The model behind magnetic content
Before undertaking any brand work, consultancy and agency leaders usually describe their content in one of the following ways (it’s always the same conversations):
“Our content is usually off the cuff. Whatever feels right or interesting to us at the time.”
“We’re reactive. If something is happening, we try to jump on that.”
“Nothing is strategic. Nothing is consistent. I look back now and wonder why anyone ever connected with me”
For many consultancies and agencies, their early websites are just placeholders, functioning as business cards rather than business drivers. Their social content jumps from topic to topic. Their pitch decks rely more on client familiarity than clarity. And winning contracts usually depends on being in the room and talking, rather than their brand messaging being clearly positioned.
The trigger point: “No one really knows what we do”
The problem many smaller consultancies and agencies face at a certain point, when referrals dry up and work stalls, is often the same realization:
“People don’t really know what we do. We know we do great work, but we don’t always know how to explain it.”
That’s where brand strategy — and especially your foundational messaging — can really unlock your value in an authentic, consistent way.
One agency client put it this way: “I wanted to fall back in love with creating content again. I wanted it to resonate. I didn’t just want to contribute to the noise.”
This isn’t about writing better copy. Copy is just the end-point. You don’t want copy that lands sometimes and confuses at other times. Brands are built on consistency and clarity. Sprinkle in some personality, and you’ve got a winning recipe.
To find that consistency and truly connect with your target market, you need to build a clear, intentional foundation that makes your message land, your brand resonate, and your content actually do its job.
The framework: You need to build from the inside-out
Your branding and positioning need to be at your core. Established, formalized, adhered to. This establishes who you are, what you stand for, and who you work for.
Next comes your foundational messaging. This is the way you describe yourself and your value with consistency, intrigue, and clarity.
Then comes your content. When your base is set, you can’t miss. You know exactly what to say, always.
The framework: branding and positioning need to be the beating heart of your company. Then you layer your foundational messaging. Finally, you’re ready for content.
At the Core: Branding + Positioning
This is the heartbeat of your brand.
Your branding and positioning go beyond just “how we look” or “what makes us different”. This is the crux of who you are. When you have this stuff locked down, everything that follows becomes so much simpler.
Why do you exist?
What do you believe in?
Who are you truly built to serve?
What space do you claim in the market?
Branding is your identity.
Positioning is your place.
Together, they define the DNA of your business. The values, voice, and perspective that shape how you show up and why people remember you.
If you don’t get this right, the rest won’t land. Your messaging won’t feel anchored. Your content won’t resonate.
The Middle Layer: Foundational Messaging
Once you’re clear on who you are and what you stand for, you can begin shaping language that sticks.
This is where we build your Strategic Messaging System — the consistent, flexible language you use across your brand.
This foundational messaging helps you consistently and clearly articulate in any way, shape, or form:
What you do and why it matters (your purpose)
Who it's for and why it’s right for them (your value)
How you sound — and what makes your message believable (your personality)
This isn’t just taglines and web copy. It’s the toolkit that powers every touchpoint, from sales decks to social posts. When done well, it’s your verbal operating system. It’s the well you return to over and over (and over and over) again, to ensure you describe your brand in a consistent, clear, and compelling way. That’s brand building.
The Outer Layer: Content
Content comes last. It doesn’t function well when there’s no foundation — and no guardrails — in place.
Whether you're sharing a blog post, a podcast episode, a carousel, or a case study, every piece should reflect your brand and incorporate your messaging.
When content is rooted in your brand’s deeper story, your consistency builds your audience. It reinforces to them over and over (and over and over) again that you “get” them, that you’re right for them, and you’re their best option.
And with structures in place, your content becomes easier to maintain and easier to create. Because it’s not being reinvented every time.
Why This Model Works for Expert-Led Firms
At Clap Clap, we work with consultancies, agencies, and advisors — businesses where the value is complex, the expertise is specific, the offering is nuanced. The audiences for these specialized services need real clarity before they commit.
These expertise-driven firms often:
Struggle to describe what they do without over-explaining
Undervalue their own differentiation because it's second nature to them
Default to content that sounds polished … but not powerful
But when you apply this framework, you shift things. Now:
Prospects say “you’re speaking directly to me” because you’re clear and well positioned
Sales calls get shorter and close faster, because they already understand your value
Content starts driving meaningful inbound conversations, because the right people are finding you
When you’re crystal clear at your core, your content (and everything else) becomes easier and more effective.
How to use this model in your business
Here’s how to bring it to life:
Revisit your core
Ask: What’s our actual reason for existing? What are we here to change or champion? Who are we built to help?Validate your positioning
Do the work: Talk to clients, review competitors, pressure-test your claims. Claim a space that’s both credible and distinct.Build your messaging system
Tell your story and stick to it. Create consistency and stop relying on "one-off" copy or chasing trends.Create content with purpose
Anchor everything in your strategy. Make sure your posts, articles, and emails all reinforce your value.
Ready to get the foundation right?
The strongest content doesn’t start on the page. It starts at the heart of your brand and builds outwards from there.
Ready to find your foundation? Let’s talk.
