HowtoComeupwithCrackingContentIdeas
StaceyMacNaughtTecmark
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Theworldisfullofproductsthatstartedwithashitidea.
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Viah<p://paradoxoff.com/files/2012/04/canned-whole-chicken.jpg
Andtheinternetisfullofcontentthatstartedthesameway…
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Andtheinternetisfullofcontentthatstartedthesameway…
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Andtheinternetisfullofcontentthatstartedthesameway…
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I’mnotsayingbadideasaretheonlyreasonthatcontentfails
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ButstarOngwithashitideamakesthejourneymuchtougher
AndnoteveryonealwaysagreesonwhatconsOtutesagoodidea
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I’vegotanidea…
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Great!Let’shearit…
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Flamingos!
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Flamingos?
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Yes,youknowthose“spotthehiddenthing”images?
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Yes…aren’ttheyabitdonetodeath?
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Maybe.ButrightnowthemediaiseaOngthemup.Here’smyresearch.
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InteresOng.Andtheflamingos?
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Ahiddenballerinainaseaofflamingos.
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Ok….IsOllworrythisisali<leunoriginal,notnecessarilyworthyoftopOerpublicaOonandpossiblytoughtopitchtotheclient.Costs?
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TwohoursdesignOmeandhalfadayinpromoOonOme
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Ok.Let’sgoforit.
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3dayslater….
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Plus30otherpiecesofglobalcoverage/links
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Drinksonyou,Stace?
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So,whydowebotherwithideaEonprocessatallifwecanjustdistributeflamingos?
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Becausemostprojectsaremorecostlythanthis.Andforeveryflamingothereare
severalfailedexperiments.
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FailureisdevastaEng.
Anditpissesclientsoff.
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We’veinvestedaheavilyintotheideaEonaspectofcontentmarkeEng
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Butit’sperhapsnotassimpleasthatlooks….
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IdeaEonischallenging
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Challenge1:TheBrief
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Challenge2:ParEcipaEon
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Challenge3:QuanEty
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“Nothingismoredangerousthananidea,whenit'stheonlyonewehave.”(ÉmileCharOer)
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Challenge4:AssessingQuality
1 WriEngaSolidBrief
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ThebriefisalltoooTenignored.
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Thebriefisn’tthatbrief!
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Itshouldcontain:1. ObjecEves
2. AudienceInfo
3. Examplesofsuccessfulpiecesyou’dliketoemulate4. KeylimitaEons(compliance,Emescale,budget)
2OvercomingParEcipaEonIssues
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Noteverybodyfeelscomfortablepu\ngtheirideasoutthereforthecriEqueofcolleagues
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HowmanyamazingideasdoyoumissbecauseyourideaEonsessionsalienatethem?
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Forquickideasgathering,weallowpeopletochooseanonymity
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Trygetspeakup.com
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h<ps://getspeakup.com/
#ttlpresents
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h<ps://getspeakup.com/
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Fortougherverbalbrainstorms,weusethe‘WorstIdeasMethod’
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“Youwantmyshi\estideas?”
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WegivepeoplepreparaEonEme.
3OvercomingQuanEtyIssues
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Confession:Ihate(most)brainstorms
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Howwehopebrainstormingwillbe
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Thereality.
h<p://blogsession.co.uk/2014/03/635-method-brainwriOng/
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635MethodofBrainwriEng
h<p://635.tecmark.co.uk/
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4AssessingQuality
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Whatmakesanidea“good?”
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Itisn’tsimplythefactthatyoulikeit.
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WeareoTennotthetargetaudienceforourcontent.
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Instead,thequalityofanideashouldbedeterminedbythelikelihoodofitachievingitsobjecEves.
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NUFTesEngtocutalonglistto10–20ideas
h<p://blogsession.co.uk/2014/04/nuf-tesOng/
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VerbalshortlisEnganddevelopmentsessionstogettoatop5using“Succes”Principles
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SimpleUnexpectedCredibleConcreteEmoEonalStories
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ForpresstargeEngcontentweuseour“isitastory?”criteria
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TimelyRelevantUnexpectedNewClosetoHomeHumanInterest
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BeforegoingintoproducEon…
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Getexternalopinions
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Askyourkeyinfluencers(journalists,bloggers)fortheiropinion
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Warning:It’stoughhavingeveryoneinyourteambelieveinanideaforittobeshotdownatthisstage.
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Butitcouldsaveyouapriceyerror
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ButwhatdidGoogleConsumerSurveysthinkoftheFlamingos?
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Whydiditwork?
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NotparEcularlyoriginal.But…
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Simple.Unexpected.Annoying.
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Lesson1:SomeEmesyoushouldskipprocessinthenameofexperimentaEon
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Lesson2:Itdoesn’tmalerifyoubelieveinanideaaslongasthekeypeopleintheprojectdoandcanbackupwhy.
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Lesson3:ThereareexcepEonstoeveryrule.SomeEmes,things“justwork”.
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Lesson3:ThereareexcepEonstoeveryrule.SomeEmes,things“justwork”.
#ttlpresents
@staceycav @staceycav [email protected]