The document discusses the process of creating and selling digital marketing assets, emphasizing the importance of understanding business strategy and problem-solving within the content industry. It highlights methods for generating creative ideas and the use of data analysis to determine trending topics. It also references various sources and experts in the field to support content development.

1. How to Create and Sell a
Digital Marketing Asset
@hannahjthorpe

4. generating ideas is
a process, not an
accident

5. Create & Sell Digital Marketing Assets @hannahjthorpe

6. ...understand the business strategy

7. Colonel Tom Kolditz:
Head of Behavioural Science, West Point

8. Commander’s
Intent
Be the lowest cost airline in the US
Business
Tactics
Should we offer an extra bar service each
flight?
Should there be more choice on the menu for
all flights?
Should we provide more leg room for
travellers?
Create & Sell Digital Marketing Assets @hannahjthorpe

9. Problem Solving Content Industry Content Analysis
find data to support an idea

10. What’re people talking about?
Create & Sell Digital Marketing Assets @hannahjthorpe

11. Problem Solving Content
DataMiner
Chrome Extension
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Create & Sell Digital Marketing Assets @hannahjthorpe

12. Problem Solving Content
Educational Value
Must-See
Family Holiday
Create & Sell Digital Marketing Assets @hannahjthorpe

13. Industry Content Analysis
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•
Create & Sell Digital Marketing Assets @hannahjthorpe

14. Create & Sell Digital Marketing Assets @hannahjthorpe

15. Story
Clusters
Source
Materials
Idea
Pipeline
Create & Sell Digital Marketing Assets @hannahjthorpe

16. Develop data into a creative idea

17. •
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Create & Sell Digital Marketing Assets @hannahjthorpe

18. Q & A on
holiday
activities
High Search
Volume
“UNESCO
sites”
High volume
of content
Create & Sell Digital Marketing Assets @hannahjthorpe

19. Create & Sell Digital Marketing Assets @hannahjthorpe

20. Explain, demonstrate, Q &A

21. Create & Sell Digital Marketing Assets @hannahjthorpe

22. Create & Sell Digital Marketing Assets @hannahjthorpe

23. Create & Sell Digital Marketing Assets @hannahjthorpe

24. Create & Sell Digital Marketing Assets @hannahjthorpe

25. Image Credits
Process Commander’s Intent Sell Data Creativity Discussion
Chip Heath & Dan Heath: Made to Stick
Joe Pulizzi: Epic Content Marketing
Rod Judkins: The Art of Creative Thinking
Simon Sinek: https://www.startwithwhy.com/
Avinash Kaushik: http://www.kaushik.net/avinash/web-
analytics-101-definitions-goals-metrics-kpis-
dimensions-targets/#objectives