The Power of Alternative Content Pieces as a Driver for Brand Awareness

Let’s face it: the days of brands just sticking to boring ol’ blogs and social posts are over. Welcome to the world of alternative content—the not-so-secret weapon your brand needs to stand out from the crowd. We’re talking partner blogs, podcasts, company spotlights, and thought leader series like our CEO’s Maven Mindset Newsletter. Here’s why these powerful pieces are the true MVPs of brand awareness—and how you can start using them to amplify your brand.

Partner Blogs

Collaborating with another brand or influencer isn’t just trendy—it’s smart. When you share the stage, you reach an entirely new audience and boost your credibility. Think of it as networking, but without the awkward handshakes and overused “So, what do you do?” questions. A well-crafted partner blog introduces your brand to a new audience in a way that feels authentic and trustworthy, while also providing value to the reader.

For example, partnering with an industry expert to co-author a blog on a trending topic not only showcases your brand’s expertise but also doubles the promotional power when both parties share it with their networks.

Tip:

Start by identifying brands or influencers whose values align with yours and who have an audience you’d like to reach. Reach out with a clear pitch about how collaboration can benefit both parties and brainstorm topics that bring value to both audiences.

Podcasts

Did you know 100% of podcast listeners love a good story? (Okay, we made that up, but you get the point.) Podcasts have exploded as the go-to medium for deeper dives into topics that matter. Whether you’re sharing industry insights, hosting lively conversations, or interviewing thought leaders, audio content engages your audience in a way few other platforms can.

For businesses, podcasts are a chance to build trust and foster connection. Even better? You don’t need to be an audio whiz to get started. All you need is a microphone, a compelling story, and a passion to share it.

At HAVEN, our CEO and Founder Jeni Bukolt has taken the plunge into the podcasting world with her show, GSD with Jeni. The episodes cover everything from overcoming obstacles to mastering accountability, offering inspiration for go-getters everywhere.

Podcasts like this provide a platform to dive deeper into the values and stories that make your brand unique.

Tip:

Think about the stories your brand can tell or the expertise you can share. Not ready to start your own podcast? Consider being a guest on an established show in your industry to get your feet wet.

Thought Leadership

Thought leadership content highlights the humans behind the brand—showcasing not just what you do, but why you do it. It’s about sharing knowledge, providing insights, and positioning yourself as a go-to authority in your industry.

Take HAVEN’s Maven Mindset Newsletter as an example. This series by CEO Jeni delivers big ideas and practical advice, all with a sprinkle of humor and a dash of authenticity. These kinds of thought leadership initiatives not only build trust but also establish your brand as a voice worth listening to.

Tip:

Start with what you know. Share insights or experiences from your team that tie into your industry. Platforms like LinkedIn are great for publishing short-form thought leadership posts, while newsletters can dive deeper into key themes.

Company Spotlights

Sometimes the best way to connect with your audience is to showcase the people and culture behind the scenes. Company spotlights can include interviews with team members, highlights of company milestones, or behind-the-scenes looks at your processes. This type of content humanizes your brand, helping your audience see the faces and stories that make your company unique.

Tip:

Start small by featuring team members on your social media channels or sharing short stories about your brand’s milestones. Video content works exceptionally well for this format, creating an authentic and engaging experience for your audience.

What’s the common thread in all these alternative content strategies? Personality and connection. When your audience feels like they’re part of the conversation, they’re not just reading—they’re engaging, sharing, and spreading the word.

So, next time you’re brainstorming content, think beyond the basics. Partner blogs, podcasts, thought leadership and company spotlights are your backstage pass to bigger, bolder brand awareness.

Not sure where to start? If you don’t know how to include alternative content pieces into your marketing plan, contact a Maven today!