May 29, 2013

The Most Powerful Question Content Creators Can Ask
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(This post originally appeared on the Resonance Content Marketing Blog.)


Content Creator's ToolboxWelcome to the Content Creator’s Toolbox, our series dedicated to helping all creators of all types of content keep those creative juices flowing. If you have a creativity question or challenge you’d like us to address in a future post, drop us a line!


How to generate content ideasI’m going to start off today’s post with a confession: I’m in therapy.

No, it’s not major, heavy-duty, let’s-resolve-these-daddy-issues-before-you-climb-up-into-a-bell-tower-with-a-rifle therapy … more of a regular tune-up, a chance to put the ol’ mind and spirit up on the rack and see if there’s anything that could use a tweak.

Often I’ll be sitting in a session describing something to my therapist—an event, a feeling, a thought—and after giving some initial feedback, she’ll ask me, “So … what else?

The first time this happened, it was a bit unsettling. “‘What else?'” I recall thinking. “Whaddya mean ‘what else?’ I’m a very thorough person, and if there had been anything else, I certainy would have told you.” But, as a slave to the authority trigger, I searched my psyche and came up with an additional nugget.

Again, some feedback, followed by “What else?”

And so it went, back and forth, until I finally shrugged and said, “Nothing else I can think of.”

After a few sessions, I started to realize something: After the fourth or fifth round of “what-elsing,” we got to some really good stuff. Amazing insights. Major a-ha moments. Groundbreaking realizations that would never have occurred without the deeper dive.

All from a little two-word question repeated over and over.

Not long after this realization, I found myself stumped for a topic for my next blog post. Every idea emerging from my noggin was either done-to-death or so obscure that it would resonate with no one.

And then I remembered “What else?”

And a funny thing happened. As I went down that list of horrid ideas, applying the “What else?” approach to each one, my ugly ducklings began to turn into swans.

So, needless to say, the “What else?” game has become a regular part of my ideastorming process.

How does it work? Let’s take a hypothetical situation: Say you own a garden shop and are desperate for a topic for your next e-newsletter article …

Original idea: “OK, we’re almost into June, so let’s write something about summer.” (Yawn.)

What goes on in summer? “It gets hot.”

What else? “People go on vacation.”

What else? “The kids are out of school.”

What else? “Kids get bored when they’re out of school.”

What else? “Moms get desperate for ways to entertain their kids while they’re out of school.”

What else? “How about an article with fun ideas for family gardening projects to entertain the kids this summer?”

Dingdingdingdingdingdiiiiiiing! Not only do you have an interesting topic, but it’s also one that might interest mommy bloggers and parenting blogs. Not bad for an idea that started off as “write something about summer,” huh?

One final tip: This approach works fine as a purely mental exercise, something to mull over while you’re, say, sitting in traffic, but I find it’s infinitely more powerful when you do it with pen and paper or on a whiteboard.

So here’s your homework: The next time you set out to generate some ideas for your brilliant content …

  1. Come up with an initial list of ideas—no judgment, just make a list of every idea that pops into your noggin.
  2. Go through each item and start asking “What else?” Go through at least three or four repetitions for each idea.
  3. Watch what unfolds.

Give it a try and let us know how it went in the Comments—we’d love to hear from you! 


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About the Author

Rachel ParkerA self-described “marketing nerd,” Rachel Parker, Owner and Chief Content Strategist of Resonance, works with businesses of all sizes to help them meet the challenge of connecting with today’s hard-to-reach customer.

Rachel has made Resonance the “one stop shop” for companies looking to get more out of their content marketing efforts. She’s also a sought-after speaker and has presented to many of Houston’s major business and marketing organizations. Contact Rachel about speaking to your group or business.


 


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Rachel Parker

A self-proclaimed geek who can recite entire episodes of South Park by heart, Rachel Parker helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations.
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Rachel Parker

A self-proclaimed geek who can recite entire episodes of South Park by heart, Rachel Parker helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations.

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