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How to develop better creative content | Content marketing conference | 27 April 2017

Tom Tapper, co-founder, Nice and Serious

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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How to develop better creative content | Content marketing conference | 27 April 2017

  1. 1. How to Develop Better Creative Content Tom Tapper Co-founder - Nice and Serious
  2. 2. 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
  3. 3. What is content marketing?
  4. 4. “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?
  5. 5. But not all content is created equal.
  6. 6. So what is creativity?
  7. 7. creativity What is creativity? knowledge
  8. 8. “Creativity is just connecting things.” Steve Jobs
  9. 9. Creativity is not magical.
  10. 10. So how can you develop more creative ideas?
  11. 11. imagination network attentional 
 control network The brain
  12. 12. Our working lives imagination network attentional 
 control network
  13. 13. An improvisational Jazz musician imagination network attentional 
 control network
  14. 14. So we need to trick the system.
  15. 15. “Every child is an artist. The problem is how to remain an artist once he grows up.” Pablo Picasso
  16. 16. We need to have more bad ideas to find good ones.
  17. 17. The Process
  18. 18. 1. Articulate
 2. Feed the mind
 3. Incubate
 4. Brainstorm
 5. Analyse
  19. 19. 1. Articulate the problem
  20. 20. 2. Feed the mind
  21. 21. 3. Incubate
  22. 22. 3. Incubate - Wash the dishes
  23. 23. 3. Incubate - Take a walk in nature
  24. 24. 3. Incubate - Experience something new
  25. 25. 3. Incubate - Sleep on it
  26. 26. 3. Incubate - Write ideas down
  27. 27. 4. Brainstorm
  28. 28. 4. Brainstorm 5-10 min of
 rapid ideation 30 min 
 of sharing 5-10 min of
 rapid ideation 30 min 
 of sharing
  29. 29. 4. Brainstorm
  30. 30. 4. Brainstorm
  31. 31. 5. Analyse
  32. 32. The workshop
  33. 33. 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.
  34. 34. Thanks! www.niceandserious.com @niceandserious +44 (0)207 8121 229

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