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MarketingProfs University: Establish Your Message Architecture

Margot Bloomstein
Jennifer Kelly
Thu, Jun 2, 2016, 12pm ET
60 minutes
This online marketing seminar received 4.5 star(s)

Are you trying to prioritize channels, manage stakeholders, and find consistency in your content marketing efforts? Those are challenges faced by all marketers, but you'll gain a foothold on solving these issues if you focus on your message architecture.

In this PRO seminar and kickoff class of MarketingProfs University's Marketing Writing Bootcamp, we'll show you how to prioritize communication goals—ideal whether you manage web, social media, or print collateral. We'll discuss how simple tools like a gap analysis and content audit can reveal easily missed opportunities. You'll leave with the savvy to bring brand-driven content strategy techniques and thinking into your own work.


Margot Bloomstein is the author of Content Strategy at Work (Morgan Kaufmann, 2012) and principal of Appropriate, Inc. Over the past 15 years, she's shaped communication for American Express, Fidelity, Harvard University, Lindt & Sprüngli, Lovehoney, Timberland, and other brands. A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW conferences, Margot keynotes events and conducts workshops worldwide.

Who Should Attend?

Brand managers, marketing managers, editors, and copywriters interested in learning how to identify key messages, and organize communications to provide valuable consistency to audiences.

What Will You Learn?

By the end of this seminar, you'll be able to:

  • Prioritize communication goals via your message architecture
  • Minimize distracting content (like blogs no one updates) by knowing which questions to ask
  • Stay within budget while communicating consistently and cohesively with your audience

About MarketingProfs University

MarketingProfs UniversityThis PRO seminar is the first class of MarketingProfs University's Marketing Writing Bootcamp. If you're looking to put some brawn behind your copy and bulk up your writing muscles, this course is for you. Featuring 13 classes that cover nearly every area of marketing writing, you'll soon be a lean, mean writing machine!

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