5 Lessons from Steve Pratt on Getting Creatively Brave with Your Content
In a world overflowing with content, capturing true audience attention is no small feat, especially on a budget. Steve Pratt, co-founder of the pioneering branded podcast agency Pacific Content and author of Earn It: Unconventional Strategies for Brave Marketers, shared his insights on doing just that on a recent call with our team and clients. In his view, creative bravery is key, and you don’t need a massive budget to make it happen—just a mindset shift and a strategy that turns your brand’s unique voice into unforgettable content.
Here’s what marketers and content creators can take from his advice on creative bravery:
1. Create Content as a Gift for Your Audience
“What makes a good gift? What makes a horrible gift? Now apply that to your content.”
One of the most powerful ways to connect with your audience is to treat each piece of content as a thoughtfully crafted gift. This means shifting from a self-promotional mindset to one of empathy and value. By thinking of each episode, social post, or article as a gift, brands can design content that resonates on a personal level. In podcasting, this approach is about producing episodes that people genuinely want to spend time with, not just content that fills a channel.
Steve illustrated this concept with an analogy: imagine giving a gift that’s truly meaningful to the recipient. It’s personalized, it’s thoughtful, and it’s something they genuinely enjoy. On the other hand, a bad gift is generic, unthoughtful, and often meant to satisfy the giver more than the recipient. (We’ve all been there. 🙄)
The same goes for content—audiences respond to content that feels genuine, valuable, and specifically crafted for them.
2. Embrace Your Brand’s Unique Voice (Even if It’s a Little Weird)
It can be tempting to mimic industry leaders, but Steve argues that the real magic happens when you lean into what makes your brand unique, even if it’s quirky or unconventional. He pointed to companies like Oatly and Poo-Pourri, brands that use distinct, often humorous voices to create memorable content. Their success stems from having a voice that resonates with a specific audience segment rather than trying to appeal to everyone.
For example, Oatly’s fun, irreverent tone is present in everything from their packaging to their ad campaigns, making oat milk feel like something more than just a dairy alternative—it becomes a lifestyle statement. Similarly, Poo-Pourri takes the typically awkward topic of bathroom spray and turns it into something amusing and approachable, with product names like “Sugar Toasted Toots” that grab attention and make people talk about it.
By embracing what sets them apart, these brands don’t need to rely on massive ad spends to capture audience attention—they stand out naturally.
3. Prioritize Engagement Over Reach
In podcasting, the ultimate win isn’t necessarily reaching the widest audience; it’s about building deep engagement with the right listeners. Steve calls podcasting an “engagement medium,” one where quality matters far more than sheer numbers. Instead of getting caught up in download numbers or impressions, Steve advises brands to look at metrics that reflect true listener involvement, like time spent with the content or listener retention rates
Stop chasing downloads (where have you heard that before? 😏) and start creating high-impact, memorable content that reflects your brand’s unique voice and offers true value to your listeners.
Think of podcast engagement like a long-term relationship. Just as you wouldn’t propose on the first date, you can’t expect podcast listeners to convert immediately. Podcasting allows brands to build trust over time, and through repeated, valuable interactions, listeners become more likely to engage further with the brand and that next desired action. (So don’t forget to define your CTA well—but that’s another blog entirely.)
4. Get Creative with Formats
One of the most practical ways to add creative bravery to your content, according to Steve, is to break free from traditional formats. He shared a powerful example of how changing up content structures can bring new life to even the most common topics. A simple but innovative approach is to mix formats—consider framing business advice as a science experiment, or conducting leadership training through a play-by-play sports commentary. By delivering familiar content in an unfamiliar way, you catch audiences off guard and make them more receptive.
Steve shared an example of his branded podcast work with Dell Technologies exemplifies this approach. Instead of the typical thought-leadership approach, he and his team created Trailblazers, a podcast that tells the history of disruption and innovation in different industries. With high-profile host Walter Isaacson (author of biographies on Steve Jobs and Elon Musk), the show drew listeners in not with Dell’s story, but with stories from trailblazers across various sectors. The result was a high-engagement podcast that resonated widely, even outside of Dell’s immediate audience.
5. Market Your Marketing
Finally, producing high-quality, creatively brave content is just the first step. To maximize its reach, Steve suggests taking stock of your available channels—email lists, social media, websites, even employee communications—and using these assets effectively. Many brands underestimate the potential of existing channels to amplify their content because chances are, you have existing ways you can integrate your podcast into your marketing. The Firefox browser, for example, promoted its podcast beneath its search bar, while Trader Joe’s advertised its podcast on in-store signs.
The lesson? Don’t let a piece of content quietly sit on your website or social channels. Plan how you’ll promote it across platforms in a way that aligns with your audience’s media habits—don’t just check the box on basic distribution. There’s a good chance there’s a way you can include your podcast in your service or product (for free) that you haven’t thought of yet.
Embracing Creative Bravery for Real Impact
Steve Pratt’s message is a reminder that creative bravery isn’t just about big ideas and big budgets—it’s a mindset shift that can make a real difference in a world oversaturated with content. By treating content as a gift, emphasizing engagement, amplifying a unique brand voice, experimenting with formats, and marketing your marketing, any brand can make waves without a Hollywood-sized budget. The end result? A more engaged, loyal audience that values your brand for more than just your products.
So if you’re ready to capture attention and earn true audience loyalty, take a page from Steve’s book. Be creatively brave, and watch your brand’s impact grow.
