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Whoa Nellie! Content Strategy for Slow Experiences

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Margot Bloomstein
Margot Bloomstein

The document discusses how content strategy can be used to create slow experiences that engage and focus users. It argues that slow experiences driven by exploration, discovery, deliberate choices and focused attention can be appreciated by users. Examples are given of how editorial style, longform copy, validation and storytelling can slow users down in a positive way. The benefits of slow experiences are described as exploration and discovery, deliberate choices, and focused attention.

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@mbloomstein | #slowCS © 2013© 2012 Margot Bloomstein @mbloomstein #slowCS SXSW 2013 WHOA NELLIE: CONTENT STRATEGY FOR SLOW EXPERIENCES
@mbloomstein | #slowCS © 2013 ©ScottA.MillerforChevrolet
These people are waiting in a line.
@mbloomstein | #slowCS © 2013 ©ScottA.MillerforChevrolet
@mbloomstein | #slowCS © 2013
These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. @mbloomstein | #slowCS
These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories thanks to content. @mbloomstein | #slowCS
Content changes an experience and the user’s perception of it. @mbloomstein | #slowCS
@mbloomstein | #slowCS © 2013 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
@mbloomstein | #slowCS © 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)
That was horrible and it took forever.
@mbloomstein | #slowCS © 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)
@mbloomstein | #slowCS © 2013
@mbloomstein | #slowCS © 2013 Efficient isn’t always effective— or good.
Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating? @mbloomstein | #slowCS
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #slowCS © 2013
Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #slowCS
How? Editorial style and structures, content types, and design that creates space. @mbloomstein | #slowCS
@mbloomstein | #slowCS © 2013 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
@mbloomstein | #slowCS © 2013 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
@mbloomstein | #slowCS © 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 experiences, as well as those of other Crutchfield shutterbugs.”
@mbloomstein | #slowCS © 2013
@mbloomstein | #slowCS © 2013
@mbloomstein | #slowCS © 2013
@mbloomstein | #slowCS © 2013 What does content do?
Content can slow down users, focus their attention, and help them act deliberately. @mbloomstein | #slowCS
Attention must be paid ©Viking
@mbloomstein | #slowCS © 2013 Longform copy
Editorial style
Editorial style “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.”
@mbloomstein | #slowCS © 2013
Validation
@mbloomstein | #slowCS © 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
@mbloomstein | #slowCS © 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
What’s the benefit? Slow experiences drive exploration and discovery, deliberate choices, and focused attention. @mbloomstein | #slowCS
Exploration and discovery
Exploration and discovery
Exploration and discovery
Exploration and discovery
Deliberate choices
Deliberate choices
Focused attention
@mbloomstein | #slowCS © 2013
@mbloomstein | #slowCS © 2013 Focused attention
@mbloomstein | #slowCS © 2013 ©ScottA.MillerforChevrolet BE HERE NOW
@mbloomstein | #slowCS © 2013 Thank you Margot Bloomstein @mbloomstein margot@appropriateinc.com Feedback! http://bit.ly/slowcsfb slideshare.net/mbloomstein All images property of their respective owners or © Margot Bloomstein as noted.
@mbloomstein | #slowCS © 2013 Thank you, Giselle Abramovich, Joe Baz, Bill Boland, Laura Creekmore, Matt Grocki, Sarah Krznarich, Kristina Halvorson, Michael Lohmiller, Jared Spool, and Anne Weiskopf.
@mbloomstein | #slowCS © 2013 Thank you Margot Bloomstein @mbloomstein margot@appropriateinc.com Feedback! http://bit.ly/slowcsfb slideshare.net/mbloomstein All images property of their respective owners or © Margot Bloomstein as noted.

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Whoa Nellie! Content Strategy for Slow Experiences

Editor's Notes

  1. Test Track Attraction at Epcot.
  2. Jared and UIE researched checkouts with Best Buy, Amazon, Walmart, Target, JCPenney, and the Gap. Frustration drives the perception of slowness—NOT the other way around. I will always find the RMV slow. Annoying, but revealing.
  3. Sometimes fast is good.
  4. Image: buying something, put in shopping cart—AHH! Wrong thing! Amazon one-click shopping—efficient, not always pleasurable.Hitting confirm too soon, no reason to linger or learn—just get in, buy the thing (hopefully the right one), and go. Not all experiences need to be like this though
  5. YouTube rabbit holes—or dog video holes. 17MM of us on this video alone.
  6. YouTube rabbit holes—or dog video holes. 17MM of us on this video alone.
  7. Nobody does this better than Patagonia. Their content marketing is in line with their mission to slow down the user, force them to act deliberately, and focus their attention.
  8. Nobody does this better than Patagonia. They slow down the user, force them to act deliberately, and focus their attention
  9. If our content matters, IF THE EXPERIENCE MATTERS, this is our Willie Loman moment. When Linda says “Attention must be paid,” she says everyone deserves respect and dignity.
  10. Longform copy slows down the interaction experience
  11. Combination of content types and editorial styleLonger sentences—and not just bullet points, even in instructional copy
  12. Combination of content types and editorial styleLonger sentences—and not just bullet points, even in instructional copy
  13. Combination of content types and editorial styleLonger sentences—and not just bullet points, even in instructional copy
  14. Focusing attention – merchandising in shopping cart
  15. Nobody does this better than Patagonia. SYNC WITH TWEET.
  16. Nobody does this better than Patagonia.
  17. How? Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
  18. How?Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
  19. How? Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
  20. How? Content types as speed bumps, editorial style, space and context that encourage the spirit of discovery.
  21. How? Content types as speed bumps, merchandising in the shopping cart
  22. Target too
  23. Musical Instrument Museum MIM.org audio eases you into spaces for pacing and crowd control
  24. When I’m on the blog, I’m on the blog. Limited sensory inputs, no crazy social calls to action
  25. Test Track Attraction at Epcot.