THURS – Content Strategy: What’s in It for You?
Margot Bloomstein
Content strategy consultant Margot Bloomstein will travel from Boston to tell Atlanta Content Strategy exactly what this Thursday. I recently asked Margot about two of my favorite things: content strategy and Atlanta.
What’s your favorite example of content strategy and why?
Margot: “One of my favorite examples of great content strategy is really an example of great experience design—because it’s never JUST about the content or JUST about the design, right? When we do it well, we nail all the details to tell a cohesive, consistent story through style, tone, diction, color, layout, typography, sound, and more.”
“The Carnegie Museum of Natural History does that in the Polar World exhibit. Against a backdrop of austere blue in a room that feels just a few degrees cooler, the exhibit designers bring together Inuit artwork, sled dogs, kayaks, and artifacts of the whaling industry. More permanent copy is screened on the walls to pull visitors through the space and chronology of the changing environment, while video and audio interviews combine to offer visitors more recent information about the impact of global warming. The content features crisp, direct language that sometimes borders on dissonant—which seems just right for evoking a harsh climate pounded by crashing waves, bitter cold, and smashing ice. These details come together to tell a rich and layered story that can be experienced by visitors of all ages. Parents can engage in a slower, more nuanced exploration of detailed content, while their children can run through more tactile content types, larger typography, and simpler diction that’s right for both their reading and eye level.”
If you had only 30 seconds of Atlanta’s time, what would you tell us?
Margot: “Atlanta, I owe you a big thank you every day. You are the source of so much that gets me going and keeps me going: CNN.com and Diet Coke! So thank you for the good content, decent reporting, engaging features, and the caffeine to help me sift through it, long after I should go to bed.”
Don’t miss Margot this Thursday. RSVP Now.
