How to Break Through on Social (Even If Your Brand Isn’t Magical): Expert Insights from Eric Gray
What does it take to create social content that truly connects with your audience? If you’ve ever felt like you’re posting into the void, you’re not alone — and this week’s Sticky Note Marketing episode will change the way you think about content forever.
Mary sits down with Eric Gray, social content expert and founder of Maverick Content Studio, whose career spans building social teams for global giants like EA Sports and Universal Studios. Eric has helped bring beloved worlds like Harry Potter, Jurassic Park, and Despicable Me to life online — and now he’s using that expertise to help brands of all sizes create story-led content that actually resonates.
This episode is packed with strategic clarity, permission-giving insights, and practical shifts you can apply immediately. Let’s dive into the biggest takeaways.
“Flip the script. Start with your audience’s world, not yours.”
1. Great Content Starts With One Simple Question: “What Does My Audience Want?”
One of Eric’s most powerful insights is also one of the simplest:
“Stop thinking about what you want to say — and start thinking about what your audience actually wants.”
So many brands approach content from their own perspective:
What do we want to promote? What do we want to announce? What message do we want to push?
But today’s audiences are playing by different rules. They want relevance, value, and connection — not broadcasts.
Eric’s advice?
Flip the script. Start with your audience’s world, not yours.
When you center the consumer’s desires, frustrations, curiosities, and motivations, your content becomes exponentially more engaging.
2. If You Have Customers, You Have a Story
Many small businesses think they’re “too boring” to tell compelling stories. Eric debunks this immediately:
“If you have customers, you have a story to tell… If your business disappeared from the world, what gap would be left?”
Every business — from florists to accountants to local makers — exists to solve a problem or fulfill a purpose. That purpose is the story.
The question isn’t:
Do you have a story?
The real question is:
Are you telling it in a way your audience can feel?
Even the simplest businesses have moments of transformation, impact, and emotional value. Stories don’t have to be dramatic. They just have to be human.
3. Emotional Connection Wins Over Traditional Marketing Tactics
Classic marketing has always focused on crafting the perfect message and distributing it through the right medium.
But today’s digital world requires more.
“When you’re talking about emotional connection between a brand and a customer, it has to be done differently.”
People don’t want to be sold to — they want to feel something.
They want to relate.
They want to connect.
Eric emphasizes that emotional storytelling isn’t “extra” — it’s essential. It’s what builds loyalty, trust, and engagement. It’s what turns a casual viewer into a raving fan.
4. Media Has Changed — Whether You Like It or Not
One of the biggest barriers Eric sees today?
Brands not understanding the opportunity right in front of them.
“People don’t understand that media has changed — whether you want to believe it or not. And we have to change with it to reach the next generation.”
Social platforms aren’t just tools — they’re the new media channels.
Every business is now a content creator, whether they choose to be or not.
The brands who adapt will thrive.
The ones who cling to old methods will get left behind.
5. The Opportunity for Small Businesses Has Never Been Bigger
While major brands have big teams and budgets, Eric points out something truly empowering:
Today, small businesses have access to the same platforms, same audiences, and same storytelling opportunities as the biggest brands in the world.
You don’t need a Hollywood budget.
You just need clarity, consistency, and the willingness to show up with purpose.
Final Thoughts: This Episode Is a Must-Listen for Any Business Trying to Stand Out Online
Eric Gray brings a rare combination of experience, practicality, and creative clarity. His approach isn’t about chasing trends — it’s about building connection, creating value, and showing up as a brand worth caring about.
If you’re ready to rethink how you show up online, this episode is your starting point.
