Context Trumps Location But Brand Backs Them All

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Margot Bloomstein

Location is an important aspect of context, but it’s more complicated than just that. Context includes time of day, where your users came from, their mental models, what else is happening, and so much more. Fact is, there are many contexts, and you can’t afford to address them all. Instead, we’ll discuss the different types of experiences you can create and show you how to choose the one that’s right for your brand: What fits your unique communication goals, the needs of your target audience, and the dueling constraints of budget and resources? What’s sustainable? And how should your contextually relevant content strategy respond to new opportunities in responsive design? In this session we’ll walk through examples of how real brands have tackled context in all its forms, and dig into the challenges you face to identify a message architecture, choose contextually relevant experiences, and sustain your efforts over time. Presented at O'Reilly Where Conference, #whereconf, Location Marketing Boot Camp, on April 2, 2012 with Sara Wachter-Boettcher.

Design Technologie Unterhaltung & Humor

@mbloomstein & @sara_ann_marie
© 2012
This will not be the most
mind-blowing 10 minutes of
your life,
but it will be damn close.

@mbloomstein & @sara_ann_marie
© 2012
Meet Margot, or @mbloomstein.

@mbloomstein & @sara_ann_marie
© 2012
Meet Sara, or @sara_ann_marie.

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

@mbloomstein & @sara_ann_marie
© 2012
Location, location, location!
This stuff’s exciting, AMIRITE?

@mbloomstein & @sara_ann_marie
© 2012
This stuff’s exciting, AMIRITE?
Location, location, location!

@mbloomstein & @sara_ann_marie
© 2012
This stuff’s exciting, AMIRITE?
Location, location, location!

Reality!

@mbloomstein & @sara_ann_marie
© 2012
You are not a rock star.
You have constraints, even in
the fast lane.

@mbloomstein & @sara_ann_marie
© 2012
EVERYTHING,
ALL THE TIME

@mbloomstein & @sara_ann_marie
© 2012
If you want to...

@mbloomstein & @sara_ann_marie
© 2012
Support a holistic user experience

@mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency

@mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency
…among multiple apps
and community managers

@mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency
…among mobile
and web
and email

@mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency
…between Twitter and Facebook

@mbloomstein & @sara_ann_marie
© 2012
Ensure cross-channel consistency
…among Foursquare, Path,
Instagram, Highlight, Facebook
Places, Yelp, Google Places,
Pinterest...

@mbloomstein & @sara_ann_marie
© 2012
You need to prioritize.

@mbloomstein & @sara_ann_marie
© 2012
If you don’t know what
you need to communicate,
how will you know where to do
it?

@mbloomstein & @sara_ann_marie
© 2012
Establish a
message architecture.

@mbloomstein & @sara_ann_marie
© 2012
Establish a
message architecture.

@mbloomstein & @sara_ann_marie
© 2012
Establish the
message architecture.

@mbloomstein & @sara_ann_marie
© 2012
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.

@mbloomstein & @sara_ann_marie
© 2012
Make us look
innovative,
but not risky.

@mbloomstein & @sara_ann_marie
© 2012
Traditional,
but edgy.

@mbloomstein & @sara_ann_marie
© 2012
©Warby Parker

@mbloomstein & @sara_ann_marie
© 2012
Words are valuable,
but inactionable without
context and priority.

@mbloomstein & @sara_ann_marie
© 2012

@mbloomstein & @sara_ann_marie
© 2012
Why do this?
Incorporate location-based efforts to
manifest the message architecture—not
just because they’re trendy or the CEO
digs badges.
This week.

@mbloomstein & @sara_ann_marie
© 2012
A little thing with big impact.

@mbloomstein & @sara_ann_marie
© 2012

@mbloomstein & @sara_ann_marie
© 2012
Message architecture
Knowledgeable insider
• Smart stuff you’d never hear otherwise
• Descriptive details—not just general history
Accurate, yet accessible
• Relaxed, unstuffy voice
• Credible facts
Unexpectedly fun
• Offbeat and quirky takes on history

@mbloomstein & @sara_ann_marie
© 2012
Message architecture drives
platform selection

@mbloomstein & @sara_ann_marie
© 2012
• Quick tips
• Local/location-based
• Check-ins
• Themed
• Deals and badges
• Robust user
community
• Quick tips
• Local/location-based
• Check-ins
• Themed
• Deals and badges
• Robust user
community

@mbloomstein & @sara_ann_marie
© 2012
Explore the world
around you and learn
interesting things.
Find great local
businesses with the
help of real people.

@mbloomstein & @sara_ann_marie
© 2012
Message architecture drives
editorial content choices too:
• Style
• Tone
• Diction
• Sentence structure
• Calls to action

@mbloomstein & @sara_ann_marie
© 2012

@mbloomstein & @sara_ann_marie
© 2012

@mbloomstein & @sara_ann_marie
© 2012
It’s not everything, all the time,
to everyone.
Don’t be everywhere.
Be where you belong,
and your audience is.
Fly free within constraints.

@mbloomstein & @sara_ann_marie
© 2012
Be an eagle…
not the Eagles.

@mbloomstein & @sara_ann_marie
© 2012
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
http://amzn.to/CSatWork
Sara Wachter-Boettcher
@sara_ann_marie
sara@sarawb.com
Look for Content Everywhere soon
Title image The United States of GOOD Beer, © GOOD magazine, http://www.good.is/post/map-the-united-
states-of-good-beer/

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Mass media and our most cynical memes say we live in a post-fact era. Who can we trust—and how do our users invest their trust? Without addressing those challenges, marketing falls flat. 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. Empower your audience to earn their trust. Presenting a new strategy for content and design that addresses empowerment, Margot will share examples from retail, publishing, government, and other industries to detail what you can do to meet unprecedented problems in information consumption. Learn how voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users, build their confidence, and strengthen your brand. Embracing a new strategy, your work can drive something even more important: hope. Delivered as a keynote to OmnichannelX 2020, #OmniXConf, in Amsterdam and virtually by Margot Bloomstein, @mbloomstein. (c) 2020 Margot Bloomstein.

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX

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Rebuilding Trust: Validate users by starting where they are at Confab 2019

Rebuilding Trust: Validate users by starting where they are at Confab 2019

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Margot Bloomstein

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Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...

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Margot Bloomstein

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Designing for Trust in an Uncertain World at An Event Apart Seattle

Designing for Trust in an Uncertain World at An Event Apart Seattle

Margot Bloomstein

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.

Designing trust in an era of self-validating facts at Fluxible 2018

Designing trust in an era of self-validating facts at Fluxible 2018

Designing trust in an era of self-validating facts at Fluxible 2018

Margot Bloomstein

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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How to Embrace Pace with Content Strategy for Slow Experiences

How to Embrace Pace with Content Strategy for Slow Experiences

Margot Bloomstein

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.

Content Strategy for Slow Experiences at Generate NYC 2018

Content Strategy for Slow Experiences at Generate NYC 2018

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Margot Bloomstein

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.

Empowerment in an era of self-validating facts at World IA Day Boston

Empowerment in an era of self-validating facts at World IA Day Boston

Empowerment in an era of self-validating facts at World IA Day Boston

Margot Bloomstein

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...

Margot Bloomstein

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...

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

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

Margot Bloomstein

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

Communicating in an Era of Self-Validating Facts at SXSW

Communicating in an Era of Self-Validating Facts at SXSW

Margot Bloomstein

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

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

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

Margot Bloomstein

Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises 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. Eager for more efficient engagements? You’ll also discover how a brand-attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment. Then use this foundation to conduct a qualitative and quantitative content audit. We’ll discuss the content opportunities a gap analysis can reveal when we use the message architecture as a metric of quality. 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. 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 a hands-on exercise Discuss the right questions to ask—and how to ask them—to minimize 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

Brand-driven Content Strategy: Developing a Message Architecture workshop at ...

Margot Bloomstein

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

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

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

Margot Bloomstein

Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy. If you’re a designer planning for content or a developer tailoring the CMS to specific content types, they’re your challenges, too. If you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation, forget your title. It’s time to embrace content strategy, starting with the message architecture. Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you design for the web, mobile apps, social media, or offline experiences. Then use this foundation to learn about a qualitative and quantitative content audit, content types, and editorial style guidelines. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work. What you can expect: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update Use a content audit to evaluate content against the message architecture Gain additional tools to keep your projects on track, on time, and on budget Presented as a workshop at WebVisions NYC, April 7, 2016, at WebVisions in New York.

Establishing a Brand-driven Message Architecture WebVisions NYC

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Context Trumps Location But Brand Backs Them All

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2. @mbloomstein & @sara_ann_marie © 2012 This will not be the most mind-blowing 10 minutes of your life, but it will be damn close.

3. @mbloomstein & @sara_ann_marie © 2012 Meet Margot, or @mbloomstein.

4. @mbloomstein & @sara_ann_marie © 2012 Meet Sara, or @sara_ann_marie.

5. @mbloomstein & @sara_ann_marie © 2012 Location, location, location!

6. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?

7. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?

8. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?

9. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?

10. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?

11. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?

12. @mbloomstein & @sara_ann_marie © 2012 Location, location, location! This stuff’s exciting, AMIRITE?

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32. @mbloomstein & @sara_ann_marie © 2012 Establish a message architecture.

33. @mbloomstein & @sara_ann_marie © 2012 Establish the message architecture.

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50. @mbloomstein & @sara_ann_marie © 2012

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