The way brands engage with their audience is evolving — fast. Traditional demand generation methods that rely heavily on intent signals or bottom-of-funnel tactics simply don’t cut it anymore. Why? Because the buyer journey has changed.

Buyers today don’t wait for a sales call to learn about your brand; they form opinions long before you realize they’re in the market. In fact, 95% of your audience isn’t actively shopping at any moment, but when they are, they already have a shortlist in hand. If you’re not on it, the opportunity is gone.

This is why winning mindshare — capturing attention and staying top-of-mind — is becoming the foundation of modern marketing. Enter mindshare marketing.

Mindshare marketing is the strategic approach of capturing your audience’s attention and staying top-of-mind by consistently delivering valuable, engaging content that builds trust and reinforces brand authority.

Instead of just chasing immediate intent signals or relying on transactional interactions, mindshare marketing focuses on building lasting relationships.

It’s about being present not just when your audience is ready to buy, but every step of the way — so when that buying moment comes, you’re the brand they already know, trust, and want.

The importance of mindshare marketing comes down to one key fact: trust drives decisions.

Buying groups are now the norm and decisions happen long before a demo, so influencing those early discovery moments is critical. The brands that win don’t just show up — they stand out, consistently educating, entertaining, and engaging their audience.

This means that mindshare marketing isn’t just about awareness. It’s about making sure your audience thinks of you first, whether it’s a new prospect considering solutions or a loyal customer deciding to expand their relationship with your brand.

There’s a crucial distinction in winning mindshare: it’s not about doing more, but doing it smarter. Here are some key elements to help you stand out:

Video is the most engaging content format, creating an emotional, visual connection that helps your audience both understand and remember your message. One long-form video — like a webinar or podcast — can be repurposed into 10–20 different assets (clips, social posts, blogs, and more) to reach your audience across multiple channels with ease.

Your audience interacts with your brand in dozens of ways — through LinkedIn, blogs, webinars, and more. To win mindshare, your messaging needs to be consistent and your presence steady. A scattered or inconsistent approach can lead to confusion or indifference.

It’s not enough to show up — you have to show up with value. Share insights, answer questions, and provide content that educates or inspires. The more helpful and relevant your brand is, the more trust you’ll build.

Winning mindshare requires producing a high volume of content efficiently. AI-powered tools can help you repurpose content, personalize messaging, and scale your efforts without overwhelming your team.

Mindshare isn’t built overnight, and it’s not static. Track the performance of your content, learn what resonates with your audience, and double down on what works.

Mindshare marketing calls for a shift in perspective. The buyer journey now begins long before intent signals appear, and the brands that flourish are those building trust and connection at every touchpoint.

By leaning into a mindshare-first approach, using tools like video to amplify your efforts, and consistently showing up with valuable content, you’ll not only stay top-of-mind — you’ll be the brand buyers can’t wait to work with.

Now’s the time to shift your focus from chasing intent to capturing mindshare. Your audience — and your pipeline — will thank you.

To help capture that mindshare when it matters most, check out Goldcast’s suite of AI video tools.