5 truths about content-marketing ideas

A study of almost 400 U.S. marketers revealed how they come up with creative concepts, and how to help the process go smoothly. 

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How many ideas do they invest in achieving their marketing goals, and what are the processes B2B marketers use (or don’t use) to siphon ideas into creative pipelines?

Related: What’s the Big Idea? 10 Qualities That Set Big Ideas Apart

In an original research project I recently completed, I found answers. The project surveyed 377 marketers across the United States, primarily in B2B industries (76 percent).

Though the results underscored some existing hypotheses about ideas and ideation, they also revealed new insights about what marketers need to be successful.

Here are five fundamental truths I found:

1. A constant, steady stream of ideas is crucial to content marketing—99 percent of marketers agree.

Marketing has long been a creative craft. Despite the growing need for data-backed strategies, success still demands clever, thought-out messaging and brand positioning.

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