Content Disrupted: Bold Takes on Brand Marketing Jay Acunzo on Resonance: How to Become a Sought-After Brand
Jul 25, 2025
56:51
Creating more content won’t help your business, if it doesn’t resonate with your target audience.
In this episode, public speaking and messaging consultant Jay Acunzo, joins @dbaptiste to unpack a major challenge in the AI-driven marketing world: Shifting from chasing search clicks to becoming a brand people actively seek out and choose.
Jay reveals why the “reach for reach’s sake” strategy doesn’t work: No amount of exposure will make your audience care. The real solution? Focus on resonance. He dives into the dangers of mistaking awareness for affinity, how generic expertise has become a commodity, and how to deliver high-conviction messaging that only your brand can own.
He doesn’t just critique the content hamster wheel; he offers practical advice on how to drive resonance:
In this episode, public speaking and messaging consultant Jay Acunzo, joins @dbaptiste to unpack a major challenge in the AI-driven marketing world: Shifting from chasing search clicks to becoming a brand people actively seek out and choose.
Jay reveals why the “reach for reach’s sake” strategy doesn’t work: No amount of exposure will make your audience care. The real solution? Focus on resonance. He dives into the dangers of mistaking awareness for affinity, how generic expertise has become a commodity, and how to deliver high-conviction messaging that only your brand can own.
He doesn’t just critique the content hamster wheel; he offers practical advice on how to drive resonance:
- How marketing teams can think like creators
- How content IP helps win business
- His x/y premise framework for crafting distinctive positioning
- The inside-out mindset that prevents positioning like a commodity
- The 4-part structure of a powerful pitch
If you're serious about winning more business in a crowded market, this episode is a must-listen.
Skyword is a full-service content marketing agency that helps enterprise marketers turn their expertise into category-leading content. Learn more at: skyword.com.
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Resources:
Jay Acunzo's Website
How Stories Happen podcast
Jay’s Newsletter
Skyword.com
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