How do we go from idea generation, which we did in the Connection phase by connecting ideas together, to idea evaluation where we look at all the ideas generated and decide which is the next one to work on?
The evaluation matrix
The original evaluation matrix doesn't include enjoyment but it is really important for consistency over the long run when you're trying to be a content creator.
How do I measure the potential impact of a piece of content before I have created it?
- Will there be a specific call to action? (if for example you're writing a piece of content with the goal of converting people to your newsletter or buying an ebook or something that you created, maybe a high impact piece is one that is going to be very aligned with the call to action and is going to have high levels of conversion)
- How aligned is it with your content thesis? (if you're still trying to position yourself as someone who has expertise and authority in your domain, maybe the highest impact piece of content that you can create is one that is strengthening your position as an expert in your area and that is aligned with your content thesis)
- Could it bring more qualified traffic? (if your goal is to bring more qualified traffic to your website, you may create your content around the specific keywords your target audience is searching for)
- Are you planning to use the content for sales or marketing? (if you don't need organic traffic because the content you create is to be presented directly to potential customers, the highest impact content you can create is something that you can bring in sales meetings for instance)
- Will it help you study and understand a concept better? (it doesn't necessarily have to be business oriented. If your goal is just to learn and better understand a new concept, creating content is a very valid way to go about that)
There are lots of different drivers that can help you define impact:
- business growth
- building your personal brand
- personal curiosity
they're all completely fine.
In all cases, you need to start by asking yourself: