Meet Joe.


Joe uses his phone on and off throughout the day. He checks to see what his friends and family are up to, what’s happening in the world (ugh), and what’s happening in his neighborhood. He accesses his calendar, email, maps, web search, and instant messaging. And sometimes he just takes a break during those downtimes – like when he’s standing in an elevator – and looks at pictures.

He seeks out the things that entertain him, teach him something, or relate to him personally – and shares them with friends and colleagues.

Traditional advertising goes mostly unnoticed by Joe: pictures of cars telling him to find his nearest dealer, celebrities telling him what to drink, paid reviews about the magic of a household cleaning product, and so on. Joe has been using the Internet long enough for him to unconsciously identify and ignore blatant advertising messaging. If ads disrupt his flow – such as a pop-up or video that starts playing automatically – he might even have a negative reaction to the ad.

Sometimes, though, Joe comes across the kinds of content he already likes, only they happen to have been brought to him by a brand or a business. For example, he takes note of a real estate company that has curated a list of cool places in Joe’s new neighborhood. Maybe he’ll stop in their office down the street and see what it would cost to actually buy an apartment! He also sees an article comparing the price of a cronut to the cost of renters insurance. Lo and behold, renters insurance is something he needs.

Thus begins the content marketing journey…


Contact BlankSlate
 to see how we can begin the journey to bring Joe to you!