True Classic’s Content Strategy: From Startup to Billion-Dollar Brand
Table of Contents
- Introduction
- Crafting Content That Solves Problems
- Leveraging Paid Advertising
- Adapting the Content Mix
- The Power of Comedy in Advertising
- Challenging Content Norms
- Building an In-House Content Team
- Conclusion
Introduction
In just five years, True Classic has evolved from a simple idea into a near-billion-dollar brand, all thanks to a strategic content marketing approach. Founded by Ryan Bartlett and his co-founders, the company embarked on a journey to create the perfect t-shirt for men, leveraging a modest $3,000 investment and Ryan’s expertise in digital marketing. Despite lacking a background in fashion, the team successfully scaled the brand, making it one of Shopify‘s fastest-growing entities. This article delves into the content strategies that powered True Classic’s success, offering actionable insights for marketers and founders alike.
Crafting Content That Solves Problems
From the outset, True Classic focused on creating content that directly addressed consumer pain points. Ryan Bartlett emphasized the necessity of crafting content that converts, especially when resources are limited. The initial content strategy centered on solving three primary issues for men’s t-shirts: fit, comfort, and price. By clearly communicating these solutions, True Classic was able to convince potential customers of the brand’s value proposition, driving early sales and establishing a strong market presence.
Leveraging Paid Advertising
A significant portion of True Classic’s initial investment was allocated to Facebook ads, a platform where Ryan’s digital marketing expertise shone. The strategy was straightforward: start small, test concepts, and scale successful ads quickly. By spending modest amounts daily and reinvesting profits, True Classic achieved impressive returns on ad spend (ROAS), allowing the brand to scale rapidly. This approach underscores the importance of understanding and mastering the advertising mechanics of the platform where your target audience is most active.
Adapting the Content Mix
As True Classic grew, so did its content strategy. While maintaining a strong focus on direct response content, the brand began incorporating more brand-building elements. However, Ryan quickly learned that even established brands need conversion-focused content to sustain sales. True Classic’s current content framework remains heavily weighted towards direct response, with approximately 90% of content aimed at direct conversion and 10% dedicated to brand awareness. This balance ensures consistent sales while gradually building brand affinity.
The Power of Comedy in Advertising
True Classic’s use of humor in its advertising strategy has been a key differentiator. Comedy not only enhances shareability but also aligns with the brand’s ethos of making customers feel good. By integrating humor with product information, True Classic creates engaging ads that resonate with audiences. This approach highlights the importance of crafting relatable and entertaining content that still communicates the brand’s core message.
Challenging Content Norms
Contrary to popular belief, True Classic found success with static images in its advertising campaigns. While video content is often touted as superior for social media, the brand discovered that static images, especially those featuring social proof elements like review counts, performed exceptionally well. This insight underscores the value of testing various content formats to determine what resonates best with your audience, rather than blindly following industry trends.
Building an In-House Content Team
Initially, Ryan Bartlett directed True Classic’s content strategy, but as the brand expanded, it built in-house capabilities and formed strategic agency partnerships. Ryan advises maintaining a clear brand vision internally and only engaging agencies for additional production capacity, not strategic direction. This approach ensures that the brand’s voice remains authentic and consistent, which is crucial for standing out in a crowded market.
Conclusion
True Classic’s journey from a startup to a near-billion-dollar brand demonstrates the power of a well-executed content strategy. By focusing on solving customer problems, leveraging paid advertising, maintaining a balanced content mix, and incorporating humor, True Classic has established itself as a leader in the eCommerce space. For marketers and founders, the brand’s success serves as a testament to the impact of strategic content marketing in driving business growth and building a distinctive brand voice.
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