Jennifer Kaufman is the Director of Information Engineering at NetApp, where she leads an expert team of technical content creators, strategists, architects, and engineers. She has spent 18 of the 25 years she has worked in technical communication at NetApp, where she focuses on connecting people, processes, and systems for the best customer content experience. Jennifer has a BA in Humanities from UC Berkeley, and an MFA in Film Production from USC. She brings a unique perspective to information and technical content development informed by her experience in media and storytelling.

You Have Something in Your Content: Trust in a Time of Misinformation

Content professionals know trust is important. As “connectors” who bring ideas and people together while serving as expert advisors, trust is a key differentiator. How do we build trust? Is customer trust earned through accuracy, usability, and accessibility of content? Is the trust of product teams earned through reliability and diligence? How about delivering unwelcome news? If I have something in my teeth, a trusted friend will tell me. How does trust impact the role of content creator in the age of AI? This talk will explore the relationship between trust and content. It will touch on what a team can do to build trust, and highlight the role content strategy plays as users interact with content. Attendees will be invited to consider trust as it relates to several types of content, and how documentation teams can foster trust in an age of AI-generated content.

In this session you will learn:

• The role trust plays as a differentiator for content professionals
• Key indicators for trust in technical content and content teams
• How to build trust with internal stakeholders and customers