While watching my seven year old daughter play soccer last summer I realized that the kids were behaving like brands.
Most of them would flock to where the ball is and the ball wouldn’t go anywhere and they would just keep kicking each other’s shins. Eventually, the ball would come out of the scrum and the one person who wasn’t in the group would have a clear path to the goal.
I feel like a lot of marketers go to where the ball is (gated content, webinars) and get lost in the shuffle and ultimately keep kicking each other’s shins. Then there is the player waiting outside the scrum (let’s call them Drift) that is ready to take the ball (conversational marketing) and score a goal.
It’s really tough to score a goal from the middle of a scrum.