How Content Powers Marketing

In today’s hyper-connected digital landscape, content isn’t just part of marketing — it is marketing. From awareness to conversion, content is the thread that weaves brands into culture, conversation, and community. At the forefront of this evolution is Next Com, a communications agency that not only understands digital content, but is shaping how it works.

In a recent interview on the NBS Breakfast Meeting, Edwin Danze, CMO Commercial at Next Com, shared game-changing insights about the role of content in modern marketing:

“Video content is king. Your brand should evoke emotions and create relatable experiences.” That’s where the bar is today — not just visibility, but relatability. To win hearts (and market share), brands need to craft experiences that feel real, familiar, and human.

Short-Form Hooks, Long-Form Value

Danze also broke down one of the most powerful strategies in content today:

“Short-form content hooks the audience, while long-form content provides deeper value and edutainment.”

Short videos — the TikToks, Reels, and YouTube Shorts — are perfect for grabbing attention. But once you’ve earned that click, longer-form content turns interest into impact.

This is a key approach in how Next Com designs content strategies — mapping each phase of the customer journey with content that works where and how your audience consumes it.

Subtlety Wins in Branding

As digital fatigue grows, audiences are turned off by aggressive branding. Danze advises:

“Avoid over-branding videos, use either a hashtag or a logo, but keep it subtle.”

Modern content should feel like storytelling, not selling. At Next Com, we strike the balance — helping brands show up authentically and intentionally, leaving an impression without overwhelming the experience.

Platform-First, People-First

“Optimize for platforms because Instagram, Facebook, and TikTok require different video formats and styles.”

A 1:1 Instagram Reel doesn’t belong on TikTok, and a Facebook video won’t work as-is for Stories. At Next Com, we create content that is platform-native and purpose-built. This means more reach, more resonance, and ultimately — more results.

Show, Don’t Just Tell

“Show, don’t tell. Design content that compels and resonates with the end user.”

People want to see themselves in your brand. That’s why Next Com champions visual storytelling that centers the audience, not the product. Whether it’s lifestyle visuals, creator-led videos, or UGC-style reels, we make content that connects.

From Agency to Authority

As Next Com continues to grow, we're not just building digital strategies — we're building communities. We believe the future of marketing lies in relationships, and we’re investing in that future with the Next Com Influencer Program, designed to seamlessly connect brands to authentic voices within these communities.

With Edwin Danze leading our Commercial division, our agency is not only executing best-in-class digital strategies — we’re setting the pace for the industry. From content curation and creation to strategy, media buying, and analytics — Next Com is the digital partner for businesses that want to win online.

Content is no longer optional. It is the engine of modern marketing. But not all content is created equal. To succeed, brands must think like storytellers, act like publishers, and build like community leaders.

At Next Com, we don’t just understand this — we live it. And we’re here to help you own your digital space, the right way.

With Edwin Danze leading our Commercial division, our agency is not only executing best-in-class digital strategies — we’re setting the pace for the industry. From content curation and creation to strategy, media buying, and analytics — Next Com is the digital partner for businesses that want to win online.