Margot s work in message architecture driven content strategy informs the communication of the american montessori society, harvard university, and cultural tourism in the state of nevada. Building a branddriven message architecture workshop by. Base your content strategy on a message architecture congrescm. Margot bloomstein is the author of content strategy at work and principal of appropriate, inc. Revitalize your content strategy with a message architecture. Content strategy is planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience. All brands must now make an emotional connection with their audience in magical, creative ways. If youd like an update when the third edition is back in stock, please drop us a line. Margot bloomstein says, content strategy is what makes content marketing effective, and driving that strategy is the message architecture. Build a message architecture with this simple tool and get your company. She partners with retailers, universities, manufacturers, and other organisations to create brandappropriate user experiences that engage their target audiences and project key messages. Interactive agencies and corporations alike turn to margot for insight and assistance with message architecture driven content strategy. Generally said, a message architecture is a hierarchy of communication goals that reflects a common vocabulary.
She shaped the communication of corporate social responsibility. She focuses on crafting brandappropriate user experiences to help retailers, universities, software companies, nonprofits, and other clients engage their target audiences and project key messages. How to develop a strong message architecture full guide. Incorporating content strategy into your information architecture.
Content strategy starts with a message architecture openview labs. She also produces brandsort, teaches in the content graduate program of fh. Margot bloomstein is the author of content strategy at work, producer of brandsort, and principal of brand and content strategy consultancy appropriate, inc. Margot developed brandsort and the message architecture. Incorporating content strategy into your information. As stated before, margot bloomstein sees message architecture as the definition of overall communication goals. Context trumps locationbut brand backs them all where.
Fundamentals of branddriven content strategy in this handson workshop, you can expect actionable education in branddriven content strategy that you can bring directly to your next meeting or. Interactive agencies and corporations alike turn to margot for insight and assistance with message architecture. Independently and in partnership with leading agencies, she creates brandappropriate user experiences to help organizations engage their target audiences and project key messages. Check out margot bloomstein s book content strategy at work, and get the full story. Im margot bloomstein, and i partner with companies in a range of industries to foster sustainable, brandappropriate content that clarifies and manifests their communication goals through content models, editorial style guidelines, and governance. University masters program under raymond carver and tobias wolff. Im little moothe bit of software that will be managing.
Shes the author of content strategy at work 2012, the principal of. How content strategy can help by margot bloomstein margot bloomstein. Margot bloomstein building a branddriven message architecture. The role of message architecture in content curation a message architecture is a hierarchy of communication goals that reflect a common and concrete vocabulary, says margot bloomstein, author of content strategy at work. Moo the bit of software that will be managing your order with. Help your team achieve consensus, prioritize goals, and figure out what they really mean with the words they use. Buyers rank trust in brand among the top three factors that influence buying decisions. Today well discuss her forthcoming book and the importance of designing for trust in an uncertain world. Margot bloomstein, content strategy at work chapter 2 meghan casey, the content strategy toolkit pp.
This is one of the 52 terms in the language of content strategy published by xml press in 2014 and the contributor for this term is margot bloomstein what is it. Margot bloomstein, principal of brand and content strategy consultancy appropriate, inc. Margot bloomstein draws on nearly 20 years of experience helping shape content. According to the surveys and research on the impact of brands tone of voice, i came to the following conclusions. The newest book to the list, content strategy at work by margot bloomstein, is a great starting point for those with backgrounds in seo, social media, or design. About margot bloomstein over the past two decades, margot bloomstein has emerged as one of the leading voices in content strategy. Margot bloomstein strips any highmindedness out of the notion of content strategy and breaks it down into logical, practical, actionable steps to align your content with your business. Brandsort builds on the brand attributes exercise the message architecture. Expert interview on content strategy with margot bloomstein.
Message architecture an overview sciencedirect topics. Today well discuss her forthcoming book and the importance of designing for trust in an uncertain. Author and strategist margot bloomstein was an early proponent of the term in her book content strategy at work, sharing advice for building a message architecture to guide digital content initiatives like website redesigns. Join author and speaker margot bloomstein for a cuttingedge interview on adobe live. Margot s work in message architecture driven content strategy. Realworld stories to strengthen every interactive project. Its about the qualities you want to convey, not the points you need to make. If youre an ia, designer, search marketer, or social media strategist, content strategy can help you understand clients needs, articulate an approach. Margot bloomstein draws on nearly 20 years of experience helping shape content strategy as a practice and industry by leading workshops, keynoting conferences, and. Margot bloomstein says, content strategy is what makes content marketing. Transform your content marketing program with a message.
Im margot bloomstein, and i partner with companies in a range of industries to foster sustainable, brandappropriate content that clarifies and manifests their communication goals through content models. Building a branddriven message architecture ux in the. Based on the internal as well as external information, we set up the hierarchy of our main messages. That said, its important to understand what a message architecture. Margot bloomstein omnichannel conference omnichannelx. Building a branddriven message architecture with margot. How does message architecture drive the content and design. My favorite tool for working through voice problems is margot bloomstein s message architecture. Shes the author of content strategy at work 2012, the principal of appropriate, inc, and the author of a forthcoming book about how brands can build trust through content and design. Fundamentals of branddriven content strategy rosenfeld.
A message architecture identifies a hierarchy of communication goals and a common vocabulary to use. Margot suggests kicking off projects with a card sorting exercise to establish your message architecture. Interview with margot bloomstein on trust and digital. Successful brand messaging with message architecture. Here are my notes from margot bloomstein s talk at confab, 2011 first we need to step back and look at the strategy part of content strategy. Margots work in message architecturedriven content strategy informs the. The concept of a message architecture stems from the content strategy discipline.
It builds a connection with your audience that encourages a dialogue. Gerry mcgovern, melissa rach and margot bloomstein at. Content strategy at work sample chapter pdf appropriate, inc. Over the past 20 years, margot has helped clarify content strategy for e. Content strategy starts with a message architecture. A message architecture helps everyone in your organization. Its easy to see how a single message architecture drives the design and. Speakers 2020 content marketing conference 2020 boston. With message architecture, its not how you say it, but what you say. If your team is having trouble getting executive agreement on positioning, key brand statements, or even lookandfeel on design projects, you might be having issues with voice. Margot bloomstein draws on nearly 20 years of experience helping shape content strategy as a practice and industry by teaching workshops, speaking, and consulting for a range of.
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