Margot Bloomstein

Principal of Appropriate, Inc.

Who’s Margot?

Margot Bloomstein is the author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Engagement (Morgan Kaufmann, 2012) and principal of Appropriate, Inc., an independent brand and content strategy consultancy based in Boston. She crafts brand-appropriate user experiences to help retailers, universities, and other organizations engage their target audiences and project key messages with consistency and clarity through both traditional and social media. A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW 2013, Margot speaks internationally about enriching interactive engagements with content strategy. Recent engagements include UX London, CS Forum Cape Town, Content Marketing World, IA Konferenz Germany, Confab, and Web 2.0. She also helps organize the Content Strategy New England meetup and tweets excessively at @mbloomstein.

Margot’s topic

Content Strategy for Slow Experiences

Online experiences can be fast, efficient, easy, orderly—and sometimes, that spells disaster. We click confirm too soon, confuse important details, or miss key features in a product description. 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. Content strategy offers tools we can use to identify and control the pace of user experience, adding value for both our users and the businesses that engage them.
The audience will learn:
  • How to identify experiences in which efficiency and speed would hinder the user’s interaction, satisfaction, and retention.
  • How to introduce “speed bumps” in copy, content types, interaction design, and visual design that help users without annoying them.
  • How to structure sentences, choose diction, position images, and design forms that slow down and actually improve interaction.