content strategy for slow experiences at levelupcon

@mbloomstein | #levelupcon 1

© 2014

Margot Bloomstein

@mbloomstein

Level Up #levelupcon

100914

CONTENT STRATEGY

FOR SLOW EXPERIENCES

We never stopped.

We never stopped.

The snappy signs didn’t

convince my parents.

We never stopped.

The snappy signs didn’t

convince my parents.

It wasn’t the right content

at the right time.

The right content isn’t

necessarily more content.

The right content is

right for right now:

the context,

audience, and

their mindset.

Do you quantify personal data?


© 2014

Fit bit/fuel image

© PC Advisor

http://www.doyou10q.com

These people are waiting

in a line.

These people are delighting

in a line:

they’re engaged,

anticipating,

discovering,

creating memories.

They’re in the moment.

Content affects experience…

and a user’s perception of an

experience.



© 2014

You wait longer, but you’re engaged

before you get there. You’re invested in

the experience.

Keri Maijala (@clamhead)


© 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)

Frustration, not speed, drives

the perception of slowness.

That was horrible

and it took forever,

no matter how fast it was.

Is it enough just to speed it up?


© 2014

Efficient isn’t always effective.

Users say frustrating activities

take forever.

But are slow activities

inherently frustrating?


© 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)

Users can appreciate slow

experiences:

they’re engaged,

anticipating,

creating memories.

They discover, learn, and pay

attention to act deliberately.


Why do this?

•Drive exploration & discovery

•Encourage deliberate choices

• Focus users’ attention

…all through content strategy

Content strategy is planning

for the creation, delivery, and

governance of useful, usable,

brand-appropriate content.


How do you slow down users?

1. Editorial style and structures


© 2014


experiences.

they’re engaged,

anticipating,

creating memories.


experiences.

they’re engaged,

anticipating,

creating memories.

“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.”


© 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.”



2. Discovery- and comparison-

oriented content types

Courage in our convictions

Empirical proof

Validation Deliberation

Time & space to interact

with it

Engaging, informative

content



2. Discovery- and comparison-

oriented content types

3. Longform content

German shepherds love

longform content.

Source: World Wild Webb, http://worldwildwebb.tumblr.com/post/82178414439/

But does it work?


© 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


© 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


© 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


© 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


© 2014

Thank you.

Margot Bloomstein

@mbloomstein

[email protected]

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.

mailto:[email protected]

http://slideshare.net/mbloomstein






content strategy for slow experiences at levelupcon

Marketing