Show, Don’t Tell: Why Content Marketing Works Best When You Prove Your Value

In content marketing, too many brands rely on statements rather than demonstrations. They tell audiences they are innovative, customer focused, or socially responsible, but fail to back it up. Phrases like “We care,” “We are different” or “We are passionate” are overused and often meaningless. Content marketing is not a press release. It is proof in action.

Your content is the best way to portray your reputation. It shows what your brand values are and that you can deliver. When audiences can see it for themselves, the connection is far stronger than if they are merely told about it.

Telling isn’t proving

It is easy to fall into the trap of explaining your brand. Many marketing teams default to copy that repeats familiar claims. “We are leaders in our industry,” “We care about customers”, or “Our products are innovative” can sound impressive at first glance, but without evidence, they are just words.

Audiences today are sceptical. They encounter thousands of marketing messages each week and have learned to filter out the ones that feel empty. Simply telling someone about your expertise or values is unlikely to break through the noise.

Content marketing is most effective when it demonstrates what your brand stands for. This can be as simple as showing how a product solves a problem, highlighting customer stories that illustrate your values, or creating insights that position your brand as a knowledgeable and reliable source.

For example, a tech company might say it “helps businesses grow,” but the claim only feels true when its content provides practical advice, data insights, or tools that genuinely help those businesses achieve results.

The principle is simple. Your content is your reputation. What you publish, share, and showcase is the evidence your audience uses to form opinions about your brand.

Check out our Visit Hull example of "Show, don't tell"

Showing builds trust

When audiences experience your brand rather than simply reading claims about it, trust grows. People respond to what they can observe, engage with, or test. They feel more confident in their judgements when they are connecting the dots themselves.

Think of the difference between a company saying “We are experts in our field” versus publishing insightful, actionable content that proves it. A guide, video tutorial, or practical resource demonstrates expertise far more convincingly than any claim ever could. The more you show, the less you have to say.

Psychology reinforces this approach. People trust evidence and demonstration over assertion. Seeing something in action validates it. Stories, visuals, data, and examples help audiences understand and remember your message. They create mental shortcuts that make your brand’s values and strengths clear without having to spell them out.

Showing can also humanise your brand. Content that includes employees, customers, or community partners gives your audience a sense of who is behind the brand and what the company really stands for. Humour, honesty, and creativity become tools that illustrate your culture and values, rather than simply describing them.

Brands that show, not tell

Patagonia demonstrates sustainability through consistent behaviour. Their campaigns highlight environmental activism, responsible sourcing, product repairs, and recycling initiatives. They do not need to state that they care about the planet because their actions speak for themselves. Consumers can see for themselves what Patagonia stands for, making the brand’s purpose credible and tangible.

Aldi is a great example of a brand that leans into its challenger status. Its content often pokes fun at bigger rivals like Tesco and M&S, using humour to make serious points about price and value. From witty Twitter replies to tongue-in-cheek ads that parody premium food campaigns, Aldi positions itself as clever, confident and in touch with everyday shoppers.

Nike shows personal achievement and resilience through individual stories of athletes and everyday people. By presenting these narratives, Nike demonstrates performance, resilience, and aspiration. Audiences do not need to be told the brand’s promise. They see it embodied in action. By contrast, Adidas focuses on teams, communities, and shared effort. While Nike inspires personal ambition, Adidas shows collaboration and belonging. The comparison illustrates how “show, don’t tell” can set your brand apart from your competitors.

Hull 2017's Make It Happen campaign is another example of "Show, don't tell"

Turning the idea into practice

To apply this approach, focus on how your brand can show across all content formats, including blogs, social media, newsletters, video, webinars, and more. Consider where your brand can provide tangible evidence of expertise, values, or benefits.

• Blog posts can highlight real customer outcomes, share lessons learned, or provide data that proves competence.

• Social media can feature behind-the-scenes content, employee stories, or humour that communicates culture.

• Newsletters can share insights, case studies, or updates that demonstrate authority and commitment.

• Video content can illustrate processes, products, or customer experiences in ways that words alone cannot.

Replace vague statements with evidence. Instead of saying “We care about our customers,” feature stories or testimonials that show customer impact. Instead of claiming “We are innovative,” highlight projects, product developments, or creative campaigns that illustrate innovation in action. A great tip for this is to write down your key messages and think, “what would we do if we weren’t allowed to say these words in any of our marketing”?

Wrapping up

Content is the most effective way to portray your reputation. Patagonia, Aldi, and Nike demonstrate how showing rather than telling builds credibility, engagement, and trust. By letting your audience observe, experience, and draw conclusions, you make your brand’s value tangible and believable.

Showing takes patience and thought, but the payoff is a stronger connection and more authentic content. Instead of explaining why your brand is great, let your content demonstrate that greatness.

Until next time, thanks for reading.