�ݺ�ߣshows by User: mbloomstein

�ݺ�ߣshows by User: mbloomstein / http://www.slideshare.net/images/logo.gif �ݺ�ߣshows by User: mbloomstein / Tue, 09 Jun 2020 12:25:06 GMT �ݺ�ߣShare feed for �ݺ�ߣshows by User: mbloomstein Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX /slideshow/keynote-transforming-your-brand-into-a-trusted-source-at-omnichannelx/235269086 transformingyourbrandintoatrustedsourceomnixconf-200609122506
Mass media and our most cynical memes say we live in a post-fact era. Who can we trust—and how do our users invest their trust? Without addressing those challenges, marketing falls flat. Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we’re planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. Empower your audience to earn their trust. Presenting a new strategy for content and design that addresses empowerment, Margot will share 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, build their confidence, and strengthen your brand. Embracing a new strategy, your work can drive something even more important: hope. Delivered as a keynote to OmnichannelX 2020, #OmniXConf, in Amsterdam and virtually by Margot Bloomstein, @mbloomstein. (c) 2020 Margot Bloomstein.]]>
Mass media and our most cynical memes say we live in a post-fact era. Who can we trust—and how do our users invest their trust? Without addressing those challenges, marketing falls flat. Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we’re planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. Empower your audience to earn their trust. Presenting a new strategy for content and design that addresses empowerment, Margot will share 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, build their confidence, and strengthen your brand. Embracing a new strategy, your work can drive something even more important: hope. Delivered as a keynote to OmnichannelX 2020, #OmniXConf, in Amsterdam and virtually by Margot Bloomstein, @mbloomstein. (c) 2020 Margot Bloomstein.]]> Tue, 09 Jun 2020 12:25:06 GMT /slideshow/keynote-transforming-your-brand-into-a-trusted-source-at-omnichannelx/235269086 mbloomstein@slideshare.net(mbloomstein) Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX mbloomstein Mass media and our most cynical memes say we live in a post-fact era. Who can we trust—and how do our users invest their trust? Without addressing those challenges, marketing falls flat. Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we’re planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. Empower your audience to earn their trust. Presenting a new strategy for content and design that addresses empowerment, Margot will share 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, build their confidence, and strengthen your brand. Embracing a new strategy, your work can drive something even more important: hope. Delivered as a keynote to OmnichannelX 2020, #OmniXConf, in Amsterdam and virtually by Margot Bloomstein, @mbloomstein. (c) 2020 Margot Bloomstein. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/transformingyourbrandintoatrustedsourceomnixconf-200609122506-thumbnail.jpg?width=120&height=120&fit=bounds" /> Mass media and our most cynical memes say we live in a post-fact era. Who can we trust—and how do our users invest their trust? Without addressing those challenges, marketing falls flat. Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we’re planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. Empower your audience to earn their trust. Presenting a new strategy for content and design that addresses empowerment, Margot will share 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, build their confidence, and strengthen your brand. Embracing a new strategy, your work can drive something even more important: hope. Delivered as a keynote to OmnichannelX 2020, #OmniXConf, in Amsterdam and virtually by Margot Bloomstein, @mbloomstein. (c) 2020 Margot Bloomstein.

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX from Margot Bloomstein

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1 Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience /slideshow/fostering-trust-in-your-brand-and-beyond-at-rosenfeld-enterprise-experience/230154881 fosteringtrustinyourbrandandbeyondenterpriseexperiencevideocall-200312162528
Thursday March 12 • 11am-12pm ET • convert to your time zone here Join the call via this Zoom videoconference link: https://zoom.us/j/120101278 or dial one of the following numbers and log in with meeting ID 120 101 278: +1 646 558 8656 US (New York) / +1 669 900 6833 US (San Jose) / find your local number ________________________________________ Topic 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 Bloomstein 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. Presented in a Rosenfeld Media Enterprise Experience webinar March 12, 2020 by Margot Bloomstein.]]>
Thursday March 12 • 11am-12pm ET • convert to your time zone here Join the call via this Zoom videoconference link: https://zoom.us/j/120101278 or dial one of the following numbers and log in with meeting ID 120 101 278: +1 646 558 8656 US (New York) / +1 669 900 6833 US (San Jose) / find your local number ________________________________________ Topic 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 Bloomstein 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. Presented in a Rosenfeld Media Enterprise Experience webinar March 12, 2020 by Margot Bloomstein.]]> Thu, 12 Mar 2020 16:25:28 GMT /slideshow/fostering-trust-in-your-brand-and-beyond-at-rosenfeld-enterprise-experience/230154881 mbloomstein@slideshare.net(mbloomstein) Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience mbloomstein Thursday March 12 • 11am-12pm ET • convert to your time zone here Join the call via this Zoom videoconference link: https://zoom.us/j/120101278 or dial one of the following numbers and log in with meeting ID 120 101 278: +1 646 558 8656 US (New York) / +1 669 900 6833 US (San Jose) / find your local number ________________________________________ Topic 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 Bloomstein 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. Presented in a Rosenfeld Media Enterprise Experience webinar March 12, 2020 by Margot Bloomstein. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/fosteringtrustinyourbrandandbeyondenterpriseexperiencevideocall-200312162528-thumbnail.jpg?width=120&height=120&fit=bounds" /> Thursday March 12 • 11am-12pm ET • convert to your time zone here Join the call via this Zoom videoconference link: https://zoom.us/j/120101278 or dial one of the following numbers and log in with meeting ID 120 101 278: +1 646 558 8656 US (New York) / +1 669 900 6833 US (San Jose) / find your local number ________________________________________ Topic 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 Bloomstein 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. Presented in a Rosenfeld Media Enterprise Experience webinar March 12, 2020 by Margot Bloomstein.

Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience from Margot Bloomstein

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1 Designing for Trust in an Uncertain World at An Event Apart San Francisco /slideshow/designing-for-trust-in-an-uncertain-world-at-an-event-apart-san-francisco/203699817 designingfortrustinanuncertainworldaeasffinal-191209191409
Mass media and our most cynical memes say we live in a post-fact era. So who can we trust—and how do our users invest their trust? Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we're planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. 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. We'll ask the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Can you design around cultural predisposition to improve public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? 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 itself. Presented at An Event Apart San Francisco, #aeasf, on December 9, 2019 by Margot Bloomstein]]>
Mass media and our most cynical memes say we live in a post-fact era. So who can we trust—and how do our users invest their trust? Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we're planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. 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. We'll ask the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Can you design around cultural predisposition to improve public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? 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 itself. Presented at An Event Apart San Francisco, #aeasf, on December 9, 2019 by Margot Bloomstein]]> Mon, 09 Dec 2019 19:14:09 GMT /slideshow/designing-for-trust-in-an-uncertain-world-at-an-event-apart-san-francisco/203699817 mbloomstein@slideshare.net(mbloomstein) Designing for Trust in an Uncertain World at An Event Apart San Francisco mbloomstein Mass media and our most cynical memes say we live in a post-fact era. So who can we trust—and how do our users invest their trust? Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we're planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. 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. We'll ask the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Can you design around cultural predisposition to improve public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? 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 itself. Presented at An Event Apart San Francisco, #aeasf, on December 9, 2019 by Margot Bloomstein <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/designingfortrustinanuncertainworldaeasffinal-191209191409-thumbnail.jpg?width=120&height=120&fit=bounds" /> Mass media and our most cynical memes say we live in a post-fact era. So who can we trust—and how do our users invest their trust? Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we're planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. 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. We'll ask the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Can you design around cultural predisposition to improve public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? 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 itself. Presented at An Event Apart San Francisco, #aeasf, on December 9, 2019 by Margot Bloomstein

Designing for Trust in an Uncertain World at An Event Apart San Francisco from Margot Bloomstein

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1 Designing for Trust in an Uncertain World An Event Apart DC /slideshow/designing-for-trust-in-an-uncertain-world-an-event-apart-dc/158868532 designingfortrustinanuncertainworldaeadc-190729153723
To regain their trust, we must empower our users. Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we're planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. In an age of cynicism, we can design for trust: our tactical choices in content and design can fuel empowerment. Examples from the FBI, Mailchimp, NIH, GOV.UK, and America's Test Kitchen demonstrate what you can do to meet unprecedented problems in information consumption. Focusing on voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users and rebuild our very sense of trust itself. Presented by Margot Bloomstein, @mbloomstein, at An Event Apart Washington DC, #aeadc, on July 29, 2019.]]>
To regain their trust, we must empower our users. Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we're planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. In an age of cynicism, we can design for trust: our tactical choices in content and design can fuel empowerment. Examples from the FBI, Mailchimp, NIH, GOV.UK, and America's Test Kitchen demonstrate what you can do to meet unprecedented problems in information consumption. Focusing on voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users and rebuild our very sense of trust itself. Presented by Margot Bloomstein, @mbloomstein, at An Event Apart Washington DC, #aeadc, on July 29, 2019.]]> Mon, 29 Jul 2019 15:37:23 GMT /slideshow/designing-for-trust-in-an-uncertain-world-an-event-apart-dc/158868532 mbloomstein@slideshare.net(mbloomstein) Designing for Trust in an Uncertain World An Event Apart DC mbloomstein To regain their trust, we must empower our users. Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we're planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. In an age of cynicism, we can design for trust: our tactical choices in content and design can fuel empowerment. Examples from the FBI, Mailchimp, NIH, GOV.UK, and America's Test Kitchen demonstrate what you can do to meet unprecedented problems in information consumption. Focusing on voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users and rebuild our very sense of trust itself. Presented by Margot Bloomstein, @mbloomstein, at An Event Apart Washington DC, #aeadc, on July 29, 2019. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/designingfortrustinanuncertainworldaeadc-190729153723-thumbnail.jpg?width=120&height=120&fit=bounds" /> To regain their trust, we must empower our users. Expert opinions are a thing of the past; we favor user reviews from “people like us” whether we're planning a meal or prioritizing a newsfeed. But as our filter bubbles burst, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. In an age of cynicism, we can design for trust: our tactical choices in content and design can fuel empowerment. Examples from the FBI, Mailchimp, NIH, GOV.UK, and America's Test Kitchen demonstrate what you can do to meet unprecedented problems in information consumption. Focusing on voice, volume, and vulnerability can inform your design and content strategy to earn the trust of your users and rebuild our very sense of trust itself. Presented by Margot Bloomstein, @mbloomstein, at An Event Apart Washington DC, #aeadc, on July 29, 2019.

Designing for Trust in an Uncertain World An Event Apart DC from Margot Bloomstein

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1 Designing for Trust at design monat graz /slideshow/designing-for-trust-at-design-monat-graz/145496151 designingfortrustatdesignmonatgraz-190514114634
Mass media and our most cynical memes say that we live in a post-fact era. So who can we trust and how do our users use their trust? Expert opinions are a thing of the past, and we prefer user reviews written by "people like us", whether we select a restaurant or scan a newsfeed. But when the filter bubbles burst, consumers and citizens alike turn back inside to find the truth. Through designs that "empower", the smartest organizations meet them right there. We need to empower and empower our audience to gain their trust, not the other way around, and only through tactical decisions about content and design, empowerment can be initiated. Margot Bloomstein presents examples from a variety of industries and shows in detail how to deal with unexpected problems in the consumption of information. Learn how language, volume, and vulnerabilities can influence your design and content strategy to win the trust of your users. It asks the difficult questions, such as "How can brands build a harmonious bond when the logic of their audience is overshadowed by their emotions? Can one "design around" cultural dispositions to improve public safety? And how do your voice and vulnerability stand out against mere buzz words and penetrate into a broader business strategy? Presented at design monat Graz, #designmonatgraz2019, in Graz Austria in conjunction with FH | Joanneum by Margot Bloomstein, @mbloomstein. (c) 2019 Margot Bloomstein.]]>
Mass media and our most cynical memes say that we live in a post-fact era. So who can we trust and how do our users use their trust? Expert opinions are a thing of the past, and we prefer user reviews written by "people like us", whether we select a restaurant or scan a newsfeed. But when the filter bubbles burst, consumers and citizens alike turn back inside to find the truth. Through designs that "empower", the smartest organizations meet them right there. We need to empower and empower our audience to gain their trust, not the other way around, and only through tactical decisions about content and design, empowerment can be initiated. Margot Bloomstein presents examples from a variety of industries and shows in detail how to deal with unexpected problems in the consumption of information. Learn how language, volume, and vulnerabilities can influence your design and content strategy to win the trust of your users. It asks the difficult questions, such as "How can brands build a harmonious bond when the logic of their audience is overshadowed by their emotions? Can one "design around" cultural dispositions to improve public safety? And how do your voice and vulnerability stand out against mere buzz words and penetrate into a broader business strategy? Presented at design monat Graz, #designmonatgraz2019, in Graz Austria in conjunction with FH | Joanneum by Margot Bloomstein, @mbloomstein. (c) 2019 Margot Bloomstein.]]> Tue, 14 May 2019 11:46:34 GMT /slideshow/designing-for-trust-at-design-monat-graz/145496151 mbloomstein@slideshare.net(mbloomstein) Designing for Trust at design monat graz mbloomstein Mass media and our most cynical memes say that we live in a post-fact era. So who can we trust and how do our users use their trust? Expert opinions are a thing of the past, and we prefer user reviews written by "people like us", whether we select a restaurant or scan a newsfeed. But when the filter bubbles burst, consumers and citizens alike turn back inside to find the truth. Through designs that "empower", the smartest organizations meet them right there. We need to empower and empower our audience to gain their trust, not the other way around, and only through tactical decisions about content and design, empowerment can be initiated. Margot Bloomstein presents examples from a variety of industries and shows in detail how to deal with unexpected problems in the consumption of information. Learn how language, volume, and vulnerabilities can influence your design and content strategy to win the trust of your users. It asks the difficult questions, such as "How can brands build a harmonious bond when the logic of their audience is overshadowed by their emotions? Can one "design around" cultural dispositions to improve public safety? And how do your voice and vulnerability stand out against mere buzz words and penetrate into a broader business strategy? Presented at design monat Graz, #designmonatgraz2019, in Graz Austria in conjunction with FH | Joanneum by Margot Bloomstein, @mbloomstein. (c) 2019 Margot Bloomstein. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/designingfortrustatdesignmonatgraz-190514114634-thumbnail.jpg?width=120&height=120&fit=bounds" /> Mass media and our most cynical memes say that we live in a post-fact era. So who can we trust and how do our users use their trust? Expert opinions are a thing of the past, and we prefer user reviews written by "people like us", whether we select a restaurant or scan a newsfeed. But when the filter bubbles burst, consumers and citizens alike turn back inside to find the truth. Through designs that "empower", the smartest organizations meet them right there. We need to empower and empower our audience to gain their trust, not the other way around, and only through tactical decisions about content and design, empowerment can be initiated. Margot Bloomstein presents examples from a variety of industries and shows in detail how to deal with unexpected problems in the consumption of information. Learn how language, volume, and vulnerabilities can influence your design and content strategy to win the trust of your users. It asks the difficult questions, such as "How can brands build a harmonious bond when the logic of their audience is overshadowed by their emotions? Can one "design around" cultural dispositions to improve public safety? And how do your voice and vulnerability stand out against mere buzz words and penetrate into a broader business strategy? Presented at design monat Graz, #designmonatgraz2019, in Graz Austria in conjunction with FH | Joanneum by Margot Bloomstein, @mbloomstein. (c) 2019 Margot Bloomstein.

Designing for Trust at design monat graz from Margot Bloomstein

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1 Rebuilding Trust: Validate users by starting where they are at Confab 2019 /slideshow/rebuilding-trust-validate-users-by-starting-where-they-are-at-confab-2019/142238551 rebuildingtrustvalidateusersbystartingwheretheyareconfab2019-190425212910
Before we engage users with products, interfaces, and content, we need their trust. Trust is waning today; users disregard traditional sources of expertise and bring skepticism to even innocuous interface copy. Can you blame them? Popular media, politicians, and big-name brands are gaslighting, talking down, and talking too much about themselves. Let’s do better: Exploring examples from insurance, consumer goods, and online education, you’ll see how the right content validates audience beliefs and life experience to move them forward. Margot will go deeper into themes she first brought to Confab last year to unpack tactics of style and tone that use vulnerability to foster trust, educate audiences—and ultimately reinvigorate brands. Discover the key changes in diction (beyond just mirroring your audience’s vocabulary) you can make to invite users in to your brand, as champions rather than consumers. Learn how content that asks questions, exposes process, and loses the polish can build goodwill and engender greater faith from your audience. Gain practical examples of how—and why—to talk about mistakes, challenges, and screwups with your audience while ensuring Legal remains your biggest fan. ‍ Presented at Confab 2019, #confab2019, by Margot Bloomstein on April 25, 2019, in lovely Minneapolis.]]>
Before we engage users with products, interfaces, and content, we need their trust. Trust is waning today; users disregard traditional sources of expertise and bring skepticism to even innocuous interface copy. Can you blame them? Popular media, politicians, and big-name brands are gaslighting, talking down, and talking too much about themselves. Let’s do better: Exploring examples from insurance, consumer goods, and online education, you’ll see how the right content validates audience beliefs and life experience to move them forward. Margot will go deeper into themes she first brought to Confab last year to unpack tactics of style and tone that use vulnerability to foster trust, educate audiences—and ultimately reinvigorate brands. Discover the key changes in diction (beyond just mirroring your audience’s vocabulary) you can make to invite users in to your brand, as champions rather than consumers. Learn how content that asks questions, exposes process, and loses the polish can build goodwill and engender greater faith from your audience. Gain practical examples of how—and why—to talk about mistakes, challenges, and screwups with your audience while ensuring Legal remains your biggest fan. ‍ Presented at Confab 2019, #confab2019, by Margot Bloomstein on April 25, 2019, in lovely Minneapolis.]]> Thu, 25 Apr 2019 21:29:10 GMT /slideshow/rebuilding-trust-validate-users-by-starting-where-they-are-at-confab-2019/142238551 mbloomstein@slideshare.net(mbloomstein) Rebuilding Trust: Validate users by starting where they are at Confab 2019 mbloomstein Before we engage users with products, interfaces, and content, we need their trust. Trust is waning today; users disregard traditional sources of expertise and bring skepticism to even innocuous interface copy. Can you blame them? Popular media, politicians, and big-name brands are gaslighting, talking down, and talking too much about themselves. Let’s do better: Exploring examples from insurance, consumer goods, and online education, you’ll see how the right content validates audience beliefs and life experience to move them forward. Margot will go deeper into themes she first brought to Confab last year to unpack tactics of style and tone that use vulnerability to foster trust, educate audiences—and ultimately reinvigorate brands. Discover the key changes in diction (beyond just mirroring your audience’s vocabulary) you can make to invite users in to your brand, as champions rather than consumers. Learn how content that asks questions, exposes process, and loses the polish can build goodwill and engender greater faith from your audience. Gain practical examples of how—and why—to talk about mistakes, challenges, and screwups with your audience while ensuring Legal remains your biggest fan. ‍ Presented at Confab 2019, #confab2019, by Margot Bloomstein on April 25, 2019, in lovely Minneapolis. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/rebuildingtrustvalidateusersbystartingwheretheyareconfab2019-190425212910-thumbnail.jpg?width=120&height=120&fit=bounds" /> Before we engage users with products, interfaces, and content, we need their trust. Trust is waning today; users disregard traditional sources of expertise and bring skepticism to even innocuous interface copy. Can you blame them? Popular media, politicians, and big-name brands are gaslighting, talking down, and talking too much about themselves. Let’s do better: Exploring examples from insurance, consumer goods, and online education, you’ll see how the right content validates audience beliefs and life experience to move them forward. Margot will go deeper into themes she first brought to Confab last year to unpack tactics of style and tone that use vulnerability to foster trust, educate audiences—and ultimately reinvigorate brands. Discover the key changes in diction (beyond just mirroring your audience’s vocabulary) you can make to invite users in to your brand, as champions rather than consumers. Learn how content that asks questions, exposes process, and loses the polish can build goodwill and engender greater faith from your audience. Gain practical examples of how—and why—to talk about mistakes, challenges, and screwups with your audience while ensuring Legal remains your biggest fan. ‍ Presented at Confab 2019, #confab2019, by Margot Bloomstein on April 25, 2019, in lovely Minneapolis.

Rebuilding Trust: Validate users by starting where they are at Confab 2019 from Margot Bloomstein

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1 Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019 /slideshow/design-for-trust-find-strength-in-vulnerability-voice-and-volume-at-cmc2019/141102497 designfortrustfindstrengthinvulnerabilityvoiceandvolumecmc2019-190417153217
How do you earn the trust of your customers, readers, and fans when facts are out—and what “feels right” wins? Mass media and our most cynical memes say we live in a post-fact era. That idea undermines any marketing that promotes ideas, products, services, or politician… and it tracks with trends in social media: our customers turned away from experts and big brands to let “people like us” influence choices instead. But we’re popping those filter bubbles. Now consumers turn inward for the truth—and by embracing vulnerability and designing for empowerment, the smartest organizations meet them there. Drawing on lessons from America’s Test Kitchen, Crutchfield, GOV.UK, and Volkswagen, discover tactics of content strategy and design to foster trust, build rapport, and increase loyalty by learning to “prototype in public" and lean into vulnerability, using voice to strengthen your base, and determine the right volume for your users' goals.]]>
How do you earn the trust of your customers, readers, and fans when facts are out—and what “feels right” wins? Mass media and our most cynical memes say we live in a post-fact era. That idea undermines any marketing that promotes ideas, products, services, or politician… and it tracks with trends in social media: our customers turned away from experts and big brands to let “people like us” influence choices instead. But we’re popping those filter bubbles. Now consumers turn inward for the truth—and by embracing vulnerability and designing for empowerment, the smartest organizations meet them there. Drawing on lessons from America’s Test Kitchen, Crutchfield, GOV.UK, and Volkswagen, discover tactics of content strategy and design to foster trust, build rapport, and increase loyalty by learning to “prototype in public" and lean into vulnerability, using voice to strengthen your base, and determine the right volume for your users' goals.]]> Wed, 17 Apr 2019 15:32:17 GMT /slideshow/design-for-trust-find-strength-in-vulnerability-voice-and-volume-at-cmc2019/141102497 mbloomstein@slideshare.net(mbloomstein) Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019 mbloomstein How do you earn the trust of your customers, readers, and fans when facts are out—and what “feels right” wins? Mass media and our most cynical memes say we live in a post-fact era. That idea undermines any marketing that promotes ideas, products, services, or politician… and it tracks with trends in social media: our customers turned away from experts and big brands to let “people like us” influence choices instead. But we’re popping those filter bubbles. Now consumers turn inward for the truth—and by embracing vulnerability and designing for empowerment, the smartest organizations meet them there. Drawing on lessons from America’s Test Kitchen, Crutchfield, GOV.UK, and Volkswagen, discover tactics of content strategy and design to foster trust, build rapport, and increase loyalty by learning to “prototype in public" and lean into vulnerability, using voice to strengthen your base, and determine the right volume for your users' goals. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/designfortrustfindstrengthinvulnerabilityvoiceandvolumecmc2019-190417153217-thumbnail.jpg?width=120&height=120&fit=bounds" /> How do you earn the trust of your customers, readers, and fans when facts are out—and what “feels right” wins? Mass media and our most cynical memes say we live in a post-fact era. That idea undermines any marketing that promotes ideas, products, services, or politician… and it tracks with trends in social media: our customers turned away from experts and big brands to let “people like us” influence choices instead. But we’re popping those filter bubbles. Now consumers turn inward for the truth—and by embracing vulnerability and designing for empowerment, the smartest organizations meet them there. Drawing on lessons from America’s Test Kitchen, Crutchfield, GOV.UK, and Volkswagen, discover tactics of content strategy and design to foster trust, build rapport, and increase loyalty by learning to “prototype in public" and lean into vulnerability, using voice to strengthen your base, and determine the right volume for your users' goals.

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

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1 Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the City Manchester /slideshow/designing-for-trust-in-an-era-of-selfvalidating-facts-keynote-ux-in-the-city-manchester/136348473 designingfortrustinaneraofselfvalidatingfactsuxitcmcr-190314113448
Consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organisations meet them there. We’ll explore why trust in the old guard has fallen apart - and then examine how today’s smartest companies and institutions rebuild trust by bolstering their customers’ knowledge. We’ll dig into examples from 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 to use tactics of design and content to empower users. 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 to operationalise vulnerability through design that rebuilds hope itself. Keynote presented at UX in the City Manchester, #UXCityMCR, on March 14, 2019, in Manchester UK. ]]>
Consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organisations meet them there. We’ll explore why trust in the old guard has fallen apart - and then examine how today’s smartest companies and institutions rebuild trust by bolstering their customers’ knowledge. We’ll dig into examples from 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 to use tactics of design and content to empower users. 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 to operationalise vulnerability through design that rebuilds hope itself. Keynote presented at UX in the City Manchester, #UXCityMCR, on March 14, 2019, in Manchester UK. ]]> Thu, 14 Mar 2019 11:34:48 GMT /slideshow/designing-for-trust-in-an-era-of-selfvalidating-facts-keynote-ux-in-the-city-manchester/136348473 mbloomstein@slideshare.net(mbloomstein) Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the City Manchester mbloomstein Consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organisations meet them there. We’ll explore why trust in the old guard has fallen apart - and then examine how today’s smartest companies and institutions rebuild trust by bolstering their customers’ knowledge. We’ll dig into examples from 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 to use tactics of design and content to empower users. 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 to operationalise vulnerability through design that rebuilds hope itself. Keynote presented at UX in the City Manchester, #UXCityMCR, on March 14, 2019, in Manchester UK. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/designingfortrustinaneraofselfvalidatingfactsuxitcmcr-190314113448-thumbnail.jpg?width=120&height=120&fit=bounds" /> Consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organisations meet them there. We’ll explore why trust in the old guard has fallen apart - and then examine how today’s smartest companies and institutions rebuild trust by bolstering their customers’ knowledge. We’ll dig into examples from 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 to use tactics of design and content to empower users. 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 to operationalise vulnerability through design that rebuilds hope itself. Keynote presented at UX in the City Manchester, #UXCityMCR, on March 14, 2019, in Manchester UK.

Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the City Manchester from Margot Bloomstein

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1 Designing for Trust in an Uncertain World at An Event Apart Seattle /slideshow/designing-for-trust-in-an-uncertain-world-at-an-event-apart-seattle/134526716 designingfortrustinanuncertainworldaeasea-190304201453
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. We'll ask the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Can you design around cultural predisposition to improve public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? 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 itself. Presented by Margot Bloomstein, @mbloomstein, at An Event Apart Seattle, #aeasea on March 4, 2019.]]>
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. We'll ask the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Can you design around cultural predisposition to improve public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? 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 itself. Presented by Margot Bloomstein, @mbloomstein, at An Event Apart Seattle, #aeasea on March 4, 2019.]]> Mon, 04 Mar 2019 20:14:53 GMT /slideshow/designing-for-trust-in-an-uncertain-world-at-an-event-apart-seattle/134526716 mbloomstein@slideshare.net(mbloomstein) Designing for Trust in an Uncertain World at An Event Apart Seattle mbloomstein 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. We'll ask the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Can you design around cultural predisposition to improve public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? 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 itself. Presented by Margot Bloomstein, @mbloomstein, at An Event Apart Seattle, #aeasea on March 4, 2019. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/designingfortrustinanuncertainworldaeasea-190304201453-thumbnail.jpg?width=120&height=120&fit=bounds" /> 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. We'll ask the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Can you design around cultural predisposition to improve public safety? And how do voice and vulnerability go beyond buzzwords and into broader corporate strategy? 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 itself. Presented by Margot Bloomstein, @mbloomstein, at An Event Apart Seattle, #aeasea on March 4, 2019.

Designing for Trust in an Uncertain World at An Event Apart Seattle from Margot Bloomstein

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1 Designing trust in an era of self-validating facts at Fluxible 2018 /slideshow/designing-trust-in-an-era-of-selfvalidating-facts-at-fluxible-2018-116172896/116172896 designingtrusttinaneraofselfvalidatingfactsfluxible2018-180923235253
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.]]>
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.]]> Sun, 23 Sep 2018 23:52:53 GMT /slideshow/designing-trust-in-an-era-of-selfvalidating-facts-at-fluxible-2018-116172896/116172896 mbloomstein@slideshare.net(mbloomstein) Designing trust in an era of self-validating facts at Fluxible 2018 mbloomstein 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. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/designingtrusttinaneraofselfvalidatingfactsfluxible2018-180923235253-thumbnail.jpg?width=120&height=120&fit=bounds" /> 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 from Margot Bloomstein

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1 How to Embrace Pace with Content Strategy for Slow Experiences /slideshow/how-to-embrace-pace-with-content-strategy-for-slow-experiences/95863216 contentstrategyforslowexperiencescmc18-180503185624
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]]>
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]]> Thu, 03 May 2018 18:56:24 GMT /slideshow/how-to-embrace-pace-with-content-strategy-for-slow-experiences/95863216 mbloomstein@slideshare.net(mbloomstein) How to Embrace Pace with Content Strategy for Slow Experiences mbloomstein 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 <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/contentstrategyforslowexperiencescmc18-180503185624-thumbnail.jpg?width=120&height=120&fit=bounds" /> 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 from Margot Bloomstein

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1 Content Strategy for Slow Experiences at Generate NYC 2018 /slideshow/content-strategy-for-slow-experiences-at-generate-nyc-2018/95268312 contentstrategyforslowexperiencesgenerate18-180427180233
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. ]]>
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. ]]> Fri, 27 Apr 2018 18:02:33 GMT /slideshow/content-strategy-for-slow-experiences-at-generate-nyc-2018/95268312 mbloomstein@slideshare.net(mbloomstein) Content Strategy for Slow Experiences at Generate NYC 2018 mbloomstein 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. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/contentstrategyforslowexperiencesgenerate18-180427180233-thumbnail.jpg?width=120&height=120&fit=bounds" /> 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 from Margot Bloomstein

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1 Empowerment in an era of self-validating facts at World IA Day Boston /slideshow/empowerment-in-an-era-of-selfvalidating-facts-at-world-ia-day-boston/88826135 empowermentinaneraofselfvalidatingfactswiadfinal-180224153935
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. ]]>
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. ]]> Sat, 24 Feb 2018 15:39:35 GMT /slideshow/empowerment-in-an-era-of-selfvalidating-facts-at-world-ia-day-boston/88826135 mbloomstein@slideshare.net(mbloomstein) Empowerment in an era of self-validating facts at World IA Day Boston mbloomstein 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. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/empowermentinaneraofselfvalidatingfactswiadfinal-180224153935-thumbnail.jpg?width=120&height=120&fit=bounds" /> 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 from Margot Bloomstein

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1 Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Confab Central 2017 /slideshow/branddriven-content-strategy-creating-a-message-architecture-workshop-at-confab-central-2017/76805323 branddrivencontentstrategydevelopingamessagearchitectureconfabcentral2017final-170609164416
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 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. ]]> Fri, 09 Jun 2017 16:44:16 GMT /slideshow/branddriven-content-strategy-creating-a-message-architecture-workshop-at-confab-central-2017/76805323 mbloomstein@slideshare.net(mbloomstein) Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Confab Central 2017 mbloomstein 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. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/branddrivencontentstrategydevelopingamessagearchitectureconfabcentral2017final-170609164416-thumbnail.jpg?width=120&height=120&fit=bounds" /> 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 Confab Central 2017 from Margot Bloomstein

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1 Driving Your Product's Content Strategy with a Message Architecture at UX London 2017 /slideshow/driving-your-products-content-strategy-with-a-message-architecture-at-ux-london-2017/76593682 drivingyourproductscontentstrategywithamessagearchitectureuxlondon2017-170602141655
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.]]>
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.]]> Fri, 02 Jun 2017 14:16:55 GMT /slideshow/driving-your-products-content-strategy-with-a-message-architecture-at-ux-london-2017/76593682 mbloomstein@slideshare.net(mbloomstein) Driving Your Product's Content Strategy with a Message Architecture at UX London 2017 mbloomstein 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. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/drivingyourproductscontentstrategywithamessagearchitectureuxlondon2017-170602141655-thumbnail.jpg?width=120&height=120&fit=bounds" /> 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 London 2017 from Margot Bloomstein

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1 Communicating in an Era of Self-Validating Facts at SXSW /slideshow/communicating-in-an-era-of-selfvalidating-facts-at-sxsw/73146025 contentstrategyforaneraofselfvalidatingfactssxsw-170314191833
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.]]>
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.]]> Tue, 14 Mar 2017 19:18:33 GMT /slideshow/communicating-in-an-era-of-selfvalidating-facts-at-sxsw/73146025 mbloomstein@slideshare.net(mbloomstein) Communicating in an Era of Self-Validating Facts at SXSW mbloomstein 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. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/contentstrategyforaneraofselfvalidatingfactssxsw-170314191833-thumbnail.jpg?width=120&height=120&fit=bounds" /> 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 from Margot Bloomstein

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1 Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016 /mbloomstein/behind-your-back-how-other-industries-talk-about-higher-ed-at-confabedu-2016 behindyourbackhowotherindustriestalkabouthigheredconfabedu2016margotbloomstein-161115164431
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.]]>
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.]]> Tue, 15 Nov 2016 16:44:31 GMT /mbloomstein/behind-your-back-how-other-industries-talk-about-higher-ed-at-confabedu-2016 mbloomstein@slideshare.net(mbloomstein) Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016 mbloomstein 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. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/behindyourbackhowotherindustriestalkabouthigheredconfabedu2016margotbloomstein-161115164431-thumbnail.jpg?width=120&height=120&fit=bounds" /> 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 from Margot Bloomstein

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1 Brand-driven Content Strategy: Developing a Message Architecture workshop at Confab Intensive 2016 /slideshow/branddriven-content-strategy-developing-a-message-architecture-workshop-at-confab-intensive-2016/66312950 branddrivencontentstrategydevelopingamessagearchitectureconfabint2016-160922173434
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 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]]> Thu, 22 Sep 2016 17:34:34 GMT /slideshow/branddriven-content-strategy-developing-a-message-architecture-workshop-at-confab-intensive-2016/66312950 mbloomstein@slideshare.net(mbloomstein) Brand-driven Content Strategy: Developing a Message Architecture workshop at Confab Intensive 2016 mbloomstein 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 <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/branddrivencontentstrategydevelopingamessagearchitectureconfabint2016-160922173434-thumbnail.jpg?width=120&height=120&fit=bounds" /> 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 Confab Intensive 2016 from Margot Bloomstein

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1 Content Strategy for an Era of Self-Validating Facts at CSsummit /slideshow/content-strategy-for-an-era-of-selfvalidating-facts-at-cssummit/65361350 contentstrategyforaneraofselfvalidatingfactscssummit2016-160825151253
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. ]]>
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. ]]> Thu, 25 Aug 2016 15:12:53 GMT /slideshow/content-strategy-for-an-era-of-selfvalidating-facts-at-cssummit/65361350 mbloomstein@slideshare.net(mbloomstein) Content Strategy for an Era of Self-Validating Facts at CSsummit mbloomstein 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. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/contentstrategyforaneraofselfvalidatingfactscssummit2016-160825151253-thumbnail.jpg?width=120&height=120&fit=bounds" /> 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 from Margot Bloomstein

]]> 4372 14 https://cdn.slidesharecdn.com/ss_thumbnails/contentstrategyforaneraofselfvalidatingfactscssummit2016-160825151253-thumbnail.jpg?width=120&height=120&fit=bounds presentation Black http://activitystrea.ms/schema/1.0/post

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1 Establishing a Brand-driven Message Architecture WebVisions NYC /slideshow/establishing-a-branddriven-message-architecture-webvisions-nyc/60629742 establishingabranddrivenmessagearchitecturewebvisions-160407213927
Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy. If you’re a designer planning for content or a developer tailoring the CMS to specific content types, they’re your challenges, too. If you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation, forget your title. It’s time to embrace content strategy, starting with the message architecture. 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 design for the web, mobile apps, social media, or offline experiences. Then use this foundation to learn about a qualitative and quantitative content audit, content types, and editorial style guidelines. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work. What you can expect: 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 Use a content audit to evaluate content against the message architecture Gain additional tools to keep your projects on track, on time, and on budget Presented as a workshop at WebVisions NYC, April 7, 2016, at WebVisions in New York.]]>
Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy. If you’re a designer planning for content or a developer tailoring the CMS to specific content types, they’re your challenges, too. If you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation, forget your title. It’s time to embrace content strategy, starting with the message architecture. 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 design for the web, mobile apps, social media, or offline experiences. Then use this foundation to learn about a qualitative and quantitative content audit, content types, and editorial style guidelines. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work. What you can expect: 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 Use a content audit to evaluate content against the message architecture Gain additional tools to keep your projects on track, on time, and on budget Presented as a workshop at WebVisions NYC, April 7, 2016, at WebVisions in New York.]]> Thu, 07 Apr 2016 21:39:27 GMT /slideshow/establishing-a-branddriven-message-architecture-webvisions-nyc/60629742 mbloomstein@slideshare.net(mbloomstein) Establishing a Brand-driven Message Architecture WebVisions NYC mbloomstein Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy. If you’re a designer planning for content or a developer tailoring the CMS to specific content types, they’re your challenges, too. If you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation, forget your title. It’s time to embrace content strategy, starting with the message architecture. 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 design for the web, mobile apps, social media, or offline experiences. Then use this foundation to learn about a qualitative and quantitative content audit, content types, and editorial style guidelines. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work. What you can expect: 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 Use a content audit to evaluate content against the message architecture Gain additional tools to keep your projects on track, on time, and on budget Presented as a workshop at WebVisions NYC, April 7, 2016, at WebVisions in New York. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/establishingabranddrivenmessagearchitecturewebvisions-160407213927-thumbnail.jpg?width=120&height=120&fit=bounds" /> Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy. If you’re a designer planning for content or a developer tailoring the CMS to specific content types, they’re your challenges, too. If you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation, forget your title. It’s time to embrace content strategy, starting with the message architecture. 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 design for the web, mobile apps, social media, or offline experiences. Then use this foundation to learn about a qualitative and quantitative content audit, content types, and editorial style guidelines. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work. What you can expect: 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 Use a content audit to evaluate content against the message architecture Gain additional tools to keep your projects on track, on time, and on budget Presented as a workshop at WebVisions NYC, April 7, 2016, at WebVisions in New York.

Establishing a Brand-driven Message Architecture WebVisions NYC from Margot Bloomstein

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1 https://cdn.slidesharecdn.com/profile-photo-mbloomstein-48x48.jpg?cb=1612207214 I partner with retailers, universities, and other institutions--and their agencies--to help them communicate more effectively through content strategy. Also a consulting expert at Rosenfeld Media, author of Content Strategy at Work, and frequent keynote speaker. www.appropriateinc.com https://cdn.slidesharecdn.com/ss_thumbnails/transformingyourbrandintoatrustedsourceomnixconf-200609122506-thumbnail.jpg?width=320&height=320&fit=bounds slideshow/keynote-transforming-your-brand-into-a-trusted-source-at-omnichannelx/235269086 Keynote: Transforming ... https://cdn.slidesharecdn.com/ss_thumbnails/fosteringtrustinyourbrandandbeyondenterpriseexperiencevideocall-200312162528-thumbnail.jpg?width=320&height=320&fit=bounds slideshow/fostering-trust-in-your-brand-and-beyond-at-rosenfeld-enterprise-experience/230154881 Fostering Trust in You... https://cdn.slidesharecdn.com/ss_thumbnails/designingfortrustinanuncertainworldaeasffinal-191209191409-thumbnail.jpg?width=320&height=320&fit=bounds slideshow/designing-for-trust-in-an-uncertain-world-at-an-event-apart-san-francisco/203699817 Designing for Trust in...