I was asked recently if it is challenging for brands to create content because creatively it must be difficult to consistently come up with good ideas.

Yes and no.

Yes, it is challenging in an age of constant lack of attention, overwhelming number of choices, and the always on nature of it.

The way to achieve success is to think "consumer in", not "brand out". If your messages are all about what you want to say e.g. new offering, new pricing, promo, visit us, buy now, you haven't really thought about what constitutes something meaningful to the consumer and you haven't understood the customer journey.

That comes from insights into behaviour, into what other types of content they consume, how relevant the message is in the context of their lives. Talk to your consumer, understand search behaviour, use qualitative and quantitative data to give you insights.

Then think about whether that brand message is going to be a meaningful interaction and how personalised it can be with all the tools available today.

Start with customer experience and your content strategy will automatically change. You will not feel the pressure of thinking of the 5th different way to say that you have an offer running.