A New Way to Think About Content Creation

Quick Recap Overview

• If traditional content pillars feel too rigid, it’s time to shift to content outcomes—a more strategic way to create content that connects, converts, and builds your brand. By balancing five key outcomes—growing your audience, building emotional connections, addressing pain points, establishing authority, and driving sales—you’ll craft a content strategy that feels intentional and impactful. This approach ensures your audience understands your value, trusts your expertise, and is eager to engage when you present an offer, leading to higher conversions and deeper brand loyalty.

Introducing Content Outcomes

The five essential content outcomes to include in your branded content strategy:

This fresh approach to content creation might just rekindle your love for marketing—without sacrificing your brand reputation.

Traditionally, content pillars have been used to define key topics that keep marketing efforts on-brand and focused. While brand consistency is essential, content pillars alone are no longer dynamic enough to keep up with evolving content formats and platforms.

Rather than rigid pillars, shifting to content outcomes ensures each piece of content serves a strategic purpose—helping you create real connections and drive real results. Since not all content is designed to achieve the same goal, balancing different outcomes is crucial for conveying your full brand message and ultimately increasing sales.

Here are five essential content outcomes to include in your branded content strategy:

1. Content That Grows Your Audience

Examples: Trend-driven videos, shareable carousels, inspirational quotes, and engaging content designed to expand your reach and attract new faces.

2. Content That Builds Familiarity & Emotional Connection

Examples: Behind-the-scenes glimpses, your brand story, testimonials, case studies, sensory-driven imagery, founder interactions, and values-based messaging that fosters genuine relationships with your audience.

3. Content That Addresses Client Desires & Pain Points

Examples: Addressing concerns like toxic ingredients, sustainability, health challenges, and other relatable content that speaks directly to your audience’s needs and struggles.

4. Content That Builds Trust & Establishes Authority

Examples: Educational posts, expert insights, unique approaches, and messaging that positions you as the best choice in your field. Clearly communicate why your product or service stands out.

5. Content That Drives Action & Sales

Examples: Clear calls to action (book, inquire, buy), product/service breakdowns, process explanations, and incentives like freebies, sample packs, and discovery calls. Your audience needs a direct invitation to take the next step!

This final category often comes naturally for product-based brands but can feel more challenging for personal brands. However, when you balance all five content outcomes, you create a well-rounded strategy rooted in brand fundamentals. By the time you make an offer, your audience already understands your value, trusts your expertise, and is eager to engage—leading to higher conversions and deeper brand loyalty.

Need More Clarity?

If defining these content outcomes feels overwhelming, it may be time to revisit:

• Your Brand’s Core Foundations (goals, vision, mission, offers)

• Your Unique Positioning & Differentiators (ideal customer, competitive edge, unique approach)

• Your Signature Customer Experience (brand aesthetics, customer journey, content strategy)

By nailing these foundational elements, you’ll create content that feels intentional, compelling, and aligned with your brand’s big-picture success.

This new way of thinking about your content creation may just be the key to unlocking your love for marketing again, all without sacrificing your brand reputation.

Ready to create a custom brand strategy for your brand?