“Make relationships, not things.”

You can’t “thing” your way to people trusting you

Brands think of content as another product to create, but content isn’t a thing. Content is a relationship.

Relationships are based on trust

All relationships are based on trust.

There is no trust without honesty

Trust, of course, requires honesty.

And so this is why a publication’s most valuable asset is their relationship with their readers

A publication isn’t content. A publication is the exploration of an idea.

Make relationships, not things

The decision to create a relationship instead of a thing has real consequences for what you make, who you ask to make it, and how it gets done.

Everything works this way

Relationships are based on trust. Trust takes time and honesty. You can’t just create a pile of content and be done with it. You can’t “thing” your way to people trusting you.

  1. You don’t get it. You are not the point.”
    The surprising reason why your brand sucks at storytelling, and what to do about it.
  2. Try helping people be themselves.”
    How to create inspiring stories for your brand’s adjacent possible.
  3. Write for your audience’s audience.”
    Creating things that help themselves get shared.
  4. There are only two ways to tell a story.”
    A Venn Diagram for brands.
  5. How little do I need to care about you to make you care about me?”
    Renting attention will only get you so far. Here’s how to start to owning it.
  6. Make relationships, not things.”
    You can’t “thing” your way to people caring about you.
  7. What You Need, Dear Brand, Is a Point of View
    How to make better content decisions and start delighting people already

Content Ops and Strategy for brands and agencies // itsmestevebryant.com // now with more newsletter: stevebryant.substack.com