Content Matters

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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

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:

Where you can find Latané:

Other Resources:

Other Resources:

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/

Other Resources:

Content Strategy for the Web, 2nd Edition

Other Resources:

Robert’s books: 

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.

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.

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.

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. 

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 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 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 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 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.

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.

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. 

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.

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. 

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.

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.

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. 

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 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.

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.