Podcasts about noz urbina

Noz Urbina interviews Rafaela Ellensburg, who has pioneered the content engineering discipline at Albert Heijn, one of the Netherlands' largest retailers. Rafaela discusses her journey from content specialist to content engineering leader, emphasising how structured content and metadata enable omnichannel measurement and personalisation at scale. The conversation explores the evolution from content management to concept management, drawing parallels between content supply chains and traditional product supply chains. Key topics include translating strategic business goals into measurable content metrics, implementing knowledge graphs and ontologies for cross-domain data connections, and preparing high-quality structured data to enhance AI reliability. "You allow yourself as an organization to bring forward that message to whichever person it resonates with in the market, and you're able to do it on whichever channel that person is present. You get the relevance, and you get it at scale, at an omnichannel scale—making sure that the right message is sent to the right customer at the right moment and the right channel. That is the marketer's dream, right? That's what we all want." – Rafaela Ellensburg   "I like to compare content to products. People know products—they know shopping, they know logistics, they know that products are created somewhere and then have to be refined before they get to the stores. It's something that people can grasp, but we can do the same thing for content." – Rafaela Ellensburg   "We as humans actually have work to do to make our data of AI quality—more complete, richer, more consistent and truthful, so that whatever the AI does with that data, it becomes better. You do not get garbage in, garbage out, but you get value in, value out." – Rafaela Ellensburg

Understanding AI Ethics is crucial as we integrate artificial intelligence more deeply into our societies. This article explores five essential insights into AI ethics that help safeguard our future. Explore the ethical complexities of AI and technology in this insightful podcast with Noz Urbina and Larry Swanson. Learn about the manipulation tactics of big tech, the historical power of corporations, and the crucial role of government in technology regulation.   What you'll learn: Understand the dual aspect of AI and technology: potential benefits and significant ethical dilemmas How technologies, particularly AI, are designed to exploit human psychology for profit (e.g., social media platforms using addiction mechanics) Historical roots of corporate power and its implications for modern-day technology practices Insight into the necessity for governmental intervention and effective policy-making to regulate tech companies and protect societal interests An exploration of personal and collective responsibility in fostering a healthier relationship with technology and governance.    

Noz Urbina and Robyn Eastlake discussed the current state of omnichannel in the financial services sector, emphasizing its crucial role in meeting users' needs and staying connected with businesses. They highlighted the importance of content efforts being connected and omnichannel, and offered tips on how to implement successful omnichannel strategies. They discussed the challenges of creating a successful content strategy in the financial services industry, including balancing short-term goals with long-term thinking and leveraging AI in content design and automated experience design. They also explored the potential of AI in content production while maintaining the value of human creativity, and emphasized the need for a hybrid approach that leverages the strengths of both AI and human creativity. "The challenge is always how do you remind everybody in the day to day that [long-term relationship building] is the goal. You have your setup where you have your manufacturing side of the business deciding lending policy and then you have your distribution, still pretty much set up by channel. They're not usually pretty well connected... Making sure that users feel valued, they feel safe, they're protected, and that the things that are being served to them are appropriate to them is hugely valuable for businesses." – Robyn Eastlake Listen now   What you'll learn Omnichannel Mastery: Insights on navigating omnichannel strategy in financial services. Content Meets AI: How AI is shaping content strategies and what pitfalls to avoid. User-Centric Design: The importance of aligning content with user needs and expectations. Navigating Challenges: Key strategies for overcoming common obstacles in financial services. Future Trends: Predictions on the evolution of content and digital experiences.

Our guest today is Ashley Faus, whose work has been featured in TIME, Forbes, and The Journal of Brand Strategy. She currently works at Atlassian as a Head of Lifecycle Marketing. In this episode, Ashley and Noz Urbina unpack the power of content intent in boosting demand, dissecting learn vs. use intent, funnel phases in intent-focused strategies, and AI's role in content creation. They offer expert insights and tips on streamlining content roles for team synergy, ensuring message harmony, and aligning marketing with audience needs.   “I actually think the funnel is a retrospective measurement tool, not a forward-looking strategy tool. Nobody wakes up in the morning and says, ‘Today I shall be in the awareness phase.' People don't behave that way. So, I like to frame up the audience journey in terms of a playground, where people can go up, down, sideways; they can chart their own journey.” – Ashley Faus   By the end of the episode, you'll learn:   The Importance of Content Intent: Understand the difference between learn intent and use intent, and how this knowledge can dramatically improve demand generation and pipeline generation. Redefining the Funnel: Learn how the traditional top-of-funnel, middle-of-funnel, and bottom-of-funnel model is evolving to accommodate content by intent, and why a mindset shift is necessary for effective marketing. AI in Content Creation: Discover the spectrum of content creation from 100% human to 100% AI, and learn how to match the intent with the appropriate approach for creating meaningful content. Audience Intent Mapping: Gain insights into mapping the customer journey to a “playground” model where consumers can chart their own path, moving beyond the linear funnel model to understand consumer behavior more accurately. Content Planning and Strategy: Find out how breaking down content into actionable steps and clear CTAs can guide users more effectively towards their goals. Effective Marketing through Understanding: Learn the importance of tailoring marketing messages to individual preferences and interests, and how understanding the job or message behind each piece of content can lead to more successful engagement. Collaboration and Strategy in Content Marketing: Discover the critical role of collaboration across teams to create consistent messaging, the importance of a multichannel approach, and how to scale content marketing strategies effectively.

In today's episode of the Omnichannel Podcast, we're joined by AI expert Noz Urbina, alongside our host Larry Swanson, to go deeper into the transformative power of artificial intelligence across business, creativity, and more. This discussion will uncover how AI is revolutionizing our methods of problem-solving, content creation, and decision-making. Join us as Noz shares his journey through the evolution of AI, highlighting its potential to enhance human creativity and challenge our understanding of technology's role in society. Tune in to explore the complexities, opportunities, and future directions of AI in our rapidly evolving digital landscape. "AI enables us all to be programmers without being coders. It's about understanding the problem, its context, its constraints, and the intended results, and being able to express that logically and clearly, understanding both your own bias and the AI's bias. That's what lets us win the future." - Noz Urbina

AI is revolutionizing the customer experience. Remember Spotify's personalized playlists? Their AI-driven approach to understanding listener preferences was a game-changer in music streaming. It's a stellar example of using AI to enhance user engagement. Welcome to the UNmiss podcast. Today, we're joined by Noz Urbina, a pioneer in AI and omnichannel journey mapping. The Power…

In this OmnichannelX podcast episode, host Noz Urbina sits down with Tony Byrne, Founder of Real Story Group (formerly CMS Watch). Tony brings over two decades of expertise in CMSs, offering unique perspectives on the evolution of DAMs, headless CMS, and the emerging role of AI in content strategy. This episode delves into the complexities of modern content technologies and offers insightful strategies for making informed choices in a rapidly changing digital landscape.   By the end of the episode, you'll learn: Evolution of Content Management Systems: Understand how DAMs and CMS have evolved over the years, including the rise of headless CMS and the impact of AI Strategic Technology Decisions: Learn the importance of having a clear strategy and vision when choosing content management technologies The Future of DAMs: Explore how DAMs are expanding their capabilities, managing a wider range of assets, and playing a crucial role in the content lifecycle The Role of AI in Content Strategy: Gain insights into how AI is transforming content creation and management, not just at the customer touchpoint but throughout the content lifecycle Challenges with Headless CMS: Understand the limitations and potential pitfalls of headless CMS and the importance of hybrid solutions Emerging Omni-channel Content Platforms: Discover the concept of Omni-channel Content Platforms (OCPs) and how they differ from traditional DAM and CMS solutions Making Informed Technology Choices: Learn practical tips for navigating the complex content technology market and making decisions that align with your organization's needs.

In this OmnichannelX podcast episode, host Noz Urbina sits down with Brian Piper, Director of Content Strategy and Assessment at the University of Rochester. They explore the evolution of digital marketing, the impactful role of AI, and the fascinating world of the metaverse. Brian shares valuable insights from his work at the University of Rochester, discussing the intricacies of user journeys, content optimisation, and the future of AR/VR in education.   What you will learn: Understanding the evolution and future of digital marketing and content strategy Insights into the application and impact of AI and the metaverse in various fields Strategies for optimizing content performance and user engagement The role of analytics in understanding and improving user journeys The potential of AR/VR in educational and professional settings.

In this enlightening episode of the podcast, host Noz Urbina sits down with Thomas Stilling, a seasoned expert in Digital Asset Management (DAM) and digital strategy. With his extensive background at Forrester Research and 20th Century Fox, Thomas delves into the intricacies of DAM systems, their evolution, and their crucial role in powering omnichannel experiences. The discussion also touches on the differences between DAMs and Content Management Systems (CMS), the emerging role of AI in DAMs, and the importance of effective governance and change management in maximizing the potential of digital assets. This episode offers valuable insights for professionals grappling with the complexities of digital asset storage, findability, and efficient use in a multi-faceted digital environment.

In this episode, Noz Urbina sits down with Regina Lynn Preciado, senior content strategist with Content Rules, Inc. They delve into the world of structured content and its critical role in the life sciences industry. With over two decades of experience in solving complex content challenges, Regina shares insights on how structured content can transform the way organizations manage and deliver information. They discuss the unique content management challenges faced by life sciences companies, such as legacy content and the transition from traditional writing to component-based modular structures. Regina emphasizes the importance of content standardization across dimensions, from full deliverables to individual words, to create a unified and efficient content ecosystem. The conversation also explores the benefits of content reuse, reducing redundancy, and achieving full traceability of changes. Regina and Noz shed light on how structured content enables personalized, channel-specific, and audience-specific communication, ultimately enhancing the user experience.   What you will learn: The significance of structured content in life sciences. The challenges faced by the industry in managing content. How structured content helps overcome these challenges. The journey from traditional content to modular, machine-friendly content. Real-life examples of structured content transformation.

In this episode, Noz Urbina and Scott Kubie delve into the world of content ecosystem mapping. They discuss how this strategic approach can revolutionise content strategy by aligning digital strategy with business goals. Learn how to disambiguate and clarify your organisation's content reality, making it easier to see the forest for the trees. Scott discusses the blurring lines between designers and writers, emphasising the importance of integrating design and words to create holistic, strategy-driven content.   What you will learn: Uncover your content reality through ecosystem mapping, breaking free from page-centric thinking Explore crucial roles in the mapping process, including disambiguating roles for enhanced content operations Foster a stronger connection between design and content by encouraging designers to embrace fidelity with words and iterative text refinement Ensure consistency and scalability in an omnichannel world by embracing the editing function in content creation.

In this episode, Noz Urbina and Michael Andrews dive into the world of structured content and content modelling. They discuss the importance of bridging technical and business requirements, balancing the needs of omnichannel delivery with content creators' usability, and why not everything needs heavy modelling. What you will learn: The common challenges faced in creating and implementing a content model How to strike a balance between technical requirements and content creator usability Real-world examples of what to model and what to reference externally The evolving nature of content models and their role in digital transformation.

In this episode, Noz Urbina and Jeff Eaton unravel the intricacies of content management systems, data structures, and the role of AI in today's digital landscape. From the challenges of migrating content to the importance of shared organizational language, this discussion offers valuable insights for content professionals and tech enthusiasts alike. Discover how AI can augment creativity and problem-solving, and gain a deeper understanding of the complexities behind content management. What you will learn: The varying needs of different content management systems and their overlapping domains The critical role of content migration and its challenges in transitioning to a headless CMS Why developing a shared organizational language and content structure is essential The distinction between AI designing content models and recognizing patterns within existing structures The power of AI as a creative tool to augment human creativity and generate novel ideas Realistic expectations for emerging technologies and their iterative development.

In this episode, Noz Urbina sits down with content expert Larry Swanson. Together, they explore the intricate world of content modelling, the rise of headless CMS, and the importance of understanding user needs. Larry shares his journey from the early days of the internet to the current challenges of orchestrating decoupled, multi-channel content. Whether you're a seasoned content strategist or just starting out, this conversation offers invaluable insights into the ever-evolving content industry. What you will learn: The history and evolution of content modelling and its relevance today The challenges and benefits of adopting a headless CMS The importance of understanding user needs and shifting from a publishing mindset to a user-centric approach The role of metadata strategy in organizing and making content navigable.

In this episode, Noz Urbina and Are Halland explore the application of content models in the digital landscape, focusing on practical strategies for flexible, personalized, and omnichannel content solutions. What you will learn: The value and challenges of adopting AI for the pharmaceutical industry The concept and methodology of the core model for content design How to prioritize user needs and business objectives in content creation The impact of content design on user engagement and business outcomes Techniques for channel-agnostic content development and distribution

In this episode, we hear from Kristina Holvorson, CEO, Brain Traffic. Producer, Confab and Button, and Content Strategist at large. She and Noz Urbina discuss the evolution of content strategy into specialized fields, the importance of recognizing the value of content as a business asset, and the role of asking the right questions upfront to prevent pitfalls in content initiatives. They also touched on the impact of AI and the significance of meeting user experience needs for the success of a business.

In this video, Noz Urbina from Noz Urbina Consulting will discuss the importance of exceptional onmnichannel Customer Exerpeices. Noz will share techniques to help you design and achieve a great omnichannel customer experience. Noz Urbina has years of experience in omnichannel architecture and design, and he'll be discussing how his experiences have helped him design exceptional customer experiences. If you want to improve your omnichannel customer experience, this is the video for you! Salesforce Posse Podcast often features interviews with thought leaders or significant Salesforce ecosystem members. Yet, in this episode, we interview someone less involved in the Salesforce ecosystem. Noz Urbina, the founder of Urbina Consulting and OmnichannelX, joins today's conversation to share his knowledge and expertise on omnichannel customer experiences. We begin with understanding what omnichannel is. Noz elaborates on the application of personalization and customer-centricity to omnichannel. He explains that omnichannel personalization is a method for pre-digesting content and making it easier for the user to ingest. In addition, we explore the omnichannel customer experience, detailing how this experience is tailored based on the customer's location and segmentation. Besides that, Noz outlines the questions an architect should ask to determine if a company is truly implementing omnichannel or merely installing multichannel under the guise of omnichannel. Noz Urbina is a globally recognised leader in the field of content strategy and customer experience. He's well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalised, contextually relevant content experiences in an omnichannel environment. Noz is co-founder and Programme Director of OmnichannelX. He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the Masters Programme in content strategy at the University of Applied Sciences, Graz.Noz's company, Urbina Consulting, works with the world's largest organisations and most complex content challenges. He has assisted dozens of multinational organisations with developing or improving their content strategies, managing tool selections, pilot projects, delivering training, and guiding implementations. Clients include Johnson Pharmaceuticals & Johnson, Microsoft, Sanofi Vaccines, Mastercard, Barclays Bank, Abbott Laboratories, and many more. [09:37] Omnichannel - What is omnichannel, and how does it work? [16:12] Personalization - Noz adds that omnichannel personalization involves breaking down content into the right pieces and delivering them to the customer at the most relevant time. [22:58] Customer Centricity - Difference between multichannel and omnichannel. [24:43] OmnichannelX.digital - OmnichannelX has changed its approach from holding paid in person events yearly to hosting webinars, podcasts, and other learning materials more frequently. [28:15] Architect's Role - How does omnichannel relate to the role of an architect? [30:43] Customer Experience - We explore what the omnichannel consumer experience entails. Also, we further elaborate on how it is tailored based on the customer's location and segmentation. [37:34] Data Integration - Determine how unstructured data is processed or labeled, whether it is offloaded or performed on the platform, and how the process is integrated with system components. [39:43] Advice to Younger Self - What would Noz tell himself If he could go back in time? Connect with Noz: LinkedIn: linkedin.com/in/bnozurbina/ Website: urbinaconsulting.com/ Website: omnichannelx.digital/ Podcast: omnichannelx.digital/podcast/ Sponsored by AdminToArchitect.com --- Send in a voice message: https://podcasters.spotify.com/pod/show/salesforce-posse/message

Noz Urbina has decades of experience in content. He's especially interested in omnichannel strategies and how the sum of the parts work together to support the user's journey. In his conversation with Kristina Halvorson, Noz covers personalization, delivering effective customer experiences, customer journey mapping, content in the pharma sector and some quick but thought-provoking opinions on content, AI and the Metaverse.

In this episode, we hear from Timi Stoop-Alcala, the Principal Content Strategist at IKEA.  She and Noz Urbina discuss what the metaverse is, how it relates to human usability, and how IKEA is focusing on being human-centric in the metaverse. Timi explains what the metaverse means in terms of day-to-day work and how to start getting people curious about it. 

In this episode, we hear from Timi Stoop-Alcala, the Principal Content Strategist at IKEA.  She and Noz Urbina discuss what the metaverse is, how it relates to human usability, and how IKEA is focusing on being human-centric in the metaverse. Timi explains what the metaverse means in terms of day-to-day work and how to start getting people curious about it. 

The metaverse has been a hot topic this year, and as Jeff Clark enjoys a holiday Ian Truscott dives into the topic with omnichannel and digital experience experts Noz Urbina and Mark Demeny. A discussion that was inspired by a post by Noz on LinkedIn citing an article in The Guardian, Mark's comments on that, the conversation that followed and Mark basically daring Ian to have the discussion on the show! Noz Urbina is an omnichannel content solutions lead specialising in pharma and regulated industries and is the founder of Urbina Consulting and the online omnichannel conference Omnichannel X, he's also an author, speaker and podcaster. And, Mark Demeny, is the Head of Product Strategy at Uniform, and has had a fantastic career in web content management and digital experiences, from the early days of web development to most recently having product strategy leadership roles at Sitecore, Optimizely and Contentful.  Following this discussion, Ian winds down for the holidays by joining Robert Rose in the Rockstar CMO virtual bar, to discuss what marketing gifts he would like to find under his Christmas tree. Links from the show: The people: Ian Truscott on LinkedIn and Twitter Noz Urbina on LinkedIn, Urbina Consulting, Omnichannel X and the Omnichannel podcast Mark Demeny on LinkedIn and on Mastodon Robert Rose on LinkedIn, Mastodon and The Content Advisory Blog Mentioned in this week's episode: The post by Noz on LinkedIn Meta shares dip is proof metaverse plan never really had legs - Article in The Guardian Robert's column on the Content Marketing Institute Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Track List: Piano Music is by Johnny Easton, shared under a creative commons license We'll be right back by Stienski & Mass Media – on YouTube Please get in touch if you have any thoughts or suggestions on the topics we discuss. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, we hear from Mariah Obiedzinski, AVP of Content Services at Stamats.  Mariah Obiedzinski and Noz Urbina discuss current and upcoming trends in the omnichannel space, including crucial methodologies and technologies that drive results. “The ability to listen to what your audiences are doing. What they want from you and what they're asking before they're forced to ask. Being proactive and translating those findings into real applications. Keeping that relevance and your user experience top-notch at every point you can will drive that brand stickiness and loyalty generating even more positive sentiment over time.”  

How can you make omnichannel-ready experience maps, instead of the fluffy abstract journey maps we're used to seeing? In this episode we hear from Yuri Vedenin, founder and CEO of UXPressia. He explores various user experience methods, such as customer journey maps, and how they can be best used to drive meaningful results in teams and products. Together with Noz Urbina, they examine the nuances of effective user experience strategy, methods, and how to garner effective insights from research.  

What is a domain model? What's a content model? How do they relate? In this episode we hear from Carrie Hane co-author of Designing Connected Content: Plan and Model Digital Products for Today and Tomorrow. She and Noz Urbina examine these questions in the context of effective omnichannel strategy, and the present and future of content and user experience design.

In this episode, Kevin is honored to interview his good friend and content pioneer, Rahel Bailie. Listen in as Rahel describes her journey developing the very fields of content strategy and content operations during the early stages of the internet. In addition, learn how content operations are a necessity for growing organizations looking to scale their content libraries and processes. Rahel Ann Bailie is Chief Knowledge Officer at Scroll, an STC Fellow, an industry author, and a results-driven content strategist. She has a strong track record of developing successful digital content projects, tackling the complexities of managing content for clients globally. Her strength is diagnostics: calculating how to use content to deliver compelling experiences and to increase ROI of product lifecycle content. She is also a supporter of content structure and standards. Rahel is the co-author of Content Strategy: Connecting the dots between business, brand, and benefits (XML Press, 2013) with Noz Urbina, and co-editor of The Language of Content Strategy (XML Press, 2014) with Scott Abel. She has contributed to a number of other industry books. Rahel also teaches in the first-ever Content Strategy Master's Program at FH-Joanneum in Austria. Rahel's Info: Book: https://contentstrategy-thebook.com Email: rahel.bailie@scroll.co.uk Twitter: http://www.twitter.com/rahelab LinkedIn: http://www.linkedin.com/in/rahelanneb... Website: https://www.scroll.co.uk/ Facebook: https://www.facebook.com/ScrollLondon/ Kevin's Info: Kevin's Website and Blog: https://bit.ly/3in284l Kevin's Twitter: https://bit.ly/3jhscNG Kevin's Linkedin: https://bit.ly/3xn9SHG AvenueCX Website: https://bit.ly/3lsSFdR --- Send in a voice message: https://anchor.fm/avenuecx/message

In this episode of the Knowledge Cast, EK CEO Zach Wahl speaks with Noz Urbina, founder of OmniChannelX and Urbina consulting, and Rebecca Wyatt, Technology Solutions practice lead at Enterprise Knowledge, on the topic of Headless Content Management System. In this discussion, our guests talk about what a Headless CMS is and how to leverage headless technology to share the right content, with the right people, in a highly customized and contextualized way.

Visit http://bit.ly/ox-leadsrx for your chance to win free tickets to this years https://omnichannelx.digital/ conference. On today's episode, we have Nas Urbina who is a globally recognized leader in the field of content strategy and customer experience. He literally wrote the book on content strategy for organizations. 

Noz Urbina has been working with designers and content creators tackling the challenges of multi- and omnichannel for the last 20 years. What he's seen is a trend of counter-productive trends, like trying to create pixel-perfect mock-ups in a digital space (which gave way to responsive design) or trying to run separate mobile content strategies, sites, and CMSs (which gave way to sanity). But what are we still doing wrong? In this livestream discussion, Noz joined Christoph Trappe to discuss: what’s happening in brands around or world that is helping and hindering progress towards omnichannel harmony why sometimes more specialism and focus is a bad thing, and the (live and realtime) questions that are causing you grief when you’re trying to align content and design work around your audience. And don't forget to register for the OmnichannelX conference: https://lnkd.in/g4jCkF4 --- Send in a voice message: https://anchor.fm/ctrappe/message

We return from a hiatus with content strategist Rahel Bailie! She joins Ed Marsh to talk about an uneven history of content strategy, object-oriented content, how her career has led her across two continents, and the history of women in technical communication. Her Content Strategy book with Noz Urbina remains one of Ed's most highlighted (highlit?) reads. We discuss Content Operations (ContentOps or DocOps), introducing efficiency, and more. I hope you laugh as much as we did. Mentioned during this episode: Scott Abel, the Content Wrangler An uneven history of content strategy Back to the Future Deane Barker The need for content operations Ann Rockley STC Pandoc Rahel on Twitter Rahel on LinkedIn Rahel's site Raving Schema.org Vale linter Visual Studio (VS) Code

Today we get to talk with the super-smart, omnichannel expert himself, Noz Urbina. Noz is a content and customer experience consultant and co-founder of OmnichannelX where experts on content, design, governance and systems share the key elements that make or break omnichannel marketing success. Find this episode insightful? Subscribe, rate, and share this podcast so we can produce more. Follow Adam @adamhelweh or visit www.secretsushi.com. | Music by mogillaguerrilla@gmail.com IG: @mogilla_guerrilla_beatz --- Send in a voice message: https://anchor.fm/marketingintheraw/message

Noz Urbina can help you navigate the hype around personalization and create genuinely helpful customized content experiences. Noz focuses on the fundamentals that create useful, usable adaptive content. He starts with customer journey mapping and persona creation to develop an evidence-based picture of his users. Then he builds modularized content models that address those user needs. The result is a human-centered content system that serves up content tailored to answer users' questions wherever they are in their journey. https://ellessmedia.com/csi/noz-urbina/

Noz Urbina Noz Urbina can help you navigate the hype around personalization and create genuinely helpful customized content experiences. Noz focuses on the fundamentals that create useful, usable adaptive content. He starts with customer journey mapping and persona creation to develop an evidence-based picture of his users. Then he builds modularized content models that address those user needs. The result is a human-centered content system that serves up content tailored to answer users' questions wherever they are in their journey. Noz and I talked about: his background as a pioneer in the field of content strategy and his OmnichannelX conference the need for precision around the use of the term "personalization" how to create actionable personas and discern user needs and goals, and how to determine why any one segment might need personalized content how to figure out who your customers and users are the importance of using journey mapping to identify the questions your users need answers to how journey mapping is all-too-often done as a crafts project, not as a genuinely customer-centered exercise how his background in technical documentation helps him to this day how customer journey mapping can elicit aha! moments among stakeholders how content modeling both prompted his interest in customer journey mapping and helps him do it better the need to craft answers that can work across a number of delivery channels his Legos and Russian-doll analogies to describe componentized content new natural language processing (NLP) technologies that can help guide consistency and style and categorization the small but growing number of vendors of these tools - and his appreciation for this small tools ecosystem (a few examples: PoolParty, OntoText, StarDog,Acrolinx, UXPressia) his observation that tech is not the problem - that's never what's holding back big enterprises - the real problems are lack of internal organization, processes, content models, and content design how unlikely it is that even the biggest, smartest companies will ever create a holistic end-to-end customer experience system the upside of the incompletion of 360-degree content strategy adoption: wherever you are, you'll always have the opportunity to move forward the importance of developing good content models Noz's Bio Noz Urbina is a globally recognized leader in the field of content strategy and customer experience consultancy. He's well known as a pioneer in customer journey mapping and adaptive content modeling for delivering personalized, contextually relevant content experiences in an omnichannel environment. He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the Masters Programme in content strategy at the University of Applied Sciences, Graz. In 2013 he founded his own consultancy Urbina Consulting and in 2018, co-founded the omnichannel events organisation OmnichannelX. Follow Noz LinkedIn Twitter Urbina Consulting OmnichannelX Video Here's the video version of our conversation: https://youtu.be/tRapDqAZMlM Podcast Intro Transcript You want to feel like you've been heard and understood and that companies are giving you exactly what you want. Personalization is the business tool that can make this happen. Unfortunately, personalizing content is not as simple as installing software and hitting the "start" button. It requires lots of user research and a strong understanding of how to model and organize your content. For the past couple of decades, Noz Urbina has been listening to users and building the adaptive systems that power content personalization. Interview Transcript Larry: Hi, everyone. Welcome to episode number 85 of the Content Strategy Insights podcast. I'm really happy today to have with us Noz Urbina. Noz is the founder of Urbina Consulting.

Noz Urbina Noz Urbina can help you navigate the hype around personalization and create genuinely helpful customized content experiences. Noz focuses on the fundamentals that create useful, usable adaptive content. He starts with customer journey mapping and persona creation to develop an evidence-based picture of his users. Then he builds modularized content models that address those user needs. The result is a human-centered content system that serves up content tailored to answer users' questions wherever they are in their journey. Noz and I talked about: his background as a pioneer in the field of content strategy and his OmnichannelX conference the need for precision around the use of the term "personalization" how to create actionable personas and discern user needs and goals, and how to determine why any one segment might need personalized content how to figure out who your customers and users are the importance of using journey mapping to identify the questions your users need answers to how journey mapping is all-too-often done as a crafts project, not as a genuinely customer-centered exercise how his background in technical documentation helps him to this day how customer journey mapping can elicit aha! moments among stakeholders how content modeling both prompted his interest in customer journey mapping and helps him do it better the need to craft answers that can work across a number of delivery channels his Legos and Russian-doll analogies to describe componentized content new natural language processing (NLP) technologies that can help guide consistency and style and categorization the small but growing number of vendors of these tools - and his appreciation for this small tools ecosystem (a few examples: PoolParty, OntoText, StarDog,Acrolinx, UXPressia) his observation that tech is not the problem - that's never what's holding back big enterprises - the real problems are lack of internal organization, processes, content models, and content design how unlikely it is that even the biggest, smartest companies will ever create a holistic end-to-end customer experience system the upside of the incompletion of 360-degree content strategy adoption: wherever you are, you'll always have the opportunity to move forward the importance of developing good content models Noz's Bio Noz Urbina is a globally recognized leader in the field of content strategy and customer experience consultancy. He’s well known as a pioneer in customer journey mapping and adaptive content modeling for delivering personalized, contextually relevant content experiences in an omnichannel environment. He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the Masters Programme in content strategy at the University of Applied Sciences, Graz. In 2013 he founded his own consultancy Urbina Consulting and in 2018, co-founded the omnichannel events organisation OmnichannelX. Follow Noz LinkedIn Twitter Urbina Consulting OmnichannelX Video Here’s the video version of our conversation: https://youtu.be/tRapDqAZMlM Podcast Intro Transcript You want to feel like you've been heard and understood and that companies are giving you exactly what you want. Personalization is the business tool that can make this happen. Unfortunately, personalizing content is not as simple as installing software and hitting the "start" button. It requires lots of user research and a strong understanding of how to model and organize your content. For the past couple of decades, Noz Urbina has been listening to users and building the adaptive systems that power content personalization. Interview Transcript Larry: Hi, everyone. Welcome to episode number 85 of the Content Strategy Insights podcast. I'm really happy today to have with us Noz Urbina. Noz is the founder of Urbina Consulting.

If you want to hear a great story about a great career, you need to listen to Noz Urbina, the best-dressed man in content strategy. Noz talks to Ed Marsh about how to make content a business asset, literally writing the book on content strategy, and his path to creating his own consultancy and conference. Mentioned during this episode: Softquad XMetaLMekonCongilityOmniX conference - get €50 off with the code 50urbiCarrie HaneContent Strategy: Connecting the dots between business, brand, and benefits

“Personalization is relevance under a different name,” Omnichannel Content Strategist Noz Urbina said on the show. He shares how content strategists should think of content differently: “Create like legos. Not like clay.” He will also give a workshop in San Diego at the Content Tech Summit. To register and get a $100 off use TRAPPE100 and register here: https://www.contenttechsummit.com/?_mc=Speaker%20code%20-%20Trappe

Margot Bloomstein and Noz Urbina explore how building audience relationships based on trust starts from inside the organisation, and how digital transformation doesn't always mean disruption. More on https://OmnichannelX.digital Twitter:@OmniXconf Margot:@mbloomstein

Noz Urbina, founder of OmnichannelX Conference, discusses omnichannel experiences in B2B marketing.

Single-source, multi-channel, omnichannel—what does it all mean for responsive web design. Noz Urbina helps us sort things out. Read more »

Full Show: https://enterprisemarketer.com/podcasts/enterprise-marketer-podcast-conference/61-noz-urbina/Customer Journey is one of the most deceptive and alluring terms in Content Marketing. After the words come off your tongue, you imagine an adventure involving sword fighting, trials, tribulations, and the purchase of your products. Your customers should thank you for your skills of sorcery and ability to foretell their future. Your efforts will lead them down the correct path with their best interest in mind the whole time. However, most of the time, these journeys are just sales funnels flattened out and are the best guess of what we think our customers are going through when they are considering the purchase of a product like ours. In this podcast, Noz Urbina and Pamela Muldoon discuss the important aspects of customer journeys and how marketers can create useful tools that align with their prospect and customer goals. Later in the show, they dive into the topic of reuse and repurpose in Content Marketing that will help clear up any confusion.Biography:Noz Urbina is a globally recognized leader in the field of content strategy and customer experience consultancy who can effectively bridge organizational and user goals. He’s well-known as a pioneer in customer journey mapping and adaptive content modeling for delivering personalized, contextually relevant content experiences in an omnichannel environment. He is a co-author of the book Content Strategy: Connecting the dots between business, brand, and benefits and lecturer at the University of Applied Sciences, Graz, Graz, Masters Programme in content strategy.He has coached teams, developed processes and spearheaded solutions that have helped some of the world’s largest organizations leverage their content assets to stand out in their sectors while avoiding headcount increases and wasted costs. After 14 years in the content world, he founded his consultancy Urbina Consulting in 2013.

Noz Urbina returns to discuss how AI and chatbot trends are driving improvements in content reuse.

Jeff Eaton and Noz Urbina discuss the power of combining domain modeling and customer journey maps when modeling structured content.

A free-wheeling show starts off 2016 starring David Dylan Thomas, Senior Content Strategist. Our topics include what a content strategist does, the future of content and work, getting noticed on social media, and even a few movies to see. David Dylan Thomas, content strategist and movie maker Some of Dave's work: The Developing Philly documentary webseries Lessons from the Future of Content: Part One — Tools Are Cheap, Time Is Expensive Content Camp Philly VIDEO: Agile Living: How I Learned to Stop Worrying and Never Be “Done” Mentioned during this episode: Significant Objects Confab content strategy conference Philly content strategy meetups Stack Exchange Contently API Confab content strategy conference Cleve Gibbon, content strategist Epam Lavacon conference Keith Knight - comic artist - Patreon Dan Benjamin - podcaster - Patreon Sarah O'Keefe - The talent deficit in content strategy FOMO - Fear of missing out Subscribe (Android) Books referenced: Elements of Content Strategy - Erin Kissane Content Everywhere - Sara Wachter-Boettcher Content Strategy - Rahel Ann Bailie and Noz Urbina

“We organize people into departments and hierarchical [Christmas] trees … but client experience traverses the entire bottom of the Christmas tree and the client does not care where in the organization the content was sourced, they care about getting the answers, the knowledge, the perspective they wanted.” -- Noz UrbinaIn this podcast, Cruce Saunders, founder and principal of Simple [A] discusses content strategy, content engineering and organizational content challenges with Noz Urbina, Lavacon 2015 keynote presenter, content strategist, and author of "Content Strategy: Connecting the dots between business, brand, and benefits."Noz discusses major content challenges faced by organizations today including, fragmentation, silos, organizational structure, and information disconnect, and shares strategies for engaging C-level support to make cross-silo communication and digital integration happen.“Content should be a cross silo thing, because it affects user experience which is a cross silo thing, but KPI’s and budgets are done in silos," Noz explains. "So it’s often difficult to get the funding and the attention and support for an initiative which cuts across various divisions of the organization.Listen to the full podcast, as Cruce and Noz examine positive traits and organizational best practices needed to succeed with content strategy across silos.Bios:Noz Urbina is a globally recognized leader in the field of content strategy and customer experience consultancy. He is someone that can effectively bridge corporate, technical and user needs and priorities. Speaking the language of all three has been a key asset during a diverse project background covering multi- and omni-channel strategies.He has designed interfaces and processes that have saved organisations hundreds of thousands per year, recommended solutions that have avoided headcount increases, and delivered dozens of budget-winning internal presentations in a language to which executives can relate.Above all, he has a passion for helping people communicate.Cruce Saunders is the founder and principal consultant at [A] and author of Content Engineering for a Multi-Channel World. Cruce and his team lead large-scale content engineering engagements in close partnership with agencies and institutional clients. [A] delivers content engineering, CMS implementation, infrastructure, and personalization for complex digital properties. [A] trains the content engineering function into organizations, and enables cross-functional project operations. Cruce has directed upwards of 300 large digital development projects since 1999, including large government, healthcare, education, association, non-profit, and enterprise institutions.For more information contact simplea.com or follow Cruce at @mrcruce or [A] at @simpleateam on Twitter.

Taking structured content to the next level requires careful planning — and respect for users.

Structured content, adaptive content, content personalization and omni-channel distribution. All of these areas of content strategy are discussed in the latest jam-packed episode of Content Marketing NEXT. Host Pamela Muldoon is joined by international content strategist Noz Urbina, Urbina Consulting, to not only tackle these topics, but also find out what advice Noz received from a marketing executive of a global, multi-billion dollar company that each of us should take to heart. 

As a greater volume of content is published to a wider variety of channels, keeping order and maintaining consistency becomes imperative. As does the way we train authors to publish and readers to consume. Noz Urbina returns to discuss his latest research and explain the fundamentals behind structured information.

Who are the content decision makers in a business? What should they know about content and how should they learn what they need to? Noz Urbina tells give us an insight and why his new book hopes to help.