Margot Bloomstein

Principal, Brand and Content Strategist, Appropriate, Inc.

KICKING OFF YOUR CONTENT STRATEGY

Are you ready to dig into content strategy? Let's gain some practical, hands-on experience together. Take a few example healthcare organizations through the paces in a website redesign engagement. First, we'll discuss how to prioritize communication goals and develop a message architecture with a hands-on exercise--ideal whether you're designing for the web, a mobile app, social media, or an offline experience. Then we'll discuss how you can use this foundation to conduct a content audit, and work together to do just that. Finally, we’ll ask "so what?" We'll uncover the implications of a content audit through a gap analysis that points to content needs and next steps for our sample organizations. You'll leave with the confidence and savvy to bring content strategy techniques and thinking back to your own organization.

Bio

Margot Bloomstein (@mbloomstein) is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. Independently and in partnership with leading agencies, she creates brand-appropriate user experiences to help organizations engage their target audiences and project key messages with consistency and clarity. She's also the author of "Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project" (Morgan Kaufmann, 2012).

Over the past decade, she’s partnered with clients like Philips, Liberty Mutual, Genzyme, BT, Lindt, Harvard, Timberland, and the Rhode Island Public Transit Authority to address messaging in both traditional and social media.

Margot speaks regularly on the evolution of content strategy within interactive agencies. Recent engagements include CS Forum London, Gilbane, Web 2.0, SXSW, Confab, and more intimate regional events across the country. She holds a BFA in Communication Design from Carnegie Mellon University.