using creativity and agility to improve your content marketing
TRANSCRIPT
“Using Creativity & Agility
To Improve Your Content Marketing”
Mike McClure. Executive Creative Director & Social Media Director,
The Yaffe Group/ President, Social Media Club Detroit
@mikekmcclure [email protected]
“Creativity is the last legal way to gain an unfair advantage over your competition”
-Maurice Saatchi
• (SOMETHING THAT REPRESENTS PEOPLE
AVOIDING MARKETING)
• “Imagination is more important than
knowledge.” - Albert Einstein
Be Creative
Look at things from the opposite point of view
Using Opposite POV
• Make a list of the typical types of techniques or
content others in your category do.
Using Opposite POV
• Make a list of the typical types of techniques or
content others in your category do.
• What could you do that is the opposite of that?
View the issue from different people’s point of view
Be creative
Dove: Real Beauty Sketches
• https://www.youtube.com/watch?v=XpaOjMXyJ
Gk
Using Different POV’s
• Write down 6 different constituents who interact
with your product or service
Using Different POV’s
• Write down 6 different constituents who interact
with your product or service
• How would each of them see you?
Using Different POV’s
• Write down 6 different constituents who interact
with your product or service
• How would each of them see you?
• How would someone who just stumbled onto
your product/service see you?
Using Different POV’s
• Write down 6 different constituents who interact
with your product or service
• How would each of them see you?
• How would someone who just stumbled onto
your product/service see you?
• How would an alien from another planet see
you?
Be creative
Find ways to involve UNEXPECTED business
operations and departments in your campaign
Using Unexpected Operations
or Departments
• Write down as many areas of operation of
departments as you can in one minute.
Using Unexpected Operations
or Departments
• Write down as many areas of operation of
departments as you can in one minute
• Choose one and come up with a way you could
use them in your content marketing
Be Creative
do something no one else is doing
“Agility means that you are faster than your competition. Agile time frames are measured in weeks and months, not years”
~ Michael Hugos
Eat 24
http://blog.eat24hours.com/how-to-advertise-on-a-porn-website/
Doing What Nobody Else is
• Write down 5 things nobody in your niche is
doing.
Doing What Nobody Else is
• Write down 5 things nobody in your niche is
doing.
• Which one looks like it has possibilities?
• How would you try it?
Oreo Super Bowl tweet
OREO Daily Twist
• http://www.youtube.com/watch?v=ZDSc0V3AE
nk
Be Agile Try Newsjacking!
Newsjacking FAIL
Using Newsjacking Techniques
• News item: first settlers land on Mars!
Using Newsjacking Techniques
• News item: first settlers land on Mars!
• News item: Your #1 Competitor Files For
Bankruptcy
Be agile
Find ways to
help others!
Red Cross Ad
Who Can You Help?
• What are the common problems you can help
solve?
Who Can You Help?
• What are the common problems you can help
solve?
• Set up alerts & searches for keywords, find
people in need of help you can give and
respond quickly
Be agile
Respond to customers, competition,
changing market conditions
HR Block Photos
Responding to Change
• What incidents have you had where a customer
made a request or complaint?
• Where the competition did something
unexpected or attacked you?
• Where outside elements changed the way you
could do business?
Be Agile
Switch gears if it’s not working
or conditions change
Creativity & Agility
Combine the two and you have a winner
Old Spice Guy
Mike McClureExecutive Creative Director & Social Media Director, The Yaffe Group.President Social Media Club Detroit
@mikekmcclure