Meaningful Content Mixer

Libby Healy talks about how to turn internal knowledge into the fuel that drives customer value realization.

We all have so many important pieces to this puzzle. How can we bring everyone together to start conceptualizing knowledge as a service for our clients? How do we create a holistic service that stays with our clients throughout their entire lifecycle with us? And how do we all learn from each other to make this knowledge really powerful?

Our content will just get so much better, the more that we talk to each other and collaborate.

Jenny West talks with us about the importance of feedback loops and how to engage with your audience to get the best feedback. Jenny is a Content Strategist and Training Development Manager for Nike, where she works alongside a dozen teams to find ways to bring compelling content to life in training, presentations, and communications on a variety of platforms. She’s worked in a variety of disciplines, but always seems to find a way to add content creation and problem solving to her job description.      

Episode Links

• www.linkedin.com/in/jennymwest
• The Design of Everyday Things

Martin Ceisel shares insights about his transition to freelance writing and tactics to quickly adapt writing for various clients. Martin is an experienced copywriter and content marketing expert who has worked for global software companies and is now a full time freelance copywriter.

Episode Links

• annhandley.com/everybodywrites
• amazon.com/Style-Lessons-Clarity-Grace-11th/dp/0321898680
• ahrefs.com/academy/blogging-for-business 
• www.copymartin.com
• upwork.com/fl/martinceisel

We explore how to enable buyers with the information they need to make the right buying decision.

SEO considerations may impact your content more than you think, which is why even non-SEO experts need to have a basic understanding. We explore three themes of SEO: Visibility, Relevance, and Authority and how content professionals should be empowered within SEO strategy.

Liz Fraley and Janice Summers, experts in structured authoring and creators of Room 42, share with us about how their latest project creates space for academics and practitioners to gain insights from each other and why getting out of your comfort zone leads to more meaningful content.

In today’s episode, we meet with Alex Pinnon to discuss connections between literary themes and gaming, and how the human experience takes the center-stage for great content. 

Truly engaging with your customers means creating content that goes beyond one interaction. Using an example of a recent project where he saw more engagement than ever before, Ari Hoffman takes us through the benefits of creating content journeys over collision content, and why it's necessary to enable customers to choose their own adventure.

People make decisions based on emotion, which is why emotion-driven content has been embedded in marketing and advertising for years. With the success of Nike's most recent viral ad, You Can't Stop Us, we wanted to understand what made this successful and what we can apply to our own areas of content.

This episode explores the six principles of analytical design, as described by Edward Tufte, and how to apply them to content.  

Resources mentioned in this episode:

• Edward Tufte tips for successful presentations: https://www.edwardtufte.com/tufte/advocate_flatland2
• Edward Tufte Seminar: https://www.edwardtufte.com/tufte/courses 
• Edward Tufte Sculpture: https://www.edwardtufte.com/tufte/sculpture