Content Every Brand Should Make

There are essential content pillars nearly every brand needs to make if you’re building a brand in today’s era…

So, we’re going to go through five of them right now:

1. Social Shows

Social media is the New TV with endless channels and finite attention.

So thinking about creating a repeatable show where your audience knows what to expect because that expectation will build a habit.

At the basic level, you could do Challenges, Trivia, or Street Interviews.

At a more advanced level, you create more elaborate series like game shows, reality TV, or even stand-up comedy.

2. Founders' Stories

Brian Blum highlighted this on Sweat Equity: people no longer buy just because they see the brand and products.

They want to know what you saw wrong with existing players in the space that inspired you to create something better.

Here are a couple of angles to execute this:

Tell the story by showing your obsessions

Nick Bare, the founder of Bare Performance Nutrition, created a content strategy showing the day-to-day behind-the-scenes of his training, an obsession his audience shares, and the reason he created his brand.

Show the hustle you took to build your brand

Poor Boy Coffee’s founder shares the relatable story of someone working multiple jobs to fund their dream of starting a business which is a story that resonates with a wide audience.

It also builds a fandom because as he pursues his goal it gets his following to root for him.

Show what's wrong with existing players and why your brand exists to make it better

Underbrush Gum's founder positioned the brand and himself as the enemy of big gum brands.

"I was disgusted when I found out what's in store-bought gum, and I'm not just talking about the aspartame or the artificial flavors."

By using the enemy framework and calling out big gum companies for their harmful ingredients. Underbrush Gum established itself as the hero arming the rebels, giving a solid reason for its existence.

3. Collab Content

People think of athletes, influencers, and customers in the wrong way.

They’re amplifiers for your narrative, mission, vision, and perception. And they help act as a magnet pulling the right audience into your ecosystem.

Examples:

Little Chonk’s IG page features customers using their backpack with their pets.

Tracksmith's core content pillar is showcasing its running community events, customers' stories, and athletes' stories that resonate with its audience.

Olipop hires creators to take over their TikTok and create content as the face of the brand.

4. Identify Cementing Content

These are branded content pieces that people strongly identify with.

The narrative you form shapes how people perceive and connect with your brand. The more people identify with your content, the stronger their connection to your brand.

Consider content that:

• Reflects your brand's values and mission
• Resonates with your audience's beliefs and aspirations

5. BTS Content

Pull back the curtain and show:

• How your products are made
• Who you collaborate with
• What happens behind the scenes

Give your audience a peek into your company's personality, values, and culture.

People want to know that you are who you say you are.