Content strategy for Slow Experiences at SearchLove

@mbloomstein | #SearchLove 1
© 2014
Margot Bloomstein
@mbloomstein
#SearchLove 040814
CONTENT STRATEGY
FOR SLOW EXPERIENCES

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

The right content isn’t
necessarily more content.

These people are waiting
in a line.

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.

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

Content supports
experiences for
different media,
devices, and
users.

Publisher? Maybe.
Persuader? Yes.

© 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.
That was horrible
and it took forever,
no matter how fast it was.

© 2014
Little content
supports the
experience and
one size fits all.

Is it enough just to speed it up?

© 2014
Efficient isn’t always effective.

Users say frustrating activities
take forever.
But are time-consuming activities
also inherently frustrating?

© 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.

Why do this?
• Drive exploration & discovery
• Encourage deliberate choices
• Focus users’ attention

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

© 2014
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.”

© 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.”

2. Discovery- and comparison-
oriented content types

Courage in our
convictions
Empirical
proof

ValidationDeliberation

Time & space
to interact
with it
Engaging,
informative
content

2. Discovery- and comparison-
oriented content types
3. Longform content

© 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

© 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

© 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

© 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

© 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.

Content strategy for Slow Experiences at SearchLove

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Content strategy for Slow Experiences at SearchLove