6 Ways Creativity Can Be Your New Secret Marketing Weapon

creative blog postsContent Marketing has become a critical component of the marketing mix for businesses of all sizes and types. In fact, it’s so popular that the “content competition” will get tougher and tougher. It will be harder to stand out unless you find ways to separate you company’s content from the crowd (see Darwin’s 12 Rules of Blogging Survival). What’s a company to do? More research? Develop more content? Hire more guest bloggers?

Well, these may help, but what you learned in 3rd grade finger-painting class may be your company’s next secret weapon. Yes, you can paint outside the lines. It’s okay!

In fact, it’s more than okay. This could save your business from unprofitable obscurity.

6 Ways Creativity Is Your New Secret Weapon

1) Makes Your Company Stand Out

Creative content helps you stand out from the crowd. There are any number of people blogging about “how to remodel a kitchen” or “how to pick an architect”. How many architects are writing about “10 failed kitchen remodels and what they learned”??

2) Is Hard To Copy

Creative content is hard to copy. It becomes a competitive advantage for the companies that crack the code on creativity.

3) Keeps Your Smart People Engaged

Creativity keeps you and your staff interested. Churning out average content becomes a chore and the payoff can be very incremental. Creativity keeps smarter people interested (hint: mix in some more basic articles or guest posts to give them a break!).

4) Helps You “Milk” An Old Topic

Creativity means you can do more things on an old, tired topic. It allows you to look at the same subject from different angles. Instead of “how to give your dog exercise”, you can write about “10 outdoor adventures for you and your dog” or “how to work your dog out and lose a few pounds yourself”.

5) Moves You Into Other Media

Creativity allows you to stretch your content into other media like pictures, video or infographics (see infographic example). Pictures, video or infographics not only keeps your readers more interested, but they can help you get found more easily in search or in other platforms (like Youtube or Flickr, if you load your media there as well).

6) Builds A Deeper Bond With Your Audience

How deep of a bond can your audience build with a company that blogs about very generic and hum-drum things. No, they need to see some personality and some creativity. Sure, you’ll turn some people off, but who doesn’t want a more engaged and loyal audience?

Turn your right brain on!

So what are you waiting for? Get your right brain moving to help your business stand out!

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  1. When people are looking for who they can really “believe in” on the internet, they often look for the flash of personality — making it have a voice. This keeps things interesting and makes it more personal at the same time. I’d even add to #3 – It also keeps your smart readers engaged! Nicely done!
    Kirsten Rourke recently posted..Take the easy roadMy Profile

  2. Tom,

    This is excellent stuff. I work in the insurance industry. Try getting insurance people to be creative… It’s like asking who wants to have a tooth pulled.

    I originally started my blog as way to get Insurance people (it’s now morphed to small business in general) to think about how they write their blogs… The Power of Personality.

    Thanks for a great article.

    Ryan H.
    Ryan | Strategies in Content Creation recently posted..Small Business SEO Experiment Results – Week 1My Profile

  3. This is a well timed post. Just as I was gearing up myself to get more creative at the start of this new year, you have given timely advice on how and why to give creativity a chance to work wonders for you.
    The idea of moving into other media might not sound as very important at first look, but as you rightly mentioned, it is absolutely essential to keep your community engaged. This is something I am trying to work on at my blog.
    Blogging Tipster recently posted..What About Google -1? – Part 2My Profile

  4. The idea of building a relationship with your audience rang true with me. When I first thought about writing a blog I thought my style would be informative and factual but as I began writing I realized I far more enjoyed expressing my oppinion and using writing as an outlet and tool of expression. This is something I’m continuing to try to develop on my own blog.

    • Trevor. I agree – expressing your opinions is great and putting them down on virtual paper allows you to clarify and challenge your own thinking. I find I have a much clearer point of view after I write a post on something than I did before I started writing. Thanks for dropping by!
      Tom recently posted..7 Marketing Decisions To Make in 2012My Profile

  5. I completely agree with you on #6. So many blogs regurgitate the same tired content over and over again. That might help you get some decent introductory traffic to your website or your product page but in the end it gets worn out and tired.

    Creativity keeps the mind right… Creativity is fresh…

    Great post and great topic!

    Ryan H.
    Ryan | Strategies in Content Creation recently posted..3 Reasons Why Small Town Business Needs a Business BlogMy Profile

  6. Moving into different types of media is definitely something I incorporated in my networking.

    Some mediums I just can’t really connect with, while others, such as Instagram and StumbleUpon, have become my favorites.

    It does exercise your creativity — using videos, images, opposed to just plain text.

    Good tips, Tom, and good luck in the marketing contest — really excited to see the results and the outcome.
    Paul Jun recently posted..Starting A Website/Blog? Why You Shouldn’t Bother With a Free WordPress ThemeMy Profile

  7. I agree that creativity is important and I like your points but I’m going to go out on a limb here and disagree with the fact that you must always inject personality into every post you write or risk losing readers. (ducks for cover).
    I know that we’re all encouraged to add personality to our writing and I agree that this can be important but sometimes it is just as important to provide someone with the facts as quickly (and yes as dryly) as possible, and let them interpret them in their own way.
    I’m worried that the increased emphasis on creativity and personality that I see around the web at the moment might actually be stopping people from participating online because they’re scared they don’t have the ‘right personality’ to be online and that whatever they write will be too dull and boring.
    I’d like to see more encouragement of just write and the personality will come, along the lines of what @Trevor said in his comment.

    • Hey Priya – duck! Just kidding. I get what you’re saying and I think everyone has to start somewhere. Writing posts based on formulas (list posts, how-to’s, etc.) is fine to start and to mix in later as well (in my opinion). For the newbie I’m planting the seed that they can feel free to stretch themselves when they’re ready and that injecting creativity and personality may actually accelerate their blogging because they’ll connect with an audience (or fail to) faster.
      Tom recently posted..20 “Marketing That Works” TutorialsMy Profile

  8. Hi Tom,

    Good ideas. I particularly liked # 4 regarding milking a topic. We take our own ideas for granted, because they are so familiar to us.

    A reader may be encountering your idea for the first time. Some readers may not grasp the implications of the idea immediately and may appreciate learning about it from a different angle sometime in the future.

    As an example, take the Holy Bible. It’s a single Book. Granted it’s a big Book with 66 sub-Books, but it’s still a single Book. Yet every town in America, and many throughout the world, has multiple churches, each with a preacher who, at least once a week, preaches about the same information, trying to cast new light on the subjects. And there are countless commentaries written about it.

    That’s the great thing about complex content. It is endlessly fascinating and can be an endless source of inspiration for your creativity.

  9. Tom, This is great advice for any business not just blogging businesses. One of the things most companies get stuck in is the day to day. Using the thought processes you cover here is a great way to break out of that day to day thinking and re-focus on strategy and innovatively building your business.
    Kevin (TheDADvocate) recently posted..Unofficial Guide To Pressbooks.com Lesson 3b Front Matter, Chapters, and PartsMy Profile