Communicating in an era of self-validating facts

Breakout
1:40 p.m.-2:30 p.m.

The 2016 US presidential election was our latest reminder of frustrating, sickening zeitgeist: We live in a post-fact era. But let’s ask: did we ever really live in a *fact* era? Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand—ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Now, Mark Sanford is back as a senator and lies seem to matter less … not to brands, but to their audiences. Emotion replaces logic. So how do you develop rapport when your audience tests proof points against their own convictions?

Learn how to bring wisdom and brands to the masses with authoritative content that navigates the new challenges:

  • Can you use content to validate fact if “truthiness” trumps truth?
  • What content types can help you harness opposing perspectives without ceding to false equivalency?
  • How can you empower audiences to embrace the courage of their convictions on your behalf?

About Margot Bloomstein

Margot Bloomstein is the author of Content Strategy at Work and principal of Appropriate, Inc., an independent brand and content strategy consultancy based in Boston. She crafts brand-appropriate user experiences to help retailers, universities, and other organizations engage their audiences and project key messages through both traditional and social media.

Corporations and agencies alike turn to Margot to grow content strategy practices. Over the past 15 years, she's helped shape corporate social responsibility at Timberland, alumni relations at Tufts University, and cultural tourism in Nevada. The rogues' gallery also includes Sallie Mae, Scholastic, Fidelity, Lovehoney, Lindt and Sprüngli, and Harvard University.

A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW, Margot speaks internationally about content strategy. Recent engagements include CS Forum, Content Marketing World, and HOW Design. Follow her at @mbloomstein.

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