SlideShare a Scribd company logo
1
CREATIVE CONTENT MARKETING
INSPIRATION from
John Cleese and Other
Creative Innovators
CONTENT
MARKETING
INSPIRATION
And Now for Something Completely Creative:
from John Cleese and
Other Creative Innovators
Telling people how to be
creative is easy — 
it’s only being it
that’s difficult.
—JOHN CLEESE
Whatiscreativity?
2
3
In his world-renowned talk on the origins of creativity, legendary actor and comedian
John Cleese asserted that creativity simply cannot be explained. “It’s literally
inexplicable,” he said.
But fear not, content marketers. If you’ve ever felt like the holy grail of creativity was
beyond your grasp, Cleese also shared some encouraging words on what creativity is not:
Anyone can learn to bring more creativity into their content marketing efforts. Sometimes
all it takes is passion, the right frame of mind... and a few of the tricks we’ve compiled here.
“Creativity is not a talent — it’s a way of
operating... Creativity is not an ability that you
either have or do not have. It is... absolutely
unrelated to IQ.”
4
Creativity is the skill necessary
to differentiate your content.
It’s the innovative spark that
helps your brand stand out to
your audience.
—JONATHAN MILDENHALL
WHYdoyouneedcreativity
incontentmarketing?
4
5
When he was VP of Global Advertising Strategy and
Content Excellence at Coca-Cola, Jonathan Mildenhall
championed a concept he calls The 10 Percent:
“It’s spending one-tenth of our time and
resources on the wild, the crazy, the seemingly
unrealistic ideas we have, and making them
part of our content marketing strategy.”
Mildenhall said that, when executed, these highly successful programs turned out to be
among the least expensive and least time-intensive of all the content marketing
that Coca-Cola was creating and distributing.
6
Learn the rules like a pro,
so you can break them
like an artist.
—PABLO PICASSO
Whatdoesittake
tobecreative?
6
7
John Cleese described the way people function at work in terms of two modes of
thinking: open and closed. Optimally, creative workers need to be able to leverage both
modes — each one at the appropriate time in the creative process:
Relaxed, expansive,
contemplative, inclined to
humor, playful. This allows
natural creativity to surface.
Active but impatient, tense, and
purposeful. Creativity is not possible in
closed mode; however, closed mode is
essential for organizing your ideas and
deciding how to implement them in a
meaningful way.
Open: Closed:
8
Designateanideapersontoleadyourteamefforts
Individuals who are naturally creative are ideally suited to developing (and filtering)
creative concepts with a focus on strategic goals:
What topics are in demand among our target audiences?
Are there new ways in which we can approach old topics?
What great ideas can we adapt to our industry’s needs?
What terrible ideas should we avoid or discontinue?
How can we create interest and action without even mentioning
(or barely mentioning) our products and services?
How can we expose more people to our content?
9
Be creativeasateam
“It’s easier to be creative if you have
other people to play with.” —John Cleese
Though individual creativity is a great asset for an organization to be able to tap into,
many organizations have come to rely on creative teams.
A creative team should have nothing to do with rank, department, or job responsibility.
According to Straight North’s Brad Shorr, creativity is all about chemistry, and it’s just as
likely for a shipping clerk and an engineer to crank out creative ideas as for two marketing
professionals to do so — provided they are the right two people.
10
increasecreativeouTput
“Leadership is a key driver of creativity.”—Dr. Tomas Chamorro-Premuzic
In an article in Harvard Business Review, Metaprofiling.com Co-founder Dr. Tomas Chamorro-
Premuzic offered three basic suggestions managers can follow to boost the creative output of
their teams:
Balance differences and similarities: High-performing teams tend to be similar in their values (they
are all motivated and driven by the same things) but different in their styles (they have different
personalities, skills, and backgrounds).
Avoid having too many “creatives”: Although idea generators are critical to any creative team,
their ideas will only be implemented if the team also includes people who love execution, think
pragmatically, pay attention to details, and can help to transform raw ideas into actual innovations.
Embrace failure: Too many managers and companies pretend to embrace creativity, but they don’t
care enough to do what it takes to support it [within the organization]. If you are not prepared to risk
failure when you are experimenting, your employees’ efforts will never truly be creative.
11
“I think everybody [who] is trying to
communicate [should] go into stand-up comedy
because [it takes you] out of your mind.
Instead of thinking about, ‘Here’s what
I want to say,’ you’re always thinking about,
‘Here’s what the audience will hear’
and you really scrutinize.”
—TIM WASHER, SENIOR MARKETING
MANAGER, CISCO
thecreativeprocess
11
12
According to John Cleese, creating certain conditions makes us more likely to produce
open-mode thinking (i.e., where creativity occurs):
Space: Seal yourself off from distractions and the usual pressures to perform; create
an oasis of quiet for creativity.
Time: Create that space for a specific period of time, and tolerate the racing thoughts
and anxiety about the practical tasks you need to do outside your creative space
(eventually your mind will quiet back down again).
Time (again): Ponder solutions to a problem for as long as you possibly can —learn to
tolerate the unease and discomfort that come from not having solved the problem yet.
Confidence: You can’t be “spontaneous within reason.” Don’t cave in to the fear
of making a mistake because in the creative “open” mode mistakes don’t exist.
Humor: This takes us from closed to open mode more quickly than anything else can.
13
maketheprocessworkforyourteam
Even if you can’t devote all your time to creativity, you can make your existing content
marketing processes more creative by fostering a culture of creativity in your organization:
Don’t expect to be
creative on a set
schedule: A good
creative process
enables the writing
team to meet whenever
and wherever
inspiration strikes —
not just when there’s a
deadline looming.
Keep a notebook
within reach at all
times: Breakthrough
ideas come at any time
of day or night, and if
you don’t write them
down immediately,
chances are good you’ll
forget them by the time
you need them.
Get out of the office:
Certain atmospheres
— for example, a coffee
house, a botanical
garden, or even a
park bench — can be
particularly helpful for
clearing your mental
cobwebs and stirring
creative energy.
14
generating creativeideas
“Having a new idea is connecting two hitherto separate ideas in
a way that generates new meaning.” —John Cleese
In the world of content marketing, the creative process usually starts with a brainstorm of ideas.
Before getting started on any brainstorm session, PwC Experience Center’s Frank McDade
recommends that content marketers set some basic ground rules:
Try to focus on using the term “Yes,
and…” where you build upon each other’s
thoughts without using the word “no.”
Someone should serve as a facilitator of
these exercises to ensure that the group
mind is being led down a constructive path.
Be prepared to record the session and to
ensure that all team members are actively
participating in the exercise.
Do not edit any participant’s thoughts
during the brainstorm session (save that
for the debriefing period).
15
sticky-notebrainstorming
One of the best ways to get employees out of the mindset of “this is how it is” and into one of “this is
what’s possible,” is to use interactive, improvisational exercises intended to stimulate creativity.
The science of brainstorming tells us that individuals should spend time generating ideas on their
own, while groups should be used to critique, improve, and select the ideas. Here’s a seven-step
approach that Jay Acunzo, Vice President of Platform at NextView Ventures, recommends for
balancing creative and strategic thought in your brainstorming sessions:
Establish a single meeting leader.
Write or display a problem statement on the wall. This statement is the reason you’re
meeting, and it should be written from the POV of your buyer, not your company.
Give each individual a stack of sticky notes.
16
Ask the individuals to take a specific amount of time to write as many ideas as possible
to solve the problem statement on the board. Write only one idea per sticky note.
Collect and arrange the sticky notes: Ask for one volunteer to read a sticky note and
place it on the board. Next, ask if anyone else had identical or very similar ideas. If so,
group their sticky notes on the board with the first one. Then, have the volunteer read her
second idea, and repeat the process until she’s out of notes. Then move on to the next
person, and repeat the process until everyone has had a chance to share their ideas.
Give a final call for additional ideas: If any great new ideas result from the notes that were
discussed, write them on a sticky note and add them to the board.
Use the group format to vote on, improve, and select the best ideas.
17
“If it doesn’t sell,
it isn’t creative.”
—DAVID OGILVY
turningcreativity
intocontent
17
18
As John Cleese said, once you have ideas, you can then switch over to “closed mode” to
decide which ideas are worth working on, and which won’t speak to your content goals.
Jay Acunzo says he relies on one question to determine whether an idea would ultimately
be worth producing as a piece of content:
Will this piece of content save our
audience time, money, or both?
If the answer is no, consider killing it, or at least putting it on the back burner.
19
followtheformat
Though the idea is to be unique and unrestricted when developing content ideas, there are
a few formats that can be used to help you channel that free-form creativity into strategic
content that benefits your target audience:
Workbooks, playbooks, and blueprints:
Examine your competitors’ content, think
about ways to make that content more
actionable, and package the very specific steps
that are involved into a foolproof PDF format
that is easily distributed.
Project templates: Line up all the steps your
buyer takes to complete his or her daily tasks,
and list ideas for resources that can replace or
remove those tasks.
Collections of free assets: Identify the small,
annoying parts of a process that feel repetitive
and curate or create a package of free assets
your audience can return to time after time.
Reporting templates: Whether they’re
presenting data to their bosses and/or their
teams or are just trying to keep themselves
honest, most B2B audiences could find some
kind of value in working with templates
like these.
Educational videos with info capture: The
goal is to save your audience time by delivering
knowledge in segments that are quicker and
more snackable than really long eBooks.
Interactive tools and apps: Mock up the exact
steps a user would take to complete a relevant
task, and shop the idea to developers, product
teammates, and potential users. 
20
Getoutsideperspectives
Sometimes you can eliminate creative pressure simply by asking customers and prospects
what kind of content they want and how they want it delivered. Brad Shorr suggests a few
ways to weave them into the process:
Initiate a customer
roundtable discussion
session that meets
periodically to critique past
content and brainstorm on
new topics.
Conduct one-on-one
phone interviews with
loyal customers to get
their ideas.
Insert links to surveys on
various content pieces to
elicit immediate feedback
on the value they provide
and how creatively they
provide it.
Email surveys that ask
for content suggestions
and/or evaluations and
opinions of previous
content.
Ask your customers to
share their preferred
content formats — video,
text, etc.
Mine customer inquiries
and FAQs for additional
topic ideas that
speak directly to their
informational needs
and interests.
21
“Writing about a writer’s
block is better than
not writing at all.”
—CHARLES BUKOWSKI
conqueringcreativeblock
21
22
What if you don’t consider yourself to be a naturally creative person, or often find that your
brainstorming efforts are still not producing enough actionable ideas?
To get yourself out of a creative rut, CMI’s Michele Linn suggests trying some of these ideas for
inspiration:
Become a student of visual design: You don’t need to be a design expert to be
considered creative, but it never hurts to pay greater attention to visual content
examples, and share them with your design team to get the ideas flowing.
Realize there are different types of creativity: Stop thinking of yourself (or any
of your team members) as a person who is not creative; instead, spend that energy
finding where your creativity lies, and then look for a way to use that in your content
creation efforts.
Exercise your creative muscles: Do something outside of your comfort zone. Don’t
be afraid to travel “down a rabbit hole” once in awhile and see where it leads you.
The more open you are to exploring creative potential, the more prepared you’ll be to
channel the creativity you find along the way.
23
Foster the pursuit of passions unrelated to marketing: 
Even your everyday interactions can likely give you
some “Aha! moments,” if you’re open to them.
Sleep on it: Though we often rush to produce
creative solutions in quick bursts of immediate
output, sometimes it’s best to let ideas
simmer so your mind can process them.
Want additional ideas?
Read 10 Ways to Inspire Your Inner Content Creator.
24
getinspired:
“Inspiring content sends you on a quest. Useful content helps me choose. Entertaining
content drives loyalty.” —Content Marketing World 2014 Keynote Speaker Andrew Davis
In his Moments of Inspiration #CMWorld Twitter Chat, Andrew Davis asked the community, “What
inspires you to be more creative?” Here are some of the great ideas and inspirations that were shared:
Connect. Discuss. Rely on your community — no
shame in curating/crowd sourcing ideas!
—Ben Heyman
I’m a talker, so a good conversation is always a
great starting point for inspiration. Enthusiasm is
contagious! —Erin Palmer
Old #TedTalks are great for inspiration on topics
and ideas as the talk might be old but usually
logic is spot on! —Brian Fanzo
For content inspiration I have imaginary
conversations with specific prospective clients.
—Linda Dessau
Take a step back  try something completely new.
It’ll clear your mind  give you a fresh perspective.
—Athulya Vanchinathan
The smallest thing can be an inspiration. If you’re
only looking for grand stories, you’re missing many
opportunities. —Stephen Abbott
I save brand blogs/posts/quotes I like in @pocket
and look back to them if I need inspiration before I
start writing. —Molly Buccini
REGISTER TODAY!
www.contentmarketingworld.com
#CMWorld
getmorecreativecontent
marketinginspiration
John Cleese will be a Keynote Speaker
at Content Marketing World 2015
September 8-11, 2015
Cleveland, OH, USA

More Related Content

Viewers also liked

The Creative Method v2
The Creative Method v2The Creative Method v2
The Creative Method v2
Jason Theodor
 
Getting Information through HTML Forms
Getting Information through HTML FormsGetting Information through HTML Forms
Getting Information through HTML Forms
Mike Crabb
 
Joanna Lord_SearchLove San Diego 2013_How to Build Brand Evangelists
Joanna Lord_SearchLove San Diego 2013_How to Build Brand EvangelistsJoanna Lord_SearchLove San Diego 2013_How to Build Brand Evangelists
Joanna Lord_SearchLove San Diego 2013_How to Build Brand Evangelists
Distilled
 
Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Mar...
Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Mar...Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Mar...
Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Mar...
Distilled
 
Infographic presentation-acerocket
Infographic presentation-acerocketInfographic presentation-acerocket
Infographic presentation-acerocket
ARC Design
 
ISPO Academy Munich 2015 - International E-Commerce Strategies for Brands
ISPO Academy Munich 2015 - International E-Commerce Strategies for BrandsISPO Academy Munich 2015 - International E-Commerce Strategies for Brands
ISPO Academy Munich 2015 - International E-Commerce Strategies for Brands
Henning Heesen
 
Beyond Lead Generation: How to Close the Sale Online and Grow your B2B e-Comm...
Beyond Lead Generation: How to Close the Sale Online and Grow your B2B e-Comm...Beyond Lead Generation: How to Close the Sale Online and Grow your B2B e-Comm...
Beyond Lead Generation: How to Close the Sale Online and Grow your B2B e-Comm...
Joe Rawlinson
 
Building an international e-commerce business
Building an international e-commerce businessBuilding an international e-commerce business
Building an international e-commerce business
Gary Murray
 
The Youth Media Agency: Creative media campaigns
The Youth Media Agency: Creative media campaignsThe Youth Media Agency: Creative media campaigns
The Youth Media Agency: Creative media campaigns
Helen Ball
 
Interactive Agency oN Presentation 2009
Interactive Agency oN Presentation 2009Interactive Agency oN Presentation 2009
Interactive Agency oN Presentation 2009
leobr310
 
SCARLET DIGITAL COMPANY PROFILE
SCARLET DIGITAL COMPANY PROFILE SCARLET DIGITAL COMPANY PROFILE
SCARLET DIGITAL COMPANY PROFILE
Scarlet Digital Kenya
 
Articul agency presentation
Articul agency presentationArticul agency presentation
Articul agency presentation
Denis Slabakov
 
Trumpet / Brand is music / Agency presentation
Trumpet / Brand is music / Agency presentationTrumpet / Brand is music / Agency presentation
Trumpet / Brand is music / Agency presentation
TrumpetSerbia
 
Energize Shanghai agency presentation
Energize Shanghai agency presentationEnergize Shanghai agency presentation
Energize Shanghai agency presentation
Energize Shanghai
 
More Than Hair, Nails & Makeup
More Than Hair, Nails & MakeupMore Than Hair, Nails & Makeup
More Than Hair, Nails & Makeup
Hannah Slaughter
 
Social Media and Social Networking Town Hall Discussion - William Toll at Pro...
Social Media and Social Networking Town Hall Discussion - William Toll at Pro...Social Media and Social Networking Town Hall Discussion - William Toll at Pro...
Social Media and Social Networking Town Hall Discussion - William Toll at Pro...
ProductCamp Boston
 
Reuse, recycle, reduce: exploiting existing metadata at National Library of S...
Reuse, recycle, reduce: exploiting existing metadata at National Library of S...Reuse, recycle, reduce: exploiting existing metadata at National Library of S...
Reuse, recycle, reduce: exploiting existing metadata at National Library of S...
Gill Hamilton
 
7 waterwonderen pr2 skills masters
7 waterwonderen pr2 skills masters7 waterwonderen pr2 skills masters
7 waterwonderen pr2 skills mastersElse Boutkan
 
Trabajando con responsabilidad social
Trabajando con responsabilidad social Trabajando con responsabilidad social
Trabajando con responsabilidad social
Dra. Roxana Silva Ch.
 
Implantes Cocleares
Implantes CoclearesImplantes Cocleares

Viewers also liked (20)

The Creative Method v2
The Creative Method v2The Creative Method v2
The Creative Method v2
 
Getting Information through HTML Forms
Getting Information through HTML FormsGetting Information through HTML Forms
Getting Information through HTML Forms
 
Joanna Lord_SearchLove San Diego 2013_How to Build Brand Evangelists
Joanna Lord_SearchLove San Diego 2013_How to Build Brand EvangelistsJoanna Lord_SearchLove San Diego 2013_How to Build Brand Evangelists
Joanna Lord_SearchLove San Diego 2013_How to Build Brand Evangelists
 
Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Mar...
Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Mar...Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Mar...
Brian Clark_SearchLove San Diego_A Strategic Approach to Creative Content Mar...
 
Infographic presentation-acerocket
Infographic presentation-acerocketInfographic presentation-acerocket
Infographic presentation-acerocket
 
ISPO Academy Munich 2015 - International E-Commerce Strategies for Brands
ISPO Academy Munich 2015 - International E-Commerce Strategies for BrandsISPO Academy Munich 2015 - International E-Commerce Strategies for Brands
ISPO Academy Munich 2015 - International E-Commerce Strategies for Brands
 
Beyond Lead Generation: How to Close the Sale Online and Grow your B2B e-Comm...
Beyond Lead Generation: How to Close the Sale Online and Grow your B2B e-Comm...Beyond Lead Generation: How to Close the Sale Online and Grow your B2B e-Comm...
Beyond Lead Generation: How to Close the Sale Online and Grow your B2B e-Comm...
 
Building an international e-commerce business
Building an international e-commerce businessBuilding an international e-commerce business
Building an international e-commerce business
 
The Youth Media Agency: Creative media campaigns
The Youth Media Agency: Creative media campaignsThe Youth Media Agency: Creative media campaigns
The Youth Media Agency: Creative media campaigns
 
Interactive Agency oN Presentation 2009
Interactive Agency oN Presentation 2009Interactive Agency oN Presentation 2009
Interactive Agency oN Presentation 2009
 
SCARLET DIGITAL COMPANY PROFILE
SCARLET DIGITAL COMPANY PROFILE SCARLET DIGITAL COMPANY PROFILE
SCARLET DIGITAL COMPANY PROFILE
 
Articul agency presentation
Articul agency presentationArticul agency presentation
Articul agency presentation
 
Trumpet / Brand is music / Agency presentation
Trumpet / Brand is music / Agency presentationTrumpet / Brand is music / Agency presentation
Trumpet / Brand is music / Agency presentation
 
Energize Shanghai agency presentation
Energize Shanghai agency presentationEnergize Shanghai agency presentation
Energize Shanghai agency presentation
 
More Than Hair, Nails & Makeup
More Than Hair, Nails & MakeupMore Than Hair, Nails & Makeup
More Than Hair, Nails & Makeup
 
Social Media and Social Networking Town Hall Discussion - William Toll at Pro...
Social Media and Social Networking Town Hall Discussion - William Toll at Pro...Social Media and Social Networking Town Hall Discussion - William Toll at Pro...
Social Media and Social Networking Town Hall Discussion - William Toll at Pro...
 
Reuse, recycle, reduce: exploiting existing metadata at National Library of S...
Reuse, recycle, reduce: exploiting existing metadata at National Library of S...Reuse, recycle, reduce: exploiting existing metadata at National Library of S...
Reuse, recycle, reduce: exploiting existing metadata at National Library of S...
 
7 waterwonderen pr2 skills masters
7 waterwonderen pr2 skills masters7 waterwonderen pr2 skills masters
7 waterwonderen pr2 skills masters
 
Trabajando con responsabilidad social
Trabajando con responsabilidad social Trabajando con responsabilidad social
Trabajando con responsabilidad social
 
Implantes Cocleares
Implantes CoclearesImplantes Cocleares
Implantes Cocleares
 

Similar to Content Marketing Inspiration From John Cleese And Other Creative Innovators

Creativity & Innovation
Creativity & InnovationCreativity & Innovation
Creativity & Innovation
Arpita Kar
 
COPYWRITING - Idea Generation Techniques
COPYWRITING - Idea Generation TechniquesCOPYWRITING - Idea Generation Techniques
COPYWRITING - Idea Generation Techniques
M.V.L.U. COLLEGE
 
Initiating Creative Design by Brainstorming
Initiating Creative Design by BrainstormingInitiating Creative Design by Brainstorming
Initiating Creative Design by Brainstorming
Naseel Ibnu Azeez
 
"Field Guide to Human-Centered Design: A Practical Handbook for Innovative So...
"Field Guide to Human-Centered Design: A Practical Handbook for Innovative So..."Field Guide to Human-Centered Design: A Practical Handbook for Innovative So...
"Field Guide to Human-Centered Design: A Practical Handbook for Innovative So...
Freelance, self-employed
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
Jorge Calmett
 
The Field Guide to Human-Centered DesignBy IDE.docx
The Field Guide to Human-Centered DesignBy IDE.docxThe Field Guide to Human-Centered DesignBy IDE.docx
The Field Guide to Human-Centered DesignBy IDE.docx
arnoldmeredith47041
 
The Field Guide to Human-Centered DesignBy IDE.docx
The Field Guide to Human-Centered DesignBy IDE.docxThe Field Guide to Human-Centered DesignBy IDE.docx
The Field Guide to Human-Centered DesignBy IDE.docx
todd771
 
How to boost your creativity
How to boost your creativityHow to boost your creativity
How to boost your creativity
edsonmnyambo
 
CREATIVITY Skill
CREATIVITY SkillCREATIVITY Skill
CREATIVITY Skill
Emanuele Musa
 
Creativity - Pic.Sell
Creativity - Pic.SellCreativity - Pic.Sell
Creativity - Pic.Sell
Dalia Ayman Ahmed
 
IDEO - Field Guide To Human Centered Design
IDEO - Field Guide To Human Centered DesignIDEO - Field Guide To Human Centered Design
IDEO - Field Guide To Human Centered Design
projectoxygen
 
Field Guide to Human-Centered Design
Field Guide to Human-Centered DesignField Guide to Human-Centered Design
Field Guide to Human-Centered Design
Jonathan Dunnemann
 
creativity and innovation
creativity and innovationcreativity and innovation
creativity and innovation
iqra mobeen
 
Creative approach to problem sloving
Creative approach to problem slovingCreative approach to problem sloving
Creative approach to problem sloving
Venkatesh D
 
Creative Behaviour - BA2011
Creative Behaviour - BA2011Creative Behaviour - BA2011
Creative Behaviour - BA2011
IIBA UK Chapter
 
deloitte-cn-mmp-pre-reading-design-thinking-participant-fy19-en-181106.pdf
deloitte-cn-mmp-pre-reading-design-thinking-participant-fy19-en-181106.pdfdeloitte-cn-mmp-pre-reading-design-thinking-participant-fy19-en-181106.pdf
deloitte-cn-mmp-pre-reading-design-thinking-participant-fy19-en-181106.pdf
Dharam Mentor
 
Managing Creativity
Managing CreativityManaging Creativity
Managing Creativity
Imraan Muslim
 
Rapid Prototyping Learning LaunchVisualization Journey Map.docx
Rapid Prototyping Learning LaunchVisualization Journey Map.docxRapid Prototyping Learning LaunchVisualization Journey Map.docx
Rapid Prototyping Learning LaunchVisualization Journey Map.docx
audeleypearl
 
Creativity Tools and Techniques
Creativity Tools and TechniquesCreativity Tools and Techniques
Creativity Tools and Techniques
Dr. Mitesh J. Patel
 
Be a creative leader
Be a creative leaderBe a creative leader

Similar to Content Marketing Inspiration From John Cleese And Other Creative Innovators (20)

Creativity & Innovation
Creativity & InnovationCreativity & Innovation
Creativity & Innovation
 
COPYWRITING - Idea Generation Techniques
COPYWRITING - Idea Generation TechniquesCOPYWRITING - Idea Generation Techniques
COPYWRITING - Idea Generation Techniques
 
Initiating Creative Design by Brainstorming
Initiating Creative Design by BrainstormingInitiating Creative Design by Brainstorming
Initiating Creative Design by Brainstorming
 
"Field Guide to Human-Centered Design: A Practical Handbook for Innovative So...
"Field Guide to Human-Centered Design: A Practical Handbook for Innovative So..."Field Guide to Human-Centered Design: A Practical Handbook for Innovative So...
"Field Guide to Human-Centered Design: A Practical Handbook for Innovative So...
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
 
The Field Guide to Human-Centered DesignBy IDE.docx
The Field Guide to Human-Centered DesignBy IDE.docxThe Field Guide to Human-Centered DesignBy IDE.docx
The Field Guide to Human-Centered DesignBy IDE.docx
 
The Field Guide to Human-Centered DesignBy IDE.docx
The Field Guide to Human-Centered DesignBy IDE.docxThe Field Guide to Human-Centered DesignBy IDE.docx
The Field Guide to Human-Centered DesignBy IDE.docx
 
How to boost your creativity
How to boost your creativityHow to boost your creativity
How to boost your creativity
 
CREATIVITY Skill
CREATIVITY SkillCREATIVITY Skill
CREATIVITY Skill
 
Creativity - Pic.Sell
Creativity - Pic.SellCreativity - Pic.Sell
Creativity - Pic.Sell
 
IDEO - Field Guide To Human Centered Design
IDEO - Field Guide To Human Centered DesignIDEO - Field Guide To Human Centered Design
IDEO - Field Guide To Human Centered Design
 
Field Guide to Human-Centered Design
Field Guide to Human-Centered DesignField Guide to Human-Centered Design
Field Guide to Human-Centered Design
 
creativity and innovation
creativity and innovationcreativity and innovation
creativity and innovation
 
Creative approach to problem sloving
Creative approach to problem slovingCreative approach to problem sloving
Creative approach to problem sloving
 
Creative Behaviour - BA2011
Creative Behaviour - BA2011Creative Behaviour - BA2011
Creative Behaviour - BA2011
 
deloitte-cn-mmp-pre-reading-design-thinking-participant-fy19-en-181106.pdf
deloitte-cn-mmp-pre-reading-design-thinking-participant-fy19-en-181106.pdfdeloitte-cn-mmp-pre-reading-design-thinking-participant-fy19-en-181106.pdf
deloitte-cn-mmp-pre-reading-design-thinking-participant-fy19-en-181106.pdf
 
Managing Creativity
Managing CreativityManaging Creativity
Managing Creativity
 
Rapid Prototyping Learning LaunchVisualization Journey Map.docx
Rapid Prototyping Learning LaunchVisualization Journey Map.docxRapid Prototyping Learning LaunchVisualization Journey Map.docx
Rapid Prototyping Learning LaunchVisualization Journey Map.docx
 
Creativity Tools and Techniques
Creativity Tools and TechniquesCreativity Tools and Techniques
Creativity Tools and Techniques
 
Be a creative leader
Be a creative leaderBe a creative leader
Be a creative leader
 

More from Content Marketing Institute

2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief
Content Marketing Institute
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Content Marketing Institute
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Content Marketing Institute
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Content Marketing Institute
 
Content Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling SurveyContent Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling Survey
Content Marketing Institute
 
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
Cooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteCooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing Institute
Content Marketing Institute
 
2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey
Content Marketing Institute
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Content Marketing Institute
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Content Marketing Institute
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
CMWorld Bingo
CMWorld BingoCMWorld Bingo
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
Content Marketing Institute
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Content Marketing Institute
 
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsManufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Content Marketing Institute
 
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
Content Marketing Institute
 
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Content Marketing Institute
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
Content Marketing Institute
 

More from Content Marketing Institute (20)

2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
 
Content Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling SurveyContent Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling Survey
 
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Cooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteCooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing Institute
 
2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
CMWorld Bingo
CMWorld BingoCMWorld Bingo
CMWorld Bingo
 
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
 
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsManufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
 
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
 
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
 

Recently uploaded

Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
Lauren Polinsky
 
Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...
DilanThennakoon
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
InstBlast Marketing
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginnerLearn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
MichaelGiles34
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
Ishaaq6
 
AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024
Amanda Farrell
 
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
Bertie Birchfield
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Amsive
 
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxMindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
elizabethella096
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
JimWilliams206540
 
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
complete knowledge
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Search Engine Journal
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
1Solutions Pvt. Ltd.
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
WilliamZinsmeister
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
huyenngo62
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
vishc81
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
Omnama Fashions
 

Recently uploaded (20)

Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
 
Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
 
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginnerLearn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
 
What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.What Software is Used in Marketing in 2024.
What Software is Used in Marketing in 2024.
 
AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024
 
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
 
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxMindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
 
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
 

Content Marketing Inspiration From John Cleese And Other Creative Innovators

  • 1. 1 CREATIVE CONTENT MARKETING INSPIRATION from John Cleese and Other Creative Innovators CONTENT MARKETING INSPIRATION And Now for Something Completely Creative: from John Cleese and Other Creative Innovators
  • 2. Telling people how to be creative is easy —  it’s only being it that’s difficult. —JOHN CLEESE Whatiscreativity? 2
  • 3. 3 In his world-renowned talk on the origins of creativity, legendary actor and comedian John Cleese asserted that creativity simply cannot be explained. “It’s literally inexplicable,” he said. But fear not, content marketers. If you’ve ever felt like the holy grail of creativity was beyond your grasp, Cleese also shared some encouraging words on what creativity is not: Anyone can learn to bring more creativity into their content marketing efforts. Sometimes all it takes is passion, the right frame of mind... and a few of the tricks we’ve compiled here. “Creativity is not a talent — it’s a way of operating... Creativity is not an ability that you either have or do not have. It is... absolutely unrelated to IQ.”
  • 4. 4 Creativity is the skill necessary to differentiate your content. It’s the innovative spark that helps your brand stand out to your audience. —JONATHAN MILDENHALL WHYdoyouneedcreativity incontentmarketing? 4
  • 5. 5 When he was VP of Global Advertising Strategy and Content Excellence at Coca-Cola, Jonathan Mildenhall championed a concept he calls The 10 Percent: “It’s spending one-tenth of our time and resources on the wild, the crazy, the seemingly unrealistic ideas we have, and making them part of our content marketing strategy.” Mildenhall said that, when executed, these highly successful programs turned out to be among the least expensive and least time-intensive of all the content marketing that Coca-Cola was creating and distributing.
  • 6. 6 Learn the rules like a pro, so you can break them like an artist. —PABLO PICASSO Whatdoesittake tobecreative? 6
  • 7. 7 John Cleese described the way people function at work in terms of two modes of thinking: open and closed. Optimally, creative workers need to be able to leverage both modes — each one at the appropriate time in the creative process: Relaxed, expansive, contemplative, inclined to humor, playful. This allows natural creativity to surface. Active but impatient, tense, and purposeful. Creativity is not possible in closed mode; however, closed mode is essential for organizing your ideas and deciding how to implement them in a meaningful way. Open: Closed:
  • 8. 8 Designateanideapersontoleadyourteamefforts Individuals who are naturally creative are ideally suited to developing (and filtering) creative concepts with a focus on strategic goals: What topics are in demand among our target audiences? Are there new ways in which we can approach old topics? What great ideas can we adapt to our industry’s needs? What terrible ideas should we avoid or discontinue? How can we create interest and action without even mentioning (or barely mentioning) our products and services? How can we expose more people to our content?
  • 9. 9 Be creativeasateam “It’s easier to be creative if you have other people to play with.” —John Cleese Though individual creativity is a great asset for an organization to be able to tap into, many organizations have come to rely on creative teams. A creative team should have nothing to do with rank, department, or job responsibility. According to Straight North’s Brad Shorr, creativity is all about chemistry, and it’s just as likely for a shipping clerk and an engineer to crank out creative ideas as for two marketing professionals to do so — provided they are the right two people.
  • 10. 10 increasecreativeouTput “Leadership is a key driver of creativity.”—Dr. Tomas Chamorro-Premuzic In an article in Harvard Business Review, Metaprofiling.com Co-founder Dr. Tomas Chamorro- Premuzic offered three basic suggestions managers can follow to boost the creative output of their teams: Balance differences and similarities: High-performing teams tend to be similar in their values (they are all motivated and driven by the same things) but different in their styles (they have different personalities, skills, and backgrounds). Avoid having too many “creatives”: Although idea generators are critical to any creative team, their ideas will only be implemented if the team also includes people who love execution, think pragmatically, pay attention to details, and can help to transform raw ideas into actual innovations. Embrace failure: Too many managers and companies pretend to embrace creativity, but they don’t care enough to do what it takes to support it [within the organization]. If you are not prepared to risk failure when you are experimenting, your employees’ efforts will never truly be creative.
  • 11. 11 “I think everybody [who] is trying to communicate [should] go into stand-up comedy because [it takes you] out of your mind. Instead of thinking about, ‘Here’s what I want to say,’ you’re always thinking about, ‘Here’s what the audience will hear’ and you really scrutinize.” —TIM WASHER, SENIOR MARKETING MANAGER, CISCO thecreativeprocess 11
  • 12. 12 According to John Cleese, creating certain conditions makes us more likely to produce open-mode thinking (i.e., where creativity occurs): Space: Seal yourself off from distractions and the usual pressures to perform; create an oasis of quiet for creativity. Time: Create that space for a specific period of time, and tolerate the racing thoughts and anxiety about the practical tasks you need to do outside your creative space (eventually your mind will quiet back down again). Time (again): Ponder solutions to a problem for as long as you possibly can —learn to tolerate the unease and discomfort that come from not having solved the problem yet. Confidence: You can’t be “spontaneous within reason.” Don’t cave in to the fear of making a mistake because in the creative “open” mode mistakes don’t exist. Humor: This takes us from closed to open mode more quickly than anything else can.
  • 13. 13 maketheprocessworkforyourteam Even if you can’t devote all your time to creativity, you can make your existing content marketing processes more creative by fostering a culture of creativity in your organization: Don’t expect to be creative on a set schedule: A good creative process enables the writing team to meet whenever and wherever inspiration strikes — not just when there’s a deadline looming. Keep a notebook within reach at all times: Breakthrough ideas come at any time of day or night, and if you don’t write them down immediately, chances are good you’ll forget them by the time you need them. Get out of the office: Certain atmospheres — for example, a coffee house, a botanical garden, or even a park bench — can be particularly helpful for clearing your mental cobwebs and stirring creative energy.
  • 14. 14 generating creativeideas “Having a new idea is connecting two hitherto separate ideas in a way that generates new meaning.” —John Cleese In the world of content marketing, the creative process usually starts with a brainstorm of ideas. Before getting started on any brainstorm session, PwC Experience Center’s Frank McDade recommends that content marketers set some basic ground rules: Try to focus on using the term “Yes, and…” where you build upon each other’s thoughts without using the word “no.” Someone should serve as a facilitator of these exercises to ensure that the group mind is being led down a constructive path. Be prepared to record the session and to ensure that all team members are actively participating in the exercise. Do not edit any participant’s thoughts during the brainstorm session (save that for the debriefing period).
  • 15. 15 sticky-notebrainstorming One of the best ways to get employees out of the mindset of “this is how it is” and into one of “this is what’s possible,” is to use interactive, improvisational exercises intended to stimulate creativity. The science of brainstorming tells us that individuals should spend time generating ideas on their own, while groups should be used to critique, improve, and select the ideas. Here’s a seven-step approach that Jay Acunzo, Vice President of Platform at NextView Ventures, recommends for balancing creative and strategic thought in your brainstorming sessions: Establish a single meeting leader. Write or display a problem statement on the wall. This statement is the reason you’re meeting, and it should be written from the POV of your buyer, not your company. Give each individual a stack of sticky notes.
  • 16. 16 Ask the individuals to take a specific amount of time to write as many ideas as possible to solve the problem statement on the board. Write only one idea per sticky note. Collect and arrange the sticky notes: Ask for one volunteer to read a sticky note and place it on the board. Next, ask if anyone else had identical or very similar ideas. If so, group their sticky notes on the board with the first one. Then, have the volunteer read her second idea, and repeat the process until she’s out of notes. Then move on to the next person, and repeat the process until everyone has had a chance to share their ideas. Give a final call for additional ideas: If any great new ideas result from the notes that were discussed, write them on a sticky note and add them to the board. Use the group format to vote on, improve, and select the best ideas.
  • 17. 17 “If it doesn’t sell, it isn’t creative.” —DAVID OGILVY turningcreativity intocontent 17
  • 18. 18 As John Cleese said, once you have ideas, you can then switch over to “closed mode” to decide which ideas are worth working on, and which won’t speak to your content goals. Jay Acunzo says he relies on one question to determine whether an idea would ultimately be worth producing as a piece of content: Will this piece of content save our audience time, money, or both? If the answer is no, consider killing it, or at least putting it on the back burner.
  • 19. 19 followtheformat Though the idea is to be unique and unrestricted when developing content ideas, there are a few formats that can be used to help you channel that free-form creativity into strategic content that benefits your target audience: Workbooks, playbooks, and blueprints: Examine your competitors’ content, think about ways to make that content more actionable, and package the very specific steps that are involved into a foolproof PDF format that is easily distributed. Project templates: Line up all the steps your buyer takes to complete his or her daily tasks, and list ideas for resources that can replace or remove those tasks. Collections of free assets: Identify the small, annoying parts of a process that feel repetitive and curate or create a package of free assets your audience can return to time after time. Reporting templates: Whether they’re presenting data to their bosses and/or their teams or are just trying to keep themselves honest, most B2B audiences could find some kind of value in working with templates like these. Educational videos with info capture: The goal is to save your audience time by delivering knowledge in segments that are quicker and more snackable than really long eBooks. Interactive tools and apps: Mock up the exact steps a user would take to complete a relevant task, and shop the idea to developers, product teammates, and potential users. 
  • 20. 20 Getoutsideperspectives Sometimes you can eliminate creative pressure simply by asking customers and prospects what kind of content they want and how they want it delivered. Brad Shorr suggests a few ways to weave them into the process: Initiate a customer roundtable discussion session that meets periodically to critique past content and brainstorm on new topics. Conduct one-on-one phone interviews with loyal customers to get their ideas. Insert links to surveys on various content pieces to elicit immediate feedback on the value they provide and how creatively they provide it. Email surveys that ask for content suggestions and/or evaluations and opinions of previous content. Ask your customers to share their preferred content formats — video, text, etc. Mine customer inquiries and FAQs for additional topic ideas that speak directly to their informational needs and interests.
  • 21. 21 “Writing about a writer’s block is better than not writing at all.” —CHARLES BUKOWSKI conqueringcreativeblock 21
  • 22. 22 What if you don’t consider yourself to be a naturally creative person, or often find that your brainstorming efforts are still not producing enough actionable ideas? To get yourself out of a creative rut, CMI’s Michele Linn suggests trying some of these ideas for inspiration: Become a student of visual design: You don’t need to be a design expert to be considered creative, but it never hurts to pay greater attention to visual content examples, and share them with your design team to get the ideas flowing. Realize there are different types of creativity: Stop thinking of yourself (or any of your team members) as a person who is not creative; instead, spend that energy finding where your creativity lies, and then look for a way to use that in your content creation efforts. Exercise your creative muscles: Do something outside of your comfort zone. Don’t be afraid to travel “down a rabbit hole” once in awhile and see where it leads you. The more open you are to exploring creative potential, the more prepared you’ll be to channel the creativity you find along the way.
  • 23. 23 Foster the pursuit of passions unrelated to marketing:  Even your everyday interactions can likely give you some “Aha! moments,” if you’re open to them. Sleep on it: Though we often rush to produce creative solutions in quick bursts of immediate output, sometimes it’s best to let ideas simmer so your mind can process them. Want additional ideas? Read 10 Ways to Inspire Your Inner Content Creator.
  • 24. 24 getinspired: “Inspiring content sends you on a quest. Useful content helps me choose. Entertaining content drives loyalty.” —Content Marketing World 2014 Keynote Speaker Andrew Davis In his Moments of Inspiration #CMWorld Twitter Chat, Andrew Davis asked the community, “What inspires you to be more creative?” Here are some of the great ideas and inspirations that were shared: Connect. Discuss. Rely on your community — no shame in curating/crowd sourcing ideas! —Ben Heyman I’m a talker, so a good conversation is always a great starting point for inspiration. Enthusiasm is contagious! —Erin Palmer Old #TedTalks are great for inspiration on topics and ideas as the talk might be old but usually logic is spot on! —Brian Fanzo For content inspiration I have imaginary conversations with specific prospective clients. —Linda Dessau Take a step back try something completely new. It’ll clear your mind give you a fresh perspective. —Athulya Vanchinathan The smallest thing can be an inspiration. If you’re only looking for grand stories, you’re missing many opportunities. —Stephen Abbott I save brand blogs/posts/quotes I like in @pocket and look back to them if I need inspiration before I start writing. —Molly Buccini
  • 25. REGISTER TODAY! www.contentmarketingworld.com #CMWorld getmorecreativecontent marketinginspiration John Cleese will be a Keynote Speaker at Content Marketing World 2015 September 8-11, 2015 Cleveland, OH, USA