Kate Kiefer Lee

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    Kate Kiefer Lee is a writer, editor, and content curator at MailChimp. She works with the creative team to publish and maintain MailChimp’s content.

    A former magazine writer and editor, Kate makes storytelling a central part of the company’s website. She lives in Atlanta with her giant dog and average-sized husband.

     

     

    About Kate’s session

     

    Voice and Tone: Creating Content for Humans

    A brand’s voice stays the same from day to day, but its tone has to change all the time, depending on both the situation and the reader’s feelings. This talk will focus on articulating your brand’s personality and writing for emotional humans.

    Kate will use MailChimp as a case study to explain how she created VoiceandTone.com, an interactive voice and tone guide, and how it improved the company’s content and processes across departments.

    She’ll discuss the importance of both traditional style guides and voice and tone guides, and share tips for creating standards that work for your company. Kate will share examples of empathetic content and perspectives on creating a voice that reflects your company’s values.

    What you will learn:

    - The difference between voice and tone.
    - How to establish a brand or website’s voice and determine its tone.
    - The value of empathetic content and the way it affects readers’ feelings.
    - How to create voice and tone guidelines that work for your company’s writers and communicators.