Scott Abel: Content Unification from The Content Wrangler – Episode 170

Content Strategy Insights

Scott Abel Navigating the complex and multifaceted online media landscape can be a disjointed and disorienting experience. Scott Abel has a method for smoothing out online customers' experiences. His "content unification" approach benefits both the organizations that create content experiences and the customers who navigate them. We talked about: the origin of his personal brand, The Content Wrangler, and his content strategy evangelism for Heretto the concept of content unification examples of companies that are benefiting from a more unified approach to content the relationship between content unification and customer experience the results of his survey of research on API documentation, which shows that, like most human beings, developers don't always actually behave in the same way that they say that they do the two kinds of developers that researchers have identified: systematic developers and opportunistic developers the need for AI superpowers across the content spectrum how AI, in particular copilot agents, can help content practitioners across their workflows the importance of delivering at scale content for self-service environments Scott's bio Scott Abel is a Content Strategy Evangelist at Heretto, CEO of The Content Wrangler, and an expert in technical communication management and content strategy. He hosts webinars and conferences, writes for industry publications, authors books, mentors students, and speaks at events globally. Connect with Scott online The Content Wrangler blog The Content Wrangler webinars Video Here’s the video version of our conversation: https://youtu.be/mWw6yleHvVw Podcast intro transcript This is the Content Strategy Insights podcast, episode number 170. As the digital landscape has become more diverse and complex, online customers end up consuming all kinds of information, jumping from one location to another to piece together the answers they need. Scott Abel has thoughts about how to improve this situation, a concept that he calls "content unification." Unifying your content operations both improves your company's ability to create and deliver useful content experiences and smooths out your customers' journeys. Interview transcript Larry: Hi everyone. Welcome to episode number 170 of the Content Strategy Insights podcast. I'm really delighted today to welcome back to the show Scott Abel. Scott is best known as The Content Wrangler. That's probably how you've heard about him online, but he also serves as a content strategy evangelist for a company called Heretto. So welcome, Scott. Tell the folks a little bit more about your wrangling and evangelism these days. Scott: Hey, thanks for having me on the show today. I appreciate it, Larry. Yeah, my name is Scott Abel and I serve as a content wrangler. And that really just means I'm a content strategist and I created a name for myself, a brand name about 20 years ago called The Content Wrangler. It just seemed like what I was trying to do at the time, wrangle content, or herd cats, or however you like to say it. Scott: But today, I also wear a second hat and I serve as a content strategy evangelist for a company known as Heretto. Heretto makes a component content management system, which is a type of advanced content management system that's designed to handle modular pieces of smaller granular content, and weave them together for you in meaningful ways using automation and other kinds of technology tricks. Larry: Yeah. And that sounds like, the reason I wanted to have you back on the show, we talked a few weeks ago about the notion of content unification. That sounds like one tool in that kit. But tell me, I was really intrigued by just the term content unification. Tell me what you mean by that. Scott: Yeah. When I say content unification, I'm really just using dictionary definitions. And if you think about it, the opposite of unification could be anything from...