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How to Create and Sell a Digital Marketing Asset@hannahjthorpe
generating ideas is a process, not an
accident
Create & Sell Digital Marketing Assets @hannahjthorpe
...understand the business strategy
Colonel Tom Kolditz:Head of Behavioural Science, West Point
Commander’s Intent
Be the lowest cost airline in the US
BusinessTactics
Should we offer an extra bar service each flight?
Should there be more choice on the menu for all flights?
Should we provide more leg room for travellers?
Create & Sell Digital Marketing Assets @hannahjthorpe
Problem Solving Content Industry Content Analysis
find data to support an idea
What’re people talking about?
Create & Sell Digital Marketing Assets @hannahjthorpe
Problem Solving Content
DataMinerChrome Extension
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Create & Sell Digital Marketing Assets @hannahjthorpe
Problem Solving Content
Educational Value
Must-See
Family Holiday
Create & Sell Digital Marketing Assets @hannahjthorpe
Industry Content Analysis
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Create & Sell Digital Marketing Assets @hannahjthorpe
Create & Sell Digital Marketing Assets @hannahjthorpe
Story Clusters
Source Materials
Idea Pipeline
Create & Sell Digital Marketing Assets @hannahjthorpe
Develop data into a creative idea
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Create & Sell Digital Marketing Assets @hannahjthorpe
Q & A on holiday activities
High Search Volume “UNESCO sites”
High volume of content
Create & Sell Digital Marketing Assets @hannahjthorpe
Create & Sell Digital Marketing Assets @hannahjthorpe
Explain, demonstrate, Q &A
Create & Sell Digital Marketing Assets @hannahjthorpe
Create & Sell Digital Marketing Assets @hannahjthorpe
Create & Sell Digital Marketing Assets @hannahjthorpe
Create & Sell Digital Marketing Assets @hannahjthorpe
Image CreditsProcess Commander’s Intent Sell Data Creativity Discussion
Chip Heath & Dan Heath: Made to Stick
Joe Pulizzi: Epic Content Marketing
Rod Judkins: The Art of Creative Thinking
Simon Sinek: https://www.startwithwhy.com/
Avinash Kaushik: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/#objectives
