Post on 01-Dec-2014
description
@mbloomstein | #levelupcon 1
© 2014
Margot Bloomstein
@mbloomstein
Level Up #levelupcon
100914
CONTENT STRATEGY
FOR SLOW EXPERIENCES
@mbloomstein | #levelupcon 2
© 2014
@mbloomstein | #levelupcon 3
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@mbloomstein | #levelupcon 4
© 2014
We never stopped.
We never stopped.
The snappy signs didn’t
convince my parents.
We never stopped.
The snappy signs didn’t
convince my parents.
It wasn’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 | #levelupcon 11
© 2014
Fit bit/fuel image
© PC Advisor
http://www.doyou10q.com
@mbloomstein | #levelupcon 13
© 2014
© Scott A. Miller for Chevrolet
These people are waiting
in a line.
@mbloomstein | #levelupcon 15
© 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 | #levelupcon 17
@mbloomstein | #levelupcon 18
© 2014
You wait longer, but you’re engaged
before you get there. You’re invested in
the experience.
Keri Maijala (@clamhead)
@mbloomstein | #levelupcon 19
© 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 | #levelupcon 21
© 2014 © jonandallie.blogspot.com
Is it enough just to speed it up?
@mbloomstein | #levelupcon 23
© 2014
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© 2014
Efficient isn’t always effective.
@mbloomstein | #levelupcon 25
© 2014
Efficient isn’t always effective.
Users say frustrating activities
take forever.
But are slow activities
inherently frustrating?
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #levelupcon 28
© 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.
@mbloomstein | #levelupcon 29
Why do this?
•Drive exploration & discovery
•Encourage deliberate choices
• Focus users’ attention
…all through content strategy
Content strategy is planning
for the creation, delivery, and
governance of useful, usable,
brand-appropriate content.
@mbloomstein | #levelupcon 31
How do you slow down users?
1. Editorial style and structures
@mbloomstein | #levelupcon 33
© 2014
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 | #levelupcon 37
© 2014
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© 2014
@mbloomstein | #levelupcon 40
© 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 | #levelupcon 41
© 2014
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
@mbloomstein | #levelupcon 43
© 2014
Courage in our convictions
Empirical proof
Validation Deliberation
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 | #levelupcon 53
© 2014
German shepherds love
longform content.
Source: World Wild Webb, http://worldwildwebb.tumblr.com/post/82178414439/
@mbloomstein | #levelupcon 55
© 2014
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© 2014
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© 2014
• Slow down
• Act deliberately
• Focus
@mbloomstein | #levelupcon 58
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But does it work?
@mbloomstein | #levelupcon 61
© 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 | #levelupcon 62
© 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 | #levelupcon 63
© 2014
Store growth fuels content availability
@mbloomstein | #levelupcon 64
© 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 | #levelupcon 65
© 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 | #levelupcon 68
© 2014
Be here now
@mbloomstein | #levelupcon 69
© 2014
Be here now
@mbloomstein | #levelupcon 70
© 2014
Be here now?
Are we willing to
@mbloomstein | #levelupcon 71
© 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.