I create brand-appropriate user experiences to engage audiences and project key messages with consistency and clarity, through both traditional and social media.

You’re looking at an unparalleled collection of case studies, examples, and processes that help teams embrace content strategy on every interactive project.

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Welcome to Appropriate, Inc., an independent brand and content strategy consultancy and the nameplate practice for Margot Bloomstein.

Who’s in the rogues’ gallery?

Brands you know: Lindt & Sprüngli, the Rhode Island Public Transit Authority, British Telecom, the state of Nevada, Harvard, Furman University, Timberland, and more.

Those organizations offer complex content strategy challenges, the stuff of insight and inspiration. I love to share that. At conferences throughout the year, I speak on a range of topics. Although I've been a practicing content strategist for over a decade, the conversation is just getting started—and I'm thrilled to help shape it.

As part of that conversation, don't miss Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project from Morgan Kaufmann.

You're looking at an unparalleled collection of case studies, examples, and processes that help teams embrace content strategy on every interactive project.

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