206. What are some surprising ways to get content ideas?
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Struggling to come up with content ideas? 📝 Hosts Phil and Lauren recognize it's often easier to advise others on content than to generate ideas for their own brand. That prompted this episode where they share some of the surprisingly creative ways that you can get content ideas.
Episode transcription
Lauren
Oh, those are some nice levels.
Phil
Oh, yeah, mine look nice too. This is a podcast. It's called Brand Therapy. And we're just so happy you're here. It's gonna be creative. No, not creative, surprising.
Lauren
We're really, really digging at the bottom of the barrel for unique titles here. Now that we’re over 200 episodes into this
Phil
Over the hill, but not in the grave.
Lauren
No, certainly not.
phil
This idea came from us, well it came from a client call, it came from us thinking about our own content. It's interesting how much easier it is to give advice to someone on content or branding than it is to even think about it in the context of your own brand, I think, right? This is what we do for a living and yet, I'll then start thinking about what am I going to post on Instagram tomorrow, and I can't come up with anything why? But I think it's that way for everyone. So this podcast episode is like a little soldier that we're sending out into the world to help you come up with some content ideas. And ideally, since we're pros at this, we're giving you ideas that you haven't heard from us before.
Lauren
Yes. So I guess maybe let's just kick things off and talk about some of the surprising ways that you can get content ideas.
Phil
Speaking of kicking things off, have you watched the David Beckham documentary? Have you watched that yet?
lauren
I have watched two episodes.
phil
Why didn't you finish it?
lauren
Because Selling Sunset came on!
phil
Oh, understood.
lauren
We have to prioritize.
But did you like the app? Do you like the documentary so far?
lauren
Love it.
phil
Me, too. They did such a good job of it.
lauren
Yeah. Yeah. It's amazing how much footage they got of him growing up before knowing he'd be a superstar, like so much video content of him as a kid. It's pretty amazing.
phil
They must be very self aware to produce something like that that honestly makes them look so great. I just wanted to like, hang out with them. Now. I guess that's not what the podcast episode is about. But you said kicking off and I thought of it. So keep us back on track?
lauren
No, I think it was critical information.
phil
For what?
Lasuren
I have no idea. I guess, to show that we do more than podcasts. We have our finger on the pulse of what's going on. And that's how we can come up with surprising ways to get content ideas.
phil
You tried, I thought that was the best segue effor.
lauren
The best I could do. Okay, so the first kind of surprising way that you might not be thinking of, to get content ideas is actually a brainstorming technique. I read this book about 15 years ago, and it was all about creativity. I cannot for the life of me remember what the book is called? Or who wrote it. I know it's a Canadian author, I remember it's a white cover. That's all I've got. But I learned some very, very interesting tools about brainstorming.
One of my favorite tools for brainstorming, and it's always my go to if I'm having a tough conversation with someone and can't really kind of break through creatively is to almost play the opposite game. So for example, what you would ask is say, What don't I want to create? Or what don't I want this content to come across as? And it's, it's also like, yes, it's useful in the vein of content creation, but I also just highly recommend it in general, if you're trying to come up with your brand positioning, like what don't you want your brand to feel?
phil
I love that idea. I think about that in the context of YouTube video titles. I get so focused on, three ways to blah, blah, blah, and then it becomes so repetitive. But some of the YouTube videos that I actually click on that I actually click on and watch are like, Don't do this. Yeah, five reasons to avoid this. And I try since this is advice, well, this might be the next piece of advice I give, so maybe I'll hold it.
lauren
No, I think we're done with this one. Let's move on.
phil
So okay. The second way is surprising and involves building this kind of inventory system. So it's connected with what I was just saying is that I try to pay attention to the YouTube videos or the Instagram posts that I click and I save even the ads. I'm of the age where you know what, I will click on an Instagram ad and buy it. Guess what, honey? This is mid 30s. Baby. I got disposable income and sometimes I want to spend it on a device. I cleaned out my ear lobes. That was a bad purchase, by the way. Oh, I spent at least $60 on this machine. That's basically a Waterpik for your ears. I'm horrified that I bought this.
Lauren
That can be dangerous.
phil
I thought it was going to be a good idea and I've used it once, don't recommend it. But yeah, I get suckered into those types of things. And, but instead of just being a consumer, I try to go wait a second, you just click or you're about to click on this ad screenshot, or if it's got a URL, save, I file it away and drop mark, which is my one destination where I keep all my crazy ideas, get, don't just take a screenshot of something and leave it on your phone to go die and rot. And never be looked at, again, put your ideas somewhere. So for me, it's building this inventory system of don't just react or operate as a consumer, but as a marketer. Notice what grabs my attention, and take two seconds to ask why did it grab my attention, and then save it, store it, screenshot it, but put it somewhere useful, that you'll know where to go to find it later? When you say, oh, you know, now I'm working on Facebook ad copy. I want to be inspired by that ad I found a month ago that was selling me this water dispenser for my ear. So stupid.
lauren
But it worked. That's the scary thing. So there's something we can learn from exactly. Okay, the next idea that I have a surprising way to get a content idea is to apply a principle of improv. Yes, and something you see. So for example, if I see, I don't know, an Instagram post that has five easy services, you can sell clients, I would go yes. And and then I would think of three more and do that as my post. I wouldn't reference the original one. Maybe I would credit them for like the idea.
Phil
But maybe not. Maybe you just they said in a spit it out in your own words.
lauren
So basically you're adding your two cents to someone else's idea. And that's actually probably my favorite technique.
phil
I love that. My next surprising way to come up with content ideas is to actually intentionally avoid technology at your workspace. And in fact, I do this even when I'm traveling, if you can believe it. I will literally prepare for my trip, take a piece of paper listener you can't see me holding it up. But I'm showing Lauren at the time of recording this piece of paper. I will take paper I will take where are they? Scissors? And less than or SMR for you there.
lauren
These are like what are they brass scissors gold scissors. They look fancy.
phil
They are fancy. They're Hei Danish design. Love these scissors.
lauren
That's ok. I have some fancy scissors of my own.
phil
They are nice, not as fancy as mine, but will still give you points.
lauren
I have a matching three hole punch. I don't know when I'm going to use a three hole. Situation over here. I bought four binders that are in pretty colors.
phil
What are you going to put in them, your notes from school?
lauren
I've been wondering that same thing for about four weeks since it arrived on my doorstep anyway.
phil
I cut up little piece of little squares of paper that I have on my desk in a pile so it's neat. However, I will write down on the pen and paper a single word and I circle it or like a quick phrase on a client call or even in a podcast recording like this, to immediately come back, I put it on my desk, I'm not allowed to move it until I take that idea and input it for me into Asana, which is where I finish my content ideas. But I just for me, I've got to abandon technology sometimes, and just go right back to analog like you and your binders, and write my content ideas down before they vanish into thin air. And the best content ideas come from client calls sometimes, right and I show up on client calls, the ones that I'm not actually required to be on if I feel like gonna reconnect with a client or just be present, you know, because they've hired us. And I honestly love those calls because I can just sit and observe and get ideas.
Here's another example on a sales call when you're describing our process, which by the way you've been doing lately on calls instead of making me do it. I just love that, I get so many ideas for content on sales calls. When someone says hey, can you explain you know, when you're building a website? What platform do you recommend? Oh my god, that's like literally someone handing you a platter with a juicy content idea on it. Any question like that. Any objection, any question for clarification, these are all great content ideas, but I say surprisingly stick with analog have paper and pen quickly accessible to you when you're on a call. And it just helps.
Lauren
Yes. The next surprising way to get content ideas is related to habit building. We just had a call with a client earlier today where we realized and developed this system. And I think it's important to share this with our listeners today. This client was finding it tough to get into the groove of filming and found that like life would get in the way, and she couldn't film her reel, she wouldn't have an idea for the reel and just found the process of ideating was tripping her up. So what we recommended that she do is after every single call, she hangs up and immediately writes one to three challenges or questions that came up during that call. What's interesting about this is I don't think that this system has to be reserved for work calls. This can be related to anything, like really, really anything. It can be personal, it can be about someone else. But it can ultimately be a launching point for your content idea. And if you've got, at the end of the week, anywhere from seven to 21 ideas written down, chances are it's going to be a lot easier to figure out what you want to film. I
Phil
Love that. I love that, who actually had me recently add a section on my YouTube script template. I'm pulling it up here so I can say this, because you described it well. So at the end of me, you know finishing a YouTube video, I think you call them hot takes so I'm starting to actually keep track of hot links at the end of creating content. In my case, a YouTube video could be a blog post, but this idea of your head is already in the game, almost like on a client call your head is in the game. You've written a blog post great your head is in the game. What are some hot takes some controversial opinions, some noteworthy perspectives that you have that might be different than the other way people might traditionally think about something those are hot takes note those. I is annoying to do because you're like, I just want to finish this task. That's how I feel at the end of making a YouTube video. I'm like I ready for this to be done. But hot take it. Grab your hot takes. And those are perfect ammo for posts.
Lauren
Completely. Yeah. Think write down your most controversial opinions. Well, those are all my users.
Phil
Well they’re pretty surprising, shocking. I think we intentionally wanted this episode to be on the shorter side so people could just kind of dip in get what you need and go write. Normally our episodes are closer to 30 minutes. We're going to finish around the 15 minute mark today. I want you we want you to go use those extra 15 minutes to go create content. Put on some smooth jazz in the background is set of our soft sultry voices for these remaining minutes. And go enjoy go create some content and let us know how it goes. You know where to find us on social media. I'm @philpallen
Lauren
I'm @thelaurenmoore
Phil
#brandtherapy to continue conversation. If you enjoyed this episode or others leave us a review five star, five star that helps other people discover those podcasts we work hard to create for you and we'll be back next week with a new guest. You're going to love next week's episode that's coming up. See you then. Thanks for listening to Brand Therapy.