How to Think Systematically About Tone for Your Content

Are you thinking about incorporating tone into your content strategy? If so, you've probably seen how confusing this topic can be. We know, because we are human beings, that language can misfire. Tone is where understanding and emotion come together – and sometimes that’s messy. Join Paul Perrotta, sitting in for Scott Abel, The Content Wrangler, and his special guest, Pierre Gagnier, Content Strategist at ADP Innovation Lab, for this free, one-hour webinar. Pierre will show you how a team of researchers at ADP were able to tame some of the trickiness of tone and measure its impact. What they learned will help you to make sense of tone and change it from a source of risk into a tool for creating effective content. Attendees will learn about 1) a simple, workable set of definitions that you can use to promote shared understanding among stakeholders of what tone is; 2) A framework for identifying and applying tone attributes so that you can create a foundation for consistent practice, and 3) Some typical factors that will help you to see how tone can go awry and will help you create your own risk factors. ABOUT THE PRESENTER Pierre Gagnier is a content strategist at ADP's Innovation Lab in New York. He works extensively with user experience researchers to help ADP web and mobile product teams align their content strategies consistently with users' realities.