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How to Embrace Pace with Content Strategy for Deep Experiences

Video Summary

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.


Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston, and the author of Content Strategy at Work (Morgan Kaufmann, 2012). Independently and in partnership with leading agencies, she creates brand-appropriate user experiences to help retailers, universities, and other organizations engage their target audiences and project key messages with consistency and clarity.

Over the past decade, she's partnered with clients like BT, Philips, Tretorn, Lindt & Sprüngli, Harvard, Tufts University, Timberland, the state of Nevada, and the Rhode Island Public Transit Authority to address messaging in both traditional and social media.

A participant in the inaugural Content Strategy Consortium, Margot speaks regularly on themes in brand-driven content strategy. Recent engagements include CS Forum (Helsinki, Cape Town, and London), Web 2.0, SXSW, Confab, edUi, IA Konferenz Germany, IA Summit, and Content Marketing World. She also helps organize the Content Strategy New England meetup and tweets at @mbloomstein.

content strategy
brand strategy
creative direction
user experience design
message development
message architecture

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