A Village of P's and C's, Digital Content Strategies Conference Keynote

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Margot Bloomstein

Tired? Frustrated? Intimidated by content? Welcome, friend. You’re in the right place. Your content takes a village, and the evolution of modern content strategy comes with just that: an unmistakable, inescapable culture of community. We share, collaborate, and socialize our work. That’s a practice you can bring home to address the people, process, and politics unique to your own corporate culture. At the same time, those topics are key to infusing content marketing efforts with the laser focus of content strategy. Addressing your content as a business asset? Content strategy makes it happen. We’ll discuss how you can harness the power of community to make your content marketing efforts more focused and successful than ever before. Presented at the Digital Content Strategies Conference 2013, San Diego; #DCSC13 March 13, 2013.

#DCSC13 | @mbloomstein 1
© 2013© 2012
A VILLAGE OF P’s AND C’s
Margot Bloomstein
Digital Content Strategies
Conference 031313
@mbloomstein #DCSC13

#DCSC13 | @mbloomstein 2
© 2013

#DCSC13 | @mbloomstein 3
© 2013

#DCSC13 | @mbloomstein 4
© 2013This is community.

#DCSC13 | @mbloomstein 5
© 2013
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.

This takes a village…
to mind the P’s and C’s.

Political

Political
People

Political
People
Process

#DCSC13 | @mbloomstein 10
© 2013
Sustainable content is content you can
create—and maintain—without going
broke, without lowering quality in ways
that make the content suck, and without
working employees into nervous
breakdowns.
Erin Kissane,
The Elements of Content Strategy

Collaboration

Collaboration
Community

Collaboration
Community
Culture

#DCSC13 | @mbloomstein 14
© 2013
Web 1.0
brochureware
blah blah blah.

#DCSC13 | @mbloomstein 15
© 2013
Web 2.0 =
conversation.
Conversation
demands
strategy.

#DCSC13 | @mbloomstein 17
© 2013

#DCSC13 | @mbloomstein 18
© 2013

#DCSC13 | @mbloomstein 19
© 2013
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
http://amzn.to/CSatWork
All other images © Margot Bloomstein unless otherwise noted.

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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

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

How to Embrace Pace with Content Strategy for Slow Experiences

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

Content Strategy for Slow Experiences at Generate NYC 2018

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

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

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Designing for Trust in an Uncertain World An Event Apart DC

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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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Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019

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Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019

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

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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

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

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

How to Embrace Pace with Content Strategy for Slow Experiences

How to Embrace Pace with Content Strategy for Slow Experiences

How to Embrace Pace with Content Strategy for Slow Experiences

Content Strategy for Slow Experiences at Generate NYC 2018

Content Strategy for Slow Experiences at Generate NYC 2018

Content Strategy for Slow Experiences at Generate NYC 2018

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

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

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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

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

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

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The biodesign approach for fabricating textiles using root-based materials is explored in my final project for my Postgraduate in Fabricademy. I experimented with different types of grain seeds, growing media, patterns, and environments. Additionally, I discovered various post-processing techniques, such as colouring, changing flexibility, and applying biodegradable coatings. The Amber Grain Embroidery project aims to design bio-folklore costumes featuring elements made of wheat and barley roots. Raw wool is used as a binding agent. The root embroideries are complemented by dried grass and pressed material from seeds. The costumes are inspired by traditional Slovak and Czech folklore costumes, symbolizing the importance of grain as a vital source of livelihood and material wealth.

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Stark Industries Marketing Plan (1).pptx

Stark Industries Marketing Plan (1).pptx

Stark Industries Marketing Plan (1).pptx

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A Village of P's and C's, Digital Content Strategies Conference Keynote

1. #DCSC13 | @mbloomstein 1 © 2013© 2012 A VILLAGE OF P’s AND C’s Margot Bloomstein Digital Content Strategies Conference 031313 @mbloomstein #DCSC13

2. #DCSC13 | @mbloomstein 2 © 2013

3. #DCSC13 | @mbloomstein 3 © 2013

4. #DCSC13 | @mbloomstein 4 © 2013This is community.

5. #DCSC13 | @mbloomstein 5 © 2013 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.

6. This takes a village… to mind the P’s and C’s.

8. Political People

9. Political People Process

10. #DCSC13 | @mbloomstein 10 © 2013 Sustainable content is content you can create—and maintain—without going broke, without lowering quality in ways that make the content suck, and without working employees into nervous breakdowns. Erin Kissane, The Elements of Content Strategy

11. Collaboration

12. Collaboration Community

13. Collaboration Community Culture

14. #DCSC13 | @mbloomstein 14 © 2013 Web 1.0 brochureware blah blah blah.

15. #DCSC13 | @mbloomstein 15 © 2013 Web 2.0 = conversation. Conversation demands strategy.

16.

17. #DCSC13 | @mbloomstein 17 © 2013

18. #DCSC13 | @mbloomstein 18 © 2013

19. #DCSC13 | @mbloomstein 19 © 2013 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein http://amzn.to/CSatWork All other images © Margot Bloomstein unless otherwise noted.