Whoa Nellie Content Strategy for Slow Experiences ConfabUK

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Online experiences can be fast, efficient, easy, orderly—and sometimes, that's a recipe for disaster. We click confirm too soon, confuse important details, or miss a key feature in a product description. 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. Entropy drives discovery, but it requires careful planning in the form of content strategy. Content strategy can identify and support these outliers of user experience. Let’s look at REI, Target, Patagonia, Disney, and others for content strategy that you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty; content strategy can help you control the pace. Presented at Confab UK 2013, London; #ConfabUK March 25, 2013.

Design

@mbloomstein | #ConfabUK
© 2013© 2012
Margot Bloomstein
@mbloomstein #ConfabUK
Confab London 2013
WHOA NELLIE:
CONTENT STRATEGY FOR
SLOW EXPERIENCES

@mbloomstein | #ConfabUK
© 2013
©ScottA.MillerforChevrolet

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

These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories
thanks to content.
@mbloomstein | #ConfabUK

Content changes an experience
and the user’s perception of it.
@mbloomstein | #ConfabUK

@mbloomstein | #ConfabUK
© 2013
You wait longer, but you’re engaged
before you get there. You’re invested in
the experience.
Keri Maijala (@clamhead)

@mbloomstein | #ConfabUK
© 2013
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)

@mbloomstein | #ConfabUK
© 2013
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)

@mbloomstein | #ConfabUK
© 2013
Efficient isn’t always effective—
or good.

Users say frustrating activities
take forever.
But are time-consuming
activities also inherently
frustrating?
@mbloomstein | #ConfabUK

Users can appreciate slow
experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay
attention to act deliberately.
@mbloomstein | #ConfabUK

How?
Editorial style and structures,
content types, and
design that creates space.
@mbloomstein | #ConfabUK

@mbloomstein | #ConfabUK
© 2013
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 | #ConfabUK
© 2013
What does content do?

Content can slow down users,
focus their attention, and
help them act deliberately.
@mbloomstein | #ConfabUK

@mbloomstein | #ConfabUK
© 2013
Longform copy

Editorial style
“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 | #ConfabUK
© 2013
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

What’s the benefit?
(Three big things)
Slow experiences drive
exploration and discovery,
deliberate choices, and
attention.
@mbloomstein | #ConfabUK

@mbloomstein | #ConfabUK
© 2013
Focused attention

@mbloomstein | #ConfabUK
© 2013
©ScottA.MillerforChevrolet
BE HERE NOW

@mbloomstein | #ConfabUK
© 2013
Thank you
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
All images property of their respective owners or © Margot Bloomstein as noted.

@mbloomstein | #ConfabUK
© 2013
Thank you, Giselle Abramovich,
Joe Baz, Bill Boland, Laura
Creekmore, Matt Grocki, Sarah
Krznarich, Kristina Halvorson,
Michael Lohmiller, Jared Spool,
and Anne Weiskopf.

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Content strategy for deliberate discovery at CongresCM

Margot Bloomstein

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Whoa Nellie Content Strategy for Slow Experiences ConfabUK

3. These people are waiting in a line.

6. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment. @mbloomstein | #ConfabUK

7. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories thanks to content. @mbloomstein | #ConfabUK

8. Content changes an experience and the user’s perception of it. @mbloomstein | #ConfabUK

10. @mbloomstein | #ConfabUK © 2013 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)

11. That was horrible and it took forever.

12. @mbloomstein | #ConfabUK © 2013 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)

15. Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating? @mbloomstein | #ConfabUK

17. Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #ConfabUK

18. How? Editorial style and structures, content types, and design that creates space. @mbloomstein | #ConfabUK

22.

23. “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.”

28. Content can slow down users, focus their attention, and help them act deliberately. @mbloomstein | #ConfabUK

31. Editorial style

32. Editorial style “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.”

34. Validation

35. @mbloomstein | #ConfabUK © 2013 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

36. @mbloomstein | #ConfabUK © 2013 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

37. What’s the benefit? (Three big things) Slow experiences drive exploration and discovery, deliberate choices, and attention. @mbloomstein | #ConfabUK

38. Exploration and discovery

39. Exploration and discovery

40. Exploration and discovery

41. Exploration and discovery

42. Deliberate choices

43. Deliberate choices

44. Focused attention

48. @mbloomstein | #ConfabUK © 2013 Thank you Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All images property of their respective owners or © Margot Bloomstein as noted.

49. @mbloomstein | #ConfabUK © 2013 Thank you, Giselle Abramovich, Joe Baz, Bill Boland, Laura Creekmore, Matt Grocki, Sarah Krznarich, Kristina Halvorson, Michael Lohmiller, Jared Spool, and Anne Weiskopf.

50. @mbloomstein | #ConfabUK © 2013 Thank you Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All images property of their respective owners or © Margot Bloomstein as noted.

Whoa Nellie Content Strategy for Slow Experiences ConfabUK

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Whoa Nellie Content Strategy for Slow Experiences ConfabUK