Content marketing is a powerful way to attract new clients and help people form opinions about your organisation. But every message, post, or visual you share online should reinforce what your organisation stands for. That is why building clear content themes is essential.
The good news is your existing and potential clients are already giving you clues about which topics resonate with them. By paying attention to the subjects they share or engage with, you can find themes that naturally align with your values.
Define Your Themes Using Your Values
Imagine Esther, who runs Cardio Cooking, a fitness studio where clients cook and exercise simultaneously. Her brand values are: “We believe busy young professionals need a fun way to eat well and stay active.”
Strong content themes act as guides that connect your organisation’s beliefs to your clients’ interests. Stick to 3 to 5 themes. These act as guardrails: most of your content should live inside them. Make sure your themes are distinct enough to avoid overlap, but specific enough to demonstrate your unique perspective and keep content interesting.
Learn From Leading Brands
Example 1: Sweetgreen
Sweetgreen is a farm-to-table restaurant with values focused on sustainability and creating experiences where passion and purpose meet. Their clients enjoy music, healthy eating, and staying active. Sweetgreen matched these interests with purposeful themes:
- Pairing Music & Food – They post fun photos with music and veggie puns, share educational posts about music benefits, and host events like the Sweetlife Music Festival.
- Farm-to-Table – They share stories of their farmers and infographics about sustainable farming practices.
- Community Fitness – They create initiatives like the Sweetgreen passport to promote local fitness opportunities and share tips about exercise and nutrition online.
A simple, already-popular hashtag can help amplify your content. Sweetgreen uses #farmtotable. Using a hashtag your audience already follows is much more effective than trying to invent a brand-new one.
Example 2: Trunk Club
Trunk Club provides men with curated clothing boxes delivered to their homes. Their values focus on personalised service and quality wardrobe selections. Their clients are interested in productivity, travel, and work-life balance.
They created these content themes:
- Expert Guidance – Tips on wardrobe basics, maintaining shoes, and mastering challenging areas of men’s fashion.
- Travel & Versatility – Advice on outerwear, travel-ready clothing, and adapting style for any climate.
- Members & Their Stories – Blogging about members’ passions and showing how they live authentically through curated style.
How to Build Your Own Content Themes
- Identify Your Values – Clearly define what your organisation believes in. These will act as the foundation for your themes.
- Observe Client Interests – Look at social media posts, comments, and engagement. Note recurring topics and patterns.
- Select 3 to 5 Themes – Keep them focused but distinct enough to cover different aspects of your brand story.
- Align Each Theme with Content Ideas – Think of posts, visuals, blog topics, or campaigns that fit each theme.
- Use Popular Hashtags – Amplify reach by using hashtags your audience already follows.
By following these steps, your content consistently reflects your organisation’s values while resonating with your audience. Lordkay media helps businesses across the United States craft content strategies that are both meaningful and highly engaging.
Do This Now
Before creating content like Sweetgreen or Trunk Club, clearly define what your organisation stands for. Then you can build themes that connect those values with your clients’ interests, making your posts consistent, purposeful, and engaging.
