Understanding Attribution and Brand Marketing
Successful brand marketing starts with understanding that attribution is a collection of influence, not a single point of reference. It’s a slow burn, not a bolt of lightning. It’s showing up consistently for a long time until timing and memory align.
30-second read (+1:39 watch)
The goal of brand marketing—employer or corporate—is simple:
Build your presence online to help your recruiters and salespeople more easily sell a job or a product. It’s about deals and hires.
That’s not interesting. This is:
Successful brand marketing starts with understanding that attribution is a collection of influence, not a single point of reference.
It’s a slow burn, not a bolt of lightning. It’s showing up consistently for a long time until timing and memory align.
Lacking this understanding keeps many marketers—talent and product—from creating things at scale and becoming the top-of-mind solution in their market.
They’re obsessed with brand alignment and things looking a certain way.
They want (need) to attribute a result to a single event, a single piece of content, a single interaction, when that’s not how job seeking and buying happens.
They are overly concerned with quality and therefore unwilling to test and experiment.
Unboxing your content and focusing on creating a collection of influence is the secret sauce.
If you can’t do this and choose to get caught up in perfection and instant gratification, you’ll struggle with this model.
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