Companies with multiple product lines targeting similar demographics should consolidate them under a single social media presence. This approach broadens content variety, prevents audiences from being siloed, and makes it easier for customers to discover and purchase from the entire product catalog.
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Stop creating separate social media accounts for different content types. Modern algorithms prioritize serving individual pieces of content to the right audience, regardless of your account's history or niche. A single high-quality post will find its viewers, making account-level siloing obsolete.
Instead of centralizing all content on one brand account, ClickUp creates an ecosystem of pages like "ClickUp Comedy" and "ClickUp Memes." These niche accounts build their own dedicated audiences and can grow faster than the main brand page, creating multiple entry points into the ClickUp universe.
Instead of siloing brand and demand, view them as a unified function on a spectrum. The only difference is the scale of the audience, from mass market (brand) to a targeted market (demand). This reframes the relationship and encourages integrated thinking rather than creating separate camps.
A successful content strategy isn't random. Each post must have a specific job. Content should be intentionally designed to either attract new followers, nurture the existing community to build trust, or directly drive sales with conversion-focused messaging.
Traditional strategy forces "either/or" choices due to resource constraints. On social media, where distribution is cheap, the best strategy is "and." Don't choose between two brand names or content pillars; create content for both. This allows you to test what resonates with different audience segments without artificial limitation.
Don't judge channels like Facebook Ads or direct mail in isolation. True marketing success comes from a 'marketing mix' where multiple touchpoints—like yard signs, retargeting ads, and wrapped trucks—work together to create a compounding effect that builds brand recognition and momentum.
The traditional "one-to-many" broadcast model no longer delivers sufficient reach or engagement. Unilever now uses a "many-to-many" approach: the brand develops multiple message expressions, then activates creators to communicate them authentically to their respective audiences.
The first step in aligning brand and ABX is not tactical planning but narrative alignment. Bring sales, marketing, and brand leaders together and ask: 'If a buying group engages with us, will they hear one story or three?' Only when the answer is 'one story' are you ready to integrate efforts.
The traditional divide between B2B and B2C marketing is obsolete. Effective brands must speak to business and consumer audiences with the same authentic voice, bridging efforts to create a cohesive identity, much like how the NFL mothership brand supports individual team brands.
The old strategy of a single brand account across multiple platforms is obsolete. A more effective modern approach is to supplement the main account with numerous persona-driven accounts (human or AI-generated). This distributed model creates a more authentic presence and multiplies the chances of content going viral.
