What a Cat in a Box of Packing Peanuts Taught Me About Content Strategy

Recently, I watched my cat dive headfirst into a cardboard box filled with packing peanuts. In seconds, he transformed a simple shipping box into a personal playground—burrowing, pouncing, and tossing peanuts like confetti. It was chaos. It was adorable. And oddly enough, it made me think about how we create content.

In my 15+ years as a B2B content writer and designer, I’ve worked across industries—from real estate and health & wellness to LGBTQIA+ initiatives and arts education. Whether I’m writing landing pages, developing blog strategy, or designing social graphics, one thing has remained true:

The best content sparks curiosity.

That moment with my cat reminded me that great ideas often come from play—the unscripted, unexpected moments that capture attention and feel authentic. Too often in content creation, we get caught in the loop of optimization, automation, and checking all the SEO boxes. These are essential tools (and I use them daily), but they should serve the story—not replace it.

When I worked with SEA of Visibility on Pride and arts education campaigns, or with Mobility Mountain to craft content for veterans and disabled campers, I wasn’t just writing to inform—I was writing to connect. I dug deep into each brand’s mission to find those moments that felt human and engaging. It’s what turned blog posts into community conversations and email campaigns into real engagement.

Watching my cat reminded me of that creative spark. He didn’t care about structure or rules. He was fully in the moment, guided by curiosity. As content professionals, we can learn a lot from that Reggie mindset.

Here’s how I apply this approach:

✅ Lead with curiosity. Before I write a headline, I ask: What question does my audience need answered—and how can I make it unexpected?

✅ Let the brand’s personality show. Even B2B doesn’t have to be boring. Playfulness, warmth, and honesty make your content more memorable.

✅ Leave room for discovery. Great content doesn’t just provide information—it offers an experience. Whether through design, storytelling, or voice, it invites your audience to explore.

✅ Embrace imperfection. Some of my most successful posts were the ones that felt a little raw—more like a conversation than a campaign.

That moment with my cat was a reminder that creativity doesn’t always arrive neatly packaged. Sometimes it leaps out of a box and scatters packing peanuts everywhere—and that’s okay.

So if you’re stuck on your next campaign or unsure how to inject energy into your messaging, take a cue from our pets: chase the weird idea. Follow your curiosity. Play a little.

Because sometimes, the best content starts with a pounce.

👋 Let’s connect. If you’re looking for a B2B writer who blends strategy with storytelling (and cat-inspired creativity), I’d love to hear from you.

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