A Content Strategy Conversation—Margot Bloomstein
- content strategy
- June 22, 2020
This is part of my content conversations series that I am running on Medium for a few years now. Margot Bloomstein (LinkedIn) is a brand and content strategist and she partners with companies in a range of industries to foster sustainable, brand-appropriate content that clarifies and manifests their communication goals through content models, editorial style guidelines, and governance.
Here is one of the questions that I have taken from the post.
[VG]: You often quote that brand message architecture reflects the hierarchy of communication goals. Thinking of content strategy, do you think it is brand-driven or product-driven? Does it even matter in the context of your approach to your content strategy work?
[MB]: In most organizations, the product roadmap and product family reflects the parent brand. One message architecture guides the organizational voice, though they vary tone to accommodate different contexts, levels of expertise, and product applications. But we can see exceptions to that, such as when companies grow through acquisition but want to maintain the familiar sub-brands. Though they may benefit from the might of larger corporate parents, it makes sense to keep messaging familiar, approachable, and humble.
Consider small organic food companies like Annie’s and Small Planet. They’ve been acquired by General Mills but maintain a voice familiar to their loyal audiences (see a related post here).
See the complete conversation in this Medium post.