whoa nellie content strategy for slow experiences confabuk
DESCRIPTION
Online experiences can be fast, efficient, easy, orderly—and sometimes, that's a recipe for disaster. We click confirm too soon, confuse important details, or miss a key feature in a product description. Efficient isn't always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy... and that’s just right. Entropy drives discovery, but it requires careful planning in the form of content strategy. Content strategy can identify and support these outliers of user experience. Let’s look at REI, Target, Patagonia, Disney, and others for content strategy that you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty; content strategy can help you control the pace. Presented at Confab UK 2013, London; #ConfabUK March 25, 2013.TRANSCRIPT
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© 2013 © 2012
Margot Bloomstein @mbloomstein #ConfabUK Confab London 2013
WHOA NELLIE: CONTENT STRATEGY FOR SLOW EXPERIENCES
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These people are waiting in a line.
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These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment.
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These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories thanks to content.
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Content changes an experience and the user’s perception of it.
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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.
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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)
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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
Users can appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately.
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How? Editorial style and structures, content types, and design that creates space.
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Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
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Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
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“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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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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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? (Three big things) Slow experiences drive exploration and discovery, deliberate choices, and attention.
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Exploration and discovery
Exploration and discovery
Exploration and discovery
Exploration and discovery
Deliberate choices
Deliberate choices
Focused attention
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Focused attention
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BE HERE NOW
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Thank you
Margot Bloomstein
@mbloomstein
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amzn.to/CSatWork All images property of their respective owners or © Margot Bloomstein as noted.
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© 2013
Thank you, Giselle Abramovich, Joe Baz, Bill Boland, Laura Creekmore, Matt Grocki, Sarah Krznarich, Kristina Halvorson, Michael Lohmiller, Jared Spool, and Anne Weiskopf.
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© 2013
Thank you
Margot Bloomstein
@mbloomstein
slideshare.net/mbloomstein
amzn.to/CSatWork All images property of their respective owners or © Margot Bloomstein as noted.