Be extremely clear about who your target audience is and the problem you are helping them solve in the context of their life. Doing so makes your content relevant to your audience’s life.
Entrepreneur brings up Puma, who “has shifted its content focus from functionality of soccer shoes to lifestyle qualities such as self-expression and leisure. Puma lets its audience experience the branded lifestyle.”
Audiences are spoiled for choice for content they choose to consume. If content doesn’t apply to your life, why bother? A stay-at-home mom has little to no interest in content about surviving your first year of military bootcamp.
Your job is to focus on lifestyle qualities, like self-expression and leisure. Not product functions.