How to Build Signal in a Sea of Noise (Without Selling Your Soul to the Algorithm)The biggest lie in digital marketing right now? “You have to be everywhere.”No, you don’t.You have to be trusted somewhere.In an online landscape where everyone’s yelling louder, pushing more content, and begging the algorithm gods for mercy, the brands that win are the ones who do something else entirely: they resonate.
How to Build Signal in a Sea of Noise (Without Selling Your Soul to the Algorithm)
The biggest lie in digital marketing right now? “You have to be everywhere.”
No, you don’t.
You have to be trusted somewhere.
In an online landscape where everyone’s yelling louder, pushing more content, and begging the algorithm gods for mercy, the brands that win are the ones who do something else entirely: they resonate.
Let’s break this down. Visibility isn’t:
Visibility is:
At Tangerine, we use a visibility model that flips the script:
1. Authority Content
This is your credibility currency. Thoughtful, specific, point-of-view-rich content that proves you know your stuff. Think essays, not carousels.
2. Relatability Content
Not vulnerable-for-engagement’s-sake, but honest glimpses behind the curtain. What shaped your thinking? What do you wish more people said out loud?
3. Proof Content
Case studies, screenshots, transformations. But not just before/after. Give us the how and the why.
4. Network Leverage
Visibility isn’t just about your audience, it’s about being seen by someone else’s. Thoughtful collaborations, strategic tags, guest features. Trust is transferable.
You don’t need to be dancing on TikTok if your people are reading longform on Substack. You don’t need to do morning reels if your credibility lives in panel discussions and smart podcasts.
The trick is to show up where you’re best, not where the internet is noisiest.
Forget the algorithm. Build your own audience.
[Let’s get visible]
