Content Marketing: Conformity Versus Creativity

When it comes to a noisy online world, how do you make your content marketing efforts stand out?

Do you conform to the “rules” and stay in the safe zone? Or do you take a risk and strive for creativity?

There’s no right answer; both have pros and cons. In this post we’ll explore each in the hopes of expanding your thoughts and ideas when it comes to formulating a successful content marketing strategy.

Conformity In Content Marketing

Conformity is essentially, the act of copying or emulating something. When someone or something influences your behavior and you decide “swing their way” – that’s conformity.

To me, the biggest phenomenon of conformity in content marketing on social sites is the meme. My post, It’s A Meme, Meme World (Or Is It), asked if memes are valuable.

I later got (somewhat) of an answer when Facebook decided that:

“Pages producing some low quality, meme content can expect to see a slight decrease. Pages that are exclusively posting low quality, meme content might see a bigger drop. The magnitude of the change will be greatest for Pages creating high quality content. Generally, these Pages should see increased distribution.”

In short, Facebook Pages that used to see hundreds of likes on over-shared meme content are now probably scratching their heads trying to figure out why this conformity tactic isn’t working.

Essentially Facebook, and some other smart marketers, feel that sharing crappy memes doesn’t adhere to the answers given in their user feedback survey , which asked:

• Is this timely and relevant content?


• Is this content from a source you would trust?


• Would you share it with friends or recommend it to others?


• Is the content genuinely interesting to you or is it trying to game News Feed distribution? (e.g. asking for people to like the content)


• Would you call this a low-quality post or meme?


• Would you complain about seeing this content in your News Feed?

Other conformity tactics would include asking fill-in-the-blank questions, asking for a like or share if the user agrees with your (very broad, obvious) statement, sharing inspirational quotes (that aren’t your own), etc.

Why Conformity Does & Doesn’t Work

Why recreate the wheel when you can borrow (or in some cases steal – aka: plagiarize) someone else’s creativity?

The upside that is that you aren’t using any of your own time or resources to create content that will more than likely receive a positive response from your communities. Little effort, big (maybe) results.

Another upside is utilizing questions asked as a way to perform market research – which in turn may help you produce better content.

The downside is a bit larger:

• You could be dinged by Facebook and other sites for constantly producing “low quality content”


• Your audience could grow bored with content that’s not relevant, fresh or doesn’t pertain to your branding


• Your clients may realize that you’re not giving them true time and attention when they see that you’re posting the same content for them as you are for your other clients (Um, then what exactly am I paying you for?!)


• You could be fined hundreds of dollars for plagiarizing memes, pictures and other content that’s licensed (yes, this really happens)


• Even using sites that offer free images dims your light a bit because so many sites are using those same, cheesy stock photos

Creativity In Content Marketing

Creativity, conversely, takes time and money. It’s not a quick fix. We see usually see creativity by brands with larger budgets, bigger teams, and more experience.

I think many of us fall into the trap of thinking that creativity can only be created by design types. But that simply isn’t true. As long as you’re telling your unique story — rather than conforming to everyone else’s — you, too, can be interesting.

I can think of several ways to get creative that won’t break the bank:

• Creating a mascot (like Dude!)


• Use custom brand/product hashtags


• Create your own videos telling your story. Better yet, let the customers tell your story.


• Other User Generated Content (UGC)


• Leverage your assets; barter and trade


• Use free tools like Canva and Picmonkey to make your visuals better


• If you HAVE to use memes, at least be creative and make your own with MemeGenerator or QuickMeme

Why Creativity Does & Doesn’t Work

I was going to say that creativity works 100% of the time, but then I’d be speaking for everyone. Although I don’t consider myself extremely creative, if I research, think and work hard enough I usually can pull something off.

Perhaps not everyone can do that. In some cases you may not be creative at all, in which case I urge you to seek professional help rather than using conformity tactics with your content marketing.

Creativity doesn’t have to mean recreating the wheel, either. While everyone and their mom may be writing about content marketing, I Googled content marketing and creativity and conformity for this post. They hadn’t been explored in this context.

Going that extra mile (research) can really help you when it comes to spurring ideas. Go ahead and Google “how to be more creative” (or just click the link, as I did it for you) and START with some ideas for sparking creativity.

What helps me get in the inventive state of mind is:

• Reading: Follow bloggers who are different, and not spouting the same, sad topic. (When it comes to content, I adore Mark Schaefer’s {grow})


• Research: Look at other designs, articles, visuals, etc. to get you “in the mood.” DON’T conform! Use those inspiring pieces as a way to spur an idea, but don’t emulate, CREATE.


• Not forcing it: It just never works out when I do. Make a note on your idea and come back to it later.


• Writing & list making: Not everything will be a masterpiece, but at least it’s YOUR vision and not a regurgitation of someone else’s.


• Having conversations: When you’re humble and know you’re not the smartest person in the room (or the one who always has to be right) you learn a lot by joining in on conversations – especially with those who have more experience than you.

Will Creativity Kill Conformity?

Fingers crossed.

If you follow Mark Schaefer (mentioned above) you may be aware of his

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