Teodora Petkova

Teodora Petkova is a scholar and content marketer whose PhD dissertation explored semantic technologies and dialogical theory and how they apply in the field of digital marketing communication.

She thoughtfully combines her rigorous academic thinking with pragmatic data- and knowledge-management practices in her content-marketing work.

She's currently building a knowledge graph with marketing content at Ontotext, the RDF database and data-management platform company.

We talked about:

her work building a knowledge graph of marketing content at Ontotext

her book "Being Dialogic" and the concept of dialogic communication

the importance of metadata in dialogic communication architectures

how creating a controlled vocabulary or an ontology can support a shared understanding of the concepts stakeholders and users work with

her overview of the semantic web

her current study with the 90-year-old marketing-education legend Philip Kotler

the connections she makes between corporate knowledge management and corporate marketing

the utility of enterprise-wide controlled vocabularies

how your content efforts can help you curate your knowledge graph

the urgent need to cultivate the social practices to help us generate and curate metadata

Teodora's bio

Teodora Petkova is a philologist fascinated by the metamorphoses of text on the Web and curious about the ways the Semantic Web unfolds. She holds a PhD. in Marketing Communication, an MS in Creative writing and a Bachelor of Science in Classics. Teodora is the author of the books The Brave New Text and Being Dialogic.

Following her genuine commitment to creating dialogic moments through semantic annotations, from 2022, Teodora is part of the Ontotext Knowledge Graph team. The Ontotext Knowledge Graph is where Teodora strives to harness the potential of the Semantic Web to foster dialogic marketing communications. Driven by the fascination with the ever-evolving nature of text on the Web, Teodora is also teaching web writing to students at the Content Strategy Masters program in FH Joanneum.

Connect with Teodora online

TeodoraPetkova.com

Teodora's newsletter

LinkedIn

Teodora's books

The Brave New Text

Being Dialogic

Resources mentioned in this interview

How to Do Things with Data, Klaus Bruhn Jensen

The Semantic Web, Tim Berners-Lee, James Hendler, and Ora Lassila

Marketing 4.0: Moving from Traditional to Digital, Philip Kotler

Video

Here’s the video version of our conversation:

https://www.youtube.com/watch?v=vF5xKzXxoWM

Podcast intro transcript

This is the Knowledge Graph Insights podcast, episode number 7. When you combine deep academic curiosity, a powerful concept like the semantic web, and an intellectually innovative approach to understanding how humans, computers, and corporate knowledge interact, you get Teodora Petkova's concept of "dialogic communication." Combine this powerful idea with a nuanced appreciation for modern marketing and carefully curated enterprise metadata and you can powerfully convey your organization's value to the world.

Interview transcript

Larry:

Hi everyone. Welcome to episode number seven of the Knowledge Graph Insights podcast. I am really delighted today to welcome to the show, Teodora Petkova. Teodora is just an ordinary content writer stumbled into the knowledge graph world. So welcome to the show, Teodora. Tell the folks a little bit more about what you are doing these days.

Teodora:

Hi, Larry. Thanks for having me. I'm doing what I have been dreaming about. I'm building a knowledge graph with Ontotext, out of marketing content, and I'm doing a lot of fights, a lot of things that I imagined and envisioned, but they need to be translated into specifications and requirements. So I now have a lot of time to write, do content writing per se; however, I write in the book of life.

Larry:

Yeah,