Think like a journo, act like a spy...
Or: how to get great content ideas out of people
without them noticing

Dan Brotzel...
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
specialises in

© Sticky Content Limited

3 things...
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
What makes a good idea?

© Sticky Content Limited
What makes a good idea?
 It serves both your users AND your business goals
 Not just a theme or topic – it’s got an angl...
“Hello. We do nappies.
Can we help you
choose the right
school for your child?”

© Sticky Content Limited
Your
domain
of
expertise

© Sticky Content Limited

Your users’
information
needs
So what?
You are not the idea
Redefin[ing] customer relationships based on serving, educating, and
entertaining customers with cont...
© Sticky Content Limited
Cultivate your
subject matter
experts
© Sticky Content Limited
• 73 blogs,73
keywords
• customer
contact up
600% in one Q
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
Blog and video
• 211,000 page views
• 2,500 inbound links
from top 8 articles
• $2m sales
© Sticky Content Limited
© Sticky Content Limited
Answer a question, grow your content
One of our clients that develops an enterprise software
solution has been developing ...
The fence post blog
• 850% increase in sales
leads since launch.

© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
Think topical
● What’s in the news? In your industry? In the world?
● What’s the seasonal cycle of your business?
● Key da...
Top 5 places people have ideas

1. Shower, bath, bathroom
2. Bed

3. Driving
4. Walking

5. Exercise
© Sticky Content Limi...
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
47
© Sticky Content Limited
Format guidelines: Fortune Cookie
job ads
Section

Content

Format

Title

Job title

Title

Standfirst

Engaging descript...
Reuse, recycle. Slice, dice, curate

© Sticky Content Limited
© Sticky Content Limited
Blog
post

3rd party site
republish

Retweets
Bookmarks

Trending on
twitter

User
generated
content

Talk

Further though...
© Sticky Content Limited
• Email subject
line

© Sticky Content Limited
• Homepage teaser
• Tweet
• Related products
link
• Meta description

© Sticky Content Limited
• Landing page
snippet / A-Z entry

© Sticky Content Limited
• Mobile site

© Sticky Content Limited
• Tablet site

© Sticky Content Limited
© Sticky Content Limited
© Sticky Content Limited
|

15

© Title
| Course Sticky Content Limited
© Sticky Content Limited
Get everyone involved

© Sticky Content Limited
Always be thinking and listening
● Overheard in the lift / at the watercooler
● The bath: cradle of great ideas
● Trust th...
Top 5 places people have ideas

1. Shower, bath, bathroom
2. Bed

3. Driving
4. Walking

5. Exercise
© Sticky Content Limi...
Any questions?
dan@stickycontent.co.uk

follow us:
@catherinetoole
@danfielder
@stickycontent

www.stickycontent.com
© Sti...
Think like a journo, act like a spy. How to get great content ideas out of people without them noticing. | Sticky Content ...
Think like a journo, act like a spy. How to get great content ideas out of people without them noticing. | Sticky Content ...
Think like a journo, act like a spy. How to get great content ideas out of people without them noticing. | Sticky Content ...
Think like a journo, act like a spy. How to get great content ideas out of people without them noticing. | Sticky Content ...
Think like a journo, act like a spy. How to get great content ideas out of people without them noticing. | Sticky Content ...
Think like a journo, act like a spy. How to get great content ideas out of people without them noticing. | Sticky Content ...
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Think like a journo, act like a spy. How to get great content ideas out of people without them noticing. | Sticky Content | Catherine Toole

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In our brave new content-led world, ideas are hard currency. But generating a steady stream of inspiration that can be transformed into effective, shareable social content can be very, very hard work. Many of us simply don’t have enough ideas to fulfil our social media strategies. Or at least, not enough original, interesting and appropriate ideas. This session is all about what to do when your ideas tank is running on empty...

Published in: Technology, News & Politics
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Think like a journo, act like a spy. How to get great content ideas out of people without them noticing. | Sticky Content | Catherine Toole

  1. 1. Think like a journo, act like a spy... Or: how to get great content ideas out of people without them noticing Dan Brotzel @danfielder @catherinetoole
  2. 2. © Sticky Content Limited
  3. 3. © Sticky Content Limited
  4. 4. © Sticky Content Limited
  5. 5. © Sticky Content Limited
  6. 6. © Sticky Content Limited
  7. 7. specialises in © Sticky Content Limited 3 things...
  8. 8. © Sticky Content Limited
  9. 9. © Sticky Content Limited
  10. 10. © Sticky Content Limited
  11. 11. What makes a good idea? © Sticky Content Limited
  12. 12. What makes a good idea?  It serves both your users AND your business goals  Not just a theme or topic – it’s got an angle or hook  It can be a new spin on something you’ve already done  It’s something that fits your content niche… © Sticky Content Limited
  13. 13. “Hello. We do nappies. Can we help you choose the right school for your child?” © Sticky Content Limited
  14. 14. Your domain of expertise © Sticky Content Limited Your users’ information needs
  15. 15. So what?
  16. 16. You are not the idea Redefin[ing] customer relationships based on serving, educating, and entertaining customers with content necessitates a shift away from the “I” of a brand or product toward the “you” of the customer. Content that is too product- or brand-focused does not travel well digitally, whereas content that stands on its own merits as entertainment, storytelling, education will be shared and passed along. From Content: The New Marketing Equation Rebecca Lieb, Altimeter © Sticky Content Limited
  17. 17. © Sticky Content Limited
  18. 18. Cultivate your subject matter experts
  19. 19. © Sticky Content Limited
  20. 20. • 73 blogs,73 keywords • customer contact up 600% in one Q © Sticky Content Limited
  21. 21. © Sticky Content Limited
  22. 22. © Sticky Content Limited
  23. 23. © Sticky Content Limited
  24. 24. © Sticky Content Limited
  25. 25. © Sticky Content Limited
  26. 26. © Sticky Content Limited
  27. 27. © Sticky Content Limited
  28. 28. Blog and video • 211,000 page views • 2,500 inbound links from top 8 articles • $2m sales © Sticky Content Limited
  29. 29. © Sticky Content Limited
  30. 30. Answer a question, grow your content One of our clients that develops an enterprise software solution has been developing “technology tips” based on customer service queries for the past two years. When reviewing analytics last quarter, we realized these content marketing assets contributed to 5% of the overall content viewed and 20% of the search queries received. Derek Edmond, KoMarketing Associates © Sticky Content Limited
  31. 31. The fence post blog • 850% increase in sales leads since launch. © Sticky Content Limited
  32. 32. © Sticky Content Limited
  33. 33. © Sticky Content Limited
  34. 34. Think topical ● What’s in the news? In your industry? In the world? ● What’s the seasonal cycle of your business? ● Key dates in your business calendar © Sticky Content Limited
  35. 35. Top 5 places people have ideas 1. Shower, bath, bathroom 2. Bed 3. Driving 4. Walking 5. Exercise © Sticky Content Limited
  36. 36. © Sticky Content Limited
  37. 37. © Sticky Content Limited
  38. 38. © Sticky Content Limited
  39. 39. © Sticky Content Limited
  40. 40. © Sticky Content Limited
  41. 41. © Sticky Content Limited
  42. 42. © Sticky Content Limited
  43. 43. 47
  44. 44. © Sticky Content Limited
  45. 45. Format guidelines: Fortune Cookie job ads Section Content Format Title Job title Title Standfirst Engaging description of what the person will be doing 1 sentence We’re looking for… Top-level description of the ideal candidate. 1-2 paragraphs What’s the role? What the person will be doing dayto-day. The responsibilities and opportunities of the job. 2-6 short paragraphs You are someone who… Personal qualities, attitudes and skills of the successful candidate. Bullet list (up to 10 bullets) Boxes to tick Necessary experience/qualifications in order to apply for this job. Practical benefits of the role. Bullet list (up to 10 bullets) Compelling reasons to choose the company and explanation of current need to recruit. 1 paragraph What’s in it for you? Why now? Why Fortune Cookie? 49 © Sticky Content Limited 1 paragraph
  46. 46. Reuse, recycle. Slice, dice, curate © Sticky Content Limited
  47. 47. © Sticky Content Limited
  48. 48. Blog post 3rd party site republish Retweets Bookmarks Trending on twitter User generated content Talk Further thought pieces Article Comments Bookmarks © Sticky Content Limited New ideas for talks, blog posts
  49. 49. © Sticky Content Limited
  50. 50. • Email subject line © Sticky Content Limited
  51. 51. • Homepage teaser • Tweet • Related products link • Meta description © Sticky Content Limited
  52. 52. • Landing page snippet / A-Z entry © Sticky Content Limited
  53. 53. • Mobile site © Sticky Content Limited
  54. 54. • Tablet site © Sticky Content Limited
  55. 55. © Sticky Content Limited
  56. 56. © Sticky Content Limited
  57. 57. | 15 © Title | Course Sticky Content Limited
  58. 58. © Sticky Content Limited
  59. 59. Get everyone involved © Sticky Content Limited
  60. 60. Always be thinking and listening ● Overheard in the lift / at the watercooler ● The bath: cradle of great ideas ● Trust that ideas will come ● Who could you interview? ● Often the best ideas are staring you right in the face… © Sticky Content Limited
  61. 61. Top 5 places people have ideas 1. Shower, bath, bathroom 2. Bed 3. Driving 4. Walking 5. Exercise © Sticky Content Limited
  62. 62. Any questions? dan@stickycontent.co.uk follow us: @catherinetoole @danfielder @stickycontent www.stickycontent.com © Sticky Content Limited

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