How To Highlight Your Product Brand With A Content Twist

How To Highlight Your Product Brand With A Content Twist

In the fiercely competitive world of online product marketing, it’s become clear that ‘out of the ordinary’ content is the only content that will get seen, heard, or read.

For product brands, this means going beyond the ordinary and infusing your content with a unique twist that leaves a lasting impression.

In this blog post, I’m bringing you my 40 years of experience as a Brand Content Strategist to help you showcase your product brand with an innovative content approach – to highlight your features and set you apart from the crowd.

Get ready to discover creative strategies that will transform your product brand content from standard to standout, making your brand unforgettable in the eyes of your audience.

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Why product brands need some uncommon content marketing

In today’s hyper-competitive marketplace, the need for product brands to embrace unconventional content marketing strategies has never been more crucial. Traditional marketing tactics often lead to information overload, making it challenging for brands to capture their audience’s attention effectively.

This is where the power of uncommon content marketing comes into play. By stepping outside the bounds of the ordinary, product brands can engage their audience in fresh and unexpected ways. Uncommon content marketing not only piques curiosity but also creates memorable brand experiences. It fosters a sense of authenticity, allowing brands to connect with consumers on a deeper level, conveying their unique value propositions in ways that resonate.

In this age of digital noise, it’s the uncommon that stands out and gets noticed. So, if you’re looking to elevate your product brand’s visibility, build stronger connections, and drive meaningful engagement, it’s time to explore the extraordinary possibilities of uncommon content marketing.

In this article, we’ll delve into the reasons why product brands need to embrace this approach and how it can transform your marketing efforts.

8 clever ways to infuse a twist into your product brand content

Leveraging my expertise as a seasoned Content/Brand Strategist known for crafting unique content strategies, I’m excited to share eight ingenious ways to infuse a captivating twist into your product brand content. In a landscape where conformity often prevails, it’s time to disrupt the status quo and elevate your brand’s storytelling.

Prepare to embark on a journey that will redefine your content calendar and set you apart from the competition. Let’s dive into these transformative insights, breaking away from conventional norms and ushering your product brand into a realm of innovation and distinction.

8 clever ways to infuse a twist into your product brand content (Infographic)

1. Storytelling with a unique angle

Storytelling with a unique angle infuses your product brand’s narrative with a refreshing and memorable twist. Imagine you’re marketing a line of innovative tech gadgets. Instead of the usual technical specifications, consider crafting a narrative around how these gadgets have transformed the daily lives of fictional characters, each with distinct and relatable challenges.

By weaving relatable stories, you’re not just showcasing product features but also connecting emotionally with your audience.

To implement this strategy effectively, identify what makes your product brand distinct, whether it’s cutting-edge technology, eco-friendliness, or exceptional design. Then, tell stories that highlight these unique aspects. Dive into customer testimonials, use cases, or imaginative narratives that resonate with your target audience’s desires and values.

Storytelling with a unique angle transforms your content into an immersive experience, creating a lasting impact that sets your product brand apart from the competition while fostering a deeper connection with your audience.


  • Identify your brand’s unique narrative: Discover what sets your product brand apart and how it can be presented through a captivating narrative. Understand the core values, mission, and distinctive qualities that make your brand stand out.
  • Customer-centric stories: Dive into customer experiences, testimonials, and real-life stories that showcase how your product has positively impacted their lives. These stories add authenticity and relatability to your brand’s narrative.
  • Fictional storytelling: Consider creating fictional narratives that illustrate the transformative power of your products. Craft relatable characters and scenarios that resonate with your target audience, highlighting the unique benefits of your offerings.
  • Consistent brand voice: Maintain a consistent brand voice throughout your storytelling efforts to reinforce your brand’s identity. Whether serious, humorous, or heartwarming, ensure your stories align with your brand’s persona.
  • Amplify through multiple channels: Share your unique angle stories across various platforms, including your website, blog, social media, and email marketing campaigns. Consistent storytelling across channels reinforces your brand’s narrative and extends its reach to a wider audience.

2. Using interactive content formats

Interactive content formats offer an exciting pathway to breathe fresh life into your product brand’s content strategy. Consider a scenario where you’re marketing a line of travel accessories. Rather than the traditional product showcase, picture an interactive quiz titled “Your Ultimate Adventure Style.”

Users answer questions about their travel preferences, and based on their responses, they receive personalized packing lists and travel tips, all featuring your products. This not only keeps your audience engaged but also positions your brand as a knowledgeable and interactive travel companion.

To successfully incorporate interactive content for your product brand, explore a variety of formats, such as surveys, contests, configurators, or immersive virtual experiences.

These formats transform passive consumers into active participants, fostering a deeper connection and ensuring your brand’s content remains unforgettable and distinctive.


  • Identify audience engagement goals: Define clear objectives for your interactive content. Determine whether you want to educate, entertain, collect user data, or drive product engagement. Knowing your goals will shape the type of interactive content you create.
  • Select relevant interactive formats: Choose interactive content formats that align with your product and resonate with your target audience. For instance, quizzes, polls, and calculators work well for many brands but consider what suits your specific niche and offerings.
  • Craft engaging content: Develop content that not only captures attention but also provides value to your audience. Create interactive experiences that entertain, educate, or solve a problem for users while subtly highlighting your product’s benefits.
  • Promote and share widely: Once you’ve created interactive content, promote it across your digital channels, including your website, social media, email newsletters, and even offline marketing materials. Encourage sharing to expand your reach.
  • Analyze and iterate: Track the performance of your interactive content. Monitor metrics like engagement, conversion rates, and user feedback. Use these insights to refine your content strategy and continually improve your interactive experiences for your audience.

3. Exploiting user-generated content

Leveraging user-generated content is a dynamic strategy to infuse authenticity and a personal touch into your product brand’s content strategy. Imagine you’re promoting a line of outdoor adventure gear. Instead of solely relying on professionally shot images, you encourage your customers to share their real-life experiences with your products.

Picture a social media campaign where customers share photos of their exhilarating journeys, tagging your brand. By amplifying these genuine stories, you not only showcase the practicality of your gear but also create a vibrant community of brand advocates.

To harness this strategy effectively, establish channels for customers to submit their content and encourage participation through incentives or contests. Curate and feature user-generated content on your website, social media platforms, and marketing materials.

This not only adds credibility to your brand but also fosters a sense of belonging among your customers. By incorporating user-generated content into your content twist, you transform your brand into a dynamic and authentic narrative, reinforcing your product’s value through the voices of those who matter most—your satisfied customers.


  • Establish user-friendly submission channels: Create easily accessible and user-friendly platforms or hashtags that encourage customers to share their experiences and content related to your products. Ensure it’s convenient for them to contribute.
  • Engagement incentives: Implement incentive programs such as contests, giveaways, or exclusive discounts for customers who share user-generated content. This encourages more participation and rewards loyal customers.
  • Moderate and curate: Carefully moderate and curate the user-generated content you receive. Select and showcase the most compelling and relevant content that aligns with your brand’s image and messaging.
  • Request permissions: Always seek permission from the content creators before featuring their posts. Ensure compliance with privacy and copyright regulations to avoid legal issues.
  • Promote and acknowledge contributors: Showcase user-generated content prominently on your website, social media, and marketing materials. Acknowledge and appreciate contributors, fostering a sense of community and strengthening customer relationships.

4. Offering behind-the-scenes views 

Peeling back the curtain to provide behind-the-scenes glimpses offers a captivating twist to your product brand’s content strategy. Imagine you’re marketing a line of handcrafted luxury chocolates.

Instead of merely showcasing the finished products, share a series of captivating videos that take your audience on a virtual journey through your chocolate-making process. From sourcing the finest cocoa beans to the meticulous artistry of hand-painting chocolates, these videos unveil the dedication and craftsmanship behind each delectable creation.

To successfully incorporate this approach, highlight the human touch and expertise that goes into your products. Share stories of your artisans, the challenges they overcome, and the passion that fuels their work. This not only fosters a deeper connection with your audience but also emphasizes the artistry and authenticity behind your brand.

By offering behind-the-scenes views, you transform your product brand’s content into an immersive and educational experience, creating a stronger bond between your audience and your products.


  • Identify compelling behind-the-scenes content: Determine which aspects of your product creation process, team dynamics, or company culture are most intriguing to your audience. Focus on showcasing the most engaging behind-the-scenes elements.
  • Create visual content: Utilize video, images, and other visual media to provide a rich and immersive experience. Visual content is highly effective in conveying the authenticity and intricacies of your brand’s behind-the-scenes activities.
  • Storytelling and narration: Narrate the story behind your brand’s journey and product creation process. Share anecdotes, challenges, and successes that resonate with your audience and add a personal touch.
  • Transparency and authenticity: Be transparent in your behind-the-scenes content, showing both the triumphs and the challenges. Authenticity fosters trust and a deeper connection with your audience.
  • Engage and interact: Encourage audience engagement by inviting questions, comments, and feedback on your behind-the-scenes content. Respond actively to create a sense of community and conversation around your brand.

5. Adding in humor and playfulness 

Infusing humor and playfulness into your content strategy is a magnetic twist that can make your product brand truly unforgettable. Picture you’re marketing a line of high-tech gadgets.

Rather than adopting a strictly serious tone, consider creating quirky, humorous videos showcasing your gadgets in unexpected and amusing scenarios. Imagine a video where a robotic vacuum cleaner becomes the star of a slapstick-style comedy, playfully navigating hilarious household obstacles.

To effectively incorporate humor and playfulness, understand your audience’s sense of humor and preferences. Craft content that brings a smile to their faces while subtly highlighting your product’s benefits. This approach not only humanizes your brand but also forms a memorable emotional connection with your audience.

By adding humor and playfulness to your content, your product brand becomes more approachable, relatable, and shares a refreshing twist that sets it apart from competitors.


  • Know your audience’s sense of humor: Understand the humor preferences of your target audience. Conduct surveys or engage with them on social media to gain insights into what type of humor resonates best.
  • Craft humorous scenarios: Create entertaining and relatable scenarios where your product takes center stage in a humorous or playful way. Use storytelling, video content, or memes to convey your brand’s playful side.
  • Maintain brand alignment: Ensure that the humor aligns with your brand’s values and personality. Consistency in brand messaging is essential to avoid any disconnect between your humorous content and your overall brand image.
  • Experiment and iterate: Don’t be afraid to experiment with different styles of humor and content formats. Analyze audience reactions and engagement metrics to refine your approach over time.
  • Engage with your audience: Encourage audience participation by running humor-themed contests, challenges, or interactive content that invites them to contribute their own playful ideas or experiences related to your product.

6. Surprising with sudden giveaways

Unexpected giveaways are a delightful twist that can make your product brand content truly shine. Imagine you’re promoting a line of premium skincare products. Instead of the conventional sales promotions, picture a spontaneous giveaway event on your social media platforms.

Announce it with an element of surprise, such as “Free Spa Day for the Next 24 Hours!” Customers who purchase your products during this period enter a draw to win a luxurious spa experience. This not only rewards your customers but also generates excitement and a sense of urgency around your brand.

To execute surprising giveaways effectively, maintain transparency and fairness in the selection process, and promote the event across all your digital channels. These surprise acts of generosity not only boost customer loyalty but also create a buzz around your brand, turning one-time buyers into long-term advocates.

By incorporating sudden giveaways into your content strategy, your product brand becomes synonymous with excitement and generosity, setting it apart in the competitive market.


  • Plan spontaneous giveaway events: Strategically plan and schedule surprise giveaway events to catch your audience off guard. These can be tied to special occasions, milestones, or even random moments to maintain an element of unpredictability.
  • Promote and tease: Build anticipation by teasing the upcoming giveaway across your digital platforms without revealing the specifics. Create a sense of excitement and curiosity among your audience.
  • Fair and transparent rules: Clearly define the rules and eligibility criteria for participation in your giveaways. Ensure fairness and transparency to build trust with your audience.
  • Leverage user-generated content: Encourage participants to share their experiences with the giveaway, such as unboxing videos or testimonials. User-generated content adds authenticity and promotes engagement.
  • Measure impact and adjust: Analyze the impact of your surprise giveaways, including metrics like engagement, conversion rates, and customer feedback. Use this data to refine your approach and create more effective surprise events in the future.

7. Including visual or aesthetic twists

Infusing your content with visual or aesthetic twists can breathe fresh life into your product brand’s image. Imagine you’re marketing a line of designer furniture. Instead of traditional product photos, envision a campaign that showcases your furniture in unexpected and visually striking settings.

Picture a sleek modern chair suspended amidst a lush forest or a chic coffee table nestled in a charming vintage café. By juxtaposing your products in unconventional environments, you not only highlight their aesthetic appeal but also convey a sense of innovation and creativity.

To successfully incorporate visual or aesthetic twists, brainstorm unique settings or contexts that complement your product’s design and style. Experiment with photography, video, or graphic design techniques that enhance the visual impact.

This approach not only captivates your audience but also positions your brand as a source of inspiration and innovation. By infusing your content with visual or aesthetic twists, your product brand can transcend the ordinary, creating a lasting impression that sets it apart from competitors.


  • Identify your product’s aesthetic: Understand the core design elements, style, and aesthetic of your products. This knowledge forms the foundation for creating visually striking content.
  • Brainstorm unique settings: Explore diverse and unexpected settings, contexts, or themes that complement your product’s aesthetic. Think beyond traditional backgrounds to create visually compelling scenes.
  • Experiment with visual techniques: Experiment with photography, videography, or graphic design techniques that enhance the visual appeal of your content. Consider factors like lighting, composition, and color schemes.
  • Consistency in style: Maintain a consistent visual style across your content to reinforce your brand’s identity. Consistency helps in creating a cohesive and memorable visual presence.
  • Storytelling through aesthetics: Use visual or aesthetic twists to tell a story or convey a specific message about your product. Make sure that the aesthetics align with your brand’s messaging and values.

8. Creating cross-promotional content

Crafting cross-promotional content is a strategic twist that can elevate your product brand’s visibility and reach. Imagine you’re marketing a line of premium headphones. Instead of solely focusing on headphone features, collaborate with a renowned music artist for an exclusive “Behind the Music” interview series.

In these engaging videos, the artist shares insights into their creative process, and the headphones naturally become a part of the narrative. This cross-promotion not only introduces your products to a wider audience but also associates your brand with the world of music and artistry.

To successfully create cross-promotional content, seek partnerships with complementary brands or influencers in your niche. Align your values and messaging, and jointly develop content that resonates with both your audiences. By doing so, you not only expand your brand’s reach but also establish meaningful connections that extend your brand’s appeal.

By infusing your content with cross-promotional collaborations, your product brand can become a part of broader conversations and establish itself as a relevant and engaging choice in your industry.


  • Identify compatible partners: Seek out brands, influencers, or organizations that align with your product brand’s values and appeal to a similar target audience. Compatibility is crucial for successful cross-promotion.
  • Define shared objectives: Collaborate with your partners to clearly define shared goals and objectives for the cross-promotion. Determine what each party hopes to achieve, whether it’s brand awareness, audience growth, or increased sales.
  • Develop coherent narratives: Create content that seamlessly integrates your product or brand into a larger narrative. Ensure that the cross-promotion feels natural and relevant to both audiences.
  • Leverage multiple channels: Promote the cross-promotional content across various channels, including social media, email marketing, blogs, and partner platforms. Wider exposure increases the impact of the collaboration.
  • Measure and analyze results: Track the performance of the cross-promotion by monitoring metrics like website traffic, engagement, and conversion rates. Analyze the data to assess the effectiveness of the collaboration and identify areas for improvement.

In summary

  1. Embrace unconventional strategies: To stand out in a competitive landscape, it’s essential to infuse your product brand’s content with unconventional and unique twists. Whether through humor, visual aesthetics, storytelling, or unexpected giveaways, embracing creativity can captivate your audience and leave a lasting impression.
  2. Forge strategic collaborations: Collaborating with complementary brands, influencers, or artists can extend your brand’s reach and introduce it to new audiences. Cross-promotional content allows you to create engaging narratives that resonate with both your audience and your partners’.
  3. Connect on a deeper level: By incorporating personal anecdotes, customer stories, or behind-the-scenes views, you can create a more personal and emotional connection with your audience. These content twists not only showcase your product but also convey the human side of your brand, fostering loyalty and engagement.

Take your brand's content marketing from run-of-the-mill to remarkable

Shobha Ponnappa

"As a Content/Brand Specialist, and SEO/UX Writer, I can help transform your brand's online presence. I can lift it with innovative ideas to take it to an enviable position. Let's collaborate to create a captivating brand story, engage your audience, boost your online visibility, and increase your ROI. Take the next step towards your brand content success and contact me today."

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