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Content strategy for Slow Experiences at HowLive15

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Margot Bloomstein
Margot Bloomstein

Online experiences can be fast, efficient and easy—but sometimes, that’s all wrong! Users click Buy too soon, miss important details or don’t find content that aids conversion. Efficient isn’t always effective and fast isn’t always functional. In fact, some of the most memorable web engagements employ “slow content strategy” with design considerations and content types that aid stickiness and retention. Margot Bloomstein will lead you through examples from a range of industries to see how you can manage—and slow—the pace at which users move through your website designs to create experiences that aid learning, fuel anticipation and create memories.

MarketingDesignInternet
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@mbloomstein | #HOWLive 1 © 2015 Margot Bloomstein @mbloomstein HOW Design Live #HOWLive May 4, 2015 CONTENT STRATEGY FOR SLOW EXPERIENCES
@mbloomstein | #HOWLive 2 © 2015
@mbloomstein | #HOWLive 3 © 2015
@mbloomstein | #HOWLive 4 © 2015
We never stopped.
We never stopped. The puns weren’t effective.
We never stopped. The puns weren’t effective. They weren’t the right content at the right time.
The right content isn’t necessarily more content.
The right content is right for right now: the context, audience, and their mindset.
Do you quantify personal data?
@mbloomstein | #HOWLive 11 © 2015 Fit bit/fuel image © PC Advisor
http://www.doyou10q.com
@mbloomstein | #HOWLive 13 © 2015© Scott A. Miller for Chevrolet
These people are waiting in a line.
@mbloomstein | #HOWLive 15 © 2015
These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment.
Content affects experience… and a user’s perception of an experience. @mbloomstein 17
@mbloomstein | #HOWLive 18 © 2015 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
@mbloomstein | #HOWLive 19 © 2015 When people have a frustrating experience, they rate the checkout as slow. When we ask people what’s ‘slow,’ it’s the frustrating experiences. What’s fast? They say delightful experiences. Jared Spool (@jmspool)
Frustration, not speed, drives the perception of slowness.
Is it enough just to speed it up?
Do people make better decisions if they’re more immediate, snap decisions?
@mbloomstein | #HOWLive 23 © 2015
@mbloomstein | #HOWLive 24 © 2015 Efficient isn’t always effective.
@mbloomstein | #HOWLive 25 © 2015 Efficient isn’t always effective.
Users say frustrating activities take forever. But are slow activities inherently frustrating?
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #HOWLive 28 © 2015 Is the nature of the transaction so small and insignificant that it shouldn’t require a second thought? Don’t get in the way. Or will the consumer get to the final transaction after plenty of preliminary research? Again, don’t make them rethink it. Jared Spool (@jmspool)
Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein 29
@mbloomstein | #HOWLive 30 © 2015
Why do this? • Encourage exploration & discovery • Drive more deliberate choices • Focus users’ attention
Content strategy is planning for the creation, delivery, and governance of useful, usable, brand-appropriate content. @mbloomstein 32
How do you slow down users? 1. Editorial style and structures
@mbloomstein | #HOWLive 34 © 2015 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
“Choosing a lens can be a daunting task for all of the reasons mentioned above, so I pulled together some info from my own experiences, as well as those of other Crutchfield shutterbugs.”
@mbloomstein | #HOWLive 38 © 2015
@mbloomstein | #HOWLive 39 © 2015
@mbloomstein | #HOWLive 41 © 2015 “Springtime shaded belays at the creek, predawn starts in the Canadian Rockies and hut tours in the High Sierra: Anywhere brisk, the Down Sweater delivers featherweight, superbly compressible warmth. The polyester ripstop shell on this down jacket does more than look sharp; it’s tear-resistant, windproof, and made from 100% polyester.”
@mbloomstein | #HOWLive 42 © 2015
How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types
@mbloomstein | #HOWLive 44 © 2015
Courage in our convictions Empirical proof
ValidationDeliberation
Time & space to interact with it Engaging, informative content
How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content
@mbloomstein | #HOWLive 55 © 2015
@mbloomstein | #HOWLive 56 © 2015
@mbloomstein | #HOWLive 57 © 2015
@mbloomstein | #HOWLive 58 © 2015 • Slow down • Act deliberately • Focus
@mbloomstein | #HOWLive 59 © 2015
@mbloomstein | #HOWLive 60 © 2015
But does it work?
@mbloomstein | #HOWLive 62 © 2015 The outdoor recreation economy grew 5% annually 2005 through 2011— during an economic recession when many sectors contracted. Outdoor Industry Association Source: Outdoor Recreation Economy Report 2012; http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf
@mbloomstein | #HOWLive 63 © 2015 2005 2006 2007 2008 2009 2010 2011 REI industry average Source: REI Financial Information reports 2005 – 2012; http://www.rei.com/about-rei/financial-information.html The outdoor recreation economy grew 5% annually… while REI averaged 11% year-over-year growth
@mbloomstein | #HOWLive 64 © 2015 Source: http://www.rei.com/about-rei/financial-information.html and EMS press releases 0 20 40 60 80 100 120 140 2007 2008 2009 2010 2011 2012 REI EMS Store growth fuels content availability
@mbloomstein | #HOWLive 65 © 2015 Our content strategy is pretty simple: we stay as close to our core market as possible. Patagonia’s always had a literary, storytelling component to the brand. It’s in line with what we say: buy less stuff and make sure what you buy lasts. Bill Boland, Patagonia
@mbloomstein | #HOWLive 66 © 2015 On a short-term basis, it doesn’t help us move product. It doesn’t meet your weekly sales goal. It’s not about short- term ROI. It’s something we enjoy and the people we build clothes for enjoy. Bill Boland, Patagonia
Attention must be paid © Viking
Attention must be paid but only if we can respect our users, brands, and content equally. © Viking
@mbloomstein | #HOWLive 69 © 2015 Be here now
@mbloomstein | #HOWLive 70 © 2015 Be here now
@mbloomstein | #HOWLive 71 © 2015 Be here now? Are we willing to
THANK YOU! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork Images of South of the Border © Edisto Images. All other images property of their owners or © Margot Bloomstein as noted. © 2015 Appropriate, Inc.

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