@mbloomstein | #slowcs 1
© 2014
Margot Bloomstein
@mbloomstein
Phoenix Content Strategy
#slowcs 042914
CONTENT STRATEGY
FO...
@mbloomstein | #slowcs 2
© 2014
Winslow Arizona,
such a fine sight to see
(not as fine as Phoenix)
@mbloomstein | #slowcs 3
© 2014
@mbloomstein | #slowcs 4
© 2014
@mbloomstein | #slowcs 5
© 2014
We never stopped.
We never stopped.
The snappy signs didn’t
convince my parents.
The right content isn’t
necessarily more content.
@mbloomstein | #slowcs 9
© 2014© Scott A. Miller for Chevrolet
These people are waiting
in a line.
@mbloomstein | #slowcs 11
© 2014
These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the momen...
Content affects experience…
and a user’s perception of an
experience.
@mbloomstein | #slowcs 13
@mbloomstein | #slowcs 14
© 2014
You wait longer, but you’re engaged
before you get there. You’re invested in
the experien...
Content supports
experiences for
different media,
devices, and
users.
@mbloomstein | #slowcs 16
© 2014
When people have a frustrating
experience, they rate the checkout as
slow.
When we ask pe...
Frustration, not speed, drives
the perception of slowness.
That was horrible
and it took forever,
no matter how fast it wa...
@mbloomstein | #slowcs 18
© 2014© jonandallie.blogspot.com
@mbloomstein | #slowcs 19
© 2014
Little content
supports the
experience and
one size fits all.
Is it enough just to speed it up?
@mbloomstein | #slowcs 21
© 2014
@mbloomstein | #slowcs 22
© 2014
Efficient isn’t always effective.
@mbloomstein | #slowcs 23
© 2014
Efficient isn’t always effective.
Users say frustrating activities
take forever.
But are slow activities
inherently frustrating?
@mbloomstein | #slowcs 24
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #slowcs 26
© 2014
Is the nature of the transaction so
small and insignificant that it shouldn’t
require a s...
Users can appreciate slow
experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay
att...
Why do this?
• Drive exploration & discovery
• Encourage deliberate choices
• Focus users’ attention
@mbloomstein | #slowc...
How do you slow down users?
1. Editorial style and structures
@mbloomstein | #slowcs 30
© 2014
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memories.
@mbloomstein | #slowcs 31
© 2014
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memories.
@mbloomstein | #slowcs 32
© 2014
“Choosing a lens can be a daunting task
for all of the reasons mentioned above,
so I pulled together some info from my
own...
@mbloomstein | #slowcs 34
© 2014
@mbloomstein | #slowcs 35
© 2014
@mbloomstein | #slowcs 37
© 2014
“Springtime shaded belays at the creek,
predawn starts in the Canadian Rockies
and hut to...
@mbloomstein | #slowcs 38
© 2014
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
@mbloom...
@mbloomstein | #slowcs 40
© 2014
Courage in our
convictions
Empirical
proof
@mbloomstein | #slowcs 41
ValidationDeliberation
@mbloomstein | #slowcs 42
Time & space
to interact
with it
Engaging,
informative
content
@mbloomstein | #slowcs 43
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
3. Long...
@mbloomstein | #slowcs 47
© 2014
@mbloomstein | #slowcs 49
© 2014
@mbloomstein | #slowcs 50
© 2014
@mbloomstein | #slowcs 51
© 2014
@mbloomstein | #slowcs 52
© 2014
@mbloomstein | #slowcs 53
© 2014
• Slow down
• Act deliberately
• Focus
@mbloomstein | #slowcs 54
© 2014
@mbloomstein | #slowcs 55
© 2014
But does it work?
@mbloomstein | #slowcs 57
© 2014
The outdoor recreation economy
grew 5% annually 2005 through 2011—
during an economic rec...
@mbloomstein | #slowcs 58
© 2014
2005 2006 2007 2008 2009 2010 2011
REI
industry average
Source: REI Financial Information...
@mbloomstein | #slowcs 59
© 2014
Store growth fuels content availability
@mbloomstein | #slowcs 60
© 2014
Our content strategy is pretty simple:
we stay as close to our core market as
possible.
P...
@mbloomstein | #slowcs 61
© 2014
On a short-term basis, it doesn’t help
us move product. It doesn’t meet your
weekly sales...
Attention must be paid
© Viking
Attention must be paid
but only if we can
respect our users,
brands, and content
equally.
© Viking
@mbloomstein | #slowcs 64
© 2014
Be here now
@mbloomstein | #slowcs 65
© 2014
Be here now
@mbloomstein | #slowcs 66
© 2014
Be here now?
Are we willing to
@mbloomstein | #slowcs 67
© 2014
Thank you.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloom...
Content Strategy for Slow Experiences at Phoenix CS
Content Strategy for Slow Experiences at Phoenix CS
Content Strategy for Slow Experiences at Phoenix CS
Content Strategy for Slow Experiences at Phoenix CS
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Content Strategy for Slow Experiences at Phoenix CS

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Online experiences can be fast, efficient, easy, orderly—and sometimes, that’s all wrong! Users click confirm too soon, miss important details, or don’t find content that aids conversion. In short, efficient isn’t always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable web engagements employ “slow content strategy,” content speed bumps, and surprising content types that aid interaction. We’ll examine examples of content strategy in action that demonstrates how to identify and control the pace of user experience, adding value for both our users and the businesses that engage them.

Presented at Phoenix Content Strategy, April 29, 2014. #slowcs at #PHXCS

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Content Strategy for Slow Experiences at Phoenix CS

  1. 1. @mbloomstein | #slowcs 1 © 2014 Margot Bloomstein @mbloomstein Phoenix Content Strategy #slowcs 042914 CONTENT STRATEGY FOR SLOW EXPERIENCES
  2. 2. @mbloomstein | #slowcs 2 © 2014 Winslow Arizona, such a fine sight to see (not as fine as Phoenix)
  3. 3. @mbloomstein | #slowcs 3 © 2014
  4. 4. @mbloomstein | #slowcs 4 © 2014
  5. 5. @mbloomstein | #slowcs 5 © 2014
  6. 6. We never stopped.
  7. 7. We never stopped. The snappy signs didn’t convince my parents.
  8. 8. The right content isn’t necessarily more content.
  9. 9. @mbloomstein | #slowcs 9 © 2014© Scott A. Miller for Chevrolet
  10. 10. These people are waiting in a line.
  11. 11. @mbloomstein | #slowcs 11 © 2014
  12. 12. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment.
  13. 13. Content affects experience… and a user’s perception of an experience. @mbloomstein | #slowcs 13
  14. 14. @mbloomstein | #slowcs 14 © 2014 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
  15. 15. Content supports experiences for different media, devices, and users.
  16. 16. @mbloomstein | #slowcs 16 © 2014 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)
  17. 17. Frustration, not speed, drives the perception of slowness. That was horrible and it took forever, no matter how fast it was.
  18. 18. @mbloomstein | #slowcs 18 © 2014© jonandallie.blogspot.com
  19. 19. @mbloomstein | #slowcs 19 © 2014 Little content supports the experience and one size fits all.
  20. 20. Is it enough just to speed it up?
  21. 21. @mbloomstein | #slowcs 21 © 2014
  22. 22. @mbloomstein | #slowcs 22 © 2014 Efficient isn’t always effective.
  23. 23. @mbloomstein | #slowcs 23 © 2014 Efficient isn’t always effective.
  24. 24. Users say frustrating activities take forever. But are slow activities inherently frustrating? @mbloomstein | #slowcs 24
  25. 25. © Charlotte & Kristian Septimius Krogh
  26. 26. @mbloomstein | #slowcs 26 © 2014 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)
  27. 27. Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately.
  28. 28. Why do this? • Drive exploration & discovery • Encourage deliberate choices • Focus users’ attention @mbloomstein | #slowcs 28
  29. 29. How do you slow down users? 1. Editorial style and structures
  30. 30. @mbloomstein | #slowcs 30 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  31. 31. @mbloomstein | #slowcs 31 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  32. 32. @mbloomstein | #slowcs 32 © 2014
  33. 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. 34. @mbloomstein | #slowcs 34 © 2014
  35. 35. @mbloomstein | #slowcs 35 © 2014
  36. 36. @mbloomstein | #slowcs 37 © 2014 “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.”
  37. 37. @mbloomstein | #slowcs 38 © 2014
  38. 38. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types @mbloomstein | #slowcs 39
  39. 39. @mbloomstein | #slowcs 40 © 2014
  40. 40. Courage in our convictions Empirical proof @mbloomstein | #slowcs 41
  41. 41. ValidationDeliberation @mbloomstein | #slowcs 42
  42. 42. Time & space to interact with it Engaging, informative content @mbloomstein | #slowcs 43
  43. 43. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content @mbloomstein | #slowcs 46
  44. 44. @mbloomstein | #slowcs 47 © 2014
  45. 45. @mbloomstein | #slowcs 49 © 2014
  46. 46. @mbloomstein | #slowcs 50 © 2014
  47. 47. @mbloomstein | #slowcs 51 © 2014
  48. 48. @mbloomstein | #slowcs 52 © 2014
  49. 49. @mbloomstein | #slowcs 53 © 2014 • Slow down • Act deliberately • Focus
  50. 50. @mbloomstein | #slowcs 54 © 2014
  51. 51. @mbloomstein | #slowcs 55 © 2014
  52. 52. But does it work?
  53. 53. @mbloomstein | #slowcs 57 © 2014 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
  54. 54. @mbloomstein | #slowcs 58 © 2014 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
  55. 55. @mbloomstein | #slowcs 59 © 2014 Store growth fuels content availability
  56. 56. @mbloomstein | #slowcs 60 © 2014 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
  57. 57. @mbloomstein | #slowcs 61 © 2014 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
  58. 58. Attention must be paid © Viking
  59. 59. Attention must be paid but only if we can respect our users, brands, and content equally. © Viking
  60. 60. @mbloomstein | #slowcs 64 © 2014 Be here now
  61. 61. @mbloomstein | #slowcs 65 © 2014 Be here now
  62. 62. @mbloomstein | #slowcs 66 © 2014 Be here now? Are we willing to
  63. 63. @mbloomstein | #slowcs 67 © 2014 Thank you. Margot Bloomstein @mbloomstein margot@appropriateinc.com 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.
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