Content creation can sometimes lead to lack of ideas and creative blockage. Marketers and copywriters are often tempted to go down the same road of constant repetition, which results in basic content that has already been seen many times. And, we all know how irritating it can be. If you feel like you’re running into a dead-end, you might want to change your creative routines.

This is where the importance of concept creation comes. Our company realized through its experience that concept creation really comes in handy when trying to be innovative. Concept creation is the process of generating ideas and turning them into multiple rough sketches that will further be the basis of the final content.

First and foremost, know your audience! Analyze the general temperament of your target groups, as well as the language and tone of voice they prefer to hear. Also, beware of the things they find dull and boring. To make it short – empathize with them!

Next comes the part that our employees find most fun – brainstorming! We all tend to skip this part as we feel it’s time-consuming. However, the more time we spend in generating ideas, the more likely are the chances our content will turn out successful and unique to the public. And remember, the rule here is ‘quantity over quality’. Don’t be afraid to think unconventional, and to view things from different angles. Try doing this from different places, as working in one same place can blunt your creativity and the best ideas usually come completely unexpected and random. Always carry a sketchbook with you, or at least write your ideas on your phone so you don’t forget them.

After the creative burst of thoughts is drained, filter your ideas according to the brands identity, promotional goals and type of audience and pick the one you find most attractive, unique and in the same time achievable. Once you pick your favorite concept, you’re to continue to its development.