Focused, Humanized Content Helps Online Brands Win
Tim Armstrong and Arianna Huffington took that stage at Cannes for a session entitled The Re-Calibration of Form and Function Online. The gist of the panel, aside from it being a bit of a pitch for AOL's newly tightened content belt, was all about the humanizing of the internet and how content, done right, can bring real-world humanity online.
Huffington outlined her four pillars of what she dubs the "grown up internet." First off is Trust. Huffington argued brands and online entities should work towards speaking in the sort of tone one might use when speaking with a friend or colleague in a non-business, social setting. As examples of this, she pointed to a few Huffington Post headlines which, in her opinion, made the experience more human.
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