Content Marketing Ideation: How to Generate and Manage Creative Concepts

Cameron, Jackie

Abstract

This chapter talks about the process of idea generation for content marketing. It discusses how content marketers generate creative ideas and introduces theories and concepts about creative processes. The chapter also provides recommendations on how to develop hero, hub, and hygiene content, and demonstrates selected ideation techniques and tools.

Citation

Cameron, J. (2023). Content Marketing Ideation: How to Generate and Manage Creative Concepts. In Digital Content Marketing: Creating Value in Practice (31-60). Routledge. https://doi.org/10.4324/9781003346500-3

• Online Publication Date: Nov 23, 2023
• Publication Date: 2023
• Deposit Date: Jun 3, 2024
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Pages: 31-60
• Book Title: Digital Content Marketing: Creating Value in Practice
• Chapter Number: 3
• DOI: https://doi.org/10.4324/9781003346500-3
• Keywords: digital content, content marketing, ideation, creativity, ideas, marketing
• Public URL: http://researchrepository.napier.ac.uk/Output/3675371