Frightening Content Gaps: Storytelling That Humanizes Your Brand
Halloween is a good time for costumes. Your business, however, should not have to hide behind one.
This October, the Historic Irvington Halloween Festival returns October 24–31, ending with its Halloween Street Fair on October 31. In Garfield Park, the Farmers Market continues Saturday mornings through October, while the Haunted Conservatory is scheduled for October 29–30. These neighborhood gatherings offer plenty of inspiration for a seasonal story.
Imagine stopping at a market booth and asking a maker how something was created. Suddenly, you are discussing a challenge, a technique, or the reason the business exists, not just a price.
Your online content can invite that same conversation.
This Halloween, take customers behind the mask of your brand.
The Frightening Gap: Customers See the Product, but Not the People
Look at your last five posts. Do they explain only what you sell, or do they reveal something customers could not learn from a competitor’s product page?
A service announcement has its place. So does a promotion. But when every post is another offer, you leave important questions unanswered: Who will customers work with? How does your team solve problems? What have you learned through experience?
Without those answers, your business risks sounding interchangeable with everyone else.
Google’s people-first content guidance encourages original information and firsthand expertise. That is a useful starting point: share knowledge your team actually possesses, rather than filling another post with general claims about quality.
Build a Three - Episode “Behind the Brand” Series
You do not need an endless podcast schedule to begin. Start with three focused conversations that answer real customer questions.
Episode 1: The problem we set out to solve.
Invite a founder or longtime employee to explain the frustration that inspired the business. Keep the customer central: What was difficult, what needed to change, and how did your approach develop? A short video excerpt could answer, “Why did we start doing things differently?”
Episode 2: What customers never see.
Show the preparation behind the finished work. A repair business might demonstrate an inspection step; a professional-services team might explain how it prepares a recommendation. Pair the conversation with behind-the-scenes footage that makes the process visible.
Episode 3: What experience has taught us.
Ask an expert to explain a common misconception or a difficult decision. An approved customer example can illustrate the problem, the options considered, and the outcome. Use verified details and obtain permission before identifying a client.
These conversations can become thought-leadership content because they explain how your team thinks, not simply what it sells.
Give Halloween a Role, Not the Entire Script
Use seasonal titles such as “Behind the Mask” or “A Business Myth Worth Burying,” but make the substance useful after October ends.
For each short video, choose one question and one clear takeaway. Publish a supporting article that expands on the advice and directs readers to the relevant service page.
Include accurate captions. The World Wide Web Consortium’s captioning guidance explains how captions communicate speech and important sounds, making video accessible to people who are deaf or hard of hearing.
The Halloween theme earns its place when it introduces a meaningful story—not when it replaces one.
Measure Useful Engagement, Not Just Longer Visits
Low time-on-page deserves investigation, but it does not automatically mean your content failed. Someone who quickly finds your phone number and calls may have accomplished exactly what they intended.
In Google Analytics 4, engagement time reflects time with your webpage in focus. Review that information alongside completed inquiries and video engagement, where tracking is configured.
Ask whether people are taking the next step. The goal is not to keep visitors on a page unnecessarily; it is to help the right customers understand your value.
Why Moser Marketing Services?
Moser Marketing Services, part of Moser Consulting, helps Indianapolis small businesses bring their expertise into view through brand messaging, content creation, marketing videos, and podcasts. Our team connects the story, visuals, and delivery so your content sounds like your business—not a generic sales pitch.
For an example of expert-led conversations, explore Moser Consulting’s ASCII Anything podcast, which features discussions with the company’s specialists.
We bring experienced, personal support and can help shape a project around your goals and budget. Start with the questions your customers already ask, then turn your answers into content worth hearing, watching, and sharing.
