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 Ingeniux, the uniquely agile content management platform.
Sara Feldman: Improving CX through Customer Success
Sara Feldman is the Director of Member Engagement at the Consortium for Service Innovation, a non-profit alliance of service and support organizations that focus on innovation around customer engagement, productivity, and success. Through her work as a Consortium member and now working for the Consortium, Sara understands the importance of customer support experiences in the overall customer experience. She joined us on the podcast to talk about the work the Consortium does, but also shared her views on content strategy, how to create successful customer support programs, and more.
Key topics included:
What is the Consortium for Service Innovation and how does it companies?
Sara’s role as Director of Member Engagement
Understanding Intelligence swarming and Predictive Customer Engagement
The best support success is the one that never happened
Success content is for more than your customers.
Rethinking how we generate content in the organization.
Where You Can Find Sara:
Service Innovation Org: https://www.serviceinnovation.org/
Intelligent Swarming Defined: https://library.serviceinnovation.org/Intelligent_Swarming
Andy Crestodina on Marketing Strategy: SEO, Content, ABM, and More
Andy Crestodina is the co-founder and Chief Marketing Officer of Orbit Media, a web design and development agency located in Chicago. Andy is a wealth of marketing knowledge and is one of the experts to talk to about SEO and content strategy. He regularly shares in-depth insights on his blog and presents regularly at conferences. He joined us on the podcast to talk about these topics, along with demand generation, account-based marketing, and more.
Key topics included:
What is Orbit Media’s content strategy and why do they share so much great information.
Working on SEO today – what's working.
Balancing storytelling, creativity, and tactical structured content strategy.
Why lead generation isn’t dead.
How to do ABM on a budget successfully.
Where You Can Find Andy:
Orbit Media: https://www.orbitmedia.com/
Book Content Chemistry: https://www.orbitmedia.com/about/content-chemistry/
Blog: Results Driven Blog - Website Blog Advice | Orbit Media
Mark Lewis on Intelligent Content Design and Metadata
Mark Lewis is a content engineer and the co-founder of the intelligent content consultancy, Caliper Content Services. Mark joined us on the Content Matters Podcast to talk about a topic near to his heart, and a source of frequent frustration – metadata.
You think it’s simple to create metadata on your content, but there’s a lot to think about to build your metadata model and we cover it all in this episode.
Key topics included:
What is content engineering
What is metadata and why it’s so important
Why you can’t design metadata as an afterthought
His advice for content strategists
This is the first time we’ve gone deep into a discussion on intelligent content and Mark takes what could be a complex topic and explains it in easy-to-understand terms.
Book: Object Technology: A Manager’s Guide
About Mark Lewis:
Mark is a content strategist, content engineer, speaker, author and STC Fellow. He is recognized throughout the industry for his ability to prove the business case for moving static content to XML and intelligent content. Through design metrics, his approach can prove alignment across content strategy and corporate strategy.
His experience spans a variety of industries including life sciences, finance, aviation, education, and oil & gas. Mark started the DITA Metrics community to promote the sharing of metrics, ROI and case studies. In his book DITA Metrics 101, Mark’s cost models offer a framework to determine the savings possible with enterprise-wide intelligent content implementation.
He is a contributing author of DITA 101 and a technical reviewer of Managing Enterprise Content: A Unified Content Strategy, both by the Rockley Group. Mark is also a contributing author of The Language of Technical Communication and The Language of Content Strategy.
Where You Can Find Mark:
LinkedIn: Mark Lewis | LinkedIn
Twitter: https://twitter.com/LewisDITAMetricMark Lewis (@LewisDITAMetric) / Twitter
Caliper Content Services: https://calipercontentservices.com/
Katrina Wong on Leveraging Customer Data for Great Customer Experience
Katrina Wong is the VP Marketing for Segment, a business unit of Twilio. She joined us on the Content Matters Podcast to talk about the evolving customer data landscape, including what the end of third-party cookies means for customer experience and why it’s not such a bad thing that marketers are easing their reliance on third-party data.
We also talked about customer data platforms (CDPs) - of course, and how they help bring together all a company’s first-party data to enable truly personalized – and hyper-personalized customer experiences. And we talked about what the API economy and the idea of building blocks has meant for creating custom solutions that differentiate brands. And those are just the highlights.
Inside this Episode:
The difference between first, second, third-, and zero-party data
What the end of third-party cookies means for marketers
The benefits of a customer data platform (CDP) and how it brings together first-party data
The API economy and building blocks for custom solution development
Marketing at Segment
The evolution of the CDP
About Katrina Wong:
Katrina Wong is the VP Segment Marketing, a business unit of Twilio. She’s been with the company for about a year and a half. Wong has spent the last fifteen years working with a range of startups, enterprises, and high-growth companies working in marketing, go-to-market, and revenue growth roles. You will recognize many of these companies – like Hired, SAP, Salesforce.
Where You Can Find Katrina:
Panel: Building Your Ideal Customer Profile: How to Target your Product, Sales and Marketing More Effective Building Your Ideal Customer Profile: How to Target your Product, Sales and Marketing More Effective
Latane Conant on Creating Better Account-based Experiences
Latané Conant is the CMO of 6sense. She joined us on the Content Matters podcast to discuss account-based marketing and engagement, with a focus on the insights she shares in her book: No Forms. No Spam. No Cold Calls. Along with over seven years in executive marketing positions, Conant is also a seasoned sales leader, so she understands well the challenge of getting sales and marketing to work well together and how things need to evolve in companies to make that happen.
Some of the things we talked about:
Her shift from sales to marketing and her belief that employee and customer experience are at the heart of everything.
How we make it difficult for people to buy from us and how to fix it by getting rid of the three pillars - forms, spam, and cold calls.
How to determine relevance to know which accounts and contacts within those accounts to engage.
Why predictive revenue growth is key for CMO's to understand and implement.
The difference between working an account and working a lead.
The process to get everyone on the same page.
How marketing and sales teams are evolving.
Where you can find Latané:
6sense website: The 6sense Account Engagement Platform
Her book: No Forms. No Spam. No Cold Calls.
Sarah Mitchell on the State of Writing in 2021
Sarah Mitchell’s company, Typeset, produces an annual State of Writing survey. This is the second year of the survey and Sarah talked about some of the key insights from the survey. She also shared her experiences as a writer and content marketer.
Inside This Episode:
Businesses are planning to increase content development, but not content budgets.
Writers are not completely satisfied with the performance of their content, yet they are optimistic about the writing process.
How writers understand the customer and what to write.
The lack of governance in writing projects.
The type of content that performs.
The ROI of content.
About Sarah Mitchell
Sarah is the founder of Typeset, a content marketing, and editorial services company, and the founder of Global Copywriting, a content marketing consultancy. Sarah specializes in developing and implementing content marketing strategies. She writes frequently on these topics and is a regular speaker at conferences talking about writing effectiveness and content marketing.
She’s also the Australian Consulting Editor for the Content Marketing Institute and a judge at the Content Marketing Awards held in the US (and a past winner, too).
Where you can find Sarah:
Typeset website: typesetcontent.com
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/