Presented at Reaktor Breakpoint 2015 by Paddy Moogan. Describing how to come up with content ideas and promote them as part of your content marketing campaign.

1. How to come up with content ideas
for your digital campaigns
Paddy Moogan

7. How to come up with content
ideas for digital campaigns

8. But we also want it to be
successful, right?

9. What do we mean by
successful?

10. Content can
help with lots
of things
Link

11. Today, I’m focusing on content
that drives awareness

12. The goals of this type of
content…

13. Traffic

14. Links

15. Social shares

16. Most successful content comes
down to three things

17. The story

18. The data

19. The production

20. I lied

21. There is one more

22. An existing audience also helps

23. When you don’t have an audience…

24. Let’s be honest

25. Content marketing isn’t easy

26. It looks so easy

27. Brainstorm

28. Choose an
idea

29. Brief a designer

30. Publish it

31. Promote it

32. Job done

33. It’s not that straightforward

35. “Let’s throw a guy
out of a spaceship.”

37. Brainstorming and idea
generation isn’t as easy for
most of us

38. It needs guidelines and
restraints

39. No, not all ideas are good ideas

40. Doing it consistently is the
hardest part

41. My approach to these issues

42. I’m not a creative

43. I had creative influencers

44. At heart, I’m at SEO

45. I like processes

46. So we worked on one

47. It currently has over 50 steps

48. Today, I’m going to focus
mainly on idea generation

49. Step 1 – Research & idea
generation

50. “An idea is nothing more or
less than a new combination of
old elements”
James Webb Young, 1940

51. Find stories &
topics

52. Look at content competitors

53. Start here
Link

54. This post gives you the basics
Link

55. Scan the results

56. Look for the trends

57. Look for the trends

58. It may be due (partly at least)
to Nomadic Matt having
a large existing audience

59. Run several competitors together

60. You can run keywords too

61. Look at informational keywords
Link

62. Link

63. Link

67. Look at what is generating links

68. Export a CSV from Buzzsumo

69. Get link metrics
Link

71. Some pivot table magic…

72. Some pivot table magic…

73. Do a deeper dive

74. Are long-form content ideas good?

76. What content types work well?

77. Paste titles into a word cloud
Link

78. Link

79. https://www.brandtale.com/

80. https://www.brandtale.com/

81. https://www.brandtale.com/

82. https://www.brandtale.com/

83. Find data

84. Simple searches work best

85. Find data sources

86. Find data sources

87. Find data sources
http://www.statista.com/search/?q=travel%20destinations

88. Can you get your own data?

89. Try a little bit - $10 for 100 answers

90. This could be a restraint ($$$)

92. Find visuals

93. Don’t overthink this

94. Don’t overthink this

95. Don’t overthink this

96. Can I do it just a
little bit better?

97. Don’t overthink this

98. Has it been linked to?

99. Don’t overthink this
Link

101. Take all of your research and
feed it into a brainstorming
brief

102. www.aira.net/reaktor

103. Remote brainstorming
Link

104. Step 2 - Idea validation

107. Simple
What’s the core point
you’re trying to make?

108. Simple
Explain it to someone in a
sentence

109. Simple - example

110. Unexpected
What’s new, different or
interesting?

111. Do the following contain
fat?

113. NBED bacon and eggs

114. NBED Steak

115. NBED Mcdonalds

116. Which one contains the
most fat?

118. Concrete
Your idea needs to connect
to the audience easily and
clearly

120. “We’re going to win the
space race”

121. “We’re going to put a man on the
moon and return him safely by the
end of the decade.”

122. “We’re going to put a man on the
moon and return him safely by the
end of the decade.”

123. Credible
Credible data vs. credible
author vs. credible company

124. Emotional
NBED emoji

125. Story

127. The key isn’t the framework itself
(you can use any
framework you want)

128. Hey Matt, I have this
awesome content
idea, it’s amazing.
It’s the ability to give each other feedback

129. Hey Matt, I have this
awesome content
idea, it’s amazing.
No Paddy, it’s shit
It’s the ability to give each other feedback

130. You can also use the framework
we mentioned earlier

131. The story

132. The data

133. The production

134. Making sure your idea ticks one of
these will increase the chance of
success

135. Test headlines in surveys

136. Find 10 people in 10 minutes

137. Step 3 - Production

138. Function over form

139. Don’t say:
“I want to make an infographic”

142. Go-live checklist

143. www.aira.net/checklist

144. Step 4 - Promotion

145. Paid
EarnedOwned

146. Paid promotion

147. Native advertising

148. Social promotion

149. Earned promotion

150. Digital PR / outreach

151. Digital PR / outreach

152. Social influencers

156. Twitter lists are awesome

157. Twitter lists are awesome

158. Owned promotion

159. Email marketing
isn’t dead

160. Social channels

161. Step 5 - Conversion

163. Call to action

164. Retargeting

165. Advertising for
products and services

166. Future content pieces (series)

167. Cross-linking to the main site

168. What you should do next

169. Start using this

170. The story

171. The data

172. The production

173. Read these books

174. Thank you!
paddy@aira.net