March 1, 2013

“But the truth is, it’s not the idea, it’s never the idea, it’s always what you do with it.” ― Neil Gaiman The process of formulating ideas for creating digital content—either for business or for the mass media—is an altogether complicated and tricky venture. Because it does not only end with the creation of the idea itself, the challenge lies greatly on how this idea is structured and developed to consistently attract an audience to make a particular action. How interesting to note that creating ideas, in this regard, has somewhat turned into a process—a routine that may become restrictive and off-putting in nature.

The Birth of an Idea

If we try to think about it, ideas for creative content should not be relegated to a form or that it should be bound by limits and restrictions. However, these structures guarantee that the idea is an effective one and ensures that it actually leads someone to say, “Hey, that idea is spot on!” or “You hit ‘em right!” For when these ideas are shortchanged for something that is supposedly limited, then that is where the problem may be. It has often been told that ideas power content strategy.

I once worked for the college paper and ideas are basically what drive the paper’s strategy on content writing. It was an exhaustive process at first but then we eventually realized that by having one specific objective, content ideation became a walk in the park. It was what compelled the editorial board and staff to effectively publish award-winning articles (at least in the Regional level) and drive our readers, which is our “market”, to an often conflicting yet cohesive sense of action albeit contrasting opinions.

The Creative Process of Ideation

Every organization thrives on great ideas in order to survive a totally stiff and, to some extent, demanding competition. If you want to stay in the cutthroat business of the digital industry, ideas should flourish and flow like water in the rapids, capturing an audience and consistently making them “hooked” to what you may be offering. The market changes rapidly, but content—which creates the audience and the market—does not. Well, at least not for now.

This discussion on digital content ideation will help organizations to maximize potentialities and resources, beginning with the creative process of ideation, and structuring them for effectively achieving goals or specific objectives. A business’ success starts with an idea. Sometimes it can be the most bizarre, or unusual. But if it is not new then we would have ended up with such boring, ludicrous life, don’t you think? Or we would still be living in caves by now?

For an idea to become great, it first has to seep through every level in the organization. Once every member is engaged with the same vision and the same objective then that idea leads to a unified working environment. The big question now is, how do you create ideas? And how do you make them great? There is actually a science to it. No, it is not too technical or any of those mumbo-jumbos you may be expecting. You will learn a great deal about it on my next blog.