A body of work is the opposite of a content graveyard. It's scars, soul, swagger, all laid bare. If your brand were a living, breathing organism, this would be its anatomy.
Some parts endure.
Some flex.
Some burn fast and loud, then vanish.
Let’s take a close look.
The Foundation Layer — Permanent Content
These are the bones. The spine. The stuff that holds you up when trends fade and algorithms change. Built to last and to quietly do the heavy lifting while everyone else chases vanity metrics.
Purpose:
Build trust without shouting.
Be the local who always shows up.
Not the tourist looking for likes.
Examples:
- Brand Pillars: “About Us” that doesn’t read like a résumé. “Our Story” told like a good bar tale. “Mission & Values” that you actually believe.
- Product Pages: Descriptions that make sense, pricing that’s not a maze, FAQs that don’t insult intelligence.
- Evergreen Guides: Teach like a grizzled vet. “How to Choose the Right [X]” like you’re handing down sacred knowledge.
- Glossaries & Manifestos: Define the world by your rules. Speak your truth, no buzzwords.
- Trust Pages: Legal and ethical? Hell yeah. Quiet power. Real substance.
Maintain: Review quarterly. Don’t wait until they’re dull.
The Growth Layer — Renewable Content
This is muscle. It flexes, moves, adapts. It’s where your brand proves it’s alive, curious, and evolving. If the foundation is the bones, this is the blood flow.
Purpose:
Show you’re not asleep at the wheel.
Share knowledge.
Drop proof.
Invite people into the kitchen.
Examples:
- Case Studies: Real stories. Real results. No fluff. Show people the mess and the magic.
- Data & Insights: Give people something to chew on. Trends, opinions, editorials that actually mean something.
- FAQs, Toolkits, Playbooks: Help people win. Make them smarter. Be the mentor, not the gatekeeper.
- Webinars & Collabs: Teach, team up, tell stories. Let people see the humans behind the curtain.
Maintain: Refresh with new heat monthly. Stats go stale. Relevance is a moving target.
The Attention Layer — Fleeting Content
This is skin and bruises. Temporary, but telling. It’s loud, raw, timely. You don’t build legacy here—you start conversations, you stir shit up, you make people feel something.
Purpose:
Stay in the moment.
Be culturally fluent.
Own the room for a minute—and then let go.
Examples:
- Campaigns: Product drops, seasonal hits, storytelling bursts. Think short films, not billboards.
- Social Content: Fast, sharp, punchy. Meme it. Reimagine it. Show behind the scenes. Be human, not a headline.
- Events, PR, Newsjacks: Ride the wave, but make it yours. No bandwagoning—just sharp takes and real stakes.
- Community & UGC: Shout out your people. Celebrate your tribe. Make the spotlight theirs.
Maintain: Check the pulse weekly. Kill it when the shelf life’s up. Repurpose what still sings.
The Balance Rule — Get the Mix Right
- ~20% Permanent: The timeless soul of your brand.
- ~50% Renewable: Your evolving, informed brain.
- ~30% Fleeting: The spark. The mischief. The moment.
Too heavy on fleeting → you look busy but forgettable.
Too heavy on permanent → you look static or outdated.
Get the mix right, and you’ll look alive, authoritative, and distinct.
Get the ratio right, and you’re not just a brand.
You’re a damn presence.
Need help building and maintaining a body of work for your brand?
Reach out. 