Key Takeaways

Blasting more content doesn’t work — marketers must earn attention by delivering value through entertainment, education and relevance.

To cut through the noise, build strategies around what your audience actually cares about, using real consumer insights — not assumptions.

Marketers love to throw the term “engagement” around like it’s some kind of magic spell. Just create more content, fire off more emails and boom — customers will line up. Except, they don’t. The reality? Human attention is the most valuable and scarce resource out there. Traditional volume-based marketing, such as blasting out more ads, posts and emails, doesn’t work anymore. Research shows it now takes an average of eight touchpoints to make a sale, and most of those touchpoints only frustrate people

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