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.

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

37. @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.”

38. @mbloomstein | #SearchLove 38
© 2014

39. How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
@mbloomstein | #SearchLove 39

40. @mbloomstein | #SearchLove 40
© 2014

41. Courage in our
convictions
Empirical
proof
@mbloomstein | #SearchLove 41

42. ValidationDeliberation
@mbloomstein | #SearchLove 42

43. Time & space
to interact
with it
Engaging,
informative
content
@mbloomstein | #SearchLove 43

48. How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
3. Longform content
@mbloomstein | #SearchLove 48

49. @mbloomstein | #SearchLove 49
© 2014

51. @mbloomstein | #SearchLove 51
© 2014

52. @mbloomstein | #SearchLove 52
© 2014

53. @mbloomstein | #SearchLove 53
© 2014

54. @mbloomstein | #SearchLove 54
© 2014

55. @mbloomstein | #SearchLove 55
© 2014
• Slow down
• Act deliberately
• Focus

56. @mbloomstein | #SearchLove 56
© 2014

57. @mbloomstein | #SearchLove 57
© 2014

58. But does it work?

59. @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

60. @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

61. @mbloomstein | #SearchLove 61
© 2014
Store growth fuels content availability

62. @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

63. @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

64. Attention must be paid
© Viking

65. Attention must be paid
but only if we can
respect our users,
brands, and content
equally.
© Viking

66. @mbloomstein | #SearchLove 66
© 2014
Be here now

67. @mbloomstein | #SearchLove 67
© 2014
Be here now

68. @mbloomstein | #SearchLove 68
© 2014
Be here now?
Are we willing to

69. @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.