Balance content strategy with the voice of the brand

(Image credit: Sharona Jacobs)

For a long time companies forgot to think about the needs of their users. Companies only focused on their priorities and what they wanted to express. That changed with user-centred design – people started digging into the needs of different audiences. But there’s a risk that an organisation can lose itself in exclusively paying attention to users. Brand and content strategist, Margot Bloomstein, is on a mission to bring the pendulum back to the middle. 

“If companies within a particular industry that speak to the same audience only focus on the needs of that audience, it would be a very bland experience ,” she argues. 

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Oliver Lindberg

Oliver is an independent editor, content consultant and founder of Pixel Pioneers. Formerly the editor of net magazine, he has been involved with the web design and development industry for more than a decade and helps businesses across the world create content that connects with their customers. He is passionate about content, user experience, accessibility and designing for social good.