We show that a phase-only spatial light modulator can be used to generate non-trivial light distributions suitable for trapping ultracold atoms, when the hologram calculation is included within a simple and robust feedback loop that corrects for imperfect device response and optical aberrations. This correction reduces the discrepancy between target and experimental light distribution to the level of a few percent (RMS error). We prove the generality of this algorithm by applying it to a variety of target light distributions of relevance for cold atomic physics. arXiv:1409.3151v1 [cond-mat.quant-gas]