Margot Bloomstein

Brand & Strategy Consultant 
Appropriate Inc. 
Margot Bloomstein is the author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Engagement and principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. Over nearly two decades, Margot has helped clarify content strategy for organizations as diverse as Al Jazeera America, Harvard University, Fidelity Investments, Lindt and Sprüngli, Lovehoney, Sallie Mae, ECCO Shoes, Timberland, and the Rhode Island Public Transit Authority. A participant in the inaugural Content Strategy Consortium and a featured speaker at SXSW, Margot frequently keynotes events and conducts workshops around the world. She also teaches brand-driven content strategy in the graduate program at the Austrian University of Applied Sciences in Graz. Margot produces the popular brand communication tool BrandSort and tweets at @mbloomstein. 


April 21, 2020, 1:00 pm ( 4.0 Hours)
If you don’t know what to communicate, how will you do it well? Meet the message architecture, a cornerstone of content strategy. Discover how and why to ground your content strategy in a message architecture, and see how consensus and clear communication goals can help all your content marketing efforts fall into line. Brand-driven content strategy empowers more efficient, effective, sustainable content. In this workshop, you’ll get up to speed on the philosophy, questions, and tools to implement it. You’ll use BrandSort to conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you manage content for the web, mobile apps, social media, print collateral, or other experiences. 

•Facilitate an exercise to help your team establish a hierarchy of communication goals
•Discuss the right questions to ask to minimize distracting, off-brand features
•Discover how a message architecture can guide a qualitative content audit, editorial style guidelines, and content model

April 22, 2020, 10:30 am ( 40 Min)
Larger than life? Fake it ’til you make it? Those mantras have long guided product design, branding, and marketing to create brands that are impenetrable, hardened, and aggressively confident. Vulnerability was a weakness—but our relationship with brands has evolved. Consumers demand transparency and humanity. Discover how to design that humanity into our interfaces and communication to make vulnerability a strength for user experience.

Learn how smart brands operationalize vulnerability:

• Build customer loyalty by revealing behind-the-scenes challenges 

• Learn the new rules of vulnerable style and tone in games and chatbots

• Create copy that subconsciously converts customers into champions 


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