It’s human nature to seek order in this chaotic world, especially when it comes to work. Professionals in any industry develop routines that bring stability their day-to-day work, creating a comfort zone.
The problem for content professionals, though, is that staying in this comfort zone can stifle creativity and limit a professional from finding the best way to engage their audiences.
In this #ContentChat community conversation we explore ways and reasons why to break free from these molds. Don’t worry, it’s not as scary as you may think.
Q1: Raise your hand if you sometimes get into a bit of a rut when it comes to having creative content ideas.
Q1: Raise your hand if you sometimes get into a bit of a rut when it comes to having creative content ideas. #contentchat
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019
All of our voters experience hurdles in generating creative content ideas. The specific reasons may vary, but it’s often because we develop tunnel vision and focus on completing tasks in tried and true ways.
A1: like everyone, when I get really focused on the everyday getting stuff done, it can become difficult to come up with content ideas that aren’t the same-old-same-old. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019
A1: This happens at times…take a break and allow yourself some time away to recharge and reflect when needed #ContentChat!
— Bernie Fussenegger #Digital360Chat (@B2the7) May 6, 2019
A1: This happens to me all the time, especially if I’m working on multiple assets for a large campaign. It can get repetitive. #ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) May 6, 2019
A1: ALL THE TIME!!! Which is why having communities like THIS are so helpful. #contentchat pic.twitter.com/LKcGgizC2C
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) May 6, 2019
Q2: In content marketing, that lack of creative spark can often be because we’re staying in our comfort zone, and not trying new things. Let’s start by talking about what your comfort zone is when it comes to content creation.
We all have unique comfort zones based on our specialties. Working within the same industry, with the same clients, or in a specific marketing realm (i.e. email marketing, social media, blog creation) for prolonged periods of time will create a comfort zone. Recognizing this zone is the first step in breaking out of it. Do any of these resonate with you?
A2: When it comes to my consulting business, blog content and Twitter chats are my comfort zones. For clients, it’s that plus long-form content, case studies, videos, and content strategy, primarily in enterprise tech or specialty food realms. #ContentChat https://t.co/o8KHjatXAm
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019
A2. It’s called the comfort zone for a reason: It’s a cozy and reassuring place to be. I think there are times when we want to stick with what we know and understand. The problem arises when we feel so comfortable in this zone that we don’t explore anything else. #ContentChat https://t.co/Ds6LswVlLP
— David Simanoff (@dsimanoff) May 6, 2019
A2b. I think the big question is how do we become comfortable with some degree of discomfort? That’s a challenge for all creatives. #ContentChat https://t.co/Ds6LswVlLP
— David Simanoff (@dsimanoff) May 6, 2019
A2: Prior to my current role, I oversaw the email programs and promotional website content…my comfort zone was my content calendars (mostly static) #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) May 6, 2019
A2. For me, comfort zone is working with the same kind of clients in the same niche. Sometimes, I feel that I need to try to write something different to get back into my flow in the regular niches I work in (UX design, CX, productivity, and digital marketing). #ContentChat
— Masooma // Content Writer (@inkandcopy) May 6, 2019
A2: My comfort zone is creating editorial plans and actually writing the content. In my new role, I’m putting together larger campaigns and not doing the writing. So translating my ideas in a brief for my writer is challenging. #ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) May 6, 2019
A2 I think many times “comfort zone” in mktg & digital (from my exp) was also related to we’ve always done it this way or this brings results. What didn’t impact the bottom line ASAP w/ fast results, was “off”. Being able 2 stand out & create your own way is key 4me #ContentChat
— Zala Bricelj – #InspireFest Dublin (@ZalkaB) May 6, 2019
A2. Live video! So simple: once you do it, it’s done! And there’s a lot of forgiveness inherent to the platform; little mess-ups just make it more “relatable” and “real”. #contentchat
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) May 6, 2019
A2: I recently wrote about being on “auto-pilot” – our brains have 2 modes, the “lazy” mode and the “active” mode (to simplify it). We have to work to stay out of that auto-pilot/lazy mode – else we don’t try new things. #contentchat
— Michelle Garrett (@PRisUs) May 6, 2019
A2: For me, my comfort zone is integrated campaigns that drive lead gen – esp. working with larger ebooks and dividing them into blogs, nurture emails, and sales enablement content. #contentchat https://t.co/i58Lpsrj9v
— Amy Higgins (@amywhiggins) May 6, 2019
Q3: It’s brainstorm time! Share all of the ways we can step outside of our comfort zone when it comes to content creation:
There are countless ways to stretch your boundaries and open new creative opportunities. The next time you’re in a rut, try attending a conference related to your professional industry or personal interests…
A3: Last week, I went out of my content marketing consultant comfort zone by attending a food blogging conference. Food blogging is a passion project of mine and it was intimidating to go to a new conference with more experienced folks! #contentchat
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019
Research what other companies (in your space or not) are doing…
A3. Look at content trends and what competition / other industries are doing – try and test! Also, get your users / audience feedback. They may have ideas or ways you can improve your content marketing process to better meet their needs. #ContentChat
— Patrick Delehanty (@MDigitalPatrick) May 6, 2019
A3. Look at what someone else is doing that you could totally do, too… then brainstorm about a dozen of that, batch-create & schedule them out! BOOM – you’ve got a new regular feature, and you only had to put your brain on it ONCE. #contentchat
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) May 6, 2019
Turn to social and browse hashtags to see what people are talking about…
A3b l browse a particular #hashtag on IG – the combo with photos often sparks inspiration and courage. #ContentChat
— lillian lake (@llake) May 6, 2019
Read books (relevant to your industry or not) and find podcasts that interest you…
A3. Some ways to step outside of your comfort zone:
-Say yes to projects that you don’t normally work on
-Try a different content format instead of your regular (blog posts in my case)
-Read, read, and read (can be SO inspirational)
-Work in a different niche #ContentChat— Masooma // Content Writer (@inkandcopy) May 6, 2019
A3: I saw @dshiao recently wrote about something he tried – he went to a bookstore, browsed the rack of magazines and chose some that were about topics he wasn’t as familiar with. I like that idea. #contentchat
— Michelle Garrett (@PRisUs) May 6, 2019
I’m with you on reading – I get so much inspiration from reading different genres + listening to podcasts as well, audiobooks have done wonders for me on my long drives. Also, finding synergies in different niches & cross-industries have given me some great gigs #ContentChat
— Zala Bricelj – #InspireFest Dublin (@ZalkaB) May 6, 2019
Yes – I will often listen to industry-related podcasts and often find myself nodding along which gives me added confidence that while I may not be on a creative wave, I do know what I am doing! #ContentChat
— Suze Cooper #flashbriefing creator (@BigTentSocial) May 6, 2019
A3: Read content that’s out of your niche (if you’re a marketer, read more about sales or content related to your customers’ industries); consume content in a format you normally don’t to get out of autopilot. #ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) May 6, 2019
I’d add reading fiction here as well. It can help you enrich your vocabulary & expression while sparking creativity in ways we can’t imagine! #ContentChat
— Masooma // Content Writer (@inkandcopy) May 6, 2019
Find a partner that you can bounce ideas off of and explore new ways of thinking…
A3.a) It takes a conscious effort to stretch your creative boundaries because it takes a lot of time to go to that place. Working with an amazing agency (*cough* @velocitytweets ) has really helped us explore new creative ways to content! #contentchat
— PathFactory (@pathfactory) May 6, 2019
A2] Get a blogging buddy and select a topic for each other. Then brainstorm as many ideas as you can. #contentchat #blogging
— HeidiCohen (@heidicohen) May 6, 2019
To piggyback on this, I find inspiration in talking to others – when you work from home & are alone a lot, you forget how much you can get just from a phone call. Or from Twitter exchanges. I take A LOT of inspiration from Twitter. #contentchat https://t.co/fca0WPLvjw
— Michelle Garrett (@PRisUs) May 6, 2019
Subscribe to newsletters (the community has a few recommendations for you)…
A3.b) On a personal level, I try to meet for lunch or coffee (or wine) with other content marketers in my network and often find new ideas come from those conversations. Also subscribing to newsletters from people/brands I admire #contentchat pic.twitter.com/aYlvbVO6iv
— PathFactory (@pathfactory) May 6, 2019
Oh yess! Newsletters are brilliant. Any good suggestions for me? #ContentChat
— Masooma // Content Writer (@inkandcopy) May 6, 2019
I really like @Mediabistro‘s newsletter. Also @cspenn‘s. And of course, @annhandley‘s the newsletter queen. #contentchat
— Michelle Garrett (@PRisUs) May 6, 2019
Thanks @PRisUs! I’m subscribed to @TheHustle, @copyhackers, and @copyblogger. Would love to know what others people find entertaining and/or helpful! #ContentChat
— PathFactory (@pathfactory) May 6, 2019
Recently signed up for @cgillespie317‘s newsletter, The Beat and it’s @dshiao‘s newsletter is brilliant as well. #ContentChat
— Masooma // Content Writer (@inkandcopy) May 6, 2019
A3 For me, it was the biggest step from consuming content to actually creating it. I felt like a natural progression from watching, reading, crafting in my head to producing – recording, writing, livestreaming and #MOOC creation #ContentChat
— Zala Bricelj – #InspireFest Dublin (@ZalkaB) May 6, 2019
Use keyword research or word association maps to find avenues you haven’t explored…
A1: Here are some of my fav ways to develop content ideas when you’re feeling creatively tapped:
☑️Reviewing SERPs
☑️Using @BuzzSumo Content Explorer
☑️Finding content ideas with the help of Quora/Reddit
☑️Surveying your followers
☑️Repurposing past content ideas#ContentChat— Pitchbox App (@PitchboxApp) May 6, 2019
A3: I love doing word association maps/charts. Also, looking at inspiring content for ideas. Plus, if you work in time to try things, ie 10-20% of your time is something new – then you have space to do it. Time is always a factor #contentchat https://t.co/TaCkAbaOke
— Amy Higgins (@amywhiggins) May 6, 2019
Talk to your audience about their needs and how they prefer to consume content…
A3: One way is to talk to your audience, get their input. Another way that I found really successful was to take the team off-site for brainstorms – gets them away from the normal day-to-day activities. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) May 6, 2019
A3: Network with people you wouldn’t normally reach out to. Spend time talking to your audience. You can really get the creative juices flowing from just talking and listening to others. #ContentChat
— Express Writers (@ExpWriters) May 6, 2019
Identify things you haven’t done before and test if they resonate with your audience…
A3: Necessity is the mother of invention, as a one-man show I often had to figure out how to do something if it was going to happen. One way out of a rut is to think of a type of content delivery you’ve never done before and read up on how you can make it happen! #ContentChat
— Derek Pillie (@derekpillie) May 6, 2019
Or find training and courses that expose you to new ideas.
A3b: Or “watch up” for that matter – amazing what you can learn out there just for free on YouTube. Another resource could be your public library, ours just provided access to Lynda to all patrons. #ContentChat
— Derek Pillie (@derekpillie) May 6, 2019
Some closing words from Tod before Q4:
A3. To get out of your comfort zone:
Speak instead of write.
Network instead of read.
Take the bus instead of drive.
Travel to faraway lands instead of the local beach.Live Creatively. #ContentChat
— Tod Cordill (@todcordill) May 6, 2019
Q4: So what IS it about all those things we just mentioned in A3 that help us get some creative inspiration?
Everything mentioned in Q3 forces you to look at things differently and consider new ways of working. Conferences, podcasts, 1:1 conversations, and exploring new industries disrupts your pattern and opens you to fresh ideas.
A4: With my example, being around folks in another industry meant having conversations where there was a whole different set of “the usual.” And that always sparks a lot of “what if?” moments. #contentchat
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019
A4b: Also, walking around the conference exhibit hall gave me so many fresh ideas for ways to engage with attendees, booth design, and giveaways. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019
A4c: There is also something about seeing creative approaches and different perspectives that somehow spices things up in my brain. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019
A4. I suppose listening to podcasts, reading other unrelated stuff & working on different projects gets our mind spinning. It shifts our mind gears in different ways that are otherwise so habitual of working in a certain pattern that they lose the creative spark. #contentchat
— Masooma // Content Writer (@inkandcopy) May 6, 2019
A4: The key is to get out of our zone. Allow a different path to take place…sometimes without knowing the destination. #contentchat
— Amy Higgins (@amywhiggins) May 6, 2019
A4: For me it’s not focussing on the issue at hand. I need to release the pressure & think about it in the corners of my mind for something creative to emerge. It can be so hard to do though when you’re desperate to create particularly if its on deadline and needed #ContentChat
— Suze Cooper #flashbriefing creator (@BigTentSocial) May 6, 2019
A4: They are all things that we don’t usually do and they help shake things up and give a different perspective #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) May 6, 2019
A4: Shaking things up! It’s easy for us to get into a creative rut because we’re on autopilot or just focusing on “what works”. #ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) May 6, 2019
A4. Creativity can be like a snowball. Ideas build on other ideas. Getting outside the comfort zone is the first step toward that chain reaction, which feels fulfilling on both a personal or professional level. #ContentChat
Yup, the Floridian is making a snowball analogy. https://t.co/VtOxr5NKqI
— David Simanoff (@dsimanoff) May 6, 2019
It’s more than a one-and-done exercise, it’s about developing a new method for how you work. It’ll take practice, but the results are worth the effort.
A4 I think the key to easing out of your comfort zone is to learn about or expose yourself to a new method/experience on terms where you are comfortable. Reading works well for some, videos/pods for others. Some might be inspired by a walk, others by driving around. #ContentChat
— Derek Pillie (@derekpillie) May 6, 2019
You touched on something very important there, @derekpillie. It’s not just about a new idea or experience — it can be a new methodology that helps you break out of the comfort zone. #ContentChat https://t.co/Omp0L7rcnu
— David Simanoff (@dsimanoff) May 6, 2019
A4. We often have mental blockages, think things are beyond us, imagine them as being more difficult than they are, we won’t be good enough at them yet, etc. – but TRYING things is how we GET good at them (and find out which are even worth getting good at!) #contentchat
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) May 6, 2019
Amen – Iterate and practice are key to strong content. Don’t publish your first ugly draft (FUD) Hat tip: @annhandley #contentmarketin #contentchat
— HeidiCohen (@heidicohen) May 6, 2019
Q5: All these benefits from A4 aside, what are some reasons you might NOT want to step outside of your comfort zone when it comes to content creation?
You’re not the only person in your comfort zone. Your clients and audiences come to expect certain forms of content, and trying new things could unsettle them.
A5a: Sometimes, your clients may feel like the comfort zone is delivering well, and don’t want you to mess things up by trying something new. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019
A5. Your comfort zone is also your audience’s comfort zone and dictates what they *expect* from you. If you stray too far it might make people feel uncomfortable. People are weirdly opposed to change sometimes ♀️ #ContentChat pic.twitter.com/Bxaz3O95lC
— PathFactory (@pathfactory) May 6, 2019
A5 If it’s too different than what readers expect, that could be less useful. Or if we can’t quite pull of the different genre creatively. #contentchat
— Musings (@musingsbook) May 6, 2019
A5: It’s your comfort zone for a reason. There’s proven success in your methods. Just because you need a creative refresher doesn’t mean you should throw out the proven process. #ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) May 6, 2019
Time and resources also come into play. It is hard to try new things when you’re under a deadline or feel that you don’t have the tools, budget or team to succeed.
A5b: It can also feel like you don’t have enough time/resources to step outside of your comfort zone. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019
Speed. If you have a tight deadline, it’s best to stick with an established formula. Originality takes more time.
— Jason Patterson (@content_grinder) May 6, 2019
A5. I don’t think there’s ever a good reason to remain inside your comfort zone. It’s not a place where you learn or grow. However, if time is a factor, you might not have the luxury of experimenting. #ContentChat https://t.co/YVbctS3R2w
— David Simanoff (@dsimanoff) May 6, 2019
A5: Time and budget seem to always be a blocker as to why not to try something new. You need buy-in from others too…and that takes time and results (kinda a catch 22) to do #contentchat https://t.co/q5m17o9n9t
— Amy Higgins (@amywhiggins) May 6, 2019
Fear is an additional factor. It’s natural to be afraid of the unknown or of failure, but you won’t know what works best unless you’re willing to try.
A5: Fear is such a huge blocker in business and life in trying something new! #ContentChat
— Amy Higgins (@amywhiggins) May 6, 2019
A5. For fear that I may not succeed in what I’m trying to explore. But I always remind myself that trial and error is, in fact, the best way to learn something and grow. #ContentChat
— Masooma // Content Writer (@inkandcopy) May 6, 2019
Q6: Please share one resource / event / chat / book (not written by you or your company) that folks attending today’s #contentchat should check out as a way to break out of their comfort zone and why.
Here’s what the community recommends, and comment below if you have others.
If you’re interested in book recommendations:
A6: I just read @MichaelHyatt‘s “Free to Focus” on the plane home from #EFC2019 and it gave me a ton of great ideas about how I can structure my time in a way that I ditch some of the low-value work that’s in my comfort zone. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019
A6. That would be @pjrvs‘s book, Company of One. Paul shares some really thought-provoking ideas with excellent examples, research, and stats with every claim he makes. #ContentChat
— Masooma // Content Writer (@inkandcopy) May 6, 2019
The most recent book I read based on a recommendation like this was “The Obstacle Is The Way” by @RyanHoliday. My brother-in-law, who is one of the most successful yet down-to-earth people I know, suggested I read it. Who knew stoicism would make for a good biz book? #ContentChat
— David Simanoff (@dsimanoff) May 6, 2019
A6: The one book that I just read is @DitchTheAct by @ryanfoland @MrLeonardKim – great resource on changing your perspective – pre-order it now #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) May 6, 2019
A6] To succeed at content marketing in today @crestodina ‘s Content Chemistry is a MUST-READ. Beyond the rich knowledge shared, it shows you how to involve influencers. #contentchat #contentmarketing #cmworld @Orbiteers
— HeidiCohen (@heidicohen) May 6, 2019
Blogs and podcasts:
Sonia Simone is consistently publishing content at @copyblogger that makes me re-think if I´m REALLY writing content to the best of my ability, and teaching me ways to look at my content ideas with fresh eyes.
— Torill B. Wilhelmsen (@fjellflyt) May 6, 2019
True, her podcast is great as well. #ContentChat
— Masooma // Content Writer (@inkandcopy) May 6, 2019
Conferences:
A6. Nothing on Earth gives me greater professional value than attending #SMMW every year.
I’m also a member of @AndrewAndPete ‘s #ATOMIC community and get value there as well. And their book, “Content Mavericks,” is a must-read; I re-read it annually to realign. #contentchat— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) May 6, 2019
Conferences! I havent been to one since 2015, because I loathe that creatives hold conferences like lawyers do. But this event called Slow Business Adventure is a conference I am looking forward to! https://t.co/eLysI4G9mg
— Dr. Barbara | Author Bootcamps (@adoptanovel) May 6, 2019
Professional chapters (which we also explore in Q7):
A6: If you have a @creativemorning chapter in your city, try attending those events. Those are inspiring to me in a diff way because they don’t feature the typical business-y type topics/speakers. Diff theme every month – & a diff mix of attendees. #contentchat #CreativeMornings
— Michelle Garrett (@PRisUs) May 6, 2019
Q7: Public speaking is outside the comfort zone for many content creators. What are some podcasts or events we should consider pitching to in order to help us bust out of that comfort zone?
Start small if you’re uncomfortable with public speaking. Offer to speak at your work meetings or host online video hangouts to practice and start to establish yourself.
A7: Start small. Take the lead in internal meetings at work; see if you can speak at local meetups. I did a LOT of online video hangouts on Twitter before I ventured into podcasts & speaking at conferences. #ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) May 6, 2019
Agreed. And I think hosting video meetups can also be a great way to start small and get comfortable with public speaking. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019
You can launch your own podcast, or consider Managing Editor’s podcast, Margins.
Another idea would be to launch your own podcast. Doesn’t give you the “pressure” of being seen on camera, but still gets your “voice” out there. #ContentChat
— Dennis Shiao ✍️ (@dshiao) May 6, 2019
A7: Public speaking was my thorn for years. I put myself in situations where I had to talk to get more comfortable. I have spoken on a couple panels – look for panels that are on topic for yourself and in your industry to see what ops are available. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) May 6, 2019
A7. For marketers, The Margins by @ManagingEdMag is amazing. Not sure if the podcast is open for pitches though. #ContentChat
— Masooma // Content Writer (@inkandcopy) May 6, 2019
We’re open and planning our next season now!
— Managing Editor Mag (@ManagingEdMag) May 6, 2019
Toastmasters, Rotary, and Kiwanis and other local organizations are also great places to start.
A7 To get out from the intimidation of public speaking Toastmasters is a great organization, but joining any service organization provides lots of public speaking opportunities. Find something you care about or love doing & get involved with a group that supports it! #ContentChat
— Derek Pillie (@derekpillie) May 6, 2019
A7: If you want to practice public speaking, pitch to your local Rotary or Kiwanis or business association. They always need speakers! Then take a class or two. #contentchat
— John Cloonan (@johncloonan) May 6, 2019
Q7] When it comes to public speaking (aka: Live Content) start small. It requires different skills to create and present the information. Start with local events and meetings. Take a page from @dshiao who hosts a local meetup #contentchat #contentmarketing
— HeidiCohen (@heidicohen) May 6, 2019
Hi, Heidi – thanks for the shout out! Yes, at @Content_Meetup, we’ve had a wide variety of people present to the group, from seasoned speakers to newbies.
Everyone has something to share. #ContentChat, stop on by if you’re ever in the Bay Area!
— Dennis Shiao ✍️ (@dshiao) May 6, 2019
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