This document discusses the importance of creativity in content creation. It notes that while data and metrics are useful, focusing only on measurables can destroy creativity and lead to predictable content that does not engage audiences. Truly memorable and impactful content requires taking risks and challenging audiences with new perspectives rather than just giving them what they expect. The document advocates asking questions, challenging assumptions, and creating content that surprises people in order to cut through noise and keep audiences interested over the long run.

1. HI, MY NAME IS JON

2. HI, MY NAME IS JON

3. HI, MY NAME IS JON

4. HI, MY NAME IS JON

5. HI, MY NAME IS JON
TIME, Business Insider, Inc.com, Entrepreneur Magazine,
Upworthy, SF Chronicle, NY Observer etc...

6. THE DEBT OF IMAGINATION
CONTENT MUST BE CREATIVE

7. "Science does not know its debt to imagination."
- Ralph Waldo Emerson

8. WHY DO I CREATE CONTENT?

9. MEDIUM.COM AND CONTENT TODAY

11. BUT ISN’T IT COMMERCIAL? DOESN’T IT NEED TO BE?

12. WE ARE LIVING IN THE DATA CENTURY*

13. DATA CHANGES EVERYTHING.

14. FOR MARKETERS, THAT’S GREAT.
▸ Is the campaign working? Measure it.
▸ Are you reaching the right people? Measure it.
▸ Are you achieving the right CTA? Measure it.

15. THERE ARE WINNERS, AND THERE ARE LOSERS.

16. MOST CONTENT IS PREDICTABLE.

17. AND THAT WORKS. TO SOME DEGREE.
▸ It works because it generates millions of dollars in profits.
▸ It works because people know what they’re getting and it
makes them comfy. Again, this is why I eat cheeseburgers.
▸ But it means that nothing memorable is going to be created.
We’re talking about the McDonald’s happy meal of content.

18. BUT HERE’S THE PROBLEM. NOT EVERYTHING SHOULD BE
MEASURED.

20. I COULD WRITE EVERY POST BY THE NUMBERS.
I now know that if I want to publish a blog post, I can make
sure that I get a whole lot of views and readers every time.
If I write posts that list the top 10 ways to transform your
business through meditation - it’s going to blow up.
I know if I write it in sentence case, if I make it a 4-8 minute
read, if I include 3 pictures, and have 5 punchy 3 line
paragraphs above the fold, it’s going to work for me.

21. I WANT TO TALK ABOUT CONTENT.
If you measure everything, and you know exactly what your content
will do, how and why…you can destroy your creativity. And at the
end of the day, content without creativity is never going to be
important, and it’s never going to work.

22. I WANT TO TALK ABOUT CONTENT.
Because if I wrote every post by those numbers, regardless of how
many clicks I get, I’ll keep writing the same thing, I won’t grow, and
sooner or later my audience will get sick of it and go somewhere
else.

23. FOR STARTUPS, CREATIVITY IS EVEN MORE
IMPORTANT.
Creativity maintains a shaky relationship with the
high-pressure, high-stakes world of fundraising and venture
capital.
It suffers when the spotlight of ROI is shone on it, as it cannot
be measured or quantified, and it’s difficult to highlight the
impact it can have on the bottom line of a young company’s
operations.

24. However, the very concept of the Startup is one that relies
heavily on creativity – it’s the process of creating a concept that
offers an original solution, and then inventing a new business
model to drive it.

25. WHEN YOU’RE LOOKING AT CONTENT FOR A STARTUP, THAT
MATTERS.
▸ I’m talking mostly about digital content, content from a
blogging or marketing perspective.
▸ As a creator, you are trying to be heard in a loud, endless
stream of…noise.
▸ Even if you are heard, predictable content that lacks
creativity isn’t going to stick with anyone.
▸ To be competitive, you have to find a way to stand out.

26. AFTER ALL, WE’RE COMPETING WITH THE WHOLE
WORLD
▸ The 2016 presidential election
▸ The latest tech news
▸ Global news coverage
▸ Every other blogger
▸ Every single video on YouTube
▸ Every tweet, post, snapchat from everyone

27. IT COMES DOWN TO A CLASSIC CONTENT
CHALLENGE.
(This is something that journalists have struggled with for
years.)
▸ Content creators have to find a way to give people what they
need (the right information at the right time)

28. IT COMES DOWN TO A CLASSIC CONTENT
CHALLENGE.
▸ Content creators have to find a way to give people what they
want (the right entertainment at the right time)

29. IT COMES DOWN TO A CLASSIC CONTENT
CHALLENGE.
▸ Content creators have to find a way to create the content
their audience don’t yet know that they want!

30. IT COMES DOWN TO A CLASSIC CONTENT
CHALLENGE.
BUT. Without creativity, there’s no way to meet all three needs.
If you’re building content by data alone, you are only going to
scratch the surface, and meet the basic needs of your readers,
as shown by your spreadsheets and stats.

31. IT COMES DOWN TO A CLASSIC CONTENT
CHALLENGE.
Without creativity as a key component, content cannot reach its
full potential and achieve the necessary level of user
satisfaction and experience.

32. SO WHAT DO WE DO?

33. I’ve had this conversation before.

34. What you give a shit
about
What your audience
gives a shit about
YOUR CONTENT

35. YOU HAVE TO ASK QUESTIONS

36. YOU HAVE TO CHALLENGE
PEOPLE

37. YOU HAVE TO DO WHAT
PEOPLE DON’T WANT

38. YOU HAVE TO DO WHAT
PEOPLE DON’T EXPECT

39. “Curiosity about life in all of its
aspects, I think, is still the secret
of great creative people”
– Leo Burnett

40. Connect...
jon@creatomic.co
Medium.com/@jonwestenberg
www.creatomic.co
www.jonwestenberg.com

41. Connect...