In creating content, don’t be speaking of yourself or your company at all times. Fill that content hole with things that interest your group. Brands have always hooked up with audience interests, from sponsoring race cars to charity fund runs. Some brands hire spokespersons from the sports or entertainment arenas. You may not have the budget for that, but you likely already know what your customers want. Simply give them cool content about stuff that interests them.
For example, if your customers are mostly male, write an article about men’s health issues, shoot a video about extreme sports, or a publish a photo you took about a meet up with a comic book creator. It’s definitely not an article about your brand. That’s a press release, or advertising.
It’s scary to release content that isn’t directly about you. But it still comes from you, and therefore helps your audience identify you with things they like. Give your audience neat things that they are interested in and you are on your way to creating your tribe.