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I’ve spent some time over the past week staring at the lake – the movement of the waves, the reflections on the water, boats in the sun – it seems different throughout the day. And I feel like our job, as marketers, is to try and roll with the ever-changing market and adjust as we can.

Give this cool tune by Queens of the Stone Age a listen with me as we see what the experts are saying this week…

Worried about the Rapidly Increasing Need for Content?

Ever feel like you can never produce enough content? More than half of us are still operating with either zero or just one full-time team member dedicated to content marketing. Top it off with a competitive market for freelance and contracted talent, and you’ll find some stressed-out marketers.

According to B2B Marketing Zone, there are strategies you can implement to meet the need for content despite the challenges:

  1. Tighten standard operating procedures
  2. Only create content your audience wants
  3. Create content for SEO snippets

No matter who you are or what you’re selling, the best content strategy to keep you from coming undone will always be one that focuses on providing long-term value to your audience consistently, despite the demands of today.

And Speaking of Content… Check out this Podcast!

I recently had the chance to join Glenn Schmelzle on his podcast, Funnel Reboot. I suggest you check it out if you haven’t – lots of great lead gen content, and I am honoured he asked me to take part. We discussed how marketing can (and needs to) understand how new sales dynamics are affecting us – give it a listen!

Worried About Rapidly Increasing Ticket Prices?

Does it feel like the cost of concert tickets has been skyrocketing this summer? After a couple of years of being sidelined by the COVID pandemic, the live music industry has roared back to life – and it looks like artists and promoters are looking to make up for lost time (and money).

The Globe and Mail took a look at some upcoming Toronto shows and found that the cheapest tickets for Red Hot Chili Peppers are going for $200. Standing room at that show? Almost $900! If Kendrick Lamar is more to your taste, tickets will cost you about $500.

As of late June, the average ticket to one of the 100 most popular tours in North America cost $108.20 USD – a 17% increase over the average ticket in 2019, the last full year of live events, according to concert data provider Pollstar. And concertgoers are spending more after they arrive at shows. Live Nation’s revenue per fan from in-venue merch sales was up 30% compared with 2019.

There is evidence to suggest that the price increases are being driven at least partly by increased demand. In the first half of 2022, tours attracted 5% more audience members than in 2019 and took in 25% more revenue.

It’s no one cause, but a matter of that and this, these and those. The combination of high demand, the need to recoup the losses of the last couple of years, and surely some other factors we haven’t considered are resulting in some real financial pain for the fans.

As always, don’t hesitate to call me to brainstorm or just say hello.

Looking forward,

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat