Content MattersFeb 26, 2019
Katrina Wong on Leveraging Customer Data for Great Customer Experience
Katrina 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 of building blocks has meant for creating custom solutions that differentiate brands. And those are just the highlights.
Inside this Episode:The difference between first, second, third-, and zero-party data What the end of third-party cookies means for marketers The benefits of a customer data platform (CDP) and how it brings together first-party data The API economy and building blocks for custom solution development Marketing at Segment The evolution of the CDP
About Katrina Wong:
Katrina Wong is the VP Segment Marketing, a business unit of Twilio. She’s been with the company for about a year and a half. Wong has spent the last fifteen years working with a range of startups, enterprises, and high-growth companies working in marketing, go-to-market, and revenue growth roles. You will recognize many of these companies – like Hired, SAP, Salesforce.
Where You Can Find Katrina:
Panel: Building Your Ideal Customer Profile: How to Target your Product, Sales and Marketing More Effective Building Your Ideal Customer Profile: How to Target your Product, Sales and Marketing More Effective
Latane Conant on Creating Better Account-based Experiences
Latané 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 belief that employee and customer experience are at the heart of everything. How we make it difficult for people to buy from us and how to fix it by getting rid of the three pillars - forms, spam, and cold calls. How to determine relevance to know which accounts and contacts within those accounts to engage. Why predictive revenue growth is key for CMO's to understand and implement. The difference between working an account and working a lead. The process to get everyone on the same page. How marketing and sales teams are evolving.
Where you can find Latané:Twitter: https://twitter.com/LataneConant LinkedIn: https://www.linkedin.com/in/latane-conant/
Other Resources:6sense website: The 6sense Account Engagement Platform Her book: No Forms. No Spam. No Cold Calls.
Sarah Mitchell on the State of Writing in 2021
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 projects. The type of content that performs. The ROI of content.
About Sarah Mitchell
Sarah is the founder of Typeset, a content marketing, and editorial services company, and the founder of Global Copywriting, a content marketing consultancy. Sarah specializes in developing and implementing content marketing strategies. She writes frequently on these topics and is a regular speaker at conferences talking about writing effectiveness and content marketing.
She’s also the Australian Consulting Editor for the Content Marketing Institute and a judge at the Content Marketing Awards held in the US (and a past winner, too).
Where you can find Sarah:LinkedIn: https://www.linkedin.com/in/sarahcmitchell Typeset website: typesetcontent.com Twitter: https://twitter.com/SarahMitchellOz
State of Writing 2021: https://typesetcontent.com/blog/state-of-writing-research/
State of Writing 2020: https://typesetcontent.com/blog/state-of-writing-research-2020/
Kristina Halvorson on Content Strategy, Design and the User Experience
To 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 content impacts the entire customer journey
How leadership needs to approach content design and measurement
About Kristina Halvorson
Kristina Halvorson is widely recognized as one of the most important voices in content strategy. Her seminal book Content Strategy for the Web is credited with sparking the explosive growth of content strategy and its recognition as a critical field of practice. She appears regularly a featured speaker at conferences all over the world and is known for her lively, insightful presentations.
Kristina is the executive producer of Confab and Button, two events focused on helping content strategists, designers, and writers create and care for exceptional content all along the customer journey.
Where you can find Kristina:LinkedIn: https://www.linkedin.com/in/kristinahalvorson/
Brain Traffic website: https://www.braintraffic.com/
Confab Conference: http://confabevents.com/
Button Conference: http://buttonconf.com/
Rahel Bailie on Content Systems, Experiences
If 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 of technical content in the customer experience The importance of back-end content and how to operationalize it
About Rahel Bailie
Rahel Bailie is the CEO and Principal Consultant at Content, Seriously, UK consultancy. She has many years of experience working with organizations on their content operations, strategies, and systems.
Bailie understands the complexities of managing the editorial and technical aspects of content and works to ensure that content is built and managed to enable its use in compelling experiences in both existing and emerging channels.
Where you can find Rahel:Content, Seriously Rahel on Twitter Rahel on LinkedIn
Other Resources:Updating the Content Quad Information Operations in a Digital Environment
Modern Content Marketing with Robert Rose
Robert 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 in 2021
About Robert Rose
For more than 25 years, Robert has helped enterprise marketing leaders tell their brand’s story more effectively through digital media. As the Founder of The Content Advisory, Robert has worked with more than 500 companies, including 15 of the Fortune 100. In this capacity, he has advised these business leaders on how to optimize marketing operations to build experiences that customers fall in love with. His focus is on helping build and implement operational excellence for the people, process and technologies of strategic enterprise content. He’s provided strategic advice and counsel for global brands such as Salesforce, Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and The Bill & Melinda Gates Foundation. His firm, The Content Advisory, is the exclusive education and consulting group for The Content Marketing Institute.
Where you can find Robert:TCA: The Content Advisory The Content Marketing Institute Robert on Twitter Robert on LinkedIn
Robert’s books:Killing Marketing with Joe Pulizzi Managing Content Marketing with Joe Pulizzi Experiences: the 7th Era of Marketing with Carla Johnson
Michael Meinhardt Talks Globalization Automation
Michael 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.
Jack Molisani Shares Insights on Content Strategy and LavaCon UX 2020
Jack 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 and technical communications industry.
Marketing Strategies with David Greenberg
David 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.
Content Marketing & Strategy with Melanie Deziel
Melanie 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 her strategies and insights were consistent – it's all about the customer. And her new book is a guide for figuring out the best stories to tell in the best formats once you have that understanding of who your customer or audience is.
Ethics & Digital Content. A Conversation with Jim Edmunds, Ingeniux CEO & Founder
In 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, the sponsor of the Content Matters podcast.
Kris Laird Explains the Content & Technology Behind Sales Engagement
Kris 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 grow and improve your skills and sales processes, listen to Kris.
Yoav Schwartz Talks About the Technology Behind Content Experiences
CEO 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.
Tom Treanor Talks Customer Data Platforms and CX
Tom 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.
Randy Frisch on Renewing Focus on Great Content Experiences
Randy 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.
Ian Truscott Talks Content Management and Building ART
Ian 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.
Scott Abel Dishes on Content Strategy and Information Enablement
Scott 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 elements and roles involved in developing and managing your content strategy and content operations, and the role of a unified content hub.
David Hillis on the Evolution to Agile Content Management and What it Means for Organizations
A 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.
Alan Porter Talks Content-Driven Experiences
If 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 of not using lists.
Scott Hunter on Building Modern Applications with Microsoft .NET
Scott 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.
Mathew Sweezey Talks About The Future of Marketing: Context, Conversational & Human to Human
Mathew 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.
Understanding Storytelling in B2B Marketing with Ann Handley
Ann 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.
SEO and Content Strategy with Ken Mafli
As 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 page as you listen to the things Ken and his teammates learned.
Rethinking Interactive Design with Claudio Guglieri
Claudio 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.
Active Content Governance with Chris Willis, Acrolinx CMO
Chris 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.
Talking Content: Management, Marketing & Operations with Cathy McKnight
Cathy 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.
Account-Based Marketing with Matt Heinz
Account-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.
Headless Content Management with Deane Barker, Blend Interactive
Deane 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.