Rebuilding trust: Validate users by starting where they are


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. Margot will go deeper into themes she first brought to Confab last year to unpack tactics of style and tone that use vulnerability to foster trust, educate audiences—and ultimately reinvigorate brands.

  • Discover the key changes in diction (beyond just mirroring your audience’s vocabulary) you can make to invite users in to your brand, as champions rather than consumers.
  • Learn how content that asks questions, exposes process, and loses the polish can build goodwill and engender greater faith from your audience.
  • Gain practical examples of how—and why—to talk about mistakes, challenges, and screwups with your audience while ensuring Legal remains your biggest fan.

Who should attend: This session is ideal for content managers, content creators, and web managers who are looking for guidance and examples of how to drive trust in low-level calls to action, storytelling, anecdotes, imagery, and blog posts. Margot will draw on examples and ideas from previous talks she’s given to go deeper into considering content types and storytelling angles, to provide you with the inspiration and tactics to bring those ideas to your CMO and fellow content contributors.

Margot BloomsteinMargot Bloomstein

Brand and Content Strategist, Appropriate, Inc.

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