Margot Bloomstein – Learn your ABCs: apply brand-driven content strategy

This is quite a short post because, although we spent 3 hours with Margot, the workshop was hands on with content and you can read her slides here.

Basically Margot believes in getting the fundamental building blocks right to avoid an 11th hour “shit storm” (her words not mine). She talked about content grabbing everyone’s attention at the end of a project, as creating it requires time and people often forget how long it takes.

We also covered how to deal with sustaining content post-launch and how to deal with the politics of content where everyone has an opinion. Perhaps most importantly, we need to ensure that content meets communication goals rather than just “what someone thinks”.

I had a great time in Margot’s workshop and plan to get her book to continue learning about the processes she introduced. I even learned what ‘seagulling’ is: people swooping in and rubbishing your creative thinking rather than the Urban Dictionary definition which details a somewhat different process.

More about Margot Bloomstein