I would go farther and say "Steem is a place where content creators come to be rewarded" is a TERRIBLE message, because it isn't really true and basically sets up new users to be frustrated and disappointed. A huge part of the churn of new users is because that has been the advertising angle Stinc has used. Even if you want to advertise Steemit.com I think the better angle is to advertise it as a social media network where everyone can control what content they see, without an algorithm serving up ads or content it thinks you "want" to see. That is the value proposition of steemit.com as I see it, particularly in light of the growing backlash against Facebook.

But I totally agree with you - advertising for Steem should be focused on the Steem ecosystem and everything that is possible (of which, social media network is quite possibly the worst fit with the underlying blockchain technology - the amount of non-consensus transactions that are currently being handled on the Witness consensus layer because of the social media use case is crazy, and is not scalable to mass adoption).

Voted for ya :)