Content Matters

We talk a lot about customer experience, but the employee experience is equally important to get right. When employees don’t feel valued and aren’t engaged in a way that makes them happy and content in their work, the customer experience suffers. But a lot has changed in terms of employee experiences and we’re talking with Chantelle Nash to understand how they’ve changed and why it’s important to consider employee experiences as one element of a company-wide perspective on digital experience.
Chantelle is the Learning Systems and Innovation Leader at Baker Hughes, but she’s also done some fascinating work for GE that we’re going to talk a little about today. Chantelle has over 10 years of experience in global learning and development and HR Technology. She’s working in everything from design and development of programs, communications, digital marketing, data and analytics, social learning, and community management.
Here are some of the things we talked about:
How do companies address the learning and development of their employees today and why does it need to evolve?
Explain what a consumer-type approach to L&D means with examples.
Why organizations need to align all aspects of the business, including marketing, sales, support, and L&D, and how they can do it.
How to attribute the performance of learning and development programs back to the overall revenue and business goals of the company?
The podcast she created, hosted, and produced for GE Crotonville - Brilliance: Leadership Learning.
Her advice for others who would like to grow their experiences and skills in this area.


About Chantelle
Chantelle Nash is a Learning Systems & Innovation Leader at Baker Hughes. She has over 10 years of experience in global L&D and HR Technology, including design and development, communications, digital marketing, data & analytics, social learning, and community management.
Her passion is helping connect people and ideas to ignite action, and helping organizations tap into the value of employee experience through modern, multidisciplinary approaches to product design, management, and culture and engagement across the digital ecosystem. Chantelle is currently responsible for optimizing digital learning solutions, driving engagement, and creating a roadmap and strategies to develop the overall employee experience ecosystem.
After starting her career in HR, Chantelle joined a global corporate university where she established key development processes and standards for online learning. She subsequently held various online technical training roles, joining GE’s Oil & Gas business in 2012. In 2014, she joined the Digital Learning & Technology team at GE Crotonville as product manager of the company’s in-house digital leadership learning experience platform, where she led several digital engagement initiatives to promote a culture of continual learning and informal knowledge-sharing across a target group of approximately 160,000 employees.
Her work on the internal social learning blog, “Smartbits”, earned the 2017 Brandon Hall Gold Excellence Award for “Best Use of Social Collaborative Learning”, and she pioneered creation of the Brilliance: Leadership Learningpodcast, one of the first on-demand leadership resources from GE Crotonville available externally, which she also hosted and produced.
Chantelle holds an M.S. in Human Resource Development (HRD) and a B.A. in Corporate
Communication from the University of Houston. Her hobbies include spending time with her Family and pets, creating, traveling, eating, sometimes cooking, sometimes working out, writing, learning (really!), and an occasional videogame.
Where You Can Find Chantelle:
LinkedIn: https://www.linkedin.com/in/chantellenash/
Twitter: https://twitter.com/CtelleNash
Additional Resources:
Podcast: Brilliance: Leadership Learning
TedTalk: https://www.ted.com/talks/emilie_wapnick_why_some_of_us_don_t_have_one_true_calling

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 are fortunate to kick off our fourth season with Val Swisher, Founder and CEO of Content Rules, a consulting firm that delivers content strategy, development, transformation, and optimization services. Val joined us to talk about something every company wants to do – provide personalized experiences at scale.
She’s authored a book on the topic - The Personalization Paradox: Why Companies Fail (and How to Succeed) at Delivering Personalized Experiences at Scale with Regina Lynn Preciado, a senior content strategist with Content Rules.
We talked about the need for content standardization to enable personalization at scale and what organizations need to do from a content strategy and technology perspective.
Here’s what you’ll learn:
How Val defines personalization
What is the Personalization Paradox?
What is content standardization and how you achieve it? What needs to be standardized?
What are the biggest challenges to providing personalized content (at scale)?
How should a company think about personalizing content in a global context?


About Val Swisher:
Val is the founder and CEO of Content Rules, a global content strategy, Optimization, and Transformation consultancy. She runs the content strategy, global content strategy, and content optimization service lines for the company.
Val has more than two decades of experience and is a well-known expert on global readiness, intelligent content, and technology solutions. She speaks frequently at industry conferences and is a sought-after guest on webinars and podcasts. In her view, content should be easy to read, cost-effective to translate, and efficient to manage.
Where You Can Find Val:
LinkedIn: https://www.linkedin.com/in/valswisher/https://www.linkedin.com/in/valswisher/ 
Twitter: https://twitter.com/valswisher and https://twitter.com/contentrulesinc
Content Rules: https://contentrules.com/
Additional Resources:
Book: The Personalization Paradox: https://contentrules.com/tpp/
The Personalization Paradox Webinar Series: https://contentrules.com/watch-your-words-the-personalization-paradox-1/ (Part 1)

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

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:
LinkedIn: https://www.linkedin.com/in/sarafeldman/
Twitter: https://twitter.com/SaraContentWise


Additional Resources:
Service Innovation Org: https://www.serviceinnovation.org/
Intelligent Swarming Defined: https://library.serviceinnovation.org/Intelligent_Swarming

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

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:
LinkedIn: https://www.linkedin.com/in/andycrestodina/
Twitter: https://twitter.com/crestodina
Orbit Media: https://www.orbitmedia.com/
Additional Resources:
ABM: https://www.orbitmedia.com/blog/account-based-content-marketing/
Book Content Chemistry: https://www.orbitmedia.com/about/content-chemistry/
Blog: Results Driven Blog - Website Blog Advice | Orbit Media

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

Episode Summary:
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.  
Additional Resources:
Presentation: https://www.linkedin.com/pulse/alignment-understanding-objects-mark-lewis/ 
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/ 

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

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:
LinkedIn: https://www.linkedin.com/in/katrinawong11/
Twitter: https://twitter.com/KatchMeSocial
Segment: https://www.segment.com
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

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

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:

Twitter: https://twitter.com/LataneConant
LinkedIn: https://www.linkedin.com/in/latane-conant/

Other Resources:

6sense website: The 6sense Account Engagement Platform
Her 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

Episode Summary:
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:

LinkedIn: https://www.linkedin.com/in/sarahcmitchell
Typeset website: typesetcontent.com
Twitter: https://twitter.com/SarahMitchellOz


Other Resources:
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/

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

To understand content strategy in its full perspective, you only need to talk with Kristina Halvorson, co-founder and CEO of Brain Traffic, a content strategy consulting firm. Halvorson joined us on the Content Matters podcast to talk about the elements of content strategy and how they all work together to build better customer experiences.  She shared her insights on content marketing, copywriting, UX writing, content marketing, content design, and much more.
Inside This Episode:

The complete definition of content strategy

The difference between marketing writing and writing for the web and products

How content impacts the entire customer journey

How leadership needs to approach content design and measurement


About Kristina Halvorson
Kristina Halvorson is widely recognized as one of the most important voices in content strategy. Her seminal book Content Strategy for the Web is credited with sparking the explosive growth of content strategy and its recognition as a critical field of practice. She appears regularly a featured speaker at conferences all over the world and is known for her lively, insightful presentations.

Kristina is the executive producer of Confab and Button, two events focused on helping content strategists, designers, and writers create and care for exceptional content all along the customer journey.

Where you can find Kristina:

LinkedIn: https://www.linkedin.com/in/kristinahalvorson/

Brain Traffic website: https://www.braintraffic.com/

Confab Conference: http://confabevents.com/

Button Conference: http://buttonconf.com/


Other Resources:
Content Strategy for the Web, 2nd Edition

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

If you want to understand how to create, manage, and publish your content from an organization-wide perspective, Rahel Bailie is the person to talk to. Bailie is a long-time content advocate who works with organizations that truly understand how important their content is. She joined us on the podcast to talk about her experience on content strategy, content operations, content experiences, and much more. 
Inside This Episode: 

Getting a holistic view of content across the organization 
The importance of UX of content and the need to understand the customer experience to properly manage content 
The role of technical content in the customer experience 
The importance of back-end content and how to operationalize it 

About Rahel Bailie 
Rahel Bailie is the CEO and Principal Consultant at Content, Seriously, UK consultancy. She has many years of experience working with organizations on their content operations, strategies, and systems. 
Bailie understands the complexities of managing the editorial and technical aspects of content and works to ensure that content is built and managed to enable its use in compelling experiences in both existing and emerging channels. 
Where you can find Rahel: 

Content, Seriously
Rahel on Twitter
Rahel on LinkedIn

Other Resources:

Updating the Content Quad
Information Operations in a Digital Environment

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