
Earning authority: How a team of copywriters changed an airline
Earning authority: How a team of copywriters changed an airline
Timestamps:
01:18 What is the job of content at Icelandair?
02:02 The content team as intermediaries
02:39 "Before": What was the content landscape before Óskar and Edvardas joined the company?
04:23 "During": What transformed in the business, the culture, and the team, to allow change to take place?
06:06 "After": What does the content Center of Excellence look like today?
07:22 Troubleshooting: What Óskar and Edvardas do when something goes wrong in the content process
09:42 How can someone create their own Center of Excellence inside their organization?
10:19 Example of a well-oiled content excellence process
11:43 How the team ensures clear lines of communication
12:30 How to create, or earn, the authority to become arbiters of excellence
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