Midday Squares organic content strategy

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So, what does the modern-day Hershey's look like? That's what Mid-Day Squares asked themselves before developing their content strategy. The result? Treating their social channels like a reality TV show while documenting every step along the way while they build a $100M chocolate brand. And two weeks ago, their Co-Founder Nick Saltarelli joined our Cut30 bootcamp and shared their entire content strategy with us.

And as always, thank you to our partners Superside and North Star Inbound.

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Most brands struggle to make organic content.

And let's be real, just talking about your products over and over is not interesting.

Which is why we’re always on the lookout for brands doing it right.

Enter Mid-Day Squares.

The chocolate company that's taking on industry giants like Hershey's, Nestle, and Mars.

They've built a die-hard fan base, and it all started with their unique approach to content creation.

Building Fans, Not Just Followers

Mid-Day Squares' content strategy centers around one key goal: building fans, not just accumulating followers.

They have an internal KPI that guides all their content decisions: "Will this content create a fan?"

They recognize that chasing views or trying to game the algorithm is a losing battle.

The algorithm will drive you to conform to the average, resulting in content that's indistinguishable from everything else out there.

That kind of content might get some attention in the short term, but it won't build a lasting fandom.

Instead, Mid-Day Squares strives to be the outlier.

They share a one-of-a-kind journey.

They're not just selling chocolate; they're inviting people to be part of their story.

Let’s look at the formula behind their content strategy.

Content Strategy: A Mix of Bold Vision, Unfiltered Reality, and Relatable Journeys

Mid-Day Squares looked at the legacy players and asked, "What would a modern-day Hershey's look like, and what content would they create to build a devoted following?"

The answer was a blend of three key elements:

• Elon Musk's Bold Vision: Like Elon Musk, the Mid-Day Squares founders are bold and unafraid to speak their minds. They put their audacious goals out there and share their unfiltered thoughts and opinions, making it crystal clear what they stand for. This boldness captures attention and draws people in.

• The Kardashians' Unfiltered Reality: The Kardashians are famous for their transparent, unfiltered reality TV. Mid-Day Squares brings this approach to their content, sharing the raw, behind-the-scenes stories of the brand and their daily life - not just the polished highlights. This authenticity creates a deep connection with their audience.

• Shark Tank's Relatable Journeys: People love Shark Tank because the founders' stories are relatable and inspire them to root for the underdog. Mid-Day Squares taps into this by sharing their own entrepreneurial journey, complete with all the struggles and triumphs. This gets people excited about the brand's trajectory and makes them feel invested in the outcome.

They also understand that content needs to make you feel something.

It could be happiness, discomfort, or motivation.

Emotion is what makes people take notice, and what keeps them coming back for more.

Whether it's the excitement of a new product launch, the frustration of a production setback, or the satisfaction of overcoming a challenge, Mid-Day Squares invites its audience to feel these

Every Day is a Content Opportunity - But You Need to Do Cool Sh*t

Mid-Day Squares understands that every day presents a new opportunity to create compelling content - but only if you're doing something worth talking about.

They don't just sit around waiting for interesting things to happen. Instead, they actively put themselves in situations that create content opportunities.

• Doing R&D and creating ambitious new flavors

• Making a diss track and music video to clap back at Hershey's

• Handwriting letters to customers

• Shooting for the stars and trying to get a new chocolate machine

• Setting ambitious goals like selling 16,000 bars in 72 hours

Each of these is not just a content opportunity in itself, but also a new chapter in the ongoing Mid-Day Squares story. By consistently pushing themselves to do cool, new things, they ensure that they always have something to share with their audience.

How Mid-Day Squares Turns What's Happening into Great Video Content

They don't just share events; they shape them into compelling narratives that keep their audience hooked.

They mostly frame their stories as hero's journeys:

• What challenge is the brand facing?

• What obstacles do they need to overcome?

• How does their story arc from struggle to triumph?

For example:

• Mid-Day Squares' inventory storage unit had an engine failure, and the chocolate was about to melt.

• That could mean losing $300k.

• They had to find a way to preserve the inventory.

• The founders went to the unit and moved the inventory to the warehouse by hand.

So if you’re trying to elevate your organic content strategy, take these core lessons from MDS:

1. Create content to win over real fans.

2. Strive to be the outlier.

3. Don’t be afraid to share a bold vision.

4. Show the behind-the-scenes.

5. Don’t be afraid to share the uncomfortable realities of building a business.

6. Treat everyday as a storytelling opportunity.

7. Make yourselves the hero of that story.

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