How do you come up with blog post topic ideas? Which tips and topics should you tweet about? What should be the subject of your lead nurture emails? The strategy content writers use to answer these questions is called "ideation." It's a buzzword popular in the content marketing industry at the moment. Here's what it means. Ideation is the term marketers use to describe the creative process of deciding on topics and titles for their written content. It starts with a brainstorm and hopefully ends with a viral piece of written content that your audience can't wait to consume.