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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image of Ben Harper

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