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How to generate relevant yet shareable content ideas

Author's avatar By Expert commentator 09 Nov, 2015
Essential Essential topic

Use this chunking tool to help stimulate content marketing ideas

Chunking is something that is used in Neuro-linguistic programming (NLP) and performance coaching but it can also be used to plan your next content campaign.

Most clients are always looking to create content about them and as agencies we know that we need to produce content that the audience cares about so they share it.

The challenge is finding the middle ground that satisfies the needs of the business whilst producing content that has an actual audience to share it.

relevant content

This is where our chunking tool can really help to uncover communities that you might not have thought of otherwise. You can use it here

Chunking up to move away from niche product targeting

If you want a client to look at alternative communities outside of their direct customers then you can chunk up.

Let's assume your client sells "pens." Whilst fans of pens are your most direct customers - as a digital audience they are very small. So we could chunk up to Stationary, Writing and even Communication.

Chunking pens

These are all topics that attract far larger groups with a potentially lot bigger online audience but still relevant to the target market you’re working with.

Chunking down to move away from general targeting

When creating content aiming for maximum exposure, you can make the common mistake of targeting everyone by creating content that people want to see but has no connection to your business, thus no value to your company.

In those cases when we want to target more specific audiences related to a certain topic, you can also use the tool to chunk down on topics in order to find smaller communities that make more sense to your business.

Let's take the example of "Cars." By chunking down with this community you can uncover particular brands and even reach specific models: VW > VW Golf > VW Golf GTI.

Chunking cars

These are all still very active audiences but with more potential for targeting specific content.

Go forth and enjoy chunking and if you have any specific question don't hesitate to reach out to me directly: [email protected]

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