The 4-Part Strategy To Get Past A Creative Block
Content planning is the heart of any digital marketing strategy. In a world that is ever-evolving, it is vital to keep up-to-date with current trends while still being able to rely on a few tried-and-true content outlines to make the most out of your digital marketing. It’s no secret that creative thinking takes up quite a bit of mental bandwidth. So, what happens when we run out of that bandwidth and run headfirst into a creative block? I use this method myself, and it is sure to destroy any creative block and get those juices flowing! Without any further adieu, my 4-Part Strategy: Look Forward, Look Backward, Look Inward, and Look Outward.
1: Look Forward
This is a perfect place to start when it comes to planning content. Take a survey of any events that may be coming up: is there anything that is coming up in the next few weeks or even months that is important to relay to your audience? Think: events, sales, promotions, and holidays! Most events can usually benefit from a few posts in the weeks leading up to that date, so keep that in mind when putting together your content calendar.
Still having trouble coming up with fresh ideas? Try revisiting some older content!
2: Look Backward
There’s a saying that goes “There’s nothing new under the sun.” By this logic, there’s no reason why you can’t reuse old content and freshen it up to make it relevant again! Look at any ongoing publication and you’ll see common themes repeated again and again. Now, I’m not suggesting that you should copy and paste an Instagram post from two weeks ago, I’m saying that you can repurpose a theme or topic and rework it. For instance, you can easily break down a blog post into a few Instagram posts or you can expand a Facebook post into a video format. There are so many new ways to use existing information!
If looking forward and backward still doesn’t get your creativity flowing, try shifting your focus inward.
“Authenticity is something that can’t be manufactured or forced. ”
3: Look Inward
When I think about what my clients’ audiences would like to see, oftentimes I can refer to what I would like to see on my feed. Authenticity is something that can’t be manufactured or forced. With that thought in mind, I focus my thinking on what I would like to see on my timeline and the type of content with which I am likely to interact. Sometimes the simplest content (a meme, for example) captures the most likes/shares/comments, so sometimes it’s best to not overthink it. A note of caution for this part: make sure whatever you would like to see also still fits in the brand’s voice…memes are not for everyone, and that’s okay!
Last step on our journey to busting creative blocks: look up from where you are and check out what others are doing.
4: Look Outward
Looking outside the four walls of your organization can be a great way to get a change of scenery. Taking inspiration from competitors or even from other businesses working in the same general space as yours can be helpful in shaking things up. This kind of indirect collaboration is great, especially for in-house marketing departments that can easily slip into posting habits and get stuck in the rut of their routine. Take a look at what others are doing, and use that as a jumping-off point. Also try looking outward, even if that means outward from your own desk! In any setting, brainstorming with others can help knock some of the cobwebs off of that creative machine running in your mind.
The next time you’re struggling with content planning, content creation, or any other creative process, try out this method. Look forward to what’s to come, look backward to revisit successful ideas, look inward for a peek into the audience’s wants and needs, and look outward for a fresh perspective. What are your go-to methods to cracking the code on your creative blocks? Leave us a comment below!
by Macey Milroy