As newsrooms continue to work under shrinking budgets and increasing pressure to publish more content across a variety of formats, brand managers will be challenged to shift their communications strategies.
Here are five industry predictions business-to-buisness communicators should watch for next year:
1. Content marketing will become content creation—for coverage . With shrinking newsrooms—from The New York Times to niche publications—there aren’t as many reporters as there used to be.
The American Society of News Editors’ annual census reports a steady decline in newsroom staff since 2007. That year, there were 55,000 newsroom employees, and 2015’s cencus accounted for only 32,900 employees. That’s a 40 percent decrease in less than a decade.
This isn’t about a new business model in journalism, but rather a resource problem that is requiring brand managers to write their own stories and have them approved for publication alongside the content written by the editorial staff.