Content Strategy at Work

Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. For more than a decade, she's partnered with retailers, universities, and other organizations to create brand-appropriate user experiences that 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-and energetically-about the evolving challenges for content strategy. Recent engagements include Content Strategy Forum London, Confab, edUi, SXSW, Web 2.0 Expo, Web Content, and more intimate regional events across the country. She also helps organize Content Strategy New England.Margot is the author of Content Strategy at Work (Morgan Kaufmann, March 2012), a collection of case studies, examples, and processes that help teams embrace content strategy on every interactive project. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, SEO consultants, and anyone who wants to create better user experiences, whether in in-house marketing departments or agency consulting engagements.Margot lives outside Boston with her husband Mike and Ringo, their adorable and talkative white German Shepherd.

"This book is filled with easy-to-use models and examples from many different resources. The chapters are cohesive and easy to understand…Content Strategy at Work is useful as a supplement for anyone who is knowledgeable or has a personal interest in content strategy."--Technical Communication, May 2013"Bloomstein is at her most thought provoking when she shines the light on complex projects that present a host of strategic, editorial, design, organizational and technical challenges. For example, the case of the television network that wanted to comingle its programming content with encyclopedic information, a goal that required the active use of nearly every wrench and screwdriver in the CS toolkit. It demonstrates the highly strategic and supremely tactical nature of content strategy in a single project, including a healthy portion of organizational challenge, a common byproduct of smart content choices. In Content Strategy at Work, Bloomstein frames the cases with meaningful context, crisp approaches to problem solving (I will definitely be cribbing from her message architecture client exercise, which she generously shares) and genuine curiosity." --ScatterGather.Razorfish.com"The newest book to the list, Content Strategy at Work by Margot Bloomstein, is a great starting point for those with backgrounds in SEO, social media, or design. Bloomstein effortlessly ties common marketing disciplines to the emerging forefront of content marketing and does so by providing ultra-readable and down to earth case studies. The real lesson presented here, and what drives this book, is to give the user a better experience, a goal that all marketers, regardless of background, shouldn’t find much trouble getting behind." --SparkPlugDigital.com"Margot Bloomstein guides us through the lifecycle and mindset for content strategy. The process begins with defining what you really need to say. It ends with a solid plan, and long-term commitment, for maintaining that content. To illustrate this lifecycle, Bloomstein provides not only approaches from her personal experience but also a range of case studies from non-profits, healthcare, auto, apparel, higher education and many more. That’s a wide variety of budgets, team sizes, and goals. Chances are you'll find many instances in this book that make you say, ‘Their situation is exactly like ours!’" --Content-Science.com"Bloomstein, who heads a brand and content strategy consultancy that helps retailers, universities, and other clients engage target audiences and project key messages through traditional and social media, shows designers, information architects, project managers, copywriters, social media consultants, and others who work with visual or verbal content specific strategies for prioritizing content initiatives to ensure that its types, tone, and media support the customer experience in a way that is appropriate to the brand and useful to its audience." --Reference and Research Book News, Inc.

• Chapter 1: How content strategy can helpChapter 2: Designing cohesive experiences: introducing content strategy to designChapter 3: Embracing reality: incorporating content strategy into project management and information architectureChapter 4: Executing on content strategy through copywriting, curation, and aggregation Chapter 5: Coupling content strategy with search engine optimization Chapter 6: Improving content management with content strategy Chapter 7: Grounding social media in content strategy Chapter 8: Growing the business and getting to work