Fostering Trust in Your Brand and Beyond
Mass media and our most cynical memes say we live in a post-fact era. So how do our audiences, consumers, and citizens invest their trust? And how can our organizations influence them? The old influences are gone: whether we’re picking a restaurant, reading the news, selecting software, or buying new telco services, expert opinions hold less sway than reviews from “people like us.” Time to inflate those filter bubbles—and let them burst. Today, consumers and citizens alike turn inward for the truth. By designing for empowerment, the smartest organizations meet them there. We must empower our audiences to earn their trust—not the other way around—and our tactical choices in content and design can fuel empowerment. Communities and conversations are ripe for this new way of thinking. Margot will walk you through 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 design and content strategy to earn the trust of your users. Let’s address the tough questions: How do brands develop rapport when audiences let emotion cloud logic? Is there a place for vulnerability in corporate strategy? And what’s the role of command and control consistency in the creative work of a corporate enterprise? Learn how these questions can drive design choices in organizations of any size and industry—and discover how your choices can empower users and rebuild our very sense of trust across society itself.
Margot Bloomstein, Principal of Appropriate, Inc.
Margot Bloomstein consults, writes, and speaks about content strategy and how brands build trust through content—especially right now, as we all embrace a new normal for trust, transparency, and empowered communication. The principal of Appropriate, Inc., she’s the author of the seminal Content Strategy at Work and a new book about using content and design to foster trust, coming in March 2021 from Page Two Books. For 20 years, she has helped shape the content strategy industry by leading workshops, keynoting conferences, and consulting for communications, marketing, and UX teams in a range of institutions. Margot’s work in message architecture-driven content strategy informs the communication of the American Montessori Society, messaging at Sallie Mae, crisis response at Harvard University, and cultural tourism in the state of Nevada. Her clients also include Fidelity, Lovehoney, Scholastic, Lindt and Sprüngli, and the Rhode Island Public Transit Authority. A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW, Margot is a popular keynote speaker at corporate events, conferences, and in private workshops around the world. She also produces BrandSort and teaches in the graduate program of FH Joanneum University in Graz, Austria. She advises Women Talk Design, a network of underrepresented speakers in design and adjacent industries, and actively participates in discussion around content, design, and trust on Twitter at @mbloomstein.
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Market Street Talent is a specialized staffing and consulting firm focused on staffing solutions for Information Technology positions. From our offices on the Seacoast of New Hampshire, we service companies across a wide range of industries from Greater Boston to Greater Portland and beyond. Learn more: https://marketstreettalent.com/
Virtual meeting. A meeting link will be provided after you register.