Tamara Adlin uses the power of user personas to align teams and help them develop better products. Tamara literally co-wrote the first book on how to develop and use personas. She has subsequently developed several practices that help teams align executives and other stakeholders on how to build genuinely customer-focused products and services. Tamara and […]
Andy Welfle and Michael J. Metts: Writing Is Designing – Episode 58
Andy Welfle and Michael J. Metts are on a mission to empower word people. Specifically the people who craft words as part of product design teams. Their new book, Writing Is Designing: Words and the User Experience, shows UX content creators how to apply design principles to their writing craft. We talked about: their backgrounds […]
Brittney Urich: Connecting Content and Design – Episode 57
Brittney Urich has been connecting content strategy to UX design from the very start of her career. As a senior user experience designer at Ogilvy’s Denver office, Brittney educates both her clients and her colleagues about how content and design support each other. Brittney and I talked about: her background in professional writing, content strategy, […]
Kylie Hansen: Building a Content Design Team at Microsoft – Episode 56
Kylie Hansen is a tireless evangelist for the field of content design and for her team at Microsoft’s Cloud + AI Studios. She shows the managers she works with how content design can improve their products. By demonstrating the ROI of content design, she also earns the budget that lets her continue to build her […]
Ian Lurie: Technical SEO for Content Creators – Episode 55
Ian Lurie is a leading technical SEO expert. But he doesn’t recommend spending a lot of time on fancy optimization techniques. Instead, he urges content creators to focus on their users’ intent and on quality content. And then do just enough SEO make sure you aren’t hiding your content from Google. Put another way, “Don’t let […]
Eric Best: Scenario Thinking – Episode 54
Eric Best helps business leaders look into the future. As a scenario-thinking consultant, he helps you discover insights that let you formulate an actionable strategy in the face of uncertainty. Scenario thinking gives you tools to explore the differences between your currently planned future and the one that may actually unfold. Eric and I talked […]
Rob Mills: Content Operations – Episode 53
Rob Mills thinks a lot about content operations. As Head of Content at GatherContent, which provides a content operations platform, he both manages and writes about content ops. So, yes, this episode gets a little meta at times 🙂 Rob sees the growing multidisciplinary nature of content work as a “fun challenge.” He revels in […]
Emily Triplett Lentz: Inclusive Content – Episode 52
Emily Triplett Lentz is committed to making her content as welcoming as possible to everyone who encounters it. Her inclusive-content work not only ensures that traditionally excluded groups feel included. It also delivers stronger business results and promotes better writing. We talked about: her background as a writer and content strategist their focus at Help […]
Jonathon Colman: Content Champion – Episode 51
Jonathon Colman knows how to build content teams and integrate them into big digital programs. He deftly navigates the challenges that come with creating complex products in fast-growing organizations, always championing the best content practices. Jonathon’s career arc mirrors the growth of content strategy and content design. He started out as a technical writer and […]
The Evergrey: Conversational Journalism – Episode 50
Mónica Guzmán and Caitlin Moran are thoughtful practitioners of a new kind of reporting – conversational journalism. Their team at WhereBy.Us builds community in five U.S. cities with newsletters that engage their readers in ways that old media couldn’t. I invited Monica and Caitlin to the podcast because I was impressed with how they had […]
Tracy Playle: Content Strategy Workshops – Episode 49
Tracy Playle has a super-power: people skills that help her run effective content strategy workshops. Clarify your “why.” Get the right people together. Engage them in focused and creative activities. Great strategy is the result. Tracy and I talked about: her content strategy consulting work in the education sector ContentEd, the conference she organizes how […]
Phillip Hunter: Designing Digital Conversations – Episode 48
Phillip Hunter has been designing digital conversations for 20 years. He started with touch-tone phone applications. More recently, he has worked on Alexa and other voice-based technologies. Phillip and I talked about: how fun it is to “talk about talking” his current work at [24]7 his early work developing touch-tone applications back in the 90s […]
Colleen Jones: The Content Advantage – Episode 47
Colleen Jones is a Jedi Master of content effectiveness. She helps organizations plan, create, and improve operations that produce user-focused content. Colleen and I talked about: her return to consulting after 9 months leading the content team at Mailchimp content effectiveness – how it’s a needed new way of measuring content succcess that fits conceptually […]
Torrey Podmajersky: Strategic Writing for UX – Episode 46
Torrey Podmajersky is a true UX writing pioneer. As a “content developer” for Microsoft’s Xbox she cultivated the skills she now uses as a UX writer at Google. Her new book, “Strategic Writing for UX,” shares the insights she has gleaned over 10 years of UX writing practice. Torrey and I talked about: how her […]
Laura Robertson: In Search of a Content-First CMS – Episode 45
Do you love your CMS? Laura Robertson asked the audience at her Confab 2019 talk whether any of them loved their CMS. In a room of 750 people, only one hand went up. This sad state of affairs has prompted Laura to reflect deeply on content management systems. Laura and I talked about: her content […]
Mike Atherton: Designing Connected Content – Episode 44
Mike Atherton applies insights from information architecture to help content strategists develop domain models. These models help align content stakeholders and create a powerful way to organize, discover, and display content. Mike and I talked about: his discovery in the late 1990s of the field of information architecture (solving what was then known as “the […]
Flora Paul: Editorial Intelligence – Episode 43
Flora Paul developed an analytics practice she calls “editorial intelligence” during her time at BuzzFeed Brasil. She firmly believes that writers and content strategists “can be friends with numbers and data.” Flora and I talked about: UOL, the huge internet portal in Brazil, her current employer her prior work at BuzzFeed Brasil how she came […]
Rachel Van’t Land: Finding Your Brand Voice – Episode 42
Rachel Van’t Land helps businesses speak in a credible voice that aligns with their brand. She is a copywriter, brand strategist, and content strategist based in Seattle, WA. Rachel and I talked about: how she defines “voice” and how she helps her clients find theirs the importance of voice – it’s every bit as, if […]
Blaine Kyllo: The Power of Content Governance – Episode 41
Blaine Kyllo helps enterprises understand and optimize their content processes. A key part of his work is helping his clients develop governance models that keep content operations on track. Blaine and I talked about: his background in journalism and publishing how large enterprises tend to have the big, sticky problems that governance can solve how […]
Crystal Taggart: Using AI to Optimize SMB Digital Marketing – Episode 40
Crystal Taggart helps small- to medium-sized businesses improve their business results with artificial intelligence. AI is rapidly emerging as a viable technology that even small businesses can use to optimize their marketing efforts. Crystal and I talked about: her company, Atlas AI, and its mission to empower SMBs to use artificial intelligence to better promote […]
Neal Sofian: Using Conversational Content to Build Relationships – Episode 39
Neal Sofian leads a company that builds conversation bots for the health-care industry. Using algorithms, machine learning, and contextual storytelling, they create complex, customized content on the fly to help people change their health behavior. Neal and I talked about: conversational AI and how conversation bots can create conversations and build relationships how technology that […]
Jennifer Bourn: Small-Business Content Systems – Episode 38
Jennifer Bourn helps small businesses create systems to plan and create their content. She also helps other small-agency owners streamline and systematize their operations. Jennifer and I talked about: the importance of systems and processes in both her business and personal lives her ability to identify and implement a systematic approach to any business activity – […]
Kronda Adair: Stealth Content Strategy – Episode 37
Kronda Adair helps mission-driven businesses succeed online. Helping her clients authentically share their expertise as digital content is a key part of this mission. Kronda and I talked about: her evolution from web developer to a full-service, results-oriented marketing agency her stealthy approach to eliciting content from her clients her new “Content Bootcamp” product how […]
Jenn Marie: Brand Copywriting & UX – Episode 36
Jenn Marie helps small businesses share their authentic selves online. She focuses on personality-driven content marketing that helps her clients start conversations with their customers and prospects. Jenn and I talked about: how her diverse business background prepared her for internet marketing work how her work in experiential marketing informs her branding expertise the confluence […]
John Sechrest: Content Strategies for Startups – Episode 35
John Sechrest helps startups tell their stories. By managing the narrative around their startup idea, founders can improve their odds of raising money, attracting the right talent, and – most importantly – connecting with the right customers. John and I talked about: the importance in of startup founders telling an effective story and living it […]
A Content Strategy Process Model
Content strategy can be described as a process. At the highest level, it entails planning, implementing, and administering the creation, distribution, and promotion of digital content. At a more detailed level, it entails stages familiar to any digital or business strategist: discovery, strategy, governance, designing, building, publishing, and management. At an even more detailed level, […]
WordPress 5.0 and Gutenberg: A Quick Update
I talked briefly with Matt Mullenweg after attending his surprise Q&A session at WordCamp Portland (OR) Saturday. The WordPress community has expressed concern about the impending release of WordPress 5.0 and the new Gutenberg editor that will launch with it. So there were a number of questions about both in the Q&A. On the issue of […]
Andrea Zoellner: UX Copywriting – Episode 34
Andrea Zoellner is passionate about making the web more accessible and usable. With clear UX copywriting and a single-minded focus on the user, she helps people succeed online. Andrea and I talked about: her passion for making the web more accessible her path to UX copywriting via communications and journalism her definition of UX copywriting: […]
Heather Lloyd-Martin: SEO Copywriting – Episode 33
When the field of SEO emerged in the late 1990s, Heather Lloyd-Martin was one of the first writers to focus on search engines. She’s still at it 20 years later – writing, coaching, training, and consulting on SEO copywriting. Heather and I talked about: her background in SEO, dating back to before the introduction of […]
Kate Saul & Andre Francisco: The 18F Content Guide – Episode 32
Kate Saul and Andre Francisco work at 18F, an internal government agency that helps other federal agencies improve their digital services, including web content. Soon after the agency’s founding they discovered that they would benefit from having a reference guide – the 18F Content Guide – for both their organization and their clients. We talked about: Andre […]
Shelley Keith: Content Governance – Episode 31
Shelley Keith is a digital strategist with Modern Tribe. Her pragmatic approach to content governance aligns stakeholders on the “why” behind content decisions and uses techniques like “guerrilla governance” to get the content outcomes that executives demand. Shelley and I talked about: her work on the web since 1994 and her role at Modern Tribe her definition […]
Simon Thompson: Podcasting Content Strategy – Episode 30
Simon Thompson runs an agency in Melbourne, Australia, that focuses on helping B2B businesses add podcasts to their content marketing mix. Simon and I talked about: his transition from print media to digital his work doing content marketing for big brands in an agency setting his transition to running his own agency why he focuses on podcasting […]
Malaika Carpenter: Solo Content Strategy – Episode 29
Malaika Carpenter is a solo content strategist in Philadelphia. Working on her own with non-content-focused clients has shown her the importance of having a clearly articulated, replicable content-strategy process. Malaika and I talked about: her work at SayCred Media Group helping clients get clear on their “why” her background as a pharmaceutical sales representative and […]
Jamie Schmid: Content Enthusiasm – Episode 28
Jamie Schmid is a content enthusiast. She has been building websites since the late 1990s. Over that time, she has honed processes that result in websites that give both internal and external users rich, intuitive content experiences. Jamie and I talked about: her evolution from illustrator to website developer how Karen McGrane inspired her at […]
David Dylan Thomas: Cognitive Bias & Content Strategy – Episode 27
David Dylan Thomas studies human behavior to develop better content strategies. His cognitive-bias hacks help you tame counter-productive thought processes to create less biased content experiences. David and I talked about: his evolution from filmmaker to content strategist the introduction of content strategy as a discipline at Think Company how awareness and knowledge of cognitive […]
Joe Welinske: Crafted Communication – Episode 26
Joe Welinske creates content strategies and other crafted communication as a UX practitioner, teacher, and event organizer. Joe is super-thoughtful about the role of content in helping people use technology. We had a great conversation about his journey from old-school technical communicator to leading-edge UX practitioner. We talked about: Joe’s journey from industrial engineering to technical communication […]
Jared Spool: UX Content Strategy – Episode 25
For nearly 40 years, Jared Spool has been helping publishers and software developers create better experiences for their users. Along the way, he has also helped companies apply UX design principles to the process of creating content for their customers. Jared is one of the best-known and most widely cited practitioners and educators in the […]
Jason Preston & Steve Broback: Event Content Strategy – Episode 24
Jason Preston & Steve Broback co-founded the Dent Conference, an annual gathering and a year-round community of innovators looking to make a dent in the universe. Jason and Steve launched the event with focus on content and programming. But they quickly realized that the event was really the centerpiece of an ongoing, year-round community they […]
Gerry McGovern: Top Task Management – Episode 23
Gerry McGovern helps customers complete their most important tasks when they arrive at a website. His proven process routinely results in the removal of as much as 90% of the content on a website. This requires content managers to shift their mindset from a simple production model to an ongoing customer-centric “eternal beta.” Gerry and […]
Sarah Richards: Content Design Innovator – Episode 22
Sarah Richards created the field of content design as she revamped GOV.UK‘s web presence. From a messy amalgam of hundreds of government websites, she created a user-focused “storefront” where UK citizens could get their most common questions answered. Always focused on her users’ needs, Sarah developed an approach and methodologies that can help anyone design, […]
Todd Bishop: Tech-Journalism Content Strategy – Episode 21
Todd Bishop and his colleagues at GeekWire have strategically blended business journalism with leading-edge media business practices to create a regional tech publication with worldwide readership. Todd is convinced that content marketers and other content strategists could benefit from bringing a journalistic approach to their content. With a research-based, journalistic approach “you’re not just telling […]
Laura Porto Stockwell: Digital Content Strategy – Episode 20
Laura Porto Stockwell has developed a strategy process that connects the dots between business goals, brand aspirations, market opportunities, and user needs. The intersection of those elements, she says, “Is where the magic happens.” Laura applies her strategic approach to both top-level digital strategies and to content strategies for her clients as the CEO of […]
Anika Anand: Journalism Startup Content Strategy – Episode 19
Anika Anand loves engaging with her readers, not just giving them “fly-by content.” She constantly asks, “What do we want people to do with what we’re making?” Anika and her colleagues at The Evergrey and Whereby.us are pioneering a new kind of interactive journalism, always aiming to engage with their readers, and to encourage them […]
Andrew Himes: Microsoft’s First Web Content Strategist – Episode 18
He didn’t use the term then, but Andrew Himes was one of the web’s first content strategists. Years before Bill Gates’ famous “Internet Tidal Wave” memo, Andrew and his co-founders at the Microsoft Developer Network (MSDN) were working on a proprietary hypertext document system, code-named Blackbird. Then along came the web. Andrew and his colleagues […]
David Fried: Digital Agency Branding & Content Strategy – Episode 17
David Fried integrates content strategy throughout his branding work at the digital agency EFM. Whether he’s crafting a branding strategy from the ground up or executing a campaign for an existing brand, content is always a key element. David’s Bio David Fried is a strategist and creative director at EFM Agency in San Diego with […]
Russell Sparkman: Content Marketing Pioneer – Episode 016
Russell Sparkman has been doing content marketing for almost 20 years. We talked about purpose-driven content marketing, how not to commit “random acts of content,” and the neuroscience of storytelling. Russell’s Bio Since 2000, Russell Sparkman has been a practitioner and proponent of story-based, purpose-focused content marketing. Starting with the launch of One World Journeys […]
Morten Rand-Hendriksen: Content Strategy, Gutengerg, & Web Ethics – Episode 015
Morten Rand-Hendriksen is a broadly accomplished web designer and educator. He is very active in the WordPress open-source project and is known there for his strong opinions on topics like the Gutenberg project. I also learned in this interview that he was originally trained as a philosopher and is currently working on an ethical framework […]
Natasha Banta McDermott: 1990s Content Strategy – Episode 14
Natasha Banta McDermott began her content-strategy career in 1997 at Clement Mok’s Studio Archetype. Mok, who had been the creative director at Apple in the 1980s, put content right alongside design in their clients’ web projects, creating some really cool opportunities for Natasha and her content team. Natasha and I talked about content strategy, creative collaboration, […]
Larry Swanson: Triskaidekaphobia – Episode 13
Triskaidekaphobia is the fear of the number 13. I’m beginning to understand this fear. I had first scheduled a guest for episode number 13 several weeks ago. The day before we were going to talk, he contacted me to report that he had been clobbered by that flu that is making the rounds. “No worries,” […]
Melanie Seibert: Mobile-App Content Strategy – Episode 12
Melanie Seibert is a senior content strategist on the UX team at WillowTree, a mobile-focused agency that creates apps, chatbots, websites, and other digital products for some of the world’s best-known companies. She also teaches content-strategy courses both online and in real life. Melanie and I talked about both her work at WillowTree and her […]
Warren Etheredge: The Storyfinder – Episode 11
Warren Etheredge can help you find the stories you need to generate the content your customers crave. I talked with Warren about his Storyfinding method and about the art of conversation in general and interviewing in particular. Warren’s Bio Warren Etheredge is a Storyfinder who can, as he puts it, “mine narrative gold anywhere, from […]
Peter Herford: Journalism Content Strategy – Episode 10
Journalism veteran Peter Herford talks about how little the management principles that underlie content strategy have changed since he began his career at CBS news in 1962. Peter’s Bio Peter Herford describes himself as a recovering journalist. He spent 27 years at CBS News and has had faculty appointments at the University of Chicago and […]
Susan Walker: Content Usability with “30 Questions” – Episode 9
Susan Walker uses a “30 Questions” method to test the accessibility and usability of the content they create at the Rutgers University Camden campus. I first saw Susan talk about her “30 Questions” method at WordCamp US in Nashville in December 2017. We talked a bit about her talk there, but I still had more […]
Eric Enge: Content Research for SEO & Content Marketing – Episode 8
Content research studies reveal which content performs best, garnering social-media shares and earning in-bound links. Few experts know as much about measuring the effectiveness of content as Eric Enge. Eric and I talked about research that can inform your content strategy for SEO, content marketing, and social media. The show notes below include links to […]
Rand Fishkin: SEO Content Strategy (and Net Neutrality) – Episode 7
SEO’s have always been tactical about how they use content, but they have become increasingly strategic and content-driven as digital marketing has evolved. Rand Fishkin talks about “the SEO as content strategist” and much more, including empathy and teamwork, “10X Content,” voice search, and his thoughts on this week’s FCC decision to roll back net […]
Julia Copley: Inclusion Strategies for Agencies – Episode 6
Being more attentive to inclusion is helping Julie Copley and her colleagues at Pop improve their clients’ websites. Julia Copley is a connections strategist at POP, a Seattle-based digital agency. She helps clients prepare for the future and incorporate emerging technology to their existing portfolios. Previous clients include Microsoft, Adobe, eBay, The Home Depot, and BMW’s […]
Sara Wachter-Boettcher: Structuring Content for People & Organizations – Episode 5
Sara Wachter-Boettcher talks about structuring content, and – more importantly – how to help people and organizations create and manage it. Sara Wachter-Boettcher runs Rare Union, a Philly-based content strategy and user experience consultancy. She is the author of Content Everywhere (2012, Rosenfeld Media) and the co-author, with Eric Meyer, of Design for Real Life […]
Duane Forrester: How Voice Search Is Revolutionizing Content Strategy – Episode 004
Duane Forrester talks about how voice search is revolutionizing content strategy and SEO. Duane Forrester is currently VP of Industry Insights at Yext. He previously served as the lead SEO for Microsoft’s MSN and then as the webmaster outreach lead for the Bing search engine. He has written on SEO and other marketing and technology […]
Adam Fout: “Content Sorcerer” & Content Marketer – Episode 003
Adam Fout is a “content sorcerer” with Blue Steele Solutions in Dallas, TX, where he develops content-marketing strategy and writes emails, blog posts, and other marketing content. Video Here’s the video version of my interview with Adam:
Paula Land: Content Strategy in the Enterprise – Episode 002
Paula Land comes to content strategy via a career in publishing and a ten-year stint at Microsoft where she managed millions of pages on the MSDN website. She currently operates a content strategy consultancy and offers a website content inventory tool. Video Here’s the video version of my interview with Paula: