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.

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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.

Takeaway

  • 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.