[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 & Castmagic Chat

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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.