Most brands follow exactly the same marketing formula (which is pretentiously called a “strategy”).
So, what should we do differently? Stop asking, “What are we going to publish?” and start asking, “What are we doing that’s worth sharing?”
If the answer is “nothing special,” the problem isn’t about content. It’s about business strategy, product strategy, and company culture.
Generally speaking, this is what is commonly understood as “content strategy”:
- “We have to create content and engage the audience.” (Who can stand this cliché anymore?)
- “Posting ‘humanized’ content (someone please save me from this term, please).”
- “Show off our teamwork so they can see how cool we are.”
- “Educate people about your brand’s world”: if you’re a nutritionist, talk about diets. If you’re a SaaS company, talk about ROI. If you’re a sales expert, teach foolproof techniques and explain how anyone can scale up and sell millions.
Does anyone recognize this script?
It's the same one that practically everyone follows:
Thinking about content in terms of digital media, rather than asking, “What are we doing that’s worth sharing?”
And the data confirms it: according to the 2024 Sprout Social Index, more than 71% of consumers consider brand content “forgettable.” Ogilvy called it a “crisis of differentiation,” a sea of sameness. And with the widespread adoption of AI, the problem has worsened: 65% of marketers use AI to create content, but only 23% say it has improved engagement (CMI, 2025).
Apple, Nike, and Patagonia. What do they have in common?
Apple doesn't have a sales page on Instagram. The entire feed consists of photos and videos created by users with the iPhone. It's living proof that the product delivers on its promises.
Nike spends over $4 billion a year on marketing and almost never talks about its products. It sells the idea that anyone can push their limits.
Patagonia ran a Black Friday ad that read “Don’t Buy This Jacket.” Sales rose by 30%.
In 2022, the founder transferred ownership to an environmental fund. All profits go toward protecting the planet. That’s a brand stance. It’s not just a pretty facade.
None of these brands creates content for social media. They do remarkable things in the real world, and social media is a reflection of that.
When we view the content we publish as our main asset, we become hostage to the algorithm. When the asset is what we do (the product, the experience, the cause), the content becomes a consequence.
A brand with a good product, a clear mission, and a strong positioning doesn’t need to follow anyone else’s script.
Gonçalo Malho Rodriguesworks at the intersection of strategy, technology, and creativity. He is the founder ofJelly Digital Agency, Stronddo, Scallent – Human Talent, and Strivesync.ai, and developed The Change Frameworkto help leaders rally teams around a cause.
