My favorite part of this strategy is that it fits online perfectly, cost little and size of the business doesn’t matter.
Earning attention is about thinking of yourself as a publisher of helpful content related to a movement that people want rather than a marketer who is trying to interrupt. This content is then spread (if its good) throughout the group that identifies themselves as part of the movement and invites them to come back and sign up. Then the brand has the ability of delivering anticipated, personal and relevant messages to the people who want to get them. Repeat.
I’m going to write more about the different tactics of this strategy in upcoming posts so stay tuned.