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How to come up with content ideas for your digital campaigns

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Presented at Reaktor Breakpoint 2015 by Paddy Moogan. Describing how to come up with content ideas and promote them as part of your content marketing campaign.

Publicado en: Marketing

How to come up with content ideas for your digital campaigns

  1. 1. How to come up with content ideas for your digital campaigns Paddy Moogan
  2. 2. How to come up with content ideas for digital campaigns
  3. 3. But we also want it to be successful, right?
  4. 4. What do we mean by successful?
  5. 5. Content can help with lots of things Link
  6. 6. Today, I’m focusing on content that drives awareness
  7. 7. The goals of this type of content…
  8. 8. Traffic
  9. 9. Links
  10. 10. Social shares
  11. 11. Most successful content comes down to three things
  12. 12. The story
  13. 13. The data
  14. 14. The production
  15. 15. I lied
  16. 16. There is one more
  17. 17. An existing audience also helps
  18. 18. When you don’t have an audience…
  19. 19. Let’s be honest
  20. 20. Content marketing isn’t easy
  21. 21. It looks so easy
  22. 22. Brainstorm
  23. 23. Choose an idea
  24. 24. Brief a designer
  25. 25. Publish it
  26. 26. Promote it
  27. 27. Job done
  28. 28. It’s not that straightforward
  29. 29. “Let’s throw a guy out of a spaceship.”
  30. 30. Brainstorming and idea generation isn’t as easy for most of us
  31. 31. It needs guidelines and restraints
  32. 32. No, not all ideas are good ideas
  33. 33. Doing it consistently is the hardest part
  34. 34. My approach to these issues
  35. 35. I’m not a creative
  36. 36. I had creative influencers
  37. 37. At heart, I’m at SEO
  38. 38. I like processes
  39. 39. So we worked on one
  40. 40. It currently has over 50 steps
  41. 41. Today, I’m going to focus mainly on idea generation
  42. 42. Step 1 – Research & idea generation
  43. 43. “An idea is nothing more or less than a new combination of old elements” James Webb Young, 1940
  44. 44. Find stories & topics
  45. 45. Look at content competitors
  46. 46. Start here Link
  47. 47. This post gives you the basics Link
  48. 48. Scan the results
  49. 49. Look for the trends
  50. 50. Look for the trends
  51. 51. It may be due (partly at least) to Nomadic Matt having a large existing audience
  52. 52. Run several competitors together
  53. 53. You can run keywords too
  54. 54. Look at informational keywords Link
  55. 55. Link
  56. 56. Link
  57. 57. Look at what is generating links
  58. 58. Export a CSV from Buzzsumo
  59. 59. Get link metrics Link
  60. 60. Some pivot table magic…
  61. 61. Some pivot table magic…
  62. 62. Do a deeper dive
  63. 63. Are long-form content ideas good?
  64. 64. What content types work well?
  65. 65. Paste titles into a word cloud Link
  66. 66. Link
  67. 67. https://www.brandtale.com/
  68. 68. https://www.brandtale.com/
  69. 69. https://www.brandtale.com/
  70. 70. https://www.brandtale.com/
  71. 71. Find data
  72. 72. Simple searches work best
  73. 73. Find data sources
  74. 74. Find data sources
  75. 75. Find data sources http://www.statista.com/search/?q=travel%20destinations
  76. 76. Can you get your own data?
  77. 77. Try a little bit - $10 for 100 answers
  78. 78. This could be a restraint ($$$)
  79. 79. Find visuals
  80. 80. Don’t overthink this
  81. 81. Don’t overthink this
  82. 82. Don’t overthink this
  83. 83. Can I do it just a little bit better?
  84. 84. Don’t overthink this
  85. 85. Has it been linked to?
  86. 86. Don’t overthink this Link  
  87. 87. Take all of your research and feed it into a brainstorming brief
  88. 88. www.aira.net/reaktor
  89. 89. Remote brainstorming Link
  90. 90. Step 2 - Idea validation
  91. 91. Simple What’s the core point you’re trying to make?
  92. 92. Simple Explain it to someone in a sentence
  93. 93. Simple - example
  94. 94. Unexpected What’s new, different or interesting?
  95. 95. Do the following contain fat?
  96. 96. NBED bacon and eggs
  97. 97. NBED Steak
  98. 98. NBED Mcdonalds
  99. 99. Which one contains the most fat?
  100. 100. Concrete Your idea needs to connect to the audience easily and clearly
  101. 101. “We’re going to win the space race”
  102. 102. “We’re going to put a man on the moon and return him safely by the end of the decade.”
  103. 103. “We’re going to put a man on the moon and return him safely by the end of the decade.”
  104. 104. Credible Credible data vs. credible author vs. credible company
  105. 105. Emotional NBED emoji
  106. 106. Story
  107. 107. The key isn’t the framework itself (you can use any framework you want)
  108. 108. Hey Matt, I have this awesome content idea, it’s amazing. It’s the ability to give each other feedback
  109. 109. Hey Matt, I have this awesome content idea, it’s amazing. No Paddy, it’s shit It’s the ability to give each other feedback
  110. 110. You can also use the framework we mentioned earlier
  111. 111. The story
  112. 112. The data
  113. 113. The production
  114. 114. Making sure your idea ticks one of these will increase the chance of success
  115. 115. Test headlines in surveys
  116. 116. Find 10 people in 10 minutes
  117. 117. Step 3 - Production
  118. 118. Function over form
  119. 119. Don’t say: “I want to make an infographic”
  120. 120. Go-live checklist
  121. 121. www.aira.net/checklist
  122. 122. Step 4 - Promotion
  123. 123. Paid EarnedOwned
  124. 124. Paid promotion
  125. 125. Native advertising
  126. 126. Social promotion
  127. 127. Earned promotion
  128. 128. Digital PR / outreach
  129. 129. Digital PR / outreach
  130. 130. Social influencers
  131. 131. Twitter lists are awesome
  132. 132. Twitter lists are awesome
  133. 133. Owned promotion
  134. 134. Email marketing isn’t dead
  135. 135. Social channels
  136. 136. Step 5 - Conversion
  137. 137. Call to action
  138. 138. Retargeting
  139. 139. Advertising for products and services
  140. 140. Future content pieces (series)
  141. 141. Cross-linking to the main site
  142. 142. What you should do next
  143. 143. Start using this
  144. 144. The story
  145. 145. The data
  146. 146. The production
  147. 147. Read these books
  148. 148. Thank you! paddy@aira.net

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