Moving Minds with Meaningful Content: What Global Brands Need from the Localization Industry

Track: Global Business | GB6 |
Friday, June 8, 2018, 10:15am – 11:00am
Held in: Rooms 4-6-8
Margaret Ann Dowling - Create &
Host: Katie Botkin

Where does brilliant content  really come from? Who makes it? Why do they make it ? What are the magic ingredients of maintaining lifelong relationships through quality content with customers and readers? Like a joke, you only know it has tanked when your audience stands up to leave the room. A customer’s brand voice narrated through content is not really something to A/B test unless you are happy to potentially lose that one shot to connect with your customer. The magic of unparalleled storytelling and maintaining an engaging narrative over time is an art. In this session we will “gift” some concrete steps to building and maintaining storytelling narratives, story planning and how to test if you are getting the engagement you need to make a big impact for your clients.

Takeaways: Attendees will learn about brand voice — the five must-ask questions to establish what is their true brand voice. Why what we say matters. How to avoid the pitfalls of a bad brief — who’s fault is it anyway? How to think like an editor.