
• Why gating content often does more harm than good—and what to do instead
• The biggest lessons Niall has learned about repurposing, consistency, and keeping content tied to business goals
Tune in for bold ideas and proven content plays.
CONNECT WITH NIELS:
🔔 LinkedIn: linkedin.com/in/nielsvanmelick
🌐 Website: leadwave.io
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