The Power of Content Strategy

Brian Eno, the brilliant musician and thinker, once coined the term “Attention Economy” to describe a world where our attention is finite—a resource constantly sought, competed for, and even bought and sold. In this landscape, content strategy is the art of capturing some of that attention to fuel brand growth.

But in an economy flooded with ideas, content strategy can feel overwhelming. Many brands, both new and established, can end up recycling stock ideas instead of pushing for fresh, engaging content. Playing it safe leads to brand stagnation—a loss of momentum in a space that demands ongoing energy and relevance.

At Bear Group, we see content strategy as an evolving roadmap that guides authentic, dynamic connections between brands and customers. Imagine a crowded room—standing out isn’t about talking louder or repeating yourself. It’s about listening better, understanding what people care about, and responding thoughtfully. In other words, content  Strategy can’t be static; it has to change as its customers' needs change.

The Case for revisiting Content Strategy in the Redesigns Process

We live by the mantra “right story, right time, right result.” It’s not just about telling a compelling story; it’s about adapting that story to fit the moment and evolving with cultural shifts. We call this dynamic content Strategy—an approach that keeps content fresh and gives brands the flexibility to adjust tone and explore new themes as they grow.

Whereas fixed Strategy risks feeling repetitive, dynamic content sparks new narratives and enables brands to resonate with audiences while staying true to their core. By allowing content to evolve, brands can maintain an authentic, consistent voice while ensuring their messaging remains relevant and compelling.

Micro Kickboard – A Quick Content Case Study

Micro Kickboard initially focused on dense, feature-heavy content, missing the emotional connection with their family and children audience. Recognizing their scooters as tools for shared experiences and joy, they shifted to a "Simplify to Amplify" strategy. This involved "showing" the positive impact of their products through storytelling, rather than just listing features.

By defining brand personas (Explorer, Caregiver, Innocent) and adopting a warmer, more relatable tone, Micro Kickboard prioritized concise, visually rich content. They moved from feature-focused language to emotionally resonant storytelling, emphasizing real family adventures. This strategic shift aimed to create a more engaging digital experience, highlighting the joy and connection their scooters enable.

Key Strategies:

• Storytelling: Shift focus to joyful storytelling that celebrates connection, family adventures, and memorable moments.

• Simplicity: Create a welcoming digital experience with clear visuals, playful, kid-friendly content, and a user-friendly website.


• Engagement: Tell a captivating brand narrative using campaigns that engage kids and showcase real families and authentic stories.

Design and Content have to work together

Design and distribution matter, but they’re not the whole picture. Jared Spool’s distinction between “the gift box” and “the gift” itself offers a useful perspective: design can make things look good, but without meaningful content and cohesive strategy, it’s just wrapping. Strategy is the gift itself—the idea, message, or story that gives meaning to a brand.

The Three (or Four) C’s of Content Strategy

So how does dynamic brand Strategy work? We won’t give away the whole game (drop us a line for that), but Bear Group’s content strategy revolves around three “C’s”:

1. Create: Stay relevant by making fresh content that speaks directly to your audience.


2. Consolidate: Merge similar content to avoid redundancy—your audience wants fresh perspectives, not reruns.


3. C(K)ill: This one’s tough but necessary—remove outdated, low-performing content to keep engagement high.

And then there’s a fourth “C” we lean into heavily: Curation. What’s the “so what?” What’s all this content in service of, and how does it contribute to a larger narrative that grows with the brand and surrounding culture?

The “so what?” might seem intuitive when done well, but it’s not always obvious. It requires a clear, coordinated strategy that links product offerings, messaging, and company culture. Without careful alignment, a brand can become a Frankenstein monster of disjointed ideas and voices.

That’s where we come in. At Bear Group, we create a framework that’s tailored to your business and built to adapt. We act as digital partners, constantly refining your brand’s direction to grow with your evolving goals. Going back to Eno, in the attention economy, there will be winners and losers. The brands that endure will be those that thoughtfully curate content—not just at launch but consistently over time.

In Closing

If you’re a DTC or B2B brand looking to maximize growth, reach out. Together, we’ll build a brand strategy that’s dynamic, relevant, and perfectly aligned with your company’s vision. At Bear Group, we don’t just support your future—we help create it with you.