This document summarizes a presentation on ideation and content creation for B2B marketing. It discusses how content should inspire, incite and ignite. It defines ideation as the process of generating and developing new ideas. The presentation features three speakers and discusses how their companies approach ideation for content creation. It provides examples of ideation tools used by Content4Demand, Instec Corp, and Cox Media like infographics, checklists and playbooks. It concludes with recommendations for getting started with ideation like meeting with subject matter experts and sales teams.

1. PRESENTED BY
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B2B Content Concepts That Inspire,
Incite and Ignite
Unleashing the Power of Ideation

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Tonya Vinas,
Senior Editor, Content4Demand
Samara Hamilton,
Director of Marketing, Instec Corp.
Merrie Beth Salazar,
Director of Marketing
Communications, Cox Media
Presenters

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What Should Content Do?

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INSPIRE!

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INCITE!

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IGNITE!

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http://en.wikipedia.org/wiki/Ideation_(idea_generation)
Ideation is the creative process of generating,
developing, and communicating new ideas, where
an idea is understood as a basic element of thought
that can be either visual, concrete, or abstract.
Ideation comprises all stages of a thought cycle,
from innovation, to development, to actualization. As
such, it is an essential part of the design process,
both in education and practice.
What is ideation?
B2B Marketing: Coming up with new
ideas to further strategic goals.

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§ Previously unreleased information
§ Known information presented in a
different way to create new knowledge
§ Known information in new formats
designed to raise awareness and/or
incite action
“New” content can come from…

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Ideation Is A Challenge For
(About Half) Of B2B Marketers
But it’s the most important thing in content marketing.
(I have a slight bias.)
Source: 2013 B2B Content Marketing Benchmarks-N. Amc: CMI/Marketing Profss

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Tactical Expertise
Storytelling skills
Subject matter knowledge
Formats
Delivery channels
Strategic View Of Buyer
Pain points and triggers
Buying journey
Behaviors and actions
Ideation Requirements

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Content4Demand Ideation

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Instec and Cox Ideation

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Instec Infographic

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Instec Checklist

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Cox Playbook

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Cox Infographic

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Get Started By:
§ Meeting with your SMEs and Sales Team.
§ Documenting what questions their customers are asking.
§ Documenting what questions they should be asking.
§ Assessing how conversational your current content is and if it is
answering these questions.
§ Assessing whether you are effectively using different content
formats—extending beyond the core menu.
Questions?
Key Takeaways
Creating content that inspires, incites and ignites is not easy.
But it is possible.