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MAKE BETTER DECISIONS
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DO CONTENT THE RIGHT WAY
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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
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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)
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SYSTEM 1 Unconscious
Intuitive Effort-free
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SYSTEM 2 Conscious
Uses deductive reasoning Is hard work!
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ANCHOR
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THE LAW OF
SMALL NUMBERS
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CONFIRMATION BIAS
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MAKE BETTER DECISIONS
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CONTENT STRATEGY IN THE REAL WORLD?
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USERS ORGANIZATION
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CONTENT IS NOT THE END -
IT’S THE MEANS TO AN END
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FROM CONTENT STRATEGY TO CONVERSION MANAGEMENT
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BUSINESS GOALS
DIGITAL GOALS
DIGITAL OUTPUT
USER TASKS
CONVERSIONS
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USERS
STRATEGY
TASKS
CONTENT
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CONTENT
USER TASKS
DIGITAL GOALS
BUSINESS GOALS
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THE UGLY
CONTENT STRATEGIST
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THE BAD CONTENT
STRATEGIST
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THE GOOD CONTENT
STRATEGIST
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YOUR DECISIONS ARE BIASED
BUSINESS FIRST, CONTENT LAST
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@BRIANBENTZEN
J. BOYE #JBOYE14