The document outlines a process for generating content ideas that will engage audiences and generate links. It involves researching the target audience to understand their demographics, interests and online behaviors. Topics are then brainstormed and researched to evaluate feasibility and likelihood of success based on prior coverage and trends. Ideas are tested with the target audience and contacts before developing and launching a full campaign. The goal is to use audience insights to develop high-quality ideas and strategies that resonate.

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Finding your big idea
How to come up with content ideas that will generate links
and engage your audience
Laura Crimmons @lauracrimmons

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Audience Topic Brainstorm Research Test Conquer
PROCESS FOR CA MPA I GN I D EA GEN ER AT I ON

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Finding and
understanding your
audience

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Don’t talk about page views and users.
We’re marketing to people we need to think about them as such.

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Who are they
(demographics)?
Where do they ‘hang
out’ online?
What are they
interested in?
You want to find out the following about your audience:
Therefore, how do I reach and connect with them?

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Paid teams generally have the best audience data as they have to make
sure they’re paying to reach the right people

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Explore:
• Website visitors (segmented)
• Customer/CRM data
• Page likes/engagement

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Explore:
• People talking about you / your
competitors/ keywords online

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Explore:
• People talking about you / your
competitors/ keywords online
• The most shareable content
formats

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Explore:
• Website visitors (segmented)

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Who are they
(demographics)?
• GA/Adwords
(Demographics)
• Facebook
(Demographics/ Household/Purchase)
• Crimson Hexagon
(People – Demographics)
• Media IQ
(Audience - Demographics)
Where do they ‘hang
out’ online?
• Facebook
(Page Likes)
• Crimson Hexagon
(Metrics – Top Sites)
• Buzzsumo
(Most Shared / Content Analysis)
• Media IQ
(Context)
What are they
interested in?
• GA
(Affinity Category)
• Facebook
(Page Likes)
• Crimson Hexagon
(Metrics – Instagram / Explore – Word
Cloud / People – Affinities)
• Buzzsumo
(Most Shared / Content Analysis)
• Media IQ
(Audience – Interests)

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Combine all the insight together to give you the best view, rather than
relying on what one platform/tool tells you

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Researching topic(s)

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The biggest mistake people make is going into brainstorms blind – do the
research first!

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From your audience research, you know the topic(s) you want to create
an idea around – research that more

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What type of campaign is likely to get cut through?
Video: 26%
Infographic: 0%
Study/ Research: 1%
“home workout”: 0%
Scientist/ Nutritionist: 0%
Personal Trainer: 0%
Video: 30%
Infographic: 0%
Study/ Research: 35%
“home workout”: 0%
Scientist/ Nutritionist: 10%
Personal Trainer: 5%
Video: 10%
Infographic: 0%
Study/ Research: 19%
“home workout”: 0%
Scientist/ Nutritionist: 64%
Personal Trainer: 74%

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Site Indexed pages Video pages % video
www.mensfitness.com 28,300 8,080 29%

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Brainstorming
techniques

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Worst idea first / what could we never do?

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Figure Storming

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Word association

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Time Travel

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Teleportation

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Starbursting

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Brainwriting:
108 ideas in 30 minutes

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Share the brief and audience / topic data with the team ahead of the
brainstorm so they have time to digest it

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Researching the ideas

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Do some research to answer these questions…

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Has it been done before?

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If yes, how can you do it better? What value do you add?

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* If you can’t – scrap it!!

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Why will it be successful?

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Steady trends upwards

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Peaks in Jan every year – event tie-in

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Significant social noise / shares

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Who’s going to write about it?

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In Crimson Hexagon I can filter for news/blogs that have written about
my topic

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In Buzzsumo I can export all the articles about my topic to see who’s
written about it

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Anewstip will show me journalists that have tweeted about my topic

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Anewstip will show me journalists that have written about my topic

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What are the potential risks?

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Does it need to launch on a certain date? How feasible are your
timescales?

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Is there a risk the data might not show what you want?

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Will people buy your credibility on the topic?

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Testing the idea will
work

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Don’t invest any time or resource in the campaign until you have positive
feedback it will work from your targets

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Do this with warm contacts or people that have written about the topic
before

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Go forth and conquer!

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Use the knowledge from your audience / topic research to build your
seeding plan – which publications to target, which social channels to
spend on etc

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To summarise…
Audience Topic Brainstorm Research Test Conquer

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Thanks
Laura.Crimmons@branded3.com
@lauracrimmons

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Question Mug
● Any questions?

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