Content Matters

Robert 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 yourself in 2026.  About Robert Robert Rose is the Founder and Chief Troublemaker at Seventh Bear, a strategic marketing consulting firm. He is a fractional CMO and trusted marketing advisor, best-selling author, and founding member of the team that built the Content Marketing Institute into the leading voice for the practice of content marketing. Over the last decade, he’s worked with more than 500 companies—from ambitious startups to global giants—helping them elevate strategy and build marketing that matters. He leads workshops and keynotes around the world and co-hosts This Old Marketing with Joe Pulizzi, a top marketing podcast with downloads in 150+ countries. Robert has authored five books on content, strategy, and customer experience, and his Content Marketing Strategy course is the official certification program of the American Marketing Association.    Where You Can Find Robert Seventh Bear: https://www.seventhbear.com/ Robert Rose Website: Homepage - Robert Rose LinkedIn: (1) Robert Rose | LinkedIn Book Valuable Friction: Valuable Friction - Robert Rose 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

Content 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 operations. Whether you’re just getting started or overwhelmed by content sprawl, this conversation will help you see how domain and content modeling bring order, alignment, and long-term scalability. Key discussion points: Why a company needs to reconnect with its original purpose when developing a content strategy. What domain modeling and content modeling are, and how they differ from each other?How domain modeling can help break down silos between marketing, product, and technical content teams?The biggest mistake companies make when they try to model their content?A lot of companies are drowning in content chaos, and AI is making things worse, not better. How do they reset using domain modeling and content modeling?  About Carrie Carrie is a dynamic leader and creative problem solver dedicated to driving strategic impact through innovative solutions. With over 20 years of experience, she guides organizations in transforming to meet the evolving needs of their communities while leveraging cutting-edge technology to achieve meaningful results. As co-author of Designing Connected Content: Plan and Model Digital Products for Today and Tomorrow, Carrie has influenced how organizations adopt sustainable digital communications practices that maximize efficiency and long-term value. Her career spans roles at full-service digital agencies and as an independent consultant, where she has collaborated with cross-functional teams to develop scalable solutions and implement best-in-class strategies. Carrie has also led in-house teams, fostering alignment across stakeholders and establishing shared standards to deliver impactful outcomes. In addition to her consulting work, she teaches graduate-level courses on content management and modeling in the Content Strategy program at FH Joanneum University in Austria, helping the next generation of leaders to think critically and act strategically. Since 2011, Carrie has shared her expertise by publishing thought leadership, delivering keynote talks, facilitating workshops, and participating in podcasts and industry events around the world. She holds an MA in International Affairs from The George Washington University and a BA in Political Science from Northern Michigan University, providing her with a deep foundation in strategic analysis and cross-sector collaboration. When she's not working, you can find her at the pool swimming, on the river rowing or paddling, visiting her grown children at the beach or in the mountains, or hanging out with her dog, Zoie.  Where You Can Find Carrie LinkedIn: Carrie Hane | LinkedIn Web: tanzenconsulting.com/blog Designing Connected Content: Plan and Model Digital Products for Today and Tomorrow: Hane, Carrie, Atherton, Mike: 9780134763385: Books - Amazon.ca Content Strategy Program at FH Joanneum University in Austria  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

A 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 than 100 content professionals, leaders, and executives with top organizations like Apple, FedEx, Amazon, Thomson Reuters, AT&T, Mayo Clinic, and ServiceNow.  Some the topics we discussed: What led you and your team to start studying content operations? And how long have you been studying it? How did you factor AI into this latest update of the study? Overall, what is the state of content operations today and why? What are the top obstacles to maturing content operations? And how do they compare to your past updates? What findings surprised you the most from this update? (Answer will be about AI.) In addition to using technology like AI, what are some of the other success factors in content operations? About Colleen A content expert and Star Wars fan, Colleen Jones is the president of Content Science, an award-winning firm where she and her team have advised or trained hundreds of leading organizations to become Jedis of content-led transformation. Colleen also served as the fractional head of content at Mailchimp during its high-growth period before its $12 billion acquisition by Intuit.  A passionate entrepreneur, Colleen has led Content Science to develop the content intelligence software ContentWRX, publish the online magazine Content Science Review, and offer online certifications and training through Content Science Academy. Her firm also conducts independent research on issues like content operations, digital transformation, and content effectiveness.  The third edition of her top-rated book The Content Advantage recently launched worldwide. She has earned recognition as a top LinkedIn voice and as a top instructor for LinkedIn Learning, where her courses have reached hundreds of thousands of professionals.  Where You Can Find Colleen LinkedIn: (1) Colleen Jones | LinkedIn Website: Content Science Home - Content Science State of Content Operations: Content Operations Study - Content Science Book – The Content Advantage: https://content-science.com/publications/content-advantage/  Other Interesting Articles from Colleen: https://review.content-science.com/7-barriers-ai-roi/ https://www.linkedin.com/in/leenjones/ https://review.content-science.com/what-is-content-intelligence/ 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

Content 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 included: The CMS has never been a content creation tool; it's a content production tool. But it’s starting to stop being used as a product tool as well. What happens then? Is it then just a repository - and if so - a repository of what? Deane believes content modeling is the cliff for AI. He explains why he thinks humans still need to control the content model and where AI gets to play.Imagine a CMS not as an application, but as a background service that orchestrates content for apps, services, and AI agents. Humans provide guidance, review, and creative oversight, but LLMs are the primary users or as Deane says, "workers." - how does that change the application design and architecture. Are we shifting from content management to context management? And what does that really mean. What skills or roles will technical professionals need as CMSs become more AI-integrated? About Deane Deane Barker is the Director of Strategic Engagement for Staffbase, a global provider of internal communication technology agency. He’s been working in content management for 25 years, and has written four books about the patterns and practices of modeling, creating, managing, and delivering digital content, including “Web Content Management: Systems, Features, and Best Practices” for O’Reilly Media and the “Web Project Guide: From Spark to Launch and Beyond.” Deane lives in Sioux Falls, South Dakota. About David David Hillis is the Chief Marketing Officer at Ingeniux Corporation and a tech optimist who’s passionate about how AI is transforming the web and customer experience. For more than two decades, David has helped some of the world’s largest brands build websites and digital platforms that deliver real business results. He has scaled two SaaS companies to seven figures—both bootstrapped and VC-backed—and led executive, product, marketing, and sales teams. Today, his focus is on helping organizations move beyond static, page-based websites toward intelligent, AI-powered experiences that engage, qualify, and convert customers. 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

Long-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 knowledge graphs) and how these stacks complement each other The core competencies content professionals need today and in the future Strategies to leverage the language, people, and design skills you've developed in your current content roles The role of a conceptual "semantic layer" in enterprise architectures and content systems About Larry  Larry Swanson has 25 years of experience as a content modeler, digital architect, and community builder. He is currently the Community Growth Manager at metaphacts, a leading knowledge-democratization and AI platform. He hosts the Knowledge Graph Insights podcast and co-organizes the Dataworthy Collective, a weekly gathering of semantics, ontology, and data professionals.   He has co-organized a number of professional communities and events: the Knowledge Graph Conference, Connected Data London, Decoupled Days, Utterly Content, the Future of Content meetup in Amsterdam, the Seattle Content Strategy meetup, and World Information Architecture Day. Larry is also a founding member of the Kinetic Council, an association-formation committee that aims to connect professionals across the data, knowledge, semantics, and content industries. He lives in Heidelberg, Germany. Where You Can Find Larry LinkedIn: Larry Swanson | LinkedIn Website: Larry Swanson - knowledge graphs | community | RDF evangelism Podcast: Knowledge Graph Insights: Knowledge Graph Insights - interviews with Larry Swanson Podcast: Content Strategy Insights: Content Strategy Insights: Interviews by Larry Swanson 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

Noz 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 the episode for you.  About Noz  Noz Urbina is a globally recognized leader in the field of content strategy and customer experience. He’s known as a pioneer in audience journey mapping and adaptive content modelling for delivering personalized, omnichannel experiences. Noz is co-founder and Program Director of the OmnichannelX.digital podcast and knowledge hub. He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits”, and lecturer in the Masters Programme in content strategy at the University of Applied Sciences, Graz. In 2013 he founded Urbina Consulting, whose international team works with the world’s largest organizations and most complex content challenges. Together they assist brands developing or improving their content strategies, doing user research, managing tool selections, delivering training, and guiding implementations. Past clients include Pfizer, Moderna, Microsoft, IKEA, Eli Lilly, Mastercard, Barclays Bank, National Geographic Society, and many more.   Where You Can Find Noz Truth Collapse by Noz Urbina    Intro to Truth Collapse: The AI metacrisis (Presentation) Noz Urbina | LinkedIn urbinaconsulting.com  omnichannelx.digital 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

Latane 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 optimize tactics. Why Revenue teams are unlearning old playbooks How autonomous agents are both promising and polarizing The new skillsets emerging across RevOps and GTM About Latane  Latané Conant, Chief Revenue Officer of 6sense, is a trailblazing leader in revenue technology known for her innovative vision and strategic expertise. With a wealth of experience across all revenue functions, she propels business growth through operational excellence and oversees marketing, sales, customer success, partnerships, and professional services. Her pioneering go-to-market approach has driven remarkable success for 6sense, contributing to its exponential growth, industry-leading net revenue retention, and impressive valuation. As the author of the best-selling book, No Forms. No Spam. No Cold Calls., Latané has provided a comprehensive guide for building a modern sales and marketing engine. She is a passionate advocate for empowering revenue leaders and has founded vibrant communities like CMO Coffee Talk and the Empowered CMO Network, fostering connections, collaboration, and leadership development for B2B marketing professionals.   Where You Can Find LataneWebsite: 6sense - The ABM Platform Powered by Revenue Intelligence LinkedIn: Latané Conant (she/her) | LinkedIn CMO Coffee Talk Community: CMO Coffee Talk: Connect with Fellow CMOs | 6sense Book: No Forms. No Spam. No Cold Calls:  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

We 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, optimizing your content strategy, or exploring AI-driven documentation, this conversation is packed with valuable insights from one of the top experts in the field. About Amber Amber Swope is the founder of DITA Strategies, a consulting practice that provides expert information architecture (IA) and Darwin Information Typing Architecture (DITA) strategy and implementation services. She is an internationally-recognized Information Architect, Darwin Information Typing Architecture (DITA) expert, and information architecture (IA) consultant.  With over 20 years of information development experience and 15 years of DITA expertise, Amber specializes in helping organizations create opportunity through IA. She helps teams build scalable IA solutions to future-enable their content and empowers team members to advance their architecture as it evolves to meet new business needs. Where You Can Find Amber LinkedIn: Amber Swope Website: DITA Strategies Website (ADHD Support): Bored Leopard 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

Think 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 practical gateway to structured content adoption Why the delivery-first implementation strategy is more viable than ever before Measuring success with quick wins while building toward comprehensive structure  About Frank For nearly 20 years, Frank Miller has been in the trenches of structured content implementations. As founder of Ryffine, he's guided teams across virtually every industry—from manufacturing to healthcare to software—through the challenges of making structured content work in the real world.  Frank has collaborated with documentation teams of all sizes and worked alongside most major technology vendors in the structured content space. He's particularly drawn to technical documentation as an undervalued discipline, finding satisfaction in championing the essential work that rarely gets the recognition it deserves.  Where You Can Find Frank Frank Miller | LinkedIn Ryffine – Modernizing technical content  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

How 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 systems have shaped society over the past decade and beyond   Specific impacts on internet communication, employment, and social stability   Evidence-based analysis of AI’s effects on trust and truth   What we can do to move forward. About Noz Noz Urbina is a globally recognized leader in the field of content strategy and customer experience. He’s known as a pioneer in audience journey mapping and adaptive content modelling for delivering personalized, omnichannel experiences. Noz is co-founder and Program Director of the OmnichannelX.digital podcast and knowledge hub. He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits”, and lecturer in the Masters Programme in content strategy at the University of Applied Sciences, Graz.  In 2013 he founded Urbina Consulting, whose international team works with the world’s largest organizations and most complex content challenges. Together they assist brands developing or improving their content strategies, doing user research, managing tool selections, delivering training, and guiding implementations. Past clients include Pfizer, Moderna, Microsoft, IKEA, Eli Lilly, Mastercard, Barclays Bank, National Geographic Society, and many more.  Where You Can Find Noz Truth Collapse by Noz Urbina    Intro to Truth Collapse: The AI metacrisis (Presentation) LinkedIn: Noz Urbina | LinkedIn urbinaconsulting.com  omnichannelx.digital  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

Content 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 Content Advisory, a content consulting firm that balances the art of science of intelligent content strategy and operations. She works with companies to maximize their potential for success and profitability by helping them solve their content and martech challenges by building realistic strategic roadmaps to their definition of success. Cathy has years of experience in content strategy, content operations, content governance, technology strategy and implementation, and more.   Where You Can Find Cathy: LinkedIn: https://www.linkedin.com/in/cathymcknight/ Twitter: https://twitter.com/cathymcknight  Website: http://www.contentadvisory.net/ Additional Resources: Uncharted Journeys Podcast: https://www.unchartedjourneys.net/ 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

How 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 to do it? What is the right way to build a persona? Can you have more than one? Many companies often create a persona once and they are done. How often should you review them and are there certain things/times that require revisiting them? What role, if any, can AI play in creating and managing personas? How do you ensure personas are actually being used?  About Alan  Alan Porter is the Founder and Chief Content Officer at Content Pool, a consultancy that helps companies create great customer experiences by leveraging their content. His services span from content strategy, content creation, content operations, to content technology.  He's an industry thought leader in the enterprise content space with a strong track record in developing new ideas, embracing emerging technologies, introducing operational improvements, and driving business value. Alan has had senior leadership roles in Content Operations, Product Marketing, and Customer Experience, working for companies like Simple [A], Nuxeo, Hyland Software, and OpenText. Alan has a new book coming out in May 2025 - "Bristol Brabazon: The Ocean Liner of the Skies and its Ongoing Legacy."  Where You Can Find Alan Website: https://the-content-pool.com/ Twitter / X - @TheContentPool email: ajp@4jsgroup.com Weekly Newsletter - https://thecontentpool.substack.com/ 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

Lance 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 changing tools and how he determines which ones are best for students/writers.The evolution of the technical writer to content engineer. What he sees is the role of AI in technical writing and how technical writers can take advantage of it.How content operations are evolving thanks to AI technologies.What kind of challenges he sees with AI and writing and how we overcome them.His work on a 1:1 AI consulting prototype.  About Lance Lance Cummings is an associate professor of English in the Professional Writing program at the University of North Carolina Wilmington. Dr. Cummings explores business and writing in technologically and linguistically diverse contexts in both his research and teaching. As Professional Writing & Internship Coordinator and design thinking coach, he brings the workplace into the classroom by connecting students to professional networks through applied learning.  Most recently, Dr. Cummings is exploring how to bring the workplace to the classroom through design thinking and ethnomethodological research in US companies and abroad. He leads a research lab to Krakow, Poland every year. His next research project involves ethics in the creator economy and how we can better prepare students for writing in social environments.  Where You Can Find Lance Website: Cyborgs Writing | Lance Cummings | Substack (isophist.com) Prompt Ops: Prompt Ops | Cyborgs Writing | Lance Cummings | Substack (isophist.com) LinkedIn: https://www.linkedin.com/in/lance-cummings-phd/ 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

What 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, conflict, resolution) in drafting technical documentation? How does storytelling bridge marketing, sales, service, and tech to create seamless customer journeys? How storytelling will continue to grow and change content strategy and technical documentation processes. Plus, lots of examples where storytelling significantly improved customer engagement and satisfaction. About Alan Alan Porter is the Founder and Chief Content Officer at Content Pool, a consultancy that helps companies create great customer experiences by leveraging their content. His services span from content strategy, content creation, content operations, to content technology. He's an industry thought leader in the enterprise content space with a strong track record in developing new ideas, embracing emerging technologies, introducing operational improvements, and driving business value.Alan has had senior leadership roles in Content Operations, Product Marketing, and Customer Experience, working for companies like Simple [A], Nuxeo, Hyland Software, and OpenText.  Where You Can Find Alan Website: https://the-content-pool.com/ Twitter / X - @TheContentPool email: ajp@4jsgroup.com Weekly Newsletter - https://thecontentpool.substack.com/  Additional Resources Storytelling Workshop info - https://the-content-pool.com/workshops/ The 10 Rules of Storytelling applied to Technical Content - https://the-content-pool.com/2013/05/05/10-commandments-of-storytelling-applied-to-technical-content/ 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

One 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 research project.Distribution options – more than a single report.  About Michele LinnMichele Linn is the founder of Mantis Research where she helps marketers conduct and publish compelling, original research. Prior to Mantis, Michele was head of editorial at Content Marketing Institute, where she led the company's editorial strategy. She's often been cited as a content marketing influencer and was named one of Folio's Top Women in Media.  Where You Can Find Michele Mantis Research: https://mantisresearch.com/ LinkedIn: https://www.linkedin.com/in/michelelinn/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

Do 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 Rebecca Rebecca is co-founder of AvenueCX, an enterprise content strategy consultancy. Her areas of expertise include content strategy, taxonomy development and structured content. She has guided content strategy in a variety of industries: automotive, semiconductors, telecommunications, retail, and financial services. Where You Can Find Rebecca: LinkedIn: Rebecca Schneider | LinkedIn Personal Website: Rebecca A. Schneider | Content Strategist (rebeccaaschneider.com) AvenueCX: Creating Great Customer Content Experiences - AvenueCX Twitter: AvenueCX (@AvenueCX) / X (twitter.com) 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

With 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 brand A framework to kickstart your media brand journey How to build explicit conversion paths into your media strategy About Tyler Lessard  Tyler Lessard is the Founder of Outside-In Marketing.  He is a creator, builder, and fearless marketer with 20+ years experience in marketing strategy, audience development, demand gen, and brand building. As VP Marketing at Vidyard, Tyler built two new B2B categories, launched and grew the Sales Feed media network to 150,000+ followers, and got sued by the Alabama Space Camp (more on that another time). He now teaches other marketers how to reframe their GTM strategy through the lens of their audience as a way to build highly engaged communities of followers, fans, and future customers. Where You Can Find Tyler: LinkedIn: https://www.linkedin.com/in/tylerlessard Website: Tyler Lessard  Salesfeedmedia.com 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

In 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 in CX?Companies, specifically SaaS, struggle with onboarding and followed by the consistent /increasing usage. What can Sales, Marketing, and CSMs do differently to remedy this challenge?Churn is a universal challenge. Poor customer experience leads to churn; is it that simple? Or are there experience touchpoints between purchase and renewal that contribute to churn? What can marketers / CSMs do?About Christine Crandell Christine Crandell is an engaging and passionate business-to-business marketing executive with deep expertise in customer experience and experience-led growth strategies. She advises CEOs, Board of Directors, and sales and marketing leaders on how to align their teams to dramatically improve revenue performance and influence their market's buying cycles. Over the years she has served 110 clients on three continents including Good Technology/Blackberry, CSIRO, Oracle, Digital Realty, Cloudera, Playvox, Introhive, and Pantheon.io. She leverages her personal experience of having been "in the trenches" and "moving the needle" in her writing, blogging and speaking. Her approach to marketing and strategy has led to recognition as one of Silicon Valley’s Most Influential Women by the Silicon Valley/San Jose Business Journal. Christine sits on several boards including the Canadian Ontario Innovation Cluster. She shares her thought leadership in numerous articles that have appeared in Business Week, Forbes, CMO.com, CMSWire, Investor Business Daily and other business publications. Where You Can Find Christine: Website - https://app.vieww.io/v/b2bcustomerguruLinkedIn: christine crandell | LinkedInEmail - christine@b2bcustomer.guruAdditional Resources https://www.cmswire.com/customer-experience/what-b2b-buyers-want-and-ways-to-align-your-customer-journeys/https://www.cmswire.com/customer-experience/buyers-hate-b2b-content-heres-how-to-fix-it/https://www.spiceworks.com/marketing/customer-experience/guest-article/overcome-cx-gaps-with-experience-led-growth/https://www.cmswire.com/customer-experience/from-franken-monster-to-delight-rehabilitating-the-state-of-customer-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

We'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 podcast to fill us in on what Content 4.0 is, what Content 5.0 might mean, and what you need to do to prepare your company now for what’s coming. Some topics: What is Content 4.0 and Content 5.0?Joe’s view on content strategy today and why it might be wrong.Does Content 4.0/5.0 force us to change our approach to content strategyThe relationship between content strategy, content operations, and content engineering.On being a dance dad.Link to the slides Joe refers to in the discussionAbout Joe Gollner Joe is the Managing Director of Gnostyx Research Inc. (http://www.gnostyx.com) where he specializes in providing objective and research-based guidance on the development, management, and strategic use of content technologies. In this field, he is a veteran implementer with over 30 years of experience, and he is well-known for mixing leading-edge ideas (and all too frequently concocting them) with highly pragmatic implementation tactics.He has Masters degrees from both the University of Oxford (Literature) and McGill University (Management), blogs about Content and Management (http://www.gollner.ca), and is pursuing doctoral research into the role of AI-enabled text analytics in the management of organizations. Where You Can Find Joe: LinkedIn: Joe Gollner | LinkedInCompany Website: https://gnostyx.com/Personal Website: https://www.gollner.ca/Joe’s bio: https://www.gollner.ca/biography.htmlCheck 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

Matt 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 information and documentation.How to both document insights and the decisions made from them.Opening product documentation tools to everyone for read and edit access.About Matt Matt Reiner is an experienced Content Strategist with a demonstrated history of working in the computer software industry. He is skilled in Agile Scrum framework and related tools, Communication, Technical Writing, Video Production, Customer Interaction, and Strategic Planning. A strong writing and media professional, Matt presents at content strategy and product information management conferences, including LavaCon. Matt has a Bachelor of Science focused in Computer Information System Technology from the University of Pittsburgh. Where You Can Find Matt: LinkedIn: https://www.linkedin.com/in/matthewreiner/X (formerly Twitter): https://twitter.com/reinermatthewWebsite: https://www.k15t.com/Additional Resources: The Hidden Life of Information in Product DevelopmentRelease Notes: A Guide to Improving Communication With UsersIn-App Messaging for Product Teams: Types, Best Practices, and Real-Life ExamplesCheck 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