Margot Bloomstein - Slow Your Roll: Driving Results from Slow Content

Online experiences can be fast, efficient, easy, orderly—and sometimes, that’s all wrong! Users click confirm too soon, miss important details, or don’t find content that aids conversion. In short, efficient isn’t always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable web engagements employ “slow content strategy,” content speed bumps, and surprising content types that aid interaction. We’ll examine examples of content strategy in action that demonstrates how to identify and control the pace of user experience, adding value for both our users and the businesses that engage them.

Transcript

1. @mbloomstein | #SearchLove 1 © 2014 Margot Bloomstein @mbloomstein #SearchLove 040814 CONTENT STRATEGY FOR SLOW EXPERIENCES
2. @mbloomstein | #SearchLove 2 © 2014
3. @mbloomstein | #SearchLove 3 © 2014
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5. We never stopped.
6. We never stopped. The snappy signs didn’t convince my parents.
7. The right content isn’t necessarily more content.
8. @mbloomstein | #SearchLove 8 © 2014 © Scott A. Miller for Chevrolet
9. These people are waiting in a line.
10. @mbloomstein | #SearchLove 10 © 2014
11. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment. @mbloomstein | #SearchLove 11
12. Content affects experience… and a user’s perception of an experience. @mbloomstein | #SearchLove 12
13. @mbloomstein | #SearchLove 13 © 2014 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
14. Content supports experiences for different media, devices, and users.
15. Publisher? Maybe. Persuader? Yes. @mbloomstein | #SearchLove 15
16. @mbloomstein | #SearchLove 16 © 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 | #SearchLove 18 © 2014 © jonandallie.blogspot.com
19. @mbloomstein | #SearchLove 19 © 2014 Little content supports the experience and one size fits all.
20. Is it enough just to speed it up?
21. @mbloomstein | #SearchLove 21 © 2014
22. @mbloomstein | #SearchLove 22 © 2014 Efficient isn’t always effective.
23. @mbloomstein | #SearchLove 23 © 2014 Efficient isn’t always effective.
24. Users say frustrating activities take forever. But are time-consuming activities also inherently frustrating? @mbloomstein | #SearchLove 24
25. © Charlotte & Kristian Septimius Krogh
26. @mbloomstein | #SearchLove 26 © 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 appreciate slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and pay attention to act deliberately. @mbloomstein | #SearchLove 27
28. Why do this? • Drive exploration & discovery • Encourage deliberate choices • Focus users’ attention @mbloomstein | #SearchLove 28
29. How do you slow down users? 1. Editorial style and structures @mbloomstein | #SearchLove 29
30. @mbloomstein | #SearchLove 30 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
31. @mbloomstein | #SearchLove 31 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
32. @mbloomstein | #SearchLove 32 © 2014
33. “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.”
34. @mbloomstein | #SearchLove 34 © 2014
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37. @mbloomstein | #SearchLove 37 © 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 | #SearchLove 38 © 2014
39. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types @mbloomstein | #SearchLove 39
40. @mbloomstein | #SearchLove 40 © 2014
41. Courage in our convictions Empirical proof @mbloomstein | #SearchLove 41
42. Validation Deliberation @mbloomstein | #SearchLove 42
43. Time & space to interact with it Engaging, informative content @mbloomstein | #SearchLove 43
48. How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content @mbloomstein | #SearchLove 48
49. @mbloomstein | #SearchLove 49 © 2014
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55. @mbloomstein | #SearchLove 55 © 2014 • Slow down • Act deliberately • Focus
56. @mbloomstein | #SearchLove 56 © 2014
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58. But does it work?
59. @mbloomstein | #SearchLove 59 © 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
60. @mbloomstein | #SearchLove 60 © 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
61. @mbloomstein | #SearchLove 61 © 2014 Store growth fuels content availability
62. @mbloomstein | #SearchLove 62 © 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
63. @mbloomstein | #SearchLove 63 © 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
64. Attention must be paid © Viking
65. Attention must be paid but only if we can respect our users, brands, and content equally. © Viking
66. @mbloomstein | #SearchLove 66 © 2014 Be here now
67. @mbloomstein | #SearchLove 67 © 2014 Be here now
68. @mbloomstein | #SearchLove 68 © 2014 Be here now? Are we willing to
69. @mbloomstein | #SearchLove 69 © 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.