As an experienced marketer, I'm guilty of complaining about how 'the rest of the business' doesn't understand the rigor behind what I do, and thinks marketing is just the tactical activities they see…Read More
When customers want better content experiences and a personal voice to our brands, the first company you might not think of for example is IBM. During the 70s, 80s, and 90s, when personal computing started to take off, brands like Apple, Microsoft, Packard Bell, and Compaq were the cool kids. IBM, well that is the machine your father used at work.
These are the mainframe folks, the white shirts and black tie consultants, the business people. There is an event a famous saying in the consulting space that small shops hate, “Nobody ever got fired for buying IBM.”
You are a company people trust, but not one people get excited about when a new email comes to their inbox, or they must solve a problem using documentation. If perception is a reality, Andrea Ames, my guest on this podcast, and her team have a lot of work ahead of them to change that perception.
In this episode, Jeff talks with Andrea Ames, Content Strategist, Architect, and Designer at IBM, about how her team is changing the way IBM approaches to content creation, design, and customer experiences.
Now when you visit IBM.com, this is not your father’s IBM. Andrea describes the changes that we have seen from IBM as the diligently work to change your perception and focus on providing greater value for you. I know with products like Watson and some of the IBM Marketing content, I have changed my stance on IBM and can’t wait to see what else they have up their sleeves.
Andrea L. Ames, M.S., is a Senior Technical Staff Member and Enterprise Content Experience Strategist/Architect/Designer at IBM, where she enables the strategic use of IBM's high-value content assets for the most client delight and success and highest business impact. She is a Fellow and past President (2004-05) of STC, a Distinguished Engineer of the ACM (the first technical communicator to achieve this distinction), a Senior Member of the IEEE, and a member of numerous other professional associations. She is the Program Chair for, and designed and teaches in, the UCSC in Silicon Valley certificate program in technical communication; has published two award-winning technical books and numerous papers and articles, and speaks regularly at conferences and professional organization meetings.
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