Four Underutilised Content Ideas for Your Next Marketing Plan
- Jacinta Lal
- Jul 29
- 5 min read
Updated: Sep 3
Dear DVYA Diary,
The second half of the year can feel… intense. Deadlines are closer, energy’s lower, and the pressure to “post more” can quickly spiral into a fog of recycled content and unhelpful trends.
Reels. Quotes. Carousels. Emails. Tips. Repeat.
I know content works best when it’s consistent, but lately, everything feels like it’s been recycled one too many times. There’s a fine line between being strategic and being stuck in a loop, and a lot of us are quietly toeing that line.
But here’s the good news: you don’t need more platforms or more posts - you just need better direction.
So this is for anyone feeling like their content plan could use a few new flavours. You don’t need to throw out your whole strategy. You just need to freshen it up with a few unexpected ideas that still fit your goals: building visibility, building trust, and building momentum that actually leads to sales.
Here are four underused but high-impact content directions that deserve a permanent spot in your plan.
Let’s bring your content strategy back to life.
🍿 1. Behind-the-Scenes Case Studies That Tell the Truth
Think of this as a relaxed, human version of a case study. You’re not writing for a conference or an MBA report. You’re telling a real story about a challenge, the solution you created, and what happened next - good or not-so-good.
Your audience loves transparency, especially when it comes with a clear takeaway.
Try this structure:
What was the challenge?
What did you do?
Why did you choose that route?
What changed as a result?
What did you learn?
This content works especially well if you’re a service provider, creative, or consultant. Even if you’re not offering something with easily quantifiable results, you can still show how you think and work.
There is no need to wait for a massive success story. Share a small but intentional shift in your Instagram marketing plan. Maybe testing a new content format, tweaking your bio or changing how Stories highlights are used. Walk through the decision and reflect on the response. These behind-the-scenes insights build trust and spark interest.
It builds credibility and positions you as someone with real insight, not just recycled tips.
It’s also a brilliant entry point to your offer. For example, if your case study is about a refreshed website strategy that improved engagement, you can link directly to your content marketing services.
🧪 2. Try a Live Content Experiment to Strengthen Your Marketing Plan
Your audience doesn’t always want perfect content. Sometimes, they want to feel involved.
Running a small content experiment and documenting the results is one of the most engaging ways to build trust and visibility at the same time.
This could be as simple as:
Testing whether your audience prefers short captions or long ones
Trying two headline styles and seeing which performs better
Posting at a new time and observing the engagement shift
Offering two content formats (like a blog and a video) and comparing traffic
The secret here is to tell people what you’re doing and why. Bring them along for the process. Then share the results.
Building credibility comes from showing thoughtfulness and curiosity about your work. Even if the test goes differently than expected, that honesty will deepen trust with your audience. A fancy dashboard or dozens of data points are not required. Simply explain what changed and what the next steps are.
🎤 3. Share a Thoughtful Opinion
You have opinions. Don’t be afraid to share them, especially if you can back them up with real examples or experiences.
We’re not talking about controversial hot takes just for the sake of attention. That gets old quickly. Instead, think about what you believe to be true in your industry or niche, especially if it goes against the grain.
For example:
Why you stopped focusing so much on Instagram
Why you prefer high-converting blog content over Reels
What people misunderstand about building an email list
Why weekly newsletters are losing traction (and what works better)
You don’t need to be aggressive. Just honest. The more specific you are, the more interesting your content becomes.
This kind of content helps you stand out, and it builds your reputation as someone who thinks critically and doesn’t just echo the same advice over and over.
You can format this as a blog post, a carousel, or a LinkedIn article. And of course, include a subtle call to action that invites people to work with you or explore your services.
🧳 4. Strategic Imaginary Projects
This one is for the creatives, the planners, and the visionaries.
You don’t have to wait for a dream client to come knocking in order to show what you’re capable of. You can create your own imaginary brief and walk your audience through the approach you’d take.
Some examples:
How you’d market a boutique hotel opening in Thailand
What you’d do if you were launching a sustainable swimwear brand next summer
How you’d rebrand a forgotten 90s brand for today’s audience
What kind of content plan you’d create for a luxury wellness retreat
It gives your audience a chance to see your creative and strategic thinking in action. It’s also fun and engaging, especially when you tie it into trends or pop culture moments.
Plus, it positions you as someone proactive, imaginative, and capable of owning the process from start to finish.
It doesn’t need to be a long piece of content either. A few slides, a blog, or even a short-form video explaining your thinking is enough to spark curiosity and get people thinking, “I want them on my project.”
🌱 Final Thoughts: Refresh Over Reinvent
You don’t need to double your content output or jump on five new platforms to stand out. You just need to find the stories, perspectives, and creative angles you haven’t shared yet.
These four content formats are thoughtful, flexible, and designed to build trust over time. They don’t rely on trends. They don’t demand a huge team. And they give your audience more depth than another quote post or trending audio ever could.
If you’re feeling stuck or stretched thin, I help business owners and brands build practical, creative content plans that actually make sense for their goals and capacity. Whether you need strategy, copywriting, or just someone to make your ideas feel clearer, we're here!
Until next time besties! 🦋
Want to bring these underutilised content ideas to life without the overwhelm?
Get organised and stay inspired with DVYA’s digital planners designed to help you map out, track, and execute your content strategy with ease.