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Bad Ideas Kill Content - How to Generate Better Ideas

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Bad Ideas Kill Content - How to Generate Better Ideas

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One of the primary causes of content failure is bad ideas. And they happen to all of us. In this talk, I discussed why bad ideas happen and what we can do about it.

I've shared some of my favourite ideas generation techniques.

One of the primary causes of content failure is bad ideas. And they happen to all of us. In this talk, I discussed why bad ideas happen and what we can do about it.

I've shared some of my favourite ideas generation techniques.

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Bad Ideas Kill Content - How to Generate Better Ideas

  1. 1. Bad Ideas KILL Content Let’s have better ones. Stacey MacNaught
  2. 2. @staceycav#mancseo
  3. 3. The world is FULL of things that started with absolutely terrible ideas. @staceycav#mancseo
  4. 4. @staceycav#mancseo
  5. 5. @staceycav#mancseo
  6. 6. @staceycav#mancseo
  7. 7. As SEOs, we’ve got a history of ruining stuff too… @staceycav#mancseo
  8. 8. @staceycav#mancseo https://en.wikipedia.org/wiki/File:Nightingale-mortality.jpg
  9. 9. @staceycav#mancseo https://www.britannica.com/science/historical-geography/media/267366/178717
  10. 10. Over a Century Later… @staceycav#mancseo
  11. 11. @staceycav#mancseo
  12. 12. @staceycav#mancseo
  13. 13. @staceycav#mancseo
  14. 14. Wtf is the dinosaur doing here? @staceycav#mancseo
  15. 15. @staceycav#mancseo
  16. 16. We killed the infographic. @staceycav#mancseo
  17. 17. There’s so much CRAPPY content out there. @staceycav#mancseo
  18. 18. @staceycav#mancseo Most articles get no links. https://marketing.buzzsumo.com/link-study/
  19. 19. @staceycav#mancseo And there are LOTS of reasons that happens
  20. 20. But a BIG one is that… @staceycav#mancseo
  21. 21. @staceycav#mancseo
  22. 22. Bad ideas happen to us all. @staceycav#mancseo
  23. 23. “Yes! Let’s have another gin!” @staceycav#mancseo
  24. 24. WHY? @staceycav#mancseo
  25. 25. 1. Bad Briefs @staceycav#mancseo
  26. 26. 2. Bad brainstorming @staceycav#mancseo
  27. 27. If one person is doing all the talking… @staceycav#mancseo
  28. 28. And ideas are in short supply @staceycav#mancseo
  29. 29. Everyone else is desperate for it just to be OVER… @staceycav#mancseo
  30. 30. Mediocre ideas get through the filters. @staceycav#mancseo
  31. 31. 3. Insufficient Ideas @staceycav#mancseo
  32. 32. When you only have 3 or 4 ideas to choose from, the standard is typically lower @staceycav#mancseo
  33. 33. Than if you have 100 to choose from @staceycav#mancseo
  34. 34. 4. Lacking Constructive Criticism @staceycav#mancseo
  35. 35. It’s difficult to tell some people you don’t like their ideas. @staceycav#mancseo
  36. 36. Your boss. Respected colleagues. Friends. Clients. @staceycav#mancseo
  37. 37. So substandard ideas sometimes make it through. @staceycav#mancseo
  38. 38. 5. Insufficient Validation @staceycav#mancseo
  39. 39. It’s easy for the team involved to become blind to the flaws of the project. @staceycav#mancseo
  40. 40. Third party validation is essential @staceycav#mancseo
  41. 41. So, what do we do about it? @staceycav#mancseo
  42. 42. Writing a Solid Brief
  43. 43. The brief gets ignored a LOT @staceycav#mancseo
  44. 44. But needs to include Objectives Audience Examples Limitations @staceycav#mancseo
  45. 45. Better Brainstorming
  46. 46. Not everybody feels comfortable putting their ideas out there for the critique of colleagues @staceycav#mancseo
  47. 47. How many amazing ideas do you miss because your ideation sessions alienate them? @staceycav#mancseo
  48. 48. Offer preparation time @staceycav#mancseo
  49. 49. Consider allowing anonymity @staceycav#mancseo
  50. 50. Getspeakup.com @staceycav#mancseo
  51. 51. Worst Ideas Method @staceycav#mancseo
  52. 52. MORE Ideas
  53. 53. @staceycav#mancseo 635 Brainwriting https://www.staceymacnaught.co.uk/635-brainwriting- method/
  54. 54. @staceycav#mancseo NUF Testing https://www.staceymacnaught.co.uk/nuf-testing/
  55. 55. @staceycav#mancseo NUF Testing https://www.staceymacnaught.co.uk/nuf-testing/ NEW USEFUL FEASIBLE
  56. 56. Keyword Research: What People Want @staceycav#mancseo
  57. 57. Best performing content on BIG publisher websites @staceycav#mancseo
  58. 58. Honest Feedback
  59. 59. Collaborative, not combative. @staceycav#mancseo
  60. 60. It’s not about whether we like someone’s idea, but about whether we believe it will meet the objectives. @staceycav#mancseo
  61. 61. NUF based measurement criteria to stipulate why you don’t think an idea is as strong as it could be. @staceycav#mancseo
  62. 62. Feedback could be anonymous @staceycav#mancseo
  63. 63. Validation
  64. 64. Can’t see the woods for the trees @staceycav#mancseo
  65. 65. @staceycav#mancseo When you’ve convinced others of your idea, it becomes harder to see it objectively yourself. https://www.simplypsychology.org/cognitive- dissonance.html
  66. 66. @staceycav#mancseo Cognitive Dissonance https://www.simplypsychology.org/cognitive- dissonance.html
  67. 67. External validation is essential both early in the process and later @staceycav#mancseo
  68. 68. @staceycav#mancseo
  69. 69. @staceycav#mancseo
  70. 70. @staceycav#mancseo
  71. 71. Keyword Research: What People Want @staceycav#mancseo
  72. 72. Keyword Research is ultimately what validated this piece: @staceycav#mancseo
  73. 73. Keyword Research is ultimately what validated this piece: @staceycav#mancseo
  74. 74. Keyword Research is ultimately what validated this piece: @staceycav#mancseo
  75. 75. External panel of people to sound ideas off @staceycav#mancseo
  76. 76. Including journalists and publishers wherever possible @staceycav#mancseo
  77. 77. Ideation can’t always be a process
  78. 78. Ideas don’t have to happen in an office. And often the best ones don’t. @staceycav#mancseo
  79. 79. Ideas happen in the shower, in your sleep, on a walk… @staceycav#mancseo
  80. 80. Take the ideas your team have on their own seriously. Validate and develop them @staceycav#mancseo
  81. 81. Embrace the “light bulb” moment @staceycav#mancseo

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