Are you creating content that your audience actually wants, or are you creating content that you think your audience wants? Both are important and they are not the same thing, says this week’s guest on the Content 10x Podcast. Michael Brenner, top content marketing leader, author and CEO of Marketing Insider Group chats with host Amy Woods about why 60-70% of the content we create goes completely unused, the importance of creating content that your audience actually wants, and the best ways to find that out. They also talk about how to optimize your content, refreshing and repurposing, and ways to measure your content’s effectiveness. Find out: What it means to optimize contentHow to optimize contentBest tools for researching content topics Important links & mentions:Michael Brenner on LinkedIn https://www.linkedin.com/in/michaelbrenner/Marketing Insider Group https://marketinginsidergroup.com/Content10x.com https://content10x.comMy book: https://www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.Amy is a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content repurposing.Join hundreds of business owners, content creators and marketers and get content repurposing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter