James Mathewson has 25 years of experience leading content transformation efforts. He’s currently Research Director: Content Strategy and Operations for SiriusDecisions. In this role, he conducts original research to help marketing clients solve their most pressing problems across the content lifecycle, from strategy and planning through creation, activation, and optimization. In his prior role, he led numerous content transformation projects for IBM marketing. James is the author of two books on the subject, including Outside-In Marketing: Using Big Data to Guide Your Content Marketing. He lives in St. Paul, Minnesota USA with his wife and 20-something son.