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Ideation to Impact: How tro Create and Sell a Digital Asset #BrightonSEO

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Creative and interesting ideas are the marketing product of contenrt marketing; however selling a creative concept to clients and stakeholders can be difficult. Particularly when there's no direct commercial model with free marketing content.

Hannah Thorpe of theMediaFlow shares tactics and planning tips for building a business case for you creative content assets.

Published in: Marketing, Business
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Ideation to Impact: How tro Create and Sell a Digital Asset #BrightonSEO

  1. 1. How to Create and Sell a Digital Marketing Asset @hannahjthorpe
  2. 2. generating ideas is a process, not an accident
  3. 3. Create & Sell Digital Marketing Assets @hannahjthorpe
  4. 4. ...understand the business strategy
  5. 5. Colonel Tom Kolditz: Head of Behavioural Science, West Point
  6. 6. Commander’s Intent Be the lowest cost airline in the US Business Tactics 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
  7. 7. Problem Solving Content Industry Content Analysis find data to support an idea
  8. 8. What’re people talking about? Create & Sell Digital Marketing Assets @hannahjthorpe
  9. 9. Problem Solving Content DataMiner Chrome Extension • • • • Create & Sell Digital Marketing Assets @hannahjthorpe
  10. 10. Problem Solving Content Educational Value Must-See Family Holiday Create & Sell Digital Marketing Assets @hannahjthorpe
  11. 11. Industry Content Analysis • • • • Create & Sell Digital Marketing Assets @hannahjthorpe
  12. 12. Create & Sell Digital Marketing Assets @hannahjthorpe
  13. 13. Story Clusters Source Materials Idea Pipeline Create & Sell Digital Marketing Assets @hannahjthorpe
  14. 14. Develop data into a creative idea
  15. 15. • • • • • Create & Sell Digital Marketing Assets @hannahjthorpe
  16. 16. Q & A on holiday activities High Search Volume “UNESCO sites” High volume of content Create & Sell Digital Marketing Assets @hannahjthorpe
  17. 17. Create & Sell Digital Marketing Assets @hannahjthorpe
  18. 18. Explain, demonstrate, Q &A
  19. 19. Create & Sell Digital Marketing Assets @hannahjthorpe
  20. 20. Create & Sell Digital Marketing Assets @hannahjthorpe
  21. 21. Create & Sell Digital Marketing Assets @hannahjthorpe
  22. 22. Create & Sell Digital Marketing Assets @hannahjthorpe
  23. 23. Image Credits Process 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

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