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James Mathewson

Research Director, Content Strategy and Operations

James Mathewson has more than 20 years of experience driving digital content effectiveness. Most recently, James led several missions at IBM to improve audience-centricity. Over a 15-year career at IBM, he served in several corporate leadership roles, including editor in chief of ibm.com and program manager for SEO strategy and practice, information architecture, taxonomy and tagging, content AI, and content marketing platforms. In short, James led best practices for all the areas of content effectiveness, about which he now creates original research and advisory services as research director for Content Strategy and Operations.

James is also a prolific author who has published thousands of articles and blog posts and two books: Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content and Outside-In Marketing: Using Big Data to Guide Your Content Marketing. He wrote most of his articles as editor in chief of ComputerUser magazine and its companion website, CU.com. At the magazine, he helped grow the audience from 600,000 to 2 million per month in two years. As editor in chief of CU.com, he helped grow unique visitors from 0 to 1.8 million in six months.