This document discusses developing a content strategy using a pillar approach with 8 elements: objectives, personas, data, content types, learning styles, long tail topics, semantic associations, and platforms. It provides examples of how to analyze audience data and interests to prioritize topics and content that will resonate. A variety of tools are also presented to help spark new ideas, from Google Trends to brainstorming techniques to public data sources. The overall goal is to create long-term audiences through differentiated, audience-focused content.

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 Age
PILLAR
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%
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
Age Split Of Audience
Facebook
Phones 4u
CREATE
THIS
>
INSIGHT

27. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Percentage of Audience Who Like
Facebook
Phones 4u
Mass Appeal
Potential Topics
Topics To Avoid
|
@simonpenson

28. 98
92
87
84
74
68
64
63
62
53
51
43
40
31
30
23
22
15
Zazzle Content Index: TV Shows
Jersey Shore
I'm A Celebrity
Britain's Got Talent
Two and a Half Men
Strictly Come Dancing
Coronation Street
Only Way Is Essex
How I Met Your Mother
X Factor
Mock The Week
Geordie Shore
Family Guy
Walking Dead
Dexter
Spartacus
Game of Thrones
Mad Men
Downton Abbey
This provides content prioritisation based
on 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.