In this #ContentChat recap, host Erika Heald is joined by Alexandre Gravel, co-founder of Toast Studio, to discuss how content marketers can build a truly useful brand that stands out in a crowded market. They share insights on creating differentiated content that genuinely serves the audience, avoiding common content mistakes, and how to measure content impact.
Watch the full conversation on YouTube or read through the highlights below. Note that the following recap was written by a custom GPT Erika Heald created for the purpose of writing #ContentChat recaps like these.
What Makes a Brand Truly Useful?
Alexandre defines a useful brand as one that provides consistent value to its audience by understanding their needs and addressing their pain points. He emphasizes that usefulness is not about pushing products but creating content that resonates with the audience’s daily challenges.
“Differentiation isn’t just about being different—it’s about being valuable and relevant to your audience.” — Alexandre Gravel
Examples of Brands Successfully Differentiating through Content
Alexandre highlights Salesforce and Red Bull as prime examples of brands that use content to build strong connections with their audience. Salesforce elevates customer stories and thought leadership, while Red Bull’s content ecosystem offers entertainment that aligns with its brand values.
“Salesforce doesn’t just talk about its products—it amplifies customer voices and makes them the heroes of their own stories.” — Erika Heald
“When a brand like Red Bull creates content, it’s not just about selling energy drinks—it’s about celebrating the lifestyle their customers aspire to.” — Alexandre Gravel
Common Mistakes When Trying to Differentiate
Both Erika and Alexandre caution against creating content just for the sake of it or relying too heavily on gimmicks, like irrelevant social media holidays. Instead, they recommend focusing on content that aligns with the brand’s core mission.
- “Don’t just produce content because it’s expected—create it because it adds value.” — Erika Heald
- “Trying to be clever for the sake of cleverness is a common trap—focus on being genuinely helpful instead.” — Alexandre Gravel
Leveraging AI for Content Differentiation
“Use AI to identify content gaps and find inspiration, but don’t let it dictate your brand’s voice.” — Alexandre Gravel
While AI can help with content efficiency, both experts agree that it should not replace human creativity. AI is best used as a tool to analyze data and spot gaps, but the heart of content creation still needs a human touch.
“AI should be treated as a content personal trainer, not the content creator.” — Erika Heald
Measuring Content Usefulness and Impact
Success metrics go beyond traditional KPIs like page views. Instead, look for indicators like brand mentions, content shares, and long-term engagement metrics. Creating truly differentiated content should resonate with the audience and build lasting connections.
“A useful brand is one that people naturally talk about and share with their network.” — Alexandre Gravel
Final Thoughts: Building a Courageous Content Strategy
Building a useful brand requires courage—especially the courage to publish content that may help even your competitors. Demonstrating thought leadership and industry expertise is a way to build trust and long-term brand loyalty.
“Have the courage to publish something that could even help your competitors—that’s how you know you’re building industry-leading content.”
— Alexandre Gravel
