We’ve had a right old chat with James Ainsworth. James is the Global Head of Content at iManage. If you ever wanted to build a global content marketing engine, James is the go-to expert! So of course, we had to get him on the pod. We talk about everything from strategy, process, t-shirt sizing to content kpis.

Throughout our discussion, James shares invaluable insights on content framing for different audiences, the significance of feedback and the art of incorporating AI in a manner that truly enhances the experience. We’ve compiled his biggest takeaways from the episode, let’s get into it.

Takeaway #1: Humans will always have a role

Of course we had to talk about AI with James. He mentioned that there are different audiences and areas of concern when using AI-generated content. James will never publish something that is entirely created with generative AI, but he does believe in incorporating AI responsibly whilst still recognising that us humans still have a role, who else is going to add that human touch?

What was fascinating to learn was the willingness of content leaders like James to learn incorporate AI into their organisations, but not at the expense of content quality. If it can improve a process, save time or provide other benefits – that’s great! Ultimately though, an experienced writer or editor in his team, will always have the final say.

Takeaway #2: Content strategy and process is vital

With the benefit of experience, James talks us through transitioning from agency work to an in-house role brings the challenge of managing input from various stakeholders. It’s important to manage expectations and engage the appropriate individuals at the right times for each content deliverable.

James prioritises content strategy and organises his team around strategy, production and distribution. He emphasises the importance of strategy in guiding production and considering the bigger picture of content beyond tactical approaches. He uses Asana as a customised project management tool to collect detailed requirements, helping his team with faster delivery. It’s great as well because you can use the tool as a reference for past work and analysis. 

To estimate effort, he uses t-shirt sizing (more commonly used by developers). A simple approach that everyone understands, as well as helping manage expectations and meet requirements from marketing, customer success and people ops teams. This comprehensive approach ensures a well-coordinated content strategy, efficient production and effective expectation management for stakeholders.

Takeaway #3: The value of content KPIs

James goes on to talk about what effective content looks like for him and his team. As well as having internal team processes and feedback loops, he talks us through the importance of working with internal operations teams to understand how their content is landing. 

At iManage they use content relevancy (CRX data) scoring as well, which is a database of all the keywords, phrases and language their audience uses – an incredible tool to make sure they stay on-brand.

What’s next? Establishing feedback loops. Is the content relevant or useful? iManage are now working with Rockee to understand what users really think of their content. James talks us through the excitement in being able to optimise quicker and ensure their content lands well with their audience

(editor note: one month in – their case studies are killing it with readers!!)

Matt’s bangers

So it’s now time for James’ favourite piece of content (it’s also one of our favourite pieces too!) Of course it’s the Michelin guide to restaurants. The objective was straightforward and ingenious: to encourage increased driving and tire wear among the people of France.

How did they do this? They created the famous Michelin Guide to Restaurants. It offered invaluable resources such as maps, tire repair and replacement information, and a comprehensive directory of restaurants, hotels, mechanics and gas stations along popular French routes. They had created a winner. 

While the Michelin guide has evolved over time, its brand and objectives have found resonance in the modern context of raising restaurant profiles. The story of the Michelin Guide exemplifies the triumph of strategic creativity, the power of comprehensive execution and the art of extending a successful concept. Everyone’s aware of the Michelin Guide, it’s a true icon in the content marketing world, that people are forever referencing.

The sausage of death

James shared his ‘Sausage of Death with us’ and it’s a real stinker. Live blogs. They’re often used for events that don’t actually require real-time updates. He’s not a hater of them, James even has a history of live blogging. He once live blogged for 24-hours during a general election. However, since the election resulted in a hung parliament and the live blog had to be extended, he quickly realised that maybe live blogging isn’t the one. 

A more recent example of live blogging going south, was for a Lewis Capaldi gig. A live blog was created by James’ local newspaper – where they covered an online ticket queue, but it’s Lewis, so of course the tickets sold out in a matter of minutes. A bit of an anti-climax for the bloggers right? So as expected (or not expected), the live blog ended shortly after. Cool blog bro?

James suggests that it would have been more suitable to cover a physical queue with interactions and interviews. It’s crucial to match the format with the content and objective.

What’s next

Thank you to James for joining us on the podcast. We’re going to keep talking to guest experts about what truly great content looks like, so keep your eyes and ears peeled.  

Let us know your ‘Matt’s Banger’ and ‘Sausage of death’, there’s no wrong answers!

Watch the episode with James here, or give it a listen here.

We recently sat down and had a great chat with Jess Crandon for The Sausage Factory podcast. Jess is a Senior Analyst at Salesforce, we’re long term fans as she’s the absolute boss when it comes to copywriting, marketing and content experience.

During our conversation, she shared her exciting journey in the world of content, dropped some insights on the potential perils of not-so-great content, and spilled the beans on how she leverages feedback to create top-notch content.

Don’t worry if you don’t have time to listen to the whole episode. We’ve pulled out all the juicy bits from the recording with Jess, so you won’t miss a thing.

Takeaway #1: It’s a thin line between great & terrible

Witnessing the content marketing landscape in flux, Jess couldn’t resist sharing her thoughts, here’s her take. The world of content marketing is at a crossroads, teetering between greatness and disaster. Enter Chat GPT, the AI powerhouse that has really shaken content marketing up. From creating ‘content’ in a matter of seconds to potential job losses, it’s got a few people feeling hot under the collar and not in a good way. Its arrival swiftly transformed the content experience we once knew. 

The gap between AI dependent companies and those turning a blind eye is widening. Some companies will be promising dirt-cheap content at scale, but Jess points out you’ll be able to sniff out the robotic touch in no time. These companies risk losing their human touch. Authenticity, vulnerability, and personality are what connect people. Can AI truly replicate these qualities? 

Don’t get us wrong, AI has incredible potential for positive applications too. Jess recently discovered a post on LinkedIn where someone shared a content brief with ChatGPT. However, they dismissed the ideas it generated, not wanting to move forward with an idea that AI came up with so easily. If a robot can create it, they wouldn’t be sharing it with their client. 

So, let’s try thinking outside the box a little when it comes to using AI for our content marketing. The next few years are going to be intriguing. Content experience is changing, what side will you be on?

Takeaway #2: Align with marketing and sales teams

Let’s delve into the realm of feedback loops and explore how Jess effectively prioritises input from her colleagues to shape and enhance her content strategy. When it comes to reviewing content retrospectively, it’s important to be close to your performance marketing team, making sure there is an open feedback loop. This will allow you to start building a bank of what works and what doesn’t work in your approach to your content marketing.

Even better if you’re working with a demand gen team, be so tightly aligned, so they can inform you straight away of metrics and trends on what worked. It’s all about not being afraid to ask for feedback on the results, it’s only going to benefit you and your business. 

The feedback from sales is invaluable when it comes to validating the impact of content during the crucial stage of prospects converting into customers. Hearing sales representatives say things like, “That customer story you created helped us close a deal” or “This format with quotes is incredibly useful” provides concrete evidence of the content’s effectiveness. Understanding how sales utilises the content further reinforces its value and confirms future content strategies.

Takeaway #3: The reader is number one

When creating content, many people may approach you, eager to add their two cents. From stakeholders to brand managers and designers, you name it, everyone wants to have their say. However, it’s crucial to consider the reader’s perspective. 

Would the content you’re creating resonate with whoever is reading? If not, don’t bother. Your biggest responsibility as a content marketer is to understand the reader. If you need to have those tricky conversations with other stakeholders to highlight why certain points shouldn’t be reflected in the final piece, then so be it. The reader comes before anything.

Matt’s bangers

Jess shared her all-time favourite piece of content, or in a section we like to call ‘Matt’s Bangers’. She stumbled upon it 3 or 4 years ago, and it left a lasting impression. It’s called ‘The Ultimate Guide to Building a Business Case” by Juro (Law tech startup). “They created this amazing piece of content. It’s massive, it’s super long, but it’s the most in-depth piece of content I’ve ever seen”.

This comprehensive and in-depth masterpiece walks you through every step of creating a compelling business case for purchasing technology. It provides all the necessary components, complete with examples and guidance on involving the right stakeholder at each stage. 

It really inspired Jess, “I think after having read this ebook, I was like, I’m actually looking forward to writing a business case”. It’s a pretty great content experience.

The sausage of death

Every week, we invite guests to reveal their ‘Sausage of Death’—a remarkably dull content piece that left a lasting negative impression. Jess’s Sausage of Death? Google search results. In her eyes, content marketers have now ruined the content experience for everyone. Marketers solely tailor content for SEO purposes. 

Finding valuable content now requires dedicated search efforts. There’s immense potential for improvement and sharing valuable content, but currently, it’s missing the mark. The truly valuable stuff isn’t even making it to page one. It’s a real shame.

What’s next

A massive thanks to Jess for joining us on the podcast! Moving forward, we’ll keep exploring what truly great content looks like with a number of guest experts, just like Jess.  

We’re eager to hear your take on the AI takeover, along with your nominations for ‘Matt’s Bangers’ (content you love) and something you’d rather not have seen (the dreaded Sausage of Death).

Catch the full episode with Jess – watch here, or give it a listen here.