Our meetup connects content strategists. Join our regular events, or follow along with #ContentStrategySeattle.
Together we explore how content can meet the goals of our users and organizations. Our events bring us together to dig into a range of content topics: information architecture, governance and processes, UX writing, and conversational design, to name a few. We hope you’ll join our community of content wonks and bring your unique perspective.
In today’s economy, businesses need a new strategy to earn trust and help consumers and citizens make confident decisions. But undermining confidence is cynicism: it erodes trust in the media, government, public institutions, and consumer brands. To regain trust, we talk about empathy, transparency, and authenticity. But how do we get beyond those buzzwords—and what role can content strategists and designers play to move things forward? The secret is in how we use content to empower our audiences: when we give more control to users, they put more trust in us.
Examining what works among teams of all stripes and sizes, 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 work to regain trust and lead your audience and organization from cynicism toward something far more productive: hope.
You’ll dig into several key points: - How should brands balance consistency and novelty—especially amid the pandemic? - How do you determine the right amount of content to build trust and help users? - Is there a place for vulnerability in corporate strategy?
NOTE: We will be giving away a copy of Margot's hot-off-the-presses book "Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap" during the Meetup. Must be present to win.
Margot Bloomstein is one of the most prominent voices in the content strategy industry. She is the author of Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap and Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project and is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. As a speaker and strategic adviser, she has worked with marketing teams in a range of organizations over the past two decades. The creator of BrandSort, she developed the popular message architecture-driven approach to content strategy. Margot advises Women Talk Design and teaches in the content strategy graduate program at FH Joanneum University in Graz, Austria. She also lectures around the world about brand-driven content strategy and designing for trust.