Your perspective intrigues me. As a content writer who came from a fiction and nonfiction pro writing background, I never thought of it this way. However I would argue that if your content writing “lacks creativity”, you’re doing it wrong. I write reviews, tutorials, comparisons, etc and I almost always manage to have fun with it and make it different than comparable pieces.

You also may want to consider the fact that most forms of content writing are also inherently copywriting, i.e. you’re trying to get the reader to take an action, even if it’s just to finish reading the tutorial and use the product you’re explaining. Beyond being clear and helpful, creativity is what’s going to set your content aside from the competition and compel clients and readers to come back.