Conference: Oct 5-6
Workshops: Oct 7
Do What AI Can't: Build a Human-First Content Machine With UGC
Traci Ruether (Director of Content Marketing, Tinuiti)
Jen Cornwell (Sr. Director of AI SEO Innovation, Tinuiti)
Location: Room 108
Date: Wednesday, October 7
Time: 9:00 am - 10:30 am
Pass Type:
All Access, CMWorld 3-Day -
Get your pass now!
Session Type:
Workshop
Audience Level:
Intermediate
Track:
Workshops | Content Marketing World
Vault Recording: TBD
Audience Level: Intermediate
AI can write a competent blog post in 30 seconds. What it can't replicate is real expertise from real people with real opinions. But most brands leave their subject matter experts on the bench, or ask them to "just post on LinkedIn" with zero infrastructure.
This workshop is a blueprint for building a brand advocacy program that turns the humans behind your company into a content and distribution engine. We'll walk through the real operational model that scaled our LinkedIn and YouTube presence 20x — thought-leader enablement, phased company-wide rollout, and video production at every budget level.
You'll hear both sides of it: What it takes to stand up a program like this (Traci Ruether), and what it's like to participate as an employee thought leader (Jen Cornwell).
Takeaway
Why social matters more than ever: How non-commodity, human-first content (especially video) has become a primary lever for AI visibility and search authority, and how to use that story to build internal buy-in.
The infrastructure behind a real UGC program: Training, promo playbooks, and self-serve tools for employees to use, plus real examples to steal from.
Content that flows both ways: Repurposing existing content into human-first, zero-click formats — and syndicating employee UGC back into owned channels.
How to measure and iterate: Turning employee and external LinkedIn activity into trackable, full-funnel impact, even across channels you don't own.