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