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BrightonSEO | Thinking beyond the first idea

BrightonSEO | Thinking beyond the first idea

These are the slides for my BrightonSEO talk where I discussed ideation and thinking beyond the first idea.

Katy Powell

September 15, 2023
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Transcript

  1. Ideation: How to go beyond the first idea Katy Powell

    BOTTLED IMAGINATION Speakerdeck.com/katyvpow @katyvpowell
  2. COMING UP WITH A UNIQUE PR CAMPAIGN IDEA IS REALLY

    HARD BrightonSEO Ideation: Thinking beyond the first idea
  3. COMING UP WITH A UNIQUE PR CAMPAIGN IDEA ON DEMAND

    IS BASICALLY IMPOSSIBLE BrightonSEO Ideation: Thinking beyond the first idea
  4. THIS MEANS WE’VE GOT TO GET OUR IDEAS RIGHT FIRST

    TIME BrightonSEO Ideation: Thinking beyond the first idea
  5. I’M A PR I’M GOING TO REVEAL SOME SHOCKING STATS

    BrightonSEO Ideation: Thinking beyond the first idea
  6. 2 HOURS 52% spend less than 2 hours on campaign

    ideation BrightonSEO Ideation: Thinking beyond the first idea
  7. 70 % of PRs feel they don’t have enough time

    for ideation BrightonSEO Ideation: Thinking beyond the first idea
  8. MORE THAN HALF of PRs don’t have enough support or

    training with ideation BrightonSEO Ideation: Thinking beyond the first idea
  9. 70 % spend more time on campaign execution over ideation

    and strategy BrightonSEO Ideation: Thinking beyond the first idea
  10. MORE THAN HALF of PRs are in brainstorms they don’t

    work best in BrightonSEO Ideation: Thinking beyond the first idea
  11. WHO SHOULD BE INVOLVED IN IDEATION CAMPAIGN OWNER Decides on

    the best idea and protects it throughout VOICE OF THE CLIENT/BRAND Know what the client/brand likes and their priority A CREATIVE Decides on the best format EXPERT ON THE TOPIC Knows what the audience likes BrightonSEO Ideation: Thinking beyond the first idea
  12. SPEND TIME ON RESEARCH 1. Common themes + theme analysis

    2. Target publications 3. Audience that you’re talking to BrightonSEO Ideation: Thinking beyond the first idea
  13. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST

    BrightonSEO Ideation: Thinking beyond the first idea
  14. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST

    BrightonSEO Ideation: Thinking beyond the first idea X The dream for you and your client/brand but pretty impossible to be unique.
  15. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST

    BrightonSEO Ideation: Thinking beyond the first idea X A more realistic expectation of where you want your ideas to be.
  16. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST

    BrightonSEO Ideation: Thinking beyond the first idea X Not a dealbreaker, just a challenge.
  17. YOU’RE A TRAVEL BRAND LOOKING TO DO SOME PR BrightonSEO

    Ideation: Thinking beyond the first idea
  18. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST

    BrightonSEO Ideation: Thinking beyond the first idea Best beaches Honeymoon destinations Holiday disasters Holiday outfits Travel tips TikTok travel hacks Skincare on holiday
  19. BrightonSEO Ideation: Thinking beyond the first idea IT COULD BE

    ‘TIKTOK NUTRITIONISTS: FACT OR FICTION?’
  20. BrightonSEO Ideation: Thinking beyond the first idea IT COULD BE

    THE MOST RE-CREATED RECIPE FROM THE SIMS
  21. PR CAMPAIGNS ARE GOING TO BE CONSUMED BY YOUR BRAND’S

    AUDIENCE THEY MIGHT NOT BE *THAT* EXCITED ABOUT YOUR CORE PRODUCT OR OFFERING BrightonSEO Ideation: Thinking beyond the first idea
  22. LET’S SAY YOUR BRAND IS IN A NICHE WITH A

    PASSIONATE AUDIENCE BrightonSEO Ideation: Thinking beyond the first idea
  23. YOU’RE A TRAVEL BRAND, IS YOUR AUDIENCE REALLY PASSIONATE ABOUT

    THE AEROPLANE ITSELF? BrightonSEO Ideation: Thinking beyond the first idea
  24. THE OBVIOUS: The Simpsons The World Cup Superheroes BrightonSEO Ideation:

    Thinking beyond the first idea THE IMAGINATIVE: Duff Beer Retro Kits Marvel vs DC 👉 👉 👉
  25. DO YOU WANT AN EXAMPLE OF WHAT I MEAN? BrightonSEO

    Ideation: Thinking beyond the first idea
  26. BrightonSEO Ideation: Thinking beyond the first idea JORDAN REECE IS

    ONE OF THE MOST PROLIFIC ENGLISH STRIKERS IN THE GAME ALL THE INFLUENCERS ARE TALKING ABOUT HIS 10/1 CHANCE OF MAKING THE ENGLAND TEAM FOR QATAR
  27. BrightonSEO Ideation: Thinking beyond the first idea ALL THE FANS

    WANT THEIR SAY ON THE FUTURE ENGLAND PLAYER
  28. BrightonSEO Ideation: Thinking beyond the first idea SO MUCH SO

    THAT THEY ARE CLICKING THROUGH TO THE PAGE TO PLACE A BET
  29. BrightonSEO Ideation: Thinking beyond the first idea WE HIRED A

    MODEL, WE BOUGHT A KIT, WE DID A PHOTOSHOOT
  30. BrightonSEO Ideation: Thinking beyond the first idea 1M Reach on

    social 5K Pageviews MOST GAMBLING CAMPAIGNS ARE THE SAME, THEY JUST TELL YOU TO GAMBLE SAFETY INSTEAD WE CREATED JORDAN REECE
  31. BrightonSEO Ideation: Thinking beyond the first idea IT’S BEEN LITERALLY

    IMPOSSIBLE TO AVOID TALKING ABOUT AI, WHATEVER THE SECTOR
  32. BrightonSEO Ideation: Thinking beyond the first idea WE COULD’VE DONE

    A CAMPAIGN WHERE WE USED AI TO WRITE A BLOG, OR GOT MIDJOURNEY TO MOCK SOMETHING UP… …BUT THAT’S THE OBVIOUS
  33. AIMEE WAS OUR NEW DIGITAL MARKETING MANAGER FOR A WEEK…

    BrightonSEO Ideation: Thinking beyond the first idea
  34. WE INTERVIEWED BOTH CHATGPT AND BARD FOR A ROLE AT

    BOTTLED IMAGINATION BrightonSEO Ideation: Thinking beyond the first idea
  35. SOME THINGS SHE WAS GREAT AT, OTHERS NOT SO MUCH

    BrightonSEO Ideation: Thinking beyond the first idea
  36. SHE EVEN RECKONED SHE WAS COMING TO WORK DRINKS BrightonSEO

    Ideation: Thinking beyond the first idea
  37. BrightonSEO Ideation: Thinking beyond the first idea THE OBVIOUS BLACK

    PANTHER 2 WAS THE MOST POPULAR MOVIE RELEASE OF THE YEAR