What content strategy and technology will leading brands use in 2024?

The state of digital content 2024

Industry insights

Marketing advice from industry experts

by Canto  |  November 19, 2020

2 min. read
Eine Gruppe von Mitarbeitern begutachtet eine Reihe von Diagrammen zum Thema Enterprise Resource Planning.

In the world of marketing things happen fast. Communicating your brand across a variety of platforms, launching campaigns, strategizing – there’s always a lot happening in the industry. And with countless ways to market to your customer, getting your strategy right can feel like an overwhelming challenge.

We’re fortunate to have several marketing masterminds as customers, so took the chance to reach out and ask for some tips and marketing secrets. Here’s what they had to say.

Ida Rehnström, Head of Communications and Strategic Partnerships at FSC Denmark

Ida sees authenticity as being the best approach in an industry full of buzz and trends.

“The truth will set you free! 2020 is all about being genuinely honest about yourself, your organization and your brand. Consumers and stakeholders are done with ‘clever’ marketing and a glossy surface, they want to know what’s up. So put your old school marketing books back on the shelf, start a conversation, and get real.”

Brian Bayer, Communications Specialist at the University of Pittsburgh School of Health and Rehabilitation Sciences

Brian took time out to provide us with some tips.

“It’s all about finding a way to focus, it seems like there’s a new social media platform every week, and when you add on video production, analytics, SEO, design, external communications, publications and around one hundred other areas, it can feel overwhelming. That’s why it’s so important to figure out how to balance your time and work as efficiently as possible.”

Brian values the need for consistency when handling high volumes of work.

“Producing a volume of high-quality work is what makes marketing so exciting! It’s a great combination of creativity, project management, and strategic thinking. But if you don’t know how to manage your time and focus on projects, it’s easy for things to get out of hand. Develop collaborative team workflows wherever possible – it helps balance out the work, and promises diverse perspectives which make for a better final product.”

Marci Falvey, Senior Director of Communications at the New World Symphony, America’s Orchestral Academy

Marci writes of the value in building a foundation that puts your message at the forefront of any campaign.

“The best advice I received was to picture pyramids when I write. The foundation of your message should always be stated first, and assume that you lose more and more of your audience the longer you ask them to read. Your message shouldn’t be compromised by today’s shorter attention spans and mindless scrolling.”

We hope these top inside tips from three leaders in their fields help you find your marketing flow.