Content Cards in Action:
Card: Solve a Problem
Example Context: Jerky company targeting outdoor sports athletes.
Category Card: Workout Tips
Visual: Someone holding jerky in work out gear outside.
Caption: On the go and still trying to build muscle? Squeezing in your workout is just part of the solution. You’ve got to keep your body fueled, and our all natural beef or turkey jerky can give your travel days the protein bump you need!
Card: Highlight a Feature
Example Context: Pancake Mix Company made from allergen friendly ingredients.
Category Card: Breakfast Recipes
Visual: Photo of strawberry pancakes with a dollop of yogurt with the pancake mix package in the background.
Caption: 15 grams of protein and 4 grams of fiber per serving, just from our pancakes! But if you’re looking to bump the fiber and protein a little more, try our strawberry pancakes with a dollop of vanilla greek yogurt (or vegan alternative) for a complete breakfast our kids love. Head over to our website for the recipe.
Card: Entertain and Enjoy
Example Context: Lip Gloss Brand focused on unique colors with elevated flavors for women looking to live boldly.
Category Card: Personal Style
Visual: Extreme close up of someone putting on lipstick
Caption: Paging Ms. McClarkson! “The boys really like it, the girls don't speak. Rollin' they eyes, they lip gloss cheap. It ain't my fault, but I could upgrade ya. Show you how to use nice things with nice flavas.” - Lil’ Mama about our product, probably.
Card: Feature a Friend
Example Context: Pasta Sauce looking to elevate weeknight dinners
Category Card: Little Luxuries
Visual: Bowl of pasta with sauce in background
Caption: If you’re ready to create a cafe worthy dinner any night of the week, pair our Fiery Arrabiata sauce with [insert gourmet pasta brand] and Parmesan toasted bread crumbs - we love the recipe from [upscale food blog]! (Psst tag us when you make it!)
Card: Share a Story
Example Golf accessory brand for high-energy women who like bright colors
Category Card: Golf Course Etiquette
Visual: Woman picking up ball marker
Caption: Who says golf has to feel stuffy? We started Fun Girls Golf to break the stereotype that golf is pretentious and serious. What started as planning themes for our Saturday afternoon rounds of golf turned into a line of accessories that make golf more fun for everyone, especially when your game has gone to sh*t!
Card: Source a Solution
Example Context: Ceramics company making modern platters and servingware.
Category Card: Family style meals
Visual: oval platter empty on a table set for a weeknight dinner.
Caption: We’re launching new oval platters soon, and need your help! What should we serve on them first? Drop your family’s favorite recipe to serve with guests below for a chance to have the recipe featured on our blog (with credit of course). One lucky submission will also receive a platter!
Card: Document a Process
Example Context: Fermented pepper hot sauce targeted toward barbeque fans
Category Card: Grilling
Visual: Fermenting peppers in the production area.
Caption: Check out how we make the fermented peppers for our hot sauce! Fermentation creates the tangy flavors that make our sauce the perfect pairing for steaks and pork chops fresh off the grill! Want to learn more about our process? Check out or website!
Card: Get a Little Personal
Example Context: Collapsable and compact plateware
Category Card: Camping Tips
Visual: Founder holding plateware in front of an outdoor retailer!
Caption: Excited to share that our brand is now available at [outdoor retailer]! What you don’t see here is all of the work we’ve put in to get here - pitching our company, shoring up our logistics to make sure stock is running smoothly, and everything we’ve done to build our business up to this point! We couldn’t have done it without you all, and we’re so thankful - not just for the support, but for believing in the brand!
Card: Round up Resources
Example Context: Artist (selling home decor) with a coastal style
Visual: Collection of home decor products
Caption: While coastal decor is always a classic, we’re seeing a trend toward a pop of coastal-inspired decor paired with a more modern feel. On studio notes, we’re sharing the Nancy Meyers inspired living room of our dreams. Featuring some of our favorites from [tag other companies here]!
Card: Answer a Question
Example Context: Diaper Bag
Category Card: Every day Adventure
Visual: Diaper bag surrounded by stuff
Caption: Exactly how much can you fit in our diaper bag? The short answer - everything you need for a day of adventure. The long answer - roughly, two 8 oz bottles (and an ice pack), 10 diapers, 1 large pack of wipes, the included changing mat, a tube of diaper cream, sunscreen, 2 apple sauce pouches, a snack cup, 2 travel toys, 1 change of clothes, a bucket hat, and 1 pair of toddler sunglasses (that your child will take off immediately). Oh, and a water bottle on either side pouch!
Card: Talk About a Benefit
Example Context: A canned iced coffee targeting corporate 20-somethings.
Category Card: Productivity
Visual: hand holding a can of iced coffee up in bed
Caption: Seize the whole day. Crack a can of our cold brew for a coffee shop experience for your 5-9 before your 9-5 from the comfort of your couch, or bed - we don’t judge. Grab a bundle on our website today, or use our retail finder to grab some at a store near you!
Card: Share a Promotion
Example Context: A planner company targeting moms, during back-to-school season.
Category Card: Organization
Visual: flatlay photo featuring a planner sticking out of a backpack surrounded by adult versions of other school supplies
Caption: You checked everything off the kids’ back to school lists, but have you gotten yourself organized for the new year? Our academic year planner bundle is available for a limited time! Head over to our site now to finish out your back to school prep!
Card: Brag About a Best Seller
Example Context: Salt cellar company targeting affluent home chefs
Category Card: Kitchen aesthetics
Visual: Someone pinching salt out of the salt cellar and sprinkling over a pot on the stove.
Caption: We’re having a pinch me moment over here! Our bestselling 8oz salt cellar was just featured in Bon Appetit! Check out the article and [author]’s review!
Card: Give a Deadline Reminder
Example Context: A gourmet cookie brand that features variety packs
Category Card: Gifting
Visual: A variety pack of cookies wrapped in a bow and a second image featuring holiday shipping deadlines.
Caption: Haven’t ordered cookies for Santa (or your loved ones?!) Don’t miss out on our shipping deadline for Christmas Eve delivery! Order by December XX for regular shipping, or December XX for expedited shipping! The elves in our warehouse are working as fast as they can, but after they go in the mail, your cookies are in the hands of our shipping carriers.
Card: Educate Your Audience
Example Context: Wine brand targeting women 35 - 50 years old.
Category Card: Entertaining/Hosting
Visual: a cooler full of bottles of white wine and rose on ice
Caption: How to calculate how much wine (and other drinks) you need for your next get together. The general rule of thumb is to plan for two drinks per person in the first hour and then one drink per hour after. So if you’re expecting people to be at your home for three hours, plan for four drinks per person. You can split types of drinks evenly, or estimate different percentages depending on time of year and your guest’s preferences if you know them well. For more detailed calculations and to save for later, head over to our blog!
(Note: this example is real, and doubled the brand’s click through rate and increased the average order value of their e-commerce channel)
Card: Connect on a Struggle
Example Context: Candle Company that features snarky sayings targeting millennial women who read romance novels.
Category Card: Romance Novels
Visual: Candle featuring the phrase “could be worse.” sitting on the side of a bubble bath.
Caption: In case the dumpster fire that is this week isn’t setting the mood quite right - this is your reminder to light one of our candles, run a bath, grab a book (smut welcome), and dissociate. We’ll see you there (not literally, that’d be weird).
Card: Offer a Deal
Example Context: Tinted Moisturizer company focused on inclusive makeup
Category Card: Self Confidence
Visual: A photo of two tubes of tinted moisturizer on a bathroom vanity with other premium beauty products
Caption: We’ve got a limited time bundle deal for newsletter subscribers for our favorite tinted moisturizer and you can mix and match tints, so you can treat your friend to a tube (or just treat yourself!) For Social Media: the Call to Action is to sign up for the newsletter before the deal goes live in X days. For your email, the CTA is get your deal now before it’s gone!
Card: Start a Series
Examples:
A few examples of how this could work… created from other example cards.
Educate Your Audience (wine brand): Hostess Tip Tuesday - Different hosting tips a specific day of the week. Not every tip has to be about wine, but your visual content should include the brand.
Talk About a Benefit (coffee brand): A little Motivation in your Mug - a series highlighting entrepreneurs who are powered by your brand!
Document a Process (hot sauce): Share a multi-part series of how your product is made, packaged, and shipped out to customers!
Card: Utilize UGC or Positive Reviews
Example Context: Wallpaper company featuring designs for nurseries and kids spaces.
Category Card: children’s activities
Visual: User generated content (a kids play space featuring their wallpaper)
Caption: [Customer] used our Celestial Bunnies print in their play room, and we love the whimsical space she created for her kids to play! If you’ve used our wallpaper to create a magical moment for your kiddo’s room or play space, don’t forget to tag us and use the hashtag # for a chance to be featured.