Margot Bloomstein

Brand and content strategist and author of Content Strategy at Work

Margot Bloomstein is the author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Engagement (Morgan Kaufmann, 2012) and principal of Appropriate, Inc., an independent brand and content strategy consultancy based in Boston. She crafts brand-appropriate user experiences to help retailers, universities, and other organizations engage their target audiences and … [full biography]

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    Content strategy advocacy

    I help in-house marketing departments talk with their internal clients, collaborators, and stakeholders about the value of content strategy. I’ll review your existing workflow and creative processes to determine points of inclusion and opportunities to improve timing, budget use, and project success rates, then help you pitch the value of content strategy to collaborators in design, marketing, user experience, project management, CMS integration. Everyone wins with a better process.

    Message architecture development

    I work with key stakeholders and C-level executives to rally them around a unified vision and hierarchy of communication goals for a project, service, or corporate overhaul. I’ll facilitate your team through an activity designed to get everyone on the same page and determine what’s most important to communicate–then we’ll be able to prioritize the content types, channel investments, and editorial style to achieve that vision.

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    Margot Bloomstein

    Margot Bloomstein is the author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Engagement (Morgan Kaufmann, 2012) and principal of Appropriate, Inc., an independent brand and content strategy consultancy based in Boston. She crafts brand-appropriate user experiences to help retailers, universities, and other organizations engage their target audiences and project key messages with consistency and clarity in both traditional and social media.

    Interactive agencies and large corporations alike turn to Margot to help grow their content strategy practices. Over the past decade, she helped shape corporate social responsibility efforts at Timberland, content for alumni relations at Tufts University, and strategy for cultural tourism in the state of Nevada. The rogues’ gallery also includes ECCO Shoes, Fidelity, Liberty Mutual, Philips, Lindt and Sprüngli, Furman University, Harvard University, the Rhode Island Public Transit Authority, and Hanover Insurance.

    A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW 2013, Margot speaks internationally about enriching interactive engagements with content strategy. Recent engagements include CS Forum Helsinki, Content Marketing World, IA Konferenz Germany, Confab, and Web 2.0. Margot also shapes the profession as a lecturer in the Strategic Communications graduate program at Columbia University. You’ll find her blogging infrequently at Appropriate, Inc. and tweeting prolifically at @mbloomstein.