whoa nellie! content strategy for slow experiences
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@mbloomstein | #slowCS
© 2013 © 2012
Margot Bloomstein @mbloomstein #slowCS SXSW 2013
WHOA NELLIE: CONTENT STRATEGY FOR SLOW EXPERIENCES
@mbloomstein | #slowCS
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These people are waiting in a line.
@mbloomstein | #slowCS
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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
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You wait longer, but you’re engaged before you get there. You’re invested in the experience.
Keri Maijala (@clamhead)
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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
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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
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@mbloomstein | #slowCS
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Efficient isn’t always effective— or good.
Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating?
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© Charlotte & Kristian Septimius Krogh
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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.”
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@mbloomstein | #slowCS
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@mbloomstein | #slowCS
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@mbloomstein | #slowCS
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What does content do?
Content can slow down users, focus their attention, and help them act deliberately.
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Attention must be paid
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@mbloomstein | #slowCS
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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.”
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Validation
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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
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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
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@mbloomstein | #slowCS
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Focused attention
@mbloomstein | #slowCS
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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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