The Good, The Bad & The Ugly Content Strategist

@BRIANBENTZEN

HEAD OF CONSULTING @JBOYE

DENMARK & THE WORLD

+500 MEMBERS

+200 CUSTOMERS

19 HUMAN DIAMONDS

13 COUNTRIES

1 IDEA

WHAT IS

SWITZERLAND?

“In Italy, for thirty years under the Borgias, they

had warfare, terror, murder and bloodshed - they

produced Michelangelo, Leonardo Da Vinci and the

Renaissance.

In Switzerland, they had brotherly love and five

hundred years of democracy and peace, and what

did they produce? The cuckoo clock!”

ORSON WELLES (THE THIRD MAN)

SWITZERLAND + SEX = 70.200.000

DENMARK + SEX= 61.100.000

SWITZERLAND + DRUGS = 21.800.000

DENMARK + DRUGS = 24.100.000

SWITZERLAND + ROCK AND ROLL = 2.340.000

DENMARK + ROCK AND ROLL = 616.000

GOOGLE SEARCHES

CONTENT IS KING

CONTENT IS A

SERVANT, BUT

BEHAVES LIKE A KING

CONTENT IS NOT A KING – IT’S A BAD

REALITY TV SHOW SAYS

@BRIANBENTZEN AT #MCONF14

CONTENT IS BROKEN

CONTENT WITHOUT A

REASON

CONTENT EXPLOSION

WE MAKE

BAD DECISIONS

WE MAKE BAD DECISIONS

- THE LAW OF SMALL NUMBERS

- ANCHOR

CONTENT IS BROKEN

- CONTENT WITHOUT A REASON

- CONTENT EXPLOSION

- WE MAKE BAD DECISIONS

CONTENT IS BROKEN

SAYS @BRIANBENTZEN

AT #MCONF14

THE UGLY, THE BAD &

THE GOOD CONTENT

STRATEGIST

THE UGLY

CONTENT STRATEGIST

THE BAD

CONTENT STRATEGIST

THE GOOD

CONTENT STRATEGIST

BUSINESS FIRST

DEFINE DIGITAL GOALS

SUPPORT USER TASKS

MEASURE OUTPUT

MAKE RELEVANT CONTENT

YOU HAVE A CHOICE

THE

UGLY CONTENT

STRATEGIST

THE BAD CONTENT

STRATEGIST

THE GOOD CONTENT

STRATEGIST

CONTENT STRATEGY FROM BAD

REALITY TV

TO ARMY SWISS KNIFE

@BRIANBENTZEN AT #MCONF14

@BRIANBENTZEN

@JBOYE