Sometimes, the best marketing ideas come from the things we love. A favourite film, a song that takes us back to a particular time in our lives, or a TV programme we can happily watch for the tenth time can all provide inspiration for creative content that connects with an audience.

And recently, I came across a social media post that reminded me just how effective this approach can be.

A little bit of nostalgia goes a long way

One of my favourite films is When Harry Met Sally. I saw it at the cinema when it was first released in 1989 and, over the years, I've watched it on pretty much every format available. First VHS, then DVD, and now streaming on Amazon Prime.

It's one of my go-to feel-good films. I know the story, I know the characters, and I can happily watch it all over again.

But there's more to this classic romantic comedy than the wonderful chemistry between Billy Crystal and Meg Ryan. For me, it's also about the atmosphere, the New York autumn setting and, of course, Sally Albright's wardrobe.

The cosy jumpers, tailored jackets, oversized coats, hats and classic autumn colours have a timeless appeal. It's a look that feels just as relevant today as it did when the film first appeared on the big screen.

So, when I spotted a social media post showing people how to recreate Meg Ryan's autumn style, complete with links to retailers selling similar pieces, it caught my attention.

And from a marketing perspective, I thought it was a brilliant example of content-inspired marketing.

Turning a cultural reference into a marketing opportunity

The clever part is that the content doesn't start with a product. It starts with something people already recognise, enjoy and feel an emotional connection with.

When Harry Met Sally provides the inspiration. Meg Ryan's iconic style gives the post its visual appeal. The autumn season makes it timely. And the links to retailers provide a natural next step for anyone who wants to recreate the look.

It's a simple journey from inspiration to potential purchase.

Rather than simply posting a picture of a jumper and telling people to buy it, the content gives the product a context and a story. It helps people imagine how they might wear it, while tapping into their memories, interests and sense of style.

It's also a reminder that effective marketing doesn't always need to be complicated. Sometimes, the strongest idea is the one that makes someone stop scrolling and think: I love that. I'd like to recreate that look.

Where else could you find inspiration for your marketing?

The principle extends well beyond fashion retail. There are opportunities to take inspiration from popular culture, current events, seasonal changes and the everyday things that matter to your customers.

Here are a few ways businesses could put the same thinking into practice.

1. Popular films and television - Could a film, television series or character provide a relevant starting point for your content? A homeware business might explore the interiors of a much-loved period drama. A bookshop could create a reading list inspired by a popular television adaptation. A clothing retailer could put together outfits inspired by an iconic film character.
2. Music and nostalgia - Music has a powerful ability to evoke memories and emotions. A record shop could revisit the albums that defined a particular decade. A wedding supplier might explore music trends across generations. A business celebrating a milestone could look back at how its industry has changed over the years.
3. Seasonal interests and traditions - Autumn fashion is just one example. Think about Christmas preparations, spring gardening, summer holidays, the start of a new school year or the return of a favourite sporting season. These recurring moments provide natural opportunities for relevant, timely content.
4. What your customers are already talking about - Pay attention to the conversations happening in your industry and among your customers. What are they watching, reading, buying, worrying about or looking forward to? Their interests can help you identify content that feels relevant rather than simply promotional.
5. Cultural moments and anniversaries - Film anniversaries, significant historical dates, the launch of a new series or the return of a familiar trend can all provide a useful starting point. The key is to find a genuine connection between the moment and your business, rather than jumping on every passing trend.

Good marketing is about making connections

Of course, not every cultural reference will suit every business. The important thing is to understand your audience and choose inspiration that feels natural for your brand.

There's little point trying to force a connection simply because something is trending. The content still needs to be relevant, useful or entertaining to the people you want to reach.

It's also worth thinking about what happens next. Does the content encourage people to visit your website, explore a product, read an article, sign up for an email or start a conversation? The next step doesn't always have to be a direct sale, but it should have a purpose.

And if you're using popular films, images or other creative work, make sure you consider copyright and licensing requirements. Inspiration is one thing; using someone else's protected material commercially is another.

So, what can your favourite film teach you about marketing?

For me, the Meg Ryan autumn fashion post is a lovely example of how creative thinking can turn an everyday cultural reference into a commercial opportunity.

It starts with something people already love, connects it to a relevant product or service, and gives the audience a reason to engage.

You don't always need to invent something entirely new to create good marketing. Sometimes, you simply need to look at something familiar from a different perspective.

So, next time you're struggling to come up with an idea for a social media post, article or campaign, take a look beyond your own industry. What are your customers watching, reading, celebrating or talking about? What memories, interests or seasonal moments could provide a starting point?

You might find your next great marketing idea in a favourite film, a conversation over coffee or something that catches your eye while scrolling through social media.