Margot 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 through both traditional and social media.
Advertising and interactive agencies as well as large corporations turn to Margot to help grow their content strategy practices. Over the past decade, she's had a hand in shaping 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 BT, ECCO Shoes, Fidelity, Liberty Mutual, Philips, Lindt and Sprüngli, Harvard University, and the Rhode Island Public Transit Authority.
A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW, Margot speaks internationally about enriching interactive engagements with content strategy. Recent engagements include UX London, CS Forum Helsinki, Content Marketing World, Content Strategy Applied, Confab, and Web 2.0. She also helps organise the Content Strategy New England meetup. Find her blogging infrequently at Appropriate, Inc. and tweeting prolifically at @mbloomstein.
Defining our profession, defining ourselves