Recycling Originality: Content Marketing’s Paradox?
“Originality is nothing but judicious imitation.”
If the quote by Voltaire is anything to go by, then originality must be a moot concept.
Originality is often understood to mean thinking or acting in an independent, inventive, or individual manner. But considering that we live in a world that requires us to be connected and responsive, it is inevitable that our thoughts and actions are inspired and shaped by our experiences and the environment in which we live.
So then, can there truly be an original idea – free from influence and imitation? Facing this very challenge are content marketers, in their exacting search for continually creative content. But given the industry’s propensity to churn out ideas every single day, only for some to be cast aside, marketers have taken to reusing once-rejected material for new clients. Should recycling creativity be always seen as doing more harm than good? How can the credible creative recognise the right times to reuse old, yet amazing (and possibly profitable) content?
Here are some tips to consider when deciding to breathe new life into an old idea while waiting for your next spark of genius:
A look at the marketing landscape will show that influences abound. However, be aware of the differences between mere reproduction, and careful revision of ideas. Recycling creativity goes beyond reusing old content, and should see the marketer conscientiously reworking ideas such that they fit the brief and product of any new client. While the eventual concept may draw inspiration from different sources, it should essentially be work consisting of inputs which have been modified into, and presented as something fun and fresh.
While taking creative liberties with recycled ideas, it is also important to stay connected with their origins or how they came to be, so that marketers can better appreciate the new, improved versions and retain the authenticity in their communication with consumers.
Manage the creative ego
Creative minds are often afflicted by the fear of banality, and sometimes, unnecessarily so. Recognise that moments of brilliance are not always readily conjured, and that recycling creativity can mean letting a previously shelved idea – with the necessary tweaks made – take flight and live out its potential.
And even if concepts perceived to be new are discovered to have been delivered before, it should not weaken marketers’ belief in their ideas. After all, our thoughts bear a degree of unique, personal influence and are never exactly the same as some familiar version of it. Moreover, there has been plenty of evidence pointing to consumers taking pleasure in, and responding to recognisable structures and cues. Gain emotional leverage with familiar models while making sure that these ideas are able to deliver some form of value to consumers.
Do not be too obsessed with breaking the mould
In an industry fixated with being trendsetters in creativity, content marketers may get too carried away with wanting to consistently break tradition. In truth, however, the mould-breaker does not come by as frequently as we think. Marketing is no stranger to recycling concepts, with a large majority building upon or reworking existing thinking.
Opting to work on the tried-and-tested may allow marketers to make the most of their versions as they focus instead on improving the execution of their works. By obsessing less on originality as the ideal, marketers can channel their efforts into achieving content excellence as opposed to creative excellence. When brilliantly delivered, time-worn concepts can always come across as new and exciting.
Go the extra mile
Recycled ideas should ultimately be converted into insights-driven content. Effective concepts understand the client’s business drivers, address their points of concern, and create and sustain brand awareness. Sure, there’s nothing wrong in presenting a used idea to another client if the solution meets the brief, but make sure it is reworked and tailored to best serve the client’s business.
That being said, recycling creativity cannot be a marketer’s first instinct or his or her last resort – it should never be the easy way out, where the same idea becomes the persistent solution for different problems.
Expand the definition of originality
Let’s not restrict ourselves to only striving for total originality (if that is possible any more), but also find inspiration in successful and tested formulae, and then fastidiously improve on them. The creative ego should not stifle the many possibilities that recycling creativity presents!
At the end of the day, content marketers look to put out work that may not always be revolutionary, but is importantly, expressive, engaging and which resonates with consumers.
Indeed at times, the process of creativity can be made simple. As Marcel Proust sees it, “The real voyage of discovery consists not in seeking new landscapes but in having new eyes.”
Content marketing may have found a new meaning for originality.
Posted by Rahimah Amin, PR Executive, Corporate Media