Tip Tuesday: 4 Tips for Brainstorming Content Marketing Campaigns

A good content strategy starts with a good concept meeting.

In fact, how well a brainstorming session goes can define how well the content marketing campaign develops. This is because most of the big ideas that are used to guide the smaller efforts in everyday writing and strategy for a campaign most often come from the first few times a team discusses a new project.

When the big idea doesn’t come out of those first discussions, it can lead to more drawn-out and painful creative process.

It can seem whether a brainstorming meeting goes well comes down to the luck of the draw, but there are some tips to making the most out of your preplanning efforts.

1. Purpose

Why does the client need a content marketing campaign? Before deciding what topics will be covered or how you will measure anything, it’s important to define what the campaign is aiming to do. After all, depending on the purpose of the campaign, the goals will vastly change. For instance, if a client wants to inform the customers they already have, the analytic and content goals will be far different from trying to aggregate new customers.

2. Priorities

After discussing the purpose of the campaign, the second step is to set priorities. For most campaigns, there will be multiple purposes and different goals. However, these purposes and goals cannot be weighed equally. Instead, look at what is most important for this specific campaign. If your client wants to bring in new customers and also educate the customers they do have, it’s important to look at where the company stands to decipher which is more important. If they have a long list of existing customers and already have steady growth, education will be more important. For a small business just starting out, finding new customers will be much more important.

3. Audience

With purposes defined and priorities set, it’s time to consider who you are marketing to. If a company sells products to mothers, there are a few key members of an audience, such as new mothers and mothers that just had their third or fourth child. However, targeting college women will not be an appropriate audience. Depending on your audience, the tone of your writing and the type of content you use will greatly vary.

4. Medium

As mentioned above, the type of content changes depending on your audience. For some, a quick and easy infographic for reference will be a useful content type. An example would include someone new to Do-It-Yourself projects for a company that sells craft supplies. It could serve as an easy guide they can keep out while working on their projects. However, if your client is a lawyer that is looking to have a voice in the legal community, industry news will likely be more appropriate.

While it is good to have a variety of content types for every client, determining which types won’t be used based on their audience and specific goals. For instance, if you decide to use a lot of video and how-to articles, your editorial calendar and research, along with major themes and topics, will look much different from a client that will be posting interviews and case studies.

These three categories will make brainstorming more productive. In fact, many of the categories can serve as their own inspiration. For instance, knowing you are creating a how-to video for new mothers to educate them on the product they have already bought will spring forth more innovative ideas than knowing you are selling baby food. By organizing what you need from your brainstorming ahead of time, you can create a more cohesive strategy from your first meetings.

Lauren is the copywriter at Commexis with a background in journalism and content writing. When she isn’t reading blogs, she is spending time with her cat and playing with other people’s dogs.

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