We’ve all been there when someone suggests a content marketing tactic or topic, and you instantly think, “That’s an awful idea. We can’t do it.” Maybe it’s a new tactic that doesn’t fit into your content strategy. Perhaps it’s an idea that’s already been done. Or, possibly, the suggestion requires significant resources, and your content and marketing teams are already stretched thin. Instead of giving them an immediate “no,” what if you explored how to turn the underwhelming idea into captivating, audience-engaging content? It’s not a pipe dream—it’s a skill set and framework you can learn. This article provides a practical approach to transforming less-than-ideal content ideas into something fantastic through a structured process.
1. Comprehend the Request
Understand the Ask
The first step to transforming a subpar content idea is understanding the original request. When someone suggests, “Let’s do a podcast,” “Let’s create a microsite that talks all about our new customer,” or “Let’s do a blog post about our updated product features,” your initial reaction might be negative. The critical question to ask is, “Why?” Investigating the motivation behind the request can provide valuable insights. Does the CMO favor podcasts personally? Is the CEO looking for a grand way to celebrate a new client? Does the product marketing team believe a blog post is the only way to inform customers about new features?
To gain deeper insight, you must ask precise questions. Inquire why the idea is top of mind, what aspect of the idea appeals most, how the idea originated, and whether they have seen it implemented successfully elsewhere. This information will help you understand the requester’s thinking and start evaluating alternative methods that might better suit your goals and resources.
Determine the Intent
Understanding the ask is important, but determining the intent is equally crucial. Successful organizations have goals that align across companywide strategies and individual team performance indicators. By focusing on the idea’s intent, you can assess whether it aligns with your existing goals. Ask yourself how the objective of the new idea fits within your current strategy. Do the goals align, or is there a misalignment?
It’s essential to find any overlap or divergence between what the requester considers success and your team’s KPIs. For example, if a podcast idea’s primary metric is subscribers, but your team’s goals involve driving website traffic and generating leads, the misalignment would necessitate rethinking the project. Confronting these misalignments early can save time and refocus efforts on more fitting initiatives.
Focus on the Real Audience
You usually begin any content project by identifying the needs of your brand’s target audience. However, in this framework, your immediate audience is the person requesting the content. Once you understand their ask and expected outcomes, you can pivot the conversation toward what your customers genuinely need. Use the “yes and” method with the requester. For instance, you can say: “Yes, I love your idea of a blog post about the product features, and let’s start the article by explaining how our customer can solve their pain point.” This approach can help align the initial concept with broader, audience-focused objectives.
Identify Where the Idea Fits in the Content Journey
After understanding the intent and audience, identify how the new concept fits into the planned editorial calendar. Assess whether there are content gaps along the journey that could be filled with this idea or if you can optimize other assets to meet this request. Conducting an audit of your published content to see what is truly resonating with your audience is an invaluable exercise. This data can steer conversations toward a better idea that is not only relevant but also much more impactful.
Look at Your Resources
Not-so-great ideas often come with lots of enthusiasm and urgency, creating stress about execution and potential delays in other activities. Instead of surrendering to this disruption, you must assess the resources required. Consider whether you need additional budget or manpower, if you have the right tools to measure the impact, and if you have the time to execute the idea correctly. Armed with insights from the previous steps, you now have the information necessary to start building a more feasible idea.
2. Collaborate for a Superior Idea
State the Common Ground
Begin any collaborative effort by identifying common ground. Start by stating your alignment: “I’ve talked to everyone involved in this project, and we all agree on who the audience is and that we don’t want this project to hijack the work this quarter.” This establishes a solid foundation for advancing the conversation constructively. Unified acknowledgment of these elementary factors primes the team for a productive discussion that remains focused on shared objectives.
Acknowledge Obstacles
Be transparent about potential obstacles that could impede success. Address any discovered challenges, anticipated problems, and areas of disagreement upfront. Is the budget sufficient? Is the execution team overloaded, necessitating reprioritization? Although this step doesn’t require exhaustive discussion, naming the challenges provides a framework for overcoming them collectively.
By laying these challenges on the table, you pave the way for open dialogue and better preparation to address them. Collective awareness and acknowledgment can drive a more collaborative approach, easing potential friction points before they amplify into significant hindrances.
Restate the Goals
This step involves building the business case for the revised idea by laying out the goals identified during the information-gathering phase. You don’t need an exhaustive list; focus on capturing the most critical top-line goals from major stakeholders, especially those that overlap. For instance, these could include increased audience engagement, better alignment with content strategy, or enhanced lead generation.
This restatement serves a dual purpose. First, it aligns everyone around a clearly articulated set of objectives. Second, it positions the revised idea within a strategic framework that resonates with stakeholders. When done correctly, this step helps cement buy-in for the redefined approach.
Find a Common Goal
While it would be ideal for Step 3 to reveal common goals immediately, often this requires further discussion. Use the narrowed goals list from Step 3 to steer the conversation toward finding shared objectives. This typically involves in-person meetings where various stakeholders debate the priority and relevance of each goal.
Kick off the conversation by suggesting three to four likely objectives. The goal here isn’t just to reach consensus but to establish common ground that guides future brainstorming sessions. Through this dialogue, stakeholders can collectively identify one or two core goals to anchor their efforts, setting the stage for focused and productive ideation.
Let the Ideas Roll
With a common goal established, move into the brainstorming phase. Tailor your approach to your organization’s culture and the nature of the request. A brainstorming session involving most or all stakeholders might generate numerous ideas, but if it’s too cumbersome, a smaller group may prove more effective. Including an outsider in this process—someone not directly involved but familiar with the organization—offers a fresh, unbiased perspective that can lead to creative breakthroughs.
Kickstart the ideation by presenting a shortlist of alternative ideas. Solicit input from the team to ensure wider buy-in, even if the decision-making isn’t entirely democratic. Orient all generated ideas around the common goal, setting aside any concepts that, despite their appeal, don’t meet the agreed-upon objectives. This keeps the brainstorming focused and goal-oriented.
Repeat as Needed
Acknowledging that the process may not be linear is crucial. Two steps forward and one step back is normal. Be prepared to revisit earlier steps or even start over. This cyclical approach signals progress, leveraging your initial findings to streamline the process during subsequent iterations.
Accepting the iterative nature of this process makes it easier to adapt to new insights or changing circumstances. Flexibility ensures that the ultimate outcome is well-aligned with both the overarching goals and the immediate needs of the content initiative.
Get a Final Agreement
We’ve all experienced that moment when someone proposes a content marketing tactic or topic, and your first thought is, “That’s a terrible idea. We can’t do it.” Maybe the new tactic doesn’t align with your content strategy, or perhaps the idea has been done to death. Or it could be the suggestion demands significant resources when your content and marketing teams are already overburdened. Instead of shutting it down with a straight “no,” what if you explored ways to transform the lackluster idea into engaging and compelling content that captivates your audience? Turning a mediocre concept into a stellar piece isn’t just wishful thinking—it’s a skill set and a strategic framework you can develop. This article offers a practical guide to converting less-than-ideal content ideas into successful, impactful pieces by following a structured process. By embracing this approach, you can unlock the potential hidden within seemingly uninspiring ideas and create content that resonates deeply with your audience.
