In EP56 we have the chance to learn from Margot Bloomstein, author of Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap (2021) and Content Strategy at Work (2012). She is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston.With Margot chat about the driving content design and strategy.During the episode we explore:The three-legged stool of content design.How to collaborate with stakeholders in content design.The upside of shared ownership to push ideas forward.Synergies of digital content and product design.Challenges of aligning Brand and Content StrategyChoosing the channel for content is key.Quality over quantity in marketingThanks a lot for your time and for learning Margot!——The GuestMargot Bloomstein is the author of Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap (2021) and Content Strategy at Work (2012). She is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston.As a speaker and strategic adviser, she has worked with marketing teams in a range of organizations over the past two decades. The creator of BrandSort, she developed the popular message architecture-driven approach to content strategy.Margot teaches in the content strategy graduate program at FH Joanneum University in Graz, Austria, and lectures around the world about brand-driven content strategy and designing for trust.