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 AND CONTENT

• FOCUS ON USER TASKS AND ACTIONS

• DISCUSS HOW TO MANAGE DAY TO DAY CHANGE

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

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

GOALSBUSINESS

GOALS

WHAT ARE TOP TASKS?

TYPES OF TASKS

CAN 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 CREATE A USER JOURNEY

• DISCUSS WHO IN THE BUSINESS YOU NEED TO INVOLVE TO SUCCED WITH YOUR JOURNEY

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?

??J. BOYE

@AGHULTBERG#JBOYE14