News & Updates |
| Inundated as we all are by a constant flow of content — emails, social media, news, entertainment and beyond — capturing attention in critical moments remains a major pain point for communicators. |
| It can be tempting to blast messaging across as many channels as possible in a bid to find a maximum number of eyes and ears, but spraying and praying does little to ensure that your communications reach the right people at the right time. |
| And although the allure and opportunity of emerging platforms is attractive, while new tools such as generative AI can speed up the content production process, more content simply isn't always better. |
| So what's needed to develop a focused and effective content plan of the future? |
| Intentionality is the key, says Asha Gopalan Ramirez, who serves as the Americas lead for the Corporate Marketing and Communications practice at advertising and creative agency dentsu and a member of Ragan's Comms Week advisory board. |
| "Over the past few years, in pursuit of growth and quantity, we've lost our way," she told Ragan. "Everything needs a supporting blog, caption, podcast, email newsletter, etc. The atomization of content and the innumerable social channels that wield power over us has us creating so much stuff. This maximalist mentality ironically takes away from what the intention of our function always was: to create with intention." |
| She points to the rising popularity of experiences that are billed as "quiet" — quiet hair salons, rideshare options and restaurants — as evidence that people are looking to simplify and retreat from the noise. "I think we as a society will chase the desire to be more thoughtful, intentional and meaningful," she said. |
| Not sure how this imperative should play out in your role? Join us during Comms Week around the world Nov. 12-15 and at our 2024 Future of Communications Conference, Nov. 13-15 in Austin, Tex., to learn practical tips from the brightest minds in comms. |
| — Jess Zafarris, Director of Content, Ragan and PR Daily |
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