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Video Summary (generated by AI)
- The core discovery mechanism for digital content has shifted from primarily Google keyword searches (2000-2012) to diverse platforms like YouTube, LinkedIn, Reddit, Instagram, and TikTok.
- Digital marketing hasn’t caught up quickly enough with these behavioral shifts, creating a lag between where audiences are and where marketing focuses.
- There’s a need for businesses and marketers to better understand their audience, from where they consume information to what keeps them up at night.
- Content creation should target pressing issues or questions in the audience’s minds, with a focus on a central idea or “line” to keep viewers engaged.