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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.