The good, the bad & the ugly By Brian Bentzen

MAKE BETTER DECISIONS

DO CONTENT THE RIGHT WAY

How many dates did you have last month?

A. 1–3 B. 3–5 C. 0

3b. On a scale of 1 to 5, how happy are you these

days (5 being the happiest)?

A. 1 B. 2 C. 3 D. 4 E. 5

1. A town has two hospitals: one large and one small. Assuming there is an equal number of boys and girls born every year in the United States, which hospital is more likely to have close to 50% girls and 50%boys born on any

given day?

A. The larger B. The smaller

C. About the same (say, within 5% of each other)

SYSTEM 1 Unconscious

Intuitive Effort-free

SYSTEM 2 Conscious

Uses deductive reasoning Is hard work!

ANCHOR

THE LAW OF

SMALL NUMBERS

CONFIRMATION BIAS

MAKE BETTER DECISIONS

CONTENT STRATEGY IN THE REAL WORLD?

USERS ORGANIZATION

CONTENT IS NOT THE END -

IT’S THE MEANS TO AN END

FROM CONTENT STRATEGY TO CONVERSION MANAGEMENT

BUSINESS GOALS

DIGITAL GOALS

DIGITAL OUTPUT

USER TASKS

CONVERSIONS

USERS

STRATEGY

TASKS

CONTENT

CONTENT

USER TASKS

DIGITAL GOALS

BUSINESS GOALS

THE UGLY

CONTENT STRATEGIST

THE BAD CONTENT

STRATEGIST

THE GOOD CONTENT

STRATEGIST

YOUR DECISIONS ARE BIASED

BUSINESS FIRST, CONTENT LAST

@BRIANBENTZEN

J. BOYE #JBOYE14