Book description
Content is still king–and if you’re a brand marketer, you need to start thinking like a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational frameworks, and practical approaches for transforming your brand into a highly successful media company.
There is a content and media surplus in the marketplace, and there is an attention deficit in the minds of consumers today. Their lives are dynamic and completely unpredictable. They are highly influential and aid their peers down the purchase funnel using organic conversations about the products they care about and the ones they don’t. In order to reach these consumers, brands must create recent, relevant, and game changing content to break through the clutter and successfully change their behavior.
Social business pioneer Michael Brito covers every step of the process, including:
Understanding the unpredictable nature and dynamic behaviors of the social customer
Deploying social business strategies that will help facilitate the change from brand to media company
Building a content organization and setting the stage for transformation
Creating a real-time command center that will help facilitate reactive and proactive content marketing
Creating a centralized editorial team that will drive content strategy, governance, and cross-team collaboration
Building the content supply chain (workflows for content ideation, creation, approval, distribution, and integration)
Enabling customers and employees (brand journalists) to feed the content engine
Developing your content strategy that can be executed across paid, earned, and owned media content
Transitioning from “brand messaging” to a highly relevant content narrative
Evaluating the content marketing vendors and software platforms vying for your business
Along the way, Brito presents multiple case studies from brand leaders worldwide, including RedBull, Oreo, Tesla Motors, Burberry, Sharpie, and Pepsi—delivering specific, actionable, powerfully relevant insights you can act on to begin the transformation from brand to media company.
Table of contents
- About This eBook
- Title Page
- Copyright Page
- Praise for Your Brand, The Next Media Company
- Table of Contents
- Foreword
- About the Author
- Dedication
- Acknowledgments
- We Want to Hear from You!
- Reader Services
- Introduction: Why This Book Matters Right Now and for the Next Several Years!
- Section I: Understanding the External and Internal Landscape
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Section II: Setting the Stage for Social Business Transformation
- Chapter 3: Establishing a Centralized “Editorial” Social Business Center of Excellence
- Chapter 4: Empowering Employees, Customers, and Partners to Feed the Content Engine
- Chapter 5: Building Your Social Business Command Center
- Chapter 6: Understanding the Challenges of Content Marketing
- 3. Establishing a Centralized “Editorial” Social Business Center of Excellence
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4. Empowering Employees, Customers, and Partners to Feed the Content Engine
- An Overview of Employee Advocacy
- Advocacy, Trust, and Credibility Are Synonymous
- An Overview of Customer Advocacy
- How to Scale and Plan an Enterprise Advocacy Program
- GaggleAMP Helps Scale Employee Advocacy
- Napkin Labs Helps Scale Customer Advocacy
- Pure Channel Apps and the Channel Partner Content Opportunity
- Vendor Spotlight—Expion
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5. Building Your Social Business Command Center
- The Strategic Importance of a Social Business Command Center
- The Social Business Command Center Framework
- How to Build a Social Business Command Center
- Social Business Command Centers in Action
- The New Form of Command Center Operations: Real-Time Marketing
- Vendor Spotlight: HootSuite, MutualMind, PeopleBrowsr, Tickr, and Tracx
- 6. Understanding the Challenges of Content Marketing
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Section III: Developing Your Content Strategy
- Chapter 7: Defining Your Brand Story and Content Narrative
- Chapter 8: Building Your Content Channel Strategy
- Chapter 9: The Role of Converged Media in Your Content Strategy
- Chapter 10: How Content Governance Will Facilitate Media Company Transformation
- Chapter 11: Structuring Your Teams to Become a Content-Driven Organization
- 7. Defining Your Brand Story and Content Narrative
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8. Building Your Content Channel Strategy
- Finding and Preventing Gaps with Your Social Media Channel Strategy
- Mapping Your Content Narrative to Social Channels
- Building Your Content Tiers by Channel
- Laser Focused Storytelling by Channel
- Diversifying Your Content Types per Channel
- The Importance of Visual Storytelling
- The Importance of Long-Form Content When Telling Stories
- Striking a Balance Between Long-Form and Short-Form Storytelling
- Best Practices for Writing Long-Form Content—It All Starts with the Title
- Vendor Spotlight—Contently
- 9. The Role of Converged Media in Your Content Strategy
- 10. How Content Governance Will Facilitate Media Company Transformation
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11. Structuring Your Teams to Become a Content-Driven Organization
- A Quick Lesson in Change Management
- Tearing Down the Organizational Silos
- Identifying Roles and Responsibilities
- Structuring Your Content Organization by Channel
- Structuring Your Content Organization by Brand or Product
- Structuring Your Content Organization by Region
- Structuring for Converged Media and Real-Time Marketing
- Choosing the Right Technology Platforms
- Vendor Spotlight—Skyword
- Index
Product information
- Title: Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships
- Author(s):
- Release date: October 2013
- Publisher(s): Que
- ISBN: 9780133479959
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