Leveraging Anthropology for Effective Content Marketing (Matt Artz and Jason Barnard)

Matt Artz talks with Jason Barnard about leveraging anthropology for effective content marketing. Matt Artz is an anthropologist, designer, strategist, product manager and entrepreneur known for his innovative work in user experience, product development and consumer insights. He is Head of Product and User Experience at Cloudshadow, founder of Anthro to UX and Azimuth Labs, and adjunct professor of marketing at Fordham University's Gabelli School of Business. Matt is also a sought-after speaker and thought leader, speaking to international audiences at conferences and on podcasts. He is passionate about responsible design in new technologies and is currently co-editing a volume on anthropology and new technologies to be published by Routledge in 2024. The ever-changing world of content marketing requires innovative techniques that truly connect with your target audience. But how can you do this effectively? Hmmm… It's important to understand your target audience on a deeper cultural and psychological level. And that's where anthropological concepts come in, offering insights into both the general human experience and the unique elements that shape specific audience segments. In this remarkable episode with the rather groovy Matt Artz, explains how understanding and applying anthropology can drive your content marketing. Matt shares his incredible knowledge on understanding customer needs, providing value to them, his thoughts on AI-generated content, and applying anthropology to learn more about user behavior so you're able to create truly engaging content that aligns with your audience's core values, beliefs, and motivations. As always, the show ends with passing the baton…Matt delightfully passes the virtual baton to next week’s wonderful guest, Anika Jackson. What you’ll learn from Matt Artz 00:00 Matt Artz and Jason Barnard 00:49 Matt Artz’s Brand SERP and Knowledge Panel 05:44 Done for You Knowledge Panel Service by Kalicube 06:17 Understanding Anthropology 09:03 Different Brand Messages for Segmented Audiences 09:17 Understanding Needs and Delivering Value to Clients 11:33 Content Marketing Using Anthropology 12:12 Matt Artz’s Thoughts on AI-Generated Content 13:03 Anthropology to Create More Semantically Relevant Content 15:30 What Does Data Mean in the Context of Anthropology? 19:07 The Concept of Unknown Unknowns 22:11 Balancing Long-Term Strategy and Short-Term ROI 25:13 Using Anthropology to Understand User Behavior 29:33 How Can Anthropology Help with Branded Search 30:45 Passing the Baton: Matt Artz to Anika Jackson This episode was recorded live on video April 18th 2023