Margot Bloomstein – Appropriate, Inc.: Putting Content Strategy to Work

Wednesday, December 12, 2012, 6:30 – 9:00 pmMicrosoft NERD (New England Reasearch and Development Center)
One Memorial Drive, Cambridge MA 02142




Even if content strategy isn’t your job, content’s probably your problem–and probably more than you think. If you have a message to deliver and want it to ring true for your target audience, there’s a lot to consider. 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, project managers, UX folks, 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 sizes for real-world examples and approaches you can adopt, no matter your role on the team. Margot will bring some of those case studies to life with Q&A and a drawing for a free copy–or get yours ahead of time at Barnes and Noble,, or, or from Morgan Kaufmann that night.


Margot Bloomstein is the principal of Appropriate, Inc., an independent brand and content strategy consultancy based in Boston. For more than a decade, she’s worked with retailers, universities, and other organizations to engage their target audiences and project key messages with consistency and clarity through both traditional and social media.

A participant in the inaugural Content Strategy Consortium, Margot speaks regularly on the collaborative opportunities for enriching interactive projects with content strategy. Recent engagements include CS Forum Cape Town, Content Marketing World, Confab, UPA Las Vegas, CS Forum London, and O’Reilly’s Web 2.0. She’s also returning to SXSW in 2013 as a featured speaker. She is the author of “Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Engagement” (Morgan Kaufmann, 2012) and helps organize the Content Strategy New England meetup. Margot holds a BFA from Carnegie Mellon and tweets excessively at @mbloomstein.

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