Christopher Booker is best known for his influential book, The Seven Basic Plots: Why We Tell Stories. In it, he proposed that all narratives can be traced back to seven fundamental story structures.

His theory proved controversial, and many regard it as reductive. However, it’s less contentious to say that many stories share similar patterns, yet feel entirely distinct thanks to their unique settings, characters, and moments in time.

The Lion King, for example, derives its plot from Hamlet, while Avatar has almost exactly the same storyline as Pocahontas.

When it comes to writing blogs, mailers, or other marketing materials, you may find yourself revisiting the same few topics. But just as a gifted storyteller finds fresh ways to tread familiar plotlines, you too should be innovative and look for new perspectives to explore well-worn material.

Read to discover five tips for finding new angles on old topics.

1. Shift the perspective

One of the easiest ways to refresh familiar material is to explore it from a different person’s perspective.

For example, if you’ve recently written about the importance of discussing your estate plan with your children, you could follow up with a piece on why it’s just as valuable to have that conversation with your parents.

In doing so, you can cover the same theme of the importance of estate planning in families while tailoring the message to two distinct but related audiences.

2. Find a timely hook

The modern world is not short of news. Celebrity projects, innovative research, and emerging trends all provide fertile ground for the ideation stage.

If you have a topic you want to write about but feel you’ve already covered it from every angle, the news cycle can be your best friend.

For instance, if you’ve written about the growing trend of retirees returning to work, you could give the story a fresh twist by focusing on celebrities who’ve done the same, such as Daniel Day-Lewis and Michael Caine in recent months.

By weaving current or high-profile examples into your writing, you breathe new life into familiar material, making it timely, relevant, and more engaging for your audience.

3. Explore common myths and misconceptions

When writing for an online audience, the goal is often to inform and equip readers with facts and practical solutions to their challenges.

This usually means focusing on truth and reality. But falsehoods and misconceptions can be just as valuable, if not more so.

Instead of starting with the intent to tell readers what’s true, consider framing an article around what’s false.

Exposing common myths not only helps your audience avoid misinformation they may encounter or even already believe but also opens up a new way to revisit an old subject with a fresh angle.

4. Use case studies and personal experiences

Despite what you may have read in The Seven Basic Plots, everyone has a unique story to tell, and tapping into the human experience can be one of the best ways to breathe new life into old material.

Conversations with clients, interviews with experts, or even personal stories shared online can be great for adding a human dimension to your work.

This approach helps your audience see how a topic that might otherwise feel dry or abstract could play out in real life. It also makes your message more relatable, memorable, and persuasive.

5. Make links between seemingly disparate ideas

Linking seemingly disparate ideas is a technique that is loved by some and loathed by others. Some see it as a clever way to bring a fresh perspective to an otherwise dry subject, while others find it forced or irrelevant.

Whether you write articles exploring what X can teach you about Y should depend less on personal preference and more on audience engagement.

If your readers are experts, such connections might feel unnecessary. But for a broader public audience, they can be highly effective.

You can also tie these disparate ideas to current events or trends, using the news cycle to make the connections timely and compelling. For example, if there’s a new hit album out, you could use it as a starting point for your article: ‘What this hit album can teach you about…’.

Get in touch

If you’re looking for new and innovative ways to explore familiar material, you’ve come to the right place.

At Yardstick, we specialise in finding fresh angles and hidden insights and transforming everyday topics into content that resonates with audiences.

To find out more, please email hi@theyardstickagency.co.uk or call 0115 8965 300.