Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX

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Margot Bloomstein

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.

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Universalis Cosmographia, Martin Waldseemüller, 1507

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Universalis Cosmographia, Martin Waldseemüller, 1507

4 • @mbloomstein4 • #aeasf • @mbloomstein
Where does authority
come from?

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“I’m here, you’re not, let me tell you about it.”

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“I’m here, you’re not, let me tell you about it.”
6 • #aeasf • @mbloomstein
360 With Anderson Cooper © CNN

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“I’m here, you’re not, let me tell you about it.”
Ugly Delicious © Netflix

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Parts Unknown © CNN
“I’m here, you’re not, let me tell you about it.”

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Inconsistency and irrelevance erode authority—
and stoke cynicism.

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For better or worse,
our internal truths trump external facts

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©Sam Morrison / www.presidentflopflops.com

Inconsistency erodes our ability to evaluate and trust.

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63% of the general population finds it difficult
to differentiate between real and fake news.
Source: 2018 Edelman Trust Barometer

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This is our problem.

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This is our problem—and opportunity.

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Empowerment builds trust

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To regain your audience’s trust,
empower them with useful, usable content

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Voice
Volume
Vulnerability

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Voice

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© Mailchimp Voice and Tone Principles, October 2019, Erin Crews

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Voice
Volume

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Users can appreciate slow experiences.
they’re engaged,
anticipating,
creating memories.

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31 • @mbloomstein

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©Yunghi Kim, Contact Press

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Voice
Volume
Vulnerability

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(cc) Dru Bloomfield

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COOK’S ILLUSTRATED EXAMPLE

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ADD OUTSIDE YOUR BUBBLE

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© Antsy Labs

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• Communicate quickly; update if necessary
• Take responsibility (in the first-person)
• Accurately and completely explain errors
• Detail what you will do resolve the issue

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https://blog.zoom.us/wordpress/2020/04/01/a-message-to-our-users/

43 • @mbloomstein
https://blog.zoom.us/wordpress/2020/04/01/a-message-to-our-users/

44 • @mbloomstein
https://blog.zoom.us/wordpress/2020/04/01/a-message-to-our-users/

Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
TRUSTWORTHY BOOK COMING MARCH 2021
SIGN UP AT APPROPRIATEINC.COM TO HEAR MORE!
THANK YOU

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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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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-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...

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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

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

Margot Bloomstein

Trying to manage scope, stakeholders, and shifting priorities? Need to determine a consistent voice among multiple authors? Content strategy can help. Amid constrained resources, competing priorities, and a contributory culture, content strategy can help us focus and do less—but do what really matters. Margot will discuss how to empower communicators and rally everyone around a common vocabulary for use in print, traditional web communication, and social media. Presented at Converge 2015, #Converge2015, October 22, 2015 in New Orleans.

Jumpstarting content strategy with a message architecture at Converge2015

Jumpstarting content strategy with a message architecture at Converge2015

Jumpstarting content strategy with a message architecture at Converge2015

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

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

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

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. Presented as a three-hour workshop at Confab Intensive, #ConfabINT, in Portland OR on August 31, 2015.

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

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Online experiences can be fast, efficient, easy, orderly—and sometimes, that's a recipe for disaster. Users click confirm too soon, confuse important details, or miss a key feature in a product description. 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. We’ll look at REI, Target, 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 with more deliberate content strategy. Presented at Web Design Day in Pittsburgh, #WDD2015, June 12, 2015.

Content Strategy for Slow Experiences at Web Design Day

Content Strategy for Slow Experiences at Web Design Day

Content Strategy for Slow Experiences at Web Design Day

Margot Bloomstein

What’s in a name—and does it constrain or empower us? As “content strategy” evolves as an industry, so too do the areas of expertise that we individually offer and that our clients expect. Is this a problem, or an opportunity? Do you really have to do it all? Can we grapple with our terminology to broaden the profession without losing its relevance? And do we run the risk of diluting the meaning? Looking at examples in a variety of industries, we’ll discuss the responsibility and opportunity in how we define our industry and the areas of specialty it can comprise. Delivered at Confab Central, #ConfabMN, May 22, 2015.

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Defining Our Profession Defining Ourselves at Confab

Defining Our Profession Defining Ourselves at Confab

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Online experiences can be fast, efficient and easy—but sometimes, that’s all wrong! Users click Buy too soon, miss important details or don’t find content that aids conversion. Efficient isn’t always effective and fast isn’t always functional. In fact, some of the most memorable web engagements employ “slow content strategy” with design considerations and content types that aid stickiness and retention. Margot Bloomstein will lead you through examples from a range of industries to see how you can manage—and slow—the pace at which users move through your website designs to create experiences that aid learning, fuel anticipation and create memories.

Content strategy for Slow Experiences at HowLive15

Content strategy for Slow Experiences at HowLive15

Content strategy for Slow Experiences at HowLive15

Margot Bloomstein

Online experiences can be fast, easy, and orderly—and sometimes, that’s all wrong for both users and brands. Not all websites need to be efficient to be effective. Some of the most memorable and profitable web experiences help users slow down, engage in discovery, and learn by doing. Brands like IKEA use “slow content strategy” to encourage discovery and create a new level of brand engagement. Other companies such as outdoor specialist Patagonia and investment bank Fidelity use content types and editorial styles to help customers focus. Content strategist and author Margot Bloomstein explains how such a slow content strategy can pack a target audience for the brand and thus propel customer engagement to new heights. Presented at Congres Content Marketing & Webredactie, #congresCM on November 20, 2014 in Utrecht, the Netherlands.

Content strategy for deliberate discovery at CongresCM

Content strategy for deliberate discovery at CongresCM

Content strategy for deliberate discovery at CongresCM

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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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Content Strategy for Slow Experiences at LevelUpCon

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What’s in a name—and does it constrain or empower us? As “content strategy” evolves as an industry, so too do the areas of expertise individual practitioners offer and our clients expect. Is that a problem, or an opportunity? Can we grapple with our terminology to broaden the profession without losing its relevance? And do we run the risk of diluting the meaning? We’ll discuss the responsibility and opportunity in how we define our industry and the areas of specialty it can comprise. Presented at Environments for Humans Content Strategy Summit, #CSSummit, August 19, 2014.

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Unlocking the Mystery of the Voynich Manuscript

Unlocking the Mystery of the Voynich Manuscript

Unlocking the Mystery of the Voynich Manuscript

A.I. and The Social Media Shift - Mohit Rajhans

A.I. and The Social Media Shift - Mohit Rajhans

A.I. and The Social Media Shift - Mohit Rajhans

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX

1. 1 • @mbloomstein @omnixconf #omnixconf Sponsored by Platinum Gold Silver Associate governance systems content design Transforming your brand into a trusted source Margot Bloomstein President Appropriate, Inc. @mbloomstein

2. 2 • @mbloomstein Universalis Cosmographia, Martin Waldseemüller, 1507

3. 3 • @mbloomstein Universalis Cosmographia, Martin Waldseemüller, 1507

4. 4 • @mbloomstein4 • #aeasf • @mbloomstein Where does authority come from?

5. 5 • @mbloomstein “I’m here, you’re not, let me tell you about it.”

6. 6 • @mbloomstein “I’m here, you’re not, let me tell you about it.” 6 • #aeasf • @mbloomstein 360 With Anderson Cooper © CNN

7. 7 • @mbloomstein “I’m here, you’re not, let me tell you about it.” Ugly Delicious © Netflix

8. 8 • @mbloomstein8 • #aeasf • @mbloomstein Parts Unknown © CNN “I’m here, you’re not, let me tell you about it.”

9. 9 • @mbloomstein

10. 10 • @mbloomstein Inconsistency and irrelevance erode authority— and stoke cynicism.

11. 11 • @mbloomstein For better or worse, our internal truths trump external facts

12. 12 • @mbloomstein

13. 13 • @mbloomstein ©Sam Morrison / www.presidentflopflops.com

14. Inconsistency erodes our ability to evaluate and trust.

15. 15 • @mbloomstein 63% of the general population finds it difficult to differentiate between real and fake news. Source: 2018 Edelman Trust Barometer

16. 16 • @mbloomstein This is our problem.

17. 17 • @mbloomstein This is our problem—and opportunity.

18. 18 • @mbloomstein Empowerment builds trust

19. 19 • @mbloomstein To regain your audience’s trust, empower them with useful, usable content

20. 20 • @mbloomstein Voice Volume Vulnerability

21. 21 • @mbloomstein Voice

22. 22 • @mbloomstein

23. 23 • @mbloomstein © Mailchimp Voice and Tone Principles, October 2019, Erin Crews

24. 24 • @mbloomstein

25. 25 • @mbloomstein Voice Volume

26. 26 • @mbloomstein

27. 27 • @mbloomstein

28. 28 • @mbloomstein

29. 29 • @mbloomstein Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.

30. 30 • @mbloomstein

31. 31 • @mbloomstein

32. 32 • @mbloomstein ©Yunghi Kim, Contact Press

33. 33 • @mbloomstein Voice Volume Vulnerability

34. 34 • @mbloomstein (cc) Dru Bloomfield

35. 35 • @mbloomstein

36. COOK’S ILLUSTRATED EXAMPLE

37. 37 • @mbloomstein ADD OUTSIDE YOUR BUBBLE

38. 38 • @mbloomstein Your brand is at its most vulnerable when you just screwed up. You face the greatest risk in the aftermath: Do you double down on defeat, or do you embrace opportunity?

39. 39 • @mbloomstein © Antsy Labs

40. 40 • @mbloomstein • Communicate quickly; update if necessary • Take responsibility (in the first-person) • Accurately and completely explain errors • Detail what you will do resolve the issue

41. 41 • @mbloomstein

42. 42 • @mbloomstein https://blog.zoom.us/wordpress/2020/04/01/a-message-to-our-users/

43. 43 • @mbloomstein https://blog.zoom.us/wordpress/2020/04/01/a-message-to-our-users/

44. 44 • @mbloomstein https://blog.zoom.us/wordpress/2020/04/01/a-message-to-our-users/

45. 45 • @mbloomstein Earn trust by offering a consistent voice, the right volume of detail, and growth through vulnerability. Empower your audience and you’ll rebuild their confidence in themselves, your brand, and the world.

46. Margot Bloomstein @mbloomstein margot@appropriateinc.com TRUSTWORTHY BOOK COMING MARCH 2021 SIGN UP AT APPROPRIATEINC.COM TO HEAR MORE! THANK YOU