You’ll learn to…
- Determine if “slow content” is right for your company
- Balance your brand voice with your users’ needs
- Pull users through content to encourage learning and discovery
- Help your users make decisions more confidently
What happens when we slow our pace, enjoy the ride, or look around while waiting in line? Well, if there's content to engage us, our experiences will be richer and more memorable—and our typical frustrations from “waiting” are more likely to vanish, too.
That's the power of good content that guides us, helps us focus, and encourages us to explore: it helps us make better choices and have more positive memories of an experience.
But how do you help your users focus on what’s really important?
Margot Bloomstein knows which companies use content to control and focus users' attention. She'll tell you how those brands structure conversations to help their target audiences make decisions. With Margot as your guide, you'll start identifying the content hurdles that are preventing your users from feeling satisfied.
Determine if “slow content” is right for your company
- Hear how Disney World keeps customers engaged and learning while they wait
- Discover why Amazon proves fewer clicks aren’t always better
Balance your brand voice with your users’ needs
- Identify where users can benefit from long-form versus short-form content
- Teach users about your products without bombarding them
Pull users through content to encourage learning and discovery
- See how companies like IKEA, H&M, and Target encourage user exploration
- Take cues from physical spaces to plan the user’s path through your content
Help your users make decisions more confidently
- Focus the attention of users on key content where and when they need it most
- Use content to help users validate their decisions and improve loyalty
Margot explains what you'll learn in this 90‑second preview…
Margot Bloomstein is one of the talented folks we turn to for this evolving, important idea of content curation.
She’s the principal of Appropriate, Inc., a brand and content strategy consultancy based just down the road from UIE in Boston. For more than a decade, she's partnered with retailers, universities, and other clients. Margot helps them to create brand-appropriate experiences and engage their target audiences. She’s a master at projecting key messages with consistency and clarity through both traditional and social media.
Margot is a popular voice at conferences. She was part of the inaugural Content Strategy Consortium. Margot speaks regularly on the evolution of content strategy within interactive agencies. We caught her recently at Confab and SXSW, but you might have also seen her at Web Content, Gilbane, or Web 2.0. Margot’s looking forward to Content Strategy Forum in London this fall.
Find her on Twitter at @mbloomstein.