On this week's episode, I speak with Hal Werner. Hal is the Global Manager of Digital Marketing and Strategy at Mitel.  He' a content strategist extraordinaire and copywriter. We talk about the power of content strategy in marketing, how you can put data at the forefront of your content, and how to become a T-shaped marketer. Episode Highlights:Hal Werner's Superpower: "The Analytical Creative"The journey from traditional advertising to digital content creation.Aha Moment: The importance of collaboration among teams to develop a content strategy.The importance of moving beyond "hard boundaries" in standard roles.What all copywriters need to know about data and marketing.Valuing terminology as a content strategist.A Thought Experiment: the questions to ask when building out a new site.Strategies for getting solid feedback from your customers.Defining Content Strategy: The steps to take for defining your strategy.The "T-shaped" Marketer: Is it possible? Is it recommended?Hal's advice on combating writer or idea block.Moving from "I need to create content" to "a valuable content resource."The value of regular data analysis.Hal's "expert secret" for content strategy: Data Over-Dogma and Insight.Hal's "favorite" piece of content he ever created.Rapid Fire Round: the most "successful" person, one "insane" thing you believe, a common misconception about you, a deep regret, book recommendation, a movie about your life, and personal call-to-action.Mitel's current direction and market shift