think like a journo, act like a spy. how to get great content ideas out of people without them...

Think like a journo, act like a spy...

Or: how to get great content ideas out of people without them noticing

Dan Brotzel @danfielder

@catherinetoole

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specialises in things...3

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What makes a good idea?

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What makes a good idea?

It serves both your users AND your business goals

Not just a theme or topic – it’s got an angle or hook

It can be a new spin on something you’ve already done

It’s something that fits your content niche…

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“Hello. We do nappies. Can we help you choose the right school for your child?”

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Your domain

of expertise

Your users’ information

needs

So what?

© Sticky Content Limited”You are not the idea

Redefin[ing] customer relationships based on serving, educating,

and entertaining customers with content necessitates a shift away

from the “I” of a brand or product toward the “you” of the customer.

Content that is too product- or brand-focused does not travel well

digitally, whereas content that stands on its own merits as

entertainment, storytelling, education will be shared and passed along.

From Content: The New Marketing Equation

Rebecca Lieb, Altimeter

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Cultivate your subject matter experts

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• 73 blogs,73 keywords• customer contact up 600% in one Q

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Blog and video• 211,000 page views • 2,500 inbound links from top 8 articles • $2m sales

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© Sticky Content Limited”Answer a question, grow your content One of our clients that develops an enterprise software

solution has been developing “technology tips” based on

customer service queries for the past two years.

When reviewing analytics last quarter, we realized these

content marketing assets contributed to 5% of the overall

content viewed and 20% of the search queries received.

Derek Edmond, KoMarketing Associates

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The fence post blog • 850% increase in sales leads since launch.

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Think topical

● What’s in the news? In your industry? In the world?

● What’s the seasonal cycle of your business?

● Key dates in your business calendar

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Top 5 places people have ideas

1.Shower, bath, bathroom

2.Bed

3.Driving

4.Walking

5.Exercise

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Section Content Format

Title Job title Title

Standfirst Engaging description of what the person will be doing

1 sentence

We’re looking for… Top-level description of the ideal candidate.

1-2 paragraphs

What’s the role? What the person will be doing day-to-day. The responsibilities and opportunities of the job. 

2-6 short paragraphs

You are someone who… Personal qualities, attitudes and skills of the successful candidate.

Bullet list (up to 10 bullets)

Boxes to tick Necessary experience/qualifications in order to apply for this job.

Bullet list (up to 10 bullets)

What’s in it for you? Practical benefits of the role. 1 paragraph

Why now? Why Fortune Cookie?

Compelling reasons to choose the company and explanation of current need to recruit.

1 paragraph

Format guidelines: Fortune Cookie job ads

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Reuse, recycle. Slice, dice, curate

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Talk

Blog post

Article

Comments

3rd party site republish

User generated content

Retweets

Bookmarks

Further thought pieces

Bookmarks

Trending on twitter

New ideas for talks, blog posts

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• Email subject line

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• Homepage teaser

• Tweet

• Related products link

• Meta description

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• Landing page snippet / A-Z entry

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• Mobile site

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• Tablet site

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© Sticky Content Limited15 February 2011

| Course Title| 62

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Get everyone involved

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Always be thinking and listening

● Overheard in the lift / at the watercooler

● The bath: cradle of great ideas

● Trust that ideas will come

● Who could you interview?

● Often the best ideas are staring you right in the face…

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Top 5 places people have ideas

1.Shower, bath, bathroom

2.Bed

3.Driving

4.Walking

5.Exercise

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Any questions?dan@stickycontent.co.uk

follow us:@catherinetoole@danfielder@stickycontent

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