Creating Strong Content Ideas—How the Marketing Pros Do It

Creating good content ideas is always a challenge, yet successful content marketing programs generate engaging ideas consistently over time. At Aprimo, we know that how creativity works is something of a mystery, making it difficult to run a process that reliably triggers and captures those moments of inspiration. “To effectively ideate, sometimes a creative team must give itself time to share ideas with no expectation of output,” according to marketing expert, Robert Rose. Organizations take different approaches to ideation, but at the end of the day, we have found the true test of content ideas is their performance with target audiences.

If you are like most content marketing experts, you will agree that good ideas come to different people in different ways. Open idea sharing is important, especially in ways that do not burden ideation with rigid boundaries and expectations. But what works for one person does not necessarily work for everyone. Those involved in creative endeavors agree that taking inspiration from real life is important for successful ideation. To find out more about how people ideate, we surveyed marketing professionals by asking this question:

Where do you develop your best ideas?

  1. At my desk alone
  2. Through everyday life [outside of office]
  3. In a brainstorming meeting with my team
  4. Other

One hundred twenty-eight respondents answered in this way:

It is clear to us that brainstorming and everyday experiences are the primary sources of ideas. With that in mind, although too much structure and expectation can bog down an ideation process, it is important to look at business goals and previous performance successes.

To learn what the experts have to say about ideation, read our eBook 7 Experts on Using the Content Lifecycle to Maximize Content ROI.


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