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Friday, May 10 • 2:00pm - 2:45pm
We Are the (Content) Champions: How to get your brand voice stuck in everyone’s head

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Session Survey

Getting other people at your company to follow your house style guide can be tricky. Most people don’t understand how to integrate the rules of a style guide into their daily lives, so content teams often get stuck in an endless cycle of just correcting other people’s grammar and punctuation, when they could be doing much more high-value work. At my company, we’ve successfully used a few simple methods that have helped us teach non-writers across our (large, fast-moving, global, growing) organization how to follow the house style, voice, and tone guidelines. And it doesn’t involve any mention of Oxford commas, sentence casing, or dangling participles.

Learn how you can spend less time proofreading and polishing other people’s writing and more time designing great, accessible, usable content by applying similar techniques. You’ll discover subtle, proven ways to teach others how to apply your brand voice, follow your style rules, and strike the right tone. When you switch from a rules-based method of teaching your team, you’ll free yourself from the role of “style guide police,” empower more people to create better content themselves, and foster a culture where content champions thrive.

We’ll talk about how a simple internal newsletter can be a powerful tool for infusing your organization with your brand voice guidelines, how even non-technical people can build and launch a custom, in-house editor bot, and how a certain type of content workshop can transform content-shy teams into content-confident champs.

avatar for Beth Dunn

Beth Dunn

Product Editor-in-Chief, HubSpot
I've been at HubSpot since 2010, and have been designing content for the product for most of that time. Now I support an international writing and illustration team at HubSpot as the Product Editor-in-Chief. I also write the HubSpot weekly internal newsletter (The WIN), mentor other... Read More →

Friday May 10, 2019 2:00pm - 2:45pm EDT
2 - Back Bay C/D