The document discusses the process of content ideation, emphasizing its importance in developing effective content marketing strategies that engage and retain customers. It outlines how ideation sessions involve researching business goals, understanding audience needs, and generating a multitude of content ideas across various platforms, facilitated by a collaborative group environment. Key takeaways include focusing on customer needs, leveraging data in content strategy, and ensuring that content resonates authentically with the audience.

1. CONTENT IDEATION
Creating better content

2. Today’s session
 What is content ideation?
 How we approach formal ideation sessions at TKG
 Ideas for creating content (and tips for when you’re stuck!)
 Tips for making your content more effective

3.  Content Ideation is
a small part of the
your overall Content
Marketing strategy.
 The end goal for all
of it: To acquire,
engage and keep
customers.

4. What is content ideation?
 Research! First step in your process to understand your business and develop your key
messaging.
 The goal of your ideation session is to leave there able to develop an effective strategy for
getting your message out.
 Ideation starts with evaluating your business as an outsider might: “Start with the customer
and work backward!”
 A great ideation session will allow you to learn more about your business and develop as
many ideas as possible for multiple platforms and multiple types of content.

5. What is content ideation?
 Thinking.
 Everyone wants to stand out and be different. Content is your way to show who you are as
a business while creating relationships with your clients and potential clients. This is your
chance to shine while teaching and informing your audience. “Traditional marketing talks
at people. Content marketing talks with them.”
 A formal ideation session can garner hundreds of ideas.
 Ideation is a time that you can take a step back and evaluate your business and your
goals. Doing that will allow you to create the best content.
 You should be able to walk away ready to develop your strategy … and with an idea of
what kinds of content would work best for you, such as social, blogs, infographics, videos,
press releases, email , case studies …)

6. Insider look
 At TKG, we hold formal “Content Ideation” sessions with our clients to learn about who
they are, what they do – and how they should be thinking about and presenting content.
 As an outsider, it’s important for us to become an insider and learn as much as we can
about the business in order to tell their story in the digital space. An outside moderator
often allows for deeper and more effective ideation sessions.
 Some of the things we do (there are all kinds of content ideas hidden in these things!):
 SWOT analysis
 Non-negotiables
 Measures of success
 Business goals

7. Insider look
 Our ideation sessions happen in a large group setting with the representatives from as
many parts of the business as possible.
 Ideation allows participants to step outside their daily silo and think about the business in a
more global sense.
 It’s important that everyone can speak freely about what they think.

8. … And GO!
 When you think brainstorm
session, this might come to
mind …

9. Effective ideation
You need:
 Clearly stated objectives
 Expected outcomes / Goals of session
 People from all parts of business (willing to say anything!)

10. After ideation
 Chances are you know how to write, which is why you are tasked with developing
content. But content isn’t just writing. Most content work is thinking (ideation!).
 Most content work is thinking. (Yes, it’s so important that it really needed repeating!)
 Your content needs to speak TO your audience, not AT your audience.
 Keep it real. Your content is not a sales pitch!
Stuff to keep in mind while you are developing your content ideas

11. The important stuff
 Understand what your customer needs. Your product isn’t the answer. It’s what your
product does that is the answer.
 Use data to back up your ideation and develop your strategy (analytics, keywords,
competitive analysis, etc.)
 Don’t just think about what to come up with next. Your strategy should allow you have a
clear direction. So that when you need to come up with ‘what’s next?’ or react to
something going on … you already have a framework to work from to make a smart
decision on content.

13. Ideas

15. Ideas

16. So how do you create great content?
 Scale it down. Your content ideas should all be nugget sized and do-able. Meaningful
content is very down to earth and relatable. It doesn’t have to be profound!
 So what? Because. Keep asking until you get to WIIFM. This puts your customer at the
center of everything and aligns your focus.
 Write to one person (SLAP!)
 Cut down the noise.
 Insider scoop. Give your audience an inside look at your business. These kinds of content
help build trust signals between you and a potential client and allow you to build a
relationship and start a conversation.

17. TKG examples

18. TKG examples

19. TKG examples

20. TKG examples

21. TKG examples

23. Some things to keep in mind …
 Your audience often just wants to be heard.
 Engage, respond, react kindly.
 Real time marketing (difference vs. real time and real!)
 The speed at which you respond is almost as important as the response.
 Setting your strategy in tandem with a strong ideation session will set you up for success
 Goal: To be able to tell true stories well in a way that will resonate with your audience.

24. The Goal: