Schedule Viewer 2023

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

Who Owns Brand Voice?

Kelly Johnson  ( Senior Director, Content & Web Strategy, Lever)

Location: Room 146A

Date: Thursday, September 28

Time: 9:25 am - 10:05 am

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

Conference Theme: B2B

Session Type: Session

Track: Brand Strategies

Vault Recording: TBD

I will address the struggle in B2B companies between Product Marketing, Content Marketing, and Creative teams to own and be good stewards of the company brand voice. I will also outline the case for content marketing owning brand voice, but what your team can do if it does not.


  • In some smaller orgs where content teams own brand voice, it’s important to include product and creative to get collaboration and buy-in.
  • If a tug-of-war does errupt, make a strong case for content to own it.
  • If you don’t own it, be adamant about being included in conversations about how brand voice is conceived and used across various forms of content for the company.