How to Develop Better Creative Content

Tom Tapper Co-founder - Nice and Serious

The workshop

In theory (30 mins)

• What is a creative idea?

• A bit about the brain

• The ideation process

In practice (30 mins)

• The brief

• The brainstorm

• The review

What is content marketing?

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience, ultimately, to drive profitable customer action.”

What is content marketing?

But not all content is created equal.

So what is creativity?

creativity

What is creativity?

knowledge

“Creativity is just connecting things.”Steve Jobs

Creativity is not magical.

So how can you develop more creative ideas?

imagination network

attentional control network

The brain

Our working lives

imagination network

attentional control network

An improvisational Jazz musician

imagination network

attentional control network

So we need to trick the system.

“Every child is an artist. The problem is how to remain an artist once he grows up.”

Pablo Picasso

We need to have more bad ideas to find good ones.

The Process

1. Articulate

2. Feed the mind

3. Incubate

4. Brainstorm

5. Analyse

1. Articulate the problem

2. Feed the mind

3. Incubate

3. Incubate - Wash the dishes

3. Incubate - Take a walk in nature

3. Incubate - Experience something new

3. Incubate - Sleep on it

3. Incubate - Write ideas down

4. Brainstorm

4. Brainstorm

5-10 min ofrapid ideation

30 min of sharing

5-10 min ofrapid ideation

30 min of sharing

4. Brainstorm

4. Brainstorm

5. Analyse

The workshop

The brief

IDEAS! SHARE IDEAS! SHARE

5 mins 5 mins 5 mins 5 mins

Opening a new branch …

A conservation charity has recently been gifted 1,000 acres of meadow near the New Forest to develop into a nature centre. We need yo to come up with a name / identity for the new space.

Thanks!

www.niceandserious.com

@niceandserious

+44 (0)207 8121 229

Harriet

Stamp