Mountain to Mohammed
Andrew Carrier
Strategic marketing and communications leader | Financial Services | Fintech
It's time to bring your audience back to your own platform.
Read on?to learn why:
①?Forward-thinking media organisations?are going back to the future.
②?Your stories deserve a platform of their own, worthy of your audience.
③?Real use cases and proper regulation?will unlock digital asset benefits.
④?The barriers to institutional adoption of blockchain?continue to tumble.
⑤?Journalists want public relations people to help?not hinder them.
⑥?The battle for talent is heating up?and forcing banks to think creatively.
⑦?No one wants brands?commenting on societal affairs.
What's new
My favourite tech media title, The Verge,?launched a new website this week.
① In short:
Why it matters
I’ve long been fascinated by online journalism so a relaunch like this was always going to catch my eye but it should matter to you too because, as we talked about back in?issue 10, brands that want to get noticed need to become storytellers, they should be thinking like media organisations.
Disregard the new logo, fonts and colour palette - what’s notable about The Verge’s new approach is that it is moving away from a trend that has dominated media for at least a decade - that of seeking out your audience wherever they already are (typically social media channels) - and towards the concept of creating a compelling platform of their own to attract the audience.
② Depend on social media to get your story out and you’re at the mercy not just of those platforms’ users (who often sully the mood) but also the changing whims of the tech companies running the platforms (take for example Instagram’s pivot to video that has left so many publishers in the lurch.) The Verge’s move matters then because it gives marketers a steer on how they should be thinking: it’s time to create a platform of our own, worthy of attracting our audience and, in so doing, reduce our dependence on social media channels.
What to do about it
Take action
I’m not advocating abandoning your social media marketing - far from it - but I do think it’s time to have a long, hard, critical look at your own website and to ask yourself some questions:
The answer to every single one of these questions needs to be ‘yes’. Otherwise, you have work to do this week.
Get help
Visit InMarketing, my resource library?for leaders in finance or technology who want to innovate, interact and influence.
Join my InMarketing Twitter community, where you can ask questions or comments of me but also your fellow community members of senior marketing practitioners.
Share
Can I ask you a favour??If you found this useful?or know someone who would, please share it. It would really help me to grow the community of regular IMTW readers.
Top stories
The other articles?that are worthy of your time.
FINANCE
③?Real use cases and proper regulation?will enable financial institutions to benefit from digital assets.
领英推荐
TECHNOLOGY
④?The barriers to institutional adoption of blockchain?continue to tumble.
MEDIA & MARKETING
⑤?Journalists want public relations people to help?not hinder them.
Tech reporter Haje Kamps took to Twitter this week to offer some advice on how to pitch stories to him (and indeed most journalists):
WILD CARD
⑥?The battle for talent is heating up?and forcing banks to think creatively.
Off cuts
The stories that?almost?made this week’s newsletter.
FINANCE
TECHNOLOGY
?? J.P. Morgan?backs $20M round for blockchain infrastructure startup Owneraand?signs agreement to acquire Renovite
?? CBDCs:?Norwegian central bank to use Ethereum?and?ECB partners with Nexi
MEDIA & MARKETING
The last word
⑦?An anonymous crisis communications consultant?speaking to The Drum this week about?how brands should react to the death of Queen Elizabeth II.
“If you have a royal warrant then it’s fine to put something out there, but otherwise just shut the fuck up.”
About
Written for CEOs, marketers and other leaders in the financial sector,?InMarketing This Week?is a showcase for news likely to impact them - delivered with insight on why it matters and ideas on what to do about it. It’s published every Sunday to give you a head start on the week. Read it?here, or?subscribe?to?have it delivered straight to your inbox at six, before it's available anywhere else.