Margot Bloomstein brings together stakeholders to deliver strategy that lasts.
Marketing teams turn to Margot to deliver content strategy structure and insight that bring their brands to life.
Let's grab a time to talk!
organizations that trust margot to help them tell their story:
Less haste, less waste is good for content… and the people who produce it. In project after project, I’ve seen how better workflow reduces frustration and employee turnover!
Silos are built to stay put. Let’s build content strategy to move your brand forward.
Smart brands deliver better experiences through content strategy.
It goes both ways, serving both customers and content creators.
Picture a publishing culture that’s collaborative, structured, and strategic… that works from shared communication goals and a shared playbook, where governance, a content design system, and editorial style guidelines support a sustainable content model.
Picture less haste, less waste. What you’re picturing is Margot’s specialty.
How does it look from the outside? Like a trustworthy brand.
Customers enjoy a cohesive omnichannel experience by finding answers they need from a brand they know, wherever they engage.
You won’t get there by luck, AI, or a new CMS. But you can get there through content strategy and the conversations, processes, and training that supports it, and Margot can help.
Over the past two decades, Margot has been at the forefront of the industry.
She helps marketing departments translate their brand goals into process and discipline.
Whether she’s augmenting an agency team or partnering directly with an organization, she starts by engaging stakeholders in listening sessions, her trademark BrandSort workshop, and internal education.
From there, competitive audits, qualitative content analysis, editorial style guidelines, and other tools punctuate the collaboration that helps new messaging, websites, and platforms come to life.
She literally wrote the book on brand-driven content strategy
While online experiences have evolved, Content Strategy at Work remains one of the seminal guides to helping organizations clarify their communication goals, establish a message architecture, and integrate with consistency through visual design and user experience.
A trusted undergraduate and graduate textbook, it’s illustrated with extensive examples and anecdotes—much like the story-rich style Margot brings to her client engagements and agency partnerships.
She got diverse stakeholders aligned with an ease I couldn’t believe.
Margot made me look great in front of my leadership, and treated me like a thought partner, not just a client. She got diverse stakeholders aligned around the goals and positioning of the product with an ease I couldn’t believe.
Gretchen Anderson
Lead Product Manager at Group of Humans, in partnership with UCSF
She’s so knowledgeable in the space!
Margot knows her stuff! From day one she and I hit it off. We agreed on approaches, challenged each other, and collaborated all along the journey. Margot is extremely easy to work with and she’s so knowledgeable in the space! I love how Margot incorporates storytelling and real stories into her approach. It makes the content more memorable and impactful.
Liz Robinson
Chief Strategy Officer, LRobInspires
Former Head of Brand, Sallie Mae
Work with Margot
Imagine earning trust through content that’s consistent, cohesive, and a clear representation of your brand.
That’s the benefit… to a team that marshals content strategy in their organization, to an organization that engages its audience with vulnerability, and to brands that partner with Margot Bloomstein.
collaborative consulting
Restructure your content creation process for end-to-end consistency
In a comprehensive process, you’ll clarify your brand vision and goals, audit and model content, and instill a process to maintain it.
Get everyone on the same page in a sustainable governance plan:
- — Align stakeholders in a facilitated message architecture workshop
- — Learn how to audit existing content
- — Model new content in a content design system
- — Establish editorial style guidelines in a collaborative workshop
Big inspiration and concrete how-to, all in one session.
message architecture workshops
Gain clarity and consistency for any campaign or initiative
In Margot’s trademark BrandSort™ workshop, you’ll engage with a standardized vocabulary to clarify your communication goals and position the team for success.
Augment your agency team or align stakeholders for internal initiatives:
- — Bring stakeholders together in a well-defined three-part framework
- — Engage with a neutral party to navigate contentious brand issues
- — Unpack calcified language and “how it’s always been”
- — Walk away with an actionable hierarchy of communication goals in a common, shared vocabulary
Teaching and training
Train your team, department, or company how to build trust through content strategy
In intimate conversations and interactive presentations, give everyone a brand-relevant baseline to bring content strategy into their work.
Ensure your broader team understands benefits of a content strategy initiative:
- — Hear an outside expert share benefits and trends shaping upcoming initiatives
- — Provide Trustworthy as takeaway reading
- — Establish a baseline vocabulary for content marketing and activities
- — Give ancillary team members the opportunity to provide input
Workshops
My unique approach to building trust through brand-driven content strategy
That’s what it’s all about, right? Not just earning trust, but actively building it through your content priorities and operations. Here’s how!
Useful user experiences depend on good content—and good content depends on clear communication. Begin how you mean to go on, no?
Throughout our process, you can expect concrete guidance, cumulative process, and deliverables that punctuate your team’s growth, documented for sustainable governance as you move forward.
The first step!
Discovery and brand attributes workshop
In the context of an engaging workshop spanning education, level-setting, and team alignment, Margot will clarify your business goals, challenges, and success metrics.
Roll up your sleeves as your team clarifies priorities and tradeoffs using BrandSort, the purpose-built tool she designed to facilitate productive and actionable input to the message architecture.
No seagulls here.
Let’s strategize together!
Tailored assessment and modeling
Using the message architecture as a qualitative rubric, Margot will partner with your team to audit and assess existing content and develop a prescriptive plan for new content.
She builds the process around your needs. Do you want to outsource research or develop and retain institutional knowledge? Are you building guidance and governance into editorial style guidelines, a content design system, or generative AI support? She’ll work with you to ensure content strategy is appropriate to your publishing culture and sustainable within internal capacity.
Strategy means thinking and acting for the long term.
It’s time to implement!
Training and evangelism
Finally, Margot works with you to implement the strategies and provides ongoing support.
This may include follow-up workshops, regular check-ins, and continuous adjustments to ensure your success.
Her goal is to empower your team with the knowledge and tools they need to thrive long after the engagement ends.
What do we mean by “modern” anyway?
Are we more strategic or tactical?
Innovative, leading edge, cutting edge, bleeding edge… Is it a continuum?
BrandSort
Help your team achieve consensus, make tradeoffs, and clarify what they really mean with the words they use.
Margot Bloomstein’s preferred tool for creating a message architecture is BrandSort, a hands-on brand attributes exercise she created that combines a coached facilitation process, timed phases, and a shared vocabulary.
Available in a physical deck and digital version, BrandSort builds on the methodology Margot first introduced in Content Strategy at Work in 2012. Since then, practitioners in dozens of workshops (and hundreds of project kickoffs!) have taken the words into their own hands to engage with branding on a tangible level.
Margot brings structure, discipline, and innovation to the process…
Margot is a subject matter expert in content strategy because she’s an expert at user experience and copywriting tactics. She’s a great communicator and has high emotional intelligence. Plus she’s fun to work with!
Across multiple agency partnerships, Margot was the person who could help a firm bring a repeatable “wow factor” to client projects. She brings structure, discipline, and innovation to the process of creating content for digital experiences.
Rob Fitzgibbon
UX Strategy Consultant
Margot understands what people need to say even before we do.
As a designer turned content strategist, Margot is uniquely qualified to help me and my clients get the words right before we figure out the visuals. She understands what people need to say even before we do.
Josh Silverman
Founder & CEO, PeopleWork; Founder of Design Operations at Twitter and Founder of Schwadesign and Startnership
A note from Margot
Meet your partner in content strategy.
Is “partner” a loaded term? Then count me in. Whether an agency hires me to sort out the message architecture for their toughest project or a longtime client brings me back to support their next big idea, I’m there as a partner. All in.
Why? I don’t know any other way. I’ve always felt that to do my best work, I have to fall in love with the work a bit—my client’s vision, their product, their perspective. If I can buy it, I can help their audience buy it too.
As a working content strategist for more than two decades, I’ve helped a lot of brands and big ideas come to life and communicate with greater clarity and consistency, from software-as-a-service to sex toy retailers and footwear technology to 401(k)s. I’ve helped build trust and empowered crisis communications in higher ed, healthcare, and hometown nonprofit organizations. How can I help you next?
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