Content Matters

Content is the lifeblood of a great customer experience, but many organizations continue to struggle to put in place a content strategy and operationalize it to maximize its full potential. Cathy McKnight, Chief Problem Solver at The Content Advisory, knows this well and spends her time working with companies to solve their content problems. Some of things we talked about on the podcast include:

• The different places content operations can sit in an organization and how to determine which approach is right for your company.
• How to create a content operations framework (and what it is).
• The importance of executive buy-in for a content strategy and content operations
• The role of generative AI in content strategy.
• The roles and responsibilities and the technology needed for content operations.

About Cathy McKnight
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

The amount of change happening in marketing today is mind boggling and getting increasingly difficult to keep up with. But we continue to try and in this episode, Scott Brinker, Chief Marketing Technologist and the VP of Platform Ecosystem at HubSpot, brings his unique and deeply experienced view of what’s happening. We talked about platforms, martech stacks, low-code, agile software development, and (of course) generative AI.

About Scott Brinker
Scott Brinker has been an entrepreneur at the intersection of marketing and technology for some time, and he shares his knowledge and expertise through his Chief Marketing Technologist blog that has over 40,000 readers, and the annual marketing technology super graphic.

Brinker is VP of Platform Ecosystem at HubSpot, where he shapes the company's platform strategy and leads business programs for its global technology partner ecosystem. Prior to HubSpot, he was the co-founder and CTO of ion interactive, a software company that provides marketers with a platform for creating and testing interactive content, such as quizzes, assessments, solution finders, calculators, and more.

Where You Can Find Scott:

• LinkedIn: Scott Brinker | LinkedIn
• Twitter: https://twitter.com/chiefmartec
• Website: https://www.chiefmartec.com

Additional Resources:

• Hacking Marketing Book
• Marketing Technology Super Graphic:
• Best of Breed Marketing Summit (goldcast.io)

Note: Want to watch the video version of this podcast? You'll find it here: Ingeniux Blog | Ingeniux

About Our Sponsor: Ingeniux
Ingeniux delivers headless CX, portals, and content management software. They help customers unify their product documentation and marketing content and deliver it contextually to every channel and platform. Learn more at https://www.ingeniux.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

ChatGPT has brought the conversations around AI to the forefront and there are mixed feelings across the board. Paul Roetzer, CEO and Founder of the Marketing AI Insititute joined us on the podcast to talk about what's happening with generative AI, the opportunities and challenges, and what we need to be thinking about.

A few of the topics:

1. Why has ChatGPT sparked such a huge debate around content development? We’ve had AI writing for a few years now (and it’s getting better all the time) - why did this one capture so much attention?
2. Looking at ChatGPT and AI-writing tools from a content perspective, there are concerns about copyrights, plagiarism, incorrect information, and privacy – what do marketers need to consider as they make these tools part of their strategy?
3. What is the impact on writers/copywriters/content marketers?
4. Microsoft has introduced its chat-based search in Bing/Edge, Google has announced Bard. What are the implications to search and search advertising?

About Paul Roetzer
Paul Roetzer is founder and CEO of Marketing AI Institute, and founder of Ready North (formerly PR 20/20), HubSpot’s first partner agency. He is the author of Marketing Artificial Intelligence (Matt Holt Books, 2022) The Marketing Performance Blueprint (Wiley, 2014) and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing AI Conference (MAICON). As a speaker, Roetzer is focused on making AI approachable and actionable for marketers and business leaders. A graduate of Ohio University’s E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies.

Where you can find Paul:

• LinkedIn: https://www.linkedin.com/in/paulroetzer
• Website: https://www.marketingaiinstitute.com/
• Podcast: https://www.marketingaiinstitute.com/podcast-showcase

Upcoming events from the Marketing AI Institute

• AI for Writers Summit: https://www.aiwritersummit.com/ (March 30)
• Marketing AI Conference (MAICON): https://www.maicon.ai/

Plus, some great resources:

• Intro to AI for Marketers: https://www.marketingaiinstitute.com/intro-to-ai-for-marketers
• Piloting AI for Marketers: https://www.marketingaiinstitute.com/education/bundles/piloting-ai
• Responsible AI Manifesto: https://www.marketingaiinstitute.com/blog/the-responsible-ai-manifesto-for-marketing-and-business

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

Marketing is continually evolving, and the strategies B2B marketers use are many: demand gen, lead gen, account-based marketing, product-led growth, etc. How do you know what is the right go-to-market approach? Sangram Vajre, co-founder and CEO of GTM Partners, joined us to talk about go-to-market and how to design the right strategy for your organization. We also took a step back in time and talked about how Sangram got into marketing and why he loves it.

You will hear:

> How Sangram “fell” into marketing

> His time at Terminus and the marketing approach that built the ABM category

> Why he decided to write the MOVE book.

> Why he started GTM Partners and what the company is trying to help tech vendors and organizations achieve with their go-to-market strategies.

About Sangram Vajre

Sangram Vajre is the co-founder and CEO of GTM Partners, a data-driven go-to-market analyst firm. He ran marketing at Pardot and co-founded the first account-based marketing platform – Terminus. Sangram is a prolific speaker and evangelist, speaking at numerous marketing events, and the author of three books, including B2B Marketing, ABM is B2B, and MOVE, the 4-question go-to-market framework. He also founded an exclusive marketers-only group for CMOs, and emerging CMOs called the Peak Community.


Where You Can Find Sangram:

> LinkedIn: https://www.linkedin.com/in/sangramvajre/
> Website: https://gtmpartners.com/
> Twitter: https://twitter.com/sangramvajre
> MOVE: The 4-question Go-to-Market Framework: https://www.amazon.com/dp/B09DLBF3S1/ref=tsm_1_fb_lk
> Becoming Intentional Newsletter: https://becomingintentional.substack.com/
> Peak Community: https://www.peak.community/

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

Marketing is a continually evolving practice, and content marketing is a major element of that practice. Brian Piper, a marketing consultant and the co-author of the upcoming second edition of EPIC Content Marketing, joins us on the Content Matters podcast to talk about content marketing, the upcoming Google Analytics 4, getting better at SEO, and the impact of Web3 on brand marketing. If you want to understand how to evolve your markeing training or where to focus your marketing efforts, this episode is a must-listen.
A few highlights:
How Brian got started in content marketing thanks to a book called EPIC Content Marketing.
How to prepare yourself for GA4
Why brands are getting involved in the creator economy.
Why brands should be thinking about Web3
Content marketing in higher education.


Where You Can Find Brian:
LinkedIn: https://www.linkedin.com/in/brianwpiper/
Website: https://www.brianwpiper.com/
Twitter: https://twitter.com/brianwpiper
The book: Pre-Order Epic Content Marketing, 2nd Edition
Purchase $PIPER coin

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

Alex Lee is the Partner Success Manager at Diginomica and an experienced communications consultant. They refer to themself as a “Comms consultant who loves data analysis.” Alex joined us on the Content Matters Podcast to share their insights and expertise on building and implementing a social media strategy. The conversation focused on organic social media marketing but also included their view on social media advertising. Some of the topics discussed:
What brands should and should not be doing on social networks today.
The role employees play in building the brand voice on social media
The newest social media tactics, including Twitter threads, LinkedIn Posts, the 3-2-1 method of engagement.
How brands should deal with negative feedback on their posts.
The difference between social media marketing for a media brand vs a product/services brand.
Analytics and the importance of measuring performance.
Her take on social media advertising and how to make it work. 


About Alex
Alex started her comms career managing communications and leading strategic planning and policy development, using data and analytics for c-suite dashboards and change programs after a project with JISC Data Labs. As diginomica’s Partner Success Manager, Alex works closely with diginomica's industry content and thought-leadership partners planning and creating targeted and thoughtful social media campaigns in line with diginomica's partner and community goals as well as reporting on partner content performance using analytics tools including Google Analytics, Parse.ly, and social media management platforms.
Meet Alex:
LinkedIn: https://www.linkedin.com/in/alex-elisabeth-lee/
Twitter: https://twitter.com/AlexLeeComms
Diginomica: https://www.diginomica.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

Andrew Sevillia is a customer advocacy and marketing professional with over 15 years of experience working for companies like Sage Intact, NetSuite, and Juniper Networks. Andrew joined us on the podcast to help us better understand what customer advocacy is and why it’s so important for companies to create advocacy programs. He also shared insights on how to build a customer advocacy program and
Some of the topics included:
Understanding customer advocacy and customer marketing.
What a customer advocacy program looks like and some of the key elements of a program.
Who needs to be involved in the program and some of the challenges of running a program.
How a customer advocacy program collaborates with and helps other departments in the company.


If you want to build a truly customer-centric company, this is a great way to get started.
About Andrew Sevillia:
Andrew Sevillia is extremely passionate about nurturing customers into advocates! Over the course of his 15 years in Customer Advocacy, Andrew has interviewed thousands of customers resulting in over 700 customer stories, 300 customer video testimonials, countless blog posts, and press releases. At NetSuite, Andrew supported annual revenue growth and delivered marketing leads. In partnership with his marketing colleagues, Andrew grew top-of-funnel lead generation through the creation and execution of demand generation marketing from inception to completion. Most recently, Andrew spent four years at Sage Intacct where he led the Customer Marketing and Advocacy programs. Not only did Andrew increase Sage Intacct’s reference-able customer pool from 200 to 2,000, but he also created a library of customer testimonials across all verticals.
Where You Can Find Andrew:
LinkedIn: https://www.linkedin.com/in/asevillia/ 
Additional Resources:
Customer Advocacy groups:
Base (formerly Crowdvocate)
SlapFive: Customer Marketing
Influitive
Customer Marketing Alliance
https://www.linkedin.com/in/asevillia/

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 often think of marketing operations and content strategy are distinct elements of a marketing strategy performed by different teams. But there is a relationship between the two and you can’t be good in one without a solid understanding of the other. 
Moni Oloyede, Director of Marketing Infrastructure at Fidelis Cybersecurity and a digital marketing expert and speaker, joined us on the Content Matters podcast to talk about the interrelationship between these two areas of marketing and shared some guidance on how you can bring them together to create successful customer experiences.
Here’s what you’ll learn:
With all the tools and technology available to marketing today, how do move past the complexity to create a martech stack that works?
Why marketing operations and content strategists need to work together and how.
How she got into marketing operations and where she sees its future.
The problem with marketing attribution today.
The role of women in marketing operations today.


About Moni Oloyede:
Moni Oloyede is the Director, Marketing Infrastructure at Fidelis Cybersecurity, and an expert in Digital Marketing Strategies, Marketing Automation, and Inbound Marketing. Oloyede specialized in inbound marketing strategies and has an extensive background in content marketing and content development for B2B companies.
Oloyede is certified in Marketo, Eloqua, and ExactTarget, and deployed several multichannel integrated digital programs for lead generation, product launch, lead nurturing and up-sell/cross-sell.
A frequent speaker at conferences and events, Oloyede recently shared her insights on marketing attribution at the MarketingProfs B2B Spring Forum.
Where You Can Find Moni:
LinkedIn: https://www.linkedin.com/in/moni-oloyede/
Twitter: https://twitter.com/MoniOloyede
Personal Website: https://momartech.com/
Additional Resources:
Finite Fest: https://hopin.com/events/finitefest2022
Mind the Gap: Bridging the Gap Between Sales and Marketing Through Empathy: https://player.captivate.fm/episode/354a0a71-e5e8-4a0f-92ec-3b92f655e5db
ROI Tracking: How to Properly Measure Marketing Success: https://www.youtube.com/watch?v=NV4U5YNCg5M
(See lots more on Moni’s LinkedIn Profile)

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

Jennifer Allen has taken on the role of Chief Evangelist in her company, Challenger. It’s new role, one that she worked hard to achieve. She joined us on the podcast to talk about the role, what it involves and how it helps a company build a strong presence. She also shared her experiences working in Sales and talked about how the role needs to evolve to better support customers, including acting more like a marketer than a traditional salesperson.
Here’s what you’ll learn:
What the role of the Chief Evangelist is and how she came to take it on.
Why salespeople need to think and act like marketers and how to change the traditional mindset to selling.
The best way for salespeople to approach social selling.
How a podcast and webinar have helped Challenger create awareness of their approach and how it has helped Jen personally.
How she has adapted to her new role and her vision for how it will evolve.
Her advice for others, especially women, who want to become a Chief Evangelist in their company.


About Jen:
Jen Allen is the Chief Evangelist for Challenger, a global leader in training, technology, and consulting to win today’s complex sale. She has over 15 years of experience working in Sales in roles such as Account Executive, Director of Business Development, and Senior Director. Allen understands how the sales role is evolving and spends much of her time helping sales leaders assess gaps in their go-to-market approach through her role as Chief Evangelist at Challenger. She is the co-host of the Winning the Challenger Sales podcast and co-host of the Winning the Challenger Sales webinar series.

Where You Can Find Jen:
LinkedIn: https://www.linkedin.com/in/jenniferallen1121/
Additional Resources:
Winning the Challenger Sale – Webinar Series https://www.challengerinc.com/resource/wtcs-season-3-replays/
Winning the Challenge Sale – Podcast: https://www.challengerinc.com/podcast/

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

There is so much to understand about content strategy, and Hilary Marsh, Chief Strategist of The Content Company joined us on the Content Matters podcast to talk about some areas that are not as widely discussed. 
The focus for our talk was more on content strategy for intranets and for companies where content is their primary offering (like associations and non-profits) but you could apply much of what Hilary shared to all content strategy work. 
Key topics included how content strategy has evolved, what organizations are doing well and not so well and much more, including:
How to think about content as an investment.
How content strategy for an intranet is different from content strategy for a website (or isn’t).
Why content strategy is an HR issue and needs to be a part of everyone’s work.
How to operationalize content strategy.
How content management technology supports content strategy.
The audience engagement journey (you have to listen to learn what this is). 


About Hilary
Hilary Marsh is president and chief strategist of Content Company, a content and digital strategy consultancy. She helps content-rich nonprofit organizations and associations get better results from their content by improving their practices.  Hilary has over 20 years experience in content strategy, community management, digital transformation, digital governance, and more.
She is a regular speaker at conferences like Confab and the Content Strategy Forum. She is also a guest professor at FH Joanneum University of Applied Science in Austria and the Content Strategy Professor at the University of Strasbourg in France (the only university-level course in content strategy).
Hilary works primarily with non-profits, associations, and companies who want to improve their intranets.
Where You Can Find Hilary:
LinkedIn: https://www.linkedin.com/in/hilarymarsh/
Twitter: https://twitter.com/hilarymarsh
The Content Company: https://contentcompany.biz/
The Content Strategy Community: https://content-strategy.com/
Join Hilary at:
Confab in May: Content measurement that matters: Not everything that can be counted counts
STC Summit in May: https://summit.stc.org/
Hilary’s newsletter: https://www.contentcompany.biz/newsletter
The course Hilary mentioned that she will be teaching (isn’t live yet, but keep an eye out for it here): https://firehead.net/training/
Lots of content strategy tools: https://contentcompany.biz/tools, including:
The Content Strategy Roadmap:
Content Assessment Scorecard

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