Why a Surround-Sound Strategy is Essential for Brand Visibility in 2025

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March 19, 2025

By: Catherine Bormann

Legacy media alone can no longer keep your brand top of mind—today’s consumers are turning to a diverse mix of platforms for information and engagement. With over 50% of adults under 30 trusting social media nearly as much as national news outlets, the way people consume content has fundamentally changed. To stay relevant, brands must show up consistently across multiple platforms—because if you’re not part of the conversation, you’re being left behind.

Earned media remains a powerful tool for credibility and reach, but it comes with limitations. It’s unpredictable and increasingly difficult to secure—you can’t control when or if a journalist covers your brand. Even a great media hit has a short shelf life and can fade quickly if not amplified strategically. While earned media builds awareness, it lacks direct engagement—making traditional media an important tool, but no longer enough to sustain a brand’s communication strategy on its own.

A surround-sound strategy ensures your brand shows up where your audience is, consistently reinforcing key messages across multiple touchpoints to deepen relationships with customers, employees, investors, and other key stakeholders. This includes:

  • Owned media (LinkedIn, Medium, Substack, company blogs)
  • Social media (TikTok, Instagram, X, industry-specific platforms)
  • Community-driven platforms (Patreon, Discord, Reddit, niche industry forums)
  • Podcasts, webinars, and newsletters that reach specific audience segments

According to McKinsey research, B2B buyers engage with at least 10 content pieces before making a purchasing decision. Further proof that a single media hit won’t move the needle —but layering earned media with thought leadership content and direct audience engagement will build lasting influence. 

To establish that influence effectively, brands need to take control of their own narratives—not just rely on external coverage. That’s where owned content, like newsletters and blogs, becomes essential. In fact, your company newsletter is more valuable than ever—it just needs to be reimagined with a surround-sound approach.

When used strategically, your newsletter becomes more than just a list—it’s a powerful tool for building relationships and driving engagement. A static, once-a-month email won’t keep your brand top of mind. Instead, your newsletter should serve as the foundation of a dynamic, multi-channel content strategy that extends far beyond the inbox. By breaking it down into short-form videos, social media posts, and even podcast discussions, you can transform a single newsletter into an ongoing conversation. 

A surround-sound approach ensures that your message isn’t just delivered once—it’s amplified, reinforced, and consistently engaging across multiple touchpoints.

For a deeper dive into how to make a surround sound strategy work for your brand, check out our full POV on the Year of Bravado here or watch our discussion on the topic here.

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