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Content Strategy for Slow Experiences at Phoenix CS
The document discusses the importance of content strategy in creating engaging and memorable slow experiences for users. It emphasizes that user perception of slowness is driven by frustration rather than speed, suggesting that thoughtful content can enhance user engagement and satisfaction. Strategies such as editorial styles, discovery-oriented content, and longform narratives are proposed to help slow down users, encouraging them to be more deliberate in their interactions.
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Content Strategy for Slow Experiences at Phoenix CS
- 1. @mbloomstein | #slowcs1 © 2014 Margot Bloomstein @mbloomstein Phoenix Content Strategy #slowcs 042914 CONTENT STRATEGY FOR SLOW EXPERIENCES
- 2. @mbloomstein | #slowcs2 © 2014 Winslow Arizona, such a fine sight to see (not as fine as Phoenix)
- 3. @mbloomstein | #slowcs3 © 2014
- 4. @mbloomstein | #slowcs4 © 2014
- 5. @mbloomstein | #slowcs5 © 2014
- 6.
- 7. We never stopped. Thesnappy signs didn’t convince my parents.
- 8. The right contentisn’t necessarily more content.
- 9. @mbloomstein | #slowcs9 © 2014© Scott A. Miller for Chevrolet
- 10. These people arewaiting in a line.
- 11. @mbloomstein | #slowcs11 © 2014
- 12. These people aredelighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment.
- 13. Content affects experience… anda user’s perception of an experience. @mbloomstein | #slowcs 13
- 14. @mbloomstein | #slowcs14 © 2014 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
- 15. Content supports experiences for differentmedia, devices, and users.
- 16. @mbloomstein | #slowcs16 © 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)
- 17. Frustration, not speed,drives the perception of slowness. That was horrible and it took forever, no matter how fast it was.
- 18. @mbloomstein | #slowcs18 © 2014© jonandallie.blogspot.com
- 19. @mbloomstein | #slowcs19 © 2014 Little content supports the experience and one size fits all.
- 20. Is it enoughjust to speed it up?
- 21. @mbloomstein | #slowcs21 © 2014
- 22. @mbloomstein | #slowcs22 © 2014 Efficient isn’t always effective.
- 23. @mbloomstein | #slowcs23 © 2014 Efficient isn’t always effective.
- 24. Users say frustratingactivities take forever. But are slow activities inherently frustrating? @mbloomstein | #slowcs 24
- 25. © Charlotte &Kristian Septimius Krogh
- 26. @mbloomstein | #slowcs26 © 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)
- 27. Users can appreciateslow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately.
- 28. Why do this? •Drive exploration & discovery • Encourage deliberate choices • Focus users’ attention @mbloomstein | #slowcs 28
- 29. How do youslow down users? 1. Editorial style and structures
- 30. @mbloomstein | #slowcs30 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
- 31. @mbloomstein | #slowcs31 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
- 32. @mbloomstein | #slowcs32 © 2014
- 33. “Choosing a lenscan 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.”
- 34. @mbloomstein | #slowcs34 © 2014
- 35. @mbloomstein | #slowcs35 © 2014
- 37. @mbloomstein | #slowcs37 © 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.”
- 38. @mbloomstein | #slowcs38 © 2014
- 39. How do youslow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types @mbloomstein | #slowcs 39
- 40. @mbloomstein | #slowcs40 © 2014
- 41.
- 42.
- 43. Time & space tointeract with it Engaging, informative content @mbloomstein | #slowcs 43
- 46. How do youslow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content @mbloomstein | #slowcs 46
- 47. @mbloomstein | #slowcs47 © 2014
- 49. @mbloomstein | #slowcs49 © 2014
- 50. @mbloomstein | #slowcs50 © 2014
- 51. @mbloomstein | #slowcs51 © 2014
- 52. @mbloomstein | #slowcs52 © 2014
- 53. @mbloomstein | #slowcs53 © 2014 • Slow down • Act deliberately • Focus
- 54. @mbloomstein | #slowcs54 © 2014
- 55. @mbloomstein | #slowcs55 © 2014
- 56. But does itwork?
- 57. @mbloomstein | #slowcs57 © 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
- 58. @mbloomstein | #slowcs58 © 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
- 59. @mbloomstein | #slowcs59 © 2014 Store growth fuels content availability
- 60. @mbloomstein | #slowcs60 © 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
- 61. @mbloomstein | #slowcs61 © 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
- 62. Attention must bepaid © Viking
- 63. Attention must bepaid but only if we can respect our users, brands, and content equally. © Viking
- 64. @mbloomstein | #slowcs64 © 2014 Be here now
- 65. @mbloomstein | #slowcs65 © 2014 Be here now
- 66. @mbloomstein | #slowcs66 © 2014 Be here now? Are we willing to
- 67. @mbloomstein | #slowcs67 © 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.