Before we engage users with products, interfaces, and content, we need their trust. Trust is waning today; users disregard traditional sources of expertise and bring skepticism to even innocuous interface copy. Can you blame them? Popular media, politicians, and big-name brands are gaslighting, talking down, and talking too much about themselves.
Let’s do better: exploring examples from insurance, consumer goods, and online education, you’ll see how the right content validates audience beliefs and life experience to move them forward. We’ll unpack tactics of style and tone that use vulnerability to foster trust, educate audiences—and ultimately reinvigorate brands.
Who should attend: Content managers, content creators, and web managers will gain ideas for tweaking low-level calls to action, anecdotes, taglines, and everything in between. They’ll find practical guidance to build trust into bots, testimonials, and blog posts. They’ll also hear relevant and accessible examples to inspire different content types and storytelling angles, along with the inspiration and ammo to bring those ideas into conversations with the CMO and fellow content contributors.
Brand and content strategist, Appropriate, Inc.
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