Content strategy can help our users focus, act with conviction, and learn. For some brands, users, and contexts, slow content strategy is key. Presented at Level Up Conference in Saratoga, NY, #levelupcon on October 9, 2014.

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© 2014
Margot Bloomstein
@mbloomstein
Level Up #levelupcon
100914
CONTENT STRATEGY
FOR SLOW EXPERIENCES

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© 2014

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© 2014

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© 2014

5. We never stopped.

6. We never stopped.
The snappy signs didn’t
convince my parents.

7. We never stopped.
The snappy signs didn’t
convince my parents.
It wasn’t the right content
at the right time.

8. The right content isn’t
necessarily more content.

9. The right content is
right for right now:
the context,
audience, and
their mindset.

10. Do you quantify personal data?

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© 2014
Fit bit/fuel image
© PC Advisor

12. http://www.doyou10q.com

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© 2014© Scott A. Miller for Chevrolet

14. These people are waiting
in a line.

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© 2014

16. These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the moment.

17. Content affects experience…
and a user’s perception of an
experience.
@mbloomstein | #levelupcon 17

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© 2014
You wait longer, but you’re engaged
before you get there. You’re invested in
the experience.
Keri Maijala (@clamhead)

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© 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)

20. Frustration, not speed, drives
the perception of slowness.
That was horrible
and it took forever,
no matter how fast it was.

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© 2014© jonandallie.blogspot.com

22. Is it enough just to speed it up?

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© 2014

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© 2014
Efficient isn’t always effective.

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Efficient isn’t always effective.

26. Users say frustrating activities
take forever.
But are slow activities
inherently frustrating?

27. © Charlotte & Kristian Septimius Krogh

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© 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)

29. Users can appreciate slow
experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay
attention to act deliberately.
@mbloomstein | #levelupcon 29

30. Why do this?
• Drive exploration & discovery
• Encourage deliberate choices
• Focus users’ attention
…all through content strategy

31. Content strategy is planning
for the creation, delivery, and
governance of useful, usable,
brand-appropriate content.
@mbloomstein | #levelupcon 31

32. How do you slow down users?
1. Editorial style and structures

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© 2014
Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memories.

34. Users can appreciate slow
experiences.
they’re engaged,
anticipating,
creating memories.

36. “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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© 2014

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© 2014

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© 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.”

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© 2014

42. How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types

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© 2014

44. Courage in our
convictions
Empirical
proof

45. ValidationDeliberation

46. Time & space
to interact
with it
Engaging,
informative
content

49. How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
3. Longform content

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© 2014

54. German shepherds love
longform content.
Source: World Wild Webb, http://worldwildwebb.tumblr.com/post/82178414439/

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© 2014

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© 2014

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© 2014
• Slow down
• Act deliberately
• Focus

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© 2014

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© 2014

60. But does it work?

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© 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

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© 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

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© 2014
Store growth fuels content availability

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© 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

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© 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

66. Attention must be paid
© Viking

67. Attention must be paid
but only if we can
respect our users,
brands, and content
equally.
© Viking

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© 2014
Be here now

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© 2014
Be here now

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© 2014
Be here now?
Are we willing to

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© 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.