CONTENT	  STRATEGY	  MAKE	  IDEAS	  YOUR	  FRIEND.	  
INSPIRATION	  	  DOES	  NOT	  	  GROW	  ON	  	  TREES	  	  |	  @simonpenson	  THE	  PROBLEM…	  
IDEAS	  ARE	  LIFEBLOOD	  OF	  ANY	  STRATEGY	  
CONTENT	  TECHNICAL	  TRAINING	  INBOUND	  SOCIAL	  	  |	  @simonpenson	  CENTRAL	  TO	  EVERYTHING	  
LIKE	  MUSIC	  YOU	  NEED	  DIFFERENTIATION…	  
GET	  IT	  RIGHT	  AND…	  	  |	  @simonpenson	  
HOW	  DO	  YOU	  CREATE	  THOSE	  BIG	  SPIKES?	  
LEAVE	  NO	  STONE	  UNTURNED	  
EVERY	  IDEA	  BRAINSTORM	  NEEDS	  STRUCTURE	  
HERE’S	  OURS…	  	  |	  @simonpenson	  
SETTING	  THE	  SCENE	  FOR	  	  CREATIVITY	  
BRAINSTORM	  WHEN	  DRUNK	  OR	  SLEEPY	  
EXERCISE	  IS	  GOOD	  TOO	  	  |	  @simonpenson	  
READ	  THIS…	  COMBINE	  PSYCHOLOGY	  	  &	  CREATIVITY	  
BACK	  TO	  THOSE	  PILLARS…	  
PILLAR	  ONE	  >	  OBJECTIVES	  
PILLAR	  TWO>	  PERSONAS	  MR	  &	  MRS	  THOMPSON	  TIME	  RICH	  DISPOSABLE	  INCOME	  BUSINESSMAN	  MR	  &	  MRS	  ASHW...
0%5%10%15%20%25%30%13-18 19-24 25-34 35-44 45-54 55-64 65+Audience Split By AgePILLAR	  THREE	  >	  DATA	  	  SEARCH,	  SO...
PILLAR	  FOUR	  >	  CONTENT	  TYPES	  
PILLAR	  FIVE	  >	  LEARNING	  STYLES	  	  |	  @simonpenson	  
PILLAR	  SIX	  >	  LONG	  TAIL	  	  |	  @simonpenson	  
PILLAR	  SEVEN	  >	  SEMANTIC	  ASSOCIATION	  	  |	  @simonpenson	  
PILLAR	  EIGHT	  >	  PLATFORM	  	  |	  @simonpenson	  
HERE’S	  AN	  EXAMPLE	  
USE	  THIS	  >	  FACEBOOK	  POWER	  EDITOR	  SOCIAL	  DATA	  
0%1%2%3%4%5%6%7%8%9%10%131415161718192021222324252627282930313233343536373839404142434445464748495051525354555657585960616...
0%10%20%30%40%50%60%70%80%90%100%Percentage of Audience Who Like Facebook Phones 4uMass Appeal Potential Topics Topics To ...
98928784746864636253514340313023 2215Zazzle Content Index: TV ShowsJersey ShoreIm A CelebrityBritains Got TalentTwo and a ...
TOOLS	  THAT	  CAN	  HELP	  WITH	  IDEAS	   	  |	  @simonpenson	  
GOOGLE	  TRENDS	  	  |	  @simonpenson	  
MURAL.LY	  
STORYBOARD	  THAT	  
BOTTLENOSE	  
QUORA	  	  |	  @simonpenson	  
THINK	  WITH	  GOOGLE	  	  |	  @simonpenson	  
PUBLIC	  DATA	  	  |	  @simonpenson	  
ZANRAN	  	  |	  @simonpenson	  
PULLING	  IT	  TOGETHER	  	  |	  @simonpenson	  
 |	  @simonpenson	  
THE	  END	  RESULT?	  	  |	  @simonpenson	  
LONG	  TERM	  AUDIENCES	  OF	  VALUE	  
Simon	  Penson	  	  Zazzle	  Media	  @SIMONPENSON	  WWW.ZAZZLEMEDIA.CO.UK	  SIMON.PENSON@ZAZZLEMEDIA.CO.UK	  DOWNLOAD	  IT...
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Great Content Matters Linkdex Think Tank 2013

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The attached deck is my presentation at the invite-only Linkdex event in the run up to the Content Marketing Show. It is designed to complement that presentation and looks at idea creation and how to maximize your ability to create great ideas consistently.

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  • I would disagree Jason. I spent ten years trying to do that and it doesn't work long term. No one is structured enough in their thinking to ensure no stone is left unturned. This isn't about making it process driven but it is about creating structure, which is very sensible in ensuring you maximize your ability as a team to surface ideas.
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  • Careful. You can't bottle creativity and you shouldn't try. As soon as you turn creativity into a process, you lose what makes creativity so powerful: irrational thinking. Organizing ideas is important (and even that act can sometimes generate new creativity) but I worry about focusing on the process, such as brainstorming, over just letting irrationality happen.

    http://www.rethinkeverythingblog.com/the-case-against-rational-creativity/
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Great Content Matters Linkdex Think Tank 2013

  1. CONTENT  STRATEGY  MAKE  IDEAS  YOUR  FRIEND.  
  2. INSPIRATION    DOES  NOT    GROW  ON    TREES    |  @simonpenson  THE  PROBLEM…  
  3. IDEAS  ARE  LIFEBLOOD  OF  ANY  STRATEGY  
  4. CONTENT  TECHNICAL  TRAINING  INBOUND  SOCIAL    |  @simonpenson  CENTRAL  TO  EVERYTHING  
  5. LIKE  MUSIC  YOU  NEED  DIFFERENTIATION…  
  6. GET  IT  RIGHT  AND…    |  @simonpenson  
  7. HOW  DO  YOU  CREATE  THOSE  BIG  SPIKES?  
  8. LEAVE  NO  STONE  UNTURNED  
  9. EVERY  IDEA  BRAINSTORM  NEEDS  STRUCTURE  
  10. HERE’S  OURS…    |  @simonpenson  
  11. SETTING  THE  SCENE  FOR    CREATIVITY  
  12. BRAINSTORM  WHEN  DRUNK  OR  SLEEPY  
  13. EXERCISE  IS  GOOD  TOO    |  @simonpenson  
  14. READ  THIS…  COMBINE  PSYCHOLOGY    &  CREATIVITY  
  15. BACK  TO  THOSE  PILLARS…  
  16. PILLAR  ONE  >  OBJECTIVES  
  17. PILLAR  TWO>  PERSONAS  MR  &  MRS  THOMPSON  TIME  RICH  DISPOSABLE  INCOME  BUSINESSMAN  MR  &  MRS  ASHWORTH  TIME  POOR  AS  BOTH  WORK  INVESTING  FOR  CHILDREN  MRS  BARNES  INHERITED  WEALTH  INVESTOR.    |  @simonpenson  
  18. 0%5%10%15%20%25%30%13-18 19-24 25-34 35-44 45-54 55-64 65+Audience Split By AgePILLAR  THREE  >  DATA    SEARCH,  SOCIAL,  SURVEYS  ETC  
  19. PILLAR  FOUR  >  CONTENT  TYPES  
  20. PILLAR  FIVE  >  LEARNING  STYLES    |  @simonpenson  
  21. PILLAR  SIX  >  LONG  TAIL    |  @simonpenson  
  22. PILLAR  SEVEN  >  SEMANTIC  ASSOCIATION    |  @simonpenson  
  23. PILLAR  EIGHT  >  PLATFORM    |  @simonpenson  
  24. HERE’S  AN  EXAMPLE  
  25. USE  THIS  >  FACEBOOK  POWER  EDITOR  SOCIAL  DATA  
  26. 0%1%2%3%4%5%6%7%8%9%10%13141516171819202122232425262728293031323334353637383940414243444546474849505152535455565758596061626364Age Split Of AudienceFacebook Phones 4uCREATE  THIS  >  INSIGHT  
  27. 0%10%20%30%40%50%60%70%80%90%100%Percentage of Audience Who Like Facebook Phones 4uMass Appeal Potential Topics Topics To Avoid  |  @simonpenson  
  28. 98928784746864636253514340313023 2215Zazzle Content Index: TV ShowsJersey ShoreIm A CelebrityBritains Got TalentTwo and a Half MenStrictly Come DancingCoronation StreetOnly Way Is EssexHow I Met Your MotherX FactorMock The WeekGeordie ShoreFamily GuyWalking DeadDexterSpartacusGame of ThronesMad MenDownton AbbeyThis provides content prioritisation basedon interest data  |  @simonpenson  
  29. TOOLS  THAT  CAN  HELP  WITH  IDEAS    |  @simonpenson  
  30. GOOGLE  TRENDS    |  @simonpenson  
  31. MURAL.LY  
  32. STORYBOARD  THAT  
  33. BOTTLENOSE  
  34. QUORA    |  @simonpenson  
  35. THINK  WITH  GOOGLE    |  @simonpenson  
  36. PUBLIC  DATA    |  @simonpenson  
  37. ZANRAN    |  @simonpenson  
  38. PULLING  IT  TOGETHER    |  @simonpenson  
  39.  |  @simonpenson  
  40. THE  END  RESULT?    |  @simonpenson  
  41. LONG  TERM  AUDIENCES  OF  VALUE  
  42. Simon  Penson    Zazzle  Media  @SIMONPENSON  WWW.ZAZZLEMEDIA.CO.UK  SIMON.PENSON@ZAZZLEMEDIA.CO.UK  DOWNLOAD  IT  >  SLIDESHARE    THANKS.  

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