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

Design

© 2018
1 | #CMC18 | @mbloomstein
Margot Bloomstein
@mbloomstein
#CMC18
May 3, 2018
CONTENT STRATEGY
FOR SLOW EXPERIENCES

We never stopped.
The puns weren’t effective.

We never stopped.
The puns weren’t effective.
They weren’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
mindset.

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

© 2018
11 | #CMC18 | @mbloomstein
© Scott A. Miller for Chevrolet
Test Track, Epcot

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

Content affects both our experience
and our perception of an experience.
15 | #CMC18 | @mbloomstein

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

© 2018
21 | #CMC18 | @mbloomstein
Efficient isn’t always effective.

© 2018
22 | #CMC18 | @mbloomstein
Efficient isn’t always effective.

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

Users can value slow experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and focus.
25 | #CMC18 | @mbloomstein

Why do this?
• Encourage exploration & discovery
• Drive more deliberate choices
• Help users focus

How do you slow down users?
1. Editorial style and structures

“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.”

© 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.”

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

Courage in our
convictions
Empirical
proof

Time & space
to interact
with it
Engaging,
informative
content

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

This isn’t mere content marketing.
It’s education that drives empowerment,
and empowerment that fosters trust.
52 | #CMC18 | @mbloomstein

Slow experiences take the time to
empower users.
55 | #CMC18 | @mbloomstein

© 2018
56 | #CMC18 | @mbloomstein
• Slow down
• Act deliberately
• Focus

© 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

© 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

© 2018
62 | #CMC18 | @mbloomstein
Store growth fuels content availability

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

© 2018
67 | #CMC18 | @mbloomstein
Be here now

© 2018
68 | #CMC18 | @mbloomstein
Be here now

© 2018
69 | #CMC18 | @mbloomstein
Be here now?
Are we willing to

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!

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The 2016 US presidential election revealed a post-fact culture. Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand—ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Today, lies matter less… not to brands, but to their audiences. Emotion replaces logic. So how do you develop rapport when your audience tests proof points against their own convictions? Can mass media validate fact if “truthiness” trumps truth? Can you harness opposing perspectives without ceding to false equivalency? Most importantly, we’ll discuss how to empower audiences to embrace the courage of their convictions on your behalf. Presented at SXSW in Austin, #sxsw and #factstalk, on March 14, 2017.

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Long before you target prospective students, they’re forming opinions, narrowing options, and determining costs… without talking to you. They’re hearing other voices—and what those voices say may surprise you. Today, organizations like Peterson’s, Sallie Mae, and College Confidential help students vet schools and determine budgets, conversations previous generations had with guidance counselors and college recruiters. Discover how publishers and financial institutions are earning trust through new choices in content types, calls to action, and partner investments. As higher education draws scrutiny for cost and relevance, it’s time to learn from adjacent industries and reframe the conversation from your own institution. Learn how students gain confidence in their choices as they navigate the application and aid processes. Discover what prospects look for when determining what resources deserve their time, attention, and trust. Uncover how partners can strengthen your brand in the topics students value—especially when they don’t want to hear about those topics from you. Presented at Confab Higher Ed 2016, #ConfabEDU, in Philadelphia November 15, 2016.

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Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you maintain content for the Web, mobile apps, social media, or offline experiences. Eager for more efficient engagements? You’ll also discover how a brand-attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment. Then use this foundation to conduct a qualitative and quantitative content audit. We’ll discuss the content opportunities a gap analysis can reveal when we use the message architecture as a metric of quality. Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy, and the business issues beyond it. What if you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation? No matter your title, it’s time to embrace content strategy, starting with the message architecture. Join this workshop to build out your content strategy toolkit: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update Gain additional tools to keep your projects on track, on time, and on budget

Brand-driven Content Strategy: Developing a Message Architecture workshop at ...

Margot Bloomstein

The 2016 US presidential election reveals a post-fact culture. Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand--ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Today, lies matter less. Not to brands, but to their audiences. Emotion replaces logic. So how do you choose content types to develop rapport when your audience tests proof points against their convictions? Can mass media validate fact if "truthiness" trumps truth? Can you harness opposing perspectives without ceding to false equivalency? Most importantly, we'll discuss how to empower audiences to embrace the courage of their convictions on your behalf. Presented at the online Content Strategy Summit 2016, #CSsummit, August 25, 2016.

Content Strategy for an Era of Self-Validating Facts at CSsummit

Margot Bloomstein

Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy. If you’re a designer planning for content or a developer tailoring the CMS to specific content types, they’re your challenges, too. If you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation, forget your title. It’s time to embrace content strategy, starting with the message architecture. Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you design for the web, mobile apps, social media, or offline experiences. Then use this foundation to learn about a qualitative and quantitative content audit, content types, and editorial style guidelines. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work. What you can expect: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update Use a content audit to evaluate content against the message architecture Gain additional tools to keep your projects on track, on time, and on budget Presented as a workshop at WebVisions NYC, April 7, 2016, at WebVisions in New York.

Establishing a Brand-driven Message Architecture WebVisions NYC

Margot Bloomstein

Trying to manage scope, stakeholders, and shifting priorities? Need to determine a consistent voice among multiple authors? Content strategy can help. Amid constrained resources, competing priorities, and a contributory culture, content strategy can help us focus and do less—but do what really matters. Margot will discuss how to empower communicators and rally everyone around a common vocabulary for use in print, traditional web communication, and social media. Presented at Converge 2015, #Converge2015, October 22, 2015 in New Orleans.

Jumpstarting content strategy with a message architecture at Converge2015

Margot Bloomstein

Content strategy both champions and makes possible the idea that "everyone is a publisher." New platforms and approaches to collaboration let us reframe the conversation beyond traditional book publishing. But with challenges to net neutrality and inconsistent network connectivity in the developing world, do we need to limit our definition of "everyone" to just the white and wealthy world and the more cutting-edge businesses it spawns? Maybe that's the case today, but today is the mirror of realism. The future is the undefined outcome of optimism—and we have many reasons to be optimistic. Looking at emerging examples from modern business culture, Silicon Valley investment strategies, and communication trends beyond the United States, Margot Bloomstein will map out challenges and opportunities for publishing in the coming decades. The author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project, Bloomstein will explore how content strategy will work in the future to aid the changing face of publishing. Who will practice it? Will power align with technology, quality, perspective, or a combination of all three? And how will we define "publishing," anyhow? Presented at Content Strategy Summit, #CSSummit, online, on September 22, 2015

Expanding our expectations of "everyone" at Content Strategy Summit 2015

Margot Bloomstein

What’s in a name—and does it constrain or empower us? As “content strategy” evolves as an industry, so too do the areas of expertise that we individually offer and that our clients expect. Is this a problem, or an opportunity? Do you really have to do it all? Can we grapple with our terminology to broaden the profession without losing its relevance? And do we run the risk of diluting the meaning? Looking at examples in a variety of industries, we’ll discuss the responsibility and opportunity in how we define our industry and the areas of specialty it can comprise. Delivered at Confab Central, #ConfabMN, May 22, 2015.

Defining Our Profession Defining Ourselves at Confab

Margot Bloomstein

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How to Embrace Pace with Content Strategy for Slow Experiences

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.

12. These people are waiting in a line.

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?

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

25. Users can value slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and focus. 25 | #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

31.

32.

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.”

36.

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.”

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

41. Courage in our convictions Empirical proof

42. ValidationDeliberation

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

44.

45.

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

47.

48.

49.

50.

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

53.

54. 54 | #CMC18 | @mbloomstein

55. Slow experiences take the time to empower users. 55 | #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

63. 63 | #CMC18 | @mbloomstein

64. 64 | #CMC18 | @mbloomstein

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!

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