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Wake up, tune in, show up: The new rules of content strategy

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Wake up, tune in, show up: The new rules of content strategy

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Developing, crafting and executing an impactful content strategy has never been more difficult. We don’t need to tell you how distracting and cluttered the online and offline world has become. While there’s no escaping the noise – unless you take yourself away to hide in James Turrell’s Irish Sky Garden, where sounds of the outside world completely vanish – it is possible to cut through without shouting. 

Houston Group executive strategy director Daye Moffitt shares her tips and key takeaways for being heard. 

In a world plagued by an epidemic of distraction, traditional advertising finds itself at an existential crossroads. As consumers are bombarded with constant noise, the ability to simply tune out has become second nature. In this fractured landscape, the question isn’t just whether brands can break through the clutter; it’s whether their message can connect at all.  

A well-planned and highly measured content strategy offers a glimmer of hope, but it too is at risk of becoming part of the problem. With AI generating content at breakneck speed, we must ask: does the written word still have the power to inspire? Or has it become an endless stream of empty echoes?

Perhaps the answer lies not in saying more but in doing better. Words can persuade, but actions ignite belief – and now, more than ever, the world needs to believe… In themselves… In each other… In the power of hope and a humanity that’s more united. 

Brands that meet their audiences at the intersection of cultural relevance and social need have the unique opportunity to transcend storytelling and instead prove themselves worthy of far greater value. But belief is fragile, and credibility is the bedrock upon which it’s built. It’s not just what brands do it’s how and when they do it that inspires trust or adds to the noise.

Much like people, brands that talk too much risk losing credibility. We all know that person. The one with an opinion on everything, eager to share it – loudly, frequently and often unsolicited. As a self-confessed over-sharer, I get it. Humans are gloriously imperfect, occasionally slipping into a stream of verbal excess and more likely the by-product of subconscious programming over innate human nature. But that’s a topic for another day.

For brands, the lesson is clear: less noise, more meaning. Show up with purpose, speak thoughtfully and let well-placed silence do the talking.

Navigating this new reality isn’t easy. As someone with an undeniable enthusiasm for creating rules (and occasionally bending them), I’ve distilled four guiding principles to help brands thrive in today’s content landscape. To protect confidentiality, I’ve grouped our experience by sector rather than individual clients. Here’s what I’ve learned.

Curate with care 

Not every idea deserves airtime. Saying less often amplifies what matters most. Like a great wardrobe, content should be curated – prioritising depth over breadth to ensure messages resonate.

In the consumer goods sector, we distilled a complex product portfolio into a unified, engaging identity and subsequent messaging strategy. The result? A clear, memorable market presence that cut through the noise and connected across diverse audience segments.

Key takeout: In the new world, silence isn’t absence, it’s strategy.

Let actions speak louder

Reputation isn’t built on words – it’s built on meaningful actions. Bold initiatives, immersive experiences and values brought to life inspire trust and loyalty far more than promises ever could.

In the energy sector, we grounded a brand’s proposition in tangible progress like sustainability and innovation. Similarly, in transportation, we aligned bold actions with customer aspirations, transforming perceptions and driving advocacy in what can often be considered a tricky landscape.

Key takeout: Words promise. Actions prove.

Know your role in the conversation

Not every moment requires your input. The most impactful brands know when to listen, when to engage thoughtfully and when to step back. Discernment is powerful.

For a mobility project, we interpreted a global vision through a regional lens, uniting 17 markets under one compelling story. It wasn’t about shouting louder it was about showing up when it mattered and letting the audience lead.

Key takeout: Listening isn’t passive. It’s polite and it’s powerful. 

Wake up and tune in

From Sam Harris to Miley Cyrus (Flowers, anyone?), the world is having a collective awakening. Yet many brands seem stuck on snooze, churning out forgettable noise.

The hospitality and retail sectors have a unique ability to remind us of the importance of cultural presence. By tapping into the desire for everyday joy, we helped an iconic brand stand out in the saturated hospitality sphere. 

Key takeout: Be awake to what matters and show up for your tribe.

Audiences today are more conscious than ever. They value purpose, authenticity and integrity – and can spot a disingenuous brand a mile away. If you’re not tuned into this reality, you’re already behind. When a brand can tap into the deeper currents of consumer thoughts, emotions and perceptions, they don’t just grab attention – they hold it. 

In today’s attention economy, that kind of connection is worth its weight in gold.

Daye Moffitt is executive strategy director of Houston Group.

     
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