Final Fantasy Tactics Advance Art-- property of Square-Enix

Applying Storymapping to a Customer Experience

Months ago, I was greatly inspired by a UXMatters series called, “A MacGuyver Approach to Content Strategy” by Lis Hubert and Donna Lichaw. The authors adapted literary story-mapping to the development of content to improve the customer experience of a client.

We hear about how great “storytelling” is all of the time lately. A lot of this content is pretentious and shallow to me. It’s just people jumping onto the “lets talk about storytelling” bandwagon.

The UXMatters exercise is different. It actually incorporates storytelling infrastructure to the content-building process.

In other words, Hubert and Lichaw walk the walk and talk the talk.

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Thoughts About Obtaining Buy-In for Content Strategy

I had the wonderful opportunity to share some of my work experience on the GatherContent blog. I discussed how getting buy-in from leadership and stakeholders is a key part of building a content strategy discipline within a small business.

There were elements of the original article that I removed to conform with the blog’s editorial strategy. I wanted to touch base with some of those items that I believe are important for other content professionals in similar roles who want to gain that initial buy-in.

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Noz Urbina presented his findings about the connection between our biological imperative and intelligent content at #ICC2014.

The Biological Imperative for Intelligent Content

Noz Urbina of Urbina Consulting gave the Intelligent Content Conference 2014 crowd a look into his last year of research on intelligent content and how we process and store information. The session was “a case study on empathy” and looked at how we can influence behavior by understanding it.

From physics, to neuroscience, Urbina looked at many models to inform his theory about how intelligent content is superior to traditional content as a means to satisfy our biological imperatives. By embracing intelligent content practices, we are supporting our natural drive to build out structures, models and identities in our minds.

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Rahel Anne Baile and Scott Abel talk about the creation of The Language of Content Strategy at ICC2014.

The Making of “The Language of Content Strategy”

Rahel Anne Bailie and Scott Abel spent the last year creating a content strategy/content marketing experience called “The Language of Content Strategy.” It’s a book, a website, and a deck of cards that contain content strategy definitions from 52 working professionals in the industry.

Bailie and Abel’s work is a response to the state of vocabulary in the content strategy world. Definitions are currently nebulous. For instance, if asked what a “Content Inventory” is, we might get a few different definitions from practitioners. The project is a means of standardizing the content strategy conversation.

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Kevin P. Nichols gave an overview about omnichannel content approach for #ICC2014.

Content Strategy, Personalization, and Omnichannel

Kevin P. Nichols (@kpnichols) of Sapient Nitro talked to the Intelligent Content Conference 2014 crowd about creating an omnichannel content approach for their organizations. Whether large or small, principles of the omnichannel approach can help any content strategy.

Every big box retailer is now looking at omnichannel and making significant investments. It’s a shift from creating content by organizational silos into creating content solely for the user, but for the betterment of the business.

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Kristina Halvorson, Joe Pulizzi, Buddy Scalera, and Cleave Gibbon discuss breaking down barriers at #ICC2014.

Breaking Down Barriers: ICC2014 Panel Discussion

The first day of Intelligent Content Conference 2014 featured a panel discussion including Kristina Halvorson of Brain Traffic, Buddy Scalera of Ogilvy CommonHealth Worldwide, Cleve Gibbon of Cognifide, and Joe Pulizzi of the Content Marketing Institute. The mother of Content Strategy, Ann Rockley of the Rockley Group, moderated the panel discussion.

From an audience members’s perspective, here are a few topics that they touched upon throughout the discussion.

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Content Engineering brings the scientific method to Content Strategy.

So You Want to be a Content Engineer at ICC2014

With Content Engineering resurging to the forefront of the content discussion, Joe Gollner, of Gnostyx, used the session to bring his perspective on the current Content Engineering landscape. He based his Intelligent Content Conference 2014 talk on his experience of practicing and discussing Content Engineering.

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Content Strategy and Customer Experience design made in Portland, Oregon.