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Our 10 tips to blend marketing and revenue strategy into your journalism approach


Our 10 tips to blend marketing and revenue strategy into your journalism approach

Picture of Kiril Stoimenov
Kiril Stoimenov — Marketing and Communications Manager
February 06, 2024

In investigative journalism, the role of marketing and revenue strategies is pivotal.

It serves as the backbone that sustains impactful storytelling. Effectively marketing investigative work ensures it reaches the right audience, fostering engagement and dialogue around crucial issues. Moreover, establishing robust revenue streams is integral for the sustainability of investigative endeavours. 

We sat down with Mo Tafech, the smart mind behind revenue and marketing strategies at Fumaç and Mo's incredible voyage from mechanical engineering and sales to the heart of investigative journalism is a testament to the diverse opportunities available in the industry.

Today, we share with you 10 interactive and in-depth tips that Mo provided:

1. Diverse backgrounds:

The journalism industry is seeking professionals from diverse backgrounds beyond traditional journalism degrees. Use your unique expertise, whether it's in business, marketing, technology, or any other field. News organisations are increasingly open to welcoming talents with varied perspectives as they bring fresh ideas and innovation.

2. Leverage analytical skills:

Drawing from his background in Mechanical Engineering, I understood the importance of data analysis in marketing and revenue strategies. By engaging yourself in analytics, you can gain valuable insights into audience behaviour, content performance, and market trends. Leverage data to inform content decisions, optimise marketing campaigns, and drive revenue growth.

3. Engage with your audience:

Directly engaging with your audience enables a deeper understanding of their preferences and needs. Go beyond surveys and use various interactive tools like quizzes, polls, and comment sections to encourage dialogue. By actively listening to your audience, you can tailor your content to resonate more effectively with their interests.

4. Master time management:

Balancing responsibilities across multiple news organisations demands excellent time management skills. Prioritise tasks based on urgency and importance, set clear goals, and allocate time efficiently. By managing your time effectively, you can meet deadlines, attend to various projects, and maintain a productive work-life balance.

Marketing and ravenue strategy journalism ejc
"Build your network. Without my network, I wouldn’t be in the journalism industry now as it was a big pivot from the SaaS world" - Mo Tafech

5. Create a comprehensive marketing strategy:

A well-crafted marketing strategy is crucial for showcasing your online content effectively. Plan your content distribution across different platforms, leverage social media, and collaborate with influencers to expand your reach. An integrated marketing approach enriches brand visibility, attracts new readers, and gains reader loyalty.

6. Embrace innovation in revenue streams:

Beyond traditional advertising, explore inventive revenue streams to support your journalism organisation. Consider implementing membership programs with exclusive benefits, hosting live events or workshops, and establishing partnerships with like-minded businesses. Diversifying income sources reduces dependence on one revenue stream and ensures financial sustainability.

7. The art of fundraising:

In the world of journalism, effective fundraising is akin to skilled salesmanship. Cultivate relationships with potential donors and foundations through personalised communication. Demonstrate the impact of your journalism and align it with their values. You can secure funding to sustain your mission-driven work by building trust and rapport.

8. Showcase session and industry knowledge:

For aspiring professionals without a journalism background, enthusiasm and industry knowledge are crucial. Demonstrate your passion for journalism by staying updated with industry trends, attending relevant workshops, and actively engaging with journalism communities. A deep understanding of the industry will strengthen your credibility and open doors to new opportunities.

9. Learn from others' experiences:

Success in journalism often comes from learning and adapting from the experiences of others. Stay connected with fellow journalists, attend industry events, and join online communities to gain insights into various strategies and tactics. Embrace both successes and failures as valuable learning opportunities.

Join our own Journalism Innovation Network: an exclusive space for news-driven innovators and media entrepreneurs in Europe.

10. Attend workshops and conferences:

Invest in continuous learning and networking by attending workshops, conferences, and webinars hosted by reputable organisations. Engage with industry experts, learn about emerging trends, and exchange ideas with fellow professionals. Building a solid network can lead to collaborations, mentorships, and new career prospects.

Source: Interview done as part of the EJC's 100 Paths to Journalism: working with revenue streams and marketing strategies by Linda Vecvagare


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