[DTC POD Ep. 184] - Jake Karls, Midday Squares: How to turn your brand into an influencer with content marketing

April 14, 2022
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In this episode, Jake dives into the strategy behind MDS’s content and discusses how celebrating the founding team is a competitive advantage, the importance of documenting the ups-and-down of being in a startup, and being unapologetically yourself.


Mid-Day Squares is the healthy chocolate bar company that’s built a name for itself through its bold content. Today on the pod, Ramon and Blaine are joined by the architect of Mid-Day’s brand voice & content strategy, Jake Karls, better known as the “Rainmaker” at MDS. As a Rainmaker, Jake is out there developing critical relationships with multiple stakeholders (i.e., press, investors, customers, etc.), cultivating the brand’s personality, and getting people excited about MDS.

1:17 - 4:27 Idea for Mid-Day Squares

4:55 - 7:38 Forming Mid-Days Content Strategy

10:07 - 10:55 Creating a Personality

11:48 - 13:32 Highs and Lows of Documenting Everything

14:00 - 17:55 Turning customers into fans

18:24 - 20:37 Celebrity Package Goods

20:58 - 23:42 Jake’s background and being a Rainmaker

25:14 - 30:46 Misunderstood and Hershey’s lawsuit

31:26 - 34:00 Getting everyone on board and therapy

34:45 - 38:00 Financing Content

38:13 - 42:33 Motivating young people

43:12 - 47:42 Evolution of MDS & DTC sales

This episode is brought to you by OpenStore:

Visit https://open.store to get a free, no-obligation offer for your e-commerce business from OpenStore in 24 hours.

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Jake Karls- CEO of Mid-Day Squares

Ramon Berrios - CEO of Trend.io

Blaine Bolus - COO of OmniPanel

Episode Transcript

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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Ramon Berrios
Founder and CEO at Trend
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Ramon has Co-Founded Trend. It is a curated marketplace of creators and brands. We help brands source high quality custom content. We love working with new, innovative companies that are changing the game.

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Co-Founded Seated,COO at Omnipanel
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Blaine Bolus is the Co-Founder of OmniPanel, the first software platform connecting CX & Internal teams.OmniPanel, backed by top Silicon Valley VCs, is building software infrastructure that powers cross-functional work, in an industry projected to be a $641 Billion Market in 2022.