Content Strategy Gets to Work at AIGA Maine

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AIGA Maine hosted content strategist Margot Bloomstein, author of Content Strategy at Work: Real World Stories to Strengthen Every Interactive Project (Morgan Kaufmann 2012). Even if content strategy isn’t your job, content’s probably your problem—and probably more than you think. You or your business has a message you want to deliver, right? You can deliver that message through various channels and content types, from Tweets to testimonials and photo galleries galore, and your audience has just as many ways of engaging with it. So many ways, so much content… so where’s the problem? That IS the problem. And you can measure it in time, creativity, money, lost opportunity, and the sobs you hear equally from creative directors, designers, copywriters, project managers, and search engine marketing specialists. Content Strategy at Work offers an unparalleled collection of case studies and interviews from a range of industries and project times for real-world examples and approaches you can adopt, no matter your role on the team. Margot shared perspectives and brought some of those case studies to life in this talk. Presented at AIGA Maine at the Space Gallery April 1, 2014, in Portland Maine. More info: http://maine.aiga.org/aiga-maine-presents-margot-bloomstein/

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Content Strategy Gets to Work at AIGA Maine

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To regain their trust, we must empower our users. Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we're planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. In an age of cynicism, we can design for trust: our tactical choices in content and design can fuel empowerment. Examples from the FBI, Mailchimp, NIH, GOV.UK, and America's Test Kitchen demonstrate what you can do to meet unprecedented problems in information consumption. Focusing on voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users and rebuild our very sense of trust itself. Presented by Margot Bloomstein, @mbloomstein, at An Event Apart Washington DC, #aeadc, on July 29, 2019.

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Mass media and our most cynical memes say that we live in a post-fact era. So who can we trust and how do our users use their trust? Expert opinions are a thing of the past, and we prefer user reviews written by "people like us", whether we select a restaurant or scan a newsfeed. But when the filter bubbles burst, consumers and citizens alike turn back inside to find the truth. Through designs that "empower", the smartest organizations meet them right there. We need to empower and empower our audience to gain their trust, not the other way around, and only through tactical decisions about content and design, empowerment can be initiated. Margot Bloomstein presents examples from a variety of industries and shows in detail how to deal with unexpected problems in the consumption of information. Learn how language, volume, and vulnerabilities can influence your design and content strategy to win the trust of your users. It asks the difficult questions, such as "How can brands build a harmonious bond when the logic of their audience is overshadowed by their emotions? Can one "design around" cultural dispositions to improve public safety? And how do your voice and vulnerability stand out against mere buzz words and penetrate into a broader business strategy? Presented at design monat Graz, #designmonatgraz2019, in Graz Austria in conjunction with FH | Joanneum by Margot Bloomstein, @mbloomstein. (c) 2019 Margot Bloomstein.

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Mass media and our most cynical memes say we live in a post-fact era. If that’s the case, who can we trust — and how do we invest our trust? We used to seek experts as arbiters of reality, but then looked to “people like us” whether we were picking a restaurant, planning a vacation, or clicking on a trending news item. But as our filter bubbles burst, consumers and citizens alike began to turn inward for the truth — and by designing for empowerment, the smartest organizations meet them there. In this exploration of some of today’s most engaging brands, content strategist Margot Bloomstein draws on two decades of personal experience building trust into companies, their websites, and their broader messaging. Author of Content Strategy at Work and the forthcoming Trustworthy, she explores why trust in the old guard has fallen apart — and then presents how today’s smartest companies and institutions rebuild trust by building and bolstering the knowledge of their customers. We’ll dig into examples from America’s Test Kitchen, Volkswagen, Crutchfield, GOV.UK, and other organizations of the public and private sector to ask: How do brands develop rapport when audiences let emotion cloud logic? What happens when cultural predisposition affects public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? You’ll see how design and content come together to empower users — and how the same tactics can work across industries, scale, and audience. You’ll uncover a play-by-play approach to educating and empowering consumers and citizens alike — and learn how thoughtful design and content can rebuild our sense of trust itself. Presented by Margot Bloomstein at Fluxible 2018, #fluxible2018, on September 23, 2018, in Kitchener-Waterloo, Ontario Canada.

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Fast and efficient may rule the web, but efficient experiences aren’t always effective, for many reasons. Instead, try slowing down your customers to improve learning and advance their journey. Fast-to-publish and quick-to-sell can lead to low lifetime value, shopping cart abandonment, returned merchandise—and understandably unhappy reviews. Attend this session, and learn how to craft appropriately-paced customer experiences that allow the time and space for discovery, customer confidence, and insights that last long after the conversion. The secrets live in how you craft copy and prioritize content types to move customers forward wisely, to enjoy the journey mile after mile. Presented at Content Marketing Conference 2018, #CMC18, in Boston, May 3, 2018

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Online experiences can be fast, efficient, easy, orderly—and sometimes, that's all wrong! Users click to confirm too soon, confuse important details, or miss key features in product descriptions. Efficient isn't always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy... and that’s just right. By designing for pace, we can intentionally help users focus on details and gain confidence in their choices. We can also encourage their sense of discovery and help them build stronger memories. Not all experiences need to be slower, but content strategy can help identify and support these outliers of user experience. Look to REI, Target, Fidelity, Patagonia, Disney, and others for lessons you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty, all by design. Presented by Margot Bloomstein at Generate 2018, #generateconf, on April 27, 2018, in New York City.

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As we wrangle with the focus of World IA Day, "IA for good," we should start by asking: what does it mean to be good in the context of IA, user experience, content strategy, and design? In this post-fact era, does the truth matter--and does good matter? It does--not in how we shift our loyalties, but in how our users shift their instincts. Inconsistency affects us and destroys trust--in brands, governments, wisdom, and ourselves. The most good IA can do is to empower the impact of our users. Design is a force multiplier and we can fuel that good. Keynote at World IA Day Boston, #WIADBOS, #WIAD18, February 24, 2018, in Cambridge MA.

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Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on why and how to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you maintain content for the Web, mobile apps, social media, or offline experiences. From there, you’ll learn how to use a message architecture as the metric against which to measure content in a qualitative content audit. Then carry it into governance: We’ll explore the impact of a message architecture on editorial style guidelines and an editorial calendar—and see how that foundation can improve efficiency and client satisfaction throughout your projects. Discover how a brand-attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment through entire engagements. Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy, and the business issues beyond it. What if you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation? No matter your title, it’s time to embrace content strategy, starting with the message architecture. Learn how to establish a hierarchy of communication goals with a hands-on exercise and the right questions to ask along the way to minimize distracting, off-brand features, like the blog no one has time to update. Discover how to bring brand-driven thinking through subsequent activities, like the content audit and content model. Explore the impact of the message architecture on “rubber meets the road” details in style, tone, and diction. Gain additional tools to keep your projects on track, on time, and on budget. Presented as a workshop at Confab Central, #ConfabCentral, in Minneapolis, June 7, 2017.

Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...

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Brand-driven content strategy complements user-centred design to use prioritised communication goals to focus new features, content types, and the workflow to create and maintain them. In this workshop, you’ll get up to speed on the philosophy, questions, tools, and exercises to implement brand-driven content strategy. We’ll use BrandSort™ to conduct a hands-on exercise to prioritise communication goals and develop a message architecture—ideal whether you maintain content for the web, mobile apps, social media, offline experiences, or any imagined output of your CMS. Eager for more efficient engagements? You’ll discover how a brand attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organisational alignment. Then we’ll discuss the content opportunities a gap analysis can reveal when we use the message architecture as a metric of quality in a content audit. Join this workshop to build out your content strategy toolkit: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with the hands-on BrandSort exercise. Discuss the right questions to ask—and how to ask them—to minimise distracting, off-brand features, like the blog no one has time to update. Gain additional tools to keep your projects on track, on time, and on budget Presented at UX London in London, #UXLondon, on May 24, 2017.

Driving Your Product's Content Strategy with a Message Architecture at UX Lon...

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The 2016 US presidential election revealed a post-fact culture. Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand—ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Today, lies matter less… not to brands, but to their audiences. Emotion replaces logic. So how do you develop rapport when your audience tests proof points against their own convictions? Can mass media validate fact if “truthiness” trumps truth? Can you harness opposing perspectives without ceding to false equivalency? Most importantly, we’ll discuss how to empower audiences to embrace the courage of their convictions on your behalf. Presented at SXSW in Austin, #sxsw and #factstalk, on March 14, 2017.

Communicating in an Era of Self-Validating Facts at SXSW

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Long before you target prospective students, they’re forming opinions, narrowing options, and determining costs… without talking to you. They’re hearing other voices—and what those voices say may surprise you. Today, organizations like Peterson’s, Sallie Mae, and College Confidential help students vet schools and determine budgets, conversations previous generations had with guidance counselors and college recruiters. Discover how publishers and financial institutions are earning trust through new choices in content types, calls to action, and partner investments. As higher education draws scrutiny for cost and relevance, it’s time to learn from adjacent industries and reframe the conversation from your own institution. Learn how students gain confidence in their choices as they navigate the application and aid processes. Discover what prospects look for when determining what resources deserve their time, attention, and trust. Uncover how partners can strengthen your brand in the topics students value—especially when they don’t want to hear about those topics from you. Presented at Confab Higher Ed 2016, #ConfabEDU, in Philadelphia November 15, 2016.

Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016

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The 2016 US presidential election reveals a post-fact culture. Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand--ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Today, lies matter less. Not to brands, but to their audiences. Emotion replaces logic. So how do you choose content types to develop rapport when your audience tests proof points against their convictions? Can mass media validate fact if "truthiness" trumps truth? Can you harness opposing perspectives without ceding to false equivalency? Most importantly, we'll discuss how to empower audiences to embrace the courage of their convictions on your behalf. Presented at the online Content Strategy Summit 2016, #CSsummit, August 25, 2016.

Content Strategy for an Era of Self-Validating Facts at CSsummit

Margot Bloomstein

Content strategy both champions and makes possible the idea that "everyone is a publisher." New platforms and approaches to collaboration let us reframe the conversation beyond traditional book publishing. But with challenges to net neutrality and inconsistent network connectivity in the developing world, do we need to limit our definition of "everyone" to just the white and wealthy world and the more cutting-edge businesses it spawns? Maybe that's the case today, but today is the mirror of realism. The future is the undefined outcome of optimism—and we have many reasons to be optimistic. Looking at emerging examples from modern business culture, Silicon Valley investment strategies, and communication trends beyond the United States, Margot Bloomstein will map out challenges and opportunities for publishing in the coming decades. The author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project, Bloomstein will explore how content strategy will work in the future to aid the changing face of publishing. Who will practice it? Will power align with technology, quality, perspective, or a combination of all three? And how will we define "publishing," anyhow? Presented at Content Strategy Summit, #CSSummit, online, on September 22, 2015

Expanding our expectations of "everyone" at Content Strategy Summit 2015

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Content strategy champions and makes possible the idea that “everyone is a publisher.” But with challenges to net neutrality and inconsistent network connectivity in the developing world, do we need to limit our definition of “everyone” to just the white and wealthy world and the more cutting edge businesses it spawns? Maybe that’s the case today, but today is the mirror of realism. The future is the undefined outcome of optimism—and we have many reasons to be optimistic. Looking at emerging examples from modern business culture, Silicon Valley investment strategies, and communication trends beyond the United States, Margot Bloomstein will map out challenges and opportunities for publishing in the coming decades. The author of Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project, Bloomstein will explore how content strategy will work in the future to aid the changing face of publishing. Who will practice it? Will power align with technology, quality, perspective, or a combination of all three? And how will we define “publishing,” anyhow? Presented November 5, 2014 as part of the UX Futures Summit.

UX Futures: Publishing and Expanding Our Expectations of Everyone

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