I’ve been telling creators and businesses to build an exit plan before it’s too late. The way social media algorithms are evolving. There will be only a content engine.
No Influencer, No Creator, No Social Media business. What we would have left is an AI-controlled content engine.
That engine never gives a creator or business enough time to build that connection. Or brand messaging. We all are going to be affected by this. Me too.
Join the newsletter today, Stay ahead of the curve!
June 05, 2023 - 10 min read
With AI-generated content taking a bigger space on the Internet, creating compelling content is crucial for businesses and individuals alike.
However, the pursuit of originality can often be daunting and challenging to scale. This is where creativity comes to the forefront, enabling us to take risks and engage with audiences in unique and impactful ways.
In this blog post, I try to explore the importance of creativity in content creation, drawing inspiration from insightful experiences and valuable lessons.
By embracing creativity and leveraging existing frameworks, we can develop personalized content that not only resonates with our target audience but also achieves scalability and success.
While originality can be elusive and difficult to replicate, creativity allows us to approach ideas and topics from fresh perspectives.
The insight you shared, emphasizing the creative aspect of content rather than its originality, holds immense value. Creative content can be born from original ideas, but it doesn't necessarily have to be completely new.
By leveraging existing concepts, frameworks, and successful campaigns, we can build upon them in innovative ways to captivate our audience.
Creativity is sparked by taking risks and exploring topics that others might shy away from. Those taking the risk are original creators & writers. It requires a willingness to push boundaries and challenge conventional thinking.
By infusing our content with creative elements, we can attract attention, evoke emotions, and generate a deeper connection with our audience. We don’t have to be originators to build a trustable business through valuable content.
That is why the next point showcases an example of what businesses & creators can do to leverage original content created by others.
The recent marketing campaign by IKEA serves as an excellent example of the power of storytelling & originality. Many marketers have been discussing its impact and breaking down the techniques employed to connect with the audience.
While the initial person who pointed out the campaign may have gained less direct benefit from the subsequent trend. The act of breaking it down showcasing creative skills helped other businesses to benefit more from the trend. This highlights the potential for scalable content that arises when we creatively analyze and adapt existing successes.
Silent storytelling, as demonstrated by IKEA's campaign, allows for a deeper emotional connection with the audience. By using visuals, music, or other non-verbal elements, brands can evoke powerful emotions and create a lasting impression. This type of storytelling sparks the imagination of both the audience and other creatives, leading to further exploration and discussion.
But often this type of storytelling gets unnoticed because we remember bad campaigns more than the good ones. To increase remembrance and scalability, you have to show more than a point.
And be creative with what you share. In this case, the original distributor of the Ad (excluding IKEA) isn’t getting the most benefit & scalability. The creative taking origins and making it connect to a broader audience is benefiting the most.
You have to be that, to use original content concepts and blend them with creative strategies to get major scalability. Across Google, Social Media & other platforms.
Your observation about the reader missing the origins of a statement due to the multiple sparks of originality resonates strongly.
Original content often goes unnoticed because it creates only fleeting sparks. However, when we infuse creativity into our ideas and statements, they become catalysts for further exploration and engagement.
By focusing on creative execution, we increase the chances of our content reaching and resonating with our target audience.
To overcome the challenge of unnoticed brilliance, it is important to find ways to capture and retain the audience's attention. This can be done through compelling storytelling, visual appeal, interactive elements, or thought-provoking insights.
By weaving creativity into our content, we create an experience that not only captures attention but also leaves a lasting impression.
A recent statement made by Google's John Mueller, though harsh, reminds us that high-quality content alone does not guarantee success on the web. It highlights the necessity of adapting to the online landscape and audience preferences.
This adaptation requires a creative mindset that can bridge the gap between originality and the demands of web platforms and social media.
Striking the right balance is undoubtedly challenging, but it is an essential aspect of achieving scalability and reaching the right people consistently.
To adapt high-quality content for the web, it is crucial to understand the nuances of online platforms and user behavior. Creative strategies must be employed to optimize content for search engines, social media algorithms, and user engagement.
Keyword research and optimization play a significant role in making content discoverable online. By identifying relevant keywords and incorporating them strategically into our content, we increase the chances of ranking higher in search engine results. Additionally, understanding the preferences of different social media platforms helps tailor content for maximum visibility and engagement.
Creativity is native to the audience, originality takes decades to be native because you are always ahead of the audience.
Creativity also comes into play when adapting content formats. Infographics, videos, interactive quizzes, and podcasts are just a few examples of creative content formats that can captivate audiences and encourage sharing. Experimenting with different formats and finding what resonates with the target audience can help achieve scalability and widen the reach of our content.
Furthermore, the creative use of storytelling can make high-quality content more engaging and shareable. By crafting narratives that connect with the audience on an emotional level, we can leave a lasting impact and encourage viral sharing. Incorporating relatable characters, real-life examples, or personal anecdotes adds a human touch to our content, making it more relatable and memorable.
Collaboration and leveraging existing frameworks can also contribute to the scalability of our content. Engaging with influencers, industry experts, or thought leaders can amplify our reach and introduce our content to new audiences. By tapping into established networks and communities, we benefit from their creative insights and broaden the exposure of our content.
It is important to note that creativity does not exist in isolation. Researching and staying updated on trends, industry developments, and emerging topics can inspire fresh ideas and innovative approaches. Engaging in conversations and actively participating in relevant online communities can provide valuable insights and perspectives that fuel our creative content creation.
In conclusion, creating original content can be challenging to scale, but embracing creativity opens up a world of possibilities. By leveraging existing frameworks, adapting to the demands of online platforms, and infusing our content with fresh perspectives and storytelling techniques, we can achieve scalability without compromising on creativity.
The key lies in understanding our target audience, exploring unconventional topics, and daring to take risks. By doing so, we can create personalized content that not only reaches the right people but also leaves a lasting impression. So, let us harness the power of creativity to unlock the true potential of our content and make a meaningful impact in the digital landscape.
To achieve scalability without sacrificing creativity, it is important to draw inspiration from ideas, concepts, and frameworks that exist on the web and have proven to perform well on search engines and other platforms. By seeking out content that resonates with you personally and aligns with your target audience, you can creatively build upon those foundations to create content that is both unique and optimized for success.
Start by conducting thorough research on your industry, competitors, and relevant topics. Explore popular blogs, websites, and social media platforms to identify trends and patterns that generate significant engagement. Look for content that sparks your interest and resonates with your brand's values and messaging.
Once you have identified existing ideas and frameworks, strive to add your own creative twist and unique perspective. Ask yourself how you can enhance the existing content or bring a fresh angle to the conversation. This could involve sharing personal experiences, conducting in-depth analysis, or providing practical tips and insights that go beyond what others have offered.
Collaboration is another powerful tool for leveraging existing ideas and frameworks. Engage with other content creators, industry experts, and influencers to foster discussions, exchange ideas, and collaborate on joint projects. This not only expands your network but also exposes you to different viewpoints and creative approaches.
When building upon existing content, remember to provide proper attribution and credit to the original sources. Acknowledge the inspiration and frameworks you are utilizing, and always link back to the original content or give proper references. This demonstrates integrity and helps establish trust with both your audience and the creators you draw inspiration from.
Taking risks in marketing can lead to exceptional results, but it is not always the most practical approach. When seeking a safe strategy, creativity becomes paramount in developing content that is personalized for an ideal audience.
By understanding your target audience's needs, preferences, and pain points, you can craft content that speaks directly to them in a way that no one else can. This personalized approach, combined with a creative execution, increases the likelihood of consistently reaching the right people and achieving desired outcomes.
However, don't shy away from taking calculated risks from time to time. Creativity often thrives when we step outside our comfort zones and explore uncharted territory. The key is to balance risks with strategic planning and data-driven insights. Conduct thorough market research, analyze audience behavior, and evaluate potential outcomes before embarking on a riskier creative endeavor.
Aim to create a content strategy that incorporates a mix of safe and riskier content. This allows you to cater to different audience segments and test the waters with innovative ideas while still delivering consistent and reliable content.
Measure the performance of your content regularly to identify what works and what doesn't. Utilize analytics tools to track engagement, conversion rates, and audience feedback. This data-driven approach helps you refine your content strategy over time and make informed decisions about where to focus your creative efforts.
In the ever-evolving world of content creation, the pursuit of originality can be challenging and unpredictable. However, by shifting our focus towards creativity, we unlock a wealth of possibilities for engaging our target audience and achieving scalability.
I do that by covering daily marketing news + curating ideas every week to spark my creativity alongside helping other marketers do the same. When you are aware, you are more creative. It’s true people at Ogilvy believe that and read the newsletter every week.
Creativity allows us to build upon existing ideas, adapt to the demands of web platforms and social media, and personalize content to resonate deeply with our ideal audience.
By embracing creativity and leveraging successful frameworks, we can create content that stands out, connects authentically, and consistently reaches the right people.
So, let us dare to be creative, take calculated risks, and strive for content that inspires, engages, and scales for maximum impact.