• IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    The IAB NewFronts 2025 conference, held from May 5th to May 8th in New York City, serves as an annual check-in for the digital advertising industry, and this year was no different. Organized by the Interactive Advertising Bureau (IAB), NewFronts is a crucial event where major publishers, platforms, and content creators showcase their upcoming content and ad opportunities to media buyers and media planners. This year’s conference spanned from creator benefits to platform updates and new formats, but almost all presentations were underscored by Artificial Intelligence no longer being seen as an enhancement, but the foundational layer upon which the future of video content, distribution, and monetization is being built.

    The Pervasive Hand of AI: Intelligence Infused at Every Layer

    If there was a single theme that dominated NewFronts 2025, it was the omnipresence and accelerating sophistication of Artificial Intelligence within the work of digital marketing agencies. AI is no longer a futuristic concept; it is irrevocably transforming every single layer of the digital video advertising stack daily.

    As it relates to ad placement and targeting, AI’s intelligence was highlighted as the key to moving beyond traditional, broad demographics. Platforms such as Wurl and Tubi detailed their advancements in AI-driven contextual analysis, which enables advertisers to place their messages within content that aligns not just thematically, but also emotionally. For example, an ad for a luxury car might appear during a triumphant sports moment, while a family-focused product could be seamlessly integrated into a heartwarming drama.

    AI is also revolutionizing the media buying process itself. Programmatic platforms showcased their next-gen AI optimizers, capable of making precise, real-time bidding decisions on behalf of advertisers. In essence, this translates to campaigns that are not only more efficient in reaching target audiences, but also more effective in driving desired outcomes. The ability to instantly analyze billions of data points – from viewing habits to conversion pathways – allows for a more dynamic allocation of budgets, helping every dollar spent be optimized for maximum impact. The future of media buying, as presented at NewFronts, is increasingly automated, intelligent, and driven by predictive analytics.

    CTV’s Ascent to Full-Funnel Dominance Goes Beyond Awareness

    Connected TV (CTV) saw some gains in popularity among agencies this year, establishing itself as far more than just a top-of-funnel branding vehicle. One major player in the CTV space, Amazon, debuted advancements in their interactive video ads, which now allow viewers to purchase products directly from their TV screen with their remote.

    Similarly, Teads and LG Ad Solutions presented their latest work in interactive overlays, pause ads, and gamified advertising experiences. Their format, “Pause Ads”, are now appearing when a viewer temporarily stops content, and they are sold as a non-intrusive, yet impactful, opportunity for brand messaging. Alternatively, “Gamified Ads” on these platforms leverage interactivity via rewards or exclusive content to build deeper engagement, transforming a passive viewing experience into an active interaction with the brand.

    The final CTV highlight came from the expanding landscape of Free Ad-Supported Streaming TV (FAST) channels. Major content providers and streaming platforms announced substantial investments in expanding their FAST offerings, often including exclusive, premium content that previously lived behind paywalls. This rapid expansion of FAST channels presents an enormous opportunity for advertisers to reach highly engaged audiences in a TV-like environment but with the enhanced targeting and measurability of digital. The blend of linear-like comfort with digital precision is proving to be a winning combination for both viewers and advertisers. Overall, the story was that CTV is no longer just about mass reach; it’s about targeted reach with measurable, performance-driven outcomes.

    Creators: The Epicenters of Culture, Commerce and Community

    Across many panels and demonstrations, the impact of content creators and content creation agencies was the center of discussion. Specifically, social media creators were shown to have immense power in driving product discovery, building communities, and ultimately, influencing purchasing decisions. In order to support these Creator VIPs, new tools and initiatives were announced that promised to serve as bridges between brands and creators.

    Included in these enhancements were improvements to discovery platforms that simplify the process for brands to find creators whose demographics and values align well with their campaigns. TikTok, for instance, used its NewFronts appearance to showcase its commitment to creators and highlighted how its platform continues to lead to impactful social media marketing moments.

    There was also a focus on streamlined matchmaking services and improved measurement methodologies to accurately attribute the impact of creator content on overall campaign performance. This signals a move towards a more sophisticated creator economy, where ROI is clearer and partnerships are more strategic.

    Social Platforms Evolving into Intent-Driven Commerce Hubs

    The evolution of social media platforms from mere entertainment conduits to powerful, intent-driven search and commerce hubs was another major theme of NewFronts 2025. The lines between social discovery, content consumption, and direct purchase have continued to blur, and likely will continue to do so.

    TikTok, for instance, showed off its investment in features that allow users to discover products organically within their feed and then seamlessly transition to a purchase. This included shoppable videos, live commerce events, and in-app virtual storefronts. The platform is not just about entertainment; it’s becoming a significant starting point for product research and direct transactions, challenging traditional search engines and e-commerce sites.

    Adding to this strategy, TikTok announced new support tools for small and medium-sized businesses (SMBs), providing more resources for these advertiser groups to leverage the platform’s commerce capabilities. And despite ongoing legislative challenges in the U.S., TikTok conveyed a strong message of confidence in its future to advertisers, emphasizing its commitment to its users and partners.

    Similarly, YouTube emphasized its growing role in the discovery stages of the buyer’s journey, with viewers increasingly turning to the platform for reviews, tutorials, and product demonstrations before making purchasing decisions. New features integrating product feeds and direct links within video content were touted by the video giant, the goal being to capture more attention real estate along the way. Meta platforms, including Instagram and Facebook, displayed their continued ecommerce advancements in the form of enhanced shopping experiences, personalized product recommendations, and augmented reality (AR) “try-on” features.

    And now, even professional networking platforms are expanding their video advertising capabilities. LinkedIn, for example, unveiled its newest video ad options, allowing B2B marketers to leverage the power of video storytelling to connect with professionals and drive conversions within their unique context. This highlights the expanding definition of “video for social” and its application across diverse consumer and professional groups.

    In short, these updates mean some brands may need to rethink their social media KPIs. It’s no longer just about building brand awareness or driving traffic off-platform. It’s about optimizing content for in-app search, creating compelling, shoppable experiences, and leveraging each platform’s native commerce tools to shorten the path to purchase. As always, the goal of any good social ad is to capture consumer intent precisely when it emerges within their browse.

    Identity, Inclusion and Attention: The Human Element in a Tech-Driven World

    Amidst the dizzying array of technological advancements, a powerful emphasis on the human element also emerged throughout some of this year’s discussions. Diverse voices and cultural relevance were championed as strategic imperatives, not just corporate social responsibility initiatives.

    Companies like MyCode, Revry and LatiNation delivered compelling presentations on the importance of authentic content creation and ad placement within programming that genuinely reflects and celebrates diverse communities. The message was that this isn’t just about reaching niche audiences; it’s about building trust and resonance with a multicultural consumer base, because we’ve seen time and time again that the audience resonates with seeing itself accurately represented in media. Ignoring the nuances of identity, ethnicity, and lived experiences risks, if not assures, that advertisers, studios and publishers alienate significant segments of the market.

    Again, there was a palpable shift in the conversation around measurement at NewFronts this year. While traditional impressions and reach remain important, a deeper focus emerged on “attention” and “dwell time” as more meaningful proxies for engagement. Marketers are increasingly understanding that simply being seen isn’t enough; the ad must be truly attended to. This led to discussions about developing better metrics for active viewing, measuring emotional response, and understanding how long an ad truly captures a viewer’s focus.

    In essence, NewFronts 2025 reaffirmed that while technology provides the tools, it’s the human connection that drives true impact. The brands that will thrive will be those that can align their values with the cultural nuances of their target audiences, and then capture their genuine attention through relevant content.

    Looking Ahead: The Intelligent, Immersive Future

    All in all, IAB NewFronts painted a vivid, compelling picture that showed digital video advertising has grown broader, yet more precise than ever before. Overall, the marching orders were:

    • Brands Must Embrace AI as a Strategic Partner: AI is not a trend; it’s the operational backbone of future campaigns, and it can offer improved efficiency, targeting, and optimization if used adeptly.
    • Revisit Investments In CTV: CTV is a mature, full-funnel platform capable of driving measurable performance across the entire sales journey. No longer is it just one of many levers at the top of your funnel.
    • Collaborate And Support Your Creators: Content creators are still in charge, and to reach the communities they represent, brands must support and represent them well in return.
    • Optimize for Social Commerce: Social media platforms are powerful intent engines and have grown into their roles for direct ecommerce. New tools are also available for SMBs for some platforms.
    • Prioritize Identity, Inclusion and Attention: Cultural fluency and genuine engagement are paramount for building lasting brand relationships.

    Josh Ford

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  • How to Identify Your Target Audience: Marketing Tools & Tips

    How to Identify Your Target Audience: Marketing Tools & Tips

    You can’t build your marketing strategy on guesswork. Whether you’re launching a new product or revamping your marketing strategy, knowing exactly who you’re talking to, what resonates with them, where they spend their time-consuming content and how they make buying decisions is imperative. 

    But let’s be real: marketing is expected to show results quickly and comprehensive market research or custom surveys can be expensive. Not every brand can invest years and spend $100k + on research projects. The good news? You don’t have to. There are smart, data-backed ways to zero in on your target audience using tools and tactics that are more accessible and just as effective when applied strategically giving you the opportunity to sale your research to balance your need for speed, depth and investment. 

    Here are some of the best tools and tactics to help pinpoint your target audience and craft a marketing strategy that will drive results. 

    1. Brandwatch: Social Listening at Scale

    • Discover trending topics among online chatter and news that would impact buying behavior before they hit mainstream  
    • Understand which social platforms your audience interacts with the most help to inform your paid and organic social strategy and where it is worth investing your marketing dollars  
    • Identify niche conversations and emerging themes online among your key stakeholders allowing you to tailor your campaign messaging to exactly what your audience is looking for 
    • Uncover demographic breakdowns of your target audience for smarter segmentation of your campaigns to ensure your message is getting in front of the right eyes 

    2. NetLine Audience Explorer: B2B Insights, On the House

    For B2B marketers, NetLine’s free Audience Explorer tool is a hidden gem. It allows you to dig into target audiences by job function, seniority, company size, industry, and region allowing you to better understand the behaviors of your specific audience. NetLine provides real intent data allowing you to fully build out your buyer personas and truly understand what they care about based on their latest content consumption habits.  From there, it gets even more useful: 

    • See what content formats your audience prefers 
    • Uncover trending research topics 
    • Align your content strategy with message themes they’re actively consuming 
    • Determine areas in the country your audience is most prominent in 

    3. Stakeholder Interviews: Get the 1st-Party Intel 

    Hearing directly from your customers and/or former prospects provides highly valuable nuances you can’t always get online. Talking to your audience in real-time gives texture to the data insights you obtain elsewhere, further bolstering your overall strategy. It is important to select key players from a variety of teams such as marketing, sales, customer service, operations and C-Suite in order to gather well-rounded insights. 

    • Identify core pain points and motivations 
    • Discover messaging nuances that resonate 
    • Pinpoint key opportunities or challenges from the people in the trenches 

    These conversations can shape everything from brand positioning to campaign strategy. 

    4. Job Postings: A Surprising Source of Insight 

    Think of job descriptions as mini roadmaps into your audience’s world. They reveal: 

    • Day-to-day responsibilities 
    • Skill sets and strengths 
    • Who the decision-makers are and what matters to them 
    • Potential gaps in their day-to-day responsibilities your product or solution can help fill 

    If your audience includes IT Directors or Marketing Managers, for example, their job listings can guide messaging that speaks directly to their goals and day-to-day tasks. 

    5. Industry Forums & Chat Groups: Where the Real Talk Happens 

    Spaces like Reddit threads, Slack groups, and Discord servers are full of organic, unfiltered discussion. Monitoring these spaces gives you: 

    • A window into ongoing challenges, questions, and frustrations 
    • Cues on tone, language, and community norms 
    • A sense of what topics are top of mind for your audience 
    • Unfiltered feedback on opportunities for growth and what matters the most to your audience 

    If your audience includes IT Directors or Marketing Managers, for example, their job listings can guide messaging that speaks directly to their goals and day-to-day tasks. 

    Flip your weaknesses into strengths
    byu/Torholic inmarketing

    These insights can help inform everything from thought leadership to ad copy, so you’re not just heard, you’re understood. 

    6. Surveys: DIY Doesn’t Mean Low Quality 

    Yes, full-scale survey panels can get pricey. But targeted stakeholder surveys (think: past clients, current customers, newsletter audiences) can still deliver high-value insights: 

    • What is the biggest problem they are looking for your product or service to solve? 
    • What pushed them to choose your product or service? 
    • What kind of content do they trust most? 

    Keep it short, focused, and value-driven to get the answers worth acting on. 

    7. CRM Data: What’s Already Working (or not) 

    You probably already have a goldmine of audience data sitting in your CRM that is unique to your exact audience. Take a peek under the hood and dig into: 

    • Identify themes in the types of organizations or job titles buying your solution to better inform campaign targeting 
    • Reveal which campaigns and content are consistently found in the buyer’s journey and should be prioritized in future content initiatives 
    • Identify which prospects may not be converting and decide if they may not be a fit for solution right now  

    Pair this with lead scoring or email engagement rates to learn which segments are moving and which need more nurturing in real-time. 

    8. De-Anonymizing Web Visitors: Turn Intent Into Action 

    There is no better way to identify your target audience than to see who is already organically researching your brand. Platforms like Apollo and Propensity can tell you who’s showing research intent and visiting your website, even before they fill out a form. That means: 

    • You can see which companies are checking you out 
    • Understand what pages they’re engaging with most 
    • Refine your outbound and content strategy accordingly 

    It’s a modern way to bring your audience out of the shadows and into the pipeline. 

    Final Thought: Strategy Over Single Tactics

    Audience insights don’t live in a silo, they fuel every smart, integrated marketing plan. From brand storytelling to media buying, knowing who you’re talking to is the first step in showing up the right way. The right mix of tools and tactics will lead to a smarter approach and allow you to thoughtfully apply findings quickly to your next marketing campaign. 

    Want help building a research-backed, insight-led strategy that actually moves the needle? Let’s talk.

    Melanie Orcutt

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  • 2025 Marketing Trends Unwrapped: Evolving from 2024’s Landscape

    2025 Marketing Trends Unwrapped: Evolving from 2024’s Landscape

    From AI breakthroughs to micro-moments, here’s how marketing hit all the right notes in 2024 and will continue to sing loud in 2025.

    With 2024 behind us, marketers are now fixated on what comes next. The trends that dominated last year have set the stage for 2025, proving that marketing is a constantly evolving playlist of innovation and adaptation. Here’s how the industry’s biggest hits from 2024 are poised to evolve and amplify 2025 marketing trends.

    1. AI Everywhere

    58% of companies using generative AI apply it for content creation.

    53 AI Writing Statistics & Trends

    AI tools are becoming the ultimate duet partner for creatives.

    Generative AI has gone from a novelty to a necessity, transforming so much across industries. From spinning up social media posts to developing full-scale campaigns, AI is empowering marketers to focus on strategy and creativity while the tech handles the heavy lifting. The result? Campaigns that are faster, smarter, and more tailored than ever.

    Key takeaway for 2025: The role of AI will continue to expand further into more of the marketing workflow enhancing analytics and personalization, helping brands hit the right note with audiences at every touchpoint. Bear in mind that as AI continues to evolve at a rapid pace, if you’re not intentional and well-informed as you wield these new tools, your efforts could backfire.

    2. Short-Form Reigns Supreme

    73% of people believe videos between 30 seconds and 2 minutes are most effective.

    Wyzowl’s 2025 Video Marketing Statistics

    Reels and Shorts are playing on a loop.

    In 2024, bite-sized content proved its staying power, and the appetite for quick, captivating, and off-the-cuff videos isn’t slowing down. Platforms like Instagram Reels, and YouTube Shorts are the go-to for delivering memorable brand messages in record time.

    Key takeaway for 2025: The challenge for brands will be balancing fresh content, embracing trends, and staying authentic to who they are all while maintaining a certain level of quality and keeping up with the speed of social. Think: nimble, creative, and keeping your dial tuned in to your audiences’ preferences.

    3. Hyper-Personalization

    73% of customers feel treated like unique individuals by brands.

    Salesforce State of the Connected Customer 2024

    Personalized emails, ads, and content are like a custom mixtape for customers.

    2024 made it clear: customers want experiences tailored just for them. Whether it’s an email that feels like it was written specifically for the recipient or an ad that speaks to a unique need, hyper-personalization has redefined engagement.

    Key takeaway for 2025: Leveraging persona-based analytics to drive insights, brands can deepen relationships with their audiences, proving they’re not just listening but also responding with intention.

    4. Sustainability Hits Center Stage

    88% of consumers seek information on a company’s CSR initiatives when considering a purchase.

    Corporate Social Responsibility Statistics 2025

    Turn up the volume on highlighting company green initiatives and employee programs.

    As consumers become increasingly eco-conscious, brands that prioritize sustainability will continue to shine. Whether it’s through transparent reporting or campaigns that showcase environmental impact, sustainability is no longer optional—it’s a business imperative.

    Key takeaway for 2025: To resonate authentically with consumers, companies should align their messaging with their values, ensuring that their sustainability efforts are embedded into the core of their business’s mission.

    5. Voice Search Optimization

    1 in 5 people globally are using voice search.

    62 Voice Search Statistics 2025

    Digital assistants and voice technology will soon be part of everyday life. “Hey, Alexa, what’s next?”

    Voice search is quickly becoming second nature, and brands need to optimize for this hands-free tech. From conversational SEO to voice-friendly content, 2025 will be about making sure your brand is easy to find—whether your audience is typing or talking.

    Key takeaway for 2025: With smart speakers and digital assistants continuing to rise, voice search optimization should be a top priority for marketers

    The Encore: Marketing in 2025

    As we look ahead, 2025 promises to be a blockbuster year for marketing:

    • Total Ad Spend Worldwide: Forecasted to hit $1.07 trillion (WARC).
    • Most Streamed Platform: Instagram Stories, leading the charge with its engaging, short-form content.
    • 2025 Rising Star: LinkedIn Ads. With its professional audience, LinkedIn is rapidly becoming the go-to platform for B2B marketing, offering unparalleled access to decision-makers and industry leaders.

    From the growing role of AI to the dominance of short-form video, 2025 is shaping up to be a year of opportunity and evolution. The key to success? Embrace innovation and craft integrated marketing strategies to resonate genuinely with your audience, and you’ll elevate your brand… all the way to 11.

    Here’s to hitting all the right notes in 2025!

    Marc Checket

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  • Are You AfrAId of the Dark? Our Scariest AI-generated Halloween Costumes for PR/Marketing Pros

    Are You AfrAId of the Dark? Our Scariest AI-generated Halloween Costumes for PR/Marketing Pros

    You May Live to See AI-generated Costumes Beyond Your Comprehension

    Spooky season is upon us. And every year, folks like you, dear reader, come to us asking for help figuring out an appropriate costume to wear to work. To avoid scaring your coworkers (or getting a call from HR), we came up with some of the most terrifying marketing/comms-themed costumes your office Halloween party has ever seen. And we’re doing it with the help of our newfound friend: AI.

    Social Media Manager

    The social media manager: internet extraordinaire, queen of the meme, master of the metaverse. From managing communities and posting schedules to helping develop posts, graphics, reels and more, these social media magnates really can do it all.

    “To be a successful social media manager, you’re constantly watching what’s changing and what’s trending across multiple platforms,” says Jessica Boff, social media director at Matter. “To really help your clients reach and resonate with their audiences, you need to wear a lot of hats.”

    “A lot of hats.” Now, that sounds like a good place to start for our social media manager costume! Let’s see how AI handles that:

    Well, looks like your local haberdasher is going to be very happy with you.

    Video Producer

    Our super-talented video team has some amazing producers. But nailing down exactly what they do proved a little challenging — there was so much ground to cover!

    “Our video producers primarily oversee preproduction and production of our clients’ video projects,” says Colter Beote, Director of Operations + Client Relations. “They’re doing everything from crafting the production outline and schedule; hiring freelancers like hair stylists; coordinating huge teams via emails; and much, much more. Some are maintaining equipment rental budgets; others are setting up lights and capturing b-roll.”

    The AI was having trouble with the idea of “video producer” so we tried “camera person” and the results certainly gave us the vertigo effect.

    So, without further ado: Lights, camera, AI!

    Account Executive

    Matter’s PR account executives handle more work than you can shake a witch’s broom at — everything from crafting press releases and running social campaigns to pitching journalists and ensuring our clients’ names are making waves.

    “They’re scanning the news and social channels, they’re interacting with journalists and acting as the primary media driver on each account,” says Zoe Cushman, Account Manager at Matter. “If it needs to get done, they’re the ones stepping up to do it. They’re really the worker bees of our teams.”

    We liked the idea of a “worker bee” — maybe a nice, cute bee costume in a Matter hoodie. Let’s see what the AI came up with!

    Well, like our AEs, this costume is certainly bzzzy.

    Designer

    Stunning creations: from our creative designers’ minds onto the websites, brochures, advertisements and social posts you see every day. We thought this one would be a lot of fun for the AI – maybe a paint-splattered smock, a beret and a laptop repurposed as a palette. But the AI refused to render any costume, stating if designers think they’re so creative, they can design a concept themselves.

    Account Manager

    At Matter, we have account managers on both our PR and integrated marketing client teams. These folks act as the lead liaison between their clients and the broader team, helping to make sure a variety of day-to-day campaigns and initiatives are driving results — from organizing a product debut event with a livestream component to launching a company rebrand with an interactive landing page to delivering key reporting metrics and media analytics that keep brands on top of the competition.

    “They really need to understand their clients, their teams and the tactics that will help them all achieve their goals,” said Julianna Sheridan, Account Director on our Precision team. “They’re the captains of the strategy ship.”

    A ship captain costume — now who doesn’t love a good Blackbeard of Captain Morgan getup? Let’s plug in “captain of strategy ship” into the AI and see what comes out.

    Avast ye mateys! Let’s see what other costumes we can conjure up from Davey Jones Locker — err the AI.

    Writers

    In our unbiased opinion, writers are the most important people at Matter — better yet, at any agency. Maybe even throughout modern society. (Editor’s note: this is highly biased.) We refused to write an AI costume prompt for “writers,” because we’re not about to let some robot take our job making jokes creating content for your consumption. So, we told the AI to go start singing Daisy Bell. It spat back an image of a person dressed as a coffee mug holding a pile of half-started novels. Touché.

    New Employee

    Truly the scariest thing we could think of being was a new employee. From meeting new people to learning new tools to trying out that new coffee spot everyone raves about, there are frights around every corner and within every meeting alert! But how did the AI think we should dress up as these fresh-faced cherubs?

    In retrospect, using “cherub” as a prompt may have been a mistake.

    Matter is always testing how emerging technologies advance our capabilities to better support our partners — you don’t get to work with the awesome clients we do by being luddites. Currently, we’re using the AI capabilities offered by Microsoft Office 365, Google Drive and Adobe Creative Cloud to support day-to-day drafting, design, reporting and more. Our teams also make use of numerous tools available online, leveraging generative AI, machine learning, natural language processing and other AI tools to refine prose and streamline research, edit copy, summarize video and audio recordings and draft press releases.

    However, we recognize the irreplaceable value of our people’s ingenuity, intuition and creativity. Just because we have an AI tool that could create a Halloween costume for account managers doesn’t mean we should. From the 64,000-year-old pictographs in Maltravieso cave to the video team’s June Jorts newsletter illustrations, humanity’s artistry and creativity are our defining traits. Art immediately conjures a sense of universal humanity whenever and wherever we see it. Whereas AI art struggles to replicate that human touch and instead throttles us uncomfortably into the Uncanny Valley.

    And for that reason, we will continue to rely on our people’s innate creativity to elevate our clients’ brands. As our relationship with AI evolves, we will share updates with our partners. But rest assured, HAL won’t be whipping up any design assets for you any time soon.

    If you need creative support or simply want to talk about the nightmares you’re having after seeing our AI Halloween costumes, reach out below! 

    Rory Nolan

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  • How Staying Vendor Neutral Strengthens Your Content

    How Staying Vendor Neutral Strengthens Your Content

    Have you ever stumbled upon an article that felt more like a sales pitch? Or exited a webpage halfway through a blog because you were being pushed to buy a product? We’ve all been there. And your customers have, too.

    For business leaders and marketing executives who feel pressured to deliver results and drive revenue, it can be hard to turn off the self-promotion. But in thought leadership — in articles, interviews, white papers, blogs — talking too much about your amazing company will likely damage trust and push away the very people you want to attract.

    Instead, promotion-free content filled with unique insights elevates your profile and helps establish your brand. Your intellectual capital is your biggest selling point. When you drop your knowledge, sales and customers will naturally follow.

    What is vendor neutrality and why do I need it?

    Picture this: You’re on the hunt for some insights about the latest innovations in AI. You come across two articles. One is chock-full of praises for a specific AI platform, while the other breaks down various platforms, highlighting their pros and cons, offering useful industry insights. Which one are you more likely to trust and share with your colleagues? The second one, right? That’s vendor neutrality at work.

    Vendor neutrality is about rising above the noise and ensuring that the focus remains firmly on sharing knowledge rather than product endorsement. When thought leaders embrace vendor neutrality, they establish themselves as trusted sources of information rather than salespeople. They build something money can’t buy: trust.

    It’s not just customers — publications reject self-promotional content.

    Not only is it best practice to steer clear of singing your company’s praises in thought leadership content, most publications will turn away pieces that seem to favor one company or sell a specific solution. We’ve experienced this first-hand many times — and we know how to pivot a piece away from self-promotion before it crosses an editor’s desk.

    Editorial guidelines for media outlets of all sizes are very clear on the issue, saying:

    • The article must be free of selling, promoting, vendor recommendations.
    • Be 100% non-promotional and present an all-around view.
    • Editors expect content driven by value, not promotion.
    • To be considered, content must be vendor-neutral and completely non-promotional.
    • The content should feature insightful commentary.

    If you want to increase visibility and raise public awareness of your business, you’re going to need buy-in from the media. To create contributed content that publications not just accept, but are excited by, you need to think outside your elevator pitch.

    What makes good vendor-neutral thought leadership content?

    Use your thought leadership content as a platform to showcase your expertise and offer your unique perspective on a topic or issue. Think about what is trending in your industry and how that trend might impact your target audience. Provide deep insight and actionable advice.

    To add value and get attention, good thought leadership should be:

    • Original
    • Inspiring
    • Forward-thinking
    • Specific to your audience’s needs
    • Insightful
    • Intriguing
    • Educational
    • Knowledgeable
    • Authoritative
    • Timely and trendy
    • Human and relatable
    • Provocative

    Can you have it all? Balancing vendor neutrality and promotion  

    Staying vendor neutral doesn’t mean you can’t sprinkle in a bit of your company’s fairy dust. You can absolutely showcase your expertise without turning an article into an advertisement.

    Imagine you’re an expert in sustainable fashion. Instead of shouting, “Buy my eco-friendly T-shirts!” from the rooftops, you could write an article about the environmental impact of fast fashion and provide tips on making more conscious clothing choices. You’re educating, not selling, and that’s what sets you apart.

    Or, if you’re a cybersecurity expert working for a software company, instead of solely promoting your company’s security solution, you could produce content discussing broader industry trends, the latest cyber threats and risk management strategies. This approach positions you as an authority while subtly showcasing your expertise. This is what sells.

    Numbers don’t lie: Trust breeds success.

    Thought leadership content matters in business. According to the LinkedIn-Edelman B2B Thought Leadership Impact Study, “64% of buyers say that an organization’s thought leadership content is a more trustworthy basis for assessing its capabilities and competency than its marketing materials and product sheets.” In the same study, nearly half of all respondents (46%) cited “overly focused on selling or describing products rather than conveying valuable information” as a shortcoming of low-quality thought leadership.  

    When you remain vendor neutral, you’re saying, “I value your trust more than pushing a product.” You’re not just sharing information. You’re shaping perspectives and leaving a legacy of credibility that will help grow your business.

    If your organization needs help making your thought leadership efforts more successful, reach out today. Not to break our rule about self-promotion, but our team is pretty excellent at it.

    Maggie Schlundt is the Content Group Manager of Precision, a nimble and effective PR/content division of Matter that supports brands with highly focused PR needs. Maggie has over 10 years’ experience helping organizations hone their voice and craft with impactful written content. She’s penned effective thought leadership content for clients, landing contributed articles in Fast Company, Forbes, Entrepreneur, WIRED, Authority Magazine, RIS News, BenefitsPRO, Retail Touchpoints, Supply and Demand Chain Executive, Electronic Design and more.  

    Maggie Schlundt

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  • Media on the Move: August 2023

    Media on the Move: August 2023

    With the final days of summer approaching, the “back to school” mentality has been prevalent across industries. And with no shortage of breaking healthcare headlines, August media moves were in full swing for healthcare reporters and editors — from promotions to departures to new employment opportunities.

    BBC News

    Global health correspondent, Naomi Grimley, leaves BBC News after 23 years. Previously, Grimley held the posts of political producer, Washington producer, political correspondent and global affairs correspondent at the outlet.

    Endpoints

    Lydia Ramsey Pflanzer is now deputy editor at Endpoints, focused on biotech and health-tech news. She was previously senior editor of the healthcare section of Business Insider.

    Fierce Healthcare

    Annie Burky, healthcare and technology writer, will now contribute as a freelancer as she is taking on a reduced role (i.e., less bandwidth) and reporting to Heather Landi. She covers telemedicine, digital health tools and their regulation and how technology is changing the nature of healthcare.

    Noah Tong joins as a staff writer, where he’ll primarily be covering health payers. Tong most recently worked for the Corridor Business Journal covering medical startups, local government meetings and economic development.

    Industry Dive

    Susanna Vogel joins as a reporter covering healthcare with a focus on staffing and labor. She joins the outlet from Morning Brew, where she was an HR reporter for nearly two years.

    The Messenger

    Mansur Shaheen has joins as a health news editor. Previously, he served as a deputy health editor at Daily Mail’s U.S. Health Desk and as a health policy reporter at State of Reform.

    Modern Healthcare

    The publication is seeking a deputy director to work alongside the newsroom team to shape the direction of Modern Healthcare’s day-to-day coverage, including breaking news, features and analysis.

    The Telegraph

    Michael Searles joins as a health correspondent covering healthcare news and telemedicine. Previously, Searles was a sports and business reporter at MailOnline and has freelanced for The Times, Daily Express, Esquire and Grazia.

    Harriet Barber, global health reporter, departs to pursue freelance work. Joining in 2018 as a newsletter writer and editor, Barber covered breaking news, human rights, violence against women and extreme poverty.

    The Washington Post

    Susan Levine becomes Deputy Editor after 22 years. Her previous positions at The Post include metro reporter and special projects reporter at the national desk covering news around health, science, environment, aging and breaking news.

    Matter

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  • Is Threads the Next Big Thing?

    Is Threads the Next Big Thing?

    Earlier this month, Meta released its new platform “Threads, an Instagram app” on the App Store. Threads “is where communities come together to discuss everything from the topics you care about today to what’ll be trending tomorrow.” The app has already reached over 100 million users, thanks to its connection with Instagram, which allows users to quickly create accounts, follow their existing Instagram followers and populate their Threads feeds. Similar to Twitter, the app allows you to like, comment or “rethread” messages, as well as set privacy and visibility levels.

    But the app is more than a Twitter clone with a slightly less rich CEO. It offers these unique features:  

    • Your Instagram handle name and verification will carry over with the option to customize your profile.
    • Your feed will include Threads from people you follow and new creators you haven’t discovered yet.
    • Your posts can be up to 500 characters, including links, photos and videos up to five minutes long.

    Instagram CEO, Adam Mosseri, has also alluded to other functionality being added to Threads in the future, such as search functionality, hashtags, a following feed and potentially direct messaging. For now, advertising using media spend is not an option, but will likely be added as a capability down the line. While its adoption has been wide and rapid throughout much of the world, Threads has not yet launched in the E.U. due to data privacy concerns.

    What Should My Brand Do?

    We’ve been putting some thoughts to Threads since its launch, and for now, we suggest registering and securing your brand’s account on Threads. This is a good practice on any new social media platform to ensure that your brand owns and maintains the official brand channel on this new platform. Note that you must own the Instagram handle name in order to open the Threads account with the same name — this means other brands can’t take your Instagram handle name. Once you’ve done that, your brand has a decision to make.

    • Jump in. Brands like Wendy’s, Duolingo, Lyft and Spotify immediately jumped on the opportunity and started posting. If you’re a brand with a large following or a robust content strategy on Twitter, then Threads could present an opportunity to easily adapt that content for a new platform. If you want to explore this new platform for your brand to test and learn what opportunities might be there, it’s pretty low risk. Threads has limited functionality so far, especially for brands looking for things like analytics or advertising options, but that doesn’t mean it can’t be beneficial to be an early adopter.
    • Wait and see. Threads has taken off faster than other alternatives to Twitter in recent years thanks to the size and scale of Meta and the integration with Instagram, but it’s not yet clear how long this launch momentum will last nor how many users will continue using the platform after their initial curiosity. Keep an eye on user growth, but more importantly watch reports on daily active users and daily volume of Threads created or Thread engagements. As the new-app-stampede dust settles and we start to get a clearer picture of what Threads will become, brands will gain a better idea about whether the potential ROI will be worth joining a new social channel. With either decision, there are a few things that are critical to execution.

    What Should You Consider Before Posting on Threads for Your Brand?

    • Think about what you want to get out of Threads, and whether or not that goal can be achieved by using existing strategies and tactics.
    • Define your voice and purpose, have a clear idea of how your brand is going to be represented, and determine how that fits in with the rest of your social media and brand strategy.
    • Understand what it takes for you and your team to execute your strategy. Discuss with your teams how things like publishing, community management and customer service will all happen, given the lack of tools and capabilities that many social teams are used to on other platforms.

    The social media landscape changes rapidly — only a month ago, no one outside of Meta had even heard of Threads. We hope these tips will help determine the right approach for your brand, and we’re always ready to help you stitch together a plan if you’re ready to get into Threads.

    Looking to take your brand’s social media to the next level? We’d love to chat! Reach out below and our social experts will be in touch.

    RJ Puntoni

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  • Why Every Marketing Strategy Should Start with an Audit

    Why Every Marketing Strategy Should Start with an Audit

    Before you go to the grocery store, you check your fridge to make sure you don’t wind up with four cartons of eggs – again. When you build a marketing plan for your brand, you’re going to want to conduct an audit. Brand audits are the fridge-checks of marketing. 

    In marketing, audits reveal areas of opportunity, trends in the market, background on an industry, target audience information and unique brand features. The details and insights your brand may uncover during an audit are extremely valuable when it comes to developing your brand and marketing strategy. Similar to taking fridge inventory before shopping, you may review your brand’s Instagram posts to get a sense of the messages, images and brand info that’s been shared to determine if it’s resonating with your target audience, if it’s following best practices and if it’s driving results for KPIs.

    Ultimately, the goal of a brand audit is to provide a holistic view of your marketing operation, analyze your competition and inform a brand and marketing strategy that positions you to reach your goals. 

    Main types of marketing audits:

    An audit can include many things, and the type of audits you execute may vary depending on your brand’s needs or project goals. When beginning any form of an audit, it’s important to conduct one-on-one interviews, focus groups or research studies with both internal subject matter experts at your organization and with your customers. You should ask them questions about your brand and products or services, and try to learn more about their experiences. Additionally, ask them about their pain points, goals and values. Gathering information directly from your customers can help you build buyer persons, plan for messaging and more.  

    Next, you’ll want to conduct various audits of your existing marketing. For our fully integrated clients, we recommend the following types of audits:  

    1. Messaging Audit: Analyze the messages and sentiments in the marketplace about your brand and your products or services. Understanding how your brand is being portrayed will help to identify areas of opportunity, as well as highlight what’s being done successfully. ​ 
    2. Content Audit: Review the content assets being used to drive your marketing objectives. Whether it’s to educate prospects on your solutions or drive leads to convert, this is a crucial step in understanding how to best leverage your current content, and how you can improve new content. All these details will inform your content marketing strategy.
    3. SEO/SEM Audit​: Assess your website’s organic and paid search rank in a search engine to provide insights and optimizations that will improve how your prospects find your brand. Additionally, you’ll be able to understand where you rank for the keywords that are relevant to your industry. An SEO/SEM audit can also provide insights into what your audience is searching for.  
    4. Social Media Audit​: A brand’s social media presence often influences a prospect’s first impression of the brand, meaning it can provide key insights for important optimizations. The audit should include both paid and organic social media to provide a holistic view of how the brand comes across to your customers.  
    5. Email/Marketing Automation Audit​: A lead-nurturing program using email is one of the best tactics to include in your overall marketing strategy to reach your goals. Review your current CRM/MAP to look for areas of opportunity to optimize emails, workflows, lists and your overall marketing automation system that fits in with the larger lead nurture strategy, content promotion plan or customer engagement efforts. 
    6. Website Audit​: This can encompass a variety of exercises, from audits of a website’s messaging and content, to branding and design, to UX and technical audits. This in-depth exercise provides a 360-degree view of how your brand comes to life on one of the most important owned channels: your website.  
    7. Competitive Audit: After you’ve conducted the above audits for your brand, it’s important to  take an in-depth look at your competitors so you know where you stand against them — and how you can stand out in the market. Look at their website, messaging, positioning in the market, content and media channels (organic and paid search and social) to provide insights into how you can improve your presence and representation in each area. This can be as intricate as necessary and should focus on providing insights for the main goals for your marketing strategy.

    To gather the details necessary for a holistic marketing strategy that will help you achieve your goals, consider tapping into third-party research tools. These tools can provide the data needed to fully round out your strategy and support the insights gathered for the internal and external interviews and other audit findings.  

    Once you complete your audit, you’ll have a holistic understanding of your position in the market, how best to highlight your unique value propositions to resonate with your buyer personas, clear direction on content and messaging, and so much more. 

    Brand audits are highly strategic and can be a cumbersome project for an in-house team to produce. Audits require a large time commitment, the right third-party tools and the brand strategy experts to conduct stakeholder interviews and research, analyze the marketing efforts, contextualize the data, and produce actionable insights that will help you develop a strong brand and marketing strategy. At Matter, our team of strategists help brands at all stages achieve their goals through these methods. Interested in learning more? Contact us today!  

    Sara Roberts

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  • Intersectional Feminism in PR + Marketing

    Intersectional Feminism in PR + Marketing

    As we continue celebrating Women’s History Month and the achievements of women around the world, we wanted to spotlight an important concept all professionals – especially those in PR and Marketing – should familiarize themselves with and incorporate into their daily approaches to both internal and client-facing interactions. Read on as our Women Professionals Circle explores intersectional feminism and why it should inform your brand strategy and communications.

    What is Intersectional Feminism?

    Not all inequality is created equally. People’s social identities – including race, gender and sexuality – can overlap. That was the inspiration behind intersectional feminism, a term coined by American law professor, Kimberlé Crenshaw, more than 30 years ago. But what exactly is intersectional feminism and why is it important, particularly in marketing?

    Feminism is defined as “the belief in and advocacy of the political, economic and social equality of the sexes expressed especially through organized activity on behalf of women’s rights and interests.” Intersectional feminism takes that a step further to not only spotlight women, but elevate the BIPOC women, women of the LGBTQ+ community and more. Crenshaw says, “we tend to talk about race inequality as separate from inequality based on gender, class, sexuality or immigrant status.” But with many impacted by some or all of these, and their experiences are often not accurately represented.

    Why PR and Marketing Need Intersectional Feminism

    Intersectional feminism ensures that everyone is accurately represented – and in PR and marketing, representation matters. Growing up as a young (and impressionable) girl, my actions and interests were greatly influenced by the marketing campaigns I saw on television, in magazines and on billboards – if I saw beautiful women all with straight hair, I would straighten my curly hair. The clothes and products I would buy, the music I listened to, the shows and movies I watched all similarly influenced my behavior. It was the same for my sister, cousins, friends and classmates. But isn’t that the point of marketing, to get people to identify with your brand and its products/services, and to inspire action? 

    While yes, this is true, marketing doesn’t always operate with intersectional feminism in mind, often leaving groups unrepresented or misrepresented, which can perpetuate negative stereotypes and biases in society. The best way to prevent tone deaf and potentially offensive campaigns is to involve more diverse people where decisions are being made. Without the opportunity to hear from voices of BIPOC, LGBTQ+ folks, people in the disability community and so many others, marketing campaigns run the risk of inaccurately portraying those communities. Companies should actively seek out diverse and inclusive groups of employees, encourage them to bring their ideas to the table and support them in their roles.

    What’s at Stake

    PR and marketing campaigns have immense influence over their audiences and the ability to set unrealistic and sometimes damaging expectations about what a product or service can and cannot do for them, or even how one’s body should look. The various positive and negative effects confirm the strong need for diverse and inclusive campaigns that represent a wide range of body types, ethnicities, genders, sexual identity and expression, and so much more. This is imperative for not only the mental health of audiences but for businesses, as an increasing amount of today’s consumers – Gen Z in particular – expect to see a more diverse and inclusive world portrayed by brands. It’s no longer enough to be feminist. It’s time for marketing campaigns to become intersectional.  

    Matter

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  • What’s New in Social Media? 10.18.18

    What’s New in Social Media? 10.18.18

    The constantly evolving world of social media is ever-changing and marketers, business owners and even the daily Facebook user should be aware of the updates. Make sure you are subscribed to our blog to get the monthly news and updates on all things social media sent right to your inbox. Let’s check out some of the latest news.

     

    Google+ is Headed for the Google Graveyard

    Joining the deathly ranks of Google Reader, Google Glass and Dodgeball, Google+ is officially on the way out. If you’re thinking that it’s about time, then you’re not alone. After a security breach in which user data was exposed (and the revelation that G+ sessions last less than 5 seconds for 90% of users) Google has decided it’s time to close it down. Just in case you have actually been using Google+ in recent years, you can read their blog about their plans to shut it down and how you can save your data.

     

    You Can Now Sell Products Through Instagram Stories

    Earlier this year Instagram announced that it would be extending its product tagging feature from posts to Stories. For brands that have products for sale on their website, Instagram can be a powerful tool to bring people to your website and sell your goods! Instagram finally rolled out the new feature in recent months, so if you haven’t set up your product catalog yet, get to it! Instagram Stories is the new and best way to keep engagement up on Instagram. For more recent Instagram updates, read this.

     

    Your Facebook Page Can Join Facebook Groups

    Facebook Groups were around before Pages were a thing, and now they’re coming back in style. Some Groups will now allow Pages to join and post, so if you’re a brand that wants to get into some local niche Groups to promote events or services, give this a try. It’s a much better option than posting in Groups through your personal profile! Make sure you read the Group rules before posting, as many have rules against being overly promotional.

     

    Facebook Adding First-Party Cookies to Their Pixel

    Starting on October 24, 2018, Facebook will be adding first-party cookies to their Pixel. A cookie is a small snippet of text that is placed on the hard drive of a user’s computer by the server of a website that they visit. Facebook’s update is good for advertisers – the number of individuals manually blocking third-party cookies or deleting them regularly has been steadily increasing. Think about the number of times you clear your cache, you’re removing all those third-party cookies as opposed to the first-party cookies.

    As an advertiser, you can opt out of this if you want to (by default you’re opted in, you’ll need to change your settings to opt-out). For those who are advertising in data-sensitive areas such as healthcare and finance, you’ll want to opt-out.

    For everyone else, you’ll probably want to keep the first-party cookies. The first-party cookie (in addition to the third-party cookie that the Pixel already utilizes) will help give you more data and a better overall picture of your marketing efforts. This is good for advertisers!

    If you’re advertising on social, you can and should add tracking pixels to your website so you can utilize remarketing audiences.

     

    And just for fun…  7 Cringeworthy Social Media Fails.

     

    Questions about social media? Need help with a competitive audit or social strategy? Let us know! Email Caitlin at [email protected].

     

    Matter

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