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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.

Published in: Marketing
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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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