Content strategy for Slow Experiences at SearchLove

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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 SearchLove, April 8, 2014. #searchlove in Boston.

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Content strategy for Slow Experiences at SearchLove

  1. @mbloomstein | #SearchLove 1 © 2014 Margot Bloomstein @mbloomstein #SearchLove 040814 CONTENT STRATEGY FOR SLOW EXPERIENCES
  2. @mbloomstein | #SearchLove 2 © 2014
  3. @mbloomstein | #SearchLove 3 © 2014
  4. @mbloomstein | #SearchLove 4 © 2014
  5. We never stopped.
  6. We never stopped. The snappy signs didn’t convince my parents.
  7. The right content isn’t necessarily more content.
  8. @mbloomstein | #SearchLove 8 © 2014© Scott A. Miller for Chevrolet
  9. These people are waiting in a line.
  10. @mbloomstein | #SearchLove 10 © 2014
  11. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment. @mbloomstein | #SearchLove 11
  12. Content affects experience… and a user’s perception of an experience. @mbloomstein | #SearchLove 12
  13. @mbloomstein | #SearchLove 13 © 2014 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
  14. Content supports experiences for different media, devices, and users.
  15. Publisher? Maybe. Persuader? Yes. @mbloomstein | #SearchLove 15
  16. @mbloomstein | #SearchLove 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. Frustration, not speed, drives the perception of slowness. That was horrible and it took forever, no matter how fast it was.
  18. @mbloomstein | #SearchLove 18 © 2014© jonandallie.blogspot.com
  19. @mbloomstein | #SearchLove 19 © 2014 Little content supports the experience and one size fits all.
  20. Is it enough just to speed it up?
  21. @mbloomstein | #SearchLove 21 © 2014
  22. @mbloomstein | #SearchLove 22 © 2014 Efficient isn’t always effective.
  23. @mbloomstein | #SearchLove 23 © 2014 Efficient isn’t always effective.
  24. Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating? @mbloomstein | #SearchLove 24
  25. © Charlotte & Kristian Septimius Krogh
  26. @mbloomstein | #SearchLove 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. Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #SearchLove 27
  28. Why do this? • Drive exploration & discovery • Encourage deliberate choices • Focus users’ attention @mbloomstein | #SearchLove 28
  29. How do you slow down users? 1. Editorial style and structures @mbloomstein | #SearchLove 29
  30. @mbloomstein | #SearchLove 30 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  31. @mbloomstein | #SearchLove 31 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  32. @mbloomstein | #SearchLove 32 © 2014
  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. @mbloomstein | #SearchLove 34 © 2014
  35. @mbloomstein | #SearchLove 35 © 2014
  36. @mbloomstein | #SearchLove 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. @mbloomstein | #SearchLove 38 © 2014
  38. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types @mbloomstein | #SearchLove 39
  39. @mbloomstein | #SearchLove 40 © 2014
  40. Courage in our convictions Empirical proof @mbloomstein | #SearchLove 41
  41. ValidationDeliberation @mbloomstein | #SearchLove 42
  42. Time & space to interact with it Engaging, informative content @mbloomstein | #SearchLove 43
  43. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content @mbloomstein | #SearchLove 48
  44. @mbloomstein | #SearchLove 49 © 2014
  45. @mbloomstein | #SearchLove 51 © 2014
  46. @mbloomstein | #SearchLove 52 © 2014
  47. @mbloomstein | #SearchLove 53 © 2014
  48. @mbloomstein | #SearchLove 54 © 2014
  49. @mbloomstein | #SearchLove 55 © 2014 • Slow down • Act deliberately • Focus
  50. @mbloomstein | #SearchLove 56 © 2014
  51. @mbloomstein | #SearchLove 57 © 2014
  52. But does it work?
  53. @mbloomstein | #SearchLove 59 © 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. @mbloomstein | #SearchLove 60 © 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. @mbloomstein | #SearchLove 61 © 2014 Store growth fuels content availability
  56. @mbloomstein | #SearchLove 62 © 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. @mbloomstein | #SearchLove 63 © 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. Attention must be paid © Viking
  59. Attention must be paid but only if we can respect our users, brands, and content equally. © Viking
  60. @mbloomstein | #SearchLove 66 © 2014 Be here now
  61. @mbloomstein | #SearchLove 67 © 2014 Be here now
  62. @mbloomstein | #SearchLove 68 © 2014 Be here now? Are we willing to
  63. @mbloomstein | #SearchLove 69 © 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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