"Insights from B2B Media Leaders" A Successful Editorial Approach
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Davide Savenije Head of Content Industry Dive / Informa |
With just over 400 employees and 130 journalists, Industry Dive provides news and insight for executives in 29 industry markets with 32 publications (and expects to increase the number to 40 markets by year-end). It delivers the subject matter specific to each market using an all-digital business model that includes websites and newsletters with the same design, look and feel,
technology, back end, sales team, types of products, and editorial strategy. ID’s plan is to serve large markets with buying power and high fragmentation between buyers and sellers. It focuses on markets that have been impacted by change -- particularly change in technology, regulation & policy, consumer behavior and/or market dynamics – markets with executives that have a high need
for information and insight. The editorial approach for ID’s publications is not to cover every little thing in each market, but to identify the biggest trends and storylines in each and cover them deeply. “With all the information available on the internet, the ‘what’, ‘where’ and ‘when’ of the news has become commoditized,” says Davide. “So, we cover that as quickly and as
high up in our stories as possible, using most of the space for the ‘how’ and ‘why’.
We go deeply into the context on the way things got to this point, the implications, impacts, and ripple effects. We try to anticipate what our readers’ questions will be and then talk to experts on the subject. In that way we can connect the dots and provide a deeper level of insightful information on strategy that moves the readers’ understanding
forward, beyond what is already on the internet.” Davide says B2B media audiences’ expectations are being shaped by consumer and social media. B2C and business publications are moving into the B2B niche. Fatigue, distrust and avoidance of media are significant factors. Metrics will never provide a perfect picture of audience sentiment.
So, his recommendation is to pay attention to trends, but be careful not to follow the “shiny objects”. Look for what will serve the audience and be flexible and ready to adapt. Industry Dive’s websites and daily newsletters are designed to provide high-level insights and to build relationships, trust, loyalty and habit. Thank you, Davide! Davide Savenije was a presenter at MediaGrowth Executive Summit 2023 in February.
~~~~~~~~~~ Save the Dates: MediaGrowth Executive Summit 2024! February 6th, 7th, Westin by Marriott, Sarasota, Florida Engage!
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