Content Isn't King. It's The Kingdom.
Part 3 of my GTM playbook
Content is Part 3 of my 6-part GTM Playbook, a process for developing culturally relevant go to market strategies. I’ll give everyone a teaser but the best parts are behind the paywall. Consider becoming a paid subscriber so you don’t miss the good stuff.
Let’s get into it.
When it comes to brand building, content isn’t king. It’s the entire kingdom.
Content is the connective tissue of culture. It is the means by which we understand the world and who we are within it.
All content is storytelling. But the modern definition has expanded beyond the written word to include all forms of written, audio, video, and visual language that communicate your brand's values, ethos, and identity. When articulated well, your brand’s content is ownable and distinct, even if others mimic it. And when articulated well, others will.
Content’s aim is to construct a brand universe—a dynamic and interconnected ecosystem where your story lives and evolves, creating an emotional gravity that draws people in.
It’s the origin story. The history and legacy passed down.
It’s education and inspiration, shared through webinars, interviews, tutorials and product spotlights.
It’s infotainment, from TikTok hot takes to spicy 30-second expert analyses.
It’s the image that gets pinned, the video that gets stitched, the story that gets reshared.
Content is both the campaign that airs and the raw BTS footage that leaks. It’s the rave review and the scathing critique.
It is the prayer, the mantra, the meditation, and the reflection. It’s the words of wisdom that offer solace or spark action. It’s the meme that goes viral.
Content drives commerce. It’s the exclusive feature, the @ mention, the affiliate tag, the seasonal gift guide. It’s TikTok shop and sponcon. It’s the email blast, the DM, and the conversation between brand and consumer in the private chat.
Content is commerce. It’s Substack, ebooks, podcasts, ticketed masterclasses.
Content engages community through memberships, merch, and private access.
Content builds loyalty through personalization and exclusive programs.
Content is what brands pay influencers and creators to make and PR teams to amplify.
Every brand is in the business of creating content. Few are in the business of creating content with soul.