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In: Branding, Content Marketing

Content Strategy from Start to Finish: How to Tell Your Story

by Priscilla Liang - Mar 29, 2016


Creating a content strategy for your brand can feel like throwing spaghetti at the wall and praying something sticks. Not only is this process messy, even when something does work, there’s no way to determine how or why it did. We’d like to help you take the randomness out of the equation. In the coming weeks, our comprehensive content strategy series will teach you how to develop your brand narrative, set up a pristine editorial calendar that actually works, and track how impactful your content is.


Part II: Choosing the Right Types of Content to Tell Your Brand Story

Now that you have a clear idea of what your brand narrative is, you have all the tools you need to begin crafting content. Before you dive into the deep end of the content marketing pool, let’s pinpoint what types of content and posts will be best at conveying your brand narrative. Not only will this process help you better organize your editorial calendars (more on this next week), it’ll make coming up with new content ideas much simpler.
You might be familiar with after-brainstorm dread: when you’re left with a series of random thoughts and potential ideas but don’t know what to do with any of it. That’s why figuring out what types of content you’ll be using to present different aspects of your brand narrative is so important. Ultimately, it will save you time and make it easier to develop content with categorical intention.
The type of content marketing we’re covering today refers to what you post on Social Media (Facebook, Twitter, Pinterest, Youtube, etc), and on your company website and blog. You can create content using almost any medium: photographs, graphics, videos, blog articles, and beyond. Remember, not every type of content post is right for every brand. Try different kinds of posts until you figure out how to make it work for you.

Is Content Even Important?

For all the effort and thought required to create great content, it’s easy to wonder, is it even worth it? The answer is unequivocally, “yes, absolutely!” But why? Good content generates traffic, helps build relationships with your customers, kickstarts your lead generation, increases customer retention, can make your brand the expert source of information in your field, boosts your search rankings and traffic, and more. While it seems like this process is a bit like pulling teeth, if we approach it with a bit of resourceful creativity, it can be a really rewarding challenge.

What Type of Content is Right For Your Brand?

Part of telling your brand story is determining what kinds of posts you can use to tell it. The possibilities are endless but sticking to a set number of content categories can help your customers grasp your brand narrative and form a deeper relationship with your overall brand. Here are a few to get your started:


Showcase knowledge that makes you an expert in your field. Whether this is a quick DIY Pinterest post on natural cleaning products or an in-depth blog post about different printing methods, highlight why potential customers should come to you for information.

Product Showcase

This may seem like a no-brainer but showing visuals of your product or service makes for great content–beauty shots of your line of yoga wear, screenshots of your customers’ favorite feature in your app, or showing your customer service team in action.


Running a legacy brand? Here’s where you can really shine. Gather some old website screenshots, logos, company photos, past advertisements, and previous product models. You can post these on a weekly or biweekly basis to remind users of your long running history.

New Product Launches

Is your company releasing amazing new things? Talk about it. It doesn’t just have to be a photo gallery or a product description, you can share a video of cool ways people are using the product or compare this new product to its predecessor.


This doesn’t necessarily mean funny, it does however mean keeping your customers entertained while staying relevant to your brand, even if you’re not directly selling anything to them. This is a huge part of building a relationship with your customers. Refer to your ideal customer model and recognize what your customer is consuming on a daily basis and consider how can you create content that will relate to that.

Behind the Scenes

You don’t have to be a rock star to capture compelling behind the scenes moments. Whether it’s a time lapses of your storefront coming together or candid photos from a shoot, you’d be surprised at how fascinated people are with what happens behind the curtain.

What Content Resources Do You Already Have?

When it comes to creating content, getting started is the hardest part. Not to fear, we have a sneaking suspicion that if you start digging into the resources you already have, you might have more fodder for content than you think.

Product Images

Have an ecommerce website with product images or a brochure with images that tout your services? We thought so. Go ahead and put all these images into a file and you’ll have product showcase images for days.

Customer Testimonials

Do you have a product review section on your ecommerce site? Have a collection of nice emails that your customers have sent your way? You can easily turn these testimonial quotes into Instagram graphics or blog posts.

Design process

Everyone loves a good origin story, even if it’s for a brand. Did your logo go through a number of iterations before hitting the sweet spot? Show the evolution of it. Did you spruce up your home page? Show the ins and outs of the design improvements.

Company Culture

Did you know: your Thursday happy hours, Monday morning coffee and donuts, or new office pool table can be turned into engaging content? Anything that showcases what your office culture is like will help make your company more relatable and draw people in.
Up Next: We’ll show you how to build an Editorial Calendar that actually works.

Priscilla Liang

Priscilla Liang, a Los Angeles native, is a Content Marketing and Social Media consultant. You'll find she's more than a little obsessed with good eats, barrel-aged whiskey, and helping clients find creative solutions for reaching their goals.

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