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Margot Bloomstein

Principal, Brand & Content Strategy Consultant, Speaker, and Author , Appropriate, Inc.

About Margot Bloomstein

Margot Bloomstein is one of the leading voices in the content strategy industry. She is the author of Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap and Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project and the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. As a popular speaker and strategic adviser, she has worked with marketing teams in a range of organizations over the past two decades. They include Al Jazeera America, the American Montessori Society, the American Veterinary Medical Association, Harvard University, Lovehoney, Pitney Bowes, and Sallie Mae. The creator of BrandSort, she developed the message architecture-driven approach to content strategy. Margot teaches in the content strategy graduate program at FH Joanneum University in Graz, Austria, and lectures around the world about brand-driven content strategy and designing for trust. Find her on Twitter at @mbloomstein and get Trustworthy at https://appropriateinc.com/trustworthy.

Masterclasses

Design for Trust: Our Opportunity, Our Responsibility

Cynicism is easy. Hope takes work. Trust bridges the distance between them, and designers have a unique opportunity to foster it. Consumers and citizens alike have lost confidence in services, science, government, brands, interfaces—and in themselves, when they need to assess information or make decisions. But designers, writers, and marketers are well-positioned to beat back cynicism by how we educate users. Discover how your choices in content and design can empower people and renew their sense of trust. We’ll dig into a broad range of examples in publishing, retail, government, and software to explore a bold vision for the future. You’ll leave with a tactical, three-part framework to nurture user confidence, renew trust in your organization—and even strengthen society itself.

Activities:

  • Act as creative director to rework the content and design decisions to maintain customer loyalty over time and across channels
  • Discuss how to determine the right volume of information to build trust—and how it’s linked to user confidence
  • Explore what it means for brands to “prototype in public” and use vulnerability as a strength that turns customers into fans
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