Category Archives: Create

#21: Make an Idea Bank

Whatever you do, never let even the most insignificant idea slip away.

Put every idea that you can think of – the amazing, off-the-wall, utter crap, and bolts-of-inspiration-in-the-toilet ideas – into your idea bank.

After all, who knows when it might come in handy?

Of course, there are more reasons to keep an idea bank:

  • Don’t lose your intellectual capital. A forgotten idea is gone for good.
  • An idea might seem bad now. But not in the future when technology and attitudes change.
  • Break out of a creative rut by using old ideas or riffing off them.
  • Rejig ideas for different clients or purposes.

So dust off your thinking cap and make your first idea deposit.

Continue reading #21: Make an Idea Bank

#16: What’s Your Content Mix?

I had trouble figuring what to put inside this blog. I knew I wanted to post stuff about content and share what I knew about it.

But should I reblog anything that I saw? Or put up my stories, or just whatever with “Content” in the headlines? I tried and got paralysed by second-guessing: “Would this post work for the blog?”

That was annoying and, frankly idiotic. After all, a content creator should be able to create content about content, right?

That’s when I decided to take a weekend to think about it. And that’s how I got around to structuring a content mix.

During the entire process, my head was entirely wrapped around what content to make and put up. I kept revising, returning to my old ideas, disposing of them and going back again.

It was an absolute mess.

Eventually I came up with a content mix. I realised that it could be broken up into six parts:

Continue reading #16: What’s Your Content Mix?

#11 Making Content Reusable

#13: Making Content Reusable

I’m a huge fan of reusing content.

Sometimes I’d splice video clips into other videos. Or extract bite-sized pieces of information and quotes that I’ll chuck out on Twitter or use in other stories. Or create a wrapper around related stuff – like those “The Best of…” music albums. Or revisit and update old content – like Rough Cuts on Okto.

To paraphrase a bank’s slogan: “Let’s make content work harder!”

But how to…

  1. Reuse content that’s created for a particular audience and medium?
  2. Keep track of different types of content & its reuse possibilities?

It boils down to breaking up, codifying and documenting content.

Continue reading #13: Making Content Reusable

#6 Fact of Interest Postcards Help, not Sell

#6: Fact of Interest Postcards – Help, not Sell

I’m halfway through Guerrilla Marketing Excellence by Jay Conrad Levinson. It was published in 1993, but it is a must-read for any career marketer.

I really like his emphasis on treating the customer right. In fact, he takes it further by saying that we should revere our customers in one of his rules…

 

Rule #6: Consistently display your reverence for your customers by trying to help them with consistent follow-up.

According to Levinson, customer reverence has to…

…do what you can to improve the lives of these people: with valuable advice, reduced prices, and reviews of new products and services. The only way to do this is by staying in touch.

He gives (along with every rule in his book) a bunch of ideas on how we can show our reverence to the customer.

What peeked my interest was his “Fact of Interest Postcards” example.

Continue reading #6: Fact of Interest Postcards – Help, not Sell

#1: Tell Stories, not Ads

Once upon a time…

We love stories.

Go on, say it ain’t so.

You can’t, can you?

You’re probably thinking about a story now. It might be The Three Little Pigs, or the creation myth where Nüwa made mankind, or Christopher Nolan’s Inception, or even this YouTube video about Smooth E beauty products.

There lived an old couple in the deepest, darkest forest. Their joy was an axe to chop with, a bucket to gather mushrooms in, and a spindle to weave the finest gowns from.

We love stories because it’s an escape from humdrum living. More importantly, they make sense of our surroundings – like creation myths that explain our origins – and let us  speculate on “what if” and connect with other people.

Continue reading #1: Tell Stories, not Ads