The gap between brand messaging and user understanding is growing, and digital marketing approaches need to adapt quickly. We’re addressing this through new content strategies that embrace long-term goals, authentic value, and qualified lead cultivation.
As technological and commercial advances propel at an exponential pace, the learning curve required from potential customers is becoming steep—too steep.
In today’s digital world, brands and marketers are more frequently asking people to buy into new and complex ideas, which, no matter how groundbreaking and game-changing, require a cultural groundwork that does not yet exist in order to understand their benefits.
Examples range from Web3-centric services, which face the challenge of promoting new product classes developed for the physical-meets-digital world (a notion in most people’s mind, but not yet a fully-formed reality), to companies which have used data and technology to drive down into a niche or USP that people have not yet considered.
Here’s the crux: if the idea is not yet a concept in people’s minds, then how are brands supposed to market it? People don’t search for things they don’t know exist. A single-image ad is not sufficient means through which to engage a person in a completely new way of being. As innovation accelerates, more and more“unknown” products and services will appear.
These were the learnings that initiated a deep-dive into our approach. Paid channels continued to do what they’re designed to do effectively: drive traffic at various stages of the funnel through pinpointed, resonant messaging.
But here’s what we found was missing:
A 360° approach, utilizing content and paid ads together to create, educate, inform and communicate with users.
Awareness is no longer enough; the products being sold in 2023 and beyond will continue to stretch users’ understanding and engagement. A Super-Understanding tact has to be taken, building upon the brand-building tenets that we all already know:
Be a person, not a brand and educate thoroughly on relevant platforms.
Tell a narrative that isn’t too proud to spell out precisely what you do, down to the weeds.
Make shareable content that puts meaningful information over quick-wins.
How you can grow in 2023
We’re ready to take our learnings and use them to supercharge your business.
Our new offering includes:
• Market-leader and thought-leader industry reports and blogs
• Organic and paid content strategies
• Video and other interactive media
• Must-read newsletters
• Editorial created for a full-funnel
approach
• Tailor-made content packages
Get in touch today to discuss what our new content packages can do for you.
