Content Matters

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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.

22 JUL

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

56 min
23 JUN

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

48 min
18 JUN

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:

36 min
2 MAY

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

58 min
24 MAR

The Time is Right: Implementing Structure Through Content Delivery

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

1 h y 1 min
24 FEB

Truth Collapse: When AIs are Participants in Culture

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

44 min
08/12/2024

Cathy McKnight - A Look at Content Operation in 2025 – the AI Edition

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/

46 min
28/10/2024

Developing Persona-based Content - The Good, Bad, and the Ugly

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/

38 min

4

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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.

Creador

Ingeniux
Años de actividad

2019 - 2025
Episodios

64
Clasificación

Apto
Copyright

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Content Matters