Sometimes I feel like being online is the equivalent of being screamed at by a million people all at once.

As far as how many ads we consume in a day, the internet has been divided. I've heard rumours that the number is in the thousands - which is absurd. However, that myth has been debunked, with the real number sitting around 130 (still a lot!!).

And what happens when we see so many ads, day in and day out? We start to tune them out, which means those ads become much less effective.

To be honest, it will likely end up having the opposite effect. Bombard your consumers, and they'll either develop a blindness to your ads, or you'll annoy them so much, your brand's reputation will suffer.

But if that's the case, what's the balm?

To capture your audience in a meaningful way, the quality and relevance of your brand messages are crucial.

Maybe your initial strategy of pumping out x number of ads per day is not converting. Or perhaps you don't have the resources or budget to churn out content 24/7.

Either way, a slow content strategy focuses on the long-term. It's not pushy or aggressive. There's no rapid fire click-baity BS.

It's intentional and thoughtful, putting quality over quantity. A slower message is a more soulful one, while still maintaining your aims and objectives.

So how does one implement a slow marketing approach?

Let's unpack (gently, of course.)

I don't mean their age groups, marital status, etc. These demographics aren't particularly helpful on their own. What you want to know is what your audience is interested in. What conversations are they having right now?

You can learn about your audience's interests and behaviour through desktop browsing data. You can also check out social media third-party data and conduct surveys or interviews.

Once you know what your audience cares about, their wants, needs, desires, concerns, the conversations they're having, and the like, you can decipher how to be a part of those conversations. This will help you understand what they might need from a brand like yours.

3 golden rules for your content:

You need to either educate, inspire, or entertain. This is the value your content adds to your audience's life.

So let's break these down...

Educate. For example, what are some common misconceptions surrounding your industry? What do you wish people knew about your job? How does your brand help people do XYZ? What benefit does your company bring to the world?

Inspire. Do you have customer stories that show how people benefit from your product or service in an uplifting and positive way? What are some methods or techniques you provide that spark joy and fresh ideas? How can people use your product or service in different ways than the expected?

Entertain. This could be 'world building content,' where the audience gets to know your staff or you on a personal level. It may help them understand what makes your business tick behind the scenes. You don't have to be a comedian to entertain your audience. Ask yourself, what are some shared frustrations among your customers? How can you turn that into relatable content?

Figure out which content style feels 100% right for your customers, but also for you.

Can you commit to meticulously planning out, scripting, and filming entertaining content? Or do you feel like you can add more value through educational content that you can create over a long period of time?

Only you know the answer. Just remember to take the time to plan these steps into the future to ensure you're presenting your brand in the best possible light.