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Why it matters: Communicators often get stuck in tactical roles, but real value comes from strategic influence. In this episode, Bronagh Hanley, Partner & CCO at Preface Global, shares how she built influence at companies like Netflix and Discovery, and how you can too.
Key takeaways:
Ask "why" to uncover the strategy behind every communication.Build C-suite relationships by proving the business value of comms.Learn how one strategic move can shift your entire career.Go deeper: Listen to Bronagh’s insights on shaping corporate communication into a business-driving force.
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In this episode (part 2 of 2), we talk with Joanna Parsons about the power of measurement in internal communications. Joanna, author of Innovative Internal Communications, explains why many comms teams avoid measurement, how to align goals with business strategy, and practical ways to demonstrate value. We also explore how measuring impact can elevate internal comms from a tactical function to a strategic partner.
Why it matters:
Without clear metrics, internal comms risks being undervalued. Measurement shows leadership the real business impact — from reducing attrition to improving alignment.The big picture:
Effective measurement connects comms to outcomes that matter: savings, revenue, or employee engagement. It's not just about people listening — it’s about showing how comms moves the business forward.What’s next:
Learn how to build a measurement framework, communicate value to leadership, and start experimenting with data-driven strategies to strengthen your comms career. -
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Chris Willis and guest Michael Franklin, founder and executive director of Speechwriters of Color, dive into the complexities of communicating across a multi-generational workforce and navigating evolving workplace expectations.
Why it matters: Understanding how different generations interact in the workplace is crucial to fostering collaboration, increasing engagement, and driving organizational success.
The big picture: Good communication is universal, but tailoring messages to resonate with diverse audiences—across generational, geographical, and ideological lines—makes the difference between connection and miscommunication.
What’s next: Leaders and communicators must work together to bridge these gaps, ensuring every voice is heard while maintaining cohesion within the workforce.
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Chris Willis and guest Monique Zytnik author of Internal Communication in the Age of Artificial Intelligence, and Chairman of IABC EMEA as they explore the changing landscape of internal communications in an AI-driven world.
Why it matters: Internal communicators are pivotal in aligning communication strategies with organizational goals, fostering engagement, and reducing costs.
AI offers tools to enhance, not replace, human communicators, reinforcing their strategic role.The big picture: Leadership must champion effective communication to shape company culture.
Strategic internal communications are key in navigating tech-centric environments.What’s next: Discover practical examples of AI integration and the future of storytelling in leadership.
Monique Zytnik challenges communicators to influence leadership and question the status quo. -
Chris Willis sits down with Rachel Adam, Head of Brand and Communications at Sonar, to explore the critical role of strategic communications in shaping and amplifying brand identity.
Why it matters: Strategic communications are vital for aligning brand and comms to drive business success.
Effective storytelling can command the narrative and elevate your brand.Navigating internal and external messaging is crucial for maintaining a cohesive brand identity.Go deeper: Rachel shares her journey through B2B tech PR and the key lessons she’s learned.
From storytelling to navigating internal and external messaging, Rachel offers invaluable insights.Learn how to align brand and communications for business success.What’s next: Tune in to learn how to command the narrative and elevate your brand through effective communication.
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In this episode of WordBirds, Chris Willis interviews Dave Guarino, Head of Global Communications at Wolters Kluwer.
What it's about: Understanding the journey to a C-suite position in communications provides invaluable lessons for aspiring leaders.
Dave shares his transition from stick-ball fanatic to financial compliance to corporate communications.Offers practical advice on building a career in communications.The big picture: Strategic thinking and effective team leadership are crucial for success in corporate communications.
Dave emphasizes the importance of these skills in his roles as CCO.Yes, and: This episode is a must-listen for anyone aiming for the C-suite or just starting in the field.
Provides valuable insights on what it takes to succeed in corporate communications. -
In this episode of WordBirds, Chris Willis interviews Joanna Parson, CEO of The Curious Route and author of Innovative Internal Communications.
Why it matters: Joanna’s journey from a curious thinker to a leading internal communications expert offers valuable insights and practical advice on rethinking internal comms strategies.
Driving the news: Joanna shares key takeaways from her new book and discusses how curiosity can drive innovation and improve communication within any organization.
What’s next: Tune in to explore how these insights can be applied to enhance internal communications in your own organization.
Yes, and: This is part 1 of 2 episodes speaking with Joanna Parsons. Part 2, coming soon, focuses on the measurement of internal comms! -
Navigating crisis communications
In this episode of WordBirds, Chris Willis sits down with communications expert Roberto Munoz (Fannie Mae, HSBC, Tesco) to explore the critical role of crisis communications.
Why it matters: Effective crisis communication can be the difference between maintaining your brand's reputation and losing it. Roberto shares strategies from his experiences with major brands like Tesco and Fannie Mae.
Balancing speed and accuracy during a crisis.Ensuring your message aligns with your brand's values.Details: Roberto provides actionable insights to help businesses prepare for and navigate crises.
The importance of having a crisis communication plan.Tips for staying calm and focused under pressure.What’s next: Whether you're preparing for a crisis or navigating one, this episode offers valuable strategies to help your business emerge stronger.
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We're back with Season 6! And we're kicking off with Eleanor Hawkins, Axios Communications Strategist and writer of the Communicators newsletter. Eleanor spent years as a communicator in media and politics and now covers the topics and trends that impact how organizations, leaders, and employers communicate.
Listen in to hear Eleanor and Chris dig into the…
Changing role of the communicator over the last few yearsWays technology is changing how communicators workInsights from her reportingAs well as a sneak peak of upcoming topics you'll hear throughout this season of WordBirds.
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In this episode, we're thrilled to have Kristine Englert, Director of Customer Marketing at Mirakl, sharing her wealth of experience in the dynamic realm of marketing. Our host, Chris, dives into Kristine's journey, shedding light on impactful campaigns that transcend marketing channels.
Kristine kicks off by unveiling the secret behind her most successful campaign — a data-driven initiative that became a versatile asset across various marketing facets. Emphasizing the pivotal role of understanding your audience, after all it’s the linchpin between success and failure in marketing.
We discuss the intricacies of marketing with customers rather than just to them. Kristine unfolds the art of showcasing the mutual benefits of collaboration, debunking the notion of customers doing marketers a favor. Drawing from her experiences at Mirakl and Perfecto, Kristine shares anecdotes of both triumphs and learning opportunities, including the strategic blunder of misaligned campaigns and the lessons learned. After all, customer marketing should also benefit the customer too!
Join us as Kristine unravels the tactics behind creating content that resonates beyond marketing, the importance of customer-centricity, and the strategies to forge lasting relationships for mutual growth. This episode promises valuable insights into the evolving landscape of customer marketing strategy and the art of leveraging collaboration for enduring success.
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We consider the existential future of content on this week’s episode, with Phyllis Davidson — VP, Principal Analyst at Forrester — who doesn’t hold back in her Provocative Statement of the Day. We also cover everything from content experimentation and strategy to the future of the content landscape and role of generative AI, in this insightful interview with a content celebrity!
Primary and derivative content creation takes center stage as Phyllis unravels the success story behind the best content campaign she’s been involved in. Phyllis sheds light on why this model continues to be a game-changer for B2B enterprises, drawing from her rich experience as an analyst. She also advocates for more interactive content experiences to drive greater engagement.
As we venture into the realm of experimentation, Phyllis explains the potential power it could have if companies stopped using experimentation just for content promotion instead of the primary content asset itself. Later in the interview, Phyllis challenges conventional norms, offering a visionary perspective on a future where content as we know it might cease to exist — a real Provocative Statement of the Day (PSOTD)!
Join us as we navigate these thought-provoking topics with Phyllis Davidson, a distinguished expert from Forrester, in an exploration that transcends the boundaries of traditional content discussions.
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With such a crowded digital marketplace, how can your organization cut through the noise and build relationships with your messaging? Amanda Proscia has the answers in this episode of WordBirds.
This week we dive into the world of public relations (PR) and marketing with the Co-founder of Lightspeed PR/Marketing and bestselling author of PR Confidential: Unlocking the Secrets to Creating a Powerful Public Image, Amanda Proscia. With over 30 years of experience, Amanda shares her wealth of knowledge on the intricate dance between PR and marketing. One key take away is the crucial role PR plays in ensuring consistent and newsworthy messaging — and why PR should always have a seat at the marketing table.
The conversation unfolds into the essence of crafting messages that resonate with your target audience and media outlets. Amanda emphasizes the necessity of creating content that goes beyond mere marketing tactics, underlining the importance of newsworthiness. She introduces her three I's methodology — Innovation, Impact, and Insight — as a guiding framework to evaluate the likelihood of media coverage. This methodology serves as a compass for navigating the complex landscape of storytelling, offering a valuable perspective on how to engage with the news media effectively.
Join us as Amanda Proscia shares her invaluable insights, shedding light on the dynamic interplay between PR and marketing in the ever-evolving realm of public image creation and suggesting new PR strategies that go beyond conventional norms.
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How can we get customers to share their stories with us? For this conversation, Chris spoke to Christine Bottagaro, Chief Marketing Officer at Alviere.
We delve into the strategies behind unlocking the invaluable narratives of happy customers and how to transform them into compelling case studies and brand advocacy. And here’s a hit, it’s all about working with your customers instead of asking them for favors! There’s an art to enticing customers to share their stories authentically and the significance of weaving these stories into the fabric of your organization.
Christine also explains how content weaves its way through your entire organization — meaning no department, not even accounting, can risk deviating from your messaging. Because ultimately, content reverberates as much internally as it does externally, and consistency fosters a sense of unity and identity. Christine explores the power of internal communication in driving brand perception and understanding across your organization, which means every content touchpoint is another opportunity to connect with both your internal and external audiences.
In her Provocative Statement of the Day, Christine suggests that marketing needs to carry a revenue number, just like sales do. Because a shift towards measurable accountability emphasizes marketing's contribution and is essential for a holistic understanding of its impact. Join us as we explore these key insights, unlocking the secrets to successful customer advocacy, internal communication, and the evolving role of marketing in today's dynamic landscape.
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This week’s guest, Chip Rodgers, Chief Partner Officer at WorkSpan, believes that content is all about community. You have to know your target audience to engage them and build meaningful connections. So how do you create content that cultivates community? Chip has the answers in our interview and educational content has a big role to play — especially in terms of how it can drive conversions.
Chip also draws from his extensive background in marketing to explore the intersection of marketing strategies with partnership initiatives, shedding light on the synergies that help you meet your business goals and drive success. We talk about the challenges, opportunities, and similarities that span across harmonizing marketing and partner strategies.
From creating comprehensive guidebooks to navigating the landscape of paid inbound links, Chip unveils the lessons learned and the strategies that have proven most effective. Join us for a deep dive into the dynamic realm where marketing and partnerships converge.
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Branding is more than just a logo or a catchy slogan; it's the personality and identity of a company. It's what distinguishes your brand from your competitors and connects you with your target audience.
In today's episode, Julie Kaplan (Senior Vice President, Marketing and Revenue Operations at CareMetx) explains how at the heart of effective branding lies consistent content. Consistent content is critical for brand success and strong brand identity — you have to be more than visually consistent to establish brand recognition with your potential customers.
Julie also suggests that the worst content campaign is the one you don’t do. After all, you can’t learn from inaction and often the best marketing strategies come as a result of trial and error. We also explore Julie’s most successful content marketing campaign and how by providing educational value to your customers you build trust.
So, grab your favorite beverage and let's dive into today's episode and unlock the secrets behind building brand recognition through the magic of consistent content!
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In today's conversation, we delve into the evolving dynamics between long-form and short-form content, guided by the expertise of our guest, Isabelle Papoulias — SVP Global Marketing at BackBox.
Isabelle sheds light on a fundamental shift in the way today’s consumers engage with content, especially during the era of information overload. The conversation centers on the value, or perhaps the lack thereof, of long-form content. Isabelle's insights and experiences offer a fresh perspective on the never-ending quest to strike a balance between content quantity and quality, a topic that every marketer grapples with.
Isabelle also challenges the concept of the buyer's cycle versus the traditional sales cycle. Isabelle reminds us that as marketers, our primary goal isn’t merely to sell but to empower buyers, making their journey smoother and more informed. The shift from selling to facilitating the buying process is a pivotal change that marketers are embracing.
Finally, we touch upon the PSOTD (Provocative Statement of the Day) shared by Isabelle: "Less is more with sales content" — more on that to come! Stay tuned for a dynamic discussion, offering valuable insights into the world of marketing strategy and the evolving roles of marketers in the digital age.
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How do we move from guesswork to governance in the AI generated content era? How can we ensure the quality and relevance of content while harnessing the power of AI to scale production?
For this episode, we’re turning the tables on our host, Christopher Willis, who will be the guest and our producer Charlotte Baxter-Read steps in to host (and quiz) Christopher. Be prepared to discuss the ever-evolving landscape of content creation, AI content creation tools, and the pivotal role of governance in shaping the future of high quality content.
Christopher, who holds the unique roles of CMO (Chief Marketing Officer) and CPO (Chief Pipeline Officer) at Acrolinx, shares his insights into the dynamic interplay between AI-driven content and the need for robust governance strategies. And in his “Provocative Statement of the Day” Chris claims that sometimes it doesn't even matter what the content is.Join us as we explore the challenges and opportunities presented by training generative AI on your own content, balancing automation with human oversight, and crafting content that truly engages your target audience. From spurious correlations to the impact on brand reputation, this episode promises a candid discussion on the critical role of content governance in shaping the future of content creation.
So, without further ado, let's dive into the fascinating world of AI-driven content and the journey from guesswork to governance with Christopher as our guide.
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Is it time to rethink the value of press releases? And what if marketing reported to communications instead of the other way around?
In this episode, we delve deep into the intricate world of communications and marketing strategy. Our guest, Nikki Festa O’Brien — President of the brand marketing and PR agency Greenough — challenges conventional thinking and offers a fresh perspective on corporate hierarchy.
Nikki argues that, rather than marketing being at the forefront of corporate strategy, communications should take the lead. Her reasoning is rooted in the pivotal role that communications play in shaping the messaging, ensuring consistency, and managing the company's image during critical moments, such as crises, product launches, or executive transitions.
This episode not only challenges established norms but also highlights the necessity of harmonious collaboration between these two essential functions. So, join us as we contemplate the future of corporate leadership and strategy in the quest for a strong brand identity.
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In the ever-evolving landscape of B2B marketing, we want to know: Is the primary goal of content marketing to generate leads and conversions, or does it encompass a more profound awareness mission?
We dive into this topic with Flora Felisberto, Senior Director, Global Growth Marketing & Operations at OutSystems, someone who’s not afraid to challenge the status quo. Flora believes thought leadership should take center stage in the realm of content marketing. We explore one of Flora’ successful thought leadership campaigns that served as a conversation and lead catalyst and why great thought leadership content is an authentic path to revenue.
Flora also explores the concept of the "dark funnel," a realm of marketing often shrouded in mystery. Discover how thought leadership is the key to unlocking its secrets, reaching your target audience, and ultimately driving success in the ever-competitive B2B SaaS industry. And also why just relying on gated content in demand generation campaigns leads to a poor quality pipeline.
Buckle up as we embark on a journey that challenges the very essence of a content marketing strategy, urging us to shift our focus from gated content lead generation to the impactful realm of thought leadership.
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Are you asking the right questions to find out the reasons why you’re creating a piece of content? And once you’ve created that piece of content, is good enough good enough?
In this captivating interview, we delve into the world of marketing and content creation with Gabi Zijderveld, Chief Marketing Officer at Smart Eye. Gabi shares her insights on two essential marketing tactics: the power of adaptation and the embrace of imperfection.
The interview kicks off with Gabi recounting an extraordinary experience she led—a virtual book launch and tour during the challenging times of the COVID-19 pandemic. Gabi faced the daunting task of pivoting from traditional in-person events to a virtual platform. She explains how they not only successfully adapted to the new circumstances but also exceeded their own expectations, reaching a global audience in unprecedented ways.
Gabi also advocates for a refreshing concept—'good enough' content. She challenges the common pursuit of perfection and argues that, in many cases, striving for 100% perfection can hinder progress and waste valuable time. Instead, Gabi suggests that marketers should focus on creating content that meets the target market's needs and serves its intended purpose.
Join us as we unravel tales of innovation, resilience, and the pursuit of excellence in marketing, guided by Gabi's valuable experiences. Discover how the art of adaptation and the acceptance of imperfection can lead to marketing success in today's dynamic landscape.
- Visa fler
