Jordan Craig has worked at Twitter for 18 months as the lead of their content design team. Jordan shares her experience of growing the team, managing Twitter’s terminology, using AI for style guidance, finding a community and creating paths into content design.
When Andy Welfle joined Adobe four years ago he got to work founding and building their content design practice. He now manages a growing team and talks about the relationship between content design and UX writing, content as part of a design system and equitable terminology in tech.
Kristina welcomes Rob Mills of GatherContent to talk about his experience as head of content for GatherContent. He talks about what content ops is, not just in the context of his team’s product but also as part of a larger conversation about the field of content strategy. Rob also shares how he handles content operations internally at GatherContent (how very meta).
As the UX operations lead at HubSpot, Beth Dunn applies a content strategy lens to the way she’s helping lead the company’s UX practice. In this episode, she and Kristina talk about how HubSpot defines UX operations and design, how she’s working to advance the practice, and how teams can get aligned on terminology and goals.
Bram Wessel is a co-founder of Factor, a Seattle-based consultancy that brings user-centered design principles and practice to enterprise-scale information problems. In this episode, he breaks down the types of taxonomy problems many large orgs face, including problems with findability, site search, and navigation. Bram’s work aims to cater to how customers think, applying user research to ensure everyone is speaking the same language through information.
Abby Covert, better known as Abby the IA, returns to the show for a repeat appearance to talk about information architecture, her influential book, How to Make Sense of Any Mess, and life in the design world as a new mom (congratulations!). In this episode, she breaks down the steps to information architecture as outlined in her book, and shares some real-world stories of sensemaking from her readers.
Ryan Skinner is the principal marketing analyst at Forrester, where he advises enterprise clients on content marketing activities through a strategic lens. In this episode, he and Kristina talk about the blind spots marketers (or sometimes entire companies) have when it comes to the customer experience, specifically in creating content that ties back to both the user needs and business goals. Ryan offers advice for those tasked with shifting an organization to a more strategic approach to content as a business asset, including specific examples of things to start on first. Kristina also pitches an exciting new idea for podcast merch. (Okay, we’ll tell you. It’s a bobble head.)
Christine is the Service Director of Content Strategy and Operations at SiriusDecisions. In this week’s podcast, she describes the Content Transformation Roadmap she uses to identify the strategy, people, processes, and technology needed to achieve these milestones. She also shares some thoughts on the definitions of “content marketing” and “content strategy” in B2B environments. (Kristina gets VERY excited.)
This week, Kristina discovers that user-centered SEO isn’t just some magic you sprinkle on finished web copy right before hitting publish. After clashing on projects and stepping on each others’ toes, Chris Corak (an SEO) and Rebekah Baggs (a content and UX strategist) found smarter ways to integrate their work and create helpful, relevant web experiences that are search-engine friendly, too.
Dana DiTomaso joins Kristina this week to stray only slightly from the topic of content strategy—this time diving into the world of marketing and measuring content performance. As president and partner at Kick Point, an Edmonton-based digital marketing agency, Dana works with clients to untangle their varied and sometimes disjointed marketing efforts. In this episode, she shares specific tools her team uses to analyze content consumption and build more data-based and customer-centric marketing strategies.