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How to Reverse Engineer Content - Paddy Moogan

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A process from Paddy Moogan on how to reverse engineer successful content and learn what you can do to increase the chances of your own content being successful.

Published in: Marketing

How to Reverse Engineer Content - Paddy Moogan

  1. 1. Reverse Engineering Successful Content
  2. 2. Most successful content comes down to three things
  3. 3. The story
  4. 4. The data
  5. 5. The production
  6. 6. I lied
  7. 7. An existing audience also helps
  8. 8. When you don’t have one…
  9. 9. Let’s be honest
  10. 10. This content marketing thing is bloody hard
  11. 11. It looks so easy
  12. 12. Brainstorm
  13. 13. Choose an idea
  14. 14. Brief a designer
  15. 15. Publish it
  16. 16. Promote it
  17. 17. Job done
  18. 18. It’s not that straightforward
  19. 19. “Let’s throw a guy out of a spaceship”
  20. 20. Brainstorming and idea generation isn’t as easy for most of us
  21. 21. It needs restraints and guidelines
  22. 22. No, not all ideas are good ideas
  23. 23. Doing it consistently is the hardest part
  24. 24. My approach to these issues
  25. 25. I’m not a creative
  26. 26. But he can build stuff
  27. 27. We worked on our processes from scratch
  28. 28. I had a few strong influencers
  29. 29. But at heart, I’m an SEO
  30. 30. I like processes and reverse engineering stuff
  31. 31. Can I just reverse engineer what others have done and do it a little bit better?
  32. 32. Yes*
  33. 33. *Sometimes, ideas just fly and you have no idea why or how
  34. 34. *You only learn by actually doing this stuff
  35. 35. The whole process is actually really big
  36. 36. I’m going to focus on a specific part of the process
  37. 37. Feeding strong research into your brainstorming / idea generation stage
  38. 38. Our goal is to create a brief for everyone involved in the brainstorm…
  39. 39. …that contains themes, data, visuals, guidelines and restraints
  40. 40. The process
  41. 41. Find the stories / themes
  42. 42. Start here
  43. 43. Read this post for the basics https://moz.com/blog/generate-content-ideas-using-buzzsumo-and-apis
  44. 44. Look at (content) competitors
  45. 45. Scan the results
  46. 46. Look for the trends
  47. 47. Look for the trends
  48. 48. It may be due (partly at least) to Nomadic Matt having a large existing audience
  49. 49. Run several competitors together
  50. 50. You can also use keywords
  51. 51. Export to CSV
  52. 52. Then run through URL Profiler http://urlprofiler.com/
  53. 53. Some pivot table magic…
  54. 54. Find the most linked to domains
  55. 55. Do a deeper dive for more insights
  56. 56. Are long-form content ideas good?
  57. 57. What content types work well?
  58. 58. Paste the titles into a word cloud http://www.wordle.net/create
  59. 59. Scan this list in your CSV
  60. 60. Can I do any of them better? (this could be a restraint)
  61. 61. Can I update any of them for 2016? (this could be an opportunity)
  62. 62. Add all of this to your brainstorming brief
  63. 63. http://epicbeat.epictions.com/
  64. 64. http://huballin.com/
  65. 65. http://huballin.com/
  66. 66. https://www.brandtale.com/
  67. 67. https://www.brandtale.com/
  68. 68. https://www.brandtale.com/
  69. 69. Find data sources
  70. 70. Know what’s available
  71. 71. Know what’s available
  72. 72. http://www.statista.com/search/?q=travel%20destinations
  73. 73. Can you get your own data?
  74. 74. Try a little bit
  75. 75. This could be a restraint (£££)
  76. 76. Add all of this to your brainstorming brief
  77. 77. Find visuals
  78. 78. Don’t overthink this
  79. 79. Can I do it just a bit better? (this could be a restraint or an opportunity)
  80. 80. Has it been linked to?
  81. 81. Link  
  82. 82. Yep
  83. 83. Print and add to the brainstorming brief
  84. 84. One final tip on setting expectations
  85. 85. “I want 10,000 Facebook Likes and 500 Links per content piece”
  86. 86. Fairly unlikely…
  87. 87. A takeaway for you… www.aira.net/brainstorm
  88. 88. Get in touch if you have questions! paddy@aira.net

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