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The WordBirds Podcast with Chris Willis — Business
The WordBirds Podcast with Chris Willis

Words build relationships, ignite interests, and power epic journeys in the business world.

Why it matters: Effective communication is like the secret sauce for strengthening brands, reinforcing viewpoints, and generating revenue. It’s about savoring quality and making an impact with every word.

Words are the magical glue between your business and your customers, capturing interest and driving action.

Great communication opens doors to opportunities and builds stronger connections.

The big picture: Tune into each episode of WordBirds podcast where we shine a light on the power of impactful messaging, featuring executives, experts, and thought leaders.

Discover the art of personalization and the need for standout, engaging messaging.

Learn how to sprinkle some magic into your communication, engaging employees and attracting loyal customers.

What’s next: This season, we’re taking a deep dive into corporate communications with insights from CCOs and communication leaders.

Get the lowdown on strategies to elevate communications and position pros as strategic partners.

Host Chris Willis, Axios HQ’s Chief Marketing Officer, and his guests share valuable tips on reigniting your impact with fun, actionable discussions.

Copyright: © 2024 WordBirds

Latest Episodes:

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

Show notes

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

Show notes

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

Show notes

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

Show notes

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

Show notes

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

Show notes

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

Show notes

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

Show notes

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

Show notes

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

Show notes

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!

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