Why ‘creative’ ideas are tanking your content strategy
Learning which ideas are winners and what brainwaves shouldn’t see the light of day is an important skill for all communicators. Here’s why you should keep it simple.
Originality is one of the most overestimated words of content marketing.
An abundance of digital content obviously has marketers believing only highly creative avant-garde ideas can convince users to pay attention to messages. In these circumstances, brands are competing to create more innovative content instead of aiming for leads and conversions.
However, if you look at things rationally, you’ll realize the most successful marketing campaigns are often based on well-known premises.
Clever marketers don’t try to generate brand new campaign ideas. They simply refresh old but fruitful strategies and adapt them to fit the current context.
Although it might seem strange to claim unoriginality is a better way to create content, here are five very concrete reasons proving this point of view:
Embrace the authentic, but don’t depend on it
Embrace authentic ideas whenever you have the opportunity, but don’t let it become your everyday content strategy.
You should keep the workflow quick and productive by using a bunch of old but fruitful solutions—and keep your eyes open for potential groundbreaking content ideas.
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