Margot Bloomstein

Margot Bloomstein, smiling with red hair and green sweater on brown background

Margot Bloomstein is one of the most prominent voices in the content strategy industry. She is the author of the critically acclaimed Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap and the industry mainstay Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project. She is also the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston.

For more than 20 years, Margot has taught workshops, keynoted conferences, and advised marketing teams around the world, earning a reputation for asking thoughtful questions and bringing teams together in productive, creative work. She developed the popular message architecture-driven approach to content strategy and created BrandSort, a tool embraced by consultancies to help organizations clarify their communication goals. Her clients include the American Montessori Society, Harvard University, Fidelity, Lovehoney, Mailchimp, Scholastic, Sallie Mae, Timberland, and the Rhode Island Public Transit Authority.

A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW, Margot is a popular and energetic speaker for both face-to-face and virtual events. Engagements include CS Forum Helsinki, Confab, edUi, IA Konferenz Germany, Web 2.0, Content Marketing World, and UX London and internal keynotes for Aquent, Rocket, Stanford, and a range of other organizations and universities. She also teaches in the content strategy graduate program at FH Joanneum University in Graz, Austria, and advises Women Talk Design. Margot lectures around the world about brand-driven content strategy and designing for trust.

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