Ep. 37 – Marketing to audience intent instead of the funnel w/ Ashley Faus

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

Our guest today is Steven Pemberton, a renowned researcher in the field of computer science and information technology. Pemberton is best known for his contributions to the development of the World Wide Web, particularly in the areas of markup languages and web standards. In this podcast episode, Steven and Noz discuss the future of web development and content strategy. This discussion untangles the complexities of web technologies, emphasising the pivotal role of structured content and the innovative approaches shaping digital experiences. "My fundamental point of view is that if it works, you should do it... My problems with AI is that firstly, there's no I in there yet, that it's machine learning but it's not artificial intelligence. So that you can't trust it." - Steven Pemberton

Omnichannel is the unification of engagement and communication strategies so that they complement each other – rather than run in parallel – to give the audience what they really need. That means orchestrating experiences across multiple touchpoints and aligning content, design, governance, and systems around people's journeys. Our guest today is Cliff Hazell. He's a founder, manager, and coach. Over the last two decades, Cliff has built a career dedicated to dismantling the barriers that impede exceptional work.  He seeks to cultivate the appropriate culture and systems necessary for the development of outstanding companies and product and says he’s trying to show brands the benefit of integrating everything you do, not just fixing one part. Omnichannel for the win, baby! He’s now based in Sweden, where he spent four years leading a team of coaches at Spotify during a period of significant growth, as the company expanded its workforce from 700 to 5000 employees before moving on to coaching private clients, particularly those experiencing rapid scaling.  His guidance is focused on helping them develop focus, leverage, and sustainable habits. We’re going to talk about what that exactly means and how you can do it during this episode. "If you automate stuff that is the wrong idea. You now have the bad things automated." - Cliff Hazell

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.