Margot Bloomstein

Margot Bloomstein is the author of Content Strategy at Work.

It would seem that no User Experience conference is complete these days without a session on content strategy. Thankfully Margot is one of the premier content strategists working in the US today.

Her book, Content Strategy at Work, provides an unparalleled collection of case studies, examples, and processes to help teams embrace content strategy on every project. This is mirrored in her presentation style which is warm, inspirational and packed full of practical advice.

Margot is a frequent speaker at UX conferences, having spoken at no less than 18 events this year. However she has only spoken in the UK once before, so we wanted to rectify this. As such we’re really excited to be able to introduce Margot to the UX London audience.

Learn Your ABCs: Apply Brand-driven Content Strategy


Trying to manage feature creep? What about seagulling stakeholders? And what content matters most, anyhow?

These questions and other challenges drive content strategy; they’re basic issues to any strategist planning for content and the workflow behind it. But what if you’re not a content strategist? What if you need to empower a team, wrangle a whinging client, and rally everyone around a common vocabulary for your primary navigation… not to mention branded error messaging? No matter your title, it’s time to embrace content strategy, starting with the message architecture.

Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you design for the web, mobile apps, social media, or offline experiences. Fancy more efficient engagements? You’ll also discover how a brand attributes cardsort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment.

Then use this foundation to conduct a qualitative and quantitative content audit. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work.

What you can expect:

  • Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise.
  • Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update.
  • Use a content audit to evaluate content against the message architecture.
  • Gain additional tools to keep your projects on track, on time, and on budget.
  • Inform your work with an air-tight approach to better user experiences.

Reasons to attend

  • 1Spend 3 whole days improving your UX skills
  • 2Meet your peers and share new ways of thinking
  • 3See world class speakers from the UX industry

"I came. I listened. I stayed. Great event, great crowd, great venue. Learn, network, enjoy."

Don Norman Speaker at UX London 2009