Slow Your Roll - Margot Bloomstein - SearchLove Boston

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@mbloomstein | #SearchLove 1 © 2014 Margot Bloomstein @mbloomstein #SearchLove 040814 CONTENT STRATEGY FOR SLOW EXPERIENCES
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Transcript of Slow Your Roll - Margot Bloomstein - SearchLove Boston

Page 1: Slow Your Roll - Margot Bloomstein - SearchLove Boston

@mbloomstein | #SearchLove 1

© 2014

Margot Bloomstein

@mbloomstein

#SearchLove 040814

CONTENT STRATEGY

FOR SLOW EXPERIENCES

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@mbloomstein | #SearchLove 2

© 2014

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@mbloomstein | #SearchLove 3

© 2014

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We never stopped.

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We never stopped.

The snappy signs didn’t

convince my parents.

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The right content isn’t

necessarily more content.

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@mbloomstein | #SearchLove 8

© 2014

© Scott A. Miller for Chevrolet

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These people are waiting

in a line.

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@mbloomstein | #SearchLove 10

© 2014

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These people are delighting

in a line:

they’re engaged,

anticipating,

discovering,

creating memories.

They’re in the moment.

@mbloomstein | #SearchLove 11

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Content affects experience…

and a user’s perception of an

experience.

@mbloomstein | #SearchLove 12

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You wait longer, but you’re engaged

before you get there. You’re invested in

the experience.

Keri Maijala (@clamhead)

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Content supports

experiences for

different media,

devices, and

users.

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Publisher? Maybe.

Persuader? Yes.

@mbloomstein | #SearchLove 15

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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)

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Frustration, not speed, drives

the perception of slowness.

That was horrible

and it took forever,

no matter how fast it was.

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@mbloomstein | #SearchLove 18

© 2014 © jonandallie.blogspot.com

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Little content

supports the

experience and

one size fits all.

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Is it enough just to speed it up?

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© 2014

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Efficient isn’t always effective.

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Efficient isn’t always effective.

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Users say frustrating activities

take forever.

But are time-consuming activities

also inherently frustrating?

@mbloomstein | #SearchLove 24

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© Charlotte & Kristian Septimius Krogh

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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)

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Users can appreciate slow

experiences:

they’re engaged,

anticipating,

creating memories.

They discover, learn, and pay

attention to act deliberately.

@mbloomstein | #SearchLove 27

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Why do this?

•Drive exploration & discovery

•Encourage deliberate choices

• Focus users’ attention

@mbloomstein | #SearchLove 28

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How do you slow down users?

1. Editorial style and structures

@mbloomstein | #SearchLove 29

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Users can appreciate slow

experiences.

they’re engaged,

anticipating,

creating memories.

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© 2014

Users can appreciate slow

experiences.

they’re engaged,

anticipating,

creating memories.

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@mbloomstein | #SearchLove 32

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“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.”

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© 2014

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“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.”

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How do you slow down users?

1. Editorial style and structures

2. Discovery- and comparison-

oriented content types

@mbloomstein | #SearchLove 39

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Courage in our convictions

Empirical proof

@mbloomstein | #SearchLove 41

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Validation Deliberation

@mbloomstein | #SearchLove 42

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Time & space to interact

with it

Engaging, informative

content

@mbloomstein | #SearchLove 43

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How do you slow down users?

1. Editorial style and structures

2. Discovery- and comparison-

oriented content types

3. Longform content

@mbloomstein | #SearchLove 48

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• Slow down

• Act deliberately

• Focus

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But does it work?

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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

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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

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Store growth fuels content availability

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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

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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

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Attention must be paid

© Viking

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Attention must be paid

but only if we can

respect our users,

brands, and content

equally.

© Viking

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Be here now

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Be here now

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Be here now?

Are we willing to

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Thank you.

Margot Bloomstein

@mbloomstein

[email protected]

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.