At this stage in the process, you have an established strategy but now you need some ideas to get it moving. Content marketing ideation is a really fun step, we promise! It’s the time when we dive into who you are as a business and what stories you have to tell. Every business has something to say, and how and where you say it is a big differentiating factor in today’s saturated marketplace. People now ask “Do I like you?” and “Do I trust you?” when making a purchase decision, since they know they could most likely get what you have to offer elsewhere.
We could preach to you to “stand out, be different,” but that would be the easy way out and not giving your business enough credit. True content marketing is about teaching, about helping, about providing useful information to the people who need it most…your potential customers. It’s about being authentically who you are as a business and tailoring what that is into effective content. How can you help your customers? This is the question we’ll help you answer in the ideation phase.
As we move through the brainstorming stage with your team, research comes first to help us uncover insights into where to take your strategy. The steps we’ll take include, but aren’t limited to:
Keyword research – Evaluate current targeted phrases, analyze competition, explore potential keywords and make recommendations for keywords and content.
Content ideation – Many companies look at ideation as a big challenge, but we’ll help you generate hundreds of topic ideas, no matter what business you are in or how boring you might think you are. We promise, you’re a lot more interesting than you might think, and we’ll help you discover engaging ways to tell your story.
On-site content audit – We‘ll take an inventory of existing content, identify areas of potential growth, and analyze what works with your audience and what doesn‘t.
Competitive analysis – Help you determine just how people are finding products and services in your industry online, and how your content can best reach them before your competitor’s does.
Great content starts with effective ideas, so after we take a good look at your existing resources, it’s time to figure out how to create topics for a content plan you can put into action. We will provide the ideation results from our research, and outline a plan for the type of content formats that will be best to produce. Our favorites are free guides, case studies and white papers, which are authoritative pieces of content that can be downloaded and continue to live on for a long time as successful evergreen real estate on your website. The best part about them: they can generate some serious leads.
In this stage, we will also determine what supporting content might be recommended, such as:
- Blog posts
- Infographics (or our VM specialty: animated “Gifographics”)
- Press Releases
- Email Solutions
You will walk away from the Ideation stage with an easy-to-use content calendar filled with assignments and topic ideas, making planning and delivering content in advance a simple and straightforward task. Whether you produce content in-house or with partners, the topics we provide mapped out on your content editorial calendar will give you an established guide to steer your content marketing strategy.
We want to help give you the opportunity to get your compelling content where it should be to stop your customers in their tracks. Call us at 888.476.1881, or fill out our contact form today to get started!