More Related Content Similar to Content strategy for deliberate discovery at CongresCM (20) More from Margot Bloomstein (18) Content strategy for deliberate discovery at CongresCM1. @mbloomstein | #congrescm 1
© 2014
Margot Bloomstein
@mbloomstein
Congres Web Redactie
#congrescm
November 20, 2014
CONTENT STRATEGY
FOR SLOW EXPERIENCES
9. The right content is
right for right now:
the context,
audience, and
their mindset.
16. These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the moment.
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)
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
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.
36. “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.”
41. @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.”
43. How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
51. How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
3. Longform content
63. @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
64. @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
66. @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
67. @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
69. Attention must be paid
but only if we can
respect our users,
brands, and content
equally.
© Viking
73. @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.