ABOUT THE AUTHOR Margot Bloomstein (@mbloomstein) is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. She crafts brand-appropriate user experiences to help retailers, universities, and other clients engage their target audiences and project key messages with consistency and clarity through both traditional and social media. A 10-year industry veteran and participant in the inaugural Content Strategy Consortium, Margot speaks regularly about the evolving challenges for content strategy at events including Confab, SXSW, Web 2.0, and CS Forum. She lives outside Boston with her husband Mike and Ringo, their adorable and talkative white German Shepherd.