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We must empower our audiences to earn their trust—not the other way around—and our tactical choices in content and design can fuel empowerment. Margot will walk you through 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. Let’s address the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Is there a place for vulnerability in corporate strategy? And what’s the role of command and control consistency in the creative work of a corporate enterprise? Learn how these questions can drive design choices in organizations of any size and industry—and discover how your choices can empower users and rebuild our very sense of trust across society itself.
For 20 years, brand and content strategy consultant Margot Bloomstein has helped shape the content strategy industry by leading workshops, keynoting conferences, and consulting for marketing and UX teams in a range of institutions. The principal of Appropriate, Inc., she’s the author of the seminal Content Strategy at Work and a forthcoming book about using content and design to foster trust. Margot’s work in message architecture-driven content strategy shapes the communication of key tenets of the American Montessori Society, crisis response at Harvard University, and cultural tourism in the state of Nevada. Her clients also include Sallie Mae, Fidelity, Lovehoney, Scholastic, Lindt and Sprüngli, and the Rhode Island Public Transit Authority.
A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW, Margot is a popular keynote speaker at conferences, corporate events, and in private workshops around the world. She also produces BrandSort and teaches in the graduate program of FH Joanneum University in Graz, Austria. She advises Women Talk Design, a network of underrepresented speakers in design and adjacent industries, and actively participates in discussion around content, design, and trust on Twitter at @mbloomstein.
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