Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston, and the author of Content Strategy at Work. Over the past decade, she’s partnered with clients like BT, Philips, Tretorn, Lindt & Sprüngli, Harvard, Tufts University, Timberland, the state of Nevada, and the Rhode Island Public Transit Authority to address messaging in both traditional and social media.