B2BMX is all about bringing real practitioners together to talk through real challenges and share solutions to real problems and industry trends. Today's guest, Christine Elliott, is an industry veteran who has been part of the B2BMX community since 2012! She took the stage at B2BMX East in Alpharetta, GA, to share her career journey and highlight her work in content strategy and marketing. Most recently she played a pivotal role in helping EY's tax practice create a differentiated narrative that could connect its services to client issues.  Our hosts sat down with Christine after her session to discuss the power of content curation and why even the biggest brands must work hard to connect with clients in a meaningful way. The trio dove into topics such as:  How to shift from brand-heavy strategies to creating narratives; Various challenges and success of a successful EY campaign that was built with "spit and duct tape;"The importance of content strategy in driving demand and generating leads;Why a "less is more" approach can generate greater engagement; andThe need to experiment with different content formats. Tune in now for a lively conversation about all things content!  RELATED LINKS:  Connect with Christine Elliott on LinkedIn; Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.