B2B Content Experience

It's a new year! Are you ready to take your B2B content to the next level?

The Tendo team spotlights key trends and best practices that should be top of mind for content strategists and marketers. Hear content guidance—across eight main categories—to help you stand out from the crowd and exceed your goals in 2023:

• Brand journalism with Karla Spormann [0:43]
• Omnichannel with Lindy Roux [6:07]
• SEO with Amanda Haxton [10:00]
• Micropersonalization with John Dorsey [14:20]
• Scaling content with Zach Edling [18:10]
• Content ROI with Kourtney Kovanis [24:00]
• Use cases with Lisa Park [28:45]
• Privacy-first content marketing with Kim Celestre [32:42]

Want to learn more about these topics? Check out these resources:
8 Recommendations for Better Content in 2023
How to Unleash Your Omnichannel Content Strategy
Unlock One-to-One Personalization With Structured Content
How to Create Content Faster Without Losing Your Mind
Why Are More Marketers Investing in Content Audits?
Use Case or Case Study? When to Use Each in Your Content Strategy
Build Trust With Privacy-First Content Marketing
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Let’s talk AI. What does it mean to B2B marketers? How does it affect SEO and content ops?

In the first part of our AI segment, join the Tendo team as we discuss:

• AI usage opportunities for marketers and content strategists
• The ominous “zero click threat” of AI’s impact on SEO
• Why gen AI has been compared to the “iPhone moment for the enterprise”
• Real-world use cases of AI in content operations

In this episode, Tendo CEO and founder Karla Spormann joins EVP and partner Lindy Roux as they discuss customization, creativity, and connectivity—and usage opportunities such as content assessment, taxonomy, and personalization.

Karla and Lindy bring in Tendo’s resident SEO expert Amanda Haxton, who discusses AI-driven changes in the search landscape, including user behavior and the infamous “zero click threat.”

For the Research Roundup, Tendo’s content and marketing strategy lead Kim Celestre shares insights from Stanford’s expansive Annual AI Index Report—how AI affects marketers, content creators, and the most common AI use cases in sales, marketing, and service operations.

Tendo editor Ariana Vazquez wraps up this episode by examining AI in the wild. She’s joined by senior content strategist and AI expert Elizabeth Smith Fong to discuss real world examples, applications, and business use cases for AI.

Resources

• HBR article
• Artificial Intelligence Index Report, Stanford University
• From “no” to “yes”: How Intuit uses generative AI to accelerate work
• Why You Need an AI Content Playbook

Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.

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In today's episode, we switch gears from AI and dive into the importance of authenticity, especially in 2024 marketing. Karla Spormann, Tendo CEO and Founder, and Lindy Roux, Tendo EVP and Partner, discuss how human-centered storytelling can be the golden ticket to brand authenticity, the impact of AI from the consumer’s perspective, and the importance of understanding your audience.

Next, Content and Marketing Strategy Lead Kim Celestre shares insights from Breakthrough Research's, How To Build (And Measure) An Authentic Brand in the Research Roundup.

Lastly, Tendo Editor and Content Strategist Ariana Vazquez takes the stage in Content in the Wild to highlight some prime examples of bold storytelling, from Salesforce to Macy’s to United Airlines to Red Bull.

Resources

• Breakthrough Research's, How To Build (And Measure) An Authentic Brand https://bthrough.com/wp-content/uploads/2023/05/Breakthrough-Brand-Authenticity.pdf
• “The Great Data Heist” :60 | Ask More of AI with Matthew McConaughey | Salesforce: https://www.youtube.com/watch?v=EmyqOyCXnt0
• "Macy’s prioritizes contextual relevance and segmentation over 1-to-1 email personalization, says VP" | https://www.emarketer.com/content/macys-contextual-relevance-segmentation-email-personalization-vp

Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.

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In this month's B2B Content Experience podcast, brought to you by Tendo Communications, we focus on how to tackle the challenges and opportunities that arise during company acquisitions.

Host and Content and Marketing Strategy Lead Kim Celestre introduces Lindy Roux, Tendo EVP and Partner, and Simon Mathews, Tendo VP of User Experience, as they share their insights with brand integration and content migration following acquisitions. In this first segment, Simon and Lindy reflect on Tendo’s firsthand experience acquiring PointOne Digital, a user experience design agency co-founded by Simon. They highlight the importance of preserving brand equity, seamless customer experience, and strategic prioritization.

Next, in the Research Roundup, Kim presents a compelling statistic from McKinsey & Company that underlines the critical role of content integration in achieving growth.

Finally, Zach Edling, VP of Account Services, joins Ariana Vasquez for the third segment—Content in the Wild. Zach and Ariana discuss the practical aspects and importance of brand integration from the client's perspective, sharing insights from Tendo's acquisition journey. Together, they emphasize the need to elevate, rather than diminish, customer experience throughout this complex process.
00:00 Introduction to B2B Content Experience

00:15 Challenges of Digital Experience During Acquisitions

00:25 Insights from Lindy Roux and Simon Mathews

01:37 Brand Integration Strategies

05:28 Importance of Customer Experience

07:00 Practical Considerations and Prioritization

12:49 Research Roundup: Brand and Content Integration

16:51 Content in the Wild: Expert Insights

26:40 Conclusion and Wrap-Up
Resources
McKinsey & Company: Choosing to grow: The leader’s blueprint
Credits
Producer: Edie Frederick
Sponsored by Tendo Communications, an end-to-end B2B content and UX agency. We plan, design, create, and optimize integrated content experiences that help you drive business results.
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Ready for some myth busters? Let's do this! In part two of our Structured Content episode, Carrie Hane the Head of Content Strategy Relations at Sanity.io, and Lindy Roux, EVP and Partner Tendo Communications, bust some common misperceptions about structured content:

• Is a steep learning curve required to enable structured content? [1:17]

• Does structured content limit freedom and flexibility? [4:57]

• What functions and roles benefit from structured content? [8:45]

• Where can one go to learn more about structured content? [15:50]

Resource links:

“Designing Connected Content, Plan and Model Digital Products for Today and Tomorrow”

What is Information Architecture

Tendo Glossary: Structured Content

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Stock music for this podcast is provided by juqboxmusic, from Pond5