Omnichannel by OmnichannelX

Ep. 30 – Unlocking the power of structured content in Life Sciences w/ Regina Lynn Preciado

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.

Ep. 29 – Mapping content ecosystems w/ Scott Kubie

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.

Ep. 28 – Content modelling beyond the tech: User needs first w/ Michel Andrews

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.

Ep. 27 – Cracking the content management conundrum w/ Jeff Eaton

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.

Ep. 26 – Content modelling in the age of headless CMS and AI w/ Larry Swanson

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.

Ep. 25 – Strategic content design for people and machines w/ Are Halland

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

Ep. 24 – Actually bridging departmental silos: A cross-team case study at Autodesk w/ Alissa Briggs

In this episode, we hear from Alissa Briggs, Design Leader at Autodesk.

Alissa takes us on a journey from her startup experience at PlanGrid to joining Autodesk, sharing how collaborative design thinking transformed their approach to product development and customer value.

What you will learn:

• Align marketing and product messaging for a seamless customer experience.
• Overcome organizational silos to scale your business through effective collaboration.
• Use design thinking for impactful product transformations.
• Harness customer-centricity to drive growth and expand business value.
• Gain insights into Autodesk's shift from point solutions to a holistic ecosystem.
• Master collaboration and governance for omnichannel customer experience excellence. 

Ep. 23 – You can’t break silos, but you can connect them w/ Jael Schultz and Audrey Hamoy

In this episode, we hear from Audrey Hamoy and Jael Schultz from American Express. 

Noz engages in an in-depth discussion with Audrey and Jael, content strategy professionals navigating the complex terrain of cross-channel consistency. They unpack the challenges and share the strategies they have employed to create a seamless communication experience across various channels. 

They discuss the importance of consistency in communication, documenting processes, collaborative efforts, and how to kickstart your journey to better omnichannel communication.

What you will learn:

• How to master the art of cross-channel communication consistency
• How to leverage documentation for efficient decision-making
• How to boost process efficiency through regular collaboration and meetings
• How to choose accessible documentation tools for enhanced team usage
• How to embrace the journey, not the destination, in omnichannel communication.

Ep. 22 – ContentOps and sustainability: Good for omnichannel and the Planet w/ Rahel Anne Bailie

In this episode, we hear from Rahel Anne Bailie, Executive Consultant at ICP.

In this podcast, Noz and Rahel delve into the critical role of digital professionals in the quest for carbon neutrality.

Greenwashing is out. Net zero is in. Brands are being called upon to show their carbon footprint reduction and report their progress to investors, clients, and the public. With technology usage generating a heavier carbon footprint than the airline industry, brands can no longer claim that "going digital" is helping to save the planet.

 

As professionals in the digital space, the time has come to contribute to the organisational strategies that include sustainability for content assets. From how we create, produce, and deliver content and how we store and search that content, to how we design the user experiences, can make a contribution to those initiatives.  Presenter Rahel Bailie runs through a baker’s dozen ways to look at in the quest to become carbon neutral – for the good of the company as well as the good of the planet.

 

What you will learn:

• How to find carbon reduction areas in the content lifecycle
• Easy ways to gain efficiencies while reducing the carbon footprint
• Ideas for getting closer to net zero while improving the user experience

 

Ep. 21 – Omnichannel first steps at Dechra Pharmaceuticals w/ Thomas Molenaar

In this episode, we hear from Thomas Molenaar, Head of Marketing at Dechra Pharmaceuticals. 

Noz and Thomas discuss Dechra’s initial steps to implement and build the necessary infrastructure, processes, and platforms to support their omnichannel aspirations.

Join us as we delve into topics such as data integration, process integration, channel strategy, and the human side of this complex operation.

This episode serves as a roadmap for those at the beginning stages of their own omnichannel journey, providing a firsthand account of the hurdles and steps involved.