Journey #002: How to use “Content on Content” to develop your brand on Social Media

Philippe on

The main topic for today: our brand. Should we work on it? What should we do exactly? Is it something we should care more about?


Some people are of the opinion that it doesn’t make sense to work on your brand at the same time as your product. The product should come first and the branding second. As for me, I feel that the brand is part of your product. I believe people recognize themselves in brands and feel attached to them.

ReponseIO is almost in beta. We want to create traction, to reach and engage people on social media. As said in DailyReponse 001, we share our journey to show what it looks like to build a company. At ReponseIO, we want to empower people and help them expand and take care of their community.

Our goal is to share our journey on Twitter, Instagram, Medium (obviously) and Facebook. We are also trying Anchor, a new social media app that enables you to publish content in the form of a voice recording, to which others can react to, creating a discussion. You can target your audience through the use of hashtags.

What kind of strategy are we using?

These dailies are part of our brand strategy. We have analyzed other brands, more specifically, our competitors. We noticed they were posting multiple times per day. We looked at the type of posts and the hashtags they were using and also went through the list of their followers. So, learning from this, we decided to post frequently on our Twitter, and it worked! The same happened with Instagram; just by posting content more often, we are getting 5 to 10 new followers each day. We also noticed an engagement rate of almost 80% without reaching anyone directly.

We don’t want to pay for advertising yet. We want to understand why and how people are engaging with our brand and the way the various social media platforms work. We aim to grow steadily in these early stages and learn what people love.

The next step in our strategy is to meet people in the real world and not just in the digital one. We have decided to go at least to 2 to 3 Meetups per week and test our pitch to see how it’s received.

So how is “content on content” related to our strategy?

We want to experiment with our new strategy of posting more content, more often like our competitors and analyse the results at the end of the month. This is important for us, to learn from experience doing it ourselves, rather than paying someone else to do it for us. However, it does take time and a fair bit of preparation.

To put together the images, compose the text/quotes, it took me roughly 3–5 hours per week. Before this though, you have to be prepared with what message and what emotions you want to share with your followers. The quotes that we share come from articles we have written that reflect our inspiration and beliefs. This leads me on to discuss ‘content on content’, which is a process of generating more content from your original content. As an example, a post on Medium could become a question or a wave on Anchor. You can extract quotes that you can use on Twitter with a backlink to the article. You can use those quotes to put on images that you can share on Instagram or Facebook.

The goal is to work on your content and around it. This daily, for example, is a result of a discussion I had with my co-founder. From that discussion, we then created our plan and I created content by writing a post about it. After publishing the post, I created some images that I shared on Instagram and Facebook. I also extracted quotes that I shared on Twitter. Finally, I recorded two waves that I shared on Anchor... My original content led to the generation of additional content.

If you want other examples, the two following images are extracts from our Instagram account.

A post shared by ReponseIO (@reponseio) on

A post shared by ReponseIO (@reponseio) on

“Content on content” is basically how you can leverage your original content multiple times. As a brand, you have to invest in content creation. Although it requires you to be disciplined and it takes a lot of time. It has its benefits though, and investing in it is necessary from a brand point of view and an SEO one. It’s almost the only way to be well referenced by Google. Trying to be referenced without any content is almost impossible.

Now that you have made this investment into content creation as a brand, not capitalizing on its value is a bit stupid. This is why you should use the “content on content” technique. You have to imagine your blog post or video as a platform from where you will be able to launch a rocket. Your blog post is the foundation and everything that you launch from it is a way to grow your brand and expand your reach.

We use different tools to create those images. For all our pictures, we use Pablo by Buffer or Wordswag on iPhone. If we don’t have the right pictures to do what we want, we go on Pexels and try to find what we need.

Hope you enjoyed it!

If you like it, punch that heart below or share it.

What is your content strategy? Do you reuse your content in different platforms? Do you use multiple formats for the same content?

Share it, like it, it will be awesome. Leave a comment below or tweet me @philnpa

Philippe London
Phil is one of the co-founders of ReponseIO and works on building the best product ever. Living in London, he enjoys drinking whisky & coffee, discovering new places, good food and hitting the gym.