How to Reverse Engineer Content - Paddy Moogan

Paddy Moogan
Paddy MooganCo-Founder at Aira, Digital Marketing Agency in Milton Keynes
Reverse Engineering Successful
Content
Most successful content comes
down to three things
The story
The data
The production
I lied
An existing audience also helps
When you don’t have one…
Let’s be honest
This content marketing
thing is bloody hard
It looks so easy
Brainstorm
Choose an
idea
Brief a designer
Publish it
Promote it
Job done
It’s not that straightforward
How to Reverse Engineer Content - Paddy Moogan
“Let’s throw a guy
out of a spaceship”
How to Reverse Engineer Content - Paddy Moogan
Brainstorming and idea
generation isn’t as easy for
most of us
It needs restraints and
guidelines
No, not all ideas are good ideas
Doing it consistently is the
hardest part
My approach to these issues
I’m not a creative
How to Reverse Engineer Content - Paddy Moogan
How to Reverse Engineer Content - Paddy Moogan
But he can build stuff
We worked on our processes
from scratch
I had a few strong influencers
But at heart, I’m an SEO
I like processes and reverse
engineering stuff
Can I just reverse engineer
what others have done and do
it a little bit better?
Yes*
*Sometimes, ideas just fly and
you have no idea why or how
*You only learn by actually
doing this stuff
The whole process
is actually really big
I’m going to focus on a specific
part of the process
Feeding strong research into
your brainstorming / idea
generation stage
Our goal is to create a brief for
everyone involved in the
brainstorm…
…that contains themes, data,
visuals, guidelines and
restraints
The process
Find the stories / themes
Start here
Read this post for the basics
https://moz.com/blog/generate-content-ideas-using-buzzsumo-and-apis
Look at (content) competitors
Scan the results
Look for the trends
Look for the trends
It may be due (partly at least)
to Nomadic Matt having
a large existing audience
Run several competitors together
You can also use keywords
Export to CSV
Then run through URL Profiler
http://urlprofiler.com/
Some pivot table magic…
Find the most linked to domains
Do a deeper dive for more insights
Are long-form content ideas good?
What content types work well?
Paste the titles into a word cloud
http://www.wordle.net/create
Scan this list in your CSV
Can I do any of them better?
(this could be a restraint)
Can I update any of
them for 2016?
(this could be an opportunity)
Add all of this to your
brainstorming brief
http://epicbeat.epictions.com/
http://huballin.com/
http://huballin.com/
https://www.brandtale.com/
https://www.brandtale.com/
https://www.brandtale.com/
Find data sources
Know what’s available
Know what’s available
How to Reverse Engineer Content - Paddy Moogan
http://www.statista.com/search/?q=travel%20destinations
Can you get your own data?
Try a little bit
This could be a restraint (£££)
Add all of this to your
brainstorming brief
Find visuals
Don’t overthink this
How to Reverse Engineer Content - Paddy Moogan
How to Reverse Engineer Content - Paddy Moogan
Can I do it just a bit better?
(this could be a restraint
or an opportunity)
How to Reverse Engineer Content - Paddy Moogan
Has it been linked to?
Link	
  
Yep
Print and add to the
brainstorming brief
One final tip on
setting expectations
“I want 10,000 Facebook Likes
and 500 Links per content
piece”
Fairly unlikely…
A takeaway for you…
www.aira.net/brainstorm
Get in touch if you have questions!
paddy@aira.net
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