Jay Acunzo on Resonance: How to Become a Sought-After Brand

Creating more content won’t help your business, if it doesn’t resonate with your target audience. In this episode, Jay Acunzo (author, speaker and storytelling consultant at Unthinkable Media) joins Dan Baptiste to unpack a major challenge in the AI-driven marketing world: Shifting from chasing search clicks to becoming a brand people actively seek out and choose.

Creating more content won’t help your business, if it doesn’t resonate with your target audience.

In this episode, Jay Acunzo (author, speaker and storytelling consultant at Unthinkable Media) joins Dan Baptiste to unpack a major challenge in the AI-driven marketing world: Shifting from chasing search clicks to becoming a brand people actively seek out and choose.

Jay reveals why the “reach for reach’s sake” strategy doesn’t work: No amount of exposure will make your audience care. The real solution? Focus on resonance. He dives into the dangers of mistaking awareness for affinity, how generic expertise has become a commodity, and how to deliver high-conviction messaging that only your brand can own.

He doesn’t just critique the content hamster wheel; he offers practical advice on how to drive resonance:

How marketing teams can think like creators
How content IP helps win business
His x/y premise framework for crafting distinctive positioning
The inside-out mindset that prevents positioning like a commodity
The 4-part structure of a powerful pitch

If you're serious about winning more business in a crowded market, this episode is a must-listen.

Skyword is a full-service content marketing agency that helps enterprise marketers turn their expertise into category-leading content. Learn more at: skyword.com.

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