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...
1. A town has two hospitals: one large and one
small. Assuming there is an equal number of
boys and girls born every year ...
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
The good, the bad & the ugly By Brian Bentzen
The good, the bad & the ugly By Brian Bentzen
The good, the bad & the ugly By Brian Bentzen
The good, the bad & the ugly By Brian Bentzen
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The good, the bad & the ugly By Brian Bentzen

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The good, the bad & the ugly By Brian Bentzen

  1. 1. MAKE BETTER DECISIONS
  2. 2. DO CONTENT THE RIGHT WAY
  3. 3. 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
  4. 4. 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)
  5. 5. SYSTEM 1 Unconscious Intuitive Effort-free
  6. 6. SYSTEM 2 Conscious Uses deductive reasoning Is hard work!
  7. 7. ANCHOR
  8. 8. THE LAW OF SMALL NUMBERS
  9. 9. CONFIRMATION BIAS
  10. 10. MAKE BETTER DECISIONS
  11. 11. CONTENT STRATEGY IN THE REAL WORLD?
  12. 12. USERS ORGANIZATION
  13. 13. CONTENT IS NOT THE END - IT’S THE MEANS TO AN END
  14. 14. FROM CONTENT STRATEGY TO CONVERSION MANAGEMENT
  15. 15. BUSINESS GOALS DIGITAL GOALS DIGITAL OUTPUT USER TASKS CONVERSIONS
  16. 16. USERS STRATEGY TASKS CONTENT
  17. 17. CONTENT USER TASKS DIGITAL GOALS BUSINESS GOALS
  18. 18. THE UGLY CONTENT STRATEGIST
  19. 19. THE BAD CONTENT STRATEGIST
  20. 20. THE GOOD CONTENT STRATEGIST
  21. 21. YOUR DECISIONS ARE BIASED BUSINESS FIRST, CONTENT LAST
  22. 22. @BRIANBENTZEN J. BOYE #JBOYE14

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