Context Trumps Location--But Brand Backs Them All!

Margot Bloomstein (Appropriate, Inc.), Sara Wachter-Boettcher (Rare Union)
Location Marketing Bootcamp Yerba Buena Salon_10
Please note: to attend, your registration must include Location Marketing Bootcamp.

Location is an important aspect of context, but it’s more complicated than just that. Context includes time of day, where your users came from, their mental models, what else is happening, and so much more.

Fact is, there are many contexts, and you can’t afford to address them all. Instead, we’ll discuss the different types of experiences you can create and show you how to choose the one that’s right for your brand: What fits your unique communication goals, the needs of your target audience, and the dueling constraints of budget and resources? What’s sustainable? And how should your contextually relevant content strategy respond to new opportunities in responsive design?

In this workshop, we’ll walk through examples of how real brands have tackled context in all its forms, and dig into the challenges you face:

  • Identify your brand’s key attributes and message architecture
  • Apply your brand and business needs to choose which contextually relevant experiences to pursue
  • Sustain your efforts over time
Photo of Margot Bloomstein

Margot Bloomstein

Appropriate, Inc.

Margot Bloomstein is the principal of Appropriate, Inc., an independent brand and content strategy consultancy based in Boston. She focuses on crafting brand-appropriate user experiences to help retailers, universities, software companies, non-profits, and other clients engage their target audiences and project key messages with consistency and clarity through both traditional and social media.

A participant in the inaugural Content Strategy Consortium, Margot speaks regularly on the collaborative opportunities for enriching interactive engagements with content strategy. Recent engagements include CS Forum, Confab, edUi, SXSW, Web 2.0, and more intimate regional events. The author of Content Strategy at Work, due in Spring 2012, she also helps organize the Content Strategy New England meetup.

Photo of Sara Wachter-Boettcher

Sara Wachter-Boettcher

Rare Union

Sara Wachter-Boettcher is an independent content strategist based in Tempe, Arizona, where she’s been writing about making content more mobile-ready and more platform-independent for some time.

With an agency background in both user experience design and cross-channel marketing, she focuses on how brand and message can inform both content and platform decisions.

She blogs at

  • Esri
  • AT&T Interactive
  • Google
  • Nokia, Location & Commerce
  • Facebook
  • Bing
  • Control Group
  • Localeze
  • MyCityWay
  • Socrata
  • Urban Airship
  • MapQuest

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