How to Produce Better Content Ideas

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    23-Aug-2014
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People often ask me 'how do you come up with ideas?' It's a tough question. Ideas just come to you, right? I disagree. Learn from our successes and failures at producing online content for our clients. Use these lessons to give your content the best chance of success.

Transcript of How to Produce Better Content Ideas

  • how to produce better content ideas by mark johnstone
  • how do you come up with ideas?
  • they just come to you, right?
  • not quite
  • there is a certain mystery to the light bulb moment
  • but to say ideas just come to you is to overlook everything you do beforehand that allows you to reach that point
  • the 4 things you need to know about ideas 10 steps to producing better ideas this presentation is in 2 parts
  • but first, a little background
  • 3 years ago, I was an SEO Consultant at Distilled https://www.distilled.net/about/people/mark-johnstone/
  • then I started the Creative team at Distilled
  • weve since grown the team to 10 people (only 9 in shot)
  • we make digital content to earn attention for our clients online
  • for example
  • 755 likes 67 LRDs http://www.rasmussen.edu/resources/what-career-should-i-choose/
  • 755 likes 67 LRDs LRDs = Linking Root Domains, i.e. the number of other websites that linked to this piece of content http://www.rasmussen.edu/resources/what-career-should-i-choose/
  • 755 likes 67 LRDs we track more meaningful metrics than just likes and linking root domains, but for the purpose of this presentation, I will take these 2 metrics to indicate whether or not the piece of content was compelling http://www.rasmussen.edu/resources/what-career-should-i-choose/
  • 25,000 likes 201 LRDs http://www.concerthotels.com/ipod-visualized-as-vinyl
  • 1,700 likes 220 LRDs http://www.simplybusiness.co.uk/microsites/hungry-tech/
  • 2,100 likes 313 LRDs http://www.simplybusiness.co.uk/microsites/google-analytics-guide/
  • 7,400 likes 359 LRDs https://www.worldpayzinc.com/tech-wealth
  • 88,000 likes 566 LRDs http://www.concerthotels.com/100-years-of-rock/
  • 143,000 likes 599 LRDs (not provided) under NDA(non-disclosure agreement)
  • 148,000 likes 775 LRDs http://www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
  • and weve earned coverage in all of the following publications
  • but it hasnt all been plain sailing
  • 37 likes http://www.thomson.co.uk/blog/infographic/superbowl/index.html#2011
  • 37 likes thats me plus only 36 other people!!! http://www.thomson.co.uk/blog/infographic/superbowl/index.html#2011
  • 37 likes trial and error is a great way to learn but it also sucks http://www.thomson.co.uk/blog/infographic/superbowl/index.html#2011
  • 37 likes weve learned a lot along the way, and this presentation aims to help give your content the best chance of success http://www.thomson.co.uk/blog/infographic/superbowl/index.html#2011
  • the 4 things you need to know about ideas
  • an idea is a novel combination of previously unconnected elements in a way that adds value
  • what they are and how to find them what they look like and how to make them the elements: the connections: which means the 4 things you need to know are
  • the elements: what they are
  • an example from the world of advertising
  • http://www.bwm.com.au/category/work/bigpond/
  • Daaad, whyd they build the Great Wall of China? it was to, erm, to keep the rabbits out... too many rabbits in China (teacher off screen) now, Daniels going to give his talk on China http://www.bwm.com.au/category/work/bigpond/
  • http://www.bwm.com.au/category/work/bigpond/
  • the ad agency identified a barrier to their objective at the time, a lot of people didnt see why they needed broadband http://www.bwm.com.au/category/work/bigpond/
  • if your audience doesnt care about what you have to say, you need to find something they do care about
  • customer insight product truth competitor insight http://www.bwm.com.au/category/work/bigpond/
  • customer insight product truth competitor insight parents want the best for their children and worry about them being left behind at school http://www.bwm.com.au/category/work/bigpond/
  • customer insight product truth competitor insight broadband gives you faster access to a wealth of information http://www.bwm.com.au/category/work/bigpond/
  • customer insight product truth competitor insight competitor messaging at the time was focused on coverage and price http://www.bwm.com.au/category/work/bigpond/
  • customer insight product truth competitor insight resonant relevant different http://www.bwm.com.au/category/work/bigpond/
  • heres an example from our own work
  • the client provides insurance for small business owners
  • but nobody wants to talk about insurance
  • customer insight competitor insight product truth a lot of small business owners still wanted to know what they should be doing with social media
  • customer insight competitor insight product truth the (content) competitors had guides which were too long, so unlikely to be read, and often left too many decisions up to the reader
  • customer insight competitor insight product truth insurance supports the interests of small business owners
  • we produced a series of visually concise guides for small business owners, which has been a very successful campaign http://www.simplybusiness.co.uk/microsites/guide-to-social-media-success/
  • the elements: how to find them
  • the advertising industry uses focus groups to mine for insight in one focus group, a woman spoke of eating ice cream in intimate settings with her partner. the rest of the group gave a knowing giggle. that was the insight that launched an entire brand.
  • use the internet as your focus group
  • love [your brand] hate [your brand] love [your competitor] hate [your competitor] love [category] hate [category]
  • love [your brand] hate [your brand] love [your competitor] hate [your competitor] love [category] hate [category] this is just one example. there are loads of ways you can use search and social media to find out how people feel. think creatively about it.
  • one important thing to note
  • its not about the product
  • its not about the product Red Bull does not make content about caffeinated drinks. the content is about energy, adrenaline and pushing life to the limits.
  • Its not about the product you need to think laterally about your brand