Your content, being a proxy for direct human interaction, needs to be authentic to reach its desired goals. But, good luck trying to inject authenticity into the highly volatile team workflows that govern today’s daily grind of sales, marketing and public relations departments. Methods to make the recipient “believe” that content is authentic are like a crutch. Do not focus on creating authentic content. Instead, help your content creators become more authentic in what they do and who they are, and much of the rest will come naturally.
Takeaways: Attendees will gain valuable insights into daily business operations that can help devise and implement author-first workflows; learn how to coach content teams to become the best at what they do; and understand how to enhance communication between the various voices inside content creators’ heads.