Content Marketing World is part of the Informa Connect Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Content Marketing World 2020 - Session Viewer

Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. Pre-conference workshops will be released on demand on Monday, October 12th and Industry Forums will be released on Friday, October 16th - check your emails for login instructions. All breakout/track sessions will be released on Tuesday, October 13th at 2:45pm EDT for on demand viewing. All event content will be available on demand for six months. Please note all times are shown in Eastern Time.

Authenticity Is Not A Formula: Why Reaching Your Audience Has to Begin With Forgetting Everything You Know

Lindsay Hotmire  (Message Coach and Copywriter, Lindsay Hotmire Creative, LLC (T.A. Lindsay Hotmire))

Date: Tuesday, October 13

Time: 2:45pm - 3:15pm

Pass Type: All Access Virtual, Virtual, Virtual Plus - Get your pass now!

Track: The Basics

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

Authenticity hasn't just become a buzz word for today's brands. It's been turned into a formula. Lindsay Hotmire, message coach and copywriter, invites brand leaders to examine the ways formulas and frameworks can sabotage their brand's authenticity. Working with over 202 brands, coaches and thought leaders since 2016, Lindsay explains why phenomenology (a word with far too many vowels and one you should never say with a mouth full of M&Ms) should be in every marketer's personal toolkit if deep, meaningful and authentic storytelling is the chief aim.


  • The three most critical questions you need to ask (so you can step out of the rut of same-same marketing and show up with a message that is authentic to you and your market)
  • Why you need to give yourself permission to stop trying to keep up with the Joneses (and the one tool that will make it all easier)
  • The two F words that might be sabotaging your brand message: Formulas + Frameworks. Why? Authenticity cannot begin at the doorstep of what everyone else is saying and doing. Showing up authentically means you have to be willing to step beyond loud words and easy-to-implement marketing formulas and frameworks in order to do the deep work of laying aside assumptions and biases