In our brave new content-led world, ideas are hard currency. But generating a steady stream of inspiration that can be transformed into effective, shareable social content can be very, very hard work. Many of us simply don’t have enough ideas to fulfil our social media strategies. Or at least, not enough original, interesting and appropriate ideas. This session is all about what to do when your ideas tank is running on empty...

1. 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

2. © Sticky Content Limited

3. © Sticky Content Limited

5. © Sticky Content Limited

6. © Sticky Content Limited

7. © Sticky Content Limited

8. specialises in
© Sticky Content Limited
3 things...

9. © Sticky Content Limited

10. © Sticky Content Limited

11. © Sticky Content Limited

12. What makes a good idea?
© Sticky Content Limited

13. 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…
© Sticky Content Limited

14. “Hello. We do nappies.
Can we help you
choose the right
school for your child?”
© Sticky Content Limited

15. Your
domain
of
expertise
© Sticky Content Limited
Your users’
information
needs

16. So what?

17. 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
© Sticky Content Limited

18. © Sticky Content Limited

19. Cultivate your
subject matter
experts

21. © Sticky Content Limited

22. • 73 blogs,73
keywords
• customer
contact up
600% in one Q
© Sticky Content Limited

23. © Sticky Content Limited

24. © Sticky Content Limited

25. © Sticky Content Limited

26. © Sticky Content Limited

29. © Sticky Content Limited

30. © Sticky Content Limited

31. © Sticky Content Limited

32. Blog and video
• 211,000 page views
• 2,500 inbound links
from top 8 articles
• $2m sales
© Sticky Content Limited

33. © Sticky Content Limited

34. 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
© Sticky Content Limited

35. The fence post blog
• 850% increase in sales
leads since launch.
© Sticky Content Limited

36. © Sticky Content Limited

37. © Sticky Content Limited

38. 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
© Sticky Content Limited

39. Top 5 places people have ideas
1. Shower, bath, bathroom
2. Bed
3. Driving
4. Walking
5. Exercise
© Sticky Content Limited

40. © Sticky Content Limited

41. © Sticky Content Limited

42. © Sticky Content Limited

43. © Sticky Content Limited

44. © Sticky Content Limited

45. © Sticky Content Limited

46. © Sticky Content Limited

47. 47

48. © Sticky Content Limited

49. Format guidelines: Fortune Cookie
job ads
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 dayto-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.
Practical benefits of the role.
Bullet list (up to 10 bullets)
Compelling reasons to choose the
company and explanation of
current need to recruit.
1 paragraph
What’s in it for you?
Why now? Why Fortune
Cookie?
49
© Sticky Content Limited
1 paragraph

50. Reuse, recycle. Slice, dice, curate
© Sticky Content Limited

51. © Sticky Content Limited

52. Blog
post
3rd party site
republish
Retweets
Bookmarks
Trending on
twitter
User
generated
content
Talk
Further thought
pieces
Article
Comments
Bookmarks
© Sticky Content Limited
New ideas for
talks, blog posts

53. © Sticky Content Limited

54. • Email subject
line
© Sticky Content Limited

55. • Homepage teaser
• Tweet
• Related products
link
• Meta description
© Sticky Content Limited

56. • Landing page
snippet / A-Z entry
© Sticky Content Limited

57. • Mobile site
© Sticky Content Limited

58. • Tablet site
© Sticky Content Limited

60. © Sticky Content Limited

61. © Sticky Content Limited

62. |
15
© Title
| Course Sticky Content Limited

63. © Sticky Content Limited

64. Get everyone involved
© Sticky Content Limited

66. 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…
© Sticky Content Limited

67. Top 5 places people have ideas
1. Shower, bath, bathroom
2. Bed
3. Driving
4. Walking
5. Exercise
© Sticky Content Limited

68. Any questions?
dan@stickycontent.co.uk
follow us:
@catherinetoole
@danfielder
@stickycontent
www.stickycontent.com
© Sticky Content Limited