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