We’ve all been there when someone suggests a content marketing tactic or topic, immediately triggering thoughts of, “That’s an awful idea. We can’t do it.” Whether it’s a new tactic that doesn’t fit into your content strategy, a repetitive idea, or one requiring significant resources when your team is already stretched thin, there are ways to turn the underwhelming suggestion into captivating, audience-engaging content. Instead of giving an immediate “no,” consider exploring how to transform that not-so-great idea into marketing success. This is a skill set and framework that can be learned. Here, we break down the process into two parts: gathering information and developing a communication road map.
Grasp the Request
“Let’s do a podcast,” says the CMO. “Let’s create a microsite that talks all about our new customer,” says the CEO. “Let’s do a blog post about all of our updated product features,” suggests the vice president of product marketing. These types of requests often raise the immediate question: “Why?” Understanding the proposal involves getting to the root of the request. For example, is the CMO asking for a podcast because they like listening to them? Does the CEO want to celebrate a new customer in a grand way? Or does the product marketing team think a blog post is the only way to inform customers about new features?
To gain insight into the requester’s motivation, ask probing questions such as why the idea is top of mind, what they like most about it, how the idea originated, and if they have seen it executed successfully elsewhere. Then, further clarify by asking what success for this idea would look like. Sometimes, despite good intentions, partners propose deliverables that may be better achieved differently. By knowing the request’s background, alternative suggestions can be made. For instance, a blog post may be more effective as a newsletter, a microsite might serve better as a case study on the main site, and that requested podcast might fail to deliver the expected outcome.
Clarify the Purpose
In successful organizations, goals range from company-wide to individual team key performance indicators (KPIs). Focusing on the idea’s intent involves aligning the proposal with existing objectives and goals. Begin by identifying where the goals align and where they diverge.
For instance, when a CMO wants a podcast, there may be a misalignment between the goals and the metrics. The content team’s KPIs might be centered on driving traffic to the website and acquiring leads, whereas the podcast hosting platform primarily tracks subscribers, making it difficult to track listeners who visit the website or convert into leads. Addressing this misalignment could lead to the CMO accepting a different activity that better aligns with content goals. Finding the overlap or misalignment between what the requester views as success and the team’s KPIs allows the original idea to evolve into something new and more effective.
Concentrate on the True Audience
Typically, content creation starts by understanding the brand’s target audience’s needs. However, in this framework, the initial audience is the requester of the not-so-great idea. Once understanding their request and expected outcomes, the conversation can then be redirected to focus on the customer’s needs.
Using the “yes and” method can help build on the idea while addressing real customer wants. For example, when a requester suggests a blog post about updated product features, respond with, “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 retains the core concept while making it more audience-centric.
Place the Idea in the Content Plan
The next critical step involves identifying where the new proposal fits within the planned editorial calendar. Pinpoint any content gaps along the customer journey that this idea could potentially fill. It may be useful to audit existing content to understand what resonates most with the audience and why.
This content audit provides data to facilitate a move towards a better idea. For instance, if the proposed podcast would disrupt the current content flow or plans for the quarter, suggest auditing current successful audio or video content to see if expanding on these channels might be more fruitful. Such a strategic positioning ensures the new content idea not only aligns with ongoing campaigns but also enriches the overall content journey.
Evaluate Your Resources
Often, less-than-great ideas come with a lot of enthusiasm and urgency, which can lead to delays in other activities and stress about executing them. Instead of succumbing to disruption, assess what your team requires to facilitate a conversation on what to do next.
Ask yourself questions about budget and resources: Do you need more funds or tools to measure the impact of the request? Do you have the time and capacity to execute this idea correctly without compromising other projects? With all the information gathered thus far, you can engage in thoughtful planning. This ensures that the content team’s energy and resources are directed efficiently toward creating high-quality, audience-relevant content.
Establish Common Ground
Now that you’re ready to communicate and collaborate, begin by stating your alignment with the requester. For example, you might say, “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.” Such statements build a strong foundation for the collaborative process.
Recognizing common ground in the collaborative effort helps everyone feel their perspectives and contributions are valued. This initial step in communication reinforces shared objectives and sets the stage for productive discussions, ensuring everyone is moving forward together.
Recognize Challenges
Be open about potential obstacles that could impede the success of the proposed idea. Acknowledge the challenges, anticipated problems, and areas where disagreements may arise. Are budget constraints a concern? Is the execution team overloaded, requiring reprioritization?
While it’s essential to discuss these topics, you don’t need to spend excessive time here. Simply naming the challenges allows for smoother discussions, making it easier for all parties to work together to overcome them. By addressing these issues upfront, everyone involved can help navigate the complexities more effectively, ensuring a clearer path forward.
Restate the Objectives
Revisiting and laying out the goals identified in the information-gathering phases is crucial. The aim is to consolidate the most important top-line objectives from major stakeholders. Avoid exhaustive lists; focus on capturing the main goals expressed by the stakeholders and any common points from different teams.
Restating these objectives reinforces the shared understanding of what the project aims to achieve. This clarity serves as a guiding principle as the team progresses through further discussions and brainstorming sessions. With mutually agreed-upon goals, the groundwork for a successful outcome is firmly established.
Identify a Shared Goal
Discovering a common goal or at least identifying overlaps in goals often requires in-person conversation or debate. Use previous findings to suggest a preliminary list of three to four likely objectives to kick off the discussion.
More often than not, narrowing this list down to a single shared goal—if not possible, then a primary and secondary goal—through open dialogue fosters mutual agreement. Establishing these unified goals anchors the brainstorming process, guiding the team to ensure that new ideas align with the overall objectives and contribute to a cohesive content strategy.
Generate Ideas
Now comes the hardest part: brainstorming. This step can vary based on the organization’s culture, the nature of the request, and the stakeholder dynamics. A brainstorming session with all major stakeholders can provide several fresh options. If the participant group is too large, a smaller subset might be more productive.
Including an outsider in the brainstorming group can offer a fresh, unbiased perspective, often leading to breakthrough ideas. As different ideas emerge, it’s essential to evaluate them critically, orienting around the shared common goals identified earlier. This method ensures any “cool” ideas align with the overarching objectives, filtering out those that don’t meet the set goals for further ideation under suitable conditions.
10. Iterate as Necessary
Understand that the process might not be linear. It’s normal to take two steps forward and one step back. Revisiting earlier stages or starting over doesn’t indicate failure but rather signifies progress—a more profound comprehension of the project makes it easier and quicker when revisiting phase steps.
Throughout this iterative process, continually apply lessons learned from prior discussions and evaluations. Refining the approach ensures that each subsequent iteration is more informed, aligning closer with established goals and improving the likelihood of producing successful content initiatives.
11. Secure Final Agreement
By this point, you likely have approached a more refined, viable idea. Summarize the journey, thanking the participants for their involvement, ensuring they feel invested in the outcome. This shared sense of ownership is vital for the successful execution of the project.
Securing final agreement involves reiterating the value of collaboration and mutual effort. Ensure that everyone is on board and prepared to contribute to the execution phase. The feeling of shared victory in moving from a not-so-great idea to a compelling content initiative is a collective accomplishment worth celebrating.
Conclusion
We’ve all experienced moments when someone puts forward a content marketing idea that instantly makes us think, “That’s terrible. We just can’t do it.” Whether it’s a new approach that doesn’t align with your existing strategy, a recurring theme you’ve already done to death, or an idea that demands hefty resources your team doesn’t have, there are ways to spin these lackluster suggestions into engaging, audience-capturing content. Instead of immediately shutting down the idea, take a moment to consider how you might turn it into marketing gold. This transformation is achievable through a certain skill set and a structured framework.
First, gather relevant information. Understand the core of the suggestion and why it was made. Investigate the possibilities: Could this idea be adapted to fit your strategy? Can it be simplified or combined with other content? Analyze the audience’s needs and preferences.
Next, develop a communication road map. Sketch out a plan that aligns with your content goals and audience engagement strategies. Determine the resources required and identify team members who can contribute effectively. By following this two-step process, you can often turn a not-so-great idea into something that not only works but thrives within your content marketing efforts. Learning to see the potential in every suggestion cultivates a creative, flexible approach that can yield impressive results.