Content marketing has become integral for brands looking to organically foster engagement. However, with endless content everywhere, creativity ends up being the differentiator between mediocre content consumers scroll past and content that emotionally resonates. Human-centered content crafted with originality and flair makes all the difference. Here are some tips on being creative with your content approach.
Go beyond surface demographics and dig deeper into motivations, interests, values, priorities, and personality quirks. Understanding ideation patterns, cultural references, and pet peeves of fictional stand-ins of your real audience allows you to create content and styles precisely suited for them.
Cookie-cutter content blends into the background. Dare to stand apart. Take conventional formats like lists, infographics, or videos and add a dash of the unexpected through unconventional angles, bold visuals, quirky animations, or an intriguing arc keeping the reveal for last. Surprise while teaching.
Forge heartfelt stories and experiences that spark joy, motivation, laughter, nostalgia, or curiosity within your audience. Help them see new perspectives. Make them empathize with a heroic character’s struggle. Appeal to shared dreams using vibrant visuals and metaphors. Tap their innate emotional range.
Influencer collaborations are still winning strategies. Rather than a transactional sponsorship, co-create content with creators who can lend their signature storytelling energies to your brand. Give them creative liberty to put their spin on conveying your value using formats native to how they engage their followers.
Video remains the most attention-grabbing format given our innate affinity for visual stimuli. Take creativity up a notch with elements like powerful story arcs spanning episodic videos, suspense, show-don’t-tell imagery, or even interactive Choose-Your-Own-Adventure type online videos.
Track reactions, comments, shares, and conversions per piece of content. Survey captive subscriber groups on what creative aspects of your content they best respond to. Keep fine-tuning the elements of your creativity that deliver measurable impact aligned to content marketing goals beyond just likes.
With audiences spoiled for choice, compelling creativity sets your content marketing apart. It dictates whether you grab attention or become background noise. Use it to forge the influential connections and loyalty your brand needs.
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