Content Matters

Many people believe category design is this huge undertaking meant only for enterprise companies but we're looking at it the wrong way. Pablo Gonzalez, co-founder of the Category Thinkers Community joined us on the podcast to help us understand how category design is and how it fits into our go-to-market motions. We also talked about the role of content in category design, the key elements of buil...

Who better to talk about large language models and generative AI than the co-founder and CTO of 6sense, an account-based marketing platform that is built on AI and leverages generative AI in some of its capabilities? Viral Bajaria shared his perspective on large language models, what surprised him about the new excitement over generative AI, how they use it in 6sense, and the benefits it has broug...

As the founder and CEO of Convey Communications, Kristin Hege has extensive experience in the public relations industry and works with some well-known B2B tech companies. She joined us on the podcast to talk about how the PR industry is changing and offered both marketers and other public relations professionals some guidance into how PR works today. Some of the topics included: Kristin’s perspect...

Chris Carr has been in marketing for over 22 years, working with a range of companies through his digital marketing agency, Farotech. He’s learned a lot about how marketing strategies have changed from SEO and programmatic advertising to content marketing, and generative AI. Carr joined us on the podcast to share his insights and advice for marketers, including: How to get started with a content m...

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: T...

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,...

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: Why has ChatGPT sparked such a huge debate around content...

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 talk...

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...

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...

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 S...

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 M...

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...

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 o...

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...

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 (...

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 exper...

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 d...

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 c...

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 c...

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 we...

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 satis...

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, copywritin...

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 mu...

Robert Rose shares his insights and experience about how content marketing has evolved in terms of new trends, team composition and experiences, and its role in the organization. He talks about building experiences and architecting desire and why it’s not enough to be the FAQ of your industry.   Inside This Episode:  The most important trend in content marketing in 2021  What does the modern conte...