How to Generate Creative Content Ideas With Abi Bennetts

I didn’t actually meet Abi Bennetts until this podcast, but I had been aware of her even back in my Siege Media days. She used to have a content newsletter called Work in PRgress, where she curated great content from around the web. (Unfortunately, as you’ll see, it’s on a bit of hiatus.)

Abi comes from digital marketing agency Propellernet, where some of my favorite, most creative campaigns come from (dirty cars anyone?)

So, I used this opportunity to ask Abi for advice on the content ideation process and got so much that my head was spinning.

Get ready to take notes! (But don’t worry, all of the resources mentioned in this post are listed at the end of the post.)

Instead of a full transcription, I went with a summary of actionable takeaways. I hope you get as much out of this as I did!

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Takeaway 1: Dive Deep into Subtopics and Pain Points

When working with clients, especially in less exciting industries, focus on exploring subtopics and specific services they offer.

This can reveal interesting angles and provide more content opportunities. For instance, understanding customer pain points and their journey can help in crafting content that addresses their specific needs.

Don’t be afraid to ask!

Takeaways 2: Use the “Three Whys” Framework for Content Relevancy

Ensure content relevancy by asking three critical questions:

Why is it interesting? – Determine why the story is worth telling.

Why now? – Understand why it is timely and relevant at this moment.

Why them? – Clarify why your brand should be the one talking about it.

If the content passes these questions, it’s likely to be relevant and engaging.

Takeaway 3: Validate Ideas Rigorously

Before pitching to clients, ensure thorough validation of your ideas. This includes:

Preliminary data checks to support your concept.

Team review to catch any potential issues.

Considering if the idea has been done before and what new angle you can bring.

Ensuring it aligns with the client’s brand strategy and goals.

Takeaway 4. Be Prepared to Pivot

If initial data doesn’t support your idea, be ready to pivot. Honest communication with clients about unexpected outcomes can foster trust.

Suggest alternative angles or methodologies to realign the campaign with its original objectives.

Takeaway 5. Connect to Broad, Engaging Topics

To make niche topics or industries more engaging, link them with broader, popular themes.

For example, connect an automotive brand to pet safety in cars or link a property client to trends seen in popular TV shows like Bridgerton.

This helps create content that is both relevant to the brand and interesting to a wider audience.

Takeaway 6. Leverage Existing Content

Look at what content already exists on the client’s website.

Repurpose and expand on it to build new campaigns. This ensures consistency in messaging and leverages content the client is already comfortable with, making it easier to get approvals and build links.

Takeaway 7. Engage with the Industry Community

Publicizing your work and sharing ideas within the industry community can provide extra validation and inspiration.

Platforms like X and LinkedIn are valuable for sharing campaigns and getting feedback. This helps improve your work and contributes to the growth and betterment of the entire digital PR community.

You can find Abi Bennetts on X (https://x.com/AbiBennetts) or LinkedIn (https://www.linkedin.com/in/abibennetts710/)

Resources Mentioned

Here are some of the resources that we talked about in the newsletter.

1. The Grapevine by Iona Townsley: https://weareheroine.com/the-grapevine-newsletter/
2. PR Insider by Thea Chippendale: https://www.theprinsider.com/
3. Visual Capitalist – https://www.visualcapitalist.com/
4. Famous Campaigns – https://www.famouscampaigns.com/
5. Also Asked – https://alsoasked.com/
6. Answer the Public – https://answerthepublic.com/
7. The Pudding – https://pudding.cool/
8. Cloudhiker – https://cloudhiker.net/

Did I miss any? Do you have any additional suggestions? Please reach out to me on LinkedIn or X.

Vince Nero

Vince is the Director of Content Marketing at Buzzstream. He thinks content marketers should solve for users, not just Google. He also loves finding creative content online. His previous work includes content marketing agency Siege Media for six years, Homebuyer.com, and The Grit Group. Outside of work, you can catch Vince running, playing with his 2 kids, enjoying some video games, or watching Phillies baseball.

More Posts by Vince Nero
Website: https://buzzstream.com