Turn your idea into a fully interactive content experience with these best practices.

1. From Ideation to
Interactive

2. Meet the Hosts
Nick
Vaka
Stephanie
Mansueto
Director of Content
Strategy
Director of Project
Delivery

3. What we will cover:
1. Ideation & the Creative Process
2. Ideation for New Content
3. Ideation from Existing Content
4. Examples of Ideation to Interactive
5. Ideation for Video Content
6. Q&A

4. When was the last time you
had a really great idea?

5. Ideas can come to us at any
moment…

6. And often without
warning or an
invitation.

7. Some ideas are
great and if put into
action, they can
change lives.

8. While others are
just silly.

9. “You either act on ideas or you set them free.
You don’t dwell on ideas.”
-Casey Neistat
-

10. “Our job as marketers
is to create the
minimum amount of
content with the
maximum amount of
results.”
- Robert Rose

11. 55% of all page views get less
than 15 seconds of attention.
(Source: Chartbeat)

12. Nielsen Norman
Group has been telling
us this for quite some
time.

13. How do we take our ideas and turn
them into content that actually
performs?

14. Track your ideas.

15. Track your ideas.

16. Track your ideas.

17. Ask the
Questions
Who?
When?
Why? Where?
What?
How?

18. Research your idea.

19. Get to work.

20. Launch it.

21. Monitor it.

22. Make iterations.

23. What if you don’t have the
resources/time/energy/budget to create
new content?

24. Start with Evergreen Content
● Always relevant
● Researched
● Contains actionable copy
● Moves buyers through the funnel
● Improves search ranking

25. Start with Evergreen Content
● How-To Guides
● Tips on how to improve a goal or
process
● FAQ’s
● Research Report
● Case Studies
● Listicles (best resources, etc)

26. How We Use Evergreen Content

27. Scan the Content
● Data Points
● Graphics that Capture Attention
● Bullet Points
● Key Takeaways
● Testimonials
● Special Design Treatment

28. Scan the Content
● Data Points
● Graphics that Capture Attention
● Bullet Points
● Key Takeaways
● Testimonials
● Special Design Treatment

29. The First Touch Point

30. The Static Social Workhorse
Shareable, social media friendly static
companion pieces.

31. Reimagine, Repurpose
Create an assessment that benchmarks
the user against the data that was
shared in the ebook.

32. Reimagine, Repurpose
And then provide detailed
results that entice users
to download the full
ebook.

33. Reimagine, Repurpose
Three Content Pieces that
move users through the
buyer journey all created
from one evergreen
content piece.

34. From The Classroom, to Your Content

36. ● No overhead
● No searching to find the right talent
● No chasing down or bargaining with
freelancers
● All comms, files, and project tracking
are in one place
● Administrative oversight
Benefits of Cloud-Based
Production

39. Thank you.