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Content Matters, where digital content and marketing pros talk shop. Tech may be changing fast, but great content is timeless. Get inside tips, trends, and practical know-how from the top...
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Content Matters, where digital content and marketing pros talk shop. Tech may be changing fast, but great content is timeless. Get inside tips, trends, and practical know-how from the top minds in the digital content industry. Sponsored by Discover CX by Ingeniux.
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28 OCT 2024 · 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 - "https://www.amazon.com/Bristol-Brabazon-Ocean-Ongoing-Legacy/dp/1399055682/ref=sr_1_1?crid=3OISXOFQUBWTC&dib=eyJ2IjoiMSJ9.oQTN4QqFY6YiI5Sj8w_Peg.YB1BkLfZavYs1udy35NeuoC0_FVmKL4XUFRkhghGz6A&dib_tag=se&keywords=%22Bristol+Brabazon%3A+The+Ocean+Liner+of+the+Skies+and+its+Ongoing+Legacy.%22&qid=1730142168&sprefix=bristol+brabazon+the+ocean+liner+of+the+skies+and+its+ongoing+legacy.+%2Caps%2C86&sr=8-1"
Where You Can Find Alan
- Website: https://the-content-pool.com/
- Twitter / X - https://twitter.com/TheContentPool
- email: https://4jsgroup.com
- Weekly Newsletter - https://thecontentpool.substack.com/
22 JUL 2024 · 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: https://www.isophist.com/
- Prompt Ops: https://www.isophist.com/s/prompt-ops
- LinkedIn: https://www.linkedin.com/in/lance-cummings-phd/
26 JUN 2024 · 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 - https://twitter.com/TheContentPool
- email: https://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/
5 JUN 2024 · 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 Linn
Michele 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/
18 APR 2024 · 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:
- https://www.linkedin.com/in/rebeccaschneider/
- http://rebeccaaschneider.com/
- https://avenuecx.com/
- https://twitter.com/avenuecx?lang=en
25 MAR 2024 · 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: https://www.tylerlessard.com/
- https://www.salesfeedmedia.com/
21 FEB 2024 · 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/b2bcustomerguru
- LinkedIn: https://www.linkedin.com/in/christinecrandell/
- Email - https://b2bcustomer.guru
Additional 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/
1 FEB 2024 · 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 strategy
- The relationship between content strategy, content operations, and content engineering.
- On being a dance dad.
Link to the slides Joe refers to in the discussion
About 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: https://www.linkedin.com/in/jgollner/
- Company Website: https://gnostyx.com/
- Personal Website: https://www.gollner.ca/
- Joe’s bio: https://www.gollner.ca/biography.html
5 DEC 2023 · 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/reinermatthew
- Website: https://www.k15t.com/
Additional Resources:
- https://www.k15t.com/blog/2023/02/the-hidden-life-of-information-in-product-development
- https://www.k15t.com/blog/2023/03/release-notes-a-guide-to-improving-communication-with-users
- https://www.k15t.com/blog/2023/06/in-app-messaging-for-product-teams-types-best-practices-and-real-life-examples#InAppMessagingforProductTeams:Types,BestPractices,andRealLifeExamples-Bonus:BestPracticesforEffectiveIn-AppMessaging
16 NOV 2023 · Mark 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 success today.
Some topics included:
- Describing the people-first GTM model and what it’s comprised of.
- Why you need to build an audience first.
- What a content-led growth model is.
- The TACT network and the work involved in creating a media network.
- What sailing has to do with his new company.
About Mark Kilens
Mark Kilens is the CEO and Co-founder of TACK, a media network and go-to-market firm helping businesses create, capture, and convert demand into revenue. TACK helps B2B organizations transform how they grow using their proprietary People-first GTM model and approach.
He previously was CMO of Airmeet, a leading virtual and hybrid event platform, overseeing Airmeet’s global marketing team responsible for brand, demand, lifecycle, and product marketing.
Before that, he was the VP of Content and Community at Drift where he led the brand, content, creative, and events teams. He oversaw Drift’s community, Drift Insider, which has 65,000+ members, and Drift’s FLASH, RevGrowth, and HYPERGROWTH events.
Prior to joining Drift, he served as VP of Marketing and founder of HubSpot Academy. He built the HubSpot Academy from the ground up, educating and certifying millions of people and helping grow HubSpot to more than $600 million in revenue.
Where You Can Find Mark:
- LinkedIn: https://www.linkedin.com/in/markkilens/
- X (formerly Twitter): https://twitter.com/MarkKilens
- Website: https://www.tackgtm.com/
Additional Resources:
- TACT Network: https://tacknetwork.com/
- ClubPF: https://clubpf.co/
- People-first GTM Model: https://www.tackgtm.com/people-first-gtm-model
Content Matters, where digital content and marketing pros talk shop. Tech may be changing fast, but great content is timeless. Get inside tips, trends, and practical know-how from the top...
show more
Content Matters, where digital content and marketing pros talk shop. Tech may be changing fast, but great content is timeless. Get inside tips, trends, and practical know-how from the top minds in the digital content industry. Sponsored by Discover CX by Ingeniux.
show less
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