WordBirds

Oscar Trimboli – best-selling author, award-winning podcast host, and workplace listening expert is on the show! 1 big thing: Most of us listen poorly and that has a surprising impact on leadership, meetings, and productivity.Why It Matters: Better listening means more effective communication, shorter meetings, and stronger organizational alignment.Simple, research-backed strategies to shift from hearing words to understanding true meaning.Tune in to start transforming how you lead and communicate—because effective listening is the ultimate competitive edge.

1 big topic: We're exploring the nuanced difference between proactive planning and reactive responses. In a world where every comms moment counts, understanding when to lead the narrative, and when to pivot, is crucial.Jennifer Kaplan, CEO of Evolve PR and Marketing, shares her 25+ years of expertise on turning potential PR disasters into brand victories.What to expect: Real-Life Examples: From pre-launch buzz for museum exhibits to crisis pivots that save reputations, Jennifer breaks down how proactive planning drives results.Actionable Advice: Get practical steps for building a comprehensive communications strategy. Learn how to forecast challenges, craft timely messaging, and maintain authenticity even when the unexpected happens.The Balancing Act: Discover why a touch of spontaneity can be as effective as a pre-scripted planand how to balance genuine voice with structured messaging.Key Takeaway: In today's real-time media environment, owning your narrative before it owns you isn't just smart. It's essential.Tune in now for a candid, no-holds-barred conversation that challenges conventional PR wisdom and empowers you to control your brand's story from the get-go.

Trust in media, institutions, and corporate comms is eroding. Neil Brown, president of Poynter Institute and founder of PolitiFact, knows why—and how to fix it.

Why it matters: Communication is broken. Messages are too long, unclear, and ignored. Smart Brevity is the fix. And Axios HQ's Emily Inverso is here to talk about it. The big picture: Smart Brevity isn't just a writing style—it's a movement reshaping how professionals, executives, and businesses communicate. With over 250,000 copies of the book in circulation and thousands of companies adopting the methodology, it's proving that less is more.What's next:How Smart Brevity started—and why it worksThe biggest mistakes communicators make (and how to fix them)Why AI won't replace Smart Brevity, but can enhance itWhat the future holds for concise, impactful communication

Why it matters:Internal communicators often feel like they're working alone—overwhelmed and under-resourced. But the truth? You're surrounded by potential contributors who can help extend your reach and impact.What's happening:In this episode, Chris Willis talks with Thereasa Roy, Director of Product and Content Marketing at OffSec, about how internal comms teams can:Activate leaders and department heads to contribute meaningful content.Transition from content creators to strategic editors-in-chief.Build stronger collaboration across departments to enhance alignment.The bottom line:Internal communications is a team sport. Learn how to mobilize your organization's leaders and unlock hidden resources to drive better engagement and business outcomes.Listen now and discover how to extend your internal comms team—without adding headcount.

Why it matters: Communications professionals are struggling to keep their seats at the table in a challenging job market. Becca Chambers, a comms exec with a flair for straight talk, joins WordBirds to explore why comms teams are being cut and how they can shift from "cost center" to "business driver."Key takeaways:Post-pandemic priorities have deprioritized brand and engagement efforts.Communicators need to tie their work to outcomes, not outputs.Building alignment internally is critical to long-term success.Becca's advice: Show your value by speaking the language of business and proving how comms impacts the bottom line.Listen for: Insights into surviving this comms job market and building a personal brand that stands out, like Becca's viral LinkedIn strategy that took her from 4k to 40k followers in 12 months.

Alignment fuels business success—but it's hard to achieve.In this episode, Janet Hitchen shares how she used internal comms to:Build alignment across teams.Simplify complex ideas into clear stories.Drive revenue and growth at Apple, Nespresso, and beyond.

Why it matters: Communications leaders face constant change—from evolving technology to shifting workplace dynamics. Staying ahead means mastering new skills, tools, and strategies.The big picture: Trey Sarten CCO at Anywhere, and a communications veteran, joins us to explore:The evolving role of communicators as strategic business partners.How to nurture curiosity and adaptability in a remote-first world.Why leveraging AI is no longer optional.What's next: Hear Trey's practical advice on navigating challenges, building trust, and positioning your team for long-term success.

What's engagement, really?In this episode of WordBirds, Doreen Maciak from Takeda challenges the buzzword “engagement” and dives into what it truly means.Why it matters: Engagement isn't just about clicks and opens—it's about aligning employees to purpose and business goals.What you'll learn:How to move beyond vanity metrics.Why authenticity and leadership are key to meaningful connections.Practical strategies to measure and improve real engagement.

Cut the jargon. Boost the clarity.Jolene Peixoto, Relex Solutions' anti-marketing comms leader, joins WordBirds to challenge buzzwords and embrace plain English messaging.Why it matters: Clear, concise communication builds trust, drives engagement, and sets your brand apart.Key takeaway: Prove your value with data and authenticity—not empty claims.

This special episode brings you the top insights from WordBirds Season 6, hosted by AI voices Lance and Audrina (from NotebookLM).Why it matters: This AI-powered and hosted recap dives into must-hear lessons on intentional communication, bridging generational gaps, and building trust.Catch up: Perfect for anyone who missed an episode—but don't stop here. Go back and listen to each conversation in full for the stories behind the insights.

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.

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.

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.

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.

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.

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.

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!

Navigating crisis communicationsIn 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.

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 yearsWays technology is changing how communicators workInsights from her reporting As well as a sneak peak of upcoming topics you'll hear throughout this season of WordBirds. 

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.

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.

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.

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.

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.

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!

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.

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.

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.

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.

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.

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.

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.

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!

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!

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!

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!

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.

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.

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. 

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.

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!

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.

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.Love the show? Make sure to subscribe, rate, review, and share! https://www.acrolinx.com/wordbirds

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

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

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

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

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