Margot Bloomstein is the author of Content Strategy at Work (Morgan Kaufmann, 2012) and principal of Appropriate, Inc., a Boston-based brand and content strategy consultancy. She crafts brand-appropriate user experiences to help organizations engage audiences and project key messages with consistency and clarity through both traditional and social media.
A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW, Margot speaks around the world about enriching interactive engagements with content strategy. She also teaches in the Strategic Communications graduate program at Columbia University. She blogs infrequently at Appropriate, Inc. and tweets prolifically at @mbloomstein.
Facing feature creep and disagreements among stakeholders? Are you trying to incorporate a blog, Twitter feed, or curated content because the CMO likes it… or because it fits your communication goals? You need to get a grip on content, the people who make it—and the brand they want to establish. Enter brand-driven content strategy: complement your user-centered design techniques in the workshop that will empower you with the questions, tools, and exercises to implement it. Learn how to develop a message architecture, discover how a brand attributes cardsort can identify pitfalls and points of disagreement, and improve organizational alignment around the brand and content. Then we’ll use the message architecture to conduct a qualitative and quantitative content audit to reveal new content types. Leave with confidence, savvy, and experience to bring brand-driven content strategy techniques and thinking back to your own organization.
Online experiences can be fast, efficient, easy, orderly—and sometimes, that’s all wrong! Users click confirm too soon, miss important details, or don’t find content that aids conversion. In short, efficient isn’t always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable web engagements employ “slow content strategy,” content speed bumps, and surprising content types that aid interaction. We’ll examine examples of content strategy in action that demonstrates how to identify and control the pace of user experience, adding value for both our users and the businesses that engage them.