Market Mix - 🔍 Mid-Day Squares Content Strategy

All Case Studies 🔍 Learn About Sponsorships

So, what does the modern-day Hershey's look like? That's what Mid-Day Squares asked themselves before developing their content strategy. The result? Treating their social channels like a reality TV show while documenting every step along the way while they build a $100M chocolate brand. And two weeks ago, their Co-Founder Nick Saltarelli joined our Cut30 bootcamp and shared their entire content strategy with us.

And as always, thank you to our partners Superside and North Star Inbound.

Get your brand in front of 200,000+ marketers & founders.

In partnership with Superside

Is Your Brand Capitalizing On Video Content?

In the last 6 months, I’ve grown my personal Instagram account to 40,000+ followers.

And it’s transformed our inbound marketing.

Some of my favorite brands are in our DMs.

But I know creating quality videos ain’t easy.

Because it usually means hiring scriptwriters, editors, graphic designers, etc.

That’s why we work with Superside.

Where we get instant access to all the creative talent we need to create high-quality video content in days, not months.

If you’re trying to scale your inbound with video content, try Superside.

Get instant access to all the talent you need to start shipping

Most brands struggle to make organic content.

And let's be real, just talking about your products over and over is not interesting.

Which is why we’re always on the lookout for brands doing it right.

Enter Mid-Day Squares.

The chocolate company that's taking on industry giants like Hershey's, Nestle, and Mars.

They've built a die-hard fan base, and it all started with their unique approach to content creation.

Building Fans, Not Just Followers

Mid-Day Squares' content strategy centers around one key goal: building fans, not just accumulating followers.

They have an internal KPI that guides all their content decisions: "Will this content create a fan?"

They recognize that chasing views or trying to game the algorithm is a losing battle.

The algorithm will drive you to conform to the average, resulting in content that's indistinguishable from everything else out there.

That kind of content might get some attention in the short term, but it won't build a lasting fandom.

Instead, Mid-Day Squares strives to be the outlier.

They share a one-of-a-kind journey.

They're not just selling chocolate; they're inviting people to be part of their story.

Let’s look at the formula behind their content strategy.

Content Strategy: A Mix of Bold Vision, Unfiltered Reality, and Relatable Journeys

Mid-Day Squares looked at the legacy players and asked, "What would a modern-day Hershey's look like, and what content would they create to build a devoted following?"

The answer was a blend of three key elements:

They also understand that content needs to make you feel something.

It could be happiness, discomfort, or motivation.

Emotion is what makes people take notice, and what keeps them coming back for more.

Whether it's the excitement of a new product launch, the frustration of a production setback, or the satisfaction of overcoming a challenge, Mid-Day Squares invites its audience to feel these

Every Day is a Content Opportunity - But You Need to Do Cool Sh*t

Mid-Day Squares understands that every day presents a new opportunity to create compelling content - but only if you're doing something worth talking about.

They don't just sit around waiting for interesting things to happen. Instead, they actively put themselves in situations that create content opportunities.

Each of these is not just a content opportunity in itself, but also a new chapter in the ongoing Mid-Day Squares story. By consistently pushing themselves to do cool, new things, they ensure that they always have something to share with their audience.

How Mid-Day Squares Turns What's Happening into Great Video Content

They don't just share events; they shape them into compelling narratives that keep their audience hooked.

They mostly frame their stories as hero's journeys:

For example:

So if you’re trying to elevate your organic content strategy, take these core lessons from MDS:

In partnership with North Star Inbound

Is Your SEO Content Driving 100s of Quality Leads?

There’s 160+ billion pieces of content posted on social platforms each month.

All competing for the same attention.

And low-quality AI-generated content won't make the cut.

Your content needs to stand out to drive results, to get backlinks, and to drive high intent traffic.

So here’s your 3 options:

Pretty obvious ain’t it?

That’s where North Star Inbound comes in.

Their team has a track record of generating 6-figures in directly attributable revenue in a matter of months.

Results like these are signing up for.