90% of marketers think they're creating authentic content, but only 50% of audiences say the content is authentic. The missing piece? Empathy. Seems easy enough to fix, right? Well, maybe not. Empathy is like confetti—we throw the word around without understanding what it really is. Often dismissed and deprioritized as "fluff," when artfully applied to the marketing funnel—and your social media strategy—empathy can be a game changer.

After this session, you'll be able to:

- Understand why authentic content isn't the same as empathetic content, and how to spot the difference

- Start flexing your empathy muscle, using your new understanding of what empathy really is

- Apply tactics to connect with your audiences better through empathy, including a new way to view the marketing funnel

Who should attend: This is a great session for social media and content practitioners who want to uplevel their community conversations.

Why you should attend: You'll walk away with new insights that will inspire your content and bring you closer to your audience for maximum KPI goodness.