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Simple Steps for Conducting Creative Content Research Posted on: Monday 25 May 2015 — 02:15 Posted by Hannah_Smith Most frequently, the content we create at Distilled is designed to attract press coverage, social shares, and exposure (and links) on sites our clients' target audience reads. That's a tall order. Over the years we've had our hits and misses, and through this we've recognised the value of learning about what makes a piece of content successful. Coming up with a great idea is difficult, and it can be tough to figure out where to begin. Today, rather than leaping headlong into brainstorming sessions, we start with creative content research. What is creative content research?Creative content research enables you to answer the questions: "What are websites publishing, and what are people sharing?" From this, you'll then have a clearer view on what might be successful for your client. A few years ago this required quite an amount of work to figure out. Today, happily, it's much quicker and easier. In this post I'll share the process and tools we use. Whoa there... Why do I need to do this?I think that the value in this sort of activity lies in a couple of directions: a) You can learn a lot by deconstructing the success of others... I've been taking stuff apart to try to figure out how it works for about as long as I can remember, so applying this process to content research felt pretty natural to me. Perhaps more importantly though, I think that deconstructing content is actually easier when it isn't your own. You're not involved, invested, or in love with the piece so viewing it objectively and learning from it is much easier. b) Your research will give you a clear overview of the competitive landscape... As soon as a company elects to start creating content, they gain a whole raft of new competitors. In addition to their commercial competitors (i.e. those who offer similar products or services), the company also gains content competitors. For example, if you're a sports betting company and plan to create content related to the sports events that you're offering betting markets on; then you're competing not just with other betting companies, but every other publisher who creates content about these events. That means major news outlets, sports news site, fan sites, etc. To make matters even more complicated, it's likely that you'll actually be seeking coverage from those same content competitors. As such, you need to understand what's already being created in the space before creating content of your own. c) You're giving yourself the data to create a more compelling pitch... At some point you're going to need to pitch your ideas to your client (or your boss if you're working in-house). At Distilled, we've found that getting ideas signed off can be really tough. Ultimately, a great idea is worthless if we can't persuade our client to give us the green light. This research can be used to make a more compelling case to your client and get those ideas signed off. (Incidentally, if getting ideas signed off is proving to be an issue you might find this framework for pitching creative ideas useful). Where to startGood ideas start with a good brief, however it can be tough to pin clients down to get answers to a long list of questions. As a minimum you'll need to know the following:
Processes, useful tools and sites |
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It's tempting to reserve the new term 'social entrepreneurs' for that rare breed that builds a significant company organized around the idea of changing the culture for the better.
The problem with this term is that lets everyone else off the hook. The prefix social implies that regular entrepreneurs have nothing to worry about, and that the goal of every un-prefixed organization and project (the 'regular kind') is to only make as much money as possible, as fast as possible.
But that's not how the world works.
Every project causes change to happen, and the change we make is social. The jobs we take on, the things we make, the side effects we cause—they're not side effects, they're merely effects. When we make change, we're responsible for the change we choose to make.
All of us, whichever job or project we choose to take on, do something to change the culture. That social impact, positive or negative is our choice.
It turns out that all of us are social entrepreneurs. It's just that some people are choosing to make a bigger (and better) impact than others.
It's a spectrum, not a label.
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Mish's Global Economic Trend Analysis |
Posted: 24 May 2015 04:44 PM PDT The Spanish economy will supposedly grow at three percent. The bad news is Spanish employment is well over 20 percent and is also expected to stay that way. Angry voters unhappy with that setup took it out big time on PP, the party of prime minister Mariano Rajoy. Please consider PP Suffers Heavy Regional Losses. Spain's ruling Popular party suffered heavy losses in Sunday's string of regional and local elections, as two upstart movements made dramatic gains at the expense of the country's established parties.Like Syriza in Greece, Podemos had been running on an anti-austerity platform. Podemos went even further, threatening to exit the euro. Voters simply do not believe in the recovery. Nor should they with youth unemployment near 50% and overall unemployment near 23%. For discussion of Spanish unemployment, please see Spain's Unemployment Rate Increases to 23.7%; 114,300 Jobs Vanish in First Quarter, Public Sector Jobs Rise. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Posted: 24 May 2015 10:11 AM PDT One way or another the crisis in Greece is highly likely to come to a head in June. Greek finances are in such sorry shape it needs a third bailout or it will be unable to meet payment obligations in August. And unless an agreement in June is reached to unleash more funds, Greece will not make it to August. Today we learn, Interior minister warns Greece will default on June IMF repayment. Greece has again threatened to default on loan repayments due to the International Monetary Fund, saying it will be unable to meet pension and wage bills in June and also reimburse €1.6bn owed to the IMF without a bailout deal with creditors.Recall that Greece was only able to make the May IMF payment by borrowing money from the IMF. That emergency credit line has been entirely used up. For details, please see Greece Empties IMF Reserve Account to Pay IMF; Liquidity "Terribly Urgent" Says Finance Minister. Although we have seen crisis after crisis come and go with various kick-the can mechanisms, at some point there is no can left to kick. Is this finally the time? 'Catastrophic' Eurozone Rupture The Telegraph reports Greece to Miss IMF payments Amid Fears of 'Catastrophic' Eurozone Rupture. Finance minister [Yanis Varoufakis] said that the Syriza-led Greek government has now "made enormous strides at reaching a deal", and that it is now up to the ECB, IMF and EU "to do their bit" and "meet us one-quarter of the way".Greek Choice Same As It's Always Been The choice Greece faces now is precisely the same choice four years ago: Whom to pay. Greek citizens overwhelmingly want to stay on the euro, but they do not want further cuts in pensions accompanied by higher taxes and more layoffs. So which is it? By fighting to retain pensions, Tsipras will at least have some cover if and when Greece returns to the Drachma. Meanwhile, the smart money has already left. Those with euro deposits in Greek banks above and beyond what is needed to make immediate payments are fools. I have been pounding the table for months warning Greek citizens to pull their money out. This may be the last chance. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
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If you do something remarkable, something new and something important, not everyone will understand it (at first). Your work is for someone, not everyone.
Unless you're surrounded only by someones, you will almost certainly encounter everyone. And when you do, they will jeer.
That's how you'll know you might be onto something.
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