Digital Content Marketing

3 Content Marketing Ideation: How to Generate and Manage Creative Concepts

By Dr Jackie Cameron

DOI: 10.4324/9781003346500-3

Learning Outcomes

• To develop an in-depth understanding of how content marketers generate creative ideas and apply key theories and concepts in practice.
• To identify the characteristics and benefits of hero, hub, and hygiene content.
• To acknowledge the role of journalism practices and processes in content marketing ideation.
• To recognise, and explain, practical ways to conceptualise and manage content, from the idea stage to the promotion of creative campaigns.

Introduction

Creativity is the lifeblood of content marketing, just as it is for other subdisciplines of marketing. Compelling concepts that underlie creative ...