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Coming up with creative content ideas

Updated: Mar 3



Creative content is a term that seems to be everywhere, and despite the different areas in which we work, many of us will share the desire to produce content that is impactful and original.


But what does it really mean to be creative?


Fabio Moioli, Head of Consulting and Services at Microsoft describes creativity as “the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions.”


Creativity is a powerful thing, but the reality that we’re all too familiar with is that generating new ideas for content can be really difficult.

There are many reasons why we might find ourselves to be in a creative rut and in this article we’re going to suggest tips to help you break out and try something new.


1. Take risks

We all long for that eureka moment where a new content idea presents itself to us, and in those occasions where that does happen, it can be daunting to put into action. However, @kathyklotzguest stresses the importance of taking risks when it comes to creating ideas for content. She emphasises that “when told, “we don’t do that here,” you need to go and do those things.” The fear of failure can be paralysing and dangerous for a team. Not only is producing the same content unfulfilling, but staying in this comfort zone prevents your content from evolving with your audiences.


2. Get inspired 

Look to others that inspire you with their content, both within and outside your sector. But if you like a piece of content that someone else has created, explore why it really is that you like it. This will help you to identify the core reason, which might inspire you to form the basis for a future project.


For example, a video campaign which uses audio extracts overlaying music might work well

to connect with the audience in a profound way. This doesn’t mean you should copy the same track

or technique, but it might inspire you to explore different ways to use audio in future projects. 


3. Get the team involved

Perhaps the perceived lack of support from the team holds us back from suggesting new content ideas. Will they think launching a Tik Tok channel is too far for the company? Or maybe they themselves have suggestions they would like to contribute but haven’t had the opportunity. It’s important you get everyone involved by holding a brainstorming session with the team and senior leadership. Use a whiteboard to jot down everyone’s ideas and let them know that any suggestion is welcome! It’s a great way to generate new content, but also helps the team feel valued and know they have the backing of the company. Sharing this process is also beneficial as it creates a sense of ‘buy in’ from the wider team which will be helpful for you down the line knowing that they are supporting the new content ideas.


4. Develop a strong pitch

While the process of coming up with ideas can be easier than expected, sometimes the real stumbling block can be getting sign off from above. @carlajohnson says that hearing the word “no” before too many times beats down our creativity, making it difficult to suggest new ideas going forward. So what can be done to get the backing we need? Developing a strong pitch is essential to getting support from above and making your idea a reality. A strong pitch should have a concept that takes people on a journey, relates to your brand and builds anticipation of what could be. Be sure to keep your eyes peeled for our blog post coming on this soon!


5. Review what works

It is important to review how your content performs to identify what has performed well with the audience and what could work better next time. If something works well, you might want to use something similar in the future, but be mindful not to fall into that creative comfort zone.


At Fruitmedia we know that BTS content is popular on our social media channels, and while we include this in our content plan, we experiment with different filming and editing techniques and continue to brainstorm new content ideas to avoid being in a creative rut. 

Generating new ideas for your content isn’t always easy, but it can be incredibly rewarding both professionally and personally when that right idea comes along.


So if you’re looking to freshen up your content plan for 2020, why not give some of these tips a go?


Let us know how you get on, and comment below any tips you’ve learnt along the way!

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