The Peel with Turner Novak How to Build a Content Strategy + CPG Brand Lessons | Isaac Medeiros (Mini Katana, Kanpai Foods)
Aug 21, 2025
Isaac Medeiros, Founder of Mini Katana and Kanpai Foods, shares his expertise in building content-driven brands that rack up over 1 billion views monthly. He discusses the stark differences between TikTok and YouTube algorithms and emphasizes the importance of emotional engagement over mere follower counts. Isaac also reveals challenges he faced, like moving his supply chain to Mexico due to tariffs, and offers insights on launching freeze-dried candy products in retail. His strategies for viral content creation and audience loyalty are practical jewels for aspiring entrepreneurs.
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Build A Format-Driven Binge Bank
- Build content as a format-driven library that elicits consistent core emotions.
- Consistency and formats create bingeable catalogs people return to months later.
Measure Recurring Viewership Over Vanity Metrics
- Track recurring viewership and audience loyalty, not only raw view counts.
- Measure repeat monthly viewers and engagement as the real signal of content quality.
Scout Outliers, Then Adapt Fast
- Find platform outliers and copy the underlying format before iterating.
- Use outlier research tools, then experiment to adapt winning formats to your brand.