Content Marketing World 2019 - Session Viewer

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In Other Words: What Children's Books Can Teach us About Simplifying the Complex

Venetta Linas Paris (Senior Manager, Global Content Marketing, Aon)

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

Track: Content Creation & Development

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

There’s a lot of noise out there. To compete against 24/7 news cycles and endless updates on social feeds, content must be deliberate to earn the attention of the audience. In B2B, an organization’s subject matter experts play critical roles in creating credible and authentic content. However, that expertise is deep, technical, and narrowly focused. Translating that expertise into compelling and broadly accessible narratives is an ongoing endeavor - and an art form. In this session, Venetta draws the parallels between her work in B2B storytelling and communicating with her daughter – in another language. She will discuss how children’s books reinforce the magic of words and visuals and how it reshaped the way she thinks about B2B storytelling.

Takeaway

Key takeaways for the audience include:

  • Simplifying the complex: techniques for interviewing subject matter experts - translating expertise broadly.
  • Narrative building: piecing a puzzle together when you don’t quite know the full picture - putting together a cohesive storyline.
  • Going back to basics: learning from language development - applying fundamentals of communication and story.