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Content strategy for deliberate discovery at CongresCM

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Margot Bloomstein
Margot Bloomstein

Online experiences can be fast, easy, and orderly—and sometimes, that’s all wrong for both users and brands. Not all websites need to be efficient to be effective. Some of the most memorable and profitable web experiences help users slow down, engage in discovery, and learn by doing. Brands like IKEA use “slow content strategy” to encourage discovery and create a new level of brand engagement. Other companies such as outdoor specialist Patagonia and investment bank Fidelity use content types and editorial styles to help customers focus. Content strategist and author Margot Bloomstein explains how such a slow content strategy can pack a target audience for the brand and thus propel customer engagement to new heights. Presented at Congres Content Marketing & Webredactie, #congresCM on November 20, 2014 in Utrecht, the Netherlands.

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@mbloomstein | #congrescm 1 © 2014 Margot Bloomstein @mbloomstein Congres Web Redactie #congrescm November 20, 2014 CONTENT STRATEGY FOR SLOW EXPERIENCES
@mbloomstein | #congrescm 2 © 2014
@mbloomstein | #congrescm 3 © 2014
@mbloomstein | #congrescm 4 © 2014
We never stopped.
We never stopped. The puns didn’t convince my parents.
We never stopped. The puns 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?
@mbloomstein | #congrescm 11 © 2014 Fit bit/fuel image © PC Advisor
http://www.doyou10q.com
@mbloomstein | #congrescm 13 © 2014© Scott A. Miller for Chevrolet
These people are waiting in a line.
@mbloomstein | #congrescm 15 © 2014
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. @mbloomstein | #congrescm 17
@mbloomstein | #congrescm 18 © 2014 You wait longer, but you’re engaged before you get there. You’re invested in the experience. Keri Maijala (@clamhead)
@mbloomstein | #congrescm 19 © 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.
Is it enough just to speed it up?
@mbloomstein | #congrescm 22 © 2014
@mbloomstein | #congrescm 23 © 2014 Efficient isn’t always effective.
@mbloomstein | #congrescm 24 © 2014 Efficient isn’t always effective.
Users say frustrating activities take forever. But are slow activities inherently frustrating?
© Charlotte & Kristian Septimius Krogh
@mbloomstein | #congrescm 27 © 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. @mbloomstein | #congrescm 28
@mbloomstein | #congrescm 29 © 2014
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. @mbloomstein | #congrescm 31
How do you slow down users? 1. Editorial style and structures
@mbloomstein | #congrescm 33 © 2014 Users can appreciate slow experiences. they’re engaged, anticipating, creating memories.
Users can appreciate slow 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.”
@mbloomstein | #congrescm 37 © 2014 Voya, formerly ING
@mbloomstein | #congrescm 38 © 2014
@mbloomstein | #congrescm 39 © 2014
@mbloomstein | #congrescm 41 © 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.”
@mbloomstein | #congrescm 42 © 2014
How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types
@mbloomstein | #congrescm 44 © 2014
Courage in our convictions Empirical proof
ValidationDeliberation
Time & space to interact with it Engaging, informative content
How do you slow down users? 1. Editorial style and structures 2. Discovery- and comparison- oriented content types 3. Longform content
@mbloomstein | #congrescm 55 © 2014
German shepherds love longform content. Source: World Wild Webb, http://worldwildwebb.tumblr.com/post/82178414439/
@mbloomstein | #congrescm 57 © 2014
@mbloomstein | #congrescm 58 © 2014
@mbloomstein | #congrescm 59 © 2014 • Slow down • Act deliberately • Focus
@mbloomstein | #congrescm 60 © 2014
@mbloomstein | #congrescm 61 © 2014
But does it work?
@mbloomstein | #congrescm 63 © 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
@mbloomstein | #congrescm 64 © 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
@mbloomstein | #congrescm 65 © 2014 Store growth fuels content availability
@mbloomstein | #congrescm 66 © 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
@mbloomstein | #congrescm 67 © 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
Attention must be paid © Viking
Attention must be paid but only if we can respect our users, brands, and content equally. © Viking
@mbloomstein | #congrescm 70 © 2014 Be here now
@mbloomstein | #congrescm 71 © 2014 Be here now
@mbloomstein | #congrescm 72 © 2014 Be here now? Are we willing to
@mbloomstein | #congrescm 73 © 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.

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