How Marketers Brainstorm and Use Content Ideas

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by Ayaz Nanji
Half of all marketers say they do not have enough ideas to be successful in their content marketing efforts, according to a recent report from Kapost.

The report was based on data from a survey conducted in February and March 2015 of 377 marketers (76% B2B-focused, 20% B2C, 4% both).

Senior executives have more confidence in their company’s idea pipeline than entry-level marketers do: Some 80% of C-level staff think they have enough ideas to fuel content marketing efforts versus just 50% of coordinators/associates.

Below, additional key findings from the report.

Brainstorming for Ideas

  • Respondents estimate needing 67 content ideas per quarter, on average, to be successful.
  • 39% of marketers surveyed say coming up with ideas for content is difficult, compared with 61% who say it is easy.
  • 68% of marketers want a better way to crowdsource ideas from internal (company) departments.
  • 52% of marketers report using a cross-departmental process for idea generation.

Ideas in Action

Companies take 2-6 hours, on average, to turn an idea into a completed blog post.

B2B respondents say 75% of ideas, on average, are turned into a content asset, published once, and never repurposed.

About the research: The report was based on data from a survey conducted in February and March 2015 of 377 marketers (76% B2B-focused, 20% B2C, 4% both).