From “Vajingles” to a baby food company telling you to make more babies, today’s most effective content marketing sparks real conversations and inspires connections. More brands are striving to use an empathic approach when it comes to storytelling. But how do you identify topics to explore that feel authentic to your brand voice, not contrived? Learn how to tap into cultural relevance without being trite, take (smart) risks and use humor to resonate with your audience.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]