How to think like an artist for better content creation

For content teams, creating a constant flow of engaging and exciting content can feel like a daunting task. But it doesn't have to be that way. By approaching content creation with the same creative mindset used by artists, you can come up with fresh ideas that will capture your audience's attention — and help you hit your KPIs.

Content doesn't have to be boring

Say goodbye to bland blog posts and cringe-inducing promotional tweets. It's time to get cocky with your content!

If your organization has trouble creating engaging content, don't worry — you're not alone. Most companies struggle to come up with exciting and original ideas. But there is a solution: If you want to create content that doesn't suck, think like an artist.

I have a thing or two to say about this topic since I happen to be an artist, I write a lot of content for ginormous companies, and I own a few brands in the content industry.

What does it mean to think like an artist?

Artists are creative problem-solvers. They see the world differently than most people and always look for new ways to express themselves.

Instead of seeing content creation as a dry marketing strategy, look at it as an opportunity to flex your creative muscles. Embrace your inner Dali and let your imagination run wild.

Consider looking at your content program from a different perspective. Ask yourself, what can we do to make our content more unique? More expressive? More interesting?

If you're ready to start thinking like an artist, here are a few tips to help you get going peppered with some video clips about artists that are sure to inspire you.

Forget what you know

The first step to thinking like an artist is to forget everything you know about the boring, safe content typical of your industry and give yourself permission to be creative.

Artists don't let themselves be limited by what's "acceptable" or "normal." They push boundaries and experiment with new ideas. This willingness to take risks allows them to create truly original work. Consider approaching your content plan with the same mindset. Let go of following the rules and start breaking them strategically. Rattle the status quo a little!

To expand your thinking, look outside your typical frame of reference. Follow some non-traditional thought leaders on social media, watch films from different genres, or take a walk in a new neighborhood. By exposing yourself to new information, you open new possibilities for your content.

💡 Follow three artists on Instagram who you think are a little "out there."

Find a unique angle

We're all bombarded with ten zillion messages every day, so it's more important than ever for brands to set their content apart. And what better method than by taking a unique perspective? When you forget "best practices" and approach your content from an unconventional angle, you can grab attention, spark curiosity, and ultimately drive better business results.

I could have written about the top 10 things content teams need to do to come up with fresh ideas. But that would have been yawn-inducing and predictable. So I decided to take a different tack and write about how to think like an artist for better content creation.

You're reading. It worked.

Before you plan another lifeless listicle, think about how you can put a new spin on your content. Can you frame it differently? Provide an original take on a tired old topic? Present a contrarian viewpoint?

💡 What would be valuable yet totally unexpected for your industry?

Be open to new ideas

Artists are constantly exploring new ideas and trying different techniques. In the same way, you can approach your content with a sense of curiosity and openness.

Experiment with different formats and jot down ideas for future pieces, even if they seem a little wild. Embrace change and newness. Notice what works for your audience and what doesn't.

And don't be afraid to fail! The worst case is that people won't like what you created. But guess what? That happens to everyone at some point. The key is to learn from your experiments, get better, and keep going.

You can keep playing it safe and churning out the same old crap everyone's already seen a million times. Or you can try something new, play a little.

A little experimentation can go a long way in helping you eke out an edge in your industry. And you never know when a happy accident might spark an exciting new direction for your marketing.

💡 How often can you schedule experimentation into your content program?

Embrace your weirdness

One of the best things about artists is that they're often weird and wonderful. And that's okay. It's part of what makes them so attractive.

We all have quirks and idiosyncrasies that make us unique, and these are some of our greatest strengths. Instead of hiding them away, let them shine through in your content. If you're weird, wonderful, and a little bit out there, people will notice. Just don't try to fake it — companies can be notoriously bad about that.

For "boring B2B brands," being weird can be an especially great thing. It gets people talking and helps connect with them on a deeper level. When you're weird, you're more likely to be seen as approachable and relatable — two things that are essential for building strong relationships with your audience.

Consider MailChimp's infamous campaign, "Did you mean MailChimp?" It's weird, it's wonderful, and it's entirely on-brand. It resulted in $3.52M in earned media value and brought home four Cannes Lions. Here's a two-minute video overview in case you missed it.

Don't be afraid to let your glorious freak flag fly. Embrace quirks and use them to your advantage. The world is full of boring brands — be weird, wonderful, and different.

💡 Make a list of brand or industry quirks and make a plan to use them in your content.

Be authentic

Unless you're Anna Delvey, people can quickly tell whether you're the genuine article or a poser. People love authenticity. And in a world of content overload, audiences crave it more than ever. Rather than trying to "steal like an artist," focus on being true to yourself. Create from your unique perspective and share that perspective with the world.

If your brand doesn't have a strong point of view, now is the time to develop one. What do you believe in? What are your core values? What makes you different?

The world doesn't need another inauthentic, vapid brand. So stand for something, and infuse that into your content. You don't have to hit people over the head with it, but you can use it to add color and depth to your campaigns.

If you haven't done it yet, codify your brand's values, voice, tone, and personality in a style guide. It will help keep everyone — whether on your team or outside the company — on the same page. This guide will also help ensure that your content is consistent and authentic, no matter who's creating it.

💡 Does everyone on your team know your brand's point of view?

Get comfortable with risk and failure

As I've already mentioned, to be genuinely creative, you have to be willing to take risks — this means that not every idea will work out the way you planned. So get comfortable with being uncomfortable and embrace the concept of failure.

You don't need to go willy-nilly and start taking unnecessary risks left and right, but be willing to fail a little. Be strategic and measured in your risk-taking. Don't bet the entire budget on one wacky idea. And embrace that some of your ideas will flop. It's all part of the process.

The more you're willing to fail, the greater the chance of discovering something extraordinary. And if something doesn't work out as expected, please don't blame it on the intern. Make failure a healthy part of your team's culture.

💡 How can you make it safe for your team to take more risks?

Be passionate

When you're passionate about something, it shows in your work. So if you want your content to stand out, it's a good idea to give a shit about it. If your work doesn't excite and inspire you, how do you expect it to do the same for your audience?

Find ways to get excited about your content, even if it's not the most interesting topic. There's always a way to find an angle that speaks to you. And when you do, it will be easier to produce your best work.

When you assign projects to your team, be sure they have a chance to pursue topics that spark their passions too. It'll result in better content and a more engaged team.

💡 When was the last time you were excited about a project?

Go forth and create!

I hope you feel inspired to think like an artist and approach your work with a more creative mindset.

The best way to be more creative is to create more.

Now go forth and create something beautiful. Something weird. Something wonderful. Something original that only your brand can create.

That's what making art is all about.