The Content Strategy Podcast
23 // Mike Petroff and Aaron Baker, Harvard University // Democratizing Data at Harvard

23 // Mike Petroff and Aaron Baker, Harvard University // Democratizing Data at Harvard

July 16, 2019

Mike Petroff and Aaron Baker have teamed up to create a custom editorial analytics dashboard called “Scoop,” which they use to serve the content teams at Harvard University and the online version of The Harvard Gazette. Their goal? To give power back to the content creators, using data to answer their questions and help make informed decisions about content. Instead of just number crunching, they’re able to use data to tell a cohesive story about content performance and get to the questions that really matter, like “Is this content really working?” and “What do our users actually need?”

22 // Tina O’Shea // How Content Teams Work at QuickBooks

22 // Tina O’Shea // How Content Teams Work at QuickBooks

June 18, 2019

This week, Tina O’Shea (Director, Content Design & Strategy at QuickBooks) talks in depth about how content design went from being “just writing the words” to a key part of the QuickBooks product design process. She describes her team structure, and how she won executive support for their contributions to design. She also digs into how they created the QuickBooks voice and tone guide—and how they’re making sure it’s getting used across the global company. 

21 // Lou Rosenfeld // Industry Leadership in a Time of Change

21 // Lou Rosenfeld // Industry Leadership in a Time of Change

June 5, 2019

Author, publisher, conference organizer, and all-around renaissance man Lou Rosenfeld talks shop about writing the first book on IA, watching the evolution of design practices, and how he’s helping to keep people at the forefront of their respective industries.

20 // Cruce Saunders, [A] // Enterprise Content Publishing

20 // Cruce Saunders, [A] // Enterprise Content Publishing

May 21, 2019

Cruce Saunders joins Kristina this week to talk about multi-channel content publishing at the enterprise level. He describes how enterprises are starting (or hopefully starting) to take a more holistic approach to their content and customer experiences, moving away from the “content center of excellence” approach present in so many large organizations. He also shares some thoughts on content marketing in general—what’s working and what isn’t.

19 // Karen Cross, Atlassian // Building a Content Design Team

19 // Karen Cross, Atlassian // Building a Content Design Team

May 7, 2019

Karen Cross is head of content design at Atlassian, an Australian-based company known for their suite of software development and collaboration tools like Trello and Jira. Karen’s work to build a centralized content design team at Atlassian has unified their various product teams and finally brought writers and designers working together. The ultimate goal? More efficiency and better experiences for their customers. In this episode, Karen describes some of the tactics she’s used to build this new team, and some of the challenges she’s overcome along the way.

18 // Rachel Lovinger // The Changing Roles of the Content Strategist

18 // Rachel Lovinger // The Changing Roles of the Content Strategist

April 17, 2019

This week, content strategy pioneer Rachel Lovinger covers a wide range of topics with Kristina, including her content modeling work at Publicis Sapient and the core challenges faced by today’s publishers. They also dive into the intersection between content design and systems design, as well as how the role of the content strategist has evolved over time.

17 // Hilary Marsh, Carrie Hane, and Dina Lewis // Content Strategy for Associations

17 // Hilary Marsh, Carrie Hane, and Dina Lewis // Content Strategy for Associations

April 2, 2019

This week’s guests are a dynamic trio of content strategists who recently concluded an extensive associations research project that resulted in their defining the 17 elements of content strategy and the three stages of content maturity. In this episode, they will also share ideas for identifying pain points, establishing governance policies, and getting buy-in from the top to help guide a content strategy project—tactics that can be applied to any organization, association or not.

16 // Tracy Playle // Content Strategy in Higher Ed

16 // Tracy Playle // Content Strategy in Higher Ed

March 20, 2019

Tracy Playle is well known in the content strategy industry for her expertise in content specific to the higher education community. In this episode, she and Kristina chat about both the challenges and positive trends Tracy is seeing in higher ed, and how she has been helping universities design user-first experiences by truly understanding their audiences—both students and stakeholders.

15 // Angela Gorden // UX Writing at Dropbox

15 // Angela Gorden // UX Writing at Dropbox

March 7, 2019

Angela Gorden, UX writer at Dropbox, shares how working with cross-disciplinary teams day-to-day makes for better writing and better overall experiences. She offers ideas on how to ensure writing is a part of any project right from the start, and how best to give and receive feedback.

14 // Sarah DeAtley, Microsoft // Data Science and Content Analytics

14 // Sarah DeAtley, Microsoft // Data Science and Content Analytics

February 19, 2019

Kristina welcomes Sarah DeAtley, a content and customer experience analytics expert who has worked with major corporations including Dell, Expedia, and most recently, Microsoft. Sarah shares what she’s seen from the trenches of content analytics, including how she determines what works and what doesn’t, and how she uses data to answer the age-old question: “How much content do we really need?”