True Classic’s Journey: Content Strategies Fueling a $1B Success

Introduction

In just five years, a simple idea to create a better t-shirt for men has evolved into a nearly $1 billion enterprise known as True Classic. Founded by Ryan Bartlett and his co-founders, the brand has rapidly grown into one of Shopify’s fastest-growing successes, all starting with a modest $3,000 investment. Despite having no fashion background, Ryan leveraged his expertise in audio design and digital marketing to build a brand that resonates with consumers. At the heart of True Classic’s success is a content marketing strategy laser-focused on conversion. This article explores the content strategies that propelled True Classic to the forefront of the eCommerce world, offering actionable insights for marketers and founders alike.

Table of Contents

1. The Birth of an Idea: Solving a Problem
2. Mastering Paid Advertising
3. Adapting Content Strategies
4. The Power of Comedy in Advertising
5. Rethinking Content Formats
6. Building an In-House Content Team
7. Conclusion

The Birth of an Idea: Solving a Problem

True Classic’s journey began with a clear mission: to address common issues men face with t-shirts. The focus was on three core problems: fit, comfort, and price. Ryan Bartlett understood that early content needed to directly address these issues to convert viewers into customers. By clearly communicating the value of a well-fitting, comfortable, and affordable t-shirt, True Classic quickly captured the attention of its target audience. This initial focus on problem-solving content laid the foundation for the brand’s rapid growth.

Mastering Paid Advertising

A significant portion of True Classic’s initial investment was allocated to Facebook ads. Ryan’s digital marketing expertise allowed him to navigate the complexities of Facebook’s advertising platform effectively. By starting with a small daily budget and reinvesting profits, True Classic was able to scale its advertising efforts rapidly. This approach ensured a high return on ad spend (ROAS), which was crucial for the brand’s early success. Identifying the right platform and mastering its advertising mechanics can provide the growth engine needed for rapid scaling.

Adapting Content Strategies

As True Classic grew, so did its content strategy. While direct response content remained a priority, the brand began to incorporate brand-building content to enhance its identity. Despite the brand’s growth, approximately 90% of True Classic’s content still focuses on direct conversion. This balance ensures consistent sales while allowing room for brand-building initiatives. Even as a brand matures, maintaining a focus on conversion-driven content is essential for sustainable growth.

The Power of Comedy in Advertising

True Classic has distinguished itself through the strategic use of humor in its advertising. Comedy not only increases shareability but also aligns with the brand’s ethos of making customers feel good. By integrating humor with product information, True Classic creates memorable ads that resonate with audiences. This approach demonstrates that effective advertising can entertain while still driving conversions.

Rethinking Content Formats

Contrary to popular belief, True Classic found success with static images in its advertising campaigns. While video content is often seen as superior, static images with social proof elements have proven highly effective for True Classic. This success highlights the importance of testing different content formats to determine what resonates best with your audience. By challenging conventional wisdom, brands can discover unexpected avenues for growth.

Building an In-House Content Team

Initially reliant on Ryan’s direction, True Classic eventually built an in-house content team to manage its growing needs. While agencies can provide additional production capacity, maintaining strategic direction internally ensures that the brand’s voice remains authentic. Developing content in-house allows for greater control over creative direction and brand identity.

Conclusion

True Classic’s journey to nearly $1 billion in revenue is a testament to the power of a well-executed content strategy. By focusing on problem-solving, mastering paid advertising, and maintaining a balance between direct response and brand-building content, True Classic has carved out a unique space in the market. The strategic use of humor and the willingness to challenge content norms further differentiate the brand. As True Classic continues to grow, its commitment to an authentic brand voice and conversion-focused content will undoubtedly fuel its ongoing success. For marketers and founders, True Classic’s story offers valuable lessons in leveraging content to drive extraordinary growth.

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