During the CEO Panel discussion at MediaGrowth Summit 2022, Jennifer Litterick, CEO, EnsembleIQ, John Yedinak, President & Co-Founder, Aging Media Network and Paras Maniar, CEO, Bobit shared their thoughts about growing their audiences and other challenges for B2B media companies going forward.
They agreed that growing the audience is about
capturing audience attention while that attention time keeps getting shorter and shorter, right down to increments of seconds.
The focus on content needs to keep being reframed, across the written word to podcasts and video. News and concise analysis provided by trusted media thought leaders is a given. But B2B media’s role is also to provide perspective and provocative commentary, to the point of challenging the way sectors of
the audience think, especially in these times of continuous disruption.
Set your editors loose to tell the whole truth, positive and negative, good or bad (and back them up when needed). Create new products, prioritize, streamline, innovate and test audiences’ (digital) behaviors.
