The news media landscape continues to change and with those changes come new challenges and opportunities for journalists and for those seeking to tell their stories through the media.
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When organizations face turbulent times, historically the first line item to go – and the last to be restored – is marketing. Why? Because it’s often seen as non-essential or less important than other business operations. Statistics show that during the pandemic, “the proportion of company revenue allocated to marketing was cut almost in half, from an average of 11% in 2020 to 6% in 2021,” according to the GartnerCMO Strategic Priorities Survey 2020-2021. Despite the influx of more cost-efficient digital and content tactics to reach customers and attract new ones, external marketing efforts remain on the decline.
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“Our goal is to create synergy that will help us pivot to new strategies when we utilize the talent of our right-sized organization while also finding quick wins.”
Wait, what? We’ve all read these things in internal memos or heard them come out of the mouths of leaders. And something happens when we hear these words and phrases used over and over – we check out. For me, I immediately start creating my grocery list or mentally reciting the lyrics to the last song I heard on my way into the office.
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For the past few decades, we’ve seen the size and scope of our clients’ internal marketing teams ebb and flow. Some have even gone as far as branding their in-house teams to feel more like an agency. Regardless of the size of your internal marketing teams, there’s always a need for an outside perspective – an objective point of view that only an external agency partner can provide.
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Stress is at an all-time high. New channels and platforms for communication emerge every day. Privacy terms and algorithms change daily. People are losing their trust in media and big business. More and more people are contributing to the “noise” than ever before. Are you feeling overwhelmed? That’s totally understandable.
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Many media budgets declined in 2021 as the pandemic continued to create uncertainty in the marketplace. The trend may continue in 2022, which means identifying creative ways to reach target audiences efficiently will continue to be vital. In our latest Shoff Chat, Borshoff digital media and analytics leader Jordan Overton and Q1 Media’s Ryan Blute shared upcoming trends in digital strategies that are helping marketers stay fresh and effective in the ever-changing media landscape.
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“We’re a category of one...”
“There’s nobody who does what we do, the way we do it...”
“We’re reinventing the market...”
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Communicating well in a crisis is critical to maintaining good relationships with stakeholders, but what happens when the crisis is born out of diversity, equity and inclusion issues? Our most recent Shoff Chat guests shared their experience counseling clients who had to rebuild trust after a DEI crisis.
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As a native of Puerto Rico, I cherish and celebrate Hispanic Heritage Month. But its importance to me doesn’t come from a solid and steady connection to my heritage – it actually comes from my fear that I’d lost that connection, and my determination to get it back.
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Everyone is talking about content, but why is it valuable and how do you ensure you’ve developed the right strategy and processes for generating good content? On a recent Shoff Chat, our guest Andi Robinson, Global Digital Content Leader for Corteva Agriscience, shared her perspectives on content marketing and the keys to building an effective content strategy, no matter how big or small your organization.
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