Elin Häggberg at Sitevisiondagarna: "Dare to choose your target group"

Thanks for a super interesting lecture! How good are Swedish organisations and companies at creating engaging content?

– There are definitely some that have succeeded very well and reach out with good content to their target audience. Often it is based on the fact that there are committed people within the organisation who dare to think new and decide on a specific target group. These people can then get other employees on board so that the company has a clear track and it is easy to see who you are targeting in various forums and campaigns. There is room in the market to choose your target group, so I think more people should dare to do it.

Do you have any advice for those organisations that may not have really got started with their digital content?

– Set aside time to do a proper target audience analysis and run through what the goals and purpose are and what content to create. I sometimes hear people say "Feel free to post something on Instagram" – but what is it that should be posted? Then you create content without goals and focus on quantity instead of quality. I think you should take some time and make a clear plan that is then easy to follow. And dare to personalise! It doesn't have to be that you write about yourself like on a blog, but I think it's important to show that there are people in the company. Feel free to profile employees as experts or have a communicator as a sender instead of just being an anonymous press spokesperson.

You go through your topics very pedagogically on your blog Technifik. How do you think an organisation can think about its approach?

– I think you should think about talking person to person, not authority to citizen or company to customer. Of course, a personal blog is a bit special, but having a natural conversation and always speaking to a person is important in all channels. Take Mohammad, for example, who is 55 years old and has Swedish as a second language. He wants to know how waste management works where he lives, so how do I inform him about it in the best way? Then I think you should dare to be moderate! Fill yourself up with knowledge; most people probably don't know much about what we know a lot about.

How do you see the technology industry today – what has happened since you started blogging?

– A lot is happening; in particular, there are many different initiatives to highlight different perspectives. Growing up today is very different from when I grew up. Then there is still the question of who is considered to be interested in technology, and that runs deep. We need to change the perception that not everyone can be interested in technology to get more diversity, which in turn leads to innovation. But I think there is a change, for example, I'm sure many people think that as a female blogger in the tech industry, I've received some hate, but I've never received that. I've only been met with positivity, and I'd love to inspire more women to blog about technology. Just like with cooking, for example, I think there should be a hundred girls blogging about technology, that's what I hope for in the future.

What is your impression of the Sitevision Days?

– It seems very fun and it feels like it's an event where many people want to come, it's a really lovely and positive atmosphere.

Thank you Elin for a super interesting lecture! You can find her blog here: https://teknifik.se/ External link.