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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 affects both our experience
Content affects both our experience
Content affects both our experience
Content affects both our experience
Content affects both our experience
Content affects both our experience
Content affects both our experience
Content affects both our experience
Content affects both our experience
Content affects both our experience
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Content affects both our experience
and our perception of an experience.
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