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Content Strategy for Slow Experiences at Phoenix CS

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Margot Bloomstein
Margot Bloomstein

Online experiences can be fast, efficient, easy, orderly—and sometimes, that’s all wrong! Users click confirm too soon, miss important details, or don’t find content that aids conversion. In short, efficient isn’t always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable web engagements employ “slow content strategy,” content speed bumps, and surprising content types that aid interaction. We’ll examine examples of content strategy in action that demonstrates how to identify and control the pace of user experience, adding value for both our users and the businesses that engage them. Presented at Phoenix Content Strategy, April 29, 2014. #slowcs at #PHXCS

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@mbloomstein | #slowcs 1 © 2014 Margot Bloomstein @mbloomstein Phoenix Content Strategy #slowcs 042914 CONTENT STRATEGY FOR SLOW EXPERIENCES
@mbloomstein | #slowcs 2 © 2014 Winslow Arizona, such a fine sight to see (not as fine as Phoenix)
@mbloomstein | #slowcs 3 © 2014
@mbloomstein | #slowcs 4 © 2014
@mbloomstein | #slowcs 5 © 2014
We never stopped.
We never stopped. The snappy signs didn’t convince my parents.
The right content isn’t necessarily more content.
@mbloomstein | #slowcs 9 © 2014© Scott A. Miller for Chevrolet
These people are waiting in a line.
@mbloomstein | #slowcs 11 © 2014
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 | #slowcs 13
@mbloomstein | #slowcs 14 © 2014 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
Content supports experiences for different media, devices, and users.
@mbloomstein | #slowcs 16 © 2014 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. That was horrible and it took forever, no matter how fast it was.
@mbloomstein | #slowcs 18 © 2014© jonandallie.blogspot.com
@mbloomstein | #slowcs 19 © 2014 Little content supports the experience and one size fits all.
Is it enough just to speed it up?
@mbloomstein | #slowcs 21 © 2014
@mbloomstein | #slowcs 22 © 2014 Efficient isn’t always effective.
@mbloomstein | #slowcs 23 © 2014 Efficient isn’t always effective.
Users say frustrating activities take forever. But are slow activities inherently frustrating? @mbloomstein | #slowcs 24
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #slowcs 26 © 2014 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.
Why do this? • Drive exploration & discovery • Encourage deliberate choices • Focus users’ attention @mbloomstein | #slowcs 28
How do you slow down users? 1. Editorial style and structures
@mbloomstein | #slowcs 30 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
@mbloomstein | #slowcs 31 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
@mbloomstein | #slowcs 32 © 2014
“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 | #slowcs 34 © 2014
@mbloomstein | #slowcs 35 © 2014
@mbloomstein | #slowcs 37 © 2014 “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 | #slowcs 38 © 2014
How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types @mbloomstein | #slowcs 39
@mbloomstein | #slowcs 40 © 2014
Courage in our convictions Empirical proof @mbloomstein | #slowcs 41
ValidationDeliberation @mbloomstein | #slowcs 42
Time & space to interact with it Engaging, informative content @mbloomstein | #slowcs 43
How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content @mbloomstein | #slowcs 46
@mbloomstein | #slowcs 47 © 2014
@mbloomstein | #slowcs 49 © 2014
@mbloomstein | #slowcs 50 © 2014
@mbloomstein | #slowcs 51 © 2014
@mbloomstein | #slowcs 52 © 2014
@mbloomstein | #slowcs 53 © 2014 • Slow down • Act deliberately • Focus
@mbloomstein | #slowcs 54 © 2014
@mbloomstein | #slowcs 55 © 2014
But does it work?
@mbloomstein | #slowcs 57 © 2014 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 | #slowcs 58 © 2014 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 | #slowcs 59 © 2014 Store growth fuels content availability
@mbloomstein | #slowcs 60 © 2014 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 | #slowcs 61 © 2014 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 | #slowcs 64 © 2014 Be here now
@mbloomstein | #slowcs 65 © 2014 Be here now
@mbloomstein | #slowcs 66 © 2014 Be here now? Are we willing to
@mbloomstein | #slowcs 67 © 2014 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.

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Content Strategy for Slow Experiences at Phoenix CS