Margot Bloomstein is the author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Engagement and principal of Appropriate, Inc., a brand and content strategy consultancy and home of BrandSort, the popular brand communication tool. Over two decades, Margot has helped clarify content strategy for organizations as diverse as Al Jazeera America, Harvard University, Lindt and Sprüngli, Lovehoney, and Sallie Mae. She also keynotes events, conducts workshops around the world, teaches brand-driven content strategy at the graduate level, and tweets about all of it at @mbloomstein.