The Content Strategy Podcast
31 // Rob Mills, GatherContent // Content Operations

31 // Rob Mills, GatherContent // Content Operations

December 4, 2019

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).

30 // Beth Dunn, HubSpot // UX Writing and Full-Stack Content Design at HubSpot

30 // Beth Dunn, HubSpot // UX Writing and Full-Stack Content Design at HubSpot

November 14, 2019

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.

29 // Bram Wessel, Factor // User-Centered Enterprise IA

29 // Bram Wessel, Factor // User-Centered Enterprise IA

October 29, 2019

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.

28 // Abby Covert, Etsy // How to Make Sense of Any Mess

28 // Abby Covert, Etsy // How to Make Sense of Any Mess

October 17, 2019

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.

27 // Ryan Skinner, Forrester // How to Treat Content as a Business Asset

27 // Ryan Skinner, Forrester // How to Treat Content as a Business Asset

September 24, 2019

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.)

26 // Christine Polewarczyk, SiriusDecisions // Enterprise Content Strategy and Operations

26 // Christine Polewarczyk, SiriusDecisions // Enterprise Content Strategy and Operations

September 3, 2019

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.)

25 // Rebekah Baggs and Chris Corak, Onward // Integrating Content Strategy and SEO

25 // Rebekah Baggs and Chris Corak, Onward // Integrating Content Strategy and SEO

August 14, 2019

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.

24 // Dana DiTomaso, Kick Point // Marketing and Measuring Content

24 // Dana DiTomaso, Kick Point // Marketing and Measuring Content

August 1, 2019

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.

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.