Episode #33: Deconstruct Data-Driven Content Ideas with Mark Johnstone
“Whenever I’m coming up with ideas for a client, I don’t want to move forward with developing the ideas until I have at least 60-80 ideas to filter. That usually surprises a lot of people, but I think in the initial stages it’s a quantity game. You get quality ideas by having a lot of quantity initially.”
-Mark Johnstone, on how he develops content marketing ideas
One of our most popular episodes to date is episode 25, when we discuss how data-driven studies are developed, with the genius, VK. (If you haven't given that one a listen, what are you waiting for?!) Well now we’re taking it a step further (or back, depending on how you look at it!) to how these ideas even come about. We speak with a creative content consultant who’s going to teach you how to level up your ideation game. He’ll share past successful campaigns and how those ideas came to be. And, the one spoiler we’ll give: he hates the traditional sense of the word, “brainstorm.”
In this episode you’ll learn all about developing data-driven content ideas…
Which tools and tactics are effective for developing campaign ideas
Why quantity matters in the initial stages of idea development
How to properly vet campaign concepts for promotability
Our guest is:
Mark Johnstone, a creative content consultant, the founder of Content Hubble, and host of the Content Deconstructed podcast.
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Show Notes:
:00 — Britt introduces our guest.
1:52 — Britt asks Mark what he calls the initial stage of content creation (spoiler: some people call it “brainstorming,” but Mark doesn’t love that term. He explains why.)
6:33 — Britt asks Mark how he uses memory in the ideation process.
15:53 — Jackie asks what is happening tactfully while he is researching content ideas.
21:44 — Britt asks what to do when a content piece might get “too complicated.”
29:36 — Britt asks how Mark vets final ideas for promotability.
34:00 — Britt asks Mark how he convinces his clients to pivot.
36:45 — Jackie encourages listeners to incorporate mindfulness when doing headline/news cycle research.
38:11 — Britt asks how Mark is having conversations these days.
40:37 — Britt asks Mark if there is anything else to cover.
The Things We Talked About
Connect with Mark Johnstone
Connect with Jackie & Britt
