Have you ever struck content marketing idea gold? Maybe you had the best team brainstorming of your career? Maybe something changed in your industry that opened up a whole new avenue of topics? Or maybe you are just getting involved in a new business venture and your content marketing ideas are coming in at a mile a minute. It's a nice problem to have, but it's still a bit of a problem! While most of us struggle to come up with enough ideas, having too many ideas that pull our content marketing efforts in a hundred and one directions can also hurt more than it helps. That's why it's so important that every content marketing campaign have a strategy (or at least a rough outline) to keep the train on the tracks!

Rebecca Lieb of The Altimeter Group argues that one of the biggest mistakes site owners/marketers make when it comes to content marketing is that they put;

Tactics before strategy - the "let's launch a Facebook page" approach, with no view toward what that's meant to achieve, who's meant to make it happen or drive it forward. That's failure in the making.

Here are 3 ways you can reel in your content marketing ideas to make sure everyone and everything is on the same page:

1. Organize your ideas by topic and see what patterns emerge.

Let's say you're getting involved in a local community site and want to cover a wide swath of topics. What do you want to write about? Local cuisine, restaurant reviews, interview with top chefs in the area and such are all under FOOD. Community festivals and shows, concerts, fairs and more are all HAPPENINGS. What other high level topics do your best ideas center on? Which areas do you have more ideas for and which ones are a little thin? Once you have 5 or 6 identified patterns you can create editorial calendars for each category so you keep a steady stream of content going live for every topic.

2. Create an editorial calendar.

If you're going to write content about local festivals and activities they obviously have to go out at a specific time. Too early or too late and your content falls on deaf ears. Take a look at all your content marketing ideas and pull out the ones that are time sensitive so they don't get lost in the shuffle. For instance, I live and work in the Boston area and right now we are in the heart of apple picking season. Recipes featuring fresh apples, features about local farmers, user-generated photos and videos---all that content needs to go live now because by the middle of October everyone has moved onto the holiday season and apples have had their turn.

3. Assign ownership.

If you run a one-man show than clearly you alone are responsible for turning those ideas into actual content, publishing it, promoting it, and keeping the wheel spinning. But the minute other hands get involved in the process there needs to be a clear delineation of responsibilities. Will a different person be responsible for one category specifically or can they write about anything? If you bring in guest bloggers who is responsible for wrangling those writers, keeping them on schedule, and editing their content? Will each blogger be responsible for promoting their own content or does it all pass through one person? When everyone knows what their function is it's a lot easier to make sure nothing slips through the cracks and everyone is working on the same page.

As I said before, having too many good ideas to choose from is a great problem to have, but it's very easy to get lost in the idea pool and not actually come up with any solid content. If you're lucky enough to have a seemingly endless supply of topics to work with you still need a plan of attack, a strategy so that all your content is working towards the same goal. Remember, everything you publish has some kind of impact on your audience, for better or worse. You don't want a mish-mash of unrelated content to be the image your brand presents to your readers.

September 30, 2013

Nick Stamoulis is the President and Founder of Brick Marketing, one of the premier full service SEO firms in the United States. With over 12 years of experience Nick Stamoulis has worked with hundreds of companies small, large and every size in between. Through his vast and diverse SEO, search engine marketing and internet marketing experience Nick Stamoulis has successfully increased the online visibility and sales of clients in all industries.


As a "one person office", I wish I could delegate some of the content management. A friend of mine runs a company with four employees. He assigned each person to write a two-paragraph article each month for their newsletter. The article can relate to a client issue or success story. It can even be a link to an interesting article within the industry. The boss doesn't have to worry about filling all the content himself and the newsletter is much more dynamic with multiple viewpoints.

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