Content strategy for deliberate discovery at CongresCM
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@mbloomstein | #congrescm 1 © 2014 Margot Bloomstein @mbloomstein Congres Web Redactie #congrescm November 20, 2014 CONTENT STRATEGY FOR SLOW EXPERIENCES
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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.
Transcript of Content strategy for deliberate discovery at CongresCM
@mbloomstein | #congrescm 1
© 2014
Margot Bloomstein
@mbloomstein
Congres Web Redactie
#congrescm
November 20, 2014
CONTENT STRATEGY
FOR SLOW EXPERIENCES
@mbloomstein | #congrescm 2
© 2014
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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?
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© 2014
Fit bit/fuel image
© PC Advisor
http://www.doyou10q.com
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© 2014
© Scott A. Miller for Chevrolet
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.
Content affects experience…
and a user’s perception of an
experience.
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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)
Frustration, not speed, drives
the perception of slowness.
Is it enough just to speed it up?
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Efficient isn’t always effective.
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Efficient isn’t always effective.
Users say frustrating activities
take forever.
But are slow activities
inherently frustrating?
© Charlotte & Kristian Septimius Krogh
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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)
Users can appreciate slow
experiences:
they’re engaged,
anticipating,
creating memories.
They discover, learn, and pay
attention to act deliberately.
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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.
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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.
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.”
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© 2014
Voya, formerly ING
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“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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How do you slow down users?
1. Editorial style and structures
2. Discovery- and comparison-
oriented content types
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Courage in our convictions
Empirical proof
Validation Deliberation
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
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German shepherds love
longform content.
Source: World Wild Webb, http://worldwildwebb.tumblr.com/post/82178414439/
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• Slow down
• Act deliberately
• Focus
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But does it work?
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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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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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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
Attention must be paid
© Viking
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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Be here now
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Be here now?
Are we willing to
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© 2014
Thank you.
Margot Bloomstein
@mbloomstein
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.
