Where do great ideas come from? And how do you generate consistent flow of ideas for content creation?
These are some of the most challenging questions for content marketers.
Success just like attention is short-lived in marketing. Today’s success with a high-performing content can become your biggest challenge the next day.
Hence the reason content marketers strive to create a content ideation process to ensure they don’t run out of ideas.
But why do you need to have a content generation process, and what benefits can you derive from this set-up?
Here are some reasons why content marketers need to have an ideation process:
1. Hedge against writers’ block
Content creators don’t rely on “inspiration” in order to work. In fact, what’s known as inspiration to the outside world is referred to as a content creation process by content marketers.
These ideation processes are constantly being tested and optimized against their ability to deliver relevant, useful and engaging content for the target audience.
When a content creation process no longer delivers, writer’s block is bound to occur – a situation whereby you stare at your laptop screen or bite your pen while waiting for the aha moment.
Content creators don’t run out of ideas because there’s nothing to write about. They run out of ideas because of a weak ideation process.
You should create as many templates as you deem fit. Then test and optimize regularly.
Read also: 5 benefits of using a content calendar
2. Helps you uncover new angles and ideas
Have you ever written a first draft and revisited it after some time only to find out that you’ve unconsciously developed better ideas?
This isn’t magic. Our minds have a way of processing information even when we’re not actively thinking about it.
This process is similar to bush fallowing – a system of farming in which land is cultivated for a period of time and then left uncultivated for several years so that its fertility will be restored.
In this scenario, you’re allowing your mind to fill the gaps and provide you with better ideas.
Content ideation process works in a similar fashion. It’s active even when you can’t see it.
Note that, our minds work with the concept, ideas and materials we’ve read or entertained. Feed your subconscious with what it needs to process information.
Develop an appetite for content and consume it regularly.
3. Provides a predictable flow of high-quality content
Top quality content doesn’t just pop out from nowhere. They’re a product of a deliberate process.
For content marketers, creating a detailed content calendar can guarantee a predictable flow of quality content and well-thought out ideas.
By using a content calendar, you’re gathering your thoughts. This works in two ways:
- It helps minimize errors from hasty decision
- It helps you analyse and organize the flow of content over a long period of time
With a content calendar, you can gather your ideas and save them for later use.
Read also: 6 red flags to avoid in content creation
4. Helps new hires gel quickly
“If you want people to perform well, you have to get them off to a good start” says Dick Grote.
You need to create an environment where new hires can be onboarded as quickly as possible.
Content ideation process can help you achieve these results. It introduces your ideation process to new employees and sets the tone for high performance early on.
With this, they can hit the ground running pending when they create a process of their own.
Brand style guide, content calendar and customer avatars are great examples of processes that can help new content marketers ramp up quickly and start making an impact.
Read also: How to use instagram stories for small businesses
Conclusion
Content ideation processes aren’t one-size fits all. It differs from person to person and from organization to organization.
However, the results are almost always the same when done properly.
If you don’t have a documented process of generating new content, it’s pivotal that you take your time to jot things down.
Freelancers however can escape this sometimes. But as an organization, this is a no-brainer.
Ensure you test and tweak your ideation process as the need requires.
2 thoughts on “4 Reasons Why Every Content Marketer Need To Develop a Content Ideation Process”