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  

SIMON.PENSON@ZAZZLEMEDIA.CO.UK  

DOWNLOAD  IT  >  SLIDESHARE    

THANKS.