Online experiences can be fast, efficient, easy, orderly—and sometimes, that's all wrong! Users click to confirm too soon, confuse important details, or miss key features in product descriptions. Efficient isn't always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy... and that’s just right. By designing for pace, we can intentionally help users focus on details and gain confidence in their choices. We can also encourage their sense of discovery and help them build stronger memories. Not all experiences need to be slower, but content strategy can help identify and support these outliers of user experience. Look to REI, Target, Fidelity, Patagonia, Disney, and others for lessons you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty, all by design. Presented by Margot Bloomstein at Generate 2018, #generateconf, on April 27, 2018, in New York City.

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Margot Bloomstein
@mbloomstein
#generateconf
April 27, 2018
CONTENT STRATEGY
FOR SLOW EXPERIENCES

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5. We never stopped.

6. We never stopped.
The puns weren’t effective.

7. We never stopped.
The puns weren’t effective.
They weren’t the right content
at the right time.

8. The right content isn’t
necessarily more content.

9. The right content is right for right now:
the context,
audience, and
mindset.

10. The right content chooses an angle:
entertainment,
education, or
empowerment.

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© Scott A. Miller for Chevrolet
Test Track, Epcot

12. These people are waiting
in a line.

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14. These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the moment.

15. Content affects both our experience
and our perception of an experience.
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18. Is it enough just to speed up?

19. Do people make better decisions
if they’re snap decisions?

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Efficient isn’t always effective.

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Efficient isn’t always effective.

23. Users say frustrating activities take
forever.
But are slow activities inherently
frustrating?

24. © Charlotte & Kristian Septimius Krogh

25. Users can value slow experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and focus.
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27. Why do this?
• Encourage exploration & discovery
• Drive more deliberate choices
• Help users focus

28. Content strategy is planning for the
creation, delivery, and governance of
useful, usable, brand-appropriate
content.
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29. How do you slow down users?
1. Editorial style and structures

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33. “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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“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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39. How do you slow down users?
1. Editorial style and structures
2. Discovery-oriented content types

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41. Courage in our
convictions
Empirical
proof

42. ValidationDeliberation

43. Time & space
to interact
with it
Engaging,
informative
content

46. How do you slow down users?
1. Editorial style and structures
2. Discovery-oriented content types
3. Longform content—visual & verbal

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52. This isn’t mere content marketing.
It’s education that drives empowerment,
and empowerment that fosters trust.
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55. Slow experiences take the time to
empower users.
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• Slow down
• Act deliberately
• Focus

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59. 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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65. Attention must be paid
© Viking

66. Attention must be paid
Can we offer our users
attention, respect, and
time?
© 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

70. Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
TRUSTWORTHY coming soon!
Images of South of the Border © Edisto Images.
All other images property of their owners or © Margot Bloomstein as noted.
© 2018 Appropriate, Inc.
Thank you!