Shows
Content MattersValuable Friction: How to Reset Your Thinking for 2026Robert Rose, Founder and Chief Troublemaker at Seventh Bear, a strategic marketing consultancy, wrote the book, Valuable Friction, in which he suggests that we all need to stop chasing the fast lane that AI and automation are driving and take some time to figure out what really drives us and makes us stand apart. Robert joined us on the final episode of the podcast to talk about what valuable friction is and the four motions of valuable friction: creative, strategic, operational, and relational. We also talked about how you can leverage one or more of these motions to differentiate...
2025-12-1443 min
Content MattersModel First, Scale Smarter: Why Content Foundations MatterContent is the connective tissue of your entire organization—and a critical business asset. Yet too many companies build strategies without a strong foundation, leading to chaos, inefficiency, and now even more confusion with AI in the mix. In this episode of the Content Matters podcast, Carrie Hane, an independent strategy consultant, joined us to discuss why the right model from the start can make or break your content strategy. We explored how modeling reconnects organizations to their purpose, helps them zoom out to see the big picture, and provides a framework for both new and established content operati...
2025-11-1748 min
Content MattersThe Lowdown from the Largest Study of Content Operations in the WorldA content strategy without content operations is just a nice idea. There is no content fairy who can wave a magic wand and make effective content happen at scale. The good news? We have content operations. And thanks to repeated research, Colleen Jones and the team at Content Science know a lot about what makes content operations work well. When executed strategically, content operations seem magically powerful to overcome the many challenges to scaling effective content in the age of AI. Colleen joined us for a conversation about the latest report based on surveys and interviews with more tha...
2025-10-2754 min
Content MattersRedefining the CMS for the AI Era with Deane Barker & David HillisContent management systems have been the backbone of digital publishing and enterprise content strategies for decades. But as AI becomes embedded in business systems, a big question emerges: If AI is rewriting how businesses work, what does that mean for the system we’ve relied on for decades to manage content? In this episode of the Content Matters Podcast, Deane Barker, a renowned CMS Expert and the Director of Strategic Engagement at Staffbase and David Hillis, CMO at Ingenix, discussed the critical questions shaping the future of CMS in the AI era. Some of the topics discussed incl...
2025-09-191h 01
Content MattersContent Strategists: It’s Time to Develop the Essential Skills and Mindset for an AI-Driven Content FutureLong-time content architect Larry Swanson joined us on the Content Matters podcast to help content strategists learn how to navigate the evolving landscape of AI. He talked about how to effectively work with generative AI and showed pathways into another corner of the AI world - the semantic technologies that make AI architectures more transparent and trustworthy. You'll leave the conversation with actionable insights for growing your skill set and understanding the ever-evolving AI ecosystem. Key topics included: Ontological thinking and the semantic spectrum Neural network learning-based AI (LLMs and generative AI) vs. symbolic knowledge-based AI (ontologies and...
2025-07-2255 min
Content MattersSmarter Content with AI: Structured Models, Knowledge Graphs, and Human-Centered StrategyNoz Urbina, a content strategist and founder of Urbina Consulting, joined us to explore how AI, content modeling, and knowledge graphs can work together to deliver smarter, more human-centered content experiences. We covered: Why generative AI needs structured content and semantic models to stay on track The role of knowledge graphs in delivering accurate, contextual responses How to use AI to create value, not just volume Real-world tips and strategies for implementing AI-powered content systems that support human expertise If you’re serious about making your content more intelligent, relevant, and genuinely useful, this is t...
2025-06-2348 min
Content MattersRedefining Revenue: How AI Is Rewriting the Rules for Sales and Marketing LeadersLatane Conant, the Chief Revenue Officer for 6sense, a Revenue Intelligence Platform is joining us on the podcast for a conversation on how AI is reshaping go-to-market strategy, transforming SDR and RevOps roles, and redefining what it means to lead a revenue team.This isn’t about surface-level automation—it's a deep dive into how AI is challenging long-held assumptions, introducing new risks, and creating new opportunities for creativity, accountability, and trust in the sales and marketing engine. Key Points of the Discussion: How sales and marketing leaders are using AI to reframe strategy and optimi...
2025-06-1935 min
Content MattersUnlocking the Power of Information ArchitectureWe sat down with Amber Swope, Founder of DITA Strategies, to explore the critical role of information architecture (IA) in technical and product documentation. Amber shared insights on how a strong IA foundation enhances intelligent authoring, supports structured content strategies, and evolves with organizational maturity. Topics discussed included: The different roles within information architecture and how they contribute to content success How IA impacts intelligent authoring and structured content workflows IA maturity models—what they are and what each stage unlocks for your organization The potential impact of generative AI on information architecture Whether you're working with DITA, op...
2025-05-0258 min
Content MattersThe Time is Right: Implementing Structure Through Content DeliveryThink you know the right way to get your company up and running with structured content? Frank Miller, President and Founder of Ryffine, a technical communications consultancy, joined the Content Matters Podcast on March 20th to share a new approach to adopting structured content. One that helps you lower your risk and shows some early wins to prove the value of technical content. We talked about: The growing demand for structured content as a business-critical asset How the AI revolution has validated the structured content approach Using Content Delivery Platforms (CDPs) as a practica...
2025-03-241h 00
Content MattersTruth Collapse: When AIs are Participants in CultureHow do we navigate a world where AI systems aren't just tools, but active participants in our cultural conversations? This episode explored the profound implications of AI becoming embedded in our daily communications, decision-making, and self-expression. Truth Collapse is the outcome of AIs eroding our ability to communicate, make decisions, and even understand ourselves. Noz Urbina, Founder & Omnichannel Strategist, Urbina Consulting, joined us on the Content Matters podcast to explain what Truth Collapse means, how it’s present in our society today, and the boundaries we need around AI technologies and their impact. We explored: How algorithmic...
2025-02-2443 min
Content MattersCathy McKnight - A Look at Content Operation in 2025 – the AI EditionContent Operations is going through some changes and Cathy McKnight, Chief Problem Solver for the Content Advisory shared how things are changing and how. Most important was how we are evolving from content operations to content orchestration. We went through each stage of operations, including: Strategy & PlanningCreation of Content AssetsManagement of ContentDistribution/PromotionAnalytics/Performance And for each, Cathy discussed: The processesThe rolesThe technologyHow AI is impacting it and what it means for the people in the roles, giving them guidance/Future planning ideas. About Cathy Cathy McKnight is the Chief Problem Solver at The...
2024-12-0846 min
Content MattersDeveloping Persona-based Content - The Good, Bad, and the UglyHow well do you really know your audience? Alan Porter, Founder of the Content Pool, joined us on the podcast to discuss how to develop content that supports your specific personas. We talked about creating task-driven personas and why they are better than traditional ones, including how to build them. We also talked about the role AI can potentially play in ensuring those personas are used. Topics included: Why is building personas a good thing to do? Can you explain what you mean by taking an “inside-out” approach to building personas and why it’s not the right way...
2024-10-2838 min
Content MattersAI-Powered Content Strategies with Lance CummingsLance Cummings is an AI content specialist and Professor of Professional Writing at UNC Wilmington. He specializes in optimizing AI usage for businesses, non-profits, and schools in content operations and marketing. On this episode Lance talks about his work developing AI-powered content strategies, including how we can best leverage AI tools and strategies for improved content operations and writing. Some things we discussed: How generative AI has changed his perspectives on writing and how he's integrating it into his classroom teaching.The number of AI writing tools are growing - how he's keeping up with the chan...
2024-07-2251 min
Content MattersCustomer-Focused Outcome Storytelling for Marketing and Technical DocumentationWhat do storytelling and technical content have in common? You might say absolutely nothing. But what if there was a connection? What if we could create better technical documentation by infusing storytelling techniques? Alan Porter, Founder and Chief Content Officer of Content Pool, is joining us on the Content Matters Podcast to help us understand how we can use storytelling structures to create better content - technical and marketing - for our customers. He will answer: Why is storytelling important for enhancing customer experiences? How do you use the key elements of storytelling (e.g., characters, confl...
2024-06-2639 min
Content MattersSurvey-Based Research – The Intersection of Credible Data and Compelling InsightsOne of the most important things a company can do is survey-based research. But there’s a lot more to doing this type of research than spinning up a survey and writing up the results.Michele Linn. founder of Mantis Research, joined us on the podcast to share her expertise and provide insights into creating surveys that provide the information we need and finding the intersection between credible data and compelling insights. Some of questions she answered: Why survey-based research is so important for brands today.Common mistakes brands make. The importance of story in a rese...
2024-06-0536 min
Content MattersTaxonomy, Metadata, and Structured Content in the World of AIDo we still need to think about taxonomy, metadata, and structured content in this new AI-infused business world? Rebecca Schneider, Executive Director of Content at AvenueCX, says that yes, you do. She explained why in our latest podcast episode Among the topics discussed: What is taxonomy design and why is it important for companies to do? The role of taxonomy and metadata when you are using generative AI and LLMs. How does taxonomy help improve data retreival and analysis in AI systems. How can you leverage taxonomy as part of an AI or ML project. About...
2024-04-1833 min
Content MattersTyler Lessard on Building a Media Brand by Thinking Outside-InWith only 1% of your total addressable market actively in-market for a solution like yours, you’re missing a huge opportunity to connect with and engage the other 99%, so that when they are ready, they think of you. Tyler Lessard, founder of Outside-In Marketing, helps B2B companies build audiences of engaged followers and future buyers through a process he calls “Outside-In.” He joined us on the podcast to explain why you need to reframe your strategy and how. Tyler discussed: What media brands do so well that B2B marketers don't Thinking like a media brand vs. becoming a media br...
2024-03-2547 min
Content MattersDecoding Customer Desires with Christine CrandellIn episode 2, we decode the customer mindset and explore why businesses often fall short of understanding their customers as they truly wish. Discover the pitfalls of guesswork in defining customer needs, preferences, and pain points. Christine Crandell from B2B Customer Guru joins us to share real-world examples and stories that explain why you need to understand your customers from the outside-in to deliver the best marketing conversion and loyalty. Here are some of the topics we discussed: Christine says that customer experience is both a mindset and a business strategy. Why?What is the role of Sales...
2024-02-2148 min
Content MattersContent 5.0 - Are We Ready for IT? With Joe GollnerWe've been talking about Content 4.0 for years and working out how it fits into Industry 4.0, also known as the Fourth Industrial Revolution. Part of our work has been to figure out what Content 4.0 means for our approaches to content strategy, engineering, and operations. This already felt a little futuristic. But guess what? Some people have now started talking about Industry 5.0! This prompts us to consider the prospect of Content 5.0. What might that be? Can it be made into an idea that offers us something useful? Joe Gollner of Gnostyx Research joined us on the...
2024-02-0244 min
Content MattersManaging Product Information with Matt ReinerMatt Reiner is a Content Creator for K15t, a company that provides solutions for Atlassian. He has worked on multiple product teams in a range of roles including technical writer, product marketer, content designer, and speaker. Matt joined us on the podcast to talk about the challenges and opportunities related to creating and managing product information. Some of our discussion included: The benefit of embedding AI into product information - and the challenges the can arise when it is.The importance of in-app messaging.The tools and processes needed in product management for capturing and managing product...
2023-12-0541 min
Content MattersMark Kilens on People-First Go-To-MarketMark Kilens knows a thing or two about how to build and grow relationships that drive engagement and grow revenue for B2B companies. He developed a go-to-market business strategy that relies on relationships and partners to create, capture, and convert demand into revenue. It’s about putting people at the center of everything the business does. Mark joined us on the podcast to talk about his GTM model, why content marketing is ripe for disruption, what he learned during his time at HubSpot and Drift, and why community and the right content are so important for business su...
2023-11-1641 min
Content MattersPablo Gonzales Talks Category DesignMany people believe category design is this huge undertaking meant only for enterprise companies but we're looking at it the wrong way. Pablo Gonzalez, co-founder of the Category Thinkers Community joined us on the podcast to help us understand how category design is and how it fits into our go-to-market motions. We also talked about the role of content in category design, the key elements of building a category and how Category Thinkers got started. Some topics discussed: How Pablo got started in category design.Who owns category design in the organization?Why you need to completely rethink...
2023-09-2644 min
Content MattersThe Role of Generative AI in RevOps with Viral Bajaria, 6sense CTOWho better to talk about large language models and generative AI than the co-founder and CTO of 6sense, an account-based marketing platform that is built on AI and leverages generative AI in some of its capabilities?Viral Bajaria shared his perspective on large language models, what surprised him about the new excitement over generative AI, how they use it in 6sense, and the benefits it has brought. Plus, Viral shared some important things to consider when implementing it. Key topics included: The growth of large language models (LLMs).If companies should build their own LLMs...
2023-08-0131 min
Content MattersPR, Content & Comms Strategy for B2B Tech with Kristin HegeAs the founder and CEO of Convey Communications, Kristin Hege has extensive experience in the public relations industry and works with some well-known B2B tech companies. She joined us on the podcast to talk about how the PR industry is changing and offered both marketers and other public relations professionals some guidance into how PR works today. Some of the topics included: Kristin’s perspective on how the PR industry has changed and what are the most important elements of a PR strategy today.How she approaches building a PR strategy for clients.What are some of th...
2023-07-0530 min
Content MattersChris Carr: Stop Random Acts of Marketing +Marketing in a Time of Generative AIChris Carr has been in marketing for over 22 years, working with a range of companies through his digital marketing agency, Farotech. He’s learned a lot about how marketing strategies have changed from SEO and programmatic advertising to content marketing, and generative AI. Carr joined us on the podcast to share his insights and advice for marketers, including: How to get started with a content marketing strategy.The importance of SEO even in the age of generative AI.How marketers can take advantage of generative AI.Bad habits marketers fall into and how to get ou...
2023-05-3143 min
Content MattersThe People, Process, and Tech of Content Operations with Cathy McKnightContent is the lifeblood of a great customer experience, but many organizations continue to struggle to put in place a content strategy and operationalize it to maximize its full potential. Cathy McKnight, Chief Problem Solver at The Content Advisory, knows this well and spends her time working with companies to solve their content problems. Some of things we talked about on the podcast include: The different places content operations can sit in an organization and how to determine which approach is right for your company.How to create a content operations framework (and what it is).The importance of...
2023-04-2553 min
Content MattersContentMattersS5Ep2_ScottBrinkerMarketingPlatformsEcosystems_033123The amount of change happening in marketing today is mind boggling and getting increasingly difficult to keep up with. But we continue to try and in this episode, Scott Brinker, Chief Marketing Technologist and the VP of Platform Ecosystem at HubSpot, brings his unique and deeply experienced view of what’s happening. We talked about platforms, martech stacks, low-code, agile software development, and (of course) generative AI. About Scott Brinker Scott Brinker has been an entrepreneur at the intersection of marketing and technology for some time, and he shares his knowledge and expertise through his Ch...
2023-04-0340 min
Content MattersA Conversation on AI with Paul Roetzer - Writing, Marketing, Search, and MoreChatGPT has brought the conversations around AI to the forefront and there are mixed feelings across the board. Paul Roetzer, CEO and Founder of the Marketing AI Insititute joined us on the podcast to talk about what's happening with generative AI, the opportunities and challenges, and what we need to be thinking about.A few of the topics:Why has ChatGPT sparked such a huge debate around content development? We’ve had AI writing for a few years now (and it’s getting better all the time) - why did this one capture so much attention?Looking at C...
2023-02-1741 min
Content MattersContentMatters_S4Ep9_SangramVajre_GoToMarket_12072022Marketing is continually evolving, and the strategies B2B marketers use are many: demand gen, lead gen, account-based marketing, product-led growth, etc. How do you know what is the right go-to-market approach? Sangram Vajre, co-founder and CEO of GTM Partners, joined us to talk about go-to-market and how to design the right strategy for your organization. We also took a step back in time and talked about how Sangram got into marketing and why he loves it. You will hear: > How Sangram “fell” into marketing > His time at Terminus and the marketing approach that buil...
2022-12-0634 min
Content MattersAll Things Marketing with Brian Piper: Content, SEO, Analytics, Web3, Oh My!Marketing is a continually evolving practice, and content marketing is a major element of that practice. Brian Piper, a marketing consultant and the co-author of the upcoming second edition of EPIC Content Marketing, joins us on the Content Matters podcast to talk about content marketing, the upcoming Google Analytics 4, getting better at SEO, and the impact of Web3 on brand marketing. If you want to understand how to evolve your markeing training or where to focus your marketing efforts, this episode is a must-listen.A few highlights:How Brian got started in content marketing thanks to a book...
2022-10-0542 minContent MattersBuilding a Social Media Marketing Strategy with Alex LeeAlex Lee is the Partner Success Manager at Diginomica and an experienced communications consultant. They refer to themself as a “Comms consultant who loves data analysis.” Alex joined us on the Content Matters Podcast to share their insights and expertise on building and implementing a social media strategy. The conversation focused on organic social media marketing but also included their view on social media advertising. Some of the topics discussed:What brands should and should not be doing on social networks today.The role employees play in building the brand voice on social mediaThe newest social media...
2022-09-1337 min
Content MattersThe Importance of Customer Advocacy with Andrew SevilliaAndrew Sevillia is a customer advocacy and marketing professional with over 15 years of experience working for companies like Sage Intact, NetSuite, and Juniper Networks. Andrew joined us on the podcast to help us better understand what customer advocacy is and why it’s so important for companies to create advocacy programs. He also shared insights on how to build a customer advocacy program andSome of the topics included:Understanding customer advocacy and customer marketing.What a customer advocacy program looks like and some of the key elements of a program.Who needs to be involved in...
2022-07-2530 min
Content MattersMoni Oloyede On The Intersection of Marketing Operations and Content StrategyWe often think of marketing operations and content strategy are distinct elements of a marketing strategy performed by different teams. But there is a relationship between the two and you can’t be good in one without a solid understanding of the other. Moni Oloyede, Director of Marketing Infrastructure at Fidelis Cybersecurity and a digital marketing expert and speaker, joined us on the Content Matters podcast to talk about the interrelationship between these two areas of marketing and shared some guidance on how you can bring them together to create successful customer experiences.Here’s what you’ll learn:
2022-05-2032 min
Content MattersJen Allen On Being a Chief EvangelistJennifer Allen has taken on the role of Chief Evangelist in her company, Challenger. It’s new role, one that she worked hard to achieve. She joined us on the podcast to talk about the role, what it involves and how it helps a company build a strong presence. She also shared her experiences working in Sales and talked about how the role needs to evolve to better support customers, including acting more like a marketer than a traditional salesperson.Here’s what you’ll learn:What the role of the Chief Evangelist is and how she came to tak...
2022-04-2032 min
Content MattersHilary Marsh: Defining & Operationalizing Content StrategyThere is so much to understand about content strategy, and Hilary Marsh, Chief Strategist of The Content Company joined us on the Content Matters podcast to talk about some areas that are not as widely discussed. The focus for our talk was more on content strategy for intranets and for companies where content is their primary offering (like associations and non-profits) but you could apply much of what Hilary shared to all content strategy work. Key topics included how content strategy has evolved, what organizations are doing well and not so well and much more, including:How to...
2022-03-2344 min
Content MattersChantelle Nash: Evolving the Employee Digital ExperienceWe talk a lot about customer experience, but the employee experience is equally important to get right. When employees don’t feel valued and aren’t engaged in a way that makes them happy and content in their work, the customer experience suffers. But a lot has changed in terms of employee experiences and we’re talking with Chantelle Nash to understand how they’ve changed and why it’s important to consider employee experiences as one element of a company-wide perspective on digital experience.Chantelle is the Learning Systems and Innovation Leader at Baker Hughes, but she’s also done som...
2022-02-2031 min
Content MattersVal Swisher – The Personalization ParadoxWe are fortunate to kick off our fourth season with Val Swisher, Founder and CEO of Content Rules, a consulting firm that delivers content strategy, development, transformation, and optimization services. Val joined us to talk about something every company wants to do – provide personalized experiences at scale.She’s authored a book on the topic - The Personalization Paradox: Why Companies Fail (and How to Succeed) at Delivering Personalized Experiences at Scale with Regina Lynn Preciado, a senior content strategist with Content Rules.We talked about the need for content standardization to enable personalization at scale and what orga...
2022-01-2732 min
Content MattersSara Feldman: Improving CX through Customer SuccessSara Feldman is the Director of Member Engagement at the Consortium for Service Innovation, a non-profit alliance of service and support organizations that focus on innovation around customer engagement, productivity, and success. Through her work as a Consortium member and now working for the Consortium, Sara understands the importance of customer support experiences in the overall customer experience. She joined us on the podcast to talk about the work the Consortium does, but also shared her views on content strategy, how to create successful customer support programs, and more.Key topics included:What is the Consortium for Service In...
2021-12-0232 minContent MattersAndy Crestodina on Marketing Strategy: SEO, Content, ABM, and MoreAndy Crestodina is the co-founder and Chief Marketing Officer of Orbit Media, a web design and development agency located in Chicago. Andy is a wealth of marketing knowledge and is one of the experts to talk to about SEO and content strategy. He regularly shares in-depth insights on his blog and presents regularly at conferences. He joined us on the podcast to talk about these topics, along with demand generation, account-based marketing, and more.Key topics included:What is Orbit Media’s content strategy and why do they share so much great information.Working on SEO today – what...
2021-10-1532 min
Content MattersMark Lewis on Intelligent Content Design and MetadataEpisode Summary: Mark Lewis is a content engineer and the co-founder of the intelligent content consultancy, Caliper Content Services. Mark joined us on the Content Matters Podcast to talk about a topic near to his heart, and a source of frequent frustration – metadata. You think it’s simple to create metadata on your content, but there’s a lot to think about to build your metadata model and we cover it all in this episode. Key topics included: What is content engineering What is metadata and why it’s so important Why you can’t design...
2021-09-1442 min
Content MattersKatrina Wong on Leveraging Customer Data for Great Customer ExperienceKatrina Wong is the VP Marketing for Segment, a business unit of Twilio. She joined us on the Content Matters Podcast to talk about the evolving customer data landscape, including what the end of third-party cookies means for customer experience and why it’s not such a bad thing that marketers are easing their reliance on third-party data.We also talked about customer data platforms (CDPs) - of course, and how they help bring together all a company’s first-party data to enable truly personalized – and hyper-personalized customer experiences. And we talked about what the API economy and the idea o...
2021-08-1832 min
Content MattersLatane Conant on Creating Better Account-based ExperiencesLatané Conant is the CMO of 6sense. She joined us on the Content Matters podcast to discuss account-based marketing and engagement, with a focus on the insights she shares in her book: No Forms. No Spam. No Cold Calls. Along with over seven years in executive marketing positions, Conant is also a seasoned sales leader, so she understands well the challenge of getting sales and marketing to work well together and how things need to evolve in companies to make that happen. Some of the things we talked about: Her shift from sales to marketing and her be...
2021-06-1741 min
Content MattersSarah Mitchell on the State of Writing in 2021Episode Summary:Sarah Mitchell’s company, Typeset, produces an annual State of Writing survey. This is the second year of the survey and Sarah talked about some of the key insights from the survey. She also shared her experiences as a writer and content marketer.Inside This Episode: Businesses are planning to increase content development, but not content budgets. Writers are not completely satisfied with the performance of their content, yet they are optimistic about the writing process. How writers understand the customer and what to write. The lack of governance in writing pr...
2021-05-2043 min
Content MattersKristina Halvorson on Content Strategy, Design and the User ExperienceTo understand content strategy in its full perspective, you only need to talk with Kristina Halvorson, co-founder and CEO of Brain Traffic, a content strategy consulting firm. Halvorson joined us on the Content Matters podcast to talk about the elements of content strategy and how they all work together to build better customer experiences. She shared her insights on content marketing, copywriting, UX writing, content marketing, content design, and much more.Inside This Episode: The complete definition of content strategy The difference between marketing writing and writing for the web and products How co...
2021-05-0343 min
GTM Made Simple815. A Band Teacher Takes on Sales DevelopmentWhat could you learn about sales engagement and enablement from a former Middle School and High School band teacher? Probably more than you think. In this takeover episode of #FlipMyFunnel, Content Matters host Barb Mosher Zinck speaks with Kris Laird, Sales Process & Development leader at Ingeniux, about sales engagement, enablement, and the technologies that drive both. What is the difference between sales engagement and enablement, and what did his time as a music educator teach him that he’s been able to use in his s...
2021-03-191h 00
GTM Made Simple815. A Band Teacher Takes on Sales DevelopmentWhat could you learn about sales engagement and enablement from a former Middle School and High School band teacher? Probably more than you think. In this takeover episode of #FlipMyFunnel, Content Matters host Barb Mosher Zinck speaks with Kris Laird, Sales Process & Development leader at Ingeniux, about sales engagement, enablement, and the technologies that drive both. What is the difference between sales engagement and enablement, and what did his time as a music educator teach him that he’s been able to use in his s...
2021-03-191h 00
Content MattersRahel Bailie on Content Systems, ExperiencesIf you want to understand how to create, manage, and publish your content from an organization-wide perspective, Rahel Bailie is the person to talk to. Bailie is a long-time content advocate who works with organizations that truly understand how important their content is. She joined us on the podcast to talk about her experience on content strategy, content operations, content experiences, and much more. Inside This Episode: Getting a holistic view of content across the organization The importance of UX of content and the need to understand the customer experience to properly manage content The role...
2021-03-0949 minGTM Made Simple808. Ethics & Digital Content: Who’s Accountable?Remember the Facebook boycott in July 2020? And the Stop Hate for Profit campaign?Those concerns haven’t abated even slightly.In this takeover episode of #FlipMyFunnel, Content Matters host Barb Mosher Zinck speaks with Jim Edmunds, CEO at Ingeniux, about ethics and digital content.
2021-03-0926 minGTM Made Simple808. Ethics & Digital Content: Who’s Accountable?Remember the Facebook boycott in July 2020? And the Stop Hate for Profit campaign?Those concerns haven’t abated even slightly.In this takeover episode of #FlipMyFunnel, Content Matters host Barb Mosher Zinck speaks with Jim Edmunds, CEO at Ingeniux, about ethics and digital content.
2021-03-0926 min
Content MattersModern Content Marketing with Robert RoseRobert Rose shares his insights and experience about how content marketing has evolved in terms of new trends, team composition and experiences, and its role in the organization. He talks about building experiences and architecting desire and why it’s not enough to be the FAQ of your industry. Inside This Episode: The most important trend in content marketing in 2021 What does the modern content marketing team look like? How to build experiences and architect desire The difference between B2B and B2C content marketing Where companies should focus their content marketing efforts...
2021-02-1241 min
Content MattersMichael Meinhardt Talks Globalization AutomationMichael Meinhardt is the founder and CEO of Cloudwords, a globalization automation software company. He joined us on the podcast to talk about the challenges with translation management today and how automation software can help companies manage globalization processes better, improving workflow and productivity, but also accelerating the time-to-market of global campaigns. Meinhardt mentioned the globalization automation maturity curve, which helps you understand how mature your globalization processes are and how you can improve them.Check out all 7 seasons of the Content Matters Podcast here: Ingeniux Blog | IngeniuxSee who's coming up in future episodes here: h...
2021-01-0429 min
Content MattersJack Molisani Shares Insights on Content Strategy and LavaCon UX 2020Jack Molisani is the Executive Director of the LavaCon Conference on Content Strategy. LavaCon has been taking place since 1998, bringing together content professionals from across the globe to share insights and best practices and develop lasting professional relationships.This is the first year LavaCon will be virtual (like so many other conferences) and Molisani has created a conference that still feels as personal as being there live. His goal is to help people "find their tribe." We talked about the conference and the effects of going virtual, as well as the trends he's seeing across the content strategy a...
2020-10-1440 min
Content MattersMarketing Strategies with David GreenbergDavid Greenberg is the Senior Vice President of Marketing at Act-On Software. He joins us on the podcast to talk about marketing strategies, including refocusing on experience nurturing over lead nurturing, the role of automation, and where marketing automation fits with account-based marketing. We also talked about the rebrand of Act-On and its shift to growth marketing automation. Lots of great insights to make you think about your own marketing strategies.Check out all 7 seasons of the Content Matters Podcast here: Ingeniux Blog | IngeniuxSee who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast
2020-09-1541 min
Content MattersContent Marketing & Strategy with Melanie DezielMelanie Deziel is the founder and Chief Content Officer of StoryFuel, which teaches marketers, publishers, creators and companies of all sizes how to tell better brand stories. She's also the author of The Content Fuel Framework: How to Generate Unlimited Story Ideas. We talked about her background as a journalist and how she found her way into the world of content strategy and content marketing, about building content teams, telling the right stories in the right way, as well as the need for content for everything from thought leadership through to product marketing, sales enablement, and ABM. Throughout our conversation...
2020-08-0730 min
Content MattersEthics & Digital Content. A Conversation with Jim Edmunds, Ingeniux CEO & FounderIn this episode of the Content Matters podcast, we're tackling the topic of ethics and digital content. How can we as tech providers advocate for better ethics and standards over profits? The Facebook boycott, Stop Hate for Profit that's happening this month, is a clear sign that things need to change and that businesses, whether they're B2B, B2C, or whatever, and if they're technology businesses or otherwise, have an opportunity to help drive that change. Our guest to discuss the role of tech providers in fostering a more respectful discourse is Jim Edmunds, CEO and founder of Ingeniux...
2020-07-2925 min
Content MattersKris Laird Explains the Content & Technology Behind Sales EngagementKris Laird is the Director of Sales Development at Ingeniux. He's helping the company build a modern sales process that leverages new strategies and technologies that build relationships with prospects and customers. Prior to Ingeniux, he worked for Outreach, a sales engagement solution, and another 18 as a music educator.We talked to Kris about a new way to engage prospects that involve content, intent, a strong relationship with marketing, and more. If you are a marketer who wants to understand how Sales work, listen to this podcast. And if you are in Sales and want to understand how to...
2020-07-1558 min
Content MattersYoav Schwartz Talks About the Technology Behind Content ExperiencesCEO and co-founder of Uberflip, Yoav Schwartz joined us on the Content Matters Podcast to talk about the technology behind content-driven experiences. We discussed the shift in buying power to the CMO, the difference between content experience platforms and content management platforms, the opportunities and challenges that too much data (or not enough) bring to marketing and much more. Check out all 7 seasons of the Content Matters Podcast here: Ingeniux Blog | IngeniuxSee who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast
2020-06-2936 min
Content MattersTom Treanor Talks Customer Data Platforms and CXTom Treanor is the Global Head of Marketing at Arm Treasure Data, a customer data platform (CDP) provider. Treanor joined us on the Content Matters podcast to talk about CDPs including how they work, how they help improve customer experience, their relationship with CRMs, and much more. He also shared his views on marketing today and in the future and provides great advice for getting started with a CDP implementation.Check out all 7 seasons of the Content Matters Podcast here: Ingeniux Blog | IngeniuxSee who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast
2020-06-1025 min
Content MattersRandy Frisch on Renewing Focus on Great Content ExperiencesRandy Frisch is the co-founder and CMO of Uberflip, a content experience platform. He joined us on the podcast to talk about marketing during the COVID-19 pandemic - how it has and hasn't changed, and how we need to rethink how we use content to engage, inform and influence customers. We also talked about what the "new normal" for marketing will look like as we slowly emerge out of pandemic and try to get back to business as usual.Check out all 7 seasons of the Content Matters Podcast here: Ingeniux Blog | IngeniuxSee who's coming up in...
2020-04-2836 min
Content MattersIan Truscott Talks Content Management and Building ARTIan Truscott is the Founder and Strategy Director of Appropingo, a consultancy that helps organizations design and implement better marketing strategies. Truscott has been a CMO/VP Marketing for a number of technology companies and was a content management analyst for the Gilbane Group. With all this experience, Truscott understands a lot about marketing strategies and marketing tech, including content management. In this podcast, we talked about the content management industry and the goal of creating omnichannel experiences, how organizations can create ART - awareness, revenue, and trust, and much more.Check out all 7 seasons of the C...
2020-03-1032 min
Content MattersScott Abel Dishes on Content Strategy and Information EnablementScott Abel is the CEO and Chief Wrangler of the Content Wrangler. Abel is an expert on content strategy, working with organizations to develop strategies to create, maintain, and deliver their content across channels. He is a popular speaker on content strategy, and he’s the co-author of Intelligent Content Management: A Primer and The Language of Content Strategy, and the creator of the Content Strategy Series of books from XML Press. He's also the producer of the Information Development World Conference.Scott and talked about many things related to content strategy, including the challenges companies facing, the key ele...
2020-02-1246 min
Content MattersDavid Hillis on the Evolution to Agile Content Management and What it Means for OrganizationsA conversation with David Hillis, VP Business Development at Ingeniux (the sponsor of the Content Matters Podcast), is a conversation about how content management is evolving and pushing organizations to rethink what content means to them. "Content is actually the most valuable business asset that most organizations have. Content shapes the way that we interact with the world, with our customers, with the market. It's how we project not only who we are, but where we're going as a company."Listen in to hear David's insights on agile content management and what that really means today.C...
2019-12-051h 06
Content MattersAlan Porter Talks Content-Driven ExperiencesIf you don't think your organization's content is a critical asset then you need to think again. We spoke with Alan Porter, Director of Content Intelligence Strategy at [A], a frequent conference speaker, guest writer, and trainer on content marketing, content strategy, customer experience and the author of “The Content Pool: Leveraging Your Company's Largest Hidden Asset,” about the importance of content to the organization and the challenges faced when your content is siloed and not respected for the differentiator that it really is. Porter also shared his insights on the CMS industry, the role of technical communicators and the value o...
2019-10-1439 min
Content MattersScott Hunter on Building Modern Applications with Microsoft .NETScott Hunter is the Director Program Management for .NET at Microsoft. Responsible for the entire .NET platform, Hunter shared some of the new features and capabitilities of the .NET platform including .NET Core 3, machine learning, big data and mobile apps. We also talked open source, Microsoft vs Java and how much things have changed at Microsoft.Check out all 7 seasons of the Content Matters Podcast here: Ingeniux Blog | IngeniuxSee who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast
2019-09-1948 min
Content MattersMathew Sweezey Talks About The Future of Marketing: Context, Conversational & Human to HumanMathew Sweezey is the Principal of Marketing Insights at Salesforce, a Forbes Contributor, author and creator of The Electronic Propaganda Society. His forward-thinking view of marketing and how things are changing centers on the idea of human to human marketing, engaging through conversations and how context marketing builds better customer experiences. We talked to Sweezey about human to human marketing, the role of AI, the importance of data and how marketing is changing now and will continue to evolve. Plus, Sweezey provides three things marketers should start doing today.Check out all 7 seasons of the Content Matters Podcast he...
2019-08-2639 min
Content MattersUnderstanding Storytelling in B2B Marketing with Ann HandleyAnn Handley is a digital marketing and content expert, partner and Chief Content Officer of MarketingProfs, and WSJ best-selling author of Everybody Writes. She joined us for a conversation on the importance of storytelling in B2B marketing, of knowing your audience and finding the right voice to speak to and with them. Check out all 7 seasons of the Content Matters Podcast here: Ingeniux Blog | IngeniuxSee who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast
2019-08-1525 min
Content MattersSEO and Content Strategy with Ken MafliAs the Senior Digital Marketing Manager of Townsend Security, Ken Mafli is in the trenches working hard on the company's inbound lead generation strategy. And that means he knows a lot about SEO and content strategy. In this episode Ken shares his insights and experience on how SEO has changed and become a part of a larger content strategy that requires you to truly understand your customers and their needs. He talks about creating content topic clusters and pillar pages that speak to the questions prospects have and the user experiences customers crave. Check out the company's primary pillar p...
2019-07-2337 min
Content MattersRethinking Interactive Design with Claudio GuglieriClaudio Guglieri is a designer and the Group Creative Director at Huge, a full-service digital agency headquartered in Brooklyn, NY. He's also a keynote speaker at the Ingeniux User Conference. Guglieri believes we can leverage the most important human abilities we use when interacting with digital content to improved to improve the application and website experience. In this podcast, Guglieri shares his insights on interactive design, how it's changed and how we need to think about it going forward. (Note: you can also watch his Tedtalk, Making Technology More Natural.Check out all 7 seasons of the Content Matters...
2019-06-1925 min
Content MattersActive Content Governance with Chris Willis, Acrolinx CMOChris Willis is the CMO of Acrolinx, an API powered content governance platform. Willis shares his insights on the challenges organizations face today creating impactful, quality content for customer experience. We talked about what he means by "strategy-aligned content" and the importance of active content governance. If you're struggling to create a brand voice that is cohesive, on message and delivers a great experience, then you'll want to hear what Willis has to say. Check out all 7 seasons of the Content Matters Podcast here: Ingeniux Blog | IngeniuxSee who's coming up in future episodes here: https://info.i...
2019-05-0535 min
Content MattersTalking Content: Management, Marketing & Operations with Cathy McKnightCathy McKnight is the VP Strategy at the Content Advisory and Partner at Digital Clarity Group, which means Cathy knows a lot about web content management, content marketing and content strategy. We pick Cathy's brain about everything from building the right ecosystem for content, what technology is required to build the right foundation to support content successfully, to the critical role content operations plays in building great content-driven experiences.Check out all 7 seasons of the Content Matters Podcast here: Ingeniux Blog | IngeniuxSee who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast
2019-03-1730 min
Content MattersAccount-Based Marketing with Matt HeinzAccount-based marketing is on the to-do list of every B2B organization. We talk with Matt Heinz, President of Heinz Marketing about this opportunities and challenges of ABM and how it relates to intelligent content management.Check out all 7 seasons of the Content Matters Podcast here: Ingeniux Blog | IngeniuxSee who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast
2019-03-1717 min
Content MattersHeadless Content Management with Deane Barker, Blend InteractiveDeane Barker is the Chief Strategy Officer at Blend Interactive and the author of Web Content Management: Systems, Features and Best Practices. Deane talks with us about headless CMS, the concept of a distributed architecture for content management and the role content plays in digital experience.Check out all 7 seasons of the Content Matters Podcast here: Ingeniux Blog | IngeniuxSee who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast
2019-02-2620 min
Towards a Smarter WorldBridging Silos with Unified Content Portals with Jim EdmundsIn this episode, Jim Edmunds, CEO of Ingeniux, shares strategies for managing enterprise content and provides valuable insights on creating adaptable content through architecture and semantics. He emphasizes the importance of using a unified content portal to bridge silos and engage specific audiences, and how this approach elevates content above tools and processes. If you're interested in effective content management, this episode is definitely worth a listen!
Full transcript
2018-12-0527 min