Whoa Nellie! Content Strategy for Slow Experiences

A session at SXSW Interactive 2013

Monday 11th March, 2013

3:30pm to 4:30pm (CST)

Online experiences can be fast, efficient, easy, orderly—and sometimes, that's a recipe for disaster. We click confirm too soon, confuse important details, or miss a key feature in a product description. 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.

Entropy drives discovery, but it requires careful planning in the form of content strategy. Content strategy can identify and support these outliers of user experience. We'll discuss cutting edge examples from storytelling, gaming, and the brick-and-mortar world to pinpoint new tactics in content strategy that you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty; content strategy can help you control the pace.

About the speaker

This person is speaking at this event.
Margot Bloomstein

Brand & content strategist, Appropriate Inc

Margot Bloomstein (@mbloomstein) is the author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Engagement (Morgan Kaufmann, 2012) and principal of Appropriate, Inc., a Boston-based brand and content strategy consultancy. She crafts brand-appropriate user experiences to help retailers, universities, and other organizations engage their target audiences and project key messages with consistency and clarity.

A participant in the inaugural Content Strategy Consortium, Margot speaks internationally about enriching interactive engagements with content strategy. Recent engagements include CS Forum Cape Town, Content Marketing World Health Summit, IA Konferenz Germany, CS Forum London, Confab, UPA, and Web 2.0. She also helps organize the Content Strategy New England meetup.

Next session in Ballroom EF

5pm Designing Habits: From Big Data to Small Changes by Jeffrey Holove, Michael V Copeland, Steph Habif and Trae Vassallo

Margot Bloomstein at previous events

7 attendees

  • A.J. Kandy
  • Daniel Sollero
  • Margot Bloomstein
  • Andre Passamani
  • Ryan Freebern
  • tim deSilva
  • tulio tavanielli ⚫️⚪️🔴

3 trackers

  • Alan Botvinick
  • Juliana Nascimento
  • roycifer

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Time 3:30pm4:30pm CST

Date Mon 11th March 2013


Ballroom EF, Austin Convention Center

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Featured Session

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Books by speaker

  • Content Strategy at Work

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