How Founder-Led Brands Can Create Content That Actually Sells

If there’s one thing we know for sure, it’s that content is getting harder to crack. The landscape keeps shifting, platforms are evolving at breakneck speed, and the strategies that worked last year are already looking tired. For founder-led brands, the challenge isn’t just about keeping up. It’s about cutting through.

We gathered a room full of FMCG founders and marketing leads to tackle the question every brand is asking: What’s actually working in content marketing right now? No fluff. No tired playbooks. Just real, honest insights from people who are in the trenches every day. And here’s what we learned.

Founder-Led Content Wins Every Time

People don’t buy from faceless brands anymore. They buy from people. The brands seeing the biggest organic growth right now are the ones where the founder shows up, tells their story and builds real connections with their audience.

Short-form video is still the fastest way to grab attention, but it only works when it feels real, unpolished and human. The perfectly curated, high-production-value ads? They’re being ignored. Instead, its raw behind-the-scenes moments, day-in-the-life content, and founders talking directly to their audience that are cutting through the noise.

The brands that are winning on social are ditching the polished, sales-heavy messaging and replacing it with something that actually resonates. Personal storytelling, founder insights, and content that feels like a conversation rather than a marketing campaign.

More Engagement, Less Broadcasting

One of the biggest mistakes brands make is treating content like a megaphone rather than a conversation. We’ve all seen it, brands posting and then disappearing, expecting the algorithm to do the heavy lifting. But here’s the truth: content that sells is content that connects.

Founders who actually engage (replying to comments, jumping into conversations, and treating social as a two-way street) are the ones seeing results. The best-performing brands aren’t just posting. They’re building a community.

This was a big discussion in the room. How do you create content that doesn’t just look good but actually converts? The answer kept coming back to engagement over reach. It’s not about chasing numbers. It’s about starting conversations that lead to action.

Pick a Lane and Go Deep

Not every platform is worth your time. One of the biggest takeaways from the session was that the smartest founder-led brands aren’t trying to be everywhere. Instead, they’re identifying where their audience actually spends time and going all in.

For some, that means LinkedIn is their powerhouse, driving high-value conversations and direct leads. For others, TikTok and Reels are where real growth is happening. What’s not working? Trying to post everywhere without a clear strategy.

The best move right now? Double down on what’s already working for your brand. If a certain type of content, format, or platform is driving engagement, stop chasing trends and start refining what’s already proving its value.

Community-Led Brands Are the Future

A huge theme from our discussion was the shift away from traditional brand pages and towards community-led growth.

We’re seeing it everywhere. WhatsApp groups, Instagram “Close Friends” lists, private Slack communities, these smaller, high-engagement spaces are proving more valuable than chasing mass reach. Consumers trust recommendations from inside these circles way more than they trust branded content.

This is a wake-up call for brands that are still relying on one-way content strategies. The brands that are leaning into community, encouraging user-generated content, and creating spaces for their audience to actually connect are the ones seeing long-term success.

The Three Rules for Content That Sells

Off the back of the discussions in the room last week, there were three non-negotiables that kept coming up for founder-led brands who want to create content that actually works.

First, clarity. Every piece of content needs a clear message. What’s the problem you solve? How does your product or brand fit into your audience’s life? Confusing content gets ignored.

Second, consistency. Posting once in a while when you feel inspired isn’t a strategy. The brands seeing results are showing up regularly and intentionally, without overcomplicating it.

Third, community. If you’re not starting conversations, engaging in comments, and creating content that invites interaction, you’re missing the point. The best brands aren’t just talking to their audience. They’re building relationships with them.

This event proved one thing, founders who embrace content marketing as more than just a visibility play are the ones seeing real growth. It’s not about chasing every platform or jumping on every trend. It’s about showing up in the right places, telling the right stories, and engaging in a way that feels human.

We’ll be running more of these no-fluff, high-impact sessions, so if you want to be the first to know, sign up for our newsletter!