How to Make Your Content Marketing Focus on Creativity A lady is startled awake in the middle of the night by a thump coming from the basement. A wizard who has been studying magic since he was a little child is ready to face his first major exam. On an isolated island, survivors of a plane disaster struggle with their new situation.
A fresh narrative begins with each new phrase. Moreover, these narratives have the ability to hold our interest and pique our curiosity in just one line, which is what content marketers strive for with each new piece they produce.
So, what is the secret to capturing the attention of commercial audiences?Creativity.
How Can Content Marketing Be More Creative?
I know how fatigue feels and how hard it is to come up with fresh ideas since I work as a content marketer for a B2B software firm. Whether the purpose of the material is to advertise a new product on the blog or to solicit participants for an event on social media, there is constant pressure to produce fresh content. I sometimes think of myself as a content machine rather than a content strategist.
If you feel the same way as we do, you are not alone. According to studies, 61 percent of artists are really burned out.
Burnout prevents marketers from doing their best work. Also, if your material doesn't stand out from the rest, it won't get the attention of potential customers. As prospective customers evaluate companies with comparable items, content quality is a key consideration. According to studies, low-quality content reduces the likelihood of a sale by 40%.
Your brand's content must pique interest, or potential customers will look elsewhere. How would you go about doing that? with greater imagination.
3 Techniques for Boosting Creativity in Content Marketing
Let's set aside corporate objectives, SEO, analytics, and deadlines for the time being. Instead, let's concentrate on several approaches to igniting creativity with material in order to determine interest and engagement.
1. Get a Comprehensive Knowledge of Your Brand
The proverb "Know yourself" from ancient Greek culture says that this is the finest kind of knowledge. The brand of your business follows the same school of thought.
Maybe you are thinking, "Clearly! I work in marketing. My responsibility is to "breathe our brand" daily. Even if you are certain of your company's mission, target market, and target personas, it is still crucial to do a gut check on your brand. Even seasoned workers and brand designers sometimes need to consider if something accurately represents who they are.
Do all members of your team have a common understanding? If not, it's imperative that everyone be in agreement. Without one essential component—consistency—it is impossible to create innovative materials.
Your brand must be associated with something, and your content must be well known inside your sector.
Your audience will be perplexed by even your cleverest ideas if there isn't a consistent brand behind all of your material.
The term "creativity" does not imply that each blog post or whitepaper you produce significantly differs from the ones that came before it. In actuality, "the application of imagination or fresh ideas" sums up creativity.
Is it time to revamp your brand or to come up with fresh concepts to show a unique yet cohesive new face? Your material may seem more vibrant and new after a rewrite. Or maybe your team just needs more thorough documentation and brand guidelines to ensure that everyone is paddling in the same direction.
2. Play around with various media.
The majority of businesses with content marketing departments focus on a few key topics. An active blog, social media, long-form assets (such as eBooks and whitepapers), email newsletters, and client case studies are among the most popular.
Don't misunderstand us; you need these kinds of resources. They serve as content marketing's mainstay. However, being creative entails coming up with new ideas.Leading the way with innovative ideas is one way to stand out. Can you expand on it, though?
Consider both the "what" and the "how," in addition to the "what." How can you offer material using many mediums in a manner that few others are doing? In 2023, there will be a plethora of options for us to communicate with one another. For instance:
Video, infographic, and podcast material
In 2023, there will be 3.63 billion individuals watching digital video content globally. Nevertheless, just 13% of marketers believe they are using video to its fullest potential. There's a great chance here. Multimedia material may more effectively convey more easily consumable information, whether it uses images to tell a narrative or produces content that prospects can listen to. In actuality, 1.8 million words are thought to be included in one minute of video.
Quizzes, integrated presentations, dynamic charts, and images are all examples of interactive content.
Consumers of content just want value. They will be loyal to you if you can address a concern they have or provide a solution to an issue. An excellent method to achieve that is via interactive, tailored, and engaging content.
Skincare by Amelia Gray
Prospects are also incentivized to spread their opinions among their networks via interactive material, such as a quiz that identifies the areas in which your business may benefit most from AI.
3. Implement a "hub-and-spoke" content strategy.
Without great ideas, you can't produce innovative content. Unfortunately, sometimes you don't have such ideas when you need them. Use the strength of an effective brainstorming strategy when you're stuck. One of our favourite approaches is the hub-and-spoke model.
What do "hub" and "spoke" mean?
Imagine a tyre for a bicycle with a hub in the middle and several spokes coming off of it. This image serves as the basis for the hub-and-spoke content approach.
An ebook on mortgages served as the focus of a hub and spoke design.
You require one core content item from which all other parts will be derived when creating a hub-and-spoke approach. Usually, this would be a more substantial piece of material, such as a video course on lead generation tactics or an eBook on new cybersecurity dangers. After that, the spokes are content pieces that elaborate on concepts in the core asset, including brief social media video clips, blog posts, or infographics.
Hubs and spokes are fantastic for building a big-impact campaign around a solid, original core concept. Also, because each component may connect to another or all components can branch out from a central pillar page, it keeps visitors on your site longer. It's a great chance for potential customers who are interested in a certain subject to learn more about your company.
Content Hubs by Content Harmony
Your team will nearly always produce good outcomes from a hub-and-spoke brainstorming session. You may use it to compile a list of similar ideas and then choose the finest ones to implement. One of your excellent ideas may have been a dead end. Yet another concept succeeds and enables you to create content with distinctive viewpoints in supplementary materials, such as interviews with internal stakeholders.
Show off your most creative side.
Your oyster is the large, wide universe of content!
You can make every piece of content you generate a beautiful, rich tale that enthrals your readers and immerses them in your offerings, your company, and your fundamental values by prioritising creativity in your content creation.