Content Matters

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Aug 2026

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Content Matters, where digital content and marketing pros talk shop. Tech may be changing fast, but great content is timeless. Get inside tips, trends, and practical know-how from the top minds in the digital content industry. Sponsored by Discover CX by Ingeniux.

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October 28, 202640 min

How Structured Content Bridges Silos and Creates Trust

Content, product, and engineering teams often describe the same content in different words, and that gap shows up as friction, ownership fights, and the same meeting held over and over. Sandie Markle argues that structured content is about more than efficiency and scale. In this episode, she explains how a shared structure gives teams a shared language, why that builds trust, and how small wins earn leadership support.What you'll learn How investing in structure early lets you say yes to opportunities you can't see coming, from grocery product matching to appliance-integrated recipes Why friction between content, product, and engineering is often a language problem, and how learning the other team's language builds trust Why “who owns content?” is the wrong question, and what to clarify instead: the value each person brings and when they come in How to tell when a “people problem” is really missing structure, such as no taxonomy, no governance, or no knowledge docs How to win leadership support as a long game of small wins, starting with one ally on another team About Sandie Sandie Markle is the Founder of Blueberri, where she helps food tech companies and creator platforms design structured, human-centered content ecosystems ready for what’s next. With more than 10 years of experience leading content strategy, recipe optimization, and metadata initiatives, Sandie’s work blends systems thinking with empathy, bridging people, process, and platforms. She’s known for transforming the way teams collaborate across product, marketing, and engineering, making content more discoverable, maintainable, and meaningful. Through her writing, talks, and consulting, Sandie champions a future where structure supports creativity, and technology amplifies the people behind the content. Where you can find Sandie LinkedIn: Sandie Markle | LinkedIn Website: Blueberri | Structured Content & Content Operations Key timestamps [03:20] From finance to food tech: how Sandie found structured content by accident[06:24] Structure creates possibility: the recipe platform that was ready for opportunities nobody planned [11:08] How structured content builds trust through a shared language[16:29] Why “who owns content?” is the wrong question [21:39] Designing one structure for many platforms and regions [25:14] When a “people problem” is really missing structure [30:57] Why these foundations still hold in the age of AI [34:00] Getting leadership buy-in: a long game of small wins Episode highlights “Nobody owns content. We just have to make sure that the content gets to the user, the consumer in the best way possible.” “If you have that strong foundation there, you'll always be ready, or mostly ready, for whatever comes next. “This is a long game, and it's a long game of small wins.” Resources mentioned Sandie's MAP framework for diagnosing where trust breaks down between teams and building a shared language across them “Your Company Is Gaslighting You,” a piece from Per My Last Email that Sandie quotes often Blueberry, Sandie's consultancy for food companies, food tech companies, and creator platforms LavaCon 2026 (Charlotte, North Carolina, October 25–28): Sandie's session, which includes a short self-diagnostic for teams Check out all 8 seasons of the Content Matters Podcast here: Ingeniux Blog | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

October 23, 2026Episode 734 min

Job-Hugging in the Age of AI: Prioritizing the Work That Matters

When layoffs and AI anxiety hit, the instinct is to say yes to everything and prove you're indispensable through sheer output. But competing on speed and volume is a race AI wins every time. In this episode, Melinda Belcher, Executive Director, Content Design, JPMorganChase, explains why the answer isn't to hug your whole job, but to choose the parts worth protecting, using a framework she calls the velvet cannonball. What you'll learn How to separate your high-impact “hardcore” work from “soft cover” work with one question: if you stopped doing this well, would it hurt the business, your customers, or your end users? Why competing with AI on throughput is a losing strategy, and which work (standards, evaluation, guardrails, and judgment) holds its value How to practice strategic disappointment: deciding who you'll disappoint and offering a smaller scope, a new timeline, or another resource instead of a silent no What to do with the time AI gives back so it goes to standards and review, not more output Team habits that make prioritization visible, including an engagement model with four levels of attention, batched soft cover work, and dedicated office hours About Melinda Melinda Belcher has a knack for simplifying the complex and optimizing for efficiency. With more than two decades of experience in brand strategy, sales enablement, and product design, Melinda has worked with esteemed organizations such as Salesforce, IBM, AT&T, and Mastercard. Currently, Melinda heads up content across all payments portals for the Corporate & Investment Bank at JPMorgan Chase. In 2018, Melinda co-founded the UX Content Design NYC Meetup and regularly speaks at conferences such as Confab, Enterprise Experience, and LavaCon. Where you can find MelindaLinkedIn: Melinda Belcher, MFA, CSPO | LinkedIn Website: Melinda Belcher - Content & Design Strategy UX Content Design NYC: UX Content Design NYC LavaCon 2026 session: Melinda Belcher - The LavaCon Content Strategy Conference Key timestamps [03:06] What job hugging means and why AI makes the instinct stronger [04:51] Why competing on speed and volume is a race AI wins, and the velvet cannonball framework [09:37] Polished isn't the same as right: why AI output still needs human judgment [12:12] How to tell whether AI is creating capacity or just raising expectations [14:33] The question that separates hardcore work from soft cover work[ [17:52] Strategic disappointment: choosing who you disappoint, and how to say it [23:29] Putting the velvet cannonball into practice: engagement model, batching, and office hours [29:56] The grief over lost craft, and why editing is where content pros add value Episode highlights “[People say] I want to compete on throughput. I want to compete on speed and volume. AI is going to beat you every day." “You're always disappointing somebody… it's important to choose who you're going to disappoint because otherwise it will just happen.” (Condensed) “What kind of work would you give an intern? That's the kind of work that you should give to AI.” Check out all 8 seasons of the Content Matters Podcast here: Ingeniux Blog | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

August 10, 2026Episode 555 min

Build a Career That Can't Be Automated with Andrea Ames

Most content professionals let their job title speak for them — and it undersells them every time. In this episode, executive coach and longtime technical content leader Andrea Ames makes the case for leading with outcomes instead of deliverables and explains how to move from commoditized work to strategic value. The conversation covers everything from how to introduce yourself in a way that sparks curiosity, to the one-hour-a-week habit that can future-proof your career in any economy. What You'll Learn How to replace your job title with an outcome-focused introduction that sparks real conversation Which business metrics content professionals should connect their work to — and how to find them inside your organization How to identify and escape commoditized work before AI makes the decision for you How to build influence with product and engineering leaders without positional authority How to future-proof your career by thinking systemically about the world outside your company About Andrea Ames Andrea Ames is the CEO and Founder of Idyll Point Group. With more than 35 years in high tech, she coaches professionals and leaders to move beyond job titles, demonstrate measurable business impact, and build the strategic influence that creates long-term career resilience. She draws on a career that spanned technical writing, information architecture, and content experience strategy, including her final corporate role at IBM. Where You Can Find Andrea Website: https://andreaames.com/ Linkedn: Andrea L. Ames | LinkedIn Check out all 8 seasons of the Content Matters Podcast here: Ingeniux Blog | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

June 8, 2026Episode 447 min

How to Be More Valuable Than the AI with Jack Molisani

“AI will take your job.” We’re hearing it across the industry, and tech writers are not immune. Like so many others, tech writers are worried about what is coming. But instead of burying your head in the sand and hoping for the best, see this period as an opportunity to show your company what you truly bring to the table—and how it’s something AI can’t provide. Jack Molisani, President, ProSpring Technical Staffing, and founder of The LavaCon Conference on Content Strategy and Technical Communication Management joined us for some much-needed perspective and advice for technical writers and content strategists. Whether you’re looking to show your value, so you don’t get replaced by AI or you’re already on the hunt for a new job, this episode is a must-watch. Some things Jack shared: The opportunity in front of tech writers right now How to use personal public relations to advance your career Two courses you should take right now (and they aren’t what you think) Tips for landing your next job if you’re looking And more— About Jack Jack is the President of ProSpring Technical Staffing, an employment agency specializing in content professionals (both contract and perm): https://ProspringStaffing.com Jack also produces The LavaCon Conference on Content Strategy which will be in Charlotte, NC in October. https://LavaCon.org He's the author of Be The Captain of Your Career: A New Approach to Career Planning and Advancement, which hit #5 on Amazon's Career and Resume Best Seller list. Where You Can Find Jack How to Beat the Dreaded Applicant Tracking System: https://www.lavacon.org/wp-content/uploads/2026/02/Molisani-Intercom-Beating-the-Dreaded-ATS.pdf LinkedIn: https://www.linkedin.com/in/jackmolisani/ LavaCon: Register using the referral code CMLC26 for $200 off in-person registration! https://lavacon.org Check out all 8 seasons of the Content Matters Podcast here: Ingeniux Blog | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

April 28, 2026Episode 343 min

Designing Content Systems That Make Information Easy to Find, Reuse and Update

Most organizations still treat content like a pile of documents instead of a system. In this episode, Regina Lynn Preciado, VP of Content Strategy Solutions at Content Rules, talks about how to design content systems, including models, metadata, and workflows, that keep information accurate, consistent, and easy to change. Regina breaks down what has to happen behind the scenes so content teams can work faster without sacrificing quality: defining content types and structures, tagging content with meaningful metadata, setting up clear ownership and change workflows, and understanding how information flows from source data into web pages, PDFs, and other experiences. Listeners will learn: Why shifting from “documents” to content systems changes how you create and maintain information How content models and metadata make content more findable, reusable, and consistent How to design workflows and ownership so updates are traceable and manageable, not chaotic How well-structured content today sets you up for more reliable AI-powered experiences tomorrow About Regina Regina Lynn Preciado is the VP of Content Strategy Solutions at Content Rules, Inc. She leads content strategy teams to help organizations optimize content workflows and maximize the business value of their technology investments. Regina works with the most innovative companies in the world, representing verticals such as life sciences, financial services, high tech, manufacturing, and global franchises. Regina is an industry expert with more than 25 years of experience in structured content authoring, component content management, AI readiness, personalized content, and content reuse and automation. She lives a dogspotting lifestyle. Where You Can Find Regina Content Rules: https://contentrules.com/ LinkedIn: https://www.linkedin.com/in/reginalynnpreciado/ Check out all 8 seasons of the Content Matters Podcast here: Ingeniux Blog | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

March 9, 2026Episode 241 min

Turn Your Tech Docs into a Strategic Business Advantage

Susan Kraft-Yorke of Kraft Consulting joined the Content Matters Podcast to discuss how your organization can take control of your technical documentation and turn it into a strategic business asset. We talked about building an ROI case for documentation, including the phases of an initiative (and their costs), how to talk to CFOs and business leaders, and the metrics that matter. Plus, Susan explained a “test” to assess your organization’s IA maturity/readiness. Some of the topics included: The stages of Information Architecture maturity The phases of an ROI initiative What a 90-day milestone should look like And much more About Susan Susan Kraft Yorke is a technical writing consultant with more than 30 years in the tech industry. She spent most of her career in Palo Alto, California, and now works from home in the Hudson Valley near New York City. Her technical background started as a geophysicist and in the fine arts. Susan says her beginnings influence how she approaches complex systems and communication. Susan specializes in information architecture (IA) and developer documentation for startups, growth-stage companies, and global enterprises. Her work focuses on diagnosing documentation breakdowns, architecting scalable publication systems, and leading large-scale documentation migrations. She helps organizations reduce search time, eliminate content deadwood, and restore trust in their documentation through structure, governance, and measurable outcomes. Susan brings both in-house and consulting experience, grounding IA decisions in real systems, real constraints, and real operational impact. Her first IA project was in 2019 at Intuit, and she said that it's been an eye-opening experience ever since. Where You Can Find Susan linkedin.com/in/susankraft-yorke ifixdocs.com kraftconsulting.com Check out all 8 seasons of the Content Matters Podcast here: Ingeniux Blog | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

February 10, 2026Episode 145 min

Building & Leading Documentation Functions in the Age of AI w/ Hannah Kirk

In this episode of the Content Matters Podcast, we talked with Hannah Kirk, an experienced content strategist and technical writer, and Founder of Hannah Kirk Consulting, about what it really takes to build a documentation function inside tech organizations. Hannah shares how she created documentation departments, aligned engineers and non‑writers around shared standards, and set up the tools and infrastructure that make content sustainable. We also explored how technical writing has (and hasn’t) changed over the last 10 years, how AI is being introduced into documentation workflows, and where content strategy, structured content, and technical writing all intersect. A few of the topics covered: When you walk into a company with no real documentation function, what’s the first thing you look for to understand the situation? How do you convince leadership that documentation isn’t a “nice to have” but core infrastructure? If you had only 90 days to stand up a documentation department, what would you prioritize — people, process, or tooling — and why? Do you think AI will change the role of technical writers, or just change the volume and speed of content creation? What’s a “best practice” in technical writing that you secretly think is overrated? About Hannah Hannah Kirk, “The Pink-haired Content Strategist,” is a content strategy expert helping businesses deliver exceptional digital content experiences. She has built a career transforming content infrastructure for startups. With deep expertise in technical writing and content management, Hannah specializes in implementing advanced tools like DITA, Docbook, and Markdown, optimizing content across multiple platforms and use cases. Hannah has driven product development, launched a UX Content Design practice, and advocates for diversity and accessibility in tech. She actively mentors technical writers and content strategists, helping them develop robust documentation and design practices. Hannah continues to share her industry insights through her Medium publication, Content Strategy Adventures, establishing herself as a thought leader in content strategy and design. Where You Can Find Hannah LinkedIn: Hannah Kirk | LinkedIn Medium (Content Strategy Adventures) - https://medium.com/content-strategy-adventures Check out all 8 seasons of the Content Matters Podcast here: Ingeniux Blog | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

December 14, 2025Episode 1043 min

Valuable Friction: How to Reset Your Thinking for 2026

Robert Rose, Founder and Chief Troublemaker at Seventh Bear, a strategic marketing consultancy, wrote the book, Valuable Friction, in which he suggests that we all need to stop chasing the fast lane that AI and automation are driving and take some time to figure out what really drives us and makes us stand apart. Robert joined us on the final episode of the podcast to talk about what valuable friction is and the four motions of valuable friction: creative, strategic, operational, and relational. We also talked about how you can leverage one or more of these motions to differentiate yourself in 2026. About Robert Robert Rose is the Founder and Chief Troublemaker at Seventh Bear, a strategic marketing consulting firm. He is a fractional CMO and trusted marketing advisor, best-selling author, and founding member of the team that built the Content Marketing Institute into the leading voice for the practice of content marketing. Over the last decade, he’s worked with more than 500 companies—from ambitious startups to global giants—helping them elevate strategy and build marketing that matters. He leads workshops and keynotes around the world and co-hosts This Old Marketing with Joe Pulizzi, a top marketing podcast with downloads in 150+ countries. Robert has authored five books on content, strategy, and customer experience, and his Content Marketing Strategy course is the official certification program of the American Marketing Association. Where You Can Find Robert Seventh Bear: https://www.seventhbear.com/ Robert Rose Website: Homepage - Robert Rose LinkedIn: (1) Robert Rose | LinkedIn Book Valuable Friction: Valuable Friction - Robert Rose Check out all 8 seasons of the Content Matters Podcast here: Ingeniux Blog | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

November 17, 2025Episode 948 min

Model First, Scale Smarter: Why Content Foundations Matter

Content is the connective tissue of your entire organization—and a critical business asset. Yet too many companies build strategies without a strong foundation, leading to chaos, inefficiency, and now even more confusion with AI in the mix. In this episode of the Content Matters podcast, Carrie Hane, an independent strategy consultant, joined us to discuss why the right model from the start can make or break your content strategy. We explored how modeling reconnects organizations to their purpose, helps them zoom out to see the big picture, and provides a framework for both new and established content operations. Whether you’re just getting started or overwhelmed by content sprawl, this conversation will help you see how domain and content modeling bring order, alignment, and long-term scalability. Key discussion points: Why a company needs to reconnect with its original purpose when developing a content strategy. What domain modeling and content modeling are, and how they differ from each other? How domain modeling can help break down silos between marketing, product, and technical content teams? The biggest mistake companies make when they try to model their content? A lot of companies are drowning in content chaos, and AI is making things worse, not better. How do they reset using domain modeling and content modeling? About Carrie Carrie is a dynamic leader and creative problem solver dedicated to driving strategic impact through innovative solutions. With over 20 years of experience, she guides organizations in transforming to meet the evolving needs of their communities while leveraging cutting-edge technology to achieve meaningful results. As co-author of Designing Connected Content: Plan and Model Digital Products for Today and Tomorrow, Carrie has influenced how organizations adopt sustainable digital communications practices that maximize efficiency and long-term value. Her career spans roles at full-service digital agencies and as an independent consultant, where she has collaborated with cross-functional teams to develop scalable solutions and implement best-in-class strategies. Carrie has also led in-house teams, fostering alignment across stakeholders and establishing shared standards to deliver impactful outcomes. In addition to her consulting work, she teaches graduate-level courses on content management and modeling in the Content Strategy program at FH Joanneum University in Austria, helping the next generation of leaders to think critically and act strategically. Since 2011, Carrie has shared her expertise by publishing thought leadership, delivering keynote talks, facilitating workshops, and participating in podcasts and industry events around the world. She holds an MA in International Affairs from The George Washington University and a BA in Political Science from Northern Michigan University, providing her with a deep foundation in strategic analysis and cross-sector collaboration. When she's not working, you can find her at the pool swimming, on the river rowing or paddling, visiting her grown children at the beach or in the mountains, or hanging out with her dog, Zoie. Where You Can Find Carrie LinkedIn: Carrie Hane | LinkedIn Web: tanzenconsulting.com/blog Designing Connected Content: Plan and Model Digital Products for Today and Tomorrow: Hane, Carrie, Atherton, Mike: 9780134763385: Books - Amazon.ca Content Strategy Program at FH Joanneum University in Austria Check out all 8 seasons of the Content Matters Podcast here: Ingeniux Blog | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

October 27, 2025Episode 954 min

The Lowdown from the Largest Study of Content Operations in the World

A content strategy without content operations is just a nice idea. There is no content fairy who can wave a magic wand and make effective content happen at scale. The good news? We have content operations. And thanks to repeated research, Colleen Jones and the team at Content Science know a lot about what makes content operations work well. When executed strategically, content operations seem magically powerful to overcome the many challenges to scaling effective content in the age of AI. Colleen joined us for a conversation about the latest report based on surveys and interviews with more than 100 content professionals, leaders, and executives with top organizations like Apple, FedEx, Amazon, Thomson Reuters, AT&T, Mayo Clinic, and ServiceNow. Some the topics we discussed: What led you and your team to start studying content operations? And how long have you been studying it? How did you factor AI into this latest update of the study? Overall, what is the state of content operations today and why? What are the top obstacles to maturing content operations? And how do they compare to your past updates? What findings surprised you the most from this update? (Answer will be about AI.) In addition to using technology like AI, what are some of the other success factors in content operations? About Colleen A content expert and Star Wars fan, Colleen Jones is the president of Content Science, an award-winning firm where she and her team have advised or trained hundreds of leading organizations to become Jedis of content-led transformation. Colleen also served as the fractional head of content at Mailchimp during its high-growth period before its $12 billion acquisition by Intuit. A passionate entrepreneur, Colleen has led Content Science to develop the content intelligence software ContentWRX, publish the online magazine Content Science Review, and offer online certifications and training through Content Science Academy. Her firm also conducts independent research on issues like content operations, digital transformation, and content effectiveness. The third edition of her top-rated book The Content Advantage recently launched worldwide. She has earned recognition as a top LinkedIn voice and as a top instructor for LinkedIn Learning, where her courses have reached hundreds of thousands of professionals. Where You Can Find Colleen LinkedIn: (1) Colleen Jones | LinkedIn Website: Content Science Home - Content Science State of Content Operations: Content Operations Study - Content Science Book – The Content Advantage: https://content-science.com/publications/content-advantage/ Other Interesting Articles from Colleen: https://review.content-science.com/7-barriers-ai-roi/ https://www.linkedin.com/in/leenjones/ https://review.content-science.com/what-is-content-intelligence/ Check out all 8 seasons of the Content Matters Podcast here: Ingeniux Blog | Ingeniux See who's coming up in future episodes here: https://info.ingeniux.com/content-matters-podcast

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