Content strategy is usually the first thing a business asks for, and it should almost never be the first thing built. Content without positioning underneath it is noise on a schedule. Once the foundation exists, content becomes the compounding asset that builds recognition and trust over time, provided it is built on evidence, not instinct.
Mental availability beats persuasion
Byron Sharp, director of the Ehrenberg-Bass Institute and author of How Brands Grow, built a career-long argument against the idea that content wins by persuading people in the moment. His research shows brands grow primarily by being easy to notice, recall and buy from a wide population of buyers, most of whom are not in-market yet.
This reframes content’s job. It is not there to convert every viewer today. It is there to build memory structures that convert someone in six months, when they finally need what you sell.
Test the choice, not the opinion
Dr. Flint McGlaughlin, founder of MECLABS Institute, spent decades running controlled experiments on what actually changes human choice online, rather than relying on opinion or convention.
His central discipline, treat every content and messaging decision as a hypothesis to be tested, not a preference to be defended, is a useful corrective for businesses that plan content around what feels right rather than what is proven to work for their specific audience.
What this means in practice
The practical output of these two ideas together is a content system built for consistency and evidence, not virality. Pillars that repeat the same core positioning in different formats.
A willingness to test headlines, hooks and formats rather than assume the first version is right. And patience with the fact that most content is doing its job even when it is not generating an immediate reaction.
| THE PRINCIPLE – Byron Sharp, Director, Ehrenberg-Bass Institute Brands grow by being easy to notice and recall across a wide population, most of whom are not ready to buy today. Content’s job is memory, not persuasion. |
Frequently asked questions
Why does content strategy come after brand and messaging work, not before?
Content strategy defines what a business says consistently, across which channels, to build visibility and trust. It only works once the underlying positioning and messaging are settled, otherwise it is amplifying confusion, not clarity.
Should content aim to go viral?
No. Reach that does not compound into recognition is close to worthless. The goal is consistent, recognisable presence that builds memory structures over time, not a single spike in attention.
How do we know if a content strategy is working?
Not by likes. Look for recall, direct search for the brand name, and enquiries that reference specific content. These indicate the content is building memory, not just noise.
Build content plans for compounding recognition, tested rather than assumed.
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