How to Embrace Pace with Content Strategy for Slow Experiences
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Fast and efficient may rule the web, but efficient experiences aren’t always effective, for many reasons. Instead, try slowing down your customers to improve learning and advance their journey. Fast-to-publish and quick-to-sell can lead to low lifetime value, shopping cart abandonment, returned merchandise—and understandably unhappy reviews. Attend this session, and learn how to craft appropriately-paced customer experiences that allow the time and space for discovery, customer confidence, and insights that last long after the conversion. The secrets live in how you craft copy and prioritize content types to move customers forward wisely, to enjoy the journey mile after mile. Presented at Content Marketing Conference 2018, #CMC18, in Boston, May 3, 2018
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How to Embrace Pace with Content Strategy for Slow Experiences
- 1. © 2018 1 | #CMC18 | @mbloomstein Margot Bloomstein @mbloomstein #CMC18 May 3, 2018 CONTENT STRATEGY FOR SLOW EXPERIENCES
- 2. © 2018 2 | #CMC18 | @mbloomstein
- 3. © 2018 3 | #CMC18 | @mbloomstein
- 4. © 2018 4 | #CMC18 | @mbloomstein
- 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.
- 11. © 2018 11 | #CMC18 | @mbloomstein © Scott A. Miller for Chevrolet Test Track, Epcot
- 12. These people are waiting in a line.
- 13. © 2018 13 | #CMC18 | @mbloomstein
- 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. 15 | #CMC18 | @mbloomstein
- 16. 16 | #CMC18 | @mbloomstein
- 17. 17 | #CMC18 | @mbloomstein
- 18. Is it enough just to speed up?
- 19. Do people make better decisions if they’re snap decisions?
- 20. © 2018 20 | #CMC18 | @mbloomstein
- 21. © 2018 21 | #CMC18 | @mbloomstein Efficient isn’t always effective.
- 22. © 2018 22 | #CMC18 | @mbloomstein 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. 25 | #CMC18 | @mbloomstein
- 26. © 2018 26 | #CMC18 | @mbloomstein
- 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. 28 | #CMC18 | @mbloomstein
- 29. How do you slow down users? 1. Editorial style and structures
- 30. © 2018 30 | #CMC18 | @mbloomstein
- 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.”
- 34. © 2018 34 | #CMC18 | @mbloomstein
- 35. © 2018 35 | #CMC18 | @mbloomstein
- 37. © 2018 37 | #CMC18 | @mbloomstein “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.”
- 38. © 2018 38 | #CMC18 | @mbloomstein
- 39. How do you slow down users? 1. Editorial style and structures 2. Discovery-oriented content types
- 40. © 2018 40 | #CMC18 | @mbloomstein
- 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
- 51. 51 | #CMC18 | @mbloomstein
- 52. This isn’t mere content marketing. It’s education that drives empowerment, and empowerment that fosters trust. 52 | #CMC18 | @mbloomstein
- 54. 54 | #CMC18 | @mbloomstein
- 55. Slow experiences take the time to empower users. 55 | #CMC18 | @mbloomstein
- 56. © 2018 56 | #CMC18 | @mbloomstein • Slow down • Act deliberately • Focus
- 57. © 2018 57 | #CMC18 | @mbloomstein
- 58. © 2018 58 | #CMC18 | @mbloomstein
- 59. But does it work?
- 60. © 2018 60 | #CMC18 | @mbloomstein 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
- 61. © 2018 61 | #CMC18 | @mbloomstein 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
- 62. © 2018 62 | #CMC18 | @mbloomstein Store growth fuels content availability
- 63. 63 | #CMC18 | @mbloomstein
- 64. 64 | #CMC18 | @mbloomstein
- 65. Attention must be paid © Viking
- 66. Attention must be paid Can we offer our users attention, respect, and time? © Viking
- 67. © 2018 67 | #CMC18 | @mbloomstein Be here now
- 68. © 2018 68 | #CMC18 | @mbloomstein Be here now
- 69. © 2018 69 | #CMC18 | @mbloomstein 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!