Content Matters

Ingeniux

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BUSINESS
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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.

DEC 14

Valuable Friction: How to Reset Your Thinking for 2026

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 | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

44 min
NOV 17

Model First, Scale Smarter: Why Content Foundations Matter

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 | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

49 min
OCT 27

The Lowdown from the Largest Study of Content Operations in the World

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 | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

54 min
SEP 19

Redefining the CMS for the AI Era with Deane Barker & David Hillis

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 | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

1h 1m
JUL 22

Content Strategists: It’s Time to Develop the Essential Skills and Mindset for an AI-Driven Content Future

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 | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

56 min
JUN 23

Smarter Content with AI: Structured Models, Knowledge Graphs, and Human-Centered Strategy

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 | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

48 min
JUN 18

Redefining Revenue: How AI Is Rewriting the Rules for Sales and Marketing Leaders

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 Latane Website: 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 | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

36 min
MAY 2

Unlocking the Power of Information Architecture

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 | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

58 min

4

out of 5

2 Ratings

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.

Creator

Ingeniux
Years Active

2019 - 2025
Episodes

68
Rating

Clean
Copyright

© Copyright Ingeniux Corporation
Show Website

Content Matters