Podcast Summary: "If I Started Creating Content As a Brand In 2025, I'd Do This"

Sweat Equity by Marketing Examined
Hosts: Alex Garcia & Brian Blum
Release Date: November 19, 2024

1. Introduction to Episode 54

The episode kicks off with hosts Alex Garcia and Brian Blum engaging in light-hearted banter about sports figures, setting a casual and relatable tone for the discussion ahead.

2. Introducing "Hit the Goal with Me" Content

Alex (00:24):
“But what I got for episode 54 is this idea of hit the goal with me content...”

Alex introduces the core concept of the episode: "Hit the Goal with Me" content. This strategy involves setting a public goal, raising the stakes with a negative outcome if the goal isn't met, and turning the journey into a series that engages the audience.

3. The Mechanics of "Hit the Goal with Me"

Alex (02:00):
“The first one is creating a goal that you publicly announce...”

The process is broken down into five key components:

1. Set a Public Goal: Clearly define what you aim to achieve.
2. Raise the Stakes: Introduce a consequence if the goal isn't met.
3. Invite Support: Encourage the audience to support the mission.
4. Set an End Date: Establish a timeline to create urgency.
5. Create a Content Series: Document the journey through regular updates.

4. Case Study: Smashed Brand’s Success

Alex (04:06):
“So it's different than building in public. It's different than just sharing a goal and like sharing updates...”

The hosts discuss Smashed, a brand that successfully implemented "Hit the Goal with Me" content. Nicole, an intern, proposed a daily Instagram series where she smashed a can of Smashed’s product to reach 500,000 followers within 60 days, with the threat of losing her job if she failed. This approach led to rapid growth:

• Follower Growth: Reached 500,000 followers in under 45 days.
• Sales Impact: Sold out multiple SKUs and saw a dramatic increase in sales.
• Community Engagement: Initiated viral challenges, attracting further attention and participation.

Brian (08:19):
“They hit 500,000 followers in less than 45 days...”

5. Expanding the Strategy: Four Ocean and Fetty

Alex (08:19):
“There’s a brand that we work with called Four Ocean...”

The discussion shifts to Four Ocean, a mission-driven company dedicated to removing ocean trash. They launched a challenge to clean the ocean until Ryan Reynolds participated, leveraging their celebrity endorsements to galvanize support and engagement.

Brian (15:54):
“...Fetty took that same concept, which was purely organic, from a creator, and now they're using it as their series for their business, and it's working like crazy.”

Fetty, an Uber-like service for sprinter vans, adopted localized Instagram campaigns by creating city-specific accounts. They engaged audiences through street interviews about game day outfits, resulting in substantial follower growth.

6. Differentiation in a Crowded Market

Brian (24:30):
“So, you just have to have the right distribution, and then you almost are guaranteed to not fail.”

The hosts delve into strategies for brands to stand out amidst fierce competition. Differentiation is highlighted as crucial, with emphasis on:

• Cause-Driven Differentiation: Aligning with a mission or cause that resonates deeply with the target audience.
• Community Initiatives: Building and nurturing a loyal community that advocates for the brand.

7. Cause-Driven Differentiation

Brian (25:55):
“...it's very cool that it's mission-driven. But it didn't resonate with me.”

The conversation highlights how brands like She’s Birdie, a women-owned keychain alarm company, successfully leverage their mission to support causes (e.g., domestic abuse victims) to create meaningful connections with customers.

Alex (29:56):
“So, what do you got on differentiation using? What are you thinking?”

8. Community Building and Engagement

Brian (26:35):
“We are trying to position ourselves more upmarket. I want to charge luxury prices...”

Building a strong community is discussed as a cornerstone for brand loyalty. Brands are encouraged to host meetups, engage in community-driven challenges, and create content that fosters interaction among followers.

9. Additional Examples: Born Primitive

Alex (32:16):
“I didn't see like what they're doing for Black Friday...”

Born Primitive, an athlete-driven fitness apparel brand, exemplifies effective differentiation through its strong values and mission. Their Black Friday campaign pledged profits to pay off medical debts for veterans, aligning deeply with their identity and resonating with their target audience.

Brian (34:27):
“...when brands can speak for people that don't feel like their voice is being heard, then that builds those super fans 100%.”

10. Marketing Insights and Conclusions

Alex (35:00):
“What you've talked about is the cause-driven differentiation and how the story behind the brand can justify higher margins through craftsmanship and quality.”

The hosts summarize the key takeaways:

• Set Clear, Public Goals: Engage audiences by sharing your objectives transparently.
• Raise the Stakes: Create compelling reasons for audiences to invest emotionally in your journey.
• Leverage Cause and Community: Differentiation through mission-driven initiatives and active community building can set a brand apart.
• Consistent, Engaging Content: Regular updates and creative content series maintain momentum and interest.

Brian (36:16):
“We got some fun, fun stuff for the community. The pipeline.”

The episode wraps up with hints at upcoming initiatives and encourages listeners to engage further with the podcast’s content.

Notable Quotes:

• Alex (02:00):
  “The law of shitty click throughs... Hit the Goal with Me content is different than building in public.”

• Brian (24:30):
  “You just have to have the right distribution, and then you almost are guaranteed to not fail.”

• Brian (25:55):
  “It's some of their most successful angles is it's a women owned business. It's meant to help. It's women helping other women.”

• Brian (34:27):
  “When brands can speak for people that don't feel like their voice is being heard, then that builds those super fans 100%.”

Key Takeaways:

1. "Hit the Goal with Me" Content: A strategic approach to setting public goals, raising stakes, and engaging audiences through a consistent content series.
2. Importance of Differentiation: Essential for brands to stand out, especially in saturated markets. This can be achieved through unique missions, quality craftsmanship, and strong storytelling.
3. Community and Cause-Driven Strategies: Building a loyal community around a shared cause or mission fosters deep connections and brand loyalty.
4. Case Studies: Examples like Smashed, Four Ocean, Fetty, and Born Primitive demonstrate the effectiveness of these strategies in real-world applications.
5. Content Consistency and Creativity: Regular, engaging content tailored to the audience’s preferences is vital for maintaining interest and driving growth.

This episode provides actionable insights for brands aiming to enhance their marketing strategies through creative content and meaningful differentiation.