Ep. 45 – From “words for money” to rethinking the value creation process w/ Bouke Vlierhuis

What if the problem with your marketing isn't that content takes too long to create? Noz Urbina and Bouke Vlierhuis examine how AI has shattered the traditional content workflow, revealing that creation was never the real problem – it was just hiding all the other broken processes. They explore practical AI use cases that actually work, why aerospace engineering principles apply to content strategy, and how to avoid becoming the person who just "looks over the ChatGPT texts."

 

🎯 KEY TOPICS DISCUSSED:

The "Chainsaw Effect" - How AI exposes all your process problems

Why 95% of AI projects fail (and how to be in the 5%)

The "Fountain Pen Syndrome" - Stop identifying with outdated skills

Process analysis is finally "hip" in marketing

From 2-week white papers to afternoon content creation

Why human-in-the-loop is non-negotiable The coming "trough of disillusionment" and how to prepare

 

📚 ABOUT THE BOOK:

Bouke's "AI Survival Guide for the B2B Marketer" (currently in Dutch) provides practical frameworks for B2B marketers navigating AI transformation. Not another prompt guide, but a strategic roadmap for process transformation

🔗 CONNECT WITH BOUKE:

LinkedIn: https://www.linkedin.com/in/boukevlierhuis/

Website: https://www.boukevlierhuis.nl/

Book: https://www.boekenbestellen.nl/boek/ai-survivalgids-voor-de-b2b-marketeer/74852

 

🔗 CONNECT WITH NOZ:

LinkedIn: https://www.linkedin.com/in/nozurbina/

Website: https://urbinaconsulting.com/

Book: https://contentstrategy-thebook.com/

 

🎙️ ABOUT OMNICHANNELX: The OmnichannelX Podcast explores the intersection of content, customer experience, and technology. Hosted by Noz Urbina, we bring you conversations with industry leaders navigating digital transformation.

Website: https://www.omnichannelx.digital/

Newsletter: https://mailchi.mp/645f8e163f9a/newsletter-sign-up-download-book

 

📧 GET IN TOUCH:

Have questions or want to be a guest?

Email: magda@urbinaconsulting.com