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…
| @simonpenson
SETTING THE SCENE FOR CREATIVITY
BRAINSTORM WHEN DRUNK OR SLEEPY
EXERCISE IS GOOD TOO
| @simonpenson
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
| @simonpenson
PILLAR SEVEN > SEMANTIC ASSOCIATION
| @simonpenson
PILLAR EIGHT > PLATFORM
| @simonpenson
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
| @simonpenson
MURAL.LY
STORYBOARD THAT
BOTTLENOSE
QUORA
| @simonpenson
THINK WITH GOOGLE
| @simonpenson
PUBLIC DATA
| @simonpenson
ZANRAN
| @simonpenson
PULLING IT TOGETHER
| @simonpenson
| @simonpenson
THE END RESULT?
| @simonpenson
LONG TERM AUDIENCES OF VALUE
Simon Penson Zazzle Media
@SIMONPENSON
WWW.ZAZZLEMEDIA.CO.UK
DOWNLOAD IT > SLIDESHARE
THANKS.
Recommended
