March 7, 2013

Previously, we have discussed the importance of environment in setting up the mood to get our brains to work on its full capacity. Learning to work in an unhurried or new and relaxed surroundings help produce maximum ideation that could bolsters quality content. Now you have the idea. What do you do with it then?

Milling Ideas Into a Deliverable Concept

During brainstorming sessions a simple idea goes through a rigorous process that may involve several tests or measures. And those ideas that are spot on and great enough survive this. Take note that a brainstorming session should be directed at producing the most number of ideas which will amplify content strategy. Often the measure of a great idea is seen through how frequently it can be reversed or altered to create the most number of variations. Variation is important in content. It is what makes a product, in this case digital content, appealing to the audience. Variation ensures that your audience will revisit and they may want more. A curious reader who is satisfied with the content he read will improve return visitor metric, and will even result to a larger audience. How you are able to make variations on content provide for a steady and increasing visitor or viewer flow.

Brainstorming Components

Now we know how important brainstorming session is to ideation srategy, we shall discuss now how we can get most out of these sessions. I have divided the brainstorming components into eight parts. Let us identify first the key elements necessary in a brainstorming process, and talk about them one at a time.

  • The Main Strategy. In every content ideation strategy, there must be a main objective which is shared by all members of the team. They have to be familiar with this goal to be able to produce quality content. Being aligned with this strategy helps to make the team a cohesive unit working on a campaign. A main strategy levels up ideas and contribute to a wide selection of content variation. For example, the campaign is about a cosmetic surgery. The main strategy is “to increase market of 20 to 30 year-old, white collar female who are interested in cosmetic procedures’. Aligning all ideas into this main strategy focuses dynamics and content ideation. For this main goal, an idea may be a video or a series of images describing and promoting beauty enhancements as a way to help improve self-esteem and confidence among young and middle-aged women, strewn among social media and online shopping sites that target the demographic profile.

  • Demographic Data. The need to profile your target market has to be leveraged on available data which is often found in social and other related media. The ideas should be centered on the target audience that is as varied as their preference. Remember that a specific market may have variable preferences so you have to come up with ideas focused on these variables. A 21 year-old fresh graduate may have a different preference from a 35 year-old working mother.

  • Keyword Tools. To optimize keyword search that directs to your content, you can check on keyword tools like grepword and ubersuggest which enhances content creation and make it interesting and somewhat offer a sense of inclusivity. You can literally get thousand of keyword ideas from queries of real people which in turn help you increase content view which then translates into an increase audience share. Using keyword suggestions in your content article from these tools aids in possible maximum search results that can generate more traffic in your campaign website.

Another instrument designed to better surface more defined responses to questions is Google’s Hummingbird update. This tool should generate more traffic for what we had known usually as long-tail. Long-tail has become such an increasingly effective opportunity, especially those leading their digital marketing charge with content creation. The last part of this series will be on my next blog.