Content Marketing

kara_susvilla
HubSpot Employee
HubSpot Employee

What's your creative process?

Having a process also allows you to think of ideas that may not be easily apparent. What's one thing you do to help come up with new ideas? How can you incorporate this into a repeatable framework (for yourself as well as those you collaborate with)?

 

*To learn more about this, check out the Generating Content Ideas lesson via HubSpot Academy. 

3,034 Replies 3,034
AlexCW
Member

What's your creative process?

My Repeatable Idea Generation Framework

1. Exploration Mode (Input Phase)

  • Walk & Observe: Take long walks with my dog and stay open to sensory details, emotions, and unexpected connections.
  • Travel & Experience: New places, people, and cultures offer fresh angles on storytelling.
  • Curiosity-Driven Research: Dive into topics of interest, even if they seem unrelated—sometimes the best ideas come from surprising connections. 
  • Read Widely: A large portion of ideas often come from reading extensively. 

2. Capture Mode (Recording Insights)

  • Idea Notebook/App: Jot down thoughts, phrases, or moments that spark something. (I use voice notes if I am on the go.)
  • Mind Mapping: If a topic excites me, brainstorm related ideas and unexpected angles.

3. Connection Mode (Idea Development)

  • Pattern Recognition: Review and organize my notes periodically and look for recurring themes.
  • Oppositional Thinking: Ask, "What if I flip this idea on its head?" or "How does this connect to something seemingly unrelated?"
  • Test the Idea: Write a rough outline, a headline, or a short blurb to see if it has potential.

4. Refinement Mode (Turning Ideas Into Content)

  • Draft & Iterate: Flesh out the idea into a story, sales piece, or campaign.
  • Feedback Loop: Share with a trusted audience for insights before finalizing.
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SamMustapha
Member

What's your creative process?

My creative process involves drawing inspiration from my past work or others, organizing my ideas, trying to tell a story with my ideas, and then executing it.

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UMarthe
Member

What's your creative process?

What's your creative process?

My creative process starts with brainstorming ideas and researching online, taking notes as I gather insights. I take breaks, listen to music, or watch movies—always keeping a notebook nearby because my eureka moments can strike time! 💡 Then, I sit down and bring everything together, writing my piece with clarity and purpose.

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JLeo1
Member

What's your creative process?

My creative process usually involves unconscious processing. When I get a eureka moment, I write down the idea in my notes app. Then, I research everything I can about that thing and save the sources to a spreadsheet. Finally, I use AI to help me develop or work through my idea and make a Google Doc. 

7rabia
Participant

What's your creative process?

My creative process generating content ide involve research, brainstorm, collaboration,idea filtering, concept development and refining.By following this step ,I will be able to product relevant content that resonate with my audience.

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Monisha1
Member

What's your creative process?

My creative process involves brainstorming, researching, and refining. One technique I use to come up with new ideas is mind mapping. I start with a central concept and branch out, allowing myself to explore various angles and subtopics. This often leads to unexpected connections and sparks fresh ideas.

To make this a repeatable framework, I could:

  1. Set a regular time for brainstorming sessions where I create mind maps for upcoming projects or content.
  2. Collaborate with others by sharing the mind map and inviting input, ensuring a variety of perspectives.
  3. Review and refine the mind maps after a set period to see which ideas have developed further or gained more relevance.

This can be used not only for my own work but also as a collaborative tool for any team, helping everyone contribute to the ideation process.

OMartins4
Participant

What's your creative process?

 

 

My process involves a clear, repeatable framework to help generate and refine ideas:

1. Research and Inspiration

I begin by diving into relevant materials—reading blogs, studying competitors, and using tools like Google Trends and BuzzSumo to gather insights. I also keep a collection of successful copy examples (a swipe file) for inspiration.

2. Brainstorm and Outline

I map out ideas using mind maps or simple lists. Once I have several angles, I organize them into a logical structure, ensuring a flow of ideas.

3. Drafting

I write a rough draft quickly without worrying about perfection. The goal is to get the ideas down on paper, which I can refine later.

4. Editing and Refining

After the draft is done, I focus on clarity and readability, using editing tools like Grammarly and Hemingway Editor. I also ensure the content is structured for easy reading—using headings, subheadings, and bullet points.

5. Optimizing and Testing

If applicable, I incorporate SEO keywords to improve discoverability. I also analyze engagement metrics to refine future content.

 

Creating a Repeatable Framework

1. Step 1: Gather information and get inspired.

2. Step 2: Brainstorm and organize ideas.

3. Step 3: Write the first draft.

4. Step 4: Edit and optimize the content.

5. Step 5: Gather feedback and measure results.

 

This process helps keep my content creation consistent and organized. I can apply this method to my own work and collaborate with others efficiently by following the same structure.

TR65sjsu191
Contributor

What's your creative process?

My brainstorming process starts with a walk or two, looking at the community at large and taking inventory (assessment) and then doing a little note-taking. 

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AAckerman4
Member

What's your creative process?

I usually brainstorm by making charts, lists, and notes. I can incorporate by sharing those notes, writing notes together or researching then coming back to the team on what ideas were researched. 

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RSmalling
Participant

What's your creative process?

My creative process is to brainstorm, take notes, and make a plan. .

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DSC-KHallPhD
Participant

What's your creative process?

My process of coming up with new ideas.  (1) Read and consume various genres of material.  (2) Go for a walk, run, or swim. When I do repetitive physical movement - it calms my brain and new ideas percolate. 

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mikellerogers
Member

What's your creative process?

One thing I do to come up with new ideas is taking breaks and stepping away from the project. Sometimes, when I take a break and do something different, my mind can come up with fresh ideas. To make this a regular part of the process, I could schedule short breaks during my work time. I could also encourage my team to take breaks or do something creative outside of work to help them think of new ideas. This way, everyone can come back with fresh perspectives.

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Kirti_
Participant

What's your creative process?

I really like spending time outside, be it in a park or a market or even on my terrace. I then observe people, things, animals, birds, scenery etc. While watching and observing the surroundings, I start thinking and some random things come in my mind. I write down those things and later sit and think about them. Not immediately but in few days a new idea come to my mind which is a mixture of everything which I have observed. 

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Ogechi_Ezike20
Member

What's your creative process?

I brainstorm ideas, write them down, and leave it for a while. 

 

I take walks, listen to music or do any other fun activities and the ideas will just flow in. 

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LMeric
Member

What's your creative process?

I like to ask others for their opinions and points of view and consider different perspectives on a problem or situation to determine how to tackle it. 

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md64153
Member

What's your creative process?

When working with a team, I ask the others for their opinion(s).  One person may think the best option for content is a blog; one may think a podcast works best; one may indicate a news article; one may stress social posts.  Usually, the content ends up being a combination of those elements, but I try to make it a point to get others involved in the process.  They almost always come up with an idea I hadn't thought of, along with good reasons for creating certain types of content.

Individually, I try to read as much as I can on a topic, and try to get a variety of perspectives before I start work on something.

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BDawes
Participant

What's your creative process?

For me, one thing I do is hold regular brainstorming sessions with my team. We do quick idea exercises, like mind mapping or reverse brainstorming, to spark creativity. To make this more repeatable, I’m creating a structured brainstorming template into our workflow. This way, everyone can contribute, and we have a framework for capturing ideas consistently. I can also use this for collaboration with others to keep the process organized and effective.

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GabyL
Member

What's your creative process?

When new ideas come up I usually put them on my notes app for later reference or I set a time to make a list of what I want to put up that can impact the audience whether it be on social media apps or my blog.

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Wafamohamad
Member

What's your creative process?

Key Technique: Expose myself to diverse inputs (books, art, nature) to spark new connections.

Framework: Define the goal → Brainstorm → Explore perspectives → Filter and refine → Repeat.

Sabi20
Participant

What's your creative process?

I save content and refer back to them to create a unique one

 

Ideas also comes to be Unconsiously  

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JMackethan
Member

What's your creative process?

After seeing some of the videos in this course, I feel the one suggestion for generating ideas I relate to the most is to "step away." I'll do some of the other suggestions, but I feel I see results the most when I take pause or move to another task.

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