Content Strategy Insights

Modern content systems are complex and abstract, presenting problems for managers who want to understand how their content is performing. At Autogram, Jeff Eaton and Karen McGrane have developed a content observability framework to address this complexity.  Their framework evaluates the composition, quality, health, and effectiveness of content programs to help enterprises measure the return on their content investment. https://ellessmedia.com/csi/jeff-eaton-2/

Jeffrey A. "jam" McGuire, a Partner at Open Strategy Partners, dives into the fascinating world of B2B technology marketing. He shares insights on the 'value map' framework designed to streamline product content for complex business scenarios. McGuire discusses simplifying technical messaging for diverse audiences and how personas can enhance marketing effectiveness. He emphasizes the role of storytelling in content strategy while advocating for collaborative efforts to craft compelling, empathetic technical content that resonates with both business and tech users.

Experience design for readers of online content gets a lot of attention. The authors who create the content and get it ready for publication aren't as well served. In his new book, Designing Content Authoring Experiences, Greg Dunlap addresses this situation, showing content-system creators how to design better interfaces, streamline workflows, and otherwise improve the lives of content authors and managers. https://ellessmedia.com/csi/greg-dunlap-2/

Sarah Johnson, the Principal and founder of Content First Design, shares her insights on the vital role of content in digital product development. She emphasizes how a content-first approach can enhance user experience and engage stakeholders effectively. Sarah discusses the emotional complexities of financial transactions and how innovative design thinking can reshape e-commerce. She also highlights the importance of active listening and community engagement in developing successful content strategies, drawing from real-world examples to illustrate her points.

Both UX and content professionals routinely find themselves on teams where they are the sole practitioner of their craft. Leah Buley and Joe Natoli recently revised "The UX Team of One" to share their pragmatic take on solo UX practice, deftly balancing the application of human-centered research insights with the need to show the business value of UX work. https://ellessmedia.com/csi/ux-team-of-one/

Rob Punselie, Principal at Content Kings, brings over 25 years of experience in content discovery and customer experience strategies. He dives deep into the 'Jobs to Be Done' framework, emphasizing its importance for creating effective content. Rob discusses how a customer-centric approach can enhance decision-making, particularly in medical contexts. He also critiques traditional customer journey mapping and advocates for understanding user needs beyond sales, revealing that aligning content strategy with genuine user problems leads to more ethical and impactful outcomes.

Storytelling is the oldest content practice. Alan Porter helps enterprises and content practitioners improve their story craft.  Alan shows how better stories both convey the unique benefits of a business to their customers and improve cross-functional communication within organizations. https://ellessmedia.com/csi/alan-porter/

Joe Gollner, Managing Director at Gnostics Research and an expert in content strategy, shares his extensive knowledge on the evolution of 'content'. He introduces a seven-layer definition that captures its complexity, highlighting the distinctions between content and information. Gollner discusses how AI-enabled text analytics and headless systems impact content management. He emphasizes content's role as an organizational asset and the challenges professionals face in aligning diverse stakeholder perspectives, offering insights into effective governance and content structure.

Localizing digital product content is challenging on its own. When you add the need to communicate about sensitive financial topics to very specific audiences, the complexity of the work quickly grows. Stephanie Pereira is a content design manager working on the Google Payments product. She deftly balances a range of internal compliance and design concerns with the very specific hyper-localization needs of her audience.  (We had an internet connection issue around 28:00 - apologies for the break in continuity.) https://ellessmedia.com/csi/stephanie-pereira/

Colleen Jones, President of Content Science and author of "The Content Advantage," explores the intersection of AI and content strategy. She discusses how organizational maturity affects the successful implementation of AI, stressing the need for intelligent content to thrive. The conversation highlights the role of AI in optimizing content operations while maintaining human creativity. Colleen also emphasizes the transformative potential of AI amid digital disruption, urging content professionals to adapt and evolve their skills for this new landscape.