Content creators usually know a good idea when it appears. It is often something that is assignable, authoritative, educational, evergreen and emotionally provocative. It is this kind of excitement that supports an idea through its development and makes people react positively to your work.
But what happens when your team's stream of ideas runs dry? How can you continue to develop brilliant content during a creative break?
Good news! If you've created content for a reasonable amount of time, the hard work is already behind you.
I will outline four ways you can use your own work to inspire new ideas for content:
- Remember that what worked in the past is likely to work again
- Pivoting ideas for trend news
- Immerse yourself in engagement metrics
- Refers to the opinions of your audience
Rely on "Social Proof of Concept"
Before you allocate resources, money, and hours to an idea, it's reassuring to predict its success.
Of course there are no guarantees. At Fractl, however, we coined the idea of the “Social Proof of Concept” in order to be able to assess a project's advertising ability.
This is the idea that something (a topic, methodology, design style, etc.) that worked in the past is likely to work again. By reusing the basic idea and execution of a project, you can essentially recycle your own work to hopefully repeat the success.
In an example from BuzzFeed, Matthew Barby was able to put his article twice on the front page of the publication by reusing successful content. He used popular online recipes to make a list of high-protein vegetarian recipes, and the content received over 140,000 views.
Include trend news
Similar to the “Social Proof of Concept”, you can use trend news, social media hits and Reddit to create new linchpins for old ideas.
It's hard to come up with a completely new idea for every piece of content, and that's fine. Sometimes you can educate and engage your audience by updating old information based on trends in pop culture.
Do you remember in the mid-2010s when everyone was obsessed with talking about millennials and their crazy habits? Guess what? We have a new generation that is entering the workforce, disrupting social trends, coordinating and playing with all the norms again. Gen Z content is beginning to evolve online, just like millennia of content a few years ago.