Values in Marketing: The Secret Sauce That Turns Scrollers into Loyal Fans

You’ve probably heard a million times that “values are important,” yet skimmed post after post without ever learning how to actually put them to work in your marketing and content creation. Meanwhile, your feed is flooded with self-proclaimed experts bragging about their skills—dozens of them on Instagram alone—but you keep scrolling.

Why? Because talking only about “how good you are” gets boring fast.

Instead, you subconsciously land on the few experts whose personalities and values resonate with you.

You follow them… and (per a 2024 Sprinklr report) 79% of Gen Z buyers only purchase from brands they trust—and it takes about six months of consistent, values-driven content before you click “Buy.”

In a world overflowing with quick answers—Google, ChatGPT, TikTok hacks—people still turn to blogs and Instagram because they want a real human.

They crave stories, emotions, and authenticity—things no algorithm can fully replicate.

“Values are the bridge between what you promise and what people feel.”

Let’s dig into what values really are, how to use values in marketing, and how to build content pillars that generate endless post ideas based on what you stand for.

What Are Values—and Why Do They Matter?

At their core, values are the principles that guide your decisions and shape your worldview.

They aren’t abstract ideals—they’re what actually guide you through life and stand behind every choice you make: the spark behind every story you tell, every email you send, every campaign you launch.

✅My Story: I walked away from the 9-to-5 grind because I craved freedom—the ability to work from a beach café or a mountain cabin. I chose self-employment to feed my curiosity, diving into new skills and ideas every day. And I needed creativity—the space to experiment, to stumble, and to innovate on my own terms. Those three values didn’t just nudge me toward entrepreneurship; they became the heartbeat of everything I create.

Use this same approach: anchor your content in the values that light you up, and you’ll transform every post from just another article into an invitation your audience can’t resist.

• Connection: the need to feel close to others.

• Responsibility: the drive to protect and respect personal boundaries (think privacy).

• Well-Being: the desire for calm, focus, and balance.

Think back to the last time you read something and thought, “Wow, that could’ve been me.”

That’s what happens when you pour your real, everyday values into your content—you stop getting lost in the crowd.

Suddenly, you’re not just another voice; you’re the friend who gets them, the one they trust.

Conversations spark—people comment, share, DM you their own stories—and your blog or feed starts to feel like a cozy living room they can’t wait to revisit.

Real-World Example: Apple’s iOS Launches

Every time Apple rolls out a new iOS update, it isn’t a specs sheet—it’s a story that speaks directly to your values:

1. Connection. SharePlay in FaceTime isn’t just another feature. Apple says,

   “Imagine streaming a movie together while you chat—because being present matters most.”

2. Responsibility. App Tracking Transparency doesn’t merely block trackers. Apple declares,

   “Your privacy is non-negotiable; every app must ask before following you.”

3. Well-Being. Focus mode and revamped notifications aren’t gimmicks. They promise,

   “Your peace of mind comes first, with distractions paused until you decide it’s time.”

By aligning each iOS enhancement with connection, privacy, and calm, Apple doesn’t just list what’s new—they honor the values you live by.

The Data Behind Values-Driven Marketing

• 90% of Instagram users follow at least one business profile.

• 37.3% of U.S. Instagram users will make purchases via the platform in 2025; 29% already have.

• 70% of Instagram users engage with Stories daily.

Those numbers don’t skyrocket overnight. It takes months of delivering value—through your guiding principles, consistent tone, and helpful posts—before followers become customers.

Identify and Articulate Your Core Values

Before you  next step, pause and ask yourself: What matters most to you? Think of three or four values that light you up—both personally and professionally.

Examples:

• Freedom: Working from anywhere, on your own terms.

• Curiosity: The constant drive to learn, ask questions, and dive into new books.

• Creativity: Dreaming up fresh ideas and bringing them to life.

• Connection: Building community through meaningful conversations.

Action Step:

1. Grab a pen or open a blank doc.

2. Answer:

   • Which principles guide your daily decisions?

   • Whose values do you admire most?

   • When have you felt most aligned with your purpose?

3. Refine to three to five core values. These will be the north star for your blog.

Build Content Pillars from Your Values

Imagine you’re shooting a quick UGC video about why self-care matters so much to you. You hit record and look straight into the camera:

This morning, as I smoothed on my favorite lavender cream, I was whisked back to my mom’s nightly ritual—every time she’d pat on moisturizer, she’d spin me a bedtime story. That moment of warmth and connection taught me early that caring for yourself is an act of love, not vanity.

Suddenly, you’ve done more than demo a product—you’ve tapped into connection and nostalgia, and anyone watching feels that shared human moment.

Or imagine you’re drafting an email newsletter on productivity hacks. Instead of dry bullet points, you open with:

Remember when we were kids and our teachers told us to ‘sharpen our pencils’ before every test? That simple prep made everything feel possible. Today, my version of sharpening pencils is five minutes of guided breathing before I open my laptop—and it sets the tone for a calm, focused day.

You’ve woven in growth and well-being, and your readers can practically smell the classroom chalk.

On Instagram Stories, you share a behind-the-scenes clip of your workspace. As you pan from your laptop to a potted fern, you narrate:

I keep this plant here because my grandmother used to talk to her garden each morning—she said every kind word made those leaves flourish. Whenever I see these green shoots, I remember that creativity and care go hand in hand.

Now you’ve highlighted your values in a way that’s cozy and relatable.

Finally, when you write a blog post about overcoming the fear of public speaking, slip in a mini-anecdote:

The first time I stood in front of a class, I carried my mom’s handwritten recipe card in my pocket—her scrawl reminding me I belonged. That tiny scrap of paper grounded me, and now I teach clients to find their own ‘recipe card’—a personal touchstone that fuels their confidence.

You’ve anchored your advice in responsibility and support, giving every tip a human heartbeat.

In every piece—video, email, Story, or blog—you’re not just sharing advice; you’re sharing moments that

Action Step: For each pillar, brainstorm 3–5 post ideas. That’s 20 ideas from just four values!

Craft Authentic, Value-Driven Posts

Keep your values front and center with these steps:

1. Start with “Why”
   Open by reminding readers why this topic matters to you.

   “As someone who lives for remote freedom, here are my go-anywhere office essentials.”

2. Show, Don’t Just Tell
   Use personal stories or mini-case studies.

   “Last month, I edited a blog post from a mountaintop—here’s what I learned.”

3. Offer Actionable Takeaways
   Give clear steps readers can follow.

   “1) Choose a reliable VPN, 2) Pack a portable charger, 3) Test your setup before you go live.”

4. Pose Reflective Questions
   Invite engagement.

   “What’s one tool you can’t work without on the road? Share below!”

5. Close with a Value Reminder
   Tie back to your core value.

   “Every time you step outside an office, you honor your freedom.”

Two Contrasting Expert Styles

Imagine two coaches offering the same course—yet attracting totally different audiences:

• The Willpower Advocate

  • Values: Independence, Discipline

  • Style: Direct, motivational

  • Post: “Own Your Morning: 5 Rituals for Unshakeable Discipline”

  • Why It Works: Commands you to act. Feels like a rallying cry.

• The Gentle Healer

  • Values: Self-Acceptance, Harmony

  • Style: Soft, reflective

  • Post: “The Art of Pausing: How to Find Healing in Your Breath”

  • Why It Works: Invites calm reflection. Feels like a warm hug.

✅Lesson: You don’t need both approaches—pick the voice that aligns with your values and stay consistent. That authenticity turns casual scrollers into loyal followers.

Maintain Consistency Across Channels: Values in Marketing

Think about it: your blog post might be the spark, but every Tweet you send, every Instagram Story you share, every YouTube clip you upload—they all need to echo the same heartbeat. When you talk about freedom, don’t just write a post—you could:

• Tweet: “Woke up today in a tiny café by the sea. My office is wherever I choose. ☕️ #DigitalNomad”

• Instagram Story: A quick video panning from your laptop to the ocean, captioned “Office view! Who else loves working anywhere?”

• YouTube Short: “3 tips for staying productive when your desk is a hammock.”

Suddenly, you’re not shouting “Look at me!”—you’re inviting fellow freedom-lovers to see themselves in your life. That’s how you attract people who get you—your loyal community who comment, share, and eventually become your biggest fans.

✅Remember: everything in the world connects and flows from values. When you choose yours—whether it’s freedom, curiosity, respect, or connection—and build all your content around them, you’ll naturally draw in the right audience.

Your Value Checklist:

• Does this post, Tweet, or Story reflect one of my core values?

• Will someone reading this think, “That’s exactly how I feel”?

• Is my tone consistent—whether I’m direct or gentle?

• Does my call-to-action invite action that aligns with my values?

Use this checklist every time you create. That simple habit will keep your brand’s message crystal clear and bring you the community you’ve been looking for.