Virtual meeting fatigue doesn’t equate to the death of digital events. Norwegian video conferencing company Pexip has proven that by tuning into audiences and producing authentic content that resonates with them, demonstrating that you can achieve impressive levels of engagement in any environment.

In today’s interview Carolina Grønsleth, EMEA Marketing Manager at Pexip, discusses the importance of authentic content marketing with Shaheen Samavati and why it needs to be at the forefront of everything—especially now.

Listen in as Carolina talks about creating campaigns that resonate with people beyond just product features, such as Pexip’s guide to supporting remote workers during this difficult time, “Leading in a Changed World”, plus the lessons to be learned from rejection and taking chances.

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple or Spotify.

Rapid-fire recs  

  • Productivity hack: “Color coding! I color code the different types of meetings that I have in Outlook which allows me to get a quick look at my week and decide if there’s too much going on or if I need to cut something, etc.”  
  • Favorite app: Lumosity. “It’s an app consisting of games that claim to improve your memory attention, flexibility, speed processing and problem solving. It’s fun but it also really does help with concentration, logical thinking and that sort of stuff.”
  • Source of inspiration: BrightTALK. “That’s part of my 30 minute lunch break. I’ll watch a little short webinar on content creation or digital marketing or whatever just to squeeze in some professional development inspiration.”

“I don’t self-limit and I don’t self-reject. If I want to do something and I’m curious, I’ll go for it. I try to be unafraid and fierce when I approach new challenges and things that I’ve never done before, and I ask for the opportunities that I want.”

Connect with Carolina and Shaheen on LinkedIn.

This post was edited by Helen Hadley.

For more insights into authentic content marketing, check out:

Communicate with care in a crisis – Anna Kadric, head of Content, Channels & Media at Nordea

The value of human connection and empathy in marketing: 25 quotes from industry experts

Forget the fluff – Sara Lesina, global marketing lead at Lonza

Authentic influencer marketing – Piera Valentina Toniolo, social media pro at Estée Lauder

How to create authentic branded content: Lessons from The New York Times at Web Summit

To see the full transcript, click on page number 2 below.