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© 2018
1 | #generateconf | @mbloomstein
Margot Bloomstein
@mbloomstein
#generateconf
April 27, 2018
CONTENT STRATEGY
FOR S...
© 2018
2 | #generateconf | @mbloomstein
© 2018
3 | #generateconf | @mbloomstein
© 2018
4 | #generateconf | @mbloomstein
We never stopped.
We never stopped.
The puns weren’t effective.
We never stopped.
The puns weren’t effective.
They weren’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
mindset.
The right content chooses an angle:
entertainment,
education, or
empowerment.
© 2018
11 | #generateconf | @mbloomstein
© Scott A. Miller for Chevrolet
Test Track, Epcot
These people are waiting
in a line.
© 2018
13 | #generateconf | @mbloomstein
These people are delighting
in a line:
they’re engaged,
anticipating,
discovering,
creating memories.
They’re in the momen...
Content affects both our experience
and our perception of an experience.
15 | #generateconf | @mbloomstein
16 | #generateconf | @mbloomstein
17 | #generateconf | @mbloomstein
Is it enough just to speed up?
Do people make better decisions
if they’re snap decisions?
© 2018
20 | #generateconf | @mbloomstein
© 2018
21 | #generateconf | @mbloomstein
Efficient isn’t always effective.
© 2018
22 | #generateconf | @mbloomstein
Efficient isn’t always effective.
Users say frustrating activities take
forever.
But are slow activities inherently
frustrating?
© Charlotte & Kristian Septimius Krogh
Users can value slow experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and focus.
25 | ...
© 2018
26 | #generateconf | @mbloomstein
Why do this?
• Encourage exploration & discovery
• Drive more deliberate choices
• Help users focus
Content strategy is planning for the
creation, delivery, and governance of
useful, usable, brand-appropriate
content.
28 |...
How do you slow down users?
1. Editorial style and structures
© 2018
30 | #generateconf | @mbloomstein
“Choosing a lens can be a daunting task
for all of the reasons mentioned above,
so I pulled together some info from my
own...
© 2018
34 | #generateconf | @mbloomstein
© 2018
35 | #generateconf | @mbloomstein
© 2018
37 | #generateconf | @mbloomstein
“Springtime shaded belays at the creek,
predawn starts in the Canadian Rockies
an...
© 2018
38 | #generateconf | @mbloomstein
How do you slow down users?
1. Editorial style and structures
2. Discovery-oriented content types
© 2018
40 | #generateconf | @mbloomstein
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-oriented content types
3. Longform content—visu...
51 | #generateconf | @mbloomstein
This isn’t mere content marketing.
It’s education that drives empowerment,
and empowerment that fosters trust.
52 | #gener...
54 | #generateconf | @mbloomstein
Slow experiences take the time to
empower users.
55 | #generateconf | @mbloomstein
© 2018
56 | #generateconf | @mbloomstein
• Slow down
• Act deliberately
• Focus
© 2018
57 | #generateconf | @mbloomstein
© 2018
58 | #generateconf | @mbloomstein
But does it work?
© 2018
60 | #generateconf | @mbloomstein
The outdoor recreation economy
grew 5% annually 2005 through 2011—
during an econ...
© 2018
61 | #generateconf | @mbloomstein
2005 2006 2007 2008 2009 2010 2011
REI
industry average
Source: REI Financial Inf...
© 2018
62 | #generateconf | @mbloomstein
Store growth fuels content availability
63 | #generateconf | @mbloomstein
64 | #generateconf | @mbloomstein
Attention must be paid
© Viking
Attention must be paid
Can we offer our users
attention, respect, and
time?
© Viking
© 2018
67 | #generateconf | @mbloomstein
Be here now
© 2018
68 | #generateconf | @mbloomstein
Be here now
© 2018
69 | #generateconf | @mbloomstein
Be here now?
Are we willing to
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
TRUSTWORTHY coming soon!
Images of Sou...
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
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Content Strategy for Slow Experiences at Generate NYC 2018

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Online experiences can be fast, efficient, easy, orderly—and sometimes, that's all wrong! Users click to confirm too soon, confuse important details, or miss key features in product descriptions. 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.

By designing for pace, we can intentionally help users focus on details and gain confidence in their choices. We can also encourage their sense of discovery and help them build stronger memories. Not all experiences need to be slower, but content strategy can help identify and support these outliers of user experience. Look to REI, Target, Fidelity, Patagonia, Disney, and others for lessons you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty, all by design.

Presented by Margot Bloomstein at Generate 2018, #generateconf, on April 27, 2018, in New York City.

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Content Strategy for Slow Experiences at Generate NYC 2018

  1. © 2018 1 | #generateconf | @mbloomstein Margot Bloomstein @mbloomstein #generateconf April 27, 2018 CONTENT STRATEGY FOR SLOW EXPERIENCES
  2. © 2018 2 | #generateconf | @mbloomstein
  3. © 2018 3 | #generateconf | @mbloomstein
  4. © 2018 4 | #generateconf | @mbloomstein
  5. We never stopped.
  6. We never stopped. The puns weren’t effective.
  7. We never stopped. The puns weren’t effective. They weren’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 mindset.
  10. The right content chooses an angle: entertainment, education, or empowerment.
  11. © 2018 11 | #generateconf | @mbloomstein © Scott A. Miller for Chevrolet Test Track, Epcot
  12. These people are waiting in a line.
  13. © 2018 13 | #generateconf | @mbloomstein
  14. These people are delighting in a line: they’re engaged, anticipating, discovering, creating memories. They’re in the moment.
  15. Content affects both our experience and our perception of an experience. 15 | #generateconf | @mbloomstein
  16. 16 | #generateconf | @mbloomstein
  17. 17 | #generateconf | @mbloomstein
  18. Is it enough just to speed up?
  19. Do people make better decisions if they’re snap decisions?
  20. © 2018 20 | #generateconf | @mbloomstein
  21. © 2018 21 | #generateconf | @mbloomstein Efficient isn’t always effective.
  22. © 2018 22 | #generateconf | @mbloomstein Efficient isn’t always effective.
  23. Users say frustrating activities take forever. But are slow activities inherently frustrating?
  24. © Charlotte & Kristian Septimius Krogh
  25. Users can value slow experiences: they’re engaged, anticipating, creating memories. They discover, learn, and focus. 25 | #generateconf | @mbloomstein
  26. © 2018 26 | #generateconf | @mbloomstein
  27. Why do this? • Encourage exploration & discovery • Drive more deliberate choices • Help users focus
  28. Content strategy is planning for the creation, delivery, and governance of useful, usable, brand-appropriate content. 28 | #generateconf | @mbloomstein
  29. How do you slow down users? 1. Editorial style and structures
  30. © 2018 30 | #generateconf | @mbloomstein
  31. “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.”
  32. © 2018 34 | #generateconf | @mbloomstein
  33. © 2018 35 | #generateconf | @mbloomstein
  34. © 2018 37 | #generateconf | @mbloomstein “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.”
  35. © 2018 38 | #generateconf | @mbloomstein
  36. How do you slow down users? 1. Editorial style and structures 2. Discovery-oriented content types
  37. © 2018 40 | #generateconf | @mbloomstein
  38. Courage in our convictions Empirical proof
  39. ValidationDeliberation
  40. Time & space to interact with it Engaging, informative content
  41. How do you slow down users? 1. Editorial style and structures 2. Discovery-oriented content types 3. Longform content—visual & verbal
  42. 51 | #generateconf | @mbloomstein
  43. This isn’t mere content marketing. It’s education that drives empowerment, and empowerment that fosters trust. 52 | #generateconf | @mbloomstein
  44. 54 | #generateconf | @mbloomstein
  45. Slow experiences take the time to empower users. 55 | #generateconf | @mbloomstein
  46. © 2018 56 | #generateconf | @mbloomstein • Slow down • Act deliberately • Focus
  47. © 2018 57 | #generateconf | @mbloomstein
  48. © 2018 58 | #generateconf | @mbloomstein
  49. But does it work?
  50. © 2018 60 | #generateconf | @mbloomstein 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
  51. © 2018 61 | #generateconf | @mbloomstein 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
  52. © 2018 62 | #generateconf | @mbloomstein Store growth fuels content availability
  53. 63 | #generateconf | @mbloomstein
  54. 64 | #generateconf | @mbloomstein
  55. Attention must be paid © Viking
  56. Attention must be paid Can we offer our users attention, respect, and time? © Viking
  57. © 2018 67 | #generateconf | @mbloomstein Be here now
  58. © 2018 68 | #generateconf | @mbloomstein Be here now
  59. © 2018 69 | #generateconf | @mbloomstein Be here now? Are we willing to
  60. Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein TRUSTWORTHY coming soon! Images of South of the Border © Edisto Images. All other images property of their owners or © Margot Bloomstein as noted. © 2018 Appropriate, Inc. Thank you!

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