Marketing is no longer just about what you sell – it’s about who you are. In a crowded marketplace and the world of AI, businesses that stand out are the ones that let their workplace culture shine through.
At Threesides, September is a big month for culture with our annual retreat and sharing lots of behind-the-scenes content of our experience this year at Mona Farm. We do this because a) we love what we do (Threesides value!) and b) culture is the story behind the brand and a very powerful marketing tool.
Why we put our culture front and centre
For us at Threesides, showcasing our workplace culture isn’t just feel-good content – it’s strategic marketing. Our annual retreat, team activities and collaborative project work aren’t just internal activities. They’re authentic glimpses into who we are that help attract like-minded clients, future Threesides, trusted suppliers, and community partners.
Take our birthday cakes, for example. When we share content about our team gathering to celebrate someone’s birthday, we’re not just documenting office celebrations or making you jealous that you don’t get cake today. We’re showing potential clients that we’re the kind of agency that values our people, takes time to celebrate milestones, and creates a workplace where everyone matters. That matters to the business owners and organisations we want to work with because like us they are people who genuinely care about relationships and connection.
The Threesides approach to culture marketing
Our customer journey often starts long before someone fills out our new client form on our website. It often begins with an interaction with one of the team, a presentation with Todd, a chance meeting at a networking event or even experience with our Threesides alumni that continue to represent us well after they leave Threesides.
We also see new client traffic from our socials channels because it’s a way potential clients can try before they buy our content or get a feel for what it’s like to work with us ahead of engaging with us directly. This traffic is commonly related to posts that champion our existing clients, if a new client is looking for an agency with industry specific experience or already love the client we profiled at that time.
This approach has helped us build lasting relationships with clients across tourism, health, education, and hospitality. They don’t just choose us for our Google Partner status or our data analysis skills – though those matter. They choose us because our culture shows we’re the kind of people they want in their corner.
AI can’t replicate authentic culture
I’ve been asked countless times recently, “Does Threesides use ChatGPT?” The answer is yes, along with a bunch of other AI tools. We’ve been using, developing, and analysing AI tools for more than two years. And is AI replacing our team? Our jobs? Is it cheating? No, no, and definitely no.
AI tools are brilliant for brainstorming ideas and creating outlines – this blog even started with an AI-generated structure. But AI software is only as good as what you train it to be, and it definitely doesn’t capture the authentic moments that make Threesides who we are. It can’t replicate the genuine excitement when our team are there when a client launches a new campaign or the warmth of gathering to celebrate a team milestone.
Those human moments, those cultural touchpoints – that’s what turns prospects into clients and clients into long-term partners.
Image credit: Includes candid moments captured by the Threesides team and Mode Imagery.
How our culture shows up in our marketing
Every business has a culture – the way you treat your people, what you celebrate, and how you work together. At Threesides, we’ve found four key ways to weave our culture into our marketing that genuinely connect with our audience:
Staff spotlights – We regularly feature team members across our social channels, highlighting not just their marketing expertise but their personalities and passions. This shows potential clients the diverse skills and genuine enthusiasm behind their campaigns.
Behind-the-scenes content – Whether we’re setting up for a client event, collaborating with a new client, or simply enjoying lunch together in the sun, this content gives audiences a real glimpse of what it’s like to have Threesides as your marketing department.
Celebrating values in action – Our values of connection, and genuine love and care aren’t just words on our website. We share stories of how our team lives these out day-to-day, from going above and beyond for clients to supporting local community events.
Client stories – The way our culture impacts our client service shows up clearly when we shine to spotlight on our clients. When clients talk about feeling like part of the Threesides family, or mention how we adapted our approach based on their feedback, that’s our culture at work.
Culture is your competitive advantage
In the digital marketing space, technical capabilities can be replicated. Certifications, analytics expertise, and campaign management skills – these should be the minimum requirements for an agency. What can’t be copied is the way your team works together, celebrates wins, and genuinely cares about client success.
Our culture content always gets more engagement than our technical posts because it’s relatable and real. And when a business owner is ready to choose a marketing agency, they will always remember the people not the tech.
Culture isn’t something to keep behind closed doors. The most effective businesses weave their culture into their brand storytelling – from the tone of their website copy to the imagery they share on social media. Those everyday moments of collaboration, celebration, and genuine connection become powerful proof of who you are as a business, building trust in your brand and ultimately leading to conversions. And in a world where AI can generate content but can’t replicate authentic human connection, that cultural authenticity is your secret marketing weapon.
Ready to let your culture tell your brand story? Maybe today’s the day to connect with us and complete your very own new client enquiry form.