The Fundamentals of Content That Connects

What makes marketing content truly effective, especially in trust-based, professional industries? In this episode of Muhami Matters, Chris Adams is joined by Gareth Williams, founder of The Createologists, to explore the 5 fundamentals of content that connects: shareable, consistent, discoverable, targeted, and authentic.

They also unpack the power of storytelling, why real engagement matters more than impressions, and the often-overlooked importance of making content about “you” - the audience!

This conversation blends creative insight with practical strategies, making it essential listening for lawyers, consultants, and business leaders looking to stand out with purpose.

In this episode:

• The 5 Fundamentals of Content Strategy
• Storytelling as a brand-building tool
• Engagement over impressions
• Applying “you” thinking in content
• The story behind Gareth’s signature colour: orange

Guest: Gareth Williams – Founder, The Creatologists

Host: Chris Adams – Founder of Muhami & CJA Consulting

Topics Covered:

• Introduction to The Creatologists and Gareth’s mission
• Why orange is more than a colour
• The 5 fundamentals of effective content:

1. Shareable
2. Consistent
3. Discoverable
4. Targeted
5. Authentic

• The role of storytelling in brand trust
• What engagement really means
• Making your content “you”-centric
• Practical advice for law firms and consultants

Connect with Gareth:

📍 thecreateologists.co.uk

📸 @thecreateologists (Instagram)

Connect with Chris / Muhami:

🌐 muhami.ae

📸 @muhami.ae

Visit www.muhami.ae for legal knowledge and to connect with lawyers who can solve your legal issues.

Visit www.cjaconsult.com for marketing & business development services catering to professionals

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