The WordBirds Podcast with Chris Willis

From Tactics to Strategic Influence: How Communicators Can Drive Real Business Impact Oct 31, 2024

Why it matters: Communicators often get stuck in tactical roles, but real value comes from strategic influence. In this episode, Bronagh Hanley, Partner & CCO at Preface Global, shares how she built influence at companies like Netflix and Discovery, and how you can too.

Key takeaways:

Ask "why" to uncover the strategy behind every communication.
Build C-suite relationships by proving the business value of comms.
Learn how one strategic move can shift your entire career.

Go deeper: Listen to Bronagh’s insights on shaping corporate communication into a business-driving force.

Measuring the Impact: Why Internal Comms Needs Hard Data to Thrive Oct 24, 2024

In this episode (part 2 of 2), we talk with Joanna Parsons about the power of measurement in internal communications. Joanna, author of Innovative Internal Communications, explains why many comms teams avoid measurement, how to align goals with business strategy, and practical ways to demonstrate value. We also explore how measuring impact can elevate internal comms from a tactical function to a strategic partner.

Why it matters:
Without clear metrics, internal comms risks being undervalued. Measurement shows leadership the real business impact — from reducing attrition to improving alignment.

The big picture:
Effective measurement connects comms to outcomes that matter: savings, revenue, or employee engagement. It's not just about people listening — it’s about showing how comms moves the business forward.

What’s next:
Learn how to build a measurement framework, communicate value to leadership, and start experimenting with data-driven strategies to strengthen your comms career.

Bridging the Gap: Communicating Across Generational Divides in the Workplace Oct 17, 2024

Chris Willis and guest Michael Franklin, founder and executive director of Speechwriters of Color, dive into the complexities of communicating across a multi-generational workforce and navigating evolving workplace expectations.

Why it matters: Understanding how different generations interact in the workplace is crucial to fostering collaboration, increasing engagement, and driving organizational success.

The big picture: Good communication is universal, but tailoring messages to resonate with diverse audiences—across generational, geographical, and ideological lines—makes the difference between connection and miscommunication.

What’s next: Leaders and communicators must work together to bridge these gaps, ensuring every voice is heard while maintaining cohesion within the workforce.

AI and the Future of Internal Communications: Enhancing Strategy and Influence Oct 10, 2024

Chris Willis and guest Monique Zytnik author of Internal Communication in the Age of Artificial Intelligence, and Chairman of IABC EMEA as they explore the changing landscape of internal communications in an AI-driven world.

Why it matters: Internal communicators are pivotal in aligning communication strategies with organizational goals, fostering engagement, and reducing costs.

AI offers tools to enhance, not replace, human communicators, reinforcing their strategic role.

The big picture: Leadership must champion effective communication to shape company culture.

Strategic internal communications are key in navigating tech-centric environments.

What’s next: Discover practical examples of AI integration and the future of storytelling in leadership.

Monique Zytnik challenges communicators to influence leadership and question the status quo.

Messaging That Matters: How Strategic Communications Drive Brand Success Oct 03, 2024

Chris Willis sits down with Rachel Adam, Head of Brand and Communications at Sonar, to explore the critical role of strategic communications in shaping and amplifying brand identity.

Why it matters: Strategic communications are vital for aligning brand and comms to drive business success.

Effective storytelling can command the narrative and elevate your brand.
Navigating internal and external messaging is crucial for maintaining a cohesive brand identity.

Go deeper: Rachel shares her journey through B2B tech PR and the key lessons she’s learned.

From storytelling to navigating internal and external messaging, Rachel offers invaluable insights.
Learn how to align brand and communications for business success.

What’s next: Tune in to learn how to command the narrative and elevate your brand through effective communication.

The Strategic Path: Becoming a Chief Communication Officer Sep 26, 2024

In this episode of WordBirds, Chris Willis interviews Dave Guarino, Head of Global Communications at Wolters Kluwer.

What it's about: Understanding the journey to a C-suite position in communications provides invaluable lessons for aspiring leaders.

Dave shares his transition from stick-ball fanatic to financial compliance to corporate communications.
Offers practical advice on building a career in communications.

The big picture: Strategic thinking and effective team leadership are crucial for success in corporate communications.

Dave emphasizes the importance of these skills in his roles as CCO.

Yes, and: This episode is a must-listen for anyone aiming for the C-suite or just starting in the field.

Provides valuable insights on what it takes to succeed in corporate communications.

Innovative Internal Communications: A Curious Route Sep 19, 2024

In this episode of WordBirds, Chris Willis interviews Joanna Parson, CEO of The Curious Route and author of Innovative Internal Communications.

Why it matters: Joanna’s journey from a curious thinker to a leading internal communications expert offers valuable insights and practical advice on rethinking internal comms strategies.

Driving the news: Joanna shares key takeaways from her new book and discusses how curiosity can drive innovation and improve communication within any organization.

What’s next: Tune in to explore how these insights can be applied to enhance internal communications in your own organization.
Yes, and: This is part 1 of 2 episodes speaking with Joanna Parsons. Part 2, coming soon, focuses on the measurement of internal comms!

Communicating in a Crisis: Leading with Clarity & Purpose Sep 12, 2024

Navigating crisis communications

In this episode of WordBirds, Chris Willis sits down with communications expert Roberto Munoz (Fannie Mae, HSBC, Tesco) to explore the critical role of crisis communications.

Why it matters: Effective crisis communication can be the difference between maintaining your brand's reputation and losing it. Roberto shares strategies from his experiences with major brands like Tesco and Fannie Mae.

Balancing speed and accuracy during a crisis.
Ensuring your message aligns with your brand's values.

Details: Roberto provides actionable insights to help businesses prepare for and navigate crises.

The importance of having a crisis communication plan.
Tips for staying calm and focused under pressure.

What’s next: Whether you're preparing for a crisis or navigating one, this episode offers valuable strategies to help your business emerge stronger.

Reimagining Communications: From Tactical Function to Strategic Powerhouse Sep 05, 2024

We're back with Season 6! And we're kicking off with Eleanor Hawkins, Axios Communications Strategist and writer of the Communicators newsletter. Eleanor spent years as a communicator in media and politics and now covers the topics and trends that impact how organizations, leaders, and employers communicate.

Listen in to hear Eleanor and Chris dig into the…

Changing role of the communicator over the last few years
Ways technology is changing how communicators work
Insights from her reporting

As well as a sneak peak of upcoming topics you'll hear throughout this season of WordBirds.

Beyond Favors: Tactics for Customer Marketing Dec 19, 2023

In this episode, we're thrilled to have Kristine Englert, Director of Customer Marketing at Mirakl, sharing her wealth of experience in the dynamic realm of marketing. Our host, Chris, dives into Kristine's journey, shedding light on impactful campaigns that transcend marketing channels.

Kristine kicks off by unveiling the secret behind her most successful campaign — a data-driven initiative that became a versatile asset across various marketing facets. Emphasizing the pivotal role of understanding your audience, after all it’s the linchpin between success and failure in marketing.

We discuss the intricacies of marketing with customers rather than just to them. Kristine unfolds the art of showcasing the mutual benefits of collaboration, debunking the notion of customers doing marketers a favor. Drawing from her experiences at Mirakl and Perfecto, Kristine shares anecdotes of both triumphs and learning opportunities, including the strategic blunder of misaligned campaigns and the lessons learned. After all, customer marketing should also benefit the customer too!

Join us as Kristine unravels the tactics behind creating content that resonates beyond marketing, the importance of customer-centricity, and the strategies to forge lasting relationships for mutual growth. This episode promises valuable insights into the evolving landscape of customer marketing strategy and the art of leveraging collaboration for enduring success.

From Web Pages to Prompt Fields: The Future of Digital Content Experiences Dec 12, 2023

We consider the existential future of content on this week’s episode, with Phyllis Davidson — VP, Principal Analyst at Forrester — who doesn’t hold back in her Provocative Statement of the Day. We also cover everything from content experimentation and strategy to the future of the content landscape and role of generative AI, in this insightful interview with a content celebrity!

Primary and derivative content creation takes center stage as Phyllis unravels the success story behind the best content campaign she’s been involved in. Phyllis sheds light on why this model continues to be a game-changer for B2B enterprises, drawing from her rich experience as an analyst. She also advocates for more interactive content experiences to drive greater engagement.

As we venture into the realm of experimentation, Phyllis explains the potential power it could have if companies stopped using experimentation just for content promotion instead of the primary content asset itself. Later in the interview, Phyllis challenges conventional norms, offering a visionary perspective on a future where content as we know it might cease to exist — a real Provocative Statement of the Day (PSOTD)!

Join us as we navigate these thought-provoking topics with Phyllis Davidson, a distinguished expert from Forrester, in an exploration that transcends the boundaries of traditional content discussions.

Synchronizing PR and Marketing: A Blueprint for Newsworthy Messaging Dec 05, 2023

With such a crowded digital marketplace, how can your organization cut through the noise and build relationships with your messaging? Amanda Proscia has the answers in this episode of WordBirds.

This week we dive into the world of public relations (PR) and marketing with the Co-founder of Lightspeed PR/Marketing and bestselling author of PR Confidential: Unlocking the Secrets to Creating a Powerful Public Image, Amanda Proscia. With over 30 years of experience, Amanda shares her wealth of knowledge on the intricate dance between PR and marketing. One key take away is the crucial role PR plays in ensuring consistent and newsworthy messaging — and why PR should always have a seat at the marketing table.

The conversation unfolds into the essence of crafting messages that resonate with your target audience and media outlets. Amanda emphasizes the necessity of creating content that goes beyond mere marketing tactics, underlining the importance of newsworthiness. She introduces her three I's methodology — Innovation, Impact, and Insight — as a guiding framework to evaluate the likelihood of media coverage. This methodology serves as a compass for navigating the complex landscape of storytelling, offering a valuable perspective on how to engage with the news media effectively.

Join us as Amanda Proscia shares her invaluable insights, shedding light on the dynamic interplay between PR and marketing in the ever-evolving realm of public image creation and suggesting new PR strategies that go beyond conventional norms.

Championing Success: Strategies for Unlocking Customer Stories and Advocacy Nov 28, 2023

How can we get customers to share their stories with us? For this conversation, Chris spoke to Christine Bottagaro, Chief Marketing Officer at Alviere.

We delve into the strategies behind unlocking the invaluable narratives of happy customers and how to transform them into compelling case studies and brand advocacy. And here’s a hit, it’s all about working with your customers instead of asking them for favors! There’s an art to enticing customers to share their stories authentically and the significance of weaving these stories into the fabric of your organization.

Christine also explains how content weaves its way through your entire organization — meaning no department, not even accounting, can risk deviating from your messaging. Because ultimately, content reverberates as much internally as it does externally, and consistency fosters a sense of unity and identity. Christine explores the power of internal communication in driving brand perception and understanding across your organization, which means every content touchpoint is another opportunity to connect with both your internal and external audiences.

In her Provocative Statement of the Day, Christine suggests that marketing needs to carry a revenue number, just like sales do. Because a shift towards measurable accountability emphasizes marketing's contribution and is essential for a holistic understanding of its impact. Join us as we explore these key insights, unlocking the secrets to successful customer advocacy, internal communication, and the evolving role of marketing in today's dynamic landscape.

Marketing, Partners, and the Community-First Content Nexus Nov 21, 2023

This week’s guest, Chip Rodgers, Chief Partner Officer at WorkSpan, believes that content is all about community. You have to know your target audience to engage them and build meaningful connections. So how do you create content that cultivates community? Chip has the answers in our interview and educational content has a big role to play — especially in terms of how it can drive conversions.

Chip also draws from his extensive background in marketing to explore the intersection of marketing strategies with partnership initiatives, shedding light on the synergies that help you meet your business goals and drive success. We talk about the challenges, opportunities, and similarities that span across harmonizing marketing and partner strategies.

From creating comprehensive guidebooks to navigating the landscape of paid inbound links, Chip unveils the lessons learned and the strategies that have proven most effective. Join us for a deep dive into the dynamic realm where marketing and partnerships converge.

The Art of Brand Recognition: Consistency in Content Nov 14, 2023

Branding is more than just a logo or a catchy slogan; it's the personality and identity of a company. It's what distinguishes your brand from your competitors and connects you with your target audience.

In today's episode, Julie Kaplan (Senior Vice President, Marketing and Revenue Operations at CareMetx) explains how at the heart of effective branding lies consistent content. Consistent content is critical for brand success and strong brand identity — you have to be more than visually consistent to establish brand recognition with your potential customers.

Julie also suggests that the worst content campaign is the one you don’t do. After all, you can’t learn from inaction and often the best marketing strategies come as a result of trial and error. We also explore Julie’s most successful content marketing campaign and how by providing educational value to your customers you build trust.

So, grab your favorite beverage and let's dive into today's episode and unlock the secrets behind building brand recognition through the magic of consistent content!

The Content Conundrum: Is Long-Form Losing Its Luster? Nov 07, 2023

In today's conversation, we delve into the evolving dynamics between long-form and short-form content, guided by the expertise of our guest, Isabelle Papoulias — SVP Global Marketing at BackBox.

Isabelle sheds light on a fundamental shift in the way today’s consumers engage with content, especially during the era of information overload. The conversation centers on the value, or perhaps the lack thereof, of long-form content. Isabelle's insights and experiences offer a fresh perspective on the never-ending quest to strike a balance between content quantity and quality, a topic that every marketer grapples with.

Isabelle also challenges the concept of the buyer's cycle versus the traditional sales cycle. Isabelle reminds us that as marketers, our primary goal isn’t merely to sell but to empower buyers, making their journey smoother and more informed. The shift from selling to facilitating the buying process is a pivotal change that marketers are embracing.

Finally, we touch upon the PSOTD (Provocative Statement of the Day) shared by Isabelle: "Less is more with sales content" — more on that to come! Stay tuned for a dynamic discussion, offering valuable insights into the world of marketing strategy and the evolving roles of marketers in the digital age.

AI-Driven Content: From Guesswork to Governance Oct 31, 2023

How do we move from guesswork to governance in the AI generated content era? How can we ensure the quality and relevance of content while harnessing the power of AI to scale production?

For this episode, we’re turning the tables on our host, Christopher Willis, who will be the guest and our producer Charlotte Baxter-Read steps in to host (and quiz) Christopher. Be prepared to discuss the ever-evolving landscape of content creation, AI content creation tools, and the pivotal role of governance in shaping the future of high quality content.
Christopher, who holds the unique roles of CMO (Chief Marketing Officer) and CPO (Chief Pipeline Officer) at Acrolinx, shares his insights into the dynamic interplay between AI-driven content and the need for robust governance strategies. And in his “Provocative Statement of the Day” Chris claims that sometimes it doesn't even matter what the content is.

Join us as we explore the challenges and opportunities presented by training generative AI on your own content, balancing automation with human oversight, and crafting content that truly engages your target audience. From spurious correlations to the impact on brand reputation, this episode promises a candid discussion on the critical role of content governance in shaping the future of content creation.

So, without further ado, let's dive into the fascinating world of AI-driven content and the journey from guesswork to governance with Christopher as our guide.

Brand Building: Why Marketing Should Report to Communications Oct 24, 2023

Is it time to rethink the value of press releases? And what if marketing reported to communications instead of the other way around?

In this episode, we delve deep into the intricate world of communications and marketing strategy. Our guest, Nikki Festa O’Brien — President of the brand marketing and PR agency Greenough — challenges conventional thinking and offers a fresh perspective on corporate hierarchy.

Nikki argues that, rather than marketing being at the forefront of corporate strategy, communications should take the lead. Her reasoning is rooted in the pivotal role that communications play in shaping the messaging, ensuring consistency, and managing the company's image during critical moments, such as crises, product launches, or executive transitions.

This episode not only challenges established norms but also highlights the necessity of harmonious collaboration between these two essential functions. So, join us as we contemplate the future of corporate leadership and strategy in the quest for a strong brand identity.

Beyond Gating Content: The Thought Leadership Approach to Demand Gen Oct 17, 2023

In the ever-evolving landscape of B2B marketing, we want to know: Is the primary goal of content marketing to generate leads and conversions, or does it encompass a more profound awareness mission?

We dive into this topic with Flora Felisberto, Senior Director, Global Growth Marketing & Operations at OutSystems, someone who’s not afraid to challenge the status quo. Flora believes thought leadership should take center stage in the realm of content marketing. We explore one of Flora’ successful thought leadership campaigns that served as a conversation and lead catalyst and why great thought leadership content is an authentic path to revenue.

Flora also explores the concept of the "dark funnel," a realm of marketing often shrouded in mystery. Discover how thought leadership is the key to unlocking its secrets, reaching your target audience, and ultimately driving success in the ever-competitive B2B SaaS industry. And also why just relying on gated content in demand generation campaigns leads to a poor quality pipeline.

Buckle up as we embark on a journey that challenges the very essence of a content marketing strategy, urging us to shift our focus from gated content lead generation to the impactful realm of thought leadership.

Why 'Good Enough' Might Be Your Best Marketing Strategy Oct 10, 2023

Are you asking the right questions to find out the reasons why you’re creating a piece of content? And once you’ve created that piece of content, is good enough good enough?

In this captivating interview, we delve into the world of marketing and content creation with Gabi Zijderveld, Chief Marketing Officer at Smart Eye. Gabi shares her insights on two essential marketing tactics: the power of adaptation and the embrace of imperfection.

The interview kicks off with Gabi recounting an extraordinary experience she led—a virtual book launch and tour during the challenging times of the COVID-19 pandemic. Gabi faced the daunting task of pivoting from traditional in-person events to a virtual platform. She explains how they not only successfully adapted to the new circumstances but also exceeded their own expectations, reaching a global audience in unprecedented ways.

Gabi also advocates for a refreshing concept—'good enough' content. She challenges the common pursuit of perfection and argues that, in many cases, striving for 100% perfection can hinder progress and waste valuable time. Instead, Gabi suggests that marketers should focus on creating content that meets the target market's needs and serves its intended purpose.

Join us as we unravel tales of innovation, resilience, and the pursuit of excellence in marketing, guided by Gabi's valuable experiences. Discover how the art of adaptation and the acceptance of imperfection can lead to marketing success in today's dynamic landscape.

Maximizing Your Reach: How To Get People To Share Your Content Oct 03, 2023

What leads people to sharing your content? Rainer Gawlick has the answers in this episode.

Is there a formula for content virality? Shareable content has to be valuable for your target audience — regardless of the type of content. A piece of content that’s actionable and informative is easy to share because it helps people achieve their goals or solve a problem. This also means no gimmicks: just focus on creating good content.

With Rainer’s wealth of experience (he’s currently a board member at seven different companies!) we talk about how useful content cuts through the noise and what the future holds for the BDR role.

It’s time to get more people to share your content! Tune in to find out how.

The Continuum of Content Strategy and the Impact of Generative AI Sep 26, 2023

This week Chris interviews the Chief Marketing Officer at Caf, Vanita Pandey. We'll uncover the secrets to successful content campaigns, dissect the pitfalls of content that misses the mark, and explore the ever-evolving role of generative AI in content creation.

Vanita shares her valuable perspective on the nuances of content strategy, offering a unique viewpoint on how to adapt and thrive in a content-driven world. From her thoughts on leveraging data-driven insights to create high-converting content to her take on the true impact of generative AI, Vanita challenges conventional wisdom and offers a fresh perspective on the future of content marketing.

So, whether you're a content marketer looking for innovative strategies or simply curious about the ever-changing world of content creation, this episode is sure to provide you with valuable insights.

Why You Should Invest in Content Marketing Sep 19, 2023

Welcome to a new season of the WordBirds Podcast: Friends of the Bird! For our first episode Gideon (Gidi) Pridor joins Chris to chat about why investing in content marketing is a must for business success.

Gidi is the Chief Marketing Officer at Workvivo (a Zoom company) and an expert in all things related to content marketing strategy. Gidi shares insight and tips for how to grow your brand awareness through content, how AI will impact marketing budgets, the benefits of content marketing for turning potential customers into brand advocates, and how to create high quality content.

Are you ready to improve your marketing campaigns, build brand loyalty, and start creating content that truly resonates with your target audience? Tune in!

Rolling Out Brand Voice Guidelines at HubSpot With the BethBot Jul 25, 2023

Beth Dunn, Head of Product Content at Practice Better and Founder of Product Content Advisors, joins us this week to discuss why brand voice can’t just sit with marketing.

A strong consistent brand voice is what makes some companies stand out from the crowd. If you have a strong brand identity that’s present at every content touchpoint, from social media posts to customer service documentation, you build a relationship with your target audience.

The challenge isn’t necessarily defining and creating your brand voice, but actually governing it across an organization. Beth overcame this challenge with the invention of the BethBot — an application that helps team members consistently use their brand’s tone in writing. You can learn all about how Beth created the BethBot at HubSpot in this week’s episode.

And are shorter words always better? Beth doesn’t think so. Find out why you shouldn't sacrifice clarity for the sake of brevity in our “Provocative Statement of the Day” segment. Tune in below!

How Paychex Rebuilt Their Website Jul 18, 2023

For this week’s episode we explore how to rebuild a website, the role of generative AI, and what MarTech stack a successful organization needs with Brian Nizinsky from Paychex.

The website redesign process can be a long and complicated one. But support from the relevant stakeholders and customer journey data makes it a much more manageable task according to Brian. Better yet, once you get a handle on how website visitors use your site, you’re equipped to make better decisions about the redesigning of your website.

Regardless of the company you work for, every organization needs a strong marketing technology stack. Brian talks about the MarTech tools that Paychex relies on to deliver everything from email marketing campaigns to data collection through Google Analytics.

We also discuss the question: What really is content? Is it everything that makes up a marketing campaign or is it everything that supports your product or service? As Chris and Brian look to define what content really is at an enterprise, inevitably the role of AI generated content creation has to be explored.

This is one jam-packed conversation about a variety of marketing strategies that you don’t want to miss. Tune in below!

The Role of Generative AI and Content Governance in Marketing Unity Jul 11, 2023

This week we have a very exciting episode, featuring not one, but two Vice Presidents from Acrolinx! Mariana Just and Cynthia Spiers are here to talk about why enterprises need to focus on marketing harmony across teams.

How aligned is your marketing department? Content teams and demand generation teams need to be talking to each other. And it has to be more than a content strategy update or sharing the company style guide. At Acrolinx, we believe in marketing unity. Why? Because it drives results.

And with the dawn of generative AI models it’s never been more important to be an aligned marketing organization. Generative AI can generate text and help with publishing content quicker. But without high-quality training data, fine-tuning foundational models, and established editorial guidelines it can pose a major risk.

When it comes to managing content, content governance has never been more important. It’s time to sit back and get some insight from the flock!

Pain Points Over Personas and B2B Community Building at Sales Hacker Jul 04, 2023

It’s time to focus on pain points first.

Stop getting hung up on the nuances of your personas and focus on the problems you’re solving for them. Marciela Ross, Head of Content, Sales Hacker at Outreach, believes that content needs to address pain points in order for it to be effective and engage a community.

As a part of Outreach, Sales Hacker has become a vital online community platform for salespeople to discuss their day-to-day challenges and share advice. With extensive experience in community building, Marciela shares her top tips for how to build brand awareness, all while helping community members overcome their challenges. This includes discussing with your product or service developers about how they identify customer pain points and the types of customer pain points.

Learn how to prioritize pain points, build a community, and get some insight from the flock in the episode below.

Ableism in Language: Why Enterprises Need to Prioritize Inclusivity Jun 27, 2023

Does your content really speak to everyone?

With one billion people with disabilities, they make up the largest minority in the world. But when it comes to enterprise events, often they’re reduced to a single check box which does take into account the diversity of disabled people.

Disability activist and co-founder of Access2Funding CIC, Celia Hensman, explores how ableism is rife in our everyday language and how we can overcome ableism through education. Celia also shares tips on how enterprises can become more inclusive, both in terms of their language and their actions.

It’s time to get some insight from the flock on a very important topic.

Creating A Balanced Content Marketing Strategy at Fiserv Jun 20, 2023

After the pandemic, a lot of organizations had to rethink their content marketing strategy. With in person events out of the question, a thought leadership strategy built on quality content became a must.

Vice President of Content Strategy Wade Coleman, describes how at Fiserv they pivoted to a balanced content marketing strategy to capture the attention of their target audience. Part of that involved the creation of “invisible” content. What does Wade mean by that? You’ll have to tune in to find out.

Wade also explains why there’s a lot to be excited about when it comes to generative AI and content creation. Let’s sit back and get some insight from the flock.

How Okta Measures Content Success and Why Okta Uses TikTok Jun 13, 2023

Everyone has business goals tied to enterprise content. So how do you get a handle on your content marketing success?

Yes, you can track social shares, conversion rates, organic traffic, or any other key performance indicators (KPIs). But that doesn’t show how one piece of content has been used and repurposed across multiple channels.

We tackle this and more with Katie Ryan O’Connor, VP of Content at Okta, on this week’s episode. We also dive into the role of TikTok for B2B brand awareness. TikTok can enhance your content marketing efforts, but can be tricky to navigate for B2B companies. Katie shares some tips for how you can maximize your TikTok success.

Tune in now to start measuring content performance through the lens of the assets themselves, as opposed to Google Analytics.

Content Marketing and Storytelling: How Salesforce Makes Content Magic Jun 06, 2023

How can you capture a reader’s attention? What motivates them to keep reading down a page? Better yet, how can we achieve that across our content marketing efforts?

Storytelling in content.

Scott Nyberg, Content Marketing Manager and Senior Writer at Salesforce, believes you should always introduce the problem in the lead and never stop innovating. After all, any good marketing messaging is based on storytelling.

Pain points and their solutions should be at the heart of brand storytelling and every content marketing strategy. It’s always better to help your target audience solve their problem instead of just focusing on your products or services.

Let’s talk about the art of storytelling, how doing your research shows when it comes to innovation, and why it’s important not to be boring.

There’s no way you can listen to this conversation without becoming a better storyteller. Tune in below!

How HPE Is Revolutionizing Customer Experience With Content May 30, 2023

Hewlett Packard Enterprise (HPE) is changing the customer experience game with their Customer Innovation Centers.

Fancy exploring the International Space Station (ISS) or working in the pit lane during a Formula One (F1) race? Anything is possible with HPE’s virtual reality (VR) experiences for their customers. HPE understands that the best way to show their product capabilities is to let their customers experience them in action.

For this week’s episode, we chatted with Content Experiences Manager for HPE Customer Innovation Centers, Michael L. Cooper. Hear about the content that fuels HPE’s Customer Innovation Centers and how HPE is revolutionizing customer experience. This is a fun episode that you don’t want to miss.

Tune in below to take your content to the next level and use it to drive amazing experiences.

How Brewdog Uses Content and Voice To Stand Out From the Crowd, With Richard Innes May 23, 2023

For the first episode of season three, we’re joined by Richard Innes — Head of Content at Brewdog.

In this episode, we cover everything from Brewdog’s famously witty and acerbic tone of voice to some of Brewdog’s most successful content campaigns. Richard also discusses how his background in journalism has influenced how he's approached content creation at Brewdog. We won’t spoil anything for you, but be prepared to get inspired.

Tune in to find out how Brewdog uses content to make it one of the most exciting and provocative brands in the world.
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How to Build a More Findable Website, with Mordy Oberstein Apr 17, 2023

Are you tired of your website being hard to find? We live in a world where it's easier than ever to get lost in the crowd. That's why we want to help you stand out, so you can find your place in the crowd and start making an impact. And you know what? It's not just about the design. It's about the whole strategy behind your online presence! In this episode, Mordy Oberstein, Head of SEO Branding at Wix, will show you how to build a more findable website. And don't worry—one that will help people find your business and keep them coming back for more! Tune in now!

Love the show? Subscribe, rate, review & share! https://www.acrolinx.com/wordbirds

How to Use Content to Tackle Your Competitors, with Melissa Rosenthal Apr 11, 2023

If you're looking for tips on how to outsmart your competition, you've come to the right place. According to Content Marketing Institute, "Content marketing is the most powerful way to build brand awareness and drive traffic." And it's not just about creating content that gets shared on social media—it's about making sure that the content you create is relevant and useful for your audience! In this episode, Melissa Rosenthal, award winning marketing executive and the Chief Creative Officer at ClickUp, shares how content can be utilized to strengthen your branding, tackle your competitors, and get you to stay ahead of the curve. Tune in now and learn what it takes to outmaneuver your competitors and take that extra step in the right direction!

Love the show? Subscribe, rate, review & share! https://www.acrolinx.com/wordbirds

Don’t Just Create Content, Rethink How You Deliver Information to Make it Valuable, with Scott Abel Apr 04, 2023

Your content is the most valuable thing you can offer to your customers, so you need to make it as accessible as you can. Stop dividing your content into different silos. Just have one source for all your content. Also, don't be afraid to innovate and try something new. No one says that it's the law to make everything on PDFs. Rethink the way you deliver your information. Join Chris Willis as he talks with Content "The Content Wrangler," Scott Abel about how you can deliver your content in the best way possible. Learn how to not confuse your customer when giving content and how you can break off from the status quo.

Love the show? Subscribe, rate, review & share! https://www.acrolinx.com/wordbirds

Bonus Episode: The Future of Enterprise Content in the Era of AI Mar 30, 2023

Justin Stephens and Paul Bongers join Chris to discuss generative AI and its role in the future of enterprise content. Want to learn where the secret and not-so-secret risk lives? Don't miss out on this time-sensitive bonus episode!

Love the show? Subscribe, rate, review & share! https://www.acrolinx.com/wordbirds

How to Actually Track Content Performance, with Lisa Spinelli Mar 28, 2023

How do you track the performance of your content? How do you know what types of content people are sharing and what aren’t being shared? What kind of strategies should you be using to maximize content performance? These are all the questions that will be answered in today’s episode. Join Chris Willis as he talks with the director of content strategy at Degreed, Lisa Spinelli. Learn how Degreed tracks their content performance and some of the strategies they use. Understand all the aspects of your content funnel today.

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How Technical Documentation Helps You Build a Successful Business, with Michael Khmelnitsky Mar 21, 2023

Technical documentation is arguably at the very heart of every successful business. Unfortunately, it is an area that is often overlooked and misunderstood. Here to share with us its importance is the Principal Technical Content Developer at Qumulo, Michael Khmelnitsky. He joins Chris Willis to shed light on why documentation is the beating heart of the company and how you can better develop them to help customers understand your products and business. Michael then lets us in on how they are building a consolidated content portal, the difference between usability and usefulness, and where marketing communicates differently from technical documentation. This conversation has so many nuggets on creating various content for your business, ones that drive impact, growth, and success. So don’t miss out!

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Reinventing the College Experience Through Content, With Kyle Martin Mar 14, 2023

We are in a data-driven world where every content imaginable bombards and informs us. The challenge now is to navigate through the noise, producing content that people would want to see. For this episode’s guest, it is through storytelling that one can differentiate itself. Kyle Martin, the Director of Content Development at the University of Central Florida, sits down opposite Chris Willis to share with us how they have done this while reinventing the college experience. He also takes us across his career journey, from working with nonprofit content to eventually landing his role at the University of Central Florida. Find out how they rise above the competition and create content that gets the end results for the audience. Follow along to this insightful conversation to learn more!

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The Journey From Content Writer to Content Strategist, with Sheri McLeish Mar 07, 2023

What do we mean when we talk about content strategy, and how does this impact your business? In this episode, Chris Willis chats with Sheri McLeish, the Director of Content Strategy at MERGE. A content strategist since long before they were called content strategists, Sheri McLeish helps clients understand how to effectively manage content across people, processes and technologies to deliver on business goals. Today, Sheri talks about impact and moving content out to the end user, thinking beyond business value to where it can affect lives. She also discusses what’s necessary for somebody coming up from a writing or editorial role to move into a content strategy role. Content as an industry is continually evolving. Tune in to this episode to learn about how to elevate your content from a strategic lens.

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The Power of Content Reuse, with the Founder of DITA Michael Iantosca Feb 28, 2023

Content is the future, but what is the future of content? In this episode, Chris Willis sits down with content futurist Michael Iantosca to share his insights on what’s cooking in the space, delving into how you can leverage the power of content reuse. Michael is the Senior Director of Content Platforms at Avalara and the Founder of DITA, the open-source publishing engine for content authored in the Darwin Information Typing Architecture. He shares why finding common terminology is key for a strong foundation and gets into the benefits of moving to a more non-book-oriented, component-oriented, extensible model. Catch more valuable insights by tuning in to this episode.

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Why Content is Always Part of the Solution and How to Prove its Value, with Katya Allison Feb 21, 2023

Content is always part of the solution because if you’ve got a question, content gives you the answer. This is the principle that today’s guest lives by in her career in the influencer marketing space. Katya Allison is the Director of Community at a company called GRIN, a SaaS company that leads the creator management space. In this conversation, Katya leads us to a more expansive explanation of what content really is and how it drives your business, not only in many ways, but in virtually every aspect. She also tells us about GRIN and why she has always loved it, first as a customer, and now as part of its leadership team. Tune in for more!

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The Future of AI-Generated Content, with Ryan Sargent Feb 14, 2023

Nowadays, almost every aspect of our virtual experience is pivoting towards AI technology. In this episode, we explore this topic in terms of content creation. Host Chris Willis chats with Ryan Sargent to discuss AI-generated content in terms of how it's going and where it's going. Ryan is the Director of Content Marketing at Verblio, a multimedia content creation platform that powers modern content marketers and SEO agencies. The two talk about automation and machine learning and how they can help businesses create content. They also explore how every piece of content and every touchpoint is critical when considering the complexity of the customer journey. Ryan also emphasizes the importance of process and how leaders can implement it in their own teams. Tune in for more valuable takeaways and tips to elevate how you create content for your business.

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How to Attribute Content Value, with Sam Chapman Feb 06, 2023

Content is king. But what does that really mean? How can you tell if a piece of content is valuable? What makes a piece of content valuable, and how do you measure its value? In this episode, Samuel Chapman will show you how to attribute the value a piece of content has for your company. As a creative content strategist and communications professional, Samuel will share with us today how to measure the value of your own content. Tune in now and know when it's time to invest in new pieces of content—and when it's time to put that money towards something else.

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The Key to Learning and Development Content Consumption, with Jackie Wolf Jan 31, 2023

Learning and development are vital to the employee experience and the growth of any organization. One critical aspect we’re shedding light on for today’s episode is content consumption. Are you actually creating content that’s being digested and retained by employees? How do you know that the materials you're creating are effective? Joining Chris Willis to discuss this topic in depth is Jackie Wolf. Jackie is a Learning & Development professional currently working as the L&D Content Developer at Medix. In this episode, she shares the importance of understanding how learners consume information and how to apply it in the workplace. Jackie also shares how to create content and the different types of resources you might want to develop for optimal employee learning. Get value from today’s show by tuning in.

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How to Create, Manage, and Measure Enterprise Tone of Voice, with Mischa Vaughn Jan 24, 2023

One thing that many businesses often lose sight of is the importance of creating a corporate voice – a brand voice that the company is going to be known for. As a brand, you want to have a specific sound that attracts your target audience. Mischa Vaughn joins us on this episode to describe the process of creating, managing and measuring this enterprise tone of voice. Mischa is a content director who has worked with companies like TED, Twitter, Upworthy, and others. He currently works as Content Director at Webflow. This depth and breadth of experience that Mischa has makes him an exceptional resource on the process of creating a brand-specific voice in content creation. Join in as he takes us through the nuts and bolts of that process as it happens in these massive companies and pick up some lessons that will help you do the same in yours.

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The Importance of Simple Content and How to Be a Better Storyteller, with Monique Hayward Jan 17, 2023

Simplicity drives value in content creation. There is no point in making your content overly complicated, especially if you’re talking about things that are already complicated. Everything is geared towards making your audience truly understand the value you are offering and appreciate it so much for them to take action. And there is no better way to do this than to tell a story that resonates with the people you want to reach with your message. After all, great storytelling drives great business results. In this episode of Word Birds, Monique Hayward, Senior Director and Ecosystem Lead for Business Applications Marketing at Microsoft, explains the importance of simplicity and storytelling in content creation. She also talks about how partner content really drives the partner channel. Tune in for more!

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If You Don't Care About Content, You Don't Care About Your Customers, with Robyn Collinge Jan 10, 2023

Content creation directly reflects what your company stands for and believes in. For Robyn Collinge, those who don’t care about their words probably don’t care about their customers. In this conversation with Chris Willis, she talks about her remarkable work in WeTransfer. She looks back on being the company’s first copywriter, how they gauge audience engagement through the materials they produce, and how they inspire people one content at a time.

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Speech Recognition Technology and UX: How Consistent Content Powers Both at Riot Games, with Cheryl Platz Jan 03, 2023

Games like Disney Friends are changing how people communicate and relate to video game characters. You can now tell Disney favorites like Stitch that you love him. Today’s guest helped develop Disney Friends and is the Director of User Experience at Riot Games. Join Cheryl Platz as she discusses speech recognition technology in the video game industry. Cheryl also talks about what it’s like to work in Riot Games and how everything has to be consistent now that they have more games. You can also learn about these latest game techs from her book, Design Beyond Devices: Creating Multimodal, Cross-Device Experiences. Discover the future of the video game industry today!

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Creating Content Your Audience Loves to Read at Constant Contact, with Dave Charest Dec 13, 2022

Sure, your company is creating content but is your content valuable and attractive to your audience? Is it leading and influencing them towards action? How are you differentiating content marketing in your strategy to work with and optimize other marketing programs? Dave Charest, Director of Small Business Success at Constant Contact, is joining us today to answer these crucial questions. He shares actionable advice and insights to guide your business in its content creation strategy. Dave especially highlights the importance of understanding your audience and learning how to focus on a specific target, and generalizing what works. There’s much to learn in this episode so tune in to get valuable tips that will help boost your business.

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How Enterprise Content Harmony Drives Better Business Results, with Colleen Jones Dec 06, 2022

Your content is tied to your brand, so that makes content harmony extremely important. One misspelling, offensive remark, or sarcastic comment can hurt your brand. That is why it is very important that your content is checked and evaluated so that your business revenue can grow. Join Chris Willis as he talks to the founder of Content Science, Colleen Jones about the importance of content harmony across your brand. Discover what Content Science does and how they optimize other people’s content for the better. Understand what values play a part in finding out whether your content is good or not good enough. Start optimizing your content today!

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Technical Content Creation at Microsoft, with Josh Duffney Nov 29, 2022

No matter where we are, our passions will manage to find us. Josh Duffney’s love of words and writing took him from his role as a software engineer to technical content creation at Microsoft. In this episode, he joins Chris Willis to share with us that evolution and how he is now working in a hybrid role between engineering and writing. Josh shares the value of feedback in his writing process and what he sees in the creation of impactful content. Follow Josh in this conversation and dive into the world of technical writing!

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How to Develop Content that Builds Trust and is Based on Audience Need, and Why Words Matter, with Rebecca Gillett Nov 22, 2022

Your content should be made with a "not for us, without us" mindset. Instead, it should align with what your audience is looking for and need. If you want to build that trust, you need content that can give value. Join Chris Willis as he talks to licensed occupational therapist, Director of Content Strategy & Planning at the Arthritis Foundation, and host of the Live Yes! With Arthritis Podcast, Rebecca Gillett. Discover how Rebecca creates content for the arthritis community with them in mind. Find out how you can build trust by doing evidence-based research. And know why you have to be inclusive in all of your content. Start creating content that your audience needs today!

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Ecommerce And Content: The Link That Powers Product Sales, With Bryce Widelitz Nov 15, 2022

If you’re a product manufacturer, you need to read on. In this episode of Word Birds, we are joined by Bryce Widelitz, Vice President of Publisher Innovation at impact.com, who shares with us his ideas on content-driven ecommerce. Bryce tells us about his role at impact.com, which is to provide publishers with the tools and insights to help them monetize their websites better. He specifically talks about affiliate partnerships between publishers and product manufacturers to boost the latter’s visibility, brand recognition, and sales. It’s a lot more than what you would typically think of as affiliate marketing. Bryce tells us how they’re creating a platform where parties can diversify their partnerships in very interesting ways. Whether you’re a product manufacturer or a publisher, you will get a lot of value from this episode. Tune in!

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How GoFundMe Became a Household Name with its Content, with Brittany Cabriales Nov 08, 2022

If people are given a chance to support a noble cause, they will most likely respond positively and without delay. Such a collective response is evident in GoFundMe campaigns, especially since they come with engaging content that targets emotions. Chris Wills chats with Brittany Cabriales to share content creation strategies that skyrocketed their GoFundMe following. She explains their RISE method, the secrets to intellectually stimulating storytelling, and the right way to integrate inclusive language. Brittany also shares what she wishes her CEO knows about her job and the most memorable projects they have done.

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The State of Content Creation: How to Create and Optimize "Good Content", with Robert Rose Nov 01, 2022

More and more businesses are diving into content creation, but are they optimizing this marketing channel? What is “good content,” and how do you create it? Here to enlighten us on the topic is content royalty Robert Rose, CEO and Chief Strategy Officer for The Content Advisory. As one of the world’s most recognized experts in content strategy, digital media, and marketing, Robert innovates creative and technical strategies for a wide range of clients. In this episode, Robert discusses the definition of good in content creation as well as the process and framework under which it drives content in the business. He also talks about what businesses need to do to take content to the level it should be to maximize its contribution to your growth. Take notes as Robert showers us with industry knowledge and expertise with helpful tips to boost your business.

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A Closer Look at the New UK Consumer Duty and How it Impacts Your Business Content, with Anne Godbold from Accenture Nov 01, 2022

The UK's Financial Conduct Authority has crafted a brand new regulation called Consumer Duty. This aims to improve communications among financial services companies to address banking scandals and irregularities in recent years. Chris Willis sits down with Anne Godbold, a non-financial risk specialist at Accenture, to discuss how this regulation will change the entire marketplace. She explains how businesses can and must adhere to Consumer Duty while providing better services to clients and achieving higher employee retention. Anne also discusses how other countries can adopt this regulation and the dangers of running a company that leverages lack of clarity.

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The Secret to Content Success at Wayfair, with Megan Nixon Oct 25, 2022

The secret to content success at Wayfair is an ingenious content governance program built on a solid content audit system. Megan Nixon is very tied to content governance inside Wayfair as its Senior Content Strategy Manager for Content Operations & Governance. In this episode, she shares what content governance means to her and how it plays out in practice in a large organization like Wayfair. She also talks about the content audit process, how it should be carried out, and why it is essential to content governance. If you have an idea of the sheer volume of content Megan deals with in the day-to-day, you would appreciate the true value of the governance program she describes in this interview. Join in and learn how you can possibly apply this mechanism in your organization’s own content marketing strategy!

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