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The attached deck is my presentation at the invite-only Linkdex event in the run up to the Content Marketing Show. It is designed to complement that presentation and looks at idea creation and how to maximize your ability to create great ideas consistently.
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CONTENT STRATEGY MAKE IDEAS YOUR FRIEND.
INSPIRATION DOES NOT GROW ON TREES
| @simonpenson
THE PROBLEM…
IDEAS ARE LIFEBLOOD OF ANY STRATEGY
CONTENT
TECHNICAL
TRAINING
INBOUND
SOCIAL
| @simonpenson
CENTRAL TO EVERYTHING
LIKE MUSIC
YOU NEED DIFFERENTIATION…
GET IT RIGHT AND…
| @simonpenson
HOW DO YOU CREATE THOSE BIG SPIKES?
LEAVE NO STONE UNTURNED
EVERY IDEA BRAINSTORM NEEDS STRUCTURE
HERE’S OURS…
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SETTING THE SCENE FOR CREATIVITY
BRAINSTORM WHEN DRUNK OR SLEEPY
EXERCISE IS GOOD TOO
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READ THIS…
COMBINE PSYCHOLOGY & CREATIVITY
BACK TO THOSE PILLARS…
PILLAR ONE > OBJECTIVES
PILLAR TWO> PERSONAS
MR & MRS THOMPSON TIME RICH
DISPOSABLE INCOME BUSINESSMAN
MR & MRS ASHWORTH
TIME POOR AS BOTH WORK
INVESTING FOR CHILDREN
MRS BARNES INHERITED WEALTH
INVESTOR.
| @simonpenson
0%
5%
10%
15%
20%
25%
30%
13-18 19-24 25-34 35-44 45-54 55-64 65+
Audience Split By Age
PILLAR THREE > DATA
SEARCH, SOCIAL, SURVEYS ETC
PILLAR FOUR > CONTENT TYPES
PILLAR FIVE > LEARNING STYLES
| @simonpenson
PILLAR SIX > LONG TAIL
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PILLAR SEVEN > SEMANTIC ASSOCIATION
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PILLAR EIGHT > PLATFORM
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HERE’S AN EXAMPLE
USE THIS > FACEBOOK POWER EDITOR
SOCIAL DATA
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64
Age Split Of Audience
Facebook Phones 4u
CREATE THIS > INSIGHT
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percentage of Audience Who Like Facebook Phones 4u
Mass Appeal Potential Topics Topics To Avoid
| @simonpenson
98
92
87
84
74
68 64
63
62
53
51
43
40
31 30
23 22 15
Zazzle Content Index: TV Shows
Jersey Shore
I'm A Celebrity
Britain's Got Talent
Two and a Half Men
Strictly Come Dancing
Coronation Street
Only Way Is Essex
How I Met Your Mother
X Factor
Mock The Week
Geordie Shore
Family Guy
Walking Dead
Dexter
Spartacus
Game of Thrones
Mad Men
Downton Abbey
This provides content prioritisation based on interest data
| @simonpenson
TOOLS THAT CAN HELP WITH IDEAS
| @simonpenson
GOOGLE TRENDS
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MURAL.LY
STORYBOARD THAT
BOTTLENOSE
QUORA
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THINK WITH GOOGLE
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PUBLIC DATA
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ZANRAN
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PULLING IT TOGETHER
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| @simonpenson
THE END RESULT?
| @simonpenson
LONG TERM AUDIENCES OF VALUE
Simon Penson Zazzle Media
@SIMONPENSON
WWW.ZAZZLEMEDIA.CO.UK
SIMON.PENSON@ZAZZLEMEDIA.CO.UK
DOWNLOAD IT > SLIDESHARE
THANKS.
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