Steve Pratt, co-founder of Pacific Content and author of 'Earn It', dives deep into the art of meaningful marketing and storytelling. He discusses how many marketers get lost in short-term tactics and why brands must embrace bravery and authenticity. With insights on the content saturation challenge, he emphasizes producing quality over quantity. Pratt also explores how brands can position themselves as media powerhouses and warns against the lure of algorithm-driven strategies, highlighting the irreplaceable role of human creativity.
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volunteer_activism ADVICE
Be Consistently Awesome Over Time
Consistently show up and create content over time to build trust and audience loyalty.
Commitment to regular content forces creativity and deepens your engagement with the topics.
insights INSIGHT
Brands' Hidden Audience Power
Building an audience is harder today due to content saturation and platform sophistication.
Brands have untapped audience-building advantages through their existing channels and assets.
insights INSIGHT
Visual Medium Demands Visual Content
Simply uploading audio recordings to YouTube won't succeed as a video strategy.
To excel on video platforms, content must leverage visual storytelling and engaging editing.
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Welcome to episode #984 of Six Pixels of Separation - The ThinkersOne Podcast.
Steve Pratt knows how to earn attention - and not in the algorithm-chasing, trend-hopping way most marketers talk about it. As the co-founder of Pacific Content (the first agency dedicated to branded podcasts), Steve helped pioneer a model for long-form brand storytelling that respected the audience as much as it served the client. Before podcasting was a thing brands took seriously, Steve was guiding companies like Slack, Facebook, Shopify, BMW, Adobe, and Charles Schwabinto a new kind of media - one built on trust, consistency, and real creative value. That experience forms the foundation of his new book, Earn It - Unconventional Strategies For Brave Marketers. In this conversation, he unpacks why so many marketers are stuck in short-term thinking, how performance marketing is cannibalizing brand, and what it really takes to build content worth someone’s time. There’s insight here on the difference between being loud and being relevant, on why the future belongs to brave brands with a point of view, and how AI may flood the market with content - but only humans can still make something remarkable. Steve’s career started in TV production, moved through digital innovation at CBC, and has now landed at the intersection of creativity, business strategy, and media design with his newest venture, The Creativity Business. His message is simple: the only brands that win long-term are the ones willing to put in the work, respect the audience, and be consistently great over time. For anyone wrestling with content strategy, podcasting, or how to think like a media company - this one’s a masterclass. Enjoy the conversation...
(00:00) - The Journey of Podcasting. (02:58) - Consistency vs. Relevance in Content Creation. (06:05) - The Landscape of Media Companies vs. Individual Creators. (08:58) - Audience Development in the Digital Age. (11:49) - The Nature of Podcasts vs. Video Content. (15:09) - The Evolution of Podcasting and Video Strategies. (17:49) - The Role of Sensationalism in Media. (20:52) - Quality vs. Mediocrity in Content Creation. (33:37) - The Challenge of Earning Success. (34:44) - The Longevity of Podcasting and Audience Engagement. (39:01) - Niche Marketing and Brand Media Companies. (42:59) - The Pressure of Performance Marketing. (50:00) - The Role of AI in Content Creation. (01:03:16) - Red Bull: A Case Study in Media Innovation.
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