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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
