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The Idea Generation Formula: How to Consistently Deliver Great Ideas

by Ben Harper  |  
April 30, 2015
  |  3,606 views

Ideas are the lifeblood of any content marketing campaign. Without new ideas, campaigns—no matter what their aims—will quickly become stagnant.

But creating ideas can be hard.

No doubt you and your team are full of creativity, but producing actionable ideas that can achieve your objectives is the hard part. In this article, we'll examine how to keep your brand ahead by consistently delivering winning ideas over the long term. The three main stages of that process are...

  1. Idea generation
  2. Idea evaluation
  3. Campaign creation

1. Idea Generation

Many organizations think themselves great at idea generation, but they often seem to fall short. A combination of process and people is what makes it possible to continually generate good ideas.


On the people side, a mixture of creative and logical minds is needed to get the best chance of success. Don't be afraid to exclude people who aren't contributing, and include those from other areas of the business who think in different ways. Different perspectives are massively important at this stage.

The creative talent should be firing lots of ideas around and going off on tangents with their creativity. A lot of good ideas come from such brainstorming, but it's also when a lot of time can be wasted with ideas that aren't relevant to the brand. The logical side often ends up holding things together and establishing some boundaries in the form of aims and goals that are to be achieved.

Process also plays a key role at this stage. Before any brainstorm, ensure that you have undergone a preparatory process that includes unearthing data, gathering audience insight, and getting attendees to think about their own ideas in preparation for the main creative meeting.


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Ben Harper is a co-founder of Datify, a data-driven content marketing agency. He regularly writes and speaks on content marketing and social media from a data and insight perspective.

LinkedIn: Ben Harper

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  • by Charles Sat May 2, 2015 via web

    Nice article Ben!

  • by Alok Bansal Wed May 6, 2015 via web

    Great article, but I was curious does some really track the whole process of idea generation, evaluation and campaign creation. I feel most of these steps are discussed on table and doesn't have any structured process. Me and my team use canvazify.com an online brainstorming, idea evaluation, execution and importantly tracking & controlling whole process(Project management) SaaS product. It also has ready templates like SWOT analysis etc which can be on-the-go. I would suggest to give a shot and benefit from it.

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