The Content 10x Podcast

Hosted by Amy Woods

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300

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Aug 2026

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About the show

Maximize the return from every piece of content that you create! This podcast will teach you how to repurpose your content like a pro. Whether you're a podcaster, blogger or video content creator - creating great content is never easy. Neither is keeping up with the ever growing array of social media platforms. Content repurposing is a critical activity to ensure that your content finds it's audience and your message is heard. Amy Woods, Founder of Content 10x, reveals everything you need to know about content repurposing in biweekly episodes released every other Thursday! Find out more at www.content10x.com

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September 10, 202640 min

How to Turn One Event Sponsorship Into Six Months of Content with Jillian Hoefer

What if a single day of event sponsorship could give your content team six months of material? That's what happened when UserEvidence sponsored an on-site podcast studio at an industry event and used the opportunity to create a whole series of conversations with B2B marketers. It's also the story that brought their Director of Content Marketing, Jillian Hoefer onto the podcast in the first place. Amy had been following her on LinkedIn for a while, and when Jillian posted about the repurposing play in detail, it was enough to ask her on the show to walk through it properly. But the interesting part isn't just how much content came out of it. It's how deliberately the team planned for what those conversations could become, well before anyone hit record. In this episode, Amy Woods sits down with Jillian to break down the thinking behind it: choosing a clear thesis, finding the right people, making the ask, preparing guests, and leaving enough room for the unexpected. Find out: How sponsoring someone else's event can generate months of content Jillian's four-step framework for turning one event sponsorship into a genuine content engine How a topic-led invitation helped secure interviews with busy B2B marketers, including people who'd never been on a podcast before Why Jillian maps 80% of her content plan before an event even starts, and deliberately leaves the rest open The content assets B2B teams often forget to plan for, including sales enablement resources Important links & mentions: Jillian Hoefer on LinkedIn UserEvidence Amy on LinkedIn Content 10x Amy’s book: ( Content 10x: More Content, Less Time, Maximum Results ) Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. She's also 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 marketing. Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

August 27, 202644 min

Zero-Click, AI Search and the Last-Click Attribution Trap: What B2B Marketers Need to Know with Amanda Natividad

Zero-click content was a new concept when Amanda Natividad first joined our podcast back in 2022. Now, it may just be how marketing works. In this episode, Amy sits down with Amanda, Chief Evangelist at SparkToro, for her third appearance on the show, this time getting into AI search, a citation problem that's easy to overlook, and why last-click attribution might be overlooking your best customers. From why AI traffic is hiding in plain sight, to a story about an AI recommendation that went against everything a company's own homepage suggested, this one covers a lot of ground. Find out: Why zero-click search has gone from 50% to 68% of Google searches since 2022, and why it's now the reality of search What a ghost citation is and why it's becoming one of the trickier problems in AI search The four GEO mechanics, and the two most B2B marketing teams still neglect A genuinely surprising story about how an LLM recommended a product based on what Amanda needed, not how the company had positioned itself Why last-click attribution may be costing companies their best customers The one metric Amanda would replace last-click attribution with, and why it matters Important links & mentions: Amanda Natividad on LinkedIn SparkToro Amanda's website and book: Zero-Click Marketing: How to Build Brands and Earn Customers on a Traffic-Starved Web B2B Content Operations Benchmark (free) Amy on LinkedIn Content 10x website Amy’s book: Content 10x: More Content, Less Time, Maximum Results Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. She's also 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 marketing. Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter .

August 13, 202647 min

The Sales and Marketing Relationship: Why Most Teams Get It Wrong and How to Fix It with Freya Ward

Ever felt like sales and marketing are speaking two different languages, even when they're ultimately chasing the same goal– to help the business grow and succeed? Getting the two departments to work together is one of the more persistent challenges in B2B, and it shows up everywhere from content strategy to the CRM. In this episode, Amy Woods sits down with Freya Ward, Associate Managing Director at Headley Media, to unpack what causes friction between sales and marketing teams, and what a stronger working relationship looks like in practice. From reframing what "lead leakage" really means to a surprisingly simple way to use AI before a high-stakes meeting, Freya brings the perspective of someone who sits at the intersection of both departments every day. Find out: Whether there's any truth to the old saying that marketing's job is to break sales, and sales' job is to break ops The content that genuinely helps sales, and the content that tends to gather dust What lead leakage looks like in practice, and why "not right now" isn't the same as "no" The 95/5 rule, and why it changes how you should think about content What marketing can learn from AI-powered sales calls, and where you still need human judgment A really practical way to use ChatGPT or Claude before walking into a meeting with sales And Freya's advice for building a stronger relationship between sales and marketing Important links & mentions: Freya Ward on LinkedIn: https://www.linkedin.com/in/freya-ward-8a715725/ Headley Media: https://www.headleymedia.com/team/freya-ward/ Freya’s podcast: B2B Marketers: Off the Record B2B Content Operations Benchmark (free) Amy on LinkedIn Content 10x website Amy’s book: Content 10x: More Content, Less Time, Maximum Results Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. She's also 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 marketing. Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

July 23, 202618 min

How to Measure Your B2B Content Strategy (Without Drowning in Data)

You built the strategy. You built the content. But can you prove any of it is working? A lot of B2B marketing teams can point to a full content calendar and a consistent publishing schedule, and still have no clear answer to that question. The numbers exist, dashboards get checked, reports get sent round. But there's a tougher question hiding underneath it all: does any of this connect back to something the business cares about? In part seven of our seven-part B2B content strategy series, Amy Woods gets into how to answer that, from choosing the right metrics for each stage of the buyer journey to knowing when to persist with a strategy and when to change it. Find out: Why consistency, not strategy, is often the real problem when content stops delivering results How to choose the right metrics based on your business goals, whether that's brand awareness, consideration, or conversion The difference between vanity metrics and value metrics, and the one question that separates them Why it’s okay if 50% of your marketing cannot be neatly attributed - this should not stop you as long as actions tie to business goals How to diagnose whether underperforming content has a reach problem or a resonance problem Important links & mentions: B2B Content Operations Benchmark (free) B2B Content Strategist podcast - Season 3 Episode 18 with Jason Widup Part 1 - What Is a B2B Content Strategy (And Why Does It Matter)? Part 2 - How Do You Align a B2B Content Strategy to Business Goals? Part 3 - How Does Competitor Analysis Fit Into Your B2B Content Strategy? Part 4 - Can Your B2B Content Strategy Work Without Core Messaging and Positioning? Part 5 - How to Choose Your B2B Content Channels and Formats Part 6 - Content Repurposing and Distribution: Is Your B2B Content Working Hard Enough? B2B content strategy series on YouTube Amy on LinkedIn Content 10x Amy’s book: Content 10x: More Content, Less Time, Maximum Results Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. She's also 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 marketing. Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week with the Content10x Newsletter .

July 2, 202624 min

Why Content Repurposing and Distribution Should Be Built Into Your B2B Content Strategy

Some teams out there are sitting on more content than they realize. So, the problem isn't creation but what happens after. The pattern often looks something like this: a brief gets written, a draft gets approved, the content goes out, and then everyone moves on to the next thing. Distribution happens, but almost as an afterthought, a couple of social posts, maybe an email, and that's it. In this episode, part six of our seven-part content strategy series, Amy Woods tackles the part most teams leave until last. Repurposing and distribution. Spoiler: if your team's spending 80-90% of its time on creation and barely any getting that content seen, the balance is off. And it's worth fixing. This episode looks at the ins and outs of repurposing well, not cross-posting or checkbox marketing, but a genuinely strategic approach that's planned in from the start. Find out: Why repurposing isn't about copy-paste or checkbox marketing The ratio of time B2B content teams should be spending on creation versus distribution, and why most have it backwards How to structure content into segments that make it easier to repurpose later The "zero moment of truth," and what it means for how many touchpoints your audience needs before they trust you How repurposing connects back to your core messaging and positioning, and why misalignment shows up fastest when content gets repurposed Where AI helps speed up repurposing, and where it doesn’t Important links & mentions: Blog post for this episode: Why Content Repurposing and Distribution Should Be Built Into Your B2B Content Strategy Part one of the series: What Is a B2B Content Strategy (And Why Does It Matter)? Part two of the series: How Do You Align a B2B Content Strategy to Business Goals? Part three of the series: How Does Competitor Analysis Fit Into Your B2B Content Strategy? Part four of the series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning? Part five of the series: Where Should Your B2B Content Live (and Where Should It Not?) Part 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data) How Content Repurposing Can Help You Win the Zero Moment of Truth The Ultimate Guide to Planning, Promoting and Repurposing B2B Webinars B2B Webinar Planning Playbook Bamboo HR webinar repurposing case study B2B content strategy series on YouTube Amy on LinkedIn Content 10x website Amy’s book: Content 10x: More Content, Less Time, Maximum Results Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. She's also 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 marketing. Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

June 18, 202620 min

How to Decide What B2B Content to Create and Where to Publish It

Are your channel decisions rooted in strategy, or just habit? For some B2B marketing teams, the honest answer is somewhere in between. The channels accumulated over time. LinkedIn, because everyone is on LinkedIn. A podcast because a competitor had one. Instagram, because… optics? Before long, there’s a whole content operation built around platforms nobody consciously chose. In this episode, Amy Woods gets into a crucial part of a B2B content strategy: deciding where your content should live and where it should not. From the difference between owned and borrowed channels, to finding the sweet spot between where your audience is and where your team can show up consistently, this episode gives you a practical framework for making channel decisions you can stand behind and revisit regularly. Find out: Why spreading your content across too many platforms dilutes rather than builds The difference between owned and borrowed channels, and why it matters for your long-term strategy How to find the sweet spot between where your audience is and where your team can show up consistently Why platform-specific content outperforms cross-posting every time How audience intent and your own content intent should shape your format decisions Whether your channel strategy should factor in the customer journey How many platforms to focus on for an effective B2B content strategy The three questions to ask when auditing every channel you are already on Important links & mentions: Blog post about this episode Why Not All Content Works Everywhere and That's a Good Thing Take the B2B Content Operations Benchmark Part one of the series: What Is a B2B Content Strategy (And Why Does It Matter)? Part two of the series: How Do You Align a B2B Content Strategy to Business Goals? Part three of the series: How Does Competitor Analysis Fit Into Your B2B Content Strategy? Part four of the series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning? Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content Strategy Part 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data) B2B content strategy series on YouTube Amy on LinkedIn Content 10x website Amy’s book: Content 10x: More Content, Less Time, Maximum Results Timestamps: 00:00 Intro: Publish smarter, not harder 00:50 B2B Content Strategy Series intro and recap 02:15 Avoid the trap of being everywhere 03:46 Free B2B Content Operations Benchmark Assessment 04:30 Where your content should live 05:39 Owned channels vs borrowed channels 07:16 Importance of being confident on a platform 08:42 Why you should review your channels… and how 10:34 Content formats: don’t try to do everything 10:58 Audience intent 12:58 Customer journey and content types 14:08 Repurposing across the funnel 14:41 How many platforms should you focus on? 15:42 How to audit your current channels 17:30 When to double down or leave a platform 18:46 Key takeaways: focus over spread 19:19 Series recap: what’s next 19:54 B2B Content Operations Benchmark reminder 20:32 Wrap up Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

June 4, 202618 min

How Do You Build a B2B Content Strategy Around Clear Messaging and Positioning?

Is your messaging making you memorable, or just visible? You could have the best content engine in your industry, be publishing consistently across multiple channels, and focusing on quality. But if it isn't memorable, none of it sticks. Core messaging and positioning is one of those things that sounds simple until you try to do it well. If you asked ten people in your organization what you are all about and why customers should choose to work with you, would they all broadly answer in the same way? In most organizations, the answer is no. That inconsistency shows up everywhere. In your content, on your website, in sales conversations, and in ways that are hard to trace back to the source. In part four of our seven-part B2B content strategy series, Amy Woods digs into what messaging is, what goes into a messaging framework, and how to know whether yours is working for you. Find out: What messaging is and why consistency is what makes it stick Whether you can have a B2B content strategy without clear messaging The five components every B2B messaging framework needs How to define your messaging and positioning through internal conversations How to use your messaging framework on a daily basis, including how to embed it into your AI tools The signals that tell you your messaging is working When to review your messaging and how to update it without doing a hard pivot Important links & mentions: Blog post about this episode: https://www.content10x.com/357 Part one of the B2B content strategy series - What Is a B2B Content Strategy (And Why Does It Matter)?: https://www.content10x.com/354 Part two of the B2B content strategy series — How Do You Align a B2B Content Strategy to Business Goals?: https://www.content10x.com/355 Part three of the B2B content strategy series — How Does Competitor Analysis Fit Into Your B2B Content Strategy?: https://www.content10x.com/356 Part five of the B2B content strategy series: How to Choose Your B2B Content Channels and Formats https://www.content10x.com/358 Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content Strategy Part 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data) B2B content strategy series on YouTube: https://youtube.com/playlist?list=PLVwaHzx-z4d4Rcnrh2VsUN9d47rrdMypp&si=NjYvp1Ilo26KnIF3 Amy on LinkedIn: https://www.linkedin.com/in/amywoods2/ Content 10x website: https://www.content10x.com/ Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results) Timestamps: 01:57 Free B2B Content Operations Benchmark Assessment 02:35 What is messaging? 03:44 Why a great content strategy can’t exist without clear messaging 04:33 Who owns messaging? 05:10 Core components of a messaging framework 06:55 How to define messaging through internal conversations 08:35 Where messaging shows up in real-world execution 09:16 Opinionated content and category positioning 10:38 Embedding messaging into AI tools and workflows 11:09 How to know your messaging is working (or not working) 13:08 Quantitative vs qualitative signals from customers and sales 13:47 Revisiting and adjusting your messaging framework 16:07 Recap and what’s next 17:55 Wrap up About the host: Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. She's also 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 marketing. Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

May 21, 202618 min

How Does Competitor Analysis Fit Into Your B2B Content Strategy?

Are you doing competitor analysis, or just keeping an eye on things? Many B2B content teams know they should be aware of their competitors. But awareness and analysis are two very different things. Done properly, it's one of the most powerful ways to find the gaps in your market, identify underserved audiences, and build a content strategy that genuinely sets you apart. In this episode, which is part three of our seven-part B2B content strategy series, we get into what competitor analysis really involves, how to do it effectively, and how to turn what you find into content decisions that help you stand out in a crowded marketplace. Find out: Why competitor analysis is about differentiation, not copying The four types of competitors worth tracking in your market What to look at when you analyze competitors, from topics and messaging to SEO and lead gen content The tools and methods that make competitor analysis practical How to turn your findings into three clear content outputs Who should own competitor analysis, and how marketing and sales should work together Important links & mentions: Take the B2B Content Operations Benchmark: https://www.content10x.com/benchmark Blog post about this episode: https://www.content10x.com/356 Part one of the B2B content strategy series — What Is a B2B Content Strategy (And Why Does It Matter)?: https://www.content10x.com/354 Part two of the B2B content strategy series — How Do You Align a B2B Content Strategy to Business Goals?: https://www.content10x.com/355 Part 4 of our B2B Content Strategy series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?: https://www.content10x.com/357 Part 4 of our B2B Content Strategy series: How to Choose Your B2B Content Channels and Formats https://www.content10x.com/358 Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content Strategy Part 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data) SparkToro: https://www.sparktoro.com Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ Content 10x: https://www.content10x.com/ Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum About the host: Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. She's also 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 marketing. Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

May 7, 202613 min

How Do You Align a B2B Content Strategy to Business Goals?

Is your content strategy built around your business goals, or just your content calendar? Most B2B teams produce content consistently and put real effort into it. But when someone asks, “What’s this content doing for the business?” the answer isn’t always there. That issue almost always starts in the same place: the strategy was never tied back to business goals in the first place. In this episode, which is part two of our seven-part B2B content strategy series, host Amy Woods breaks down where a content strategy should start. She shares how to understand business goals from a content point of view, all the way to gathering the audience insight that makes it all click into place. Find out: Why understanding business goals is the only right starting point for a content strategy What business goals look like in a content context (from brand awareness to employer brand) How the buyer journey shapes what you create and why Why B2B buying is more complex than most content strategies account for Where to find real audience insight and what to do with it Important links & mentions: Blog post about this episode: https://www.content10x.com/355 Part 1 of our B2B content strategy series — What Is a B2B Content Strategy (And Why Does It Matter)? https://www.content10x.com/354 Part 3 of our B2B content strategy series - How Does Competitor Analysis Fit into Your B2B Content Strategy: https://www.content10x.com/356 Part 4 of our B2B Content Strategy series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?: https://www.content10x.com/357 Part 5 of our B2B Content Strategy series: How to Choose Your B2B Content Channels and Formats Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content Strategy Part 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data) B2B content strategy series on YouTube: https://youtube.com/playlist?list=PLVwaHzx-z4d4Rcnrh2VsUN9d47rrdMypp&si=NjYvp1Ilo26KnIF3 Take the B2B Content Operations Benchmark: https://www.content10x.com/benchmark Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ Content 10x: https://www.content10x.com/ Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results) Timestamps: 00:00 Content Without Purpose 00:57 B2B Content Strategy Series Intro 01:38 Free B2B Content Operations Benchmark Assessment 02:18 Start With Business Goals 04:52 Mapping the Buyer Journey 05:26 Matching Content Types to the Journey 07:03 Why B2B Buying Is Never Just One Person 08:08 Gathering Audience Insights 09:45 The House Analogy: Matching Content to the Moment 10:59 Measurement and KPIs — Preview 11:43 Wrap Up and Next Episode Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. She's also 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 marketing. Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

April 23, 202618 min

What Is a B2B Content Strategy (And Why Does It Matter)

Do you commit random acts of content? We’re excited to launch a brand new seven-part series on B2B content strategy, and this first episode is all about getting back to basics and addressing what a content strategy is. Many B2B marketing teams are producing a lot of content, but when you ask why it exists, who it's for, or whether it's working, the answers aren't always clear. Host Amy Woods explains what a content strategy is, why it matters, and how it differs from a content plan or a campaign. Amy also explores why “random acts of content” rarely lead to consistent results, and what B2B teams need to put in place to create content that truly supports business goals - especially in longer, more complex buying cycles. Whether you're building a strategy from scratch or sense-checking what you already have, this is the place to start. Find out: What a B2B content strategy is – and why it matters The difference between strategy, plan, and campaign Why content without a strategy often lacks direction The key components of a strong content strategy and the questions every content strategy should answer Why strategy is so important in B2B and stakeholder alignment is critical How to use your strategy as a filter for day-to-day content decisions Important links & mentions: Blog post about this episode: https://www.content10x.com/354 Part 2 of our B2B content strategy series - Building a B2B Content Strategy That Supports Business Goals: https://www.content10x.com/355 Part 3 of our B2B content strategy series - How Does Competitor Analysis Fit into Your B2B Content Strategy: https://www.content10x.com/356 Part 4 of our B2B Content Strategy series: Can Your B2B Content Strategy Work Without Core Messaging and Positioning?: https://www.content10x.com/357 Part 5 of our B2B Content Strategy series: How to Choose Your B2B Content Channels and Formats Part 6 of our B2B Content Strategy series: Why Content Repurposing & Distribution Should be Built Into Your B2B Content Strategy Part 7 of our B2B Content Strategy series: How to Measure Your B2B Content Strategy (Without Drowning in Data) https://www.content10x.com/358 B2B content strategy series on YouTube: https://youtube.com/playlist?list=PLVwaHzx-z4d4Rcnrh2VsUN9d47rrdMypp&si=NjYvp1Ilo26KnIF3 Take the B2B Content Operations Benchmark: https://www.content10x.com/benchmark Amy on LinkedIn https://www.linkedin.com/in/amywoods2/ Content 10x: https://www.content10x.com/ Amy’s book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results) Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations. She's also 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 marketing. Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter