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Letter #13: Validating content ideas Netflix-style
Free template inspired by how the Netflix team filters ideas.
Hey hey hey! 👋
Showing up today from the corner of a room packed full with cartons — yep, I moved this weekend and have been trying to get a grip on things since.
Anyway, let’s start today’s letter on validating your content ideas the Netflix-way.
But first: a hearty thank you to Jason Bradwell who kindly mentioned me in their (must-read) newsletter as their go-to source for learning about copywriting. Much love for you, my friend!
Now, for filtering through content ideas to understand which ones to queue up for the coming quarter/year.
The template that I’m sharing today is inspired by how the Netflix team validates ideas for innovation.
How to use this template:
👉 If you’re a one-person team, fill out the spreadsheet yourself. Then, revisit a few days later for a fresh perspective. You can also bounce ideas off with members of communities you are a part of.
👉 If you’re a content manager working with regular freelancers, ask for their take on topic ideas from the list.
👉 If you’re a 2-3 person team, get your teammates to share their opinions backed with reasons in the shared spreadsheet.
And here’s the plan:
List all your ideas in this spreadsheet
Rate all ideas on a scale of -10 to 10
Negative ratings for ideas you don’t like and positive ones for ideas you think will do good.
Now, let’s farm for approval and dissent — add to the following columns:
What’s good about the topic idea
List out reasons why you think the idea should see the light of the day. This includes how it’s related to your business and what purpose it will serve (educate, nurture, or convert).
Why is it bad
Here’s where you look for potential reasons why the idea is a flop. Often, we check off pointers why an idea is likely to win — failing to see how it can fail. It’s why farming for dissent or searching for shortcomings is critical.
How important it is
Point out how the piece will help your readers (remember: a successful content strategy is one that’s based on the core principle of helping your target audience).
Also, highlight how the piece aligns with your content marketing goals. This way, the section will help you not just validate ideas but also prioritize high-rated ones.
That’s all. Easy, isn’t it?
Once you’ve filled this template and sit to review it, you’ll see how it helps you handpick content ideas to work on based on extensive research — not gut feel.
I’ll leave you with the template (Click File > Make a Copy and use as your own).
Take care you,
Masooma
P.S. I won’t be showing up in your inbox for the next two weeks — I imagine you wouldn’t want to be reading emails in the middle of your holidays or would be too busy wrapping up the year. So I’ll be back in January.
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