Mastering your DTC content strategy: Insights from Shaded The Studio

In the ever-evolving world of direct-to-consumer (DTC) brands, crafting a content strategy that not only resonates but converts is no easy feat. To provide a deeper look into what it takes to build DTC content marketing strategy that converts, we invited Shivali Bennion and Cassi Idun, the dynamic duo behind Shaded The Studio, onto the latest episode of our Click To Buy podcast.

In this blog, we'll cover the top insights from our discussion together, and highlight some of the best advice shared by our guests.

Who are Shivali Bennion and Cassi Idun?

Shivali Bennion and Cassi Idun are the co-founders of Shaded The Studio, a marketing agency that helps DTC brands turn content creation into a profit center. Shivali brings over eight years of experience in digital and DTC marketing, while Cassi offers over a decade of expertise in creative and brand marketing. Together, they have worked with a variety of brands, scaling revenues and crafting strategies that stand out in the crowded market.

Building a high-converting DTC content strategy

To get the full episode, listen in via Spotify or watch the video version on YouTube:

1. The importance of creative in driving ad effectiveness

“52% of ad effectiveness on Meta is driven by the creative side, and that’s just the beginning, “ Shivali shares. “Many brands overlook the impact of their content strategy, but in reality, creative is the backbone of any successful campaign. It’s not just about having a technically sound setup; without strong creative, you’re leaving half of your potential results on the table.”

This staggering statistic underscores the often-overlooked value of a robust content strategy. Shaded The Studio emphasizes the necessity of integrating creative elements across all channels—paid media, email, website, and organic social.

Crafting multi-channel creative strategies

To maximize ad effectiveness, brands need to approach content creation with a performance-driven mindset. This involves not only creating high-quality assets but also ensuring that these assets are optimized for each platform. For example, Shaded The Studio advises brands to tailor their creative strategies to different audience segments, ensuring that the content resonates with each target group.

2. Overcoming budget constraints

One of the biggest challenges DTC brands face is allocating budget effectively.

"Creative is always the thing that gets questioned the most when it comes to budgeting,” says Shivali. “Brands often hesitate to invest in content creation because it’s seen as less tangible. But the truth is, even with a smaller budget, if you allocate funds wisely and focus on the right strategies, your content can be incredibly impactful and drive significant returns.”

Strategic budget allocation for creative

Shaded The Studio advocates for an "organic-first" strategy, especially for brands with tighter budgets. This approach focuses on building an engaged community through organic content before investing heavily in paid ads. By starting with organic efforts, brands can test what resonates with their audience, then amplify successful strategies with paid media.

3. The power of messaging and strategy

Cassi emphasizes the importance of defining the messaging strategy before diving into content creation.

“Before you even think about content creation, take a step back and ask yourself, ‘Who are the founders? What is the story? Why does the brand exist?’” explains Cassi, “These foundational questions are critical because they shape your entire content strategy. Without clear answers, your messaging will lack direction, and your content won’t resonate with your audience."

Developing a messaging strategy

Shaded The Studio advises brands to invest time in understanding their audience and crafting a messaging strategy that speaks directly to them. This involves not only defining the brand’s unique selling points but also ensuring that the messaging is consistent across all channels. For instance, if a brand targets both male and female audiences, the content should reflect and resonate with each group, leveraging different voices or visuals as needed.

4. Avoiding common pitfalls in content strategy

A common mistake brands make is focusing too much on the product and not enough on the story behind it.

“Customers care more about the story than just the product details,” says Cassi. “I’ve seen so many brands that are so focused on their products that they forget to tell the story behind them. But it’s the story that hooks people in, makes them feel connected to the brand, and ultimately drives conversions. It’s not just about the features; it’s about the people and the journey behind the brand."

Instead of just focusing on product content, brands should also showcase the human side of their business, from the founders' journey to the everyday activities of the team.

Humanizing your brand

Shaded The Studio’s approach involves highlighting the stories that make a brand unique. For example, featuring behind-the-scenes content, founder interviews, or team spotlights can help build a stronger connection with the audience. This strategy not only humanizes the brand but also fosters deeper customer loyalty.

5. Customizing strategies for different brands

Shivali and Cassi believe in tailoring strategies to fit each brand's unique needs.

“Even if you're comparing one brand to another, the way they react on each channel is nuanced and unique. No two brands are the same, and that’s why it’s essential to develop a customized strategy for each one,” explains Shivali. “What works for one brand might not work for another, and understanding those nuances is key to achieving success in a crowded market."

This belief drives Shaded The Studio’s bespoke approach to content strategy.

Conducting audits and tailoring strategies

To ensure the success of a content strategy, Shaded The Studio conducts thorough audits of each brand's DTC channels, looking at both technical and creative aspects. This allows them to provide personalized recommendations that align with the brand’s goals and audience.

Shivali and Cassi's Click-Worthy Tips

To round out our discussion, Shivali and Cassi shared their top advice for DTC brands looking to revamp their content strategy: 

1. Audit your DTC channels: Regularly assess your channels to identify what's working (green) and what's not (red/amber).

2. Start with messaging: Define your brand’s story before jumping into content creation.

3. Focus on community building: Prioritize organic content to build a loyal community before investing in paid ads.

4. Humanize your brand: Share the stories behind your brand to connect more deeply with your audience.

5. Tailor your strategy: Customize your content strategy based on your brand’s unique needs and audience.

Final thoughts

Building a high-converting DTC content strategy requires more than just great products—it demands a thoughtful, creative, and strategic approach. With insights from Shaded The Studio’s Shivali Bennion and Cassi Idun, brands can start to transform their content from a cost line into a profit center. Whether you're just starting out or looking to refine your existing strategy, the advice offers a roadmap to success.