Content Ideation: How To Identify Content Ideas [Guide]

Are you dipping your toes into the vast ocean of content marketing? Where do you start? Well, when it comes to engagement, the magic lies in the catchy call to action or the SEO-driven keywords you sprinkle. It exists in the very essence of your content—yes, the “content ideation” behind each piece. 

At first, brainstorming can flood you with topic ideas, but trust us, the true test kicks in when that fresh spark starts to dim. You might find yourself pondering: How do I pinpoint the real pain points? How do I continually offer fresh, relatable content? Fear not.

As we journey together through this post, we’ll unravel strategic tactics to put the heart back into content creation and help you craft pieces that genuinely resonate and convert. 

Ready to delve deep?

Understanding Content Ideation: The Blueprint for Connection

You’ve probably heard the term “content ideation” bouncing around in marketing circles. So, what’s the fuss all about?

At its heart, content ideation is the art of brainstorming fresh, compelling content to captivate your audience. But before diving into its nitty-gritty, let’s cover all the basics. The word “content” isn’t just a fancy term for blogs or social media posts. Think broader. It’s that snappy infographic, the binge-worthy podcast episode, or that compelling video on your homepage. It’s anything and everything your brand crafts to tell its story.

The ultimate end game is to engage your audience. But engagement isn’t a one-size-fits-all term. Engagement has many faces, whether it’s sparking brand curiosity, sharing the magic behind your product, driving those sweet conversions, or simply valuing your brand loyalists.

Remember that content ideation isn’t about tossing content into the universe on a whim, and it’s not a conveyor belt process. It’s more of an art, where quality outshines quantity any day. It’s about nurturing ideas, letting them simmer, and delivering them at the right time.

So, what leads up to that masterpiece blog post or viral video? The stages of ideation. It starts with understanding what your audience craves—knowing their pain points, creating relevant content ideas that resonate with their challenges, finding keywords to support your ideas, and finally, unveiling them to the world.

Crafting content isn’t just about putting words or visuals together; it’s about connection, resonance, and authenticity. That’s the real magic.

Sourcing Content Ideas: The Content Creator’s Compass

In the bustling content marketplace, it’s not just about finding ideas but uncovering the gems. But before we dive into the tactics, let’s first explore the origins of these brilliant thoughts.

1. Staying in the Know: Navigating Today’s Industry Trends

Navigating the crowded content landscape can feel like a maze. But here’s a nifty trick—ride the wave of industry trends. Glance sideways—how are your competitors and industry experts talking about trending topics? It’s not just the ‘what’ but the ‘how’ that’s gold. 

Deep research can be your compass, guiding your brand’s voice and tuning into the audience’s desires. And while trending topics are great, why not give them a fresh twist? Simply mirroring the competitor’s content doesn’t create value. That’s old news. To truly resonate and captivate, you’ve got to bring something different to the table.

2. Getting the Skinny on Industry News: What’s the Buzz?

Consumers are starved for authentic, trustworthy news content. Whether it’s the latest financial scoop, a pulse-check on healthcare, or savvy business insights, these nuggets empower companies when rolling out products or refining their services. And here’s the real kicker: by serving curated news, your brand isn’t just echoing headlines; you’re becoming the go-to hub for intel. 

What’s news curation? Think of it as handpicking the juiciest bits of info on a topic, giving it a good analytical shake, and then dishing it out to the folks who’ll appreciate it the most. It’s about sifting through the noise and spotlighting what matters.

3. Staying Trendy: Making the Most of Trending Topics & Newsjacking

Want to be a content mastermind? It’s not just about rehashing what’s out there. Dive into Google Trends, find those industry buzzwords rising in popularity, and integrate them into content before anyone else. Tools like Google Alerts and BuzzSumo will keep you on the pulse, delivering the hottest headlines.

Newsjacking is about seizing those big news moments and making them relevant to your brand. For instance, a city-wide power outage could be a goldmine for a candle company’s content angle. Newsjacking requires you to stay alert and ready to jump on that trending wave. If not, you’re just background noise.

4. Gathering Wisdom: Why Team Chats Offer More Than Coffee Breaks

Don’t just paddle in your marketing team’s corner. Cast a wider net across the company. You’d be amazed at the insights the sales, product, or even business development teams can offer. Their frontline experiences with customers and prospects can bring fresh, audience-centric perspectives to your content strategy.

Your leadership and customer service squads can be great sources of information for understanding customer pain points, challenges, and rewards. Their insights can fuel content ideas that resonate and engage.

How do we tap into this reservoir of ideas? Consider:

• Penciling in regular brainstorming huddles with departmental leads
• Setting up a dedicated inbox or form for idea drops and ensuring it’s on everyone’s radar
• Curating a tailored set of probing questions for each team—the more specific, the better

5. Unleashing Your Team’s Creativity: The Brainstorming Blueprint

Brainstorming is common, but doing it effectively? That’s an art. Here’s how to make those sessions count:

• Stirring creative juices: Notice some team members holding back? Kick things off with a light-hearted icebreaker to set the mood and pave the way for ideas to flow.

• Fostering an open playground: At this stage, there’s no room for “no, but”—pivot to “yes, and.” Champion each idea, ensuring every voice feels heard and validated.

• Zeroing in on the zest: Hunt for concepts that ignite excitement, resonate deeply, and inspire action. If the brainstorming session veers off track, gently steer it back using these touchpoints.

• Document the magic: Every idea, no matter how wild, deserves its moment. Jot everything down on a whiteboard, capture it visually, or use digital platforms like ClickUp or others to document remote sessions. Preserve these moments—often, they’re the seeds of brilliance.

6. Scrolling, Searching, Succeeding: Making Sense of Social Media’s Beat

As you navigate the digital landscape, sidestepping social media means bypassing significant audience engagement. Yet, the effectiveness of content varies, especially in the realm of social shares. Dive into the posts of seasoned content creators on these platforms, and you’ll glean a wealth of ideas. The beauty? Instant feedback is just a glance away—likes, shares, and comments give you real-time insights.

You’ll also want to delve into social communities where your audience hangs out and stay attuned to their questions and obstacles. From here, you can gather more profound insights into customer pain points—an essential part of crafting targeted content that’s meaningful for your audience.

Social platforms often act as a brand’s creative playground, revealing its unique voice. You can amplify this voice and cultivate deeper connections with your audience with a finely tuned content strategy.

7. Going Behind the Scenes: What’s Your Competitor’s Next Move?

Your competitors can be your most insightful muses. As you dive deep into competitive analysis, ponder these essential questions:

• What pieces of content are my competitors championing? Initiate a competitive gap analysis. It involves understanding the topics around which your competitors are weaving content juxtaposed with your strategy. 
• Which content mediums resonate most? Where is your competitor seeing the most engagement? Blog posts, social media, or their main website? While imitation isn’t the game, their triumphs can guide your strategy’s direction.

• How do they tackle complex topics? When deciphering how to articulate intricate subjects, draw inspiration from your competitors. Are they infusing unexpected humor or a storytelling angle you have yet to consider?

• Where might content opportunities lie? Examine your content repertoire, spot the gaps, and contrast how competitors engage their audiences. Such insights might nudge you to experiment or pivot, presenting topics with a refreshing twist.

8. Learning Straight from the Source: Why Your Audience’s Voice Matters Most

Sometimes, the most profound content inspiration comes from insights curated by directly engaging with your audience. They can often illuminate perspectives that might have eluded you.

Tapping into your audience’s desires can be a simple strategy. Introduce a concise poll to your newsletter readers, offering a menu of content choices. Alternatively, lean into the power of social media and on-site polls, encouraging open dialogue with thought-provoking queries. Simplicity is the game—ensure your voice remains at the forefront.

The following tools can get you started:

• Quora: A vibrant digital space where curious minds ask questions, and the community collaboratively provides insights, fostering a rich shared knowledge ecosystem
• Reddit: A dynamic platform where stories, insights, and discussions unfold, often termed the “front page of the internet”
  
  

• AnswerThePublic: A window into consumer curiosity, aggregating search suggestions from Bing and Google and presenting them in a visual search cloud

9. Leveraging Licensed Content: Smart, Streamlined, and Effective

Are you facing the challenge of consistently refreshing your content bank? Consider leaning into licensed content to bolster your brand’s credibility. It’s a strategic move, tapping into esteemed editorial pieces from industry luminaries and leading publications. 

And here’s something compelling: 65% of buyers veer towards authoritative content authored by industry trailblazers. Infusing your content strategy with such reputable voices can diversify your content offerings and captivate your audience in novel and resonating ways.

Strategizing Your Content

After compiling and refining standout content concepts, it’s all about deploying them with intent. Let’s optimize your content delivery to truly resonate with your audience.

Finding Your Rhythm: The Importance of a Strong Theme

Content themes serve as your north star. They’re overarching categories that ensure you align with your brand’s objectives and your audience’s desires, streamlining your brainstorming and planning processes.

Adopting a thematic approach when curating your content calendar guarantees targeted results. This method ensures you’re laser-focused on content that genuinely resonates rather than casting too wide a net.

Here’s why this strategy is a game-changer:

• Brand authority: Dive deep into selected areas, positioning your brand as a thought leader.
• SEO mastery: By narrowing down, you enhance your SEO game. Search engines can now pinpoint your specialty with ease.
• Innovation with clarity: Surprisingly, limiting to specific themes can spark more creativity. It removes the paralysis of endless possibilities.
• User-centricity: Segmenting your content into distinct themes streamlines the user experience, making navigation a breeze.

HubSpot coined this approach as “topic clusters.” Check out the following video and see how the company works and benefits your SEO positioning:

Employing Strategic Timing: Harnessing Seasonality in Your Content Plan

Using seasonal content means riding the waves of recurring trends, events, and annual moments that resonate with your audience. It means more than just adding themed content such as a winter wallpaper to your social posts or launching a holiday giveaway. Maintaining a seasonal look for your brand is helpful but you need to make sure you blend your brand’s character with the pulse of your industry. 

When executed with precision, seasonal content pulls new faces towards your brand, boosts engagement, and seamlessly integrates them into your sales journey. It’s a testament to your brand’s vitality and relevance in a rapidly evolving landscape. Conversely, neglecting this facet might signal that your brand has lost its zing.

Remember, much of the content landscape is shaped by the rhythms of seasonality and festivities. Capitalize on this rhythmic flow by ideating and crafting in sync with these patterns. Employing tools like social media and editorial calendars can be instrumental in keeping your team ahead of the curve. Pre-plan, segment your quarters, and anchor your focus strategically in anticipation.

Adapting to Changes: An Airbnb Case Study

COVID-19 affected global travel significantly, and Airbnb, rooted in international travel experiences, found its content misaligned in a world with travel restrictions. In response to these changes, Airbnb adjusted its content approach:

• Virtual offerings: Airbnb introduced “Online Experiences,” where hosts could provide virtual activities like cooking or meditation.
• Local focus: Airbnb highlighted the discovery of nearby gems, addressing the shift towards local stays and experiences.
• Safety measures: Airbnb introduced the “Enhanced Clean” program, creating content around safety and cleaning guidelines.

To communicate these changes, Airbnb used numerous tools:

• Blog updates: Airbnb’s blog highlighted stories of hosts adapting to the new environment and guests choosing longer-term stays.
• Email communication: Guests received information about Airbnb’s safety measures and promotions for local stays.
• Social media: Airbnb’s platforms featured virtual experiences and emphasized local travel.

What was the outcome of these strategy shifts? While traditional bookings decreased, Airbnb’s Online Experiences gained traction. The emphasis on local stays resulted in a rise in such bookings. And the company’s clear communication around safety and support for hosts helped maintain trust.

Airbnb’s ability to adjust its content strategy during the pandemic demonstrates the importance of being responsive and understanding its target audience’s needs. This approach helped Airbnb stay relevant and supportive for its community during a challenging period.

Repurposing Old Content

Lastly, when navigating the content creation journey, it’s essential to remember that content creation doesn’t have to become stale. Innovation often lies in revisiting what’s already been crafted.  

Breathing new life into existing content isn’t just a fallback—it’s a strategic move. You can amplify your message without starting from scratch by refining or reimagining what’s already in your arsenal.

Dive into Ross Simmonds’s Whiteboard Friday to see how he masterfully revitalizes previous content:

Keeping it Real with Content

Content creation can seem overwhelming, but it’s all about understanding your target audience and staying true to your brand’s voice. Ultimately, impactful content truly speaks to its audience and creates lasting connections.

You can effectively navigate the ever-changing content marketing landscape by staying informed, adaptable, and genuine. Join our Foundation Labs Inner Circle community for expert insights in content marketing.