Travis Gonzalez

If you've spent any time on TikTok the past few months (if you are a marketer reading this, yes, you have), you've likely noticed an uptick in gloom. And it's not just from the steady drumbeat of socio-political turmoil fed to us by grassroots reporting - although that's certainly a contributor. No, something has fundamentally changed with the stories we engage with. Content creation itself, especially online media, has entered a new era of cynicism. Audiences find it harder to assess the truth.

Imagine you are a loyal customer at your local dinner spot. You’ve willingly shared your dietary needs, preferred ingredients, and special dates with your server. So, it’s not unexpected for the restaurant to remember and tailor everything from food suggestions to seating choices to delight you. Today, brands have the opportunity to be like your favorite restaurant, using the power of zero-party data to transform the information you volunteer into a personalized experience.

When it comes to brand storytelling, no one wants to be a one-hit-wonder. A prime-time Superbowl ad campaign might go viral the next day on Twitter, but without a consistent brand message that engages your audience long after the main event, the connection you've sparked with those potential customers will eventually burn out. The same rule applies to the B2B marketing world.