How can brands build trust with an increasingly cynical audience? 

Margot Bloomstein believes you can win over any audience by creating consistent, high-quality content. But in order to cut through the noise, you need to build a clear content strategy and be vulnerable. 

As the principal of Appropriate, Inc., a Boston-based brand and content strategy consultancy, a speaker, and an author, Margot has experience partnering with a range of organizations to deliver quality messaging, including Sallie Mae, Lovehoney, Scholastic, Fidelity, Harvard University, and the American Montessori Society.

She talked to us about the nuances of building trust with increasingly distrustful audiences, prototyping in public, and focusing on consistency.

Show Topics

• Make good on content strategy through content marketing
• Create message architecture from a content hierarchy
• Use the same wording as your clients
• Nurture confidence in your audience
• Advocate for solving problems through content
• Respond to cynicism by building trust
• Cut through the noise
• Guide better decision-making
• Prototype in public
• Focus on consistency

Check out Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap
Follow Margot Bloomstein on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.

Some interviews you might enjoy and learn from:

020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)

041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

045: Building Competitive Marketing Content with Sam Chapman (Aprimo)

009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris

019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)

028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

015: Should You Hire Writers or Subject Matter Experts?

017: How Do Growth and Content Overlap?

027: Is Organic Traffic the Best Traffic?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/