Video: For More Creative Content, Break These 4 Rules

The best way to come up with creative and engaging content is to think outside the box and sometimes, take risks. Here are 4 rules to break to produce truly creative content.


  • Throw out the template approach to content and start thinking about what makes you stand out.
  • Don’t be afraid to showcase what you do best through different avenues, like customer or vendor testimonials.
  • When you’re committed to curiosity, you naturally become a learning organization and this learning leads to more creative content.

Video transcript:

I’m Elizabeth Hines, and I’m the Creative Director at Fronetics, and today we’re talking about for more creative content, you have to break these four rules.

With over 4 million blog posts published every day, you have to be really creative with your content in order to drive traffic and win over prospects and leads.

So in order to do so, you’re going to have to break these four rules.

1. Mirror competitors

If you’re in this certain industry, then you have to cover these certain topics. You might think because your competitors are covering this certain topic or that certain topic, you should be covering it as well. Not so. You should be covering the topics that are unique to your business, that your company offers expertise in and the ways you stand out from your competitors.

2. Marketing mindset

While your marketing team has a great idea of what is going on in your, some of the best stories and the best blog content comes from your other teams. Maybe your sales team, sometimes your customers or your vendors have a really good prospective or a really good story to tell. And some of the most creative content comes from those unique prospectives.

3. Keep it obvious

It can be really tempting to do a quick brainstorm, come up with a couple good ideas, things that are obvious and things that stand out about your company. But you’re going to get much more creative content if you dig a little deeper. For example, if your first instinct is to talk about self-driving vehicles, a very popular topic right now, can you offer a new perspective on that topic? Can you talk specifically about the sensors that are involved in that technology? Can you talk about government regulations of that technology? What new perspective can you offer to that often talked about conversation?

4. Repeat success

Now this is a little bit controversial because I do encourage you to look at what’s been successful in the past and try to build on that and try to repeat that. But you should also be taking some risks when you’re developing your content calendar. Build in a healthy mix of what’s worked for you in the past, what resonates with your target audience. Then something new, something different, something totally out of left field, because you need to keep experimenting. You need to keep trying new things because your audience is going to evolve and your content should evolve creatively as well.

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