In this inspiring episode, host Kevin P Nichols welcomes back Gina Balarin — TEDx speaker, author, and communications expert — for an insightful discussion on authentic leadership communication. Together, they explore what it truly means for a CEO or any leader to find and use their authentic voice. Gina shares why empathy, storytelling, and emotional resonance are essential for leaders today, and how these elements can help organizations build deeper connections with their audiences.



Throughout the conversation, Gina explains how leaders often struggle to communicate authentically after years of corporate conditioning, and why overcoming that barrier is vital to inspiring trust and driving real impact. She reflects on her own experiences coaching C-suite executives to express themselves more clearly and with greater emotional depth, showing how content strategy and executive communication intersect in meaningful ways.



The discussion also dives into the growing importance of video communication in today's digital landscape and customer-generated content's role in creating brand authenticity. Gina emphasizes how vulnerability, balanced with strength, can transform organizational communication, building lasting trust internally and externally.



If you are a leader, communicator, content creator, or simply passionate about the power of authenticity, this episode offers invaluable knowledge and motivation.



Gina Balarin is a passionate corporate storyteller with over 15 years of marketing and leadership experience. She is a marketing consultant, working primarily with B2B technology companies. Previously, Gina worked as a content marketer and a marketing director. She is the author of hundreds of blog posts and too many B2B case studies to count. Gina speaks regularly on panel discussions and at marketing conferences and counts herself lucky to have spoken at TEDx. She blames her success on having been on stage in various guises over the years, doing everything from being a magician's assistant and performing lead roles in ballet and drama productions, to having worked with top C-level executives and entrepreneurs. She has a Master's Degree in Education in the subject of Management Communication, is a Chartered Marketer and Member of the Chartered Institute of Marketing, has a BA (Hons) in Linguistics and English Language, and a BA in Drama and Linguistics. Currently, she continues to help companies create soulful content as the Founder and Director of Verbalilistics, a B2B marketing communications agency.



Gina's Info: 

Gina's Linkedin: ⁠https://www.linkedin.com/in/ginabalarin/⁠ [https://www.linkedin.com/in/ginabalarin/] 

Gina's Other Links: ⁠https://linktr.ee/Gina.Balarin⁠ [https://linktr.ee/Gina.Balarin]



Kevin's Info: 

Kevin's Website and Blog: ⁠https://bit.ly/3in284l⁠ [https://bit.ly/3in284l] 

Kevin's LinkedIn: ⁠https://bit.ly/3xn9SHG⁠ [https://bit.ly/3xn9SHG] 

AvenueCX Website: ⁠https://bit.ly/3lsSFdR [https://bit.ly/3lsSFdR]

Episode 21 - The CEO’s Voice: Authentic Leadership Communication with Gina Balarin

Throughout this podcast, we have continued to highlight the role of content in the customer experience. Whether through technical documentation, product descriptions, or webpage personalization, content guides the customer in every interaction with a brand. But what role does content play to internal stakeholders such as employees or B2B clients?



In this episode of "All Things Content," host Kevin P. Nichols discusses with Gabe Weiss of CXify the idea of "business experience content". Gabe dives into the importance of effective asset management and collaboration within organizations, sharing a case study of a company struggling with lost marketing assets due to employees storing files on personal hard drives instead of a centralized system. The company developed a centralized brand and campaign management portal to address this, allowing easy access to templates and source files. The conversation also touches on the concept of business experience, emphasizing how employees collaborate and work together, and the need for digital systems to streamline these processes. The discussion highlights the role of company culture in shaping effective work practices and the importance of investing in employee-centric environments to enhance overall brand value and customer experience.



Gabe Weiss helps companies modernize and innovate customer experiences. Through co-creative human-centered design methods, he enables organizations to design better business and product experiences that unlock value and build resiliency and agility. As a seasoned leader, Gabe has led sizable cross-functional teams serving large integrated programs in complex environments across industries. He has built and matured experience consulting/strategy teams and enjoys mentoring team members. Over his 27+ year career, he has helped Fortune 500 brands across financial services, insurance, retail/commerce, telecom, automotive, and manufacturing, while working at leading companies such as Sapient, R/GA, and Capgemini.



Gabe's Info

Gabe's LinkedIn: https://www.linkedin.com/in/gabeweiss/

CXify Website: https://www.cxify.cx [https://www.cxify.cx/]



Kevin's Info: 

Kevin's Website and Blog: https://bit.ly/3in284l  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbkVsekswYjVoaUhXV3NRcTJ3d3JVckhLZklTZ3xBQ3Jtc0tsb0t6ZkhFN2hVU3hUV3hPazQ4aUZwbE5Wc185eW9uZmpCeFo3dXUzeFB0c1FuUmNFWnRFRS1rR0dweGVBZWVXUFFjSFMzeFdmeldfYzRYYVRPV00zamJzNGtzcjRVMU1nRTRGRUpHcnk3RnQtdk5XNA&q=https%3A%2F%2Fbit.ly%2F3in284l%C2%A0&v=A57mhSI7_us]

Kevin's Twitter: https://bit.ly/3jhscNG  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbEpzZUctMEY2N3ZSWEp4aWk3cFJtZUN3UlE1Z3xBQ3Jtc0tuV2xDZUM5UzZCX3pCVFQ4ZkFoMThHYVlWc1pNS1QySkZGQk1ZTTlneDQ0SkZFOE9NQzlGRHF6QmtHdkNyX1BmLTV2dnJqTXV6aXg1cFMwUjJuWmZCaUdDWVRycVA5OTlmOXlLaWVfaWNFaExEN2JxWQ&q=https%3A%2F%2Fbit.ly%2F3jhscNG%C2%A0&v=A57mhSI7_us]

Kevin's LinkedIn: https://bit.ly/3xn9SHG  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbHpkOElrQzVIS0FfaUtCREQwUHNhRk8yRll1d3xBQ3Jtc0ttNFR1SUpnT0cxSUs0YVhDZExZVnZ6dkVNc2daZzNFeWdGa0Nnb3ZXRDdvdjFNeWkxeFpRbm1FX1VqWDVBMGVuQnUzTExaWWJyTGd4aC11UzFBci12OXpLWkNPMFFXOEpSRmNKSjBNd0tKRFA0SUtmcw&q=https%3A%2F%2Fbit.ly%2F3xn9SHG%C2%A0&v=A57mhSI7_us]

AvenueCX Website: 

Episode 20 - BX Content: Unique Content for Business Experiences with Gabe Weiss

One of the first purposes of the Internet was to be a tool to foster and empower communities. What was first nurtured through chat rooms and forums has exploded into countless ways for people to connect, from social media to video chats to event pages. While online communities are often created for recreational purposes, they can also be utilized for business. What are these business purposes, and how are they implemented in a large organization?



To answer this question, Kevin P Nichols interviews Danielle Miller, Director of Community Content at Workday. The discussion revolves around the importance of community in digital spaces, particularly for companies like Workday that provide enterprise cloud applications. Danielle shares her background in English and Creative Writing, emphasizing the need for effective content strategies that cater to user experiences. The conversation highlights how communities can foster learning and engagement among users, allowing them to share insights and solve problems collaboratively. They explore the balance between user-generated content, the necessity for moderation, and the role of technology in enhancing community interactions. The episode concludes with a reminder of users' evolving expectations for digital content and the importance of creating accessible, engaging experiences. Overall, the dialogue underscores the value of community in enhancing customer satisfaction and knowledge sharing.



Danielle Miller has spent the past 12 years at Workday, where she now holds the position of Director of Community Content Experience. She holds an MFA in English and Creative Writing from Mills College, a BA in English from UC Santa Barbara, and a minor in French. 



Danielle's Info:

Danielle's LinkedIn: https://www.linkedin.com/in/daniellehmiller/



Kevin's Info: 

Kevin's Website and Blog: https://bit.ly/3in284l  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbjdiaGI3Y2dSZ2RGVTlJdlRYeEVZZkNQWjFkUXxBQ3Jtc0ttQkVxd3BoaVozQ0ZhY2UteGR5T3ZyRlVOal9adEdTNWItRmV0QURvdjhFcmdlRW9Db3p2cFZZcjh0MWlPMnlEM3BOMDFpWmx1b3JNbkwwVHQxc2Y5WlU5Sno0S0RGaWZMOWVmZFlHUGo0SGtPVmFjRQ&q=https%3A%2F%2Fbit.ly%2F3in284l%C2%A0&v=ExV2BzDI7xk]

Kevin's Twitter: https://bit.ly/3jhscNG  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbUJMU2RFa2E0XzRHTklKRnIyVjBjQUxyT2ZWZ3xBQ3Jtc0ttQlpydnJkRUtJUWFkNExVTUNCWFo0eFlrN0FoclVVS3k1ei1FcENzbmRNSU5kLWdMOFpzWXlCNXJDZmxJY3Nwd2JlUWRxQ1RNdVljZkx4ZWNuT3F0bUlLZTJKN1d0dGE5N0ZtcFR3OWgtaDBlQjluMA&q=https%3A%2F%2Fbit.ly%2F3jhscNG%C2%A0&v=ExV2BzDI7xk]

Kevin's LinkedIn: https://bit.ly/3xn9SHG  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa1VTRmY4YnpyYlEtMG5XRjhpM04tTVlHT09XZ3xBQ3Jtc0tsejZVTjI3OGd3S1h4QTNkT3ZxZ1RUZFFweld5Y2g4cllKR1BMSW1JaWw1UWJSTXdBWTNYWnhudzBfbmFScnFkVlNfQ08wZ2RIUTNJLV80YlBYU3dQcWxtTFFLRjNhYmZPeHRkb3dqY0hGYVdMdmlwYw&q=https%3A%2F%2Fbit.ly%2F3xn9SHG%C2%A0&v=ExV2BzDI7xk]

AvenueCX Website: https://bit.ly/3lsSFdR [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa3luSnJQb1hFS2tENGVJb1NNcUN1bzBsWXNBQXxBQ3Jtc0ttbm5DazB0SDVhUWwza2ZiVjBlZkJLeW9IdW5CRVNwNUlqdXA3VjFiZVdBbWswVGZmRlA2YkNpVkxjbHFpSDdFV2Y3eTlyX0tqZjhQV3hCWGR0dzVCcEltYzNCWHNIb3kxRVUxU1p0UmlKdlVmdUFCVQ&q=https%3A%2F%2Fbit.ly%2F3lsSFdR&v=ExV2BzDI7xk]



Episode 19 - Community Platforms and Content with Danielle Miller

It cannot be understated that the world is experiencing rapid change. Finding genuine fulfillment while navigating an environment full of technological advancements and volatile economic fluctuations is a daunting task. How can content professionals maintain career success while still finding purpose through their work?



In this episode of "All Things Content," host Kevin P. Nichols interviews Michael Lawrence Rustiano, a seasoned content designer with a rich background in content strategy. They discuss the importance of balancing passion and lifestyle, emphasizing that merely following one's passion may not lead to fulfillment. Rustiano shares insights on resilience and determination in a rapidly changing world, particularly in the evolving tech landscape and the rise of generative AI. He highlights the necessity for human intervention in content creation despite advancements in AI technology. The conversation also touches on diverse leadership styles and the often invisible strategic work that content designers perform. Rustiano encourages professionals to embrace their creativity and take small, impactful steps in their roles, ultimately fostering growth and authority within their teams. The episode concludes with a reminder of the potential for positive outcomes amidst challenges.



Michael Restiano is a seasoned UX Writing / Content Strategy / Content Design (really whatever those in the field call themselves these days) vet with 8+ years of experience on various product teams. Michael is currently based in New York City, where he is a Staff Content Designer at Webflow. He has previously worked at Instacart, Uber Eats, Facebook, and SapientNitro. In addition to his content expertise, Michael is a yoga instructor and has recently started as a life and executive coach.



Michael's Info:

Michael's LinkedIn: linkedin.com/in/michaelrestiano [http://linkedin.com/in/michaelrestiano]

Michael's Website: michaellawrencerestiano.com [http://michaellawrencerestiano.com/] 

Michael's Instagram: https://www.instagram.com/mikeyrest/?hl=en

Michael's Facebook: https://www.facebook.com/michael.restiano 



Kevin's Info: 

Kevin's Website and Blog: https://bit.ly/3in284l  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa0pCd3lQS0hIXzQzTWw0TWl4YXIwWVRVZHBld3xBQ3Jtc0trbVc4MzlFYUloQkVMb0RDendadlg2bU44N3Z5b3dILUVZX3RGeGFSYjU2VUdQNExPNHlvYkVsVTZ5QmFEV1M4bm16NkNkU0tkQTdFT0dBVHZKYnQ2Mk80d0l2bk5URk9UWHpwbDUtOG1TWFJSSDBDNA&q=https%3A%2F%2Fbit.ly%2F3in284l%C2%A0&v=jOV-lemeFq4]

Kevin's Twitter: https://bit.ly/3jhscNG  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbFYxRnAtRWJBOTRtZTVzaVpkeEFJSnpIbXZlUXxBQ3Jtc0trT1FWT2xKdTFhT01VblVKejlpN2ZieWV3TEVDOWVkTGUxcEhCczBrWThiQXctZHdHSTJEdi1MdUV3UVJ5V1h6VTZYT3VqLXg3WTZwa2daaWtVU3Fhb2p6N2dMWENEbXpVZDN0S0hqSkc2bDBSV1VaVQ&q=https%3A%2F%2Fbit.ly%2F3jhscNG%C2%A0&v=jOV-lemeFq4]

Kevin's LinkedIn: https://bit.ly/3xn9SHG [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbHZZNkNiQTFVMDVLbDRDWndQamxqN1FzZzhQd3xBQ3Jtc0tuM0xiZ0pLbVZtR3B0SEFETG1FLTVDVHctakV3MkI4T3Y0ckdDaWhFblFXTkNQc2VnNGNPVDlNSExDRENzTmdfMm9fbWp5ei14MUJJRjQxcTdzcWpraXcySG13NEdhWFNDcWVzcmZoWUtmeXRnMXc3Zw&q=https%3A%2F%2Fbit.ly%2F3xn9SHG&v=jOV-lemeFq4] 

AvenueCX Website: 

Episode 18 - Content in 2024 and Beyond with Michael Restiano

Since the early days of the internet, search engine optimization (SEO) has been a significant point of interest for web developers and marketers. A website’s ranking in a search query can make or break a business, so there has always been close attention paid to the tips and tricks needed to be ranked higher. However, these rules are constantly changing according to the current business environment. How have things changed over time, and what are the current rules? What market conditions shape search engine rankings, and how can one navigate them to succeed?



Frank Watson, SEO expert and the CEO of Kangamurra Media, joins host Kevin Nichols to answer these questions. They delve into the evolution of SEO strategies over the years, emphasizing the importance of quality content, readability, and user engagement. Frank shares insights on optimizing web content for search engines, the significance of meta elements like titles and descriptions, and the impact of user behavior on search rankings. The conversation highlights the need for authenticity and relevance in online content to enhance user experience and improve search engine visibility. Some key takeaways from the discussion include the importance of SEO readiness in content strategies, optimizing digital properties for organic and paid search, the significance of internal and external linking, the value of quality and rich content, the impact of usability and accessibility on website ranking, and the use of AI tools like Gemini and ChatGBT for SEO insights.



As the CEO of Kangamurra Media, Frank Watson hails with more than 30+ years of experience in digital marketing. Frank thrives at helping his clients achieve their business objectives online through content strategies specifically formulated for SEO readiness and by assisting them in optimizing their digital properties for organic and paid search. Frank’s expertise in SEO reigns supreme, and he has years of experience and client success to prove it. He has worked with various industries, from adult and gaming to finance and automotive, and has delivered results in SEO, SEM, web analytics, and social media. Frank has spoken at numerous SES conferences, is a forum editor at Search Engine Watch, and is a host of SEO Rockstars at WebmasterRadio.FM. 



Frank’s Info:

Frank’s LinkedIn: linkedin.com/in/aussiewebmaster [http://linkedin.com/in/aussiewebmaster] 

Frank’s Website: kangamurramedia.com  [http://www.kangamurramedia.com/]

Frank’s Email: frank@kangamurramedia.com [http://www.kangamurramedia.com/]

Frank’s X Account: https://x.com/AussieWebmaster

Frank’s Facebook: https://www.facebook.com/profile.php?id=100092411289609



Kevin’s Info: 

Kevin’s Website and Blog: https://bit.ly/3in284l  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbkI5Y1l4MjR0R1FMR0dLTm9NN3IwMFEyY2VRUXxBQ3Jtc0ttcnMyQ0pWZ1hFZUxOeXhwalBjWWgzTHV1SEl0d1BjYkl2TThJYlN3aGFiY3dxbl8xYkpleEFjbngwTlNRUjZvREhyRkQ0Nk9UTmVvT3BUTE5XME42bHBpeDdBVmFacnJVMHhpVnJJVFFBdDFfZExkRQ&q=https%3A%2F%2Fbit.ly%2F3in284l%C2%A0&v=4fkhFBr2dKY]

Kevin’s Twitter: https://bit.ly/3jhscNG  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbHI3MnFrU2oybDFBQmloTEdwR2RZWWZHeVphd3xBQ3Jtc0trZGNpMmZsX0RpVlRmR2ZNYUtDT2hibnhQSWkxcnRvaWdtOHdMT0tQbzZ3UTVoNzBDbkRjRnRoTEFUNFBFTE1kaTI4TXNkU29BdzhTNXJrZVpUQnV5NS04NE9tYzVqekpFQVhMVnM1d0hTRkhpZlphVQ&q=https%3A%2F%2Fbit.ly%2F3jhscNG%C2%A0&v=4fkhFBr2dKY]

Kevin’s LinkedIn:

Episode 17 - SEO in 2024: What You Need to Know with Frank Watson

Personalization has become so ubiquitous that nearly every content-related service has incorporated it, from social media algorithms to email lists to training blogs. Personalization allows content to cater to an individual’s unique needs and interests, improving stakeholder engagement and comprehension. But how does one maintain these benefits while attempting to personalize content at scale?



The podcast episode features a discussion on how standardization equals personalization for content. Kevin P. Nichols is joined by Christine Ceuller of Scriptorium, a company specializing in structured content solutions and enterprise content strategy. They talk about the importance of content strategy in organizing and streamlining content creation, management, and distribution. They also highlight the role of standardization in setting up effective personalization for organizations. The conversation touches on the benefits of structured authoring, the reuse of content components, and the connection between creativity and limitations. Overall, the episode provides valuable insights into the relationship between standardization and personalization in content strategy.



Christine is an experienced marketing strategist and content marketer passionate about connecting people. As the Marketing Coordinator for Scriptorium, she excels in identifying target audiences, creating seamless connection pathways, and showcasing the company’s talent. Known for optimizing processes, Christine has developed project management systems that enhance efficiency and reduce friction. Starting as a copywriter, she advanced to content marketing management and strategy, making her a perfect fit for Scriptorium. Outside work, she enjoys coffee, kayaking, hiking, stand-up comedy, and movies, and she holds black belts in karate and kickboxing. Christine graduated with a BA in finance and a minor in banking from New Mexico State University and has GDPR and CPPA certifications. She lives in Seattle, Washington.



Resources Mentioned:

Standardization = Personalization Article: https://www.scriptorium.com/2024/02/training-content-paradox-standardization-personalization/

CaaS and Componentization: https://www.youtube.com/watch?v=fdytjtH8jeU

Personalized Content: Steps to Success White Paper: https://www.scriptorium.com/2022/01/personalized-content-steps-to-success/

Dr. Carlos Evia’s book, Content Operations from Start to Scale: https://publishing.vt.edu/site/books/e/10.21061/content_operations_evia/

LearningDITA: https://learningdita.com

LavaCon 2024: https://lavacon.org



Christine’s Info:

Linkedin: https://www.linkedin.com/in/christine-cuellar/

Articles: https://www.scriptorium.com/author/christine/  

Media: https://www.scriptorium.com/media/  

Bio: https://www.scriptorium.com/about/christi [https://www.scriptorium.com/about/christine-cuellar/]

Episode 16 - How Standardization = Personalization for Your Content with Christine Cuellar

AI is a groundbreaking technology disrupting nearly every industry, especially the content field. Services like ChatGPT are making writing many forms of content exponentially faster than traditional methods, and similar tools are being integrated into products like Dropbox and social media platforms to improve their usefulness and efficiency. Because of the explosion of interest and implementation into AI, terms like generative AI, artificial intelligence, natural language processing, and machine learning are assumed to be referring to the same concept. What are the differences between these terms? And how can a content specialist without a background in computer science start to learn how to utilize this revolutionary new tech?



Kevin called on his friends from Reltio, Megan Gihooly and Rob Sylvester, to help answer these questions. They explore AI's definitions and use cases, particularly in content development. Megan and Rob expound on the importance of machine learning in AI and how it can solve customer problems. They emphasize the need for clear and structured content to train AI models effectively, as these models are only as valuable as the information fed into them. Lastly, the episode concludes with a reminder to approach AI tools cautiously and focus on solving specific problems rather than relying on plug-and-play solutions.



As a Sr. Director of Self-Help and Content Strategy at Reltio, Megan Gihooly, leads innovative initiatives that help customers unify their data autonomously using the Reltio platform. With over 20 years of experience in technical and marketing content, change management, e-learning, and process development, she is passionate about creating engaging and effective content experiences that drive business outcomes and customer satisfaction. She has successfully launched an award-nominated documentation portal, adopted a new content tech stack that supports publishing in minutes, and secured executive support for a generative AI assistant inside the doc portal and the product. Megan also has a strong background in customer experience, having worked at Zoomin, a SaaS content delivery platform, where she delivered customer insights, collaborated with cross-functional teams, and impacted revenue and growth.



Rob Sylvester, a Senior Staff Machine Learning Engineer at Reltio based in San Francisco, was born and raised in Alaska. He's pretty good with computers but much better at working with people, and he enjoys it a lot more. His background is in full-stack web development and linguistics, but nowadays, his professional interest is centered almost entirely on NLP and deep learning. He has a degree in Italian and is an avid fan of Italian cinema.



Megan's Info:

Megan's LinkedIn: linkedin.com/in/megangilhooly [http://linkedin.com/in/megangilhooly] 



Rob Info:

Rob Linkedin: linkedin.com/in/robmsylvester [http://linkedin.com/in/robmsylvester] 



Kevin's Info:  

Kevin's Website and Blog: https://bit.ly/3in284l [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqazk0T1p5MDlIN2R5YWpKbXVLeVg2QzFPVk1oZ3xBQ3Jtc0trUjl3aHhoYUV5TmlpRWVFOUtSLUU5aThFdzJ0S3NCMVJwTzNucnJZYzhEaVVXa3J6SWpqeDZIYlpRQlVkTmZBOEp3bkpsM0JQV3lxMnEtbkZDb2MwWkJoMDQyOWZPbkhMem84ajlDU2ZrWE5CWnNFVQ&q=https%3A%2F%2Fbit.ly%2F3in284l&v=fyYQRW3p_RI] 

Kevin's Twitter: https://bit.ly/3jhscNG [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbFN2X3FScEhsR2Q3NUpzMEtFU01sUnNDWUxNd3xBQ3Jtc0ttTXdZTENKRWtkem5xNEpaZDNJVjQtamtOMnhCRWtYSzlvTTZHWmZoQTdhVTFOOGlYU3lHMFhyUGM1VU54ZFRBaTl5WVpJTktPd25LVk5CckdGby1yYmU3bEFpZXpGVEEwS08zUmQ0MlFBRzM3d2Vydw&q=https%3A%2F%2Fbit.ly%2F3jhscNG&v=fyYQRW3p_RI] 

Kevin's LinkedIn: 

Episode 15 - Artificial Intelligence and Content: The Basics with Megan Gilhooly & Rob Sylvester

Given that the modern consumer ecosystem is so complex, finding ways to organize and optimize the customer experience can be difficult. There are countless ways customers can interact with a brand, whether that be through email, mobile apps, SMS messages, in-person experiences, and many more. The amount of options for consumers to utilize and for companies to track can be overwhelming. Due to how complicated customer experiences are today, diligent use and maintenance of customer journey maps are a necessity. 



To help outline best practices for customer journey mapping, Kevin Nichols is joined by his good friend, Steven Keith of CX Pilots. Steven and Kevin share their experiences of clients ignoring journey maps and the benefits when those maps are given proper attention. They also go over the process of creating a customer journey map, its components, and how to get all the relevant and necessary corporate teams involved. Steven and Kevin provide an updated view on how customer journey mapping is important in 2024 and how AI is evolving traditional processes. 



Steven Keith is an internationally recognized expert and keynote speaker for customer experience in professional services firms. Steven works with companies in the Fortune 10 as well as the Fortune 10,000 by helping them transform their strategies and operations to become more systematically empathetic to their internal and external customers.  



Steven’s Info:

Steven’s LinkedIn: linkedin.com/in/stevenkeith [http://linkedin.com/in/stevenkeith]

Steven’s Company Website: https://www.cxpilots.com [https://www.cxpilots.com/]

Steven’s Blog: https://www.cxpilots.com/epiphanies



Kevin's Info:  

Kevin's Website and Blog: https://bit.ly/3in284l [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa254aDRWMjlMV292YTB6c3lVbXpsWGI3TFF0UXxBQ3Jtc0ttNEI1Ulk3c3EtZHBkeHRoZFJJVkZiWW9kZGJaN2dFMnc4a0g5dFJTZl9IeThQUjY5UGhPZ2RJTHNUeHZKWVdzWEFxSk5BbVI2cEZBS2lOV2RRVnhka0dxcFB4dDQzZFg5RHBBTjA0RWtGSG1HenByRQ&q=https%3A%2F%2Fbit.ly%2F3in284l&v=uPsiEPGMqSk] 

Kevin's Twitter: https://bit.ly/3jhscNG [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbDJpRTkxVHhRZVpkeThQcXdUbWtDYXBDeEktUXxBQ3Jtc0trWUtUdGNCUnA5TVlMSjhPYTB6dlR6Q3Y5eHRFZjNiVVgzTklGRnRUb2pVMWJ6ckhGWlBRN1I3UkE0endxbm5TQ2oweTNMODIzTGtqSklQcnJaTUphME01N043dkF5eTIzdXhEOEt0eW9LeFMyQ3ZZWQ&q=https%3A%2F%2Fbit.ly%2F3jhscNG&v=uPsiEPGMqSk] 

Kevin's LinkedIn: https://bit.ly/3xn9SHG [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqazZRSlN4Ri1pMFlnWkpBUTVEVGEwaV9JRGY3QXxBQ3Jtc0tsc1hSNHRUdGVFRThlZzdnM3VWdFMyQXVndW94RWpFTV9La1BIT0sxMzk2MUVQOVZhOFJsVHhONVRYS3BLV0dYUVUwRFpCRFE0dGZlRDBwT1YwRGZiNDlxUG9SRGE5VUlIcUE3Mlp4TnZGUDg5NGp2TQ&q=https%3A%2F%2Fbit.ly%2F3xn9SHG&v=uPsiEPGMqSk]  

AvenueCX Website: https://bit.ly/3lsSFdR [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbWUxdUdOa194V3A2amZNZjhyT1g2Wmp0RmFfd3xBQ3Jtc0trbmlUdzZWeE5nVVFIME5hY2pndlNNWFV1cUxsdzZSdzZjMkE1eF9hTEw1akNIYkplMWRobU1OTl9FMUl2NGVyVHczRE05THhCRTM0UHFpb2lhanFHMTliTmstam45V25GQ1pQTXMxa01pM185RHctMA&q=https%3A%2F%2Fbit.ly%2F3lsSFdR&v=uPsiEPGMqSk]

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Episode 14 - Customer Journeys in 2024 with Steven Keith

The AvenueCX team has been doing a bit of traveling! We recently attended LavaCon 2023 this year in sunny San Diego and had a wonderful time. It was a great opportunity to reconnect in person with many friends we haven’t been able to see for the past few years. One of those friends is the incredibly talented Paula Land. Kevin sat down with her to catch up, talk about her current projects, and learn about content audits and how to properly execute them within a diverse organization. Paula Land is the founder and principal content strategist at Strategic Content, a Seattle-based consultancy offering various services in web content strategy, digital strategy, user experience, content management strategy and CMS implementation, and content development and marketing. She is also a Guest Lecturer at the University of Washington Information School, co-founder of Content Insight LLC, and author of the book "The Content Inventory and Audit Handbook". You can see her full resume and purchase her book here: https://strategiccontent.com/about Paula’s Info: Paula’s LinkedIn: https://www.linkedin.com/in/paulaland/ Paula’s Email: paulaland@gmail.com Kevin's Info: Kevin's Website and Blog: https://bit.ly/3in284l Kevin's Twitter: https://bit.ly/3jhscNG Kevin's LinkedIn: https://bit.ly/3xn9SHG AvenueCX Website: https://bit.ly/3lsSFdR

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Episode 13 - Content Audits at LavaCon 2023 with Paula Land

Because of the competitive nature of the corporate world, it is incredibly easy to become cynical and jaded. This is especially true for those who work in marketing, as the entire practice is about getting the attention of potential customers before a rival grabs it up first. As a result, a mindset of “by any means necessary” becomes the norm. Manipulation and partial truths are often preferred over sincerity and honesty. This makes Marketing a field of study and practice many consider simply as a means to provide income and nothing to be passionate about. Enter today’s guest: Gina Balarin. Gina is not only an accomplished marketer who has worked with countless prestigious brands but also has an excitement around marketing that is infectious. Her optimism and passion are shared with Kevin on this episode of “All Things Content”. In this installment, she talks about her idea of “Content with a Soul”. Instead of seeing content as just a way to sell a product or service, she views it as an opportunity to make viewers feel deep emotions that will affect them on a personal level. She shows this in action by discussing different campaigns that do this well and how they did it. Gina also goes into the power of words, and how words in content can have the power to better the world and help it strive towards a more egalitarian ideal. Gina Balarin is a passionate corporate storyteller with over 15 years of marketing and leadership experience. She is a marketing consultant, working primarily with B2B technology companies. Previously, Gina has worked as a content marketer and a Marketing Director. She is the author of hundreds of blog posts and too many B2B case studies to count. She speaks regularly on panel discussions and at marketing conferences and counts herself lucky to have spoken at TEDx. She blames her success on having been on stage in various guises over the years, doing everything from being a magician's assistant and performing lead roles in ballet and drama productions, to having worked with top C-level executives and entrepreneurs. She has a Master's Degree in Education in the subject of Management Communication, is a Chartered Marketer and Member of the Chartered Institute of Marketing, has a BA (Hons) in Linguistics and English Language, and a BA in Drama and Linguistics. Currently, she continues to help companies create soulful content as the Founder and Director of Verbalilistics, a B2B marketing communications agency. Gina's Info: Gina's Linkedin: https://www.linkedin.com/in/ginabalarin/ Gina's Other Links: https://linktr.ee/Gina.Balarin Kevin's Info: Kevin's Website and Blog: https://bit.ly/3in284l Kevin's Twitter: https://bit.ly/3jhscNG Kevin's LinkedIn: https://bit.ly/3xn9SHG AvenueCX Website: https://bit.ly/3lsSFdR

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Episode 12 - Content with a Soul with Gina Balarin

Join Kevin P Nichols, co-founder and Executive Director of Experience at AvenueCX, as he discusses the past, present, and future trends of all things related to content. On the show, he invites the most talented leaders in the industry to discuss the future of personalization, user experience, and all other content matters. Subscribe to find out the most cutting-edge info from the best professionals in the field of content.

Mark Yirrell

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