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Content strategy for deliberate discovery at CongresCM

Online experiences can be fast, easy, and orderly—and sometimes, that’s all wrong for both users and brands. Not all websites need to be efficient to be effective. Some of the most memorable and profitable web experiences help users slow down, engage in discovery, and learn by doing.

Brands like IKEA use “slow content strategy” to encourage discovery and create a new level of brand engagement. Other companies such as outdoor specialist Patagonia and investment bank Fidelity use content types and editorial styles to help customers focus. Content strategist and author Margot Bloomstein explains how such a slow content strategy can pack a target audience for the brand and thus propel customer engagement to new heights.

Presented at Congres Content Marketing & Webredactie, #congresCM on November 20, 2014 in Utrecht, the Netherlands.

Content strategy for deliberate discovery at CongresCM

  1. @mbloomstein | #congrescm 1 © 2014 Margot Bloomstein @mbloomstein Congres Web Redactie #congrescm November 20, 2014 CONTENT STRATEGY FOR SLOW EXPERIENCES
  2. @mbloomstein | #congrescm 2 © 2014
  3. @mbloomstein | #congrescm 3 © 2014
  4. @mbloomstein | #congrescm 4 © 2014
  5. We never stopped.
  6. We never stopped. The puns didn’t convince my parents.
  7. We never stopped. The puns didn’t convince my parents. It wasn’t the right content at the right time.
  8. The right content isn’t necessarily more content.
  9. The right content is right for right now: the context, audience, and their mindset.
  10. Do you quantify personal data?
  11. @mbloomstein | #congrescm 11 © 2014 Fit bit/fuel image © PC Advisor
  12. http://www.doyou10q.com
  13. @mbloomstein | #congrescm 13 © 2014© Scott A. Miller for Chevrolet
  14. These people are waiting in a line.
  15. @mbloomstein | #congrescm 15 © 2014
  16. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment.
  17. Content affects experience… and a user’s perception of an experience. @mbloomstein | #congrescm 17
  18. @mbloomstein | #congrescm 18 © 2014 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
  19. @mbloomstein | #congrescm 19 © 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)
  20. Frustration, not speed, drives the perception of slowness.
  21. Is it enough just to speed it up?
  22. @mbloomstein | #congrescm 22 © 2014
  23. @mbloomstein | #congrescm 23 © 2014 Efficient isn’t always effective.
  24. @mbloomstein | #congrescm 24 © 2014 Efficient isn’t always effective.
  25. Users say frustrating activities take forever. But are slow activities inherently frustrating?
  26. © Charlotte & Kristian Septimius Krogh
  27. @mbloomstein | #congrescm 27 © 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)
  28. Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #congrescm 28
  29. @mbloomstein | #congrescm 29 © 2014
  30. Why do this? • Drive exploration & discovery • Encourage deliberate choices • Focus users’ attention …all through content strategy
  31. Content strategy is planning for the creation, delivery, and governance of useful, usable, brand-appropriate content. @mbloomstein | #congrescm 31
  32. How do you slow down users? 1. Editorial style and structures
  33. @mbloomstein | #congrescm 33 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  34. Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  35. “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.”
  36. @mbloomstein | #congrescm 37 © 2014 Voya, formerly ING
  37. @mbloomstein | #congrescm 38 © 2014
  38. @mbloomstein | #congrescm 39 © 2014
  39. @mbloomstein | #congrescm 41 © 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.”
  40. @mbloomstein | #congrescm 42 © 2014
  41. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types
  42. @mbloomstein | #congrescm 44 © 2014
  43. Courage in our convictions Empirical proof
  44. ValidationDeliberation
  45. Time & space to interact with it Engaging, informative content
  46. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content
  47. @mbloomstein | #congrescm 55 © 2014
  48. German shepherds love longform content. Source: World Wild Webb, http://worldwildwebb.tumblr.com/post/82178414439/
  49. @mbloomstein | #congrescm 57 © 2014
  50. @mbloomstein | #congrescm 58 © 2014
  51. @mbloomstein | #congrescm 59 © 2014 • Slow down • Act deliberately • Focus
  52. @mbloomstein | #congrescm 60 © 2014
  53. @mbloomstein | #congrescm 61 © 2014
  54. But does it work?
  55. @mbloomstein | #congrescm 63 © 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
  56. @mbloomstein | #congrescm 64 © 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
  57. @mbloomstein | #congrescm 65 © 2014 Store growth fuels content availability
  58. @mbloomstein | #congrescm 66 © 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
  59. @mbloomstein | #congrescm 67 © 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
  60. Attention must be paid © Viking
  61. Attention must be paid but only if we can respect our users, brands, and content equally. © Viking
  62. @mbloomstein | #congrescm 70 © 2014 Be here now
  63. @mbloomstein | #congrescm 71 © 2014 Be here now
  64. @mbloomstein | #congrescm 72 © 2014 Be here now? Are we willing to
  65. @mbloomstein | #congrescm 73 © 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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