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