Most brands are posting content. Very few have a content ecosystem.
Daniel Francavilla breaks it down into three layers. And honestly, most businesses are only doing one of them.
Layer 1 is founder-led content. Your ideas, your point of view, your take on the industry. This is what makes people stop scrolling. Nobody follows a logo. They follow a person.
Layer 2 is company content. What you do, how you do it, and proof that it works. Services, case studies, results. This is where trust becomes tangible.
Layer 3 is community content. Testimonials, team contributions, UGC. Other people vouching for you. This is the layer most brands completely ignore, and it's the most credible content you can put out.
The magic happens when all three are working together. One layer builds attention. Another builds credibility. The third builds belief.
Pull one out and the whole thing wobbles.
P.S. Which layer is your brand missing right now?
source https://www.youtube.com/shorts/06_GQ4BIbO0
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