WORKING SMART WITH YOUR
CONTENT
Gerd Hultberg
WHAT WE’LL WORK WITH
• WHAT IS CONTENT STRATEGY
• KNOWING AND OWNING YOUR CONTENT
• CREATING CONNECTION BETWEEN
BUSINESS A...
AGENDA
• PRESENTATION: WORKING SMART WITH
YOUR CONTENT
• WORKSHOP: TOP TASKS AND USER
JOURNEYS
• DISCUSSION AND WRAP UP: W...
USERS ORGANIZATIONORGANIZATION
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
WHAT ARE TOP TASKS?
TYPES OF TASKS
WANT
TO
HAVE
TO
User journey the basics
YOUR TURN
• SELECT A WEBSITE TO WORK WITH
• WHAT ARE THE USER TASKS?
• WHAT ARE THE TOP FIVE TASKS?
• SELECT ONE AND CREAT...
FINAL DISCUSSION
• HOW CAN WORKING WITH TASKS AND
USER JOURNEYS SUPPORT THE
CONNECTION BETWEEN BUSINESS AND
CONTENT?
• HOW...
??
J. BOYE
@AGHULTBERG
#JBOYE14
Do you really live your content strategy? By Gerd Hultberg
Do you really live your content strategy? By Gerd Hultberg
Do you really live your content strategy? By Gerd Hultberg
Do you really live your content strategy? By Gerd Hultberg
Do you really live your content strategy? By Gerd Hultberg
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Do you really live your content strategy? By Gerd Hultberg

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Do you really live your content strategy? By Gerd Hultberg

  1. 1. WORKING SMART WITH YOUR CONTENT Gerd Hultberg
  2. 2. WHAT WE’LL WORK WITH • WHAT IS CONTENT STRATEGY • KNOWING AND OWNING YOUR CONTENT • CREATING CONNECTION BETWEEN BUSINESS AND CONTENT • FOCUS ON USER TASKS AND ACTIONS • DISCUSS HOW TO MANAGE DAY TO DAY CHANGE
  3. 3. AGENDA • PRESENTATION: WORKING SMART WITH YOUR CONTENT • WORKSHOP: TOP TASKS AND USER JOURNEYS • DISCUSSION AND WRAP UP: WHAT DOES IT TAKE TO REALLY LIVE YOUR CONTENT STRATEGY
  4. 4. USERS ORGANIZATIONORGANIZATION
  5. 5. CONTENT IS NOT THE END - IT’S THE MEANS TO AN END
  6. 6. FROM CONTENT STRATEGY TO CONVERSION MANAGEMENT
  7. 7. BUSINESS GOALS DIGITAL GOALS DIGITAL OUTPUT USER TASKS CONVERSIONS
  8. 8. USERS STRATEGY TASKS CONTENT
  9. 9. CONTENT USER TASKS DIGITAL GOALS BUSINESS GOALS
  10. 10. WHAT ARE TOP TASKS?
  11. 11. TYPES OF TASKS WANT TO HAVE TO
  12. 12. User journey the basics
  13. 13. YOUR TURN • SELECT A WEBSITE TO WORK WITH • WHAT ARE THE USER TASKS? • WHAT ARE THE TOP FIVE TASKS? • SELECT ONE AND CREATE A USER JOURNEY • DISCUSS WHO IN THE BUSINESS YOU NEED TO INVOLVE TO SUCCED WITH YOUR JOURNEY
  14. 14. FINAL DISCUSSION • HOW CAN WORKING WITH TASKS AND USER JOURNEYS SUPPORT THE CONNECTION BETWEEN BUSINESS AND CONTENT? • HOW DO WE COPE WITH DAY TO DAY CHANGE? • HOW DO WE WIN OVER THE ORGANIZATION?
  15. 15. ?? J. BOYE @AGHULTBERG #JBOYE14
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