Otufodurin pushes for journalists to leverage influencer marketing at MARKETING EDGE Fireside Chat
By Felicia Nwosu
The media landscape is in constant flux, demanding that journalists adapt and evolve to stay ahead. At MARKETING EDGE’s Fireside Conversation held recently, Lekan Otufodurin, Chief Executive Officer of Media Career Development Network, offered a compelling roadmap for this evolution, championing the rise of the journalist influencer.
He explained that, in today’s crowded media ecosystem, capturing and holding audience attention is a formidable challenge. The CEO of Media Career Development Network, addressed this challenge head-on while advocating for a new breed of media professional, the journalist influencer, adding that, the future of journalism hinges on the ability of professionals to connect with audiences in meaningful ways.
He urged media professionals to embrace the role of “journalist influencers” at MARKETING EDGE’s one-day intensive Fireside Conversation held today at the publication’s corporate office in Ikeja, Lagos. Otufodurin emphasized the evolving media landscape and the need for journalists to adapt to remain relevant and impactful.
The program, designed to enhance the capacity, skills, and competence of marketing professionals, aimed to equip attendees for strategic positioning within today’s competitive market. MARKETING EDGE, a leading brand-centric, marketing, and advertising publication, curated the event, featuring a diverse lineup of industry intellectuals across the Integrated Marketing Communications (IMC) spectrum.
Otufodurin, a prominent media trainer and consultant, focused his discussion on the challenges and opportunities facing media professionals in the digital age. He underscored the shifting expectations of audiences, who now demand not just information, but also inspiration, challenge, and genuine engagement. He argued that media organizations must proactively adapt to these evolving demands to maintain relevance and forge meaningful connections with their target audience.
He illustrated his points with compelling anecdotes about generational differences in media consumption, the ever-accelerating pace of technological change, and the rise of new media platforms. The media professional also shared personal experiences from his early career as a journalist, providing a stark contrast between traditional media practices and today’s digital landscape.
A key focus of his discussion was the growing influence and competition presented by influencers and bloggers, who are increasingly capturing a substantial portion of advertising revenue and audience attention. He urged media organizations to not only acknowledge this competition but also to develop innovative strategies to engage with these new players in the media ecosystem.
The communications instructor advocated for media professionals to evolve into “journalist influencers,” leveraging their established expertise, credibility, and journalistic integrity to cultivate a loyal following and effectively influence public discourse. He stressed the need for journalists to be digitally savvy and understand the nuances of various online platforms. He emphasized the importance of mastering one’s beat and becoming a recognized thought leader in their area of expertise.
The media trainer highlighted the importance of delivering content in the format required by the audience, understanding vertical media and bite-sized content, and mastering the art of radical transparency. He shared examples of how he positions himself as a thought leader on LinkedIn, demonstrating the kind of authoritative content that can attract attention and build influence. He also emphasized the importance of engaging with audiences and building a strong online presence.
The Fireside Conversation also addressed the broader challenges facing the media industry, including the imperative for efficient multimedia operations, the increasing sophistication and discerning nature of audiences, and the constant need to navigate a fiercely competitive market within a challenging economic climate.
The journalism mentor passionately urged media professionals to be deeply invested in the overall sustainability of their organizations and to actively contribute to business development strategies, recognizing that journalistic excellence and business acumen are no longer mutually exclusive but rather essential for survival. He emphasized the importance of understanding the “check signers” and tailoring content and strategies to meet their needs. He also discussed the importance of collaboration and leveraging the diverse skills within media organizations.
His call for “journalist influencers” resonated strongly with the audience, offering a practical and forward-thinking approach for media professionals navigating the complexities of the modern media landscape. His insights provided valuable guidance for journalists seeking to expand their reach, enhance their impact, and ensure their continued relevance in the digital age.
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