ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

How to Turn Tiny Ideas into High-Performance Content

Updated on June 29, 2012

Every once in a while a marketer will come up with a great idea. Most of the time though, we just take ideas that we already know really well and apply them to different situations. For instance, I'm kind of a regular at a gourmet popsicle shop near my house.

Every time I go in there, I think of ways to improve their marketing.

A change of wording here, a clever way to collect email addresses there...the list goes on.

It's nothing new, just the same old knowledge applied to a different situation. But it's still a good idea. And if it's a good idea, it's usually worth turning it into a piece of content. But I can't just write about marketing for gourmet popsicle shops.

The market's too small and that popsicle shop is doing just fine without my help. It has to be relevant for my audience. To write a solid piece of content from a simple idea, you need to overcome 4 basic hurdles. I promise they're not hard to get over. All it takes is a little jump. Get good at jumping fast, and you'll have content coming out your eyeballs (in a good way)!

Hurdle #1: Recognizing Good Ideas

Good ideas are the result of solving problems. As humans, we probably solve hundreds of millions of tiny problems every day. The majority of those are solved unconsciously. When we're walking down the street, we have the problem of knowing which foot to move next. We solve it by moving the foot that's furthest back. If you think about it, it's a great idea! But we don't think about it. The same thing happens on a more dramatic scale with marketing ideas.

When we think of little ways people can solve marketing problems, we tend to take it for granted. When I want to re-word a sign outside of a shop, it doesn't automatically hit me that I can use that small solution for a piece of content. The truth is, you CAN turn it into a piece of content.

This first hurdle is probably the one that takes the most practice. It's hard to change the way you think. The only suggestion I have here is to try to catch the more conscious solutions you come up with and work your way down. You're not stupid. T

he ideas are there, you're just not noticing them. Get good at recognizing those trivial solutions to trivial marketing problems and there's no end to the amount of content you can produce if you can get over hurdle #2...

Hurdle #2: Turning Particular Ideas Into General Principles

Writing an article about the wording on a particular sign isn't going to be a hit with anyone unless you can talk about the principles behind your tiny solution. Getting over this hurdle is easy if you ask yourself some simple journalist-like questions:

  • Why is that solution effective?
  • How is it effective?
  • When is it effective?
  • Where is it effective?

Once you've got your answers, see if you can draw a conclusion. General principles usually look like this: In situations like X, Y is the best solution. It's a best practice. While we've come a long way from a simple idea, best practices don't make for good content.

Best practices are for people who know they have a particular problem but can't solve it. If you've been in the marketing business for more than a day, you know that most of the time your clients don't even know they have a problem! That brings us to hurdle #3...

Hurdle #3: Applying General Principles To Your Target Audience

To write valuable content for your clients, you need benefits. Your clients need to know how those best practices can help them in their particular situations. To figure this out, you need to ask another set of similar questions:

  • Why is this best practice effective for your clients?
  • How is it effective for your clients?
  • When is it effective for your clients?
  • Where is it effective for your clients?

Simple enough right? On to #4...

Hurdle #4: Writing It Down

So you've gotten past hurdles 1,2, and 3, but now we come to the biggest and most intimidating hurdle of all...writing it. Fortunately, if you've written down your answers for the earlier hurdles, you've already got the bulk of the work done for your article.

All you need to do now is put it all together. I don't know why, but articles work best if you go back the way you came. In other words, start with the benefits, move on to the facts (best practices) behind those benefits, and finish with some specific ideas for how your clients can apply it. At this point, you should have a brand new piece of content that's ready to bring hungry clients your way.

If you do, congratulations! If you don't, keep trying. Being able to make tiny ideas into colossal content takes practice. But just like any hurdle jumper knows, it gets easier with momentum. If you're stuck, tell me some tiny ideas that you think you could turn into great content. I'll try to help in the comments...

Comments

    0 of 8192 characters used
    Post Comment

    • wetnosedogs profile image

      wetnosedogs 

      6 years ago from Alabama

      Awesome hub.

      Sharing this.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)