Modern Marketing 2025

Ultimately, the power of an idea-centric approach to content marketing boils down to one thing: focus. You cut through the clutter and make a lasting impression on your audience by rallying your content around a singular, resonant theme.

It's not about churning out more content; it's about making every asset serve a bigger story.

Step One: Define Your Category and Audience

Start by explicitly stating:

• What broad category you're in (e.g., "email marketing platform," "customer service software")


• Your specific sub-category or focus (e.g., "for B2B SaaS companies," "for online retailers")


• Key use case (e.g., "to automate sales outreach," "to manage customer support tickets")

Exampl... See more

There were real internal concerns about losing reach and access to social audiences, Constantine said, so Lush has invested in its own platforms. Its email newsletter has more than 500,000 subscribers, and its app has 1.75 million users, with around 60% of them opting to receive push notifications, Constantine said. To encourage customers to log in... See more

Still, Lush is not entirely offline—and its anti-social stance has a little wiggle room. As of now, the brand is still active on YouTube, LinkedIn, and Pinterest, and it operates an affiliate marketing program, which Constantine said is part of the brand’s larger word-of-mouth marketing strategy. With that said, the focus has largely been on buildi... See more

Brand & story marketing advantages

💡 AUDIENCE SEEKS COMMUNITY OR EDUCATIONAL CONTENT

When your audience is underserved by educational content or opportunities to connect with each other, you have an opportunity to fill this gap. When you treat your community and content like a “product” to drive top-of-funnel growth this advantage becomes stro... See more