Content Matters

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 8 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

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 8 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

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 8 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

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 8 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

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 8 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

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: 

1. Strategy & Planning
2. Creation of Content Assets
3. Management of Content
4. Distribution/Promotion
5. Analytics/Performance 

And for each, Cathy discussed: 

• The processes
• The roles
• The technology
• How 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 8 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

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: [email protected] 
• Weekly Newsletter - https://thecontentpool.substack.com/ 

Check out all 8 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

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: 

1. How generative AI has changed his perspectives on writing and how he's integrating it into his classroom teaching.
2. 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.
3. 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.
4. How content operations are evolving thanks to AI technologies.
5. What kind of challenges he sees with AI and writing and how we overcome them.
6. 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 8 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

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: [email protected] 
• 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 8 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

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: 

1. Why survey-based research is so important for brands today.
2. Common mistakes brands make. 
3. The importance of story in a research project.
4. 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/

Check out all 8 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