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@mbloomstein | #MIMAsummit 1
© 2013
Margot Bloomstein
@mbloomstein #MIMAsummit
October 15, 2013
CONTENT STRATEGY FOR
SLOW ...
@mbloomstein | #MIMAsummit 2
© 2013
@mbloomstein | #MIMAsummit 3
© 2013
@mbloomstein | #MIMAsummit 4
© 2013
anticipation
discovery
delight
@mbloomstein | #MIMAsummit 5
© 2013
anticipation
discovery
delight
These take time.
@mbloomstein | #MIMAsummit 6
© 2013© Scott A. Miller for Chevrolet
These people are waiting
in a line
@mbloomstein | #MIMAsummit 8
© 2013
@mbloomstein | #MIMAsummit 9
© 2013
These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the momen...
These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories
thanks to content.
@m...
Content affects experience…
and a user’s perception of an
experience.
@mbloomstein | #MIMAsummit 12
@mbloomstein | #MIMAsummit 13
© 2013
You wait longer, but you’re engaged
before you get there. You’re invested in
the expe...
@mbloomstein | #MIMAsummit 14
© 2013
When people have a frustrating
experience, they rate the checkout as
slow.
When we as...
Frustration, not speed, drives
the perception of slowness.
That was horrible
and it took forever,
no matter how fast it wa...
@mbloomstein | #MIMAsummit 16
© 2013© jonandallie.blogspot.com
@mbloomstein | #MIMAsummit 17
© 2013
@mbloomstein | #MIMAsummit 18
© 2013
Efficient isn’t always effective—
or good.
Users say frustrating activities
take forever.
But are time-consuming activities
also inherently frustrating?
@mbloomstein...
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #MIMAsummit 21
© 2013
@mbloomstein | #MIMAsummit 22
© 2013
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...
Why do this?
• Drive exploration & discovery
• Encourage deliberate choices
• Focus users’ attention
@mbloomstein | #MIMAs...
How do you slow down users?
1. Editorial style and structures
@mbloomstein | #MIMAsummit 25
@mbloomstein | #MIMAsummit 26
© 2013
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memori...
@mbloomstein | #MIMAsummit 27
© 2013
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memori...
@mbloomstein | #MIMAsummit 28
© 2013
“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 | #MIMAsummit 30
© 2013
@mbloomstein | #MIMAsummit 31
© 2013
@mbloomstein | #MIMAsummit 33
© 2013
“Springtime shaded belays at the creek,
predawn starts in the Canadian Rockies
and hu...
@mbloomstein | #MIMAsummit 34
© 2013
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
@mbloom...
@mbloomstein | #MIMAsummit 36
© 2013
Courage in our
convictions
Empirical
proof
@mbloomstein | #MIMAsummit 37
ValidationDeliberation
@mbloomstein | #MIMAsummit 38
Time & space
to interact
with it
Engaging,
informative
content
@mbloomstein | #MIMAsummit 39
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
@mbloom...
How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
3. Long...
@mbloomstein | #MIMAsummit 46
© 2013
@mbloomstein | #MIMAsummit 48
© 2013
@mbloomstein | #MIMAsummit 49
© 2013
@mbloomstein | #MIMAsummit 50
© 2013
@mbloomstein | #MIMAsummit 51
© 2013
@mbloomstein | #MIMAsummit 52
© 2013
• Slow down
• Act deliberately
• Focus
@mbloomstein | #MIMAsummit 53
© 2013
@mbloomstein | #MIMAsummit 54
© 2013
Attention must be paid
© Viking
By design, content can
slow down users,
focus their attention, and
help them act deliberately.
It respects them and
the to...
But does it work?
@mbloomstein | #MIMAsummit 58
© 2013
The outdoor recreation economy
grew 5% annually 2005 through 2011—
during an economic...
@mbloomstein | #MIMAsummit 59
© 2013
2005 2006 2007 2008 2009 2010 2011
REI
industry average
Source: REI Financial Informa...
@mbloomstein | #MIMAsummit 60
© 2013
Source: http://www.rei.com/about-rei/financial-information.html and EMS press release...
@mbloomstein | #MIMAsummit 61
© 2013
Our content strategy is pretty simple:
we stay as close to our core market as
possibl...
@mbloomstein | #MIMAsummit 62
© 2013
On a short-term basis, it doesn’t help
us move product. It doesn’t meet your
weekly s...
@mbloomstein | #MIMAsummit 63
© 2013
@mbloomstein | #MIMAsummit 65
© 2013
BE HERE NOW
@mbloomstein | #MIMAsummit 66
© 2013
BE HERE NOW
@mbloomstein | #MIMAsummit 67
© 2013
BE HERE NOW
@mbloomstein | #MIMAsummit 68
© 2013
Thank you.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mb...
Content Strategy for Slow Experiences MIMA Summit 2013
Content Strategy for Slow Experiences MIMA Summit 2013
Content Strategy for Slow Experiences MIMA Summit 2013
Content Strategy for Slow Experiences MIMA Summit 2013
Content Strategy for Slow Experiences MIMA Summit 2013
Content Strategy for Slow Experiences MIMA Summit 2013
Content Strategy for Slow Experiences MIMA Summit 2013
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Content Strategy for Slow Experiences MIMA Summit 2013

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Online experiences can be fast, efficient, easy and orderly, which sounds like a good thing, right? Surprisingly, sometimes, that’s a recipe for disaster. We click confirm too soon, confuse important details, or miss a key feature in a product description. Efficient isn’t always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy—and that’s just right.

Content strategy can identify and support opportunities to control the pace of user experience. We’ll discuss three key features that differentiate slow experiences and uncover the fundamental ways they help users.

Presented at MIMA Summit 2013, October 15, 2013, #MIMASummit, in Minneapolis.

Published in: Technology, News & Politics
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Content Strategy for Slow Experiences MIMA Summit 2013

  1. @mbloomstein | #MIMAsummit 1 © 2013 Margot Bloomstein @mbloomstein #MIMAsummit October 15, 2013 CONTENT STRATEGY FOR SLOW EXPERIENCES
  2. @mbloomstein | #MIMAsummit 2 © 2013
  3. @mbloomstein | #MIMAsummit 3 © 2013
  4. @mbloomstein | #MIMAsummit 4 © 2013 anticipation discovery delight
  5. @mbloomstein | #MIMAsummit 5 © 2013 anticipation discovery delight These take time.
  6. @mbloomstein | #MIMAsummit 6 © 2013© Scott A. Miller for Chevrolet
  7. These people are waiting in a line
  8. @mbloomstein | #MIMAsummit 8 © 2013
  9. @mbloomstein | #MIMAsummit 9 © 2013
  10. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment. @mbloomstein | #MIMAsummit 10
  11. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories thanks to content. @mbloomstein | #MIMAsummit 11
  12. Content affects experience… and a user’s perception of an experience. @mbloomstein | #MIMAsummit 12
  13. @mbloomstein | #MIMAsummit 13 © 2013 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
  14. @mbloomstein | #MIMAsummit 14 © 2013 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)
  15. Frustration, not speed, drives the perception of slowness. That was horrible and it took forever, no matter how fast it was.
  16. @mbloomstein | #MIMAsummit 16 © 2013© jonandallie.blogspot.com
  17. @mbloomstein | #MIMAsummit 17 © 2013
  18. @mbloomstein | #MIMAsummit 18 © 2013 Efficient isn’t always effective— or good.
  19. Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating? @mbloomstein | #MIMAsummit 19
  20. © Charlotte & Kristian Septimius Krogh
  21. @mbloomstein | #MIMAsummit 21 © 2013
  22. @mbloomstein | #MIMAsummit 22 © 2013 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)
  23. Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #MIMAsummit 23
  24. Why do this? • Drive exploration & discovery • Encourage deliberate choices • Focus users’ attention @mbloomstein | #MIMAsummit 24
  25. How do you slow down users? 1. Editorial style and structures @mbloomstein | #MIMAsummit 25
  26. @mbloomstein | #MIMAsummit 26 © 2013 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  27. @mbloomstein | #MIMAsummit 27 © 2013 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
  28. @mbloomstein | #MIMAsummit 28 © 2013
  29. “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.”
  30. @mbloomstein | #MIMAsummit 30 © 2013
  31. @mbloomstein | #MIMAsummit 31 © 2013
  32. @mbloomstein | #MIMAsummit 33 © 2013 “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.”
  33. @mbloomstein | #MIMAsummit 34 © 2013
  34. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types @mbloomstein | #MIMAsummit 35
  35. @mbloomstein | #MIMAsummit 36 © 2013
  36. Courage in our convictions Empirical proof @mbloomstein | #MIMAsummit 37
  37. ValidationDeliberation @mbloomstein | #MIMAsummit 38
  38. Time & space to interact with it Engaging, informative content @mbloomstein | #MIMAsummit 39
  39. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types @mbloomstein | #MIMAsummit 44
  40. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content @mbloomstein | #MIMAsummit 45
  41. @mbloomstein | #MIMAsummit 46 © 2013
  42. @mbloomstein | #MIMAsummit 48 © 2013
  43. @mbloomstein | #MIMAsummit 49 © 2013
  44. @mbloomstein | #MIMAsummit 50 © 2013
  45. @mbloomstein | #MIMAsummit 51 © 2013
  46. @mbloomstein | #MIMAsummit 52 © 2013 • Slow down • Act deliberately • Focus
  47. @mbloomstein | #MIMAsummit 53 © 2013
  48. @mbloomstein | #MIMAsummit 54 © 2013
  49. Attention must be paid © Viking
  50. By design, content can slow down users, focus their attention, and help them act deliberately. It respects them and the topic equally. @mbloomstein | #MIMAsummit 56
  51. But does it work?
  52. @mbloomstein | #MIMAsummit 58 © 2013 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
  53. @mbloomstein | #MIMAsummit 59 © 2013 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
  54. @mbloomstein | #MIMAsummit 60 © 2013 Source: http://www.rei.com/about-rei/financial-information.html and EMS press releases Store growth supported content availability 2005 2006 2007 2008 2009 2010 2011 REI industry average
  55. @mbloomstein | #MIMAsummit 61 © 2013 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
  56. @mbloomstein | #MIMAsummit 62 © 2013 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
  57. @mbloomstein | #MIMAsummit 63 © 2013
  58. @mbloomstein | #MIMAsummit 65 © 2013 BE HERE NOW
  59. @mbloomstein | #MIMAsummit 66 © 2013 BE HERE NOW
  60. @mbloomstein | #MIMAsummit 67 © 2013 BE HERE NOW
  61. @mbloomstein | #MIMAsummit 68 © 2013 Thank you. Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All images property of their respective owners or © Margot Bloomstein as noted.

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