Kelvin Newman is the Founder of Rough Agenda, a company that arranges specialist digital marketing events including BrightonSEO. In 2014 Kelvin was voted by econsultancy as the most influential individual in digital and in 2013 won the Search Personality award at the UK Search Awards.
19. @kelvinnewman
Three approaches to content
Play in the tail Die in the middle Swing for the fences
High Frequency Low FrequencyMedium Frequency
Low Cost High CostMedium Cost
Low Marginal Return High Marginal ReturnLow Marginal Return
High Aggregate Value Low Aggregate ValueLow Aggregate Value
32. @kelvinnewman
Beauty and the Beast
The beast is usually a monster physically, capable of great rage
and destruction.
The beauty is kind, smart, and emotional.
The Beauty sees the good in the Beast and the world;
The Beauty brings out the best in Beast.
This often leads to Love Redeems (Another Trope)
35. @kelvinnewman
Twenty Minutes in the Future
The Future, but not so far into it that you'd notice it’d feel alien.
This is often a linear extrapolation of national malaise or existing
crises, so American works of the 1970s have endlessly
skyrocketing crime and inner urban decay.
While the 1980s brought the notion that Mega Corps and Japan
would rule the world.
37. @kelvinnewman
Bumbling Sidekick
An annoying, incompetent sidekick for another character — who
barely tolerates him.
Some Bumbling Sidekicks are delusional and think they are
appreciated.
Others are just too desperate for friendship and/or money to
leave.
39. @kelvinnewman
The MacGuffin
A plot device in the form of some goal, desired object, or other
motivator that the protagonist pursues, often with little or no
narrative explanation.
The specific nature of a MacGuffin is typically unimportant to the
overall plot.
40. @kelvinnewman
I point these out not to belittle
these films;
but rather to point out the huge
variety films can have with
shared elements.