Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston, and the author of Content Strategy at Work, published by Morgan Kaufmann. For nearly 20 years, she’s helped shaped content strategy both as a practice and an industry: she leads workshops, keynotes conferences, and consults with diverse marketing teams around the world. Today, she partners with retailers, universities, and other organizations to create brand-appropriate user experiences that engage their target audiences and project key messages with consistency and clarity through both traditional and social media.
Interactive agencies and corporations alike turn to Margot for insight and assistance with message architecture-driven content strategy. She shaped the communication of corporate social responsibility work at Timberland, content for crisis response at Harvard University, and strategy for cultural tourism in the state of Nevada. The rogues’ gallery also includes Lovehoney, Scholastic Publishing, ECCO Shoes, Sallie Mae, Philips, Lindt and Sprüngli, 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. Engagements include CS Forum Helsinki, Confab, edUi, IA Konferenz Germany, Web 2.0, Content Marketing World, and UX London. She also produces BrandSort, a tool embraced by consultancies of all sizes to clarify communication goals, and writes shorter missives on Twitter at @mbloomstein.