Part 11 - AI Buddy... what questions should we answer first?
Most businesses can answer hundreds of questions. But time is limited, and resources are not infinite. How do we choose which questions to prioritize? Should we write about what we think is important, or what customers are actually wondering about? In this article, we take a closer look at how a good content strategy starts with prioritizing the questions that create the most value.
Magne & the Friend
Magne
Friend...
Now we have collected many questions.
Telephones.
Emails.
Chat.
Social media.
Google Search Console.
Customer meetings.
That's going to be a huge list.
Where do we start?
The buddy
This is exactly where many people make a mistake.
They start writing about what they find exciting.
But that's not necessarily what customers need the most help with.
Magne
So...
Shouldn't we start with what we do best?
The buddy
Yes.
But we should start with what provides the greatest value to the most people.
A good question to ask is:
If we could only publish one article this month – which one would help the most?
Magne
It reminds me of how we worked with baerum.kommune.no.
We couldn't improve everything at once.
We had to prioritize.
The buddy
Exactly.
And that mindset also applies to content.
Some questions come up every week.
Others are almost never asked.
Start with questions like:
many pose
are important to get the right
creates uncertainty
saves time for both the customer and the business
Magne
So...
An article can actually reduce the number of phones?
The buddy
Yes.
And even more importantly.
It can make the customer's everyday life easier.
Good content isn't just about being found.
It's about helping.
Magne
Then content actually becomes part of customer service.
The buddy
I would actually say more than that.
Good content is customer service.
There is customer service available 24/7.
Magne
Hehe...
I liked it.
Academic specialization
Here we introduce a simple prioritization model.
Not complicated.
Just four questions.
Before we write a new article, we ask:
How many people ask this question?
How important is it to give a correct answer?
How much time can we save the customer?
How much time can we save the business?
If the answer is "a lot" to all four, the article should be high on the priority list.
How do we prioritize which articles to write?
Question | Why is it important? |
Is the question asked often? | Then the article will help many. |
Is the answer important? | Incorrect information can have major consequences. |
Does the article save time for the customer? | The customer finds what he or she needs faster. |
Does the article save time for the business? | Fewer repeated questions to customer service. |
Does the topic require a professional explanation? | Then the article builds trust and understanding. |
Can the article be linked to other topics? | This strengthens the entire universe of knowledge. |
New terms in this article
English technical term | Short explanation |
Prioritization | Choosing which tasks or topics to solve first to create the greatest value. |
Content Plan | A plan that shows which articles or topics will be developed and published. |
Editorial Calendar | An overview of what to publish, when and why. |
Customer Value | The benefit the customer experiences from information, products or services. |
Impact | The impact an article or action has on the user or business. |
Resource Allocation | How time, expertise and finances are used to create the best possible results. |
Content Prioritization | The work of choosing which themes should be developed first. |
User Value | The value the content creates for the person who reads or uses it. |
Editorial Strategy | The principles that govern what the business should publish and why. |
Continuous Improvement | To develop and improve content over time based on experiences and insights. |
We have only just begun.
Magne
Friend...
Now we know what questions we need to answer.
But how do we build all these articles so that they are coherent?
The buddy
Hehe...
Now we come to some of the funniest things.
We will not just write individual articles.
We are going to build a universe of knowledge .
And it starts with one simple idea:
No article should stand alone.
Academic background and further reading
This series also builds on my own professional journey through the Web Design study , the eMarketing study , Innovation and Commercialization and professional seminars in San Francisco and Oxford . Here you will find the background, professional environments and experiences that have followed the development from the early years of the web to today's digitalization.
Recommended books from our library
Content Strategy for the Web (2nd Edition)
Author/authors: Kristina Halvorson and Melissa Rach
Short review
How do you create content that actually helps people – and at the same time supports your business goals? Content Strategy for the Web is considered one of the most influential books in the field of content strategy and digital communications. The book shows how good content does not arise by chance, but through a deliberate strategy where user needs, the organization's goals, structure, work processes and management are closely linked.
The authors take the reader through the entire process – from planning and organizing to publishing, managing and continuously improving content on websites and digital services. Although technology has evolved since the book was published, the principles of quality, relevance, management and long-term content work are at least as relevant in an era where search engines and artificial intelligence assess the credibility and usefulness of content.
Why we recommend the book
At The Invisible Capital, we believe that good content is one of the most important forms of invisible value creation. A website is far more than design and technology – it is the content that builds trust, creates great customer experiences and helps people find the answers they are looking for.
This book is perfect for leaders, communications consultants, content producers, web editors, UX designers, and anyone working with digital services. It shows why a clear content strategy leads to better user experiences, more effective interactions, and stronger digital results over time.
In an era where artificial intelligence is increasingly important in how information is discovered, understood, and communicated, this book is more relevant than ever. It reminds us that technology alone never creates value – it is good, structured, and relevant content that makes the difference.
Don't Make Me ThinkAuthor: Steve Krug
Short review
Don't Make Me Think is one of the world's most influential books on usability and web design. Since its first edition in 2000, the book has helped designers, developers, content producers, and managers understand a simple but powerful principle: Good digital services should be intuitive. The user should be able to complete their task without having to stop and think about how the website works.
Why we recommend the book
This is one of the books that has had the greatest impact on my own work with digital services. Over the years – from SAS and the Norwegian Opera & Ballet to working on Bærum Municipality’s website – the principles in this book have been an important reminder that technology is never an end in itself. The goal is to make everyday life easier for the people who use the services. Despite the fact that the book was published many years ago, the message is just as relevant today.
Internet Marketing & eCommerce
Authors: Ward Hanson and Kirthi Kalyanam
Short review
Internet Marketing & eCommerce provides a thorough introduction to how the internet has changed marketing, commerce, and business development. The book combines theory and practical examples in digital marketing, e-commerce, customer behavior, value creation, and digital business models. Although written at a time when the internet was still in its infancy, many of the fundamental principles are still highly relevant.
Why we recommend the book
This book was an important part of my own learning journey in digital marketing and e-commerce. It helped build my understanding of how technology, customer experiences and business strategy are interconnected – an insight that later became very important in my work with SAS, the Norwegian Opera & Ballet, Bærum Municipality and eventually the project The Invisible Capital. Many of the ideas about customer value, digitalization and innovation presented on the website have their roots in the knowledge this book conveys.
The Innovator's Dilemma: When New
Technologies Cause Great Firms to Fail
Author: Clayton M. Christensen
Short review
The Innovator's Dilemma is one of the most influential books on innovation and technological change. Clayton Christensen introduces the concept of "disruptive innovation" and shows how even the most successful businesses can fail when new technologies and business models change the market. Through a series of examples, he explains why established companies often have difficulty adapting to radical change - even when they do "everything right."
Why we recommend the book
This book has had a major impact on how I view innovation, digitalization, and change management. It provided a new perspective on why established businesses are challenged by new players, and why the ability to think differently is crucial in a world characterized by continuous technological development. Many of the reflections in The Invisible Capital on innovation, digital transformation, and value creation are based on the insights Clayton Christensen conveys in this classic.
Mastering AI: A Survival Guide to Our Superpowered Future
Authors: Jeremy Kahn
Short review
Mastering AI takes the reader behind the scenes of the companies and researchers shaping the modern AI revolution. Jeremy Kahn explains how artificial intelligence is developed, the technological breakthroughs that have made today's language models possible, and how AI is impacting business, politics, and society.
Why we recommend the book
A highly relevant book that combines technology, business, and societal development. Perfect for leaders, decision-makers, and anyone who wants to understand where artificial intelligence is headed.
AI Needs You
Author: Verity Harding
Short review
AI Needs You is about why artificial intelligence is not just a technological issue, but also a question of democracy, ethics and social development. Verity Harding argues that the AI of the future must be developed in collaboration with people, governments and business.
Why we recommend the book
An important book for anyone who wants to understand how artificial intelligence affects society and why responsible development will be crucial in the years to come.
The Worlds I See
Author: Fei-Fei Li
Short review
The Worlds I See is the personal story of Fei-Fei Li, one of the world's most influential AI researchers. The book combines autobiography with the history of the development of modern artificial intelligence, showing how research, technology, and human values are closely intertwined.
Why we recommend the book
An inspiring book that provides a unique insight into the development of artificial intelligence through the eyes of one of the field's most central researchers.
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