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B2B Content Concepts That Inspire, Incite and Ignite: Unleashing the Power of Ideation
Ideation is the creative process of generating,
developing, and communicating new ideas, where
an idea is understood as a basic element of thought
that can be either visual, concrete, or abstract.
Ideation comprises all stages of a thought cycle,
from innovation, to development, to actualization. As
such, it is an essential part of the design process,
both in education and practice.
What is ideation?
B2B Marketing: Coming up with new
ideas to further strategic goals.
§ Previously unreleased information
§ Known information presented in a
different way to create new knowledge
§ Known information in new formats
designed to raise awareness and/or
“New” content can come from…
Ideation Is A Challenge For
(About Half) Of B2B Marketers
But it’s the most important thing in content marketing.
(I have a slight bias.)
Source: 2013 B2B Content Marketing Benchmarks-N. Amc: CMI/Marketing Profss
Subject matter knowledge
Strategic View Of Buyer
Pain points and triggers
Behaviors and actions
Get Started By:
§ Meeting with your SMEs and Sales Team.
§ Documenting what questions their customers are asking.
§ Documenting what questions they should be asking.
§ Assessing how conversational your current content is and if it is
answering these questions.
§ Assessing whether you are effectively using different content
formats—extending beyond the core menu.
Creating content that inspires, incites and ignites is not easy.
But it is possible.