Your Audience Wants The Good Stuff, Can They Count On You To Deliver It?

Have you ever fall in love with something so good… and then it vanishes?

We had this ice cream shop open in our neighborhood nine years ago. It was magic. Bold flavors, that kind of buttery waffle cone you could smell from the street.

We went there constantly. Then, after just two seasons, it closed.

We still talk about it. Still miss it. Still compare every cone to it.

Something new popped up recently. A stand that sets up from time to time, no set hours. But when it is there, it's damn good ice cream. We stop in whenever we catch it.

But the problem is that it’s inconsistent. We can’t plan around it. It’s a treat when it’s there, sure. But it’s not something we rely on.

There’s a parallel here about how brands show up.

Especially in sports marketing, where the stakes are high and attention spans are short, if you're not consistently delivering value, your audience will find another flavor.

You can’t just drop in when it’s convenient or when there’s a big game. You have to be part of the ritual.

Here’s what I see too often:

– Great creative ideas, but scattered execution

– Big campaigns, followed by silence

– One-off activations, no follow-through

It’s not that your content isn’t good, it’s that your audience can’t count on it. And just like our ice cream pop-up, it starts to feel like a bonus, not the go-to.

So what’s the shift?

Start treating your content like it belongs in their routine.

– Give them consistent touchpoints

– Keep it snackable, strategic, and story-driven

– Show up when it matters and when it doesn’t

I work with teams to build that kind of rhythm, especially in B2B sports marketing. Because great content isn’t just about impact. It’s about showing up again and again until you’re part of their world.

They don’t just want something good.

They want something they can trust.

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