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#SEOCAMP @lauracrimmons
Finding your big idea
How to come up with content ideas that will generate links
and engage your audience
Laura Crimmons @lauracrimmons

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#SEOCAMP @lauracrimmons
Audience Topic Brainstorm Research Test Conquer
PROCESS FOR CA MPA I GN I D EA GEN ER AT I ON

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#SEOCAMP @lauracrimmons
Finding and
understanding your
audience

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#SEOCAMP @lauracrimmons
Don’t talk about page views and users.
We’re marketing to people we need to think about them as such.

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#SEOCAMP @lauracrimmons
Who are they
(demographics)?
Where do they ‘hang
out’ online?
What are they
interested in?
You want to find out the following about your audience:
Therefore, how do I reach and connect with them?

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#SEOCAMP @lauracrimmons
Paid teams generally have the best audience data as they have to make
sure they’re paying to reach the right people

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons
Explore:
• Website visitors (segmented)
• Customer/CRM data
• Page likes/engagement

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons
Explore:
• People talking about you / your
competitors/ keywords online

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons
Explore:
• People talking about you / your
competitors/ keywords online
• The most shareable content
formats

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons
Explore:
• Website visitors (segmented)

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons
Who are they
(demographics)?
• GA/Adwords
(Demographics)
• Facebook
(Demographics/ Household/Purchase)
• Crimson Hexagon
(People – Demographics)
• Media IQ
(Audience - Demographics)
Where do they ‘hang
out’ online?
• Facebook
(Page Likes)
• Crimson Hexagon
(Metrics – Top Sites)
• Buzzsumo
(Most Shared / Content Analysis)
• Media IQ
(Context)
What are they
interested in?
• GA
(Affinity Category)
• Facebook
(Page Likes)
• Crimson Hexagon
(Metrics – Instagram / Explore – Word
Cloud / People – Affinities)
• Buzzsumo
(Most Shared / Content Analysis)
• Media IQ
(Audience – Interests)

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#SEOCAMP @lauracrimmons
Combine all the insight together to give you the best view, rather than
relying on what one platform/tool tells you

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#SEOCAMP @lauracrimmons
Researching topic(s)

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#SEOCAMP @lauracrimmons
The biggest mistake people make is going into brainstorms blind – do the
research first!

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#SEOCAMP @lauracrimmons
From your audience research, you know the topic(s) you want to create
an idea around – research that more

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#SEOCAMP @lauracrimmons
What type of campaign is likely to get cut through?
Video: 26%
Infographic: 0%
Study/ Research: 1%
“home workout”: 0%
Scientist/ Nutritionist: 0%
Personal Trainer: 0%
Video: 30%
Infographic: 0%
Study/ Research: 35%
“home workout”: 0%
Scientist/ Nutritionist: 10%
Personal Trainer: 5%
Video: 10%
Infographic: 0%
Study/ Research: 19%
“home workout”: 0%
Scientist/ Nutritionist: 64%
Personal Trainer: 74%

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#SEOCAMP @lauracrimmons
Site Indexed pages Video pages % video
www.mensfitness.com 28,300 8,080 29%

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#SEOCAMP @lauracrimmons
Brainstorming
techniques

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons
Worst idea first / what could we never do?

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#SEOCAMP @lauracrimmons
Figure Storming

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#SEOCAMP @lauracrimmons
Word association

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#SEOCAMP @lauracrimmons
Time Travel

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#SEOCAMP @lauracrimmons
Teleportation

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#SEOCAMP @lauracrimmons
Starbursting

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#SEOCAMP @lauracrimmons
Brainwriting:
108 ideas in 30 minutes

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons
Share the brief and audience / topic data with the team ahead of the
brainstorm so they have time to digest it

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#SEOCAMP @lauracrimmons
Researching the ideas

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#SEOCAMP @lauracrimmons
Do some research to answer these questions…

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#SEOCAMP @lauracrimmons
Has it been done before?

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#SEOCAMP @lauracrimmons
If yes, how can you do it better? What value do you add?

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#SEOCAMP @lauracrimmons
* If you can’t – scrap it!!

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#SEOCAMP @lauracrimmons
Why will it be successful?

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#SEOCAMP @lauracrimmons
Steady trends upwards

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#SEOCAMP @lauracrimmons
Peaks in Jan every year – event tie-in

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#SEOCAMP @lauracrimmons
Significant social noise / shares

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#SEOCAMP @lauracrimmons
Who’s going to write about it?

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#SEOCAMP @lauracrimmons
In Crimson Hexagon I can filter for news/blogs that have written about
my topic

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#SEOCAMP @lauracrimmons
In Buzzsumo I can export all the articles about my topic to see who’s
written about it

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#SEOCAMP @lauracrimmons
Anewstip will show me journalists that have tweeted about my topic

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#SEOCAMP @lauracrimmons
Anewstip will show me journalists that have written about my topic

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#SEOCAMP @lauracrimmons
What are the potential risks?

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#SEOCAMP @lauracrimmons
Does it need to launch on a certain date? How feasible are your
timescales?

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#SEOCAMP @lauracrimmons
Is there a risk the data might not show what you want?

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#SEOCAMP @lauracrimmons
Will people buy your credibility on the topic?

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#SEOCAMP @lauracrimmons
Testing the idea will
work

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#SEOCAMP @lauracrimmons
Don’t invest any time or resource in the campaign until you have positive
feedback it will work from your targets

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons

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#SEOCAMP @lauracrimmons
Do this with warm contacts or people that have written about the topic
before

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#SEOCAMP @lauracrimmons
Go forth and conquer!

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#SEOCAMP @lauracrimmons
Use the knowledge from your audience / topic research to build your
seeding plan – which publications to target, which social channels to
spend on etc

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#SEOCAMP @lauracrimmons
To summarise…
Audience Topic Brainstorm Research Test Conquer

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#SEOCAMP @lauracrimmons
Thanks
Laura.Crimmons@branded3.com
@lauracrimmons

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#SEOCAMP @lauracrimmons
Question Mug
● Any questions?

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#SEOCAMP @lauracrimmons
MERCI AUX SPONSORS