If you’ve ever tried to create content consistently, you know how hard it can be to come up with ideas. Your audience is hungry for more, but your brain is as blank as a fresh Google Doc.

Whether you’re blocked, uninspired, or just plain tired, the good news is that you don’t need to wait for a muse to show up and sprinkle you with creativity dust. In fact, some of the best content ideas are already hiding in plain sight.

Here’s how to create amazing content—even when you’re not feeling particularly creative.

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1. Repurpose Like a Pro

Who says every piece of content needs to be brand new? Sometimes, the quickest win is hiding in your archives. Look back at your most successful pieces—the blogs that got shared, the LinkedIn posts that sparked debates, the Instagram reels that blew up. Take that content and spin it into something fresh.

• Turn blogs into videos. Summarize a blog post into a quick, punchy video for social media.
• Create a carousel. Break down a popular blog into bite-sized tips for a LinkedIn or Instagram carousel.
• Revisit old topics. Update past content with current trends or new data.

Think of your existing content as Lego blocks. You don’t need a new set to build something cool—just rearrange the pieces you already have.

Also, don’t assume all your followers saw the content the first time it went out. Repetition is vital for brands (even personal brands) to get ideas to stick in people’s minds.

2. Eavesdrop on Your Audience

People are telling you what content they want. You just need to listen.

• Check the comments. What questions keep popping up in your comment sections?
• Read your DMs. (Yes, even the weird ones.) What themes or concerns are your followers bringing up?
• Monitor support tickets. If you’re in a business where customers submit tickets, these can be a goldmine of content ideas. Is everyone confused about the same feature? Boom: blog post.
• Use polls and surveys. Not sure what your audience wants? Just ask. Run a poll on LinkedIn, Twitter, or Instagram Stories to let them tell you directly.

Once you’ve gathered their questions, pain points, and curiosities, turn them into content that feels personal and relevant—because it is.

Some of my best-performing content comes from replying to a question or comment I got but publicly. Chances are the person asking it isn’t the only one with that in mind.

3. Recycle, but with Style

You’ve heard the phrase “reduce, reuse, recycle,” but let’s add another word to the mix: refresh. Recycling content isn’t just about reposting old blogs. It’s about giving them a glow-up.

• Add a new perspective. Did you write a guide to threat hunting in 2020? Update it with 2025 best practices or insights from a new case study.
• Switch the format. Turn a how-to blog into a podcast episode. Convert a listicle into an infographic. The more formats you use, the wider your reach.
• Bundle it. Got three or four related pieces of content? Combine them into an ebook or lead magnet.

The key is to make it feel fresh, even if the core idea stays the same.

Do you have someone in your network you could have a conversation with about a topic that performs well in your content? Queue it up!

4. Embrace the Feedback Loop

Use feedback as a map to your next content ideas. Look for patterns in what people are saying—whether that’s through comments, emails, or analytics.

• What’s resonating? If a particular topic is driving engagement, double down. Create spin-off pieces that dive deeper or explore adjacent angles.
• What’s confusing? If people are asking clarifying questions about a blog or post, that’s an opportunity to create follow-up content.
• What’s missing? Sometimes feedback highlights what you didn’t say. Fill those gaps with new content.

This section goes a step further than "Eavesdrop on Your Audience." While that approach is about listening in real time and acting quickly, the feedback loop involves deeper analysis and long-term adjustments to your content strategy.

Think of it as the difference between responding to a comment and crafting a series of blogs based on recurring themes. Both approaches are invaluable—and together, they’ll keep your content pipeline full.

5. Steal (Ethically) from the Competition

Your competitors’ content can be an idea goldmine. No, we’re not saying you should copy their blogs word for word. But paying attention to what they’re publishing can spark your own ideas.

• Add perspective. What’s performing well for them? How can you add your unique spin? You have opinions and experiences that other people might benefit from. Share them!
• Fill the gaps. If you notice they’re overlooking certain topics, that’s your chance to swoop in and own that space.
• Collaborate. Got a competitor with a complementary skill set? Partner on a guest blog, podcast, or webinar.

The goal isn’t to imitate—it’s to innovate based on what’s already out there when you're feeling stuck.

We can't be at our most creative all the time on command. We live in a content forward world right now so creating is necessary, but it doesn't have to be the most original thought or idea every single time. 

6. Tap into Trends

Trends can be fleeting, but when used wisely, they’re a great way to create timely, engaging content.

• Leverage social media trends. Pay attention to trending memes and challenges. Can you tie them back to your industry in a clever way?
• Piggyback on news. If there’s a hot topic in the cybersecurity world, write a quick reaction blog or post your take on social media.
• Use data. Tools like Google Trends, BuzzSumo, or even Twitter’s trending tab can give you insights into what people are searching for.

Just be careful not to overdo it. Trends should enhance your content, not overshadow your message.

7. Get Visual

Sometimes words just aren’t enough. Visual content is not only eye-catching but also versatile.

The social media algorithms also LOVE mixed media. Everyone is pushing video content, and images are always a hit. Mix them in with your written stuff frequently.

• Infographics. Turn stats or step-by-step guides into an easily digestible graphic.
• GIFs and memes. A little humor goes a long way in making your content relatable.
• Video snippets. Repurpose webinar recordings, conference talks, or live streams into short, shareable clips.

Visual content doesn’t have to be a production. Even simple, on-brand graphics can make a big impact.

People like connecting with other people. Show your face and keep it casual. They’d rather facetime a friend than watch a sales webinar. Meet them where they’d rather be.

Final Thoughts

Content ideation doesn’t have to be an overwhelming process. When creativity is playing hard to get, lean on practical strategies like repurposing, listening to your audience, and tapping into trends. Remember: the best ideas often come from refining and reshaping what’s already there.

So the next time you’re staring at a blank screen, wondering how to create something fresh, take a deep breath. You’ve got this—and your next great idea is probably closer than you think.