In the age of real-time dashboards and streaming data it can be easy to overlook archiving.
A former client reached out, they don’t think their new marketing is working as well. Problem is, they (or their new agency) deleted the GA4 we gave them. They don’t have a benchmark to verify their hunch.
Maybe PDF that dashboard before the reporting call each month.
There are five keys to a good podcast trailer. And they work for any messaging:
energy,
show-name recall,
topic clarity,
ease of understanding
and authenticity
Pair this with the research owning flaws and being open to feedback improves outcomes and you’ve got a solid brief foundation.
How many of these does your messaging check off?
Genres, like generations, are garbage.
food podcasts account for less than 1% of mentions of food delivery companies. Yet food podcasts were receiving roughly half of the ad spend from food delivery brands. That’s a fundamental mismatch.
Why? Because delivery is not a food passion behavior. Delivery is a time-management solution.
Why over what.
Matching industry to genre is the lazy route.
Matching solution to mindset is the way.
More from the CEO:
The question for any brand is: do you want to participate in the conversation that’s already happening about you, or not?
Yes, moving the goalposts can be a trap.
But installing them with concrete isn’t what makes them useful.
Search is an action. To benefit from the action, first make people aware (according to new research).
The study found that brands with higher awareness commanded greater share of search, where every five points gained in brand awareness translated directly into five points of share of search
Smaller brand = bigger impact
Investing in brand is expensive in the short run and cheap in the long run.
The Death of Best
A classic positioning play is to call yourself “the best X.”
From broad: “the best CRM”
To narrow: “the best time tracking software for freelance programmers”
But in all cases it involves the seeker being explicit about the solution they are in search of.
The rise of personalization—accelerated by AI—means there is no longer a global best*. Or even a need to start with a specific solution in mind.
Every shopper is now building a personal contextual layer that adds another filter to the selection process (whether deliberately or just through the use of algorithmic tools).
As a basic example, a user may search for “best car” but their contextual layer can understand what they really mean is “what is the best mid-priced car for a family with elementary school age kids…etc & so on” based on the accumulated understanding from prior queries and tasks.
For humans, your brand is a story.
For algorithms, your brand is a list of attributes to be matched against.
Two sides of the same coin. Same core, different package.
*there was never a global best
Ways To Think About AI: The Care Factor
All the terms used in / for AI are geared towards the brain: intelligence, learning, neural, thinking, etc. These are not terms of the heart.
Or, as Tom Webster wrote:
But this is the one thing you CAN and MUST do, no matter how much or how little you embrace AI: you must care. Claude cannot care. But you can care. You can ensure that the craft is evident, that the hand of the watchmaker is revealed in the workings of the watch, however it is made.
But care is not just about how you differentiate, it’s about how you deploy as well.
The constant of AI is the person choosing to post the content. Behind every sloppy email and sketchy article full of genAI tells, there’s a person who decided that was good enough to publish.
Taste + discernment + care
It’s not just purchases consumers are getting more deliberate about
audiences’ shrinking attention span is a myth…consumers are instead making deliberate choices about where to direct their attention. People still devote hours to podcasts, newsletters, documentaries, and long-form video when genuinely interested. What’s changed is how ruthlessly they filter everything else. … consumers don’t reward content for being brief, they reward it when they believe they’ll get something valuable in return.
People have more choice and control than ever. Why should they choose you?
Continuing my recent series of posts about the consumer mindset…
What is “value” for consumers?
value is increasingly defined not simply by price but by a product’s ability to meet specific needs, improve daily life, and deliver a meaningful period of ownership.
For tech, this is
products that deliver stronger utility, productivity, and long-term value
creating opportunities for brands that clearly connect innovation with everyday consumer needs.
Price is the cost.
Value is the return.
Even consumers want a positive ROI.
via Circana