How to Ethically "Steal" Content Marketing Ideas (And Save Yourself Tons of Time)
Stuck staring at a blank screen trying to come up with your next piece of content? Struggling to generate enough fresh blog post ideas to stick to a consistent publishing schedule?
You‘re not alone. Content creation is challenging and time-consuming. According to a 2023 survey by the Content Marketing Institute, 65% of B2B marketers say producing enough content is their biggest challenge.
But here‘s a secret that the most prolific brands and creators have known for ages: It‘s perfectly okay to "steal" content ideas. In fact, when done ethically, it‘s one of the smartest ways to fill your editorial calendar.
Now, to be 100% clear, I‘m not suggesting you should plagiarize others‘ work. Copying and pasting someone else‘s article is never acceptable (not to mention illegal). But seeking inspiration from successful content is fair game.
As Austin Kleon wrote in his book Steal Like An Artist, "Nothing is original…all creative work builds on what came before. Every new idea is just a remix or a mashup of one or two previous ideas."
So if you‘re looking to produce more quality content in less time, start paying attention to what‘s already working for others in your space. Then make it your own. Here are 3 ways to do it:
- Steal headline formulas.
Headlines are one of the most important parts of your content. On average, only 2 out of 10 people will read beyond the headline according to Copyblogger. So crafting a compelling one is crucial.
Fortunately, you can tap into the power of proven headline formulas – just adapt them to your own content. For example, consider these popular formulas from Lenka Istvanova:
[Number] + [Adjective] + [Target Keyword] + [Promise] Example: 16 Fun Content Marketing Ideas That Will Delight Your AudienceHow to [Desired Outcome] in [Number] [Unit of Time] Example: How to 2X Your Blog Traffic in 30 Days
You don‘t need to start from scratch. Use formulas like these as a starting point, then customize them to your topic and brand voice. Some other sites with great headline formulas to steal:
- 101 Headline Formulas That Capture Attention (from Copyhackers)
- 17 Crazy Places to Get Jaw-Dropping Headline Ideas (from Copyblogger)
- 5 Easy Tricks to Help You Write Catchy Headlines (from HubSpot)
- Steal content structures.
The way you organize your content can be just as important as the content itself. Using a clear structure helps keep readers engaged and makes your key points easier to digest.
Again, there‘s no need to reinvent the wheel here. Many common content structures have emerged over time – use them as a starting point, then "fill in the blanks" with your own original ideas.
One of the most tried-and-true is the inverted pyramid structure from journalism. It looks like this:
[Inverted Pyramid Image]The most essential information goes at the top (the "what"), with supporting details and backstory following. This front-loaded style ensures that if a reader drops off mid-way through, they still leave with the key points.
You can steal this structure for blog posts, landing pages, emails, and more. Just organize your core points in descending order of importance.
The "how-to" article is another popular content type to steal. The basic structure is:
- Introduce the problem your "how-to" will solve
- Provide a list of steps, tools, or tips as the solution
- Show the end result or impact of following your process
For more structures to steal, check out these 12 types of blog posts or this master list of 100+ types of marketing content. Use them as a starting point for creating your own original, valuable content.
- Steal topics from competitors.
Imitation is the highest form of flattery, right? If you‘re struggling to come up with new content ideas, take a look at what topics your competitors are covering. Chances are, if it‘s working for them, something similar could work for you too.
Now, I‘m not saying you should copy their content word-for-word. That would be actual theft. Instead, use their topic as a jumping off point, then create something uniquely valuable to your own audience.
How? Go more in-depth on the subject than your competitors do. Cover additional subtopics they didn‘t include. Put your own unique spin or perspective on the idea. Make the definitive guide on that topic so readers have a reason to choose your content over others.
For example, if a competitor wrote a short blog post titled "5 Tips for Shooting iPhone Videos," you could do a multi-part ultimate guide on "How to Shoot and Edit Professional-Quality Video on Your iPhone."
The goal is to take inspiration from proven topics, then 10X the quality and comprehensiveness. That way, you‘re creating something original that blows the competition out of the water.
To find popular topics to steal, use tools like:
- BuzzSumo – see the most socially-shared content for any topic or competitor
- Feedly – follow RSS feeds of popular industry blogs and publications
- Ahrefs Content Explorer – search a massive index of web pages by topic or website
Just remember – never outright copy someone else‘s work. Use topic research to spark your own original ideas, then create the best darn piece of content out there on the subject.
Steal, Remix, Create
"Good artists copy; great artists steal," Pablo Picasso famously said. While he definitely didn‘t mean literal theft, the quote speaks to an important truth in content creation: we‘re all influenced by the work of others.
So next time you‘re struggling to come up with new content ideas, look outside yourself for inspiration. Ethically steal and remix proven headlines, structures, and topics – then use your own knowledge and creativity to craft something original.
With this approach, you can save time and energy while still producing awesome content your audience will love.