Creating Strong Content Ideas—How the Marketing Pros Do It

Creating good content ideas is always a challenge, yet successful content marketing programs generate engaging ideas consistently over time. At Aprimo, we know that how creativity works is something of a mystery, making it difficult to run a process that reliably triggers and captures those moments of inspiration. “To effectively ideate, sometimes a creative team must give itself time to share ideas with no expectation of output,” according to marketing expert, Robert Rose. Organizations take different approaches to ideation, but at the end of the day, we have found the true test of content ideas is their performance with target audiences.