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Content Marketing Ideas: Beware of Imposters

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Ideas can trick us in multiple ways. Some of them sound great, but on closer inspection, they quickly crumble. Others, you’re certain contain something brilliant, but drawing it out feels nigh on impossible. Discover the common pitfalls to avoid, and how to ensure you really have an idea, and not just a nifty headline.

Veröffentlicht in: Marketing
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Content Marketing Ideas: Beware of Imposters

  1. 1. content marketing ideas: beware of imposters by mark johnstone
  2. 2. we make content to gain attention online
  3. 3. for example…
  4. 4. the vocal ranges of the world’s greatest singers
  5. 5. http://www.concerthotels.com/worlds-greatest-vocal-ranges
  6. 6. 111,240 likes 5,079 tweets 772 links 2.2m visits
  7. 7. how quickly tech companies make money
  8. 8. 21,498 likes 5,902 tweets 597 links 162,831 visits https://www.worldpayzinc.com/tech-wealth/
  9. 9. the history of the fortune 500: the rise and fall of the world’s greatest companies
  10. 10. the history of the fortune 500: the rise and fall of the world’s greatest companies actually, that’s not true. we didn’t make this idea. we did pitch it, we did gather the data, and we did visualise it. but then we got stuck.
  11. 11. we ended up staring at graphs like this...
  12. 12. and tables like this... for days!
  13. 13. we thought we might show the change in the industrial landscape over time http://fathom.info/fortune500 : we used this tool to explore the data
  14. 14. but GE has been around the top of the Fortune 500 since the beginning
  15. 15. and so has Ford
  16. 16. HP has risen slowly over time
  17. 17. and Apple has had a rollercoaster ride
  18. 18. but ultimately, what does this really show?
  19. 19. this idea is an imposter! the history of the fortune 500: the rise and fall of the world’s greatest companies imposter! imposter!
  20. 20. it seemed like a good idea, but it wasn’t. we weren’t clear about what we wanted to show. the history of the fortune 500: the rise and fall of the world’s greatest companies imposter! imposter!
  21. 21. 2 things to learn from this… 1. don’t be fooled by a clever-sounding headline
  22. 22. what’s the one thing this shows?
  23. 23. visualising the careers of the world’s famous authors
  24. 24. http://itsallaboutthebooks.uk/infographics/what-age-did-the-greatest-authors-publish-their-most-famous-works/
  25. 25. we had to decide upon the ‘one thing’ to show
  26. 26. we thought about showing how many books each author wrote per year
  27. 27. but we focused on the age they each published their breakthrough book
  28. 28. this turned out to be a good call. more on that shortly...
  29. 29. when focusing on the ‘one thing’ you’re going to show, you don’t necessarily need to show them something new
  30. 30. http://www.concerthotels.com/ipod-visualized-as-vinyl
  31. 31. you can simply show them something in a new light
  32. 32. the fact that ipods hold a lot of songs is not news, but we made it more concrete, and allowed people to wrap their heads round it – to literally get a ‘sense’ of it
  33. 33. sharks kill 12 humans per year humans kill 11,417 sharks per hour
  34. 34. sharks kill 12 humans per year humans kill 11,417 sharks per hour this is a powerful stat, but even more powerful when you can see it http://ripetungi.com/shark-attack/
  35. 35. http://www.infowetrust.com/creative-routines/ http://nymag.com/health/bestdoctors/2014/genius-sleeping-habits-2014-6/
  36. 36. these 2 infographics show the creative routines of famous people, but they don’t make the routines that easy to see. we saw an opportunity to do more...
  37. 37. 39,673 likes 13,763 tweets 737 links 764,439 visits
  38. 38. 39,673 likes 13,763 tweets 737 links 764,439 visits we weren‘t first to this idea. we weren’t even second. but we were still more successful, just by allowing people to see things more clearly https://podio.com/site/creative-routines
  39. 39. why will anyone care? the second question you need to ask
  40. 40. why would anyone care when authors had their breakthrough book?
  41. 41. a lot of people who love reading, secretly harbour the desire to write a book one day
  42. 42. and this piece told them it’s not too late!
  43. 43. we visualised all the previous six nations rugby matches http://www.thomson.co.uk/blog/infographic/rugby/index.html
  44. 44. 31 likes 59 tweets 9 links very few people cared!
  45. 45. 31 likes 59 tweets 9 links why? when it comes to this year’s tournament, very few people care what happened last year
  46. 46. the history of the fortune 500: the rise and fall of the world’s greatest companies imposter! imposter! imposter! imposter! remember our imposter idea?
  47. 47. we said there were things to learn from this… 1. don’t be fooled by a clever-sounding headline
  48. 48. 2. topic + format ≠ idea we said there were things to learn from this…
  49. 49. infographics surveys guides the history of… visualisations these are all formats. they’re not ideas
  50. 50. infographics surveys guides the history of… visualisations this is probably the most dangerous one, because it sounds like you automatically have a story
  51. 51. infographics surveys guides the history of… visualisations simply putting things in chronological order will give you a story, but not necessarily an insightful one
  52. 52. infographics surveys guides the history of… visualisations showing ‘the history of’ could contain a good idea, but you haven’t done the hard work yet…
  53. 53. infographics surveys guides the history of… visualisations let’s look at a few examples of ‘the history of’ – the good and the bad…
  54. 54. http://www.concerthotels.com/100-years-of-rock/
  55. 55. 121,208 likes 8,261 tweets 619 links 542,948 visits the ‘one thing’ this shows is the lines of influence – which genres gave birth to which genres
  56. 56. 121,208 likes 8,261 tweets 619 links 542,948 visits not only can you see the lines of influence – you can hear them too (by clicking each genre to hear a sample)
  57. 57. now let’s take a look at the other extreme…
  58. 58. :/
  59. 59. let’s recap…
  60. 60. the history of the fortune 500: the rise and fall of the world’s greatest companies don’t be fooled by a clever-sounding headline
  61. 61. topic + format ≠ idea
  62. 62. ask yourself the hard questions
  63. 63. what’s the one thing this shows?
  64. 64. why will anyone care?
  65. 65. if you can answer these 2 questions succinctly, you’re more likely to have a clear and compelling idea
  66. 66. this will give you a better chance
  67. 67. of gaining attention online
  68. 68. thank you
  69. 69. @epicgraphic

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