Using Creativity and Agility to Improve Your Content Marketing

“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

WATER IS LIFE "Hashtag Killer"

• http://youtu.be/vFXWIArfQ80

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

[email protected]