April 21, 2020, 1:00 pm (
If you don’t know what to communicate, how will you do it well? Meet the message architecture, a cornerstone of content strategy. Discover how and why to ground your content strategy in a message architecture, and see how consensus and clear communication goals can help all your content marketing efforts fall into line. Brand-driven content strategy empowers more efficient, effective, sustainable content. In this workshop, you’ll get up to speed on the philosophy, questions, and tools to implement it. You’ll use BrandSort to conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you manage content for the web, mobile apps, social media, print collateral, or other experiences.
•Facilitate an exercise to help your team establish a hierarchy of communication goals
•Discuss the right questions to ask to minimize distracting, off-brand features
•Discover how a message architecture can guide a qualitative content audit, editorial style guidelines, and content model
April 22, 2020, 10:30 am (
Larger than life? Fake it ’til you make it? Those mantras have long guided product design, branding, and marketing to create brands that are impenetrable, hardened, and aggressively confident. Vulnerability was a weakness—but our relationship with brands has evolved. Consumers demand transparency and humanity. Discover how to design that humanity into our interfaces and communication to make vulnerability a strength for user experience.
Learn how smart brands operationalize vulnerability:
• Build customer loyalty by revealing behind-the-scenes challenges
• Learn the new rules of vulnerable style and tone in games and chatbots
• Create copy that subconsciously converts customers into champions