An editorial cartoon's real punch is in the content. When we talk of content, we are not limiting it just to editorial statements, but how object or subject matters are covered, and how the cartoon was drawn. It's the most important area in cartooning, yet it is the most difficult to explain.

The real work in editorial cartooning isn't what the hand draws, but the thought process that occurs before anything is drawn. Have a point. The cartoon has to be able to stand on its own. The reader should not have to read the house editorial to understand your cartoon. If you are assigned the same topic as the house editorial, don't just illustrate you editor's words. Express your own opinion of the subject. If you don't have an opinion, get one. Avoid doing cartoons that you don't believe in. Unlike house editorials, you sign your name on the cartoon
making the statements and draftsmanship uniquely your own.

KNOW YOUR AUDIENCE. Make sure you are thinking about your audience when you brainstorm. If you are doing great cartoons on a subject no one is talking about, the cartoon will go straight over their heads no matter how brilliant the cartoon may be. The best cartoons deal with subjects that are current and widely known among your audience. Likewise, use analogies that your audience will quickly comprehend.

BE WELL-INFORMED. Cartoon ideas come from how well your brain can make associations and see connections between often unrelated subjects. The more information and knowledge stored in your brain, the better chance you have to create something meaningful. A wise cartoonist should understand history, literature, and current events (movies, music, commercials etc).

DOODLE. When trying to come up with cartoon ideas, don't forget to doodle. Cartooning is a visual art form, so oftentimes doodling will help stimulate ideas. Another method is writing down all the words, phrases or images that come to mind associated with the subject.

BE ORIGINAL. Be creative in your analogies. Try to avoid cliches. Likewise if the cartoon idea was too easy to come up with, most likely you're not the only one that thought of it. Make it your challenge to be original.