Content strategy for deliberate discovery at CongresCM

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@mbloomstein | #congrescm 1
© 2014
Margot Bloomstein
@mbloomstein
Congres Web Redactie
#congrescm
November 20, 2014
CONTEN...

@mbloomstein | #congrescm 2
© 2014

@mbloomstein | #congrescm 3
© 2014

@mbloomstein | #congrescm 4
© 2014

We never stopped.

We never stopped.
The puns didn’t convince my
parents.

We never stopped.
The puns didn’t convince my
parents.
It wasn’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
their mindset.

Do you quantify personal data?

@mbloomstein | #congrescm 11
© 2014
Fit bit/fuel image
© PC Advisor

http://www.doyou10q.com

@mbloomstein | #congrescm 13
© 2014© Scott A. Miller for Chevrolet

These people are waiting
in a line.

@mbloomstein | #congrescm 15
© 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 | #congrescm 17

@mbloomstein | #congrescm 18
© 2014
You wait longer, but you’re engaged
before you get there. You’re invested in
the exper...

@mbloomstein | #congrescm 19
© 2014
When people have a frustrating
experience, they rate the checkout as
slow.
When we ask...

Frustration, not speed, drives
the perception of slowness.

Is it enough just to speed it up?

@mbloomstein | #congrescm 22
© 2014

@mbloomstein | #congrescm 23
© 2014
Efficient isn’t always effective.

@mbloomstein | #congrescm 24
© 2014
Efficient isn’t always effective.

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

© Charlotte & Kristian Septimius Krogh

@mbloomstein | #congrescm 27
© 2014
Is the nature of the transaction so
small and insignificant that it shouldn’t
require ...

Users can appreciate slow
experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay
att...

@mbloomstein | #congrescm 29
© 2014

Why do this?
• Drive exploration & discovery
• Encourage deliberate choices
• Focus users’ attention
…all through content ...

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

@mbloomstein | #congrescm 33
© 2014
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memorie...

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...

@mbloomstein | #congrescm 37
© 2014
Voya, formerly ING

@mbloomstein | #congrescm 38
© 2014

@mbloomstein | #congrescm 39
© 2014

@mbloomstein | #congrescm 41
© 2014
“Springtime shaded belays at the creek,
predawn starts in the Canadian Rockies
and hut...

@mbloomstein | #congrescm 42
© 2014

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

@mbloomstein | #congrescm 44
© 2014

Courage in our
convictions
Empirical
proof

ValidationDeliberation

Time & space
to interact
with it
Engaging,
informative
content

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

@mbloomstein | #congrescm 55
© 2014

German shepherds love
longform content.
Source: World Wild Webb, http://worldwildwebb.tumblr.com/post/82178414439/

@mbloomstein | #congrescm 57
© 2014

@mbloomstein | #congrescm 58
© 2014

@mbloomstein | #congrescm 59
© 2014
• Slow down
• Act deliberately
• Focus

@mbloomstein | #congrescm 60
© 2014

@mbloomstein | #congrescm 61
© 2014

But does it work?

@mbloomstein | #congrescm 63
© 2014
The outdoor recreation economy
grew 5% annually 2005 through 2011—
during an economic ...

@mbloomstein | #congrescm 64
© 2014
2005 2006 2007 2008 2009 2010 2011
REI
industry average
Source: REI Financial Informat...

@mbloomstein | #congrescm 65
© 2014
Store growth fuels content availability

@mbloomstein | #congrescm 66
© 2014
Our content strategy is pretty simple:
we stay as close to our core market as
possible...

@mbloomstein | #congrescm 67
© 2014
On a short-term basis, it doesn’t help
us move product. It doesn’t meet your
weekly sa...

Attention must be paid
© Viking

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

@mbloomstein | #congrescm 70
© 2014
Be here now

@mbloomstein | #congrescm 71
© 2014
Be here now

@mbloomstein | #congrescm 72
© 2014
Be here now?
Are we willing to

@mbloomstein | #congrescm 73
© 2014
Thank you.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbl...

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