In a highly-shared article on The Atlantic recently, senior editor Derek Thompson suggested that struggling media organizations have only one option. Instead of “pivoting” like a startup towards new forms of advertising, or new storytelling formats like video, they should be pivoting back to the one thing that really matters — their readers
In the business-to-consumer space, influencers appear to be everywhere. Besides traditional media, you just have to take a quick scan of Instagram, Snapchat or even YouTube to find everyday people using “influencer” to describe themselves in their bios. In the B2B space, on the other hand, finding the right voices -- and assessing their true value -- is getting increasingly complicated.