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Your Brand The Next Media Company How a Social Business Strategy Enables Better Content Smarter Marketing & Deeper Customer Relationships

Год выпуска: 2013-10-19
Автор: Michael Brito

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.

В 

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.

В 

Social business pioneer Michael Brito covers every step of the process, including:

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.

“In the social world, content rules. Michael’s book makes the case that in order for brands to thrive in this brave new world, brands must become media companies.”

–Pete Cashmore, Founder and CEO of Mashable

В 

“Your Brand, The Next Media Company is a great read for anyone who wants to understand and learn how to overcome the challenges of content marketing.”

–Elisa Steele, Chief Marketing Officer, Skype

В 

“An intelligently structured narrative that’s peppered with applicable, pragmatic advice. Your Brand, The Next Media Company belongs on the bookshelf of every CMO.”

–Jascha Kaykas-Wolff, Chief Marketing Officer, Mindjet

В 

“Looking to use social business strategy to build your brand into a thriving media company? Michael Brito’s new book holds the key. For practical, tactical inspiration, read on.”

–Claire Diaz-Ortiz, Social Innovation, Twitter

В 

“A must read if you are serious about using social business strategy to transform your brand into a media company!”

–Mei Lee, Vice President, Digital Marketing, Conde Nast 

В 

"In Your Brand, The Next Media Company, Michael Brito puts the content marketing conversation into a necessary and much needed context.”

–Ann Handley, Chief Content Officer, MarketingProfs

В 

“Brito has written a practical and thoroughly engaging book for brands looking to effectively become a media company using a sustainable social business strategy.”

–Amy Kavanaugh, Vice President Public Affairs, Taco Bell (YUM Brands)

Content is now king – and if you’re a brand marketer, you need to be a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational techniques, and insights and practical approaches for transforming your brand into a highly successful media company – and a winning social business!

В 

Social business pioneer Michael Brito covers every step of the process, including:

Along the way, Brito presents multiple case studies from brand leaders worldwide, including Coca Cola, RedBull, Oreo, Skittles, Old Spice, Dos Equis, Gatorade, Tide, and the NFL – delivering specific, powerfully relevant insights you can act on and profit from immediately.

В 

Michael Brito is a Group Director at WCG, a W2O Group company. He is responsible for helping clients transform their brands into media companies by implementing social business strategic initiatives that operationalize content strategy, scale community management, and integrate paid, earned, and owned media initiatives. Prior to WCG, Michael worked as a Senior Vice President of Edelman Digital and also for large, influential brands in Silicon Valley, such as Hewlett Packard, Yahoo, and Intel, where he was responsible for consumer social media marketing and community building. Very early on in his career, his role was focused on search marketing (paid and natural) and digital marketing. He has been building external communities ever since and believes that brands should focus on turning friends, fans, and followers into brand advocates and storytellers.В 

Michael is a frequent speaker at industry conferences, as well as a guest lecturer at various universities including the University of California, Berkeley; the University of San Francisco; Stanford University; Syracuse University; Golden Gate University; and Saint Mary’s College of California. He is also an Adjunct Professor at San Jose State University and UC Berkeley teaching social business and strategic social media. 

Michael has a Bachelor of Arts in Business degree from Saint Mary’s College and a Master of Science, Integrated Marketing Communications degree from Golden Gate University. He is also the author of Smart Business, Social Business: A Playbook for Social Media In The Organization, which was released in July 2011. He proudly served eight years in the United States Marine Corps.

ForewordВ В В В  xi

Introduction:В  Why This Book Matters Right Now and for the Next Several Years!В В В В  1

Why I Wrote This BookВ В В В  3

How This Book Is OrganizedВ В В В В  8

В В  Section 1: Understanding the External and Internal LandscapeВ В В В  8

В В  Section 2: Setting the Stage for Social Business TransformationВ В В В В  8

SECTION 1:В  UNDERSTANDING THE EXTERNAL AND INTERNAL LANDSCAPEВ В В В  13

1В  Understanding the Social Customer and the Chaotic World We Live InВ В В В  15

We Live in a Multi-Screen EconomyВ В В В В  16

CADD (Customer Attention Deficit Disorder) Is Among UsВ В В В В  19

Relevance Is the Key to Content ConsumptionВ В В В В  20

The Customer Journey Is DynamicВ В В В В В  23

Customers Are InfluentialВ В В В В  25

Business Objectives Stay the Same Despite the Changes ExternallyВ В В В В  27

Vendor Spotlight—Social Flow      28

2В  Defining Social Business Strategy and PlanningВ В В В  31

The Social Media “Bright and Shiny” Object      32

Social Media Has Caused Internal Business ChallengesВ В В В В  34

   Employees’ Inappropriate Use of Social Media      35

В В  Internal Confusion About Roles and ResponsibilitiesВ В В В В  35

В В  Inconsistent Social Media Measurement PracticesВ В В В В  36

В В  Outdated Crisis Communication ModelsВ В В В В  36

В В  Expanding Social Media Programs Globally Without Proper PlanningВ В  В В В 36

В В  Disjointed Content and Community Management PracticesВ В В В В  37

В В  The Daunting Task of Technology Selection and AdoptionВ В В В В  38

В В  Nonexistent Content Governance ModelsВ В В В В  38

The Three Pillars of Social Business: People, Process, and PlatformsВ  В В В В 39

The Social Business Value Creation ModelВ В В В В  41

The Differences Between a Social Brand and a Social BusinessВ В В В В  44

Vendor Spotlight—Sprinklr     47

SECTION 2: SETTING THE STAGE FOR SOCIAL BUSINESS TRANSFORMATIONВ В В В  51

3  Establishing a Centralized “Editorial” Social Business Center of Excellence    55

A Lesson from Tesla MotorsВ В В В В  57

Building Your Social Business Center of Excellence (CoE)В В В В В  60

В В  The Responsibilities of a Center of ExcellenceВ В В В В  62

В В  The Organizational DNA and Team DynamicsВ В В В В  63

В В  Considerations for Building a Social Business Center of ExcellenceВ В В В В  65

В В  How the Center of Excellence Integrates into Your OrganizationВ В В В В  68

   Vendor Spotlight—Jive      70

4В  Empowering Employees, Customers, and Partners to Feed the Content EngineВ В В В В  73

An Overview of Employee AdvocacyВ В В В В  74

Advocacy, Trust, and Credibility Are SynonymousВ В В В В В  76

В В  Employees as Brand JournalistsВ В В В В  78

An Overview of Customer AdvocacyВ В В В В  80

How to Scale and Plan an Enterprise Advocacy ProgramВ В В В В  81

В В  Program InfrastructureВ В В В  81

В В  Content StrategyВ В В В В  83

В В  MeasurementВ В В В В  84

В В  TechnologyВ В В В В  84

GaggleAMP Helps Scale Employee AdvocacyВ В В В В  85

Napkin Labs Helps Scale Customer AdvocacyВ В В В В  87

Pure Channel Apps and the Channel Partner Content OpportunityВ В В В В  88

Vendor Spotlight—Expion      90

5В  Building Your Social Business Command CenterВ В В В  93

The Strategic Importance of a Social Business Command CenterВ В В В В  94

The Social Business Command Center FrameworkВ В В В В  97

How to Build a Social Business Command CenterВ В В В В  98

В В  DiscoveryВ В В В В  98

В В  PlanningВ В В В В  99

В В  ImplementationВ В В В В  100

В В  ReportingВ В В В В  100

В В  KaizenВ В В В В  101

Social Business Command Centers in ActionВ В В В В  101

В В  University of OregonВ В В В В  101

В В  Cisco SystemsВ В В В В  102

В В  Clemson UniversityВ В В В  102

В В  American Red CrossВ В В В В  103

В В  GatoradeВ В В В В  103

The New Form of Command Center Operations: Real-Time Marketing В В В В В 103

   Not Everyone’s Onboard with Real-Time      105

В В  Real-Time Marketing Technology В В В В В 106

Vendor Spotlight: HootSuite, MutualMind, PeopleBrowsr, Tickr, and Tracx В В В В В 109

В В  HootSuite В В В В В 109

В В  MutualMind В В В В В 110

В В  PeopleBrowsr В В В В В 111

В В  Tickr В В В В В 112

В В  Tracx В В В В В 113

6В  Understanding the Challenges of Content Marketing В В В В 115

Examples of Brands Taking Content Marketing to the Next Level В В В В В 117

В В  Virgin Mobile В В В В В 117

В В  American Express В В В В В 118

В В  Marriott В В В В В 119

   L’Oréal      119

В В  Vanguard В В В В В 120

Content Marketing Challenges: What the Experts Say В В В В В 121

В В  Nestle Purina В В В В В 121

В В  AARP (American Association of Retired Persons) В В В В В 122

В В  Kellog В В В В В 122

В В  Cisco В В В В В 123

В В  Capri Sun В В В В В 123

В В  Mindjet В В В В В 124

В В  Sears В В В В В 124

В В  Kinvey В В В В В 124

В В  Ricoh В В В В В 125

В В  ArCompany В В В В В 125

Content Marketing Challenges: What Does the Data Show? В В В В В 125

Moving Past the Content Marketing Buzzword В В В В В 130

Vendor Spotlight—Kapost      131

SECTION 3:В  DEVELOPING YOUR CONTENT STRATEGY В В В В 137

7В  Defining Your Brand Story and Content Narrative В В В В 141

The Inputs Needed to Build Your Content Narrative В В В В В 143

В В  Brand Messaging & Product Benefits В В В В В 144

В В  The Non-Business Issues Important to Your BrandВ В В В  146

В В  Media Perceptions of the Brand В В В В 148

В В  Community Perceptions of the Brand В В В В В 149

В В  Fan Interests В В В В 150

В В  Historical and Current Content Performance В В В В В 154

В В  Consumer Search Behavior В В В В В 154

В В  Customer Service Pain Points В В В В 156

The Output Should Equal Your “Hero” Content Narrative      157

Simplifying Your Content Narrative В В В В В 158

Vendor Spotlight—Compendium      159

8В  Building Your Content Channel Strategy В В В В 163

Finding and Preventing Gaps with Your Social Media Channel StrategyВ В В В  164

Mapping Your Content Narrative to Social Channels В В В В В 167

Building Your Content Tiers by Channel В В В В В 171

Laser Focused Storytelling by Channel В В В В В 172

Diversifying Your Content Types per Channel В В В В В 174

The Importance of Visual Storytelling В В В В В 177

The Importance of Long-Form Content When Telling Stories В В В В В 178

В В  Search Engine Visibility В В В В В 178

В В  Thought Leadership В В В В В 179

Striking a Balance Between Long-Form and Short-Form Storytelling В В В В В 179

Best Practices for Writing Long-Form Content— It All Starts with the Title      180

Vendor Spotlight—Contently      183

9В  The Role of Converged Media in Your Content Strategy В В В В 185

Defining Converged Media В В В В В 187

Why Converged Media Is Important to Your Content Strategy В В В В 189

Converged Media Models В В В В В 192

В В  Facebook Promoted Posts (News Feed Marketing) В В В В В 192

В В  Content Syndication В В В В В 194

В В  Earned Media Amplification В В В В В 197

The Promise of Real-Time Marketing В В В В В 198

Real-Time Marketing Is More Than Just Being in Real Time В В В В В 200

The Creative Newsroom В В В В В 201

В В  Creative Newsroom 5-Step Activation Process В В В В В 203

В В  Creative Newsroom Models В В В В В 204

   Vendor Spotlight—Newscred      205

10В  How Content Governance Will Facilitate Media Company Transformation В В В В 207

Defining Content Governance В В В В В 209

Building an Effective Collaboration Model В В В В В 211

Proactive Content Workflows for Planned and Unplanned Content В В В В В 213

Reactive Escalation Workflows and Risk Assessment В В В В В 216

Governing New “Brand” Account Creation      218

Managing the Security of Social Media Passwords В В В В В 220

Vendor Spotlight—Spredfast      224

11В  Structuring Your Teams to Become a Content-Driven Organization В В В В 229

A Quick Lesson in Change Management В В В В В 231

Tearing Down the Organizational SilosВ В В В  232

Identifying Roles and Responsibilities В В В В 233

Structuring Your Content Organization by Channel В В В В В 238

Structuring Your Content Organization by Brand or Product В В В В В 240

Structuring Your Content Organization by RegionВ В В В  240

Structuring for Converged Media and Real-Time Marketing В В В В В 241

Choosing the Right Technology Platforms В В В В В 242

В В  Content Marketing Platforms В В В В В 243

В В  Social CRM/Content Publishing Platforms В В В В В 244

В В  Online Monitoring Vendors В В В В В 244

Vendor Spotlight—Skyword      245

   Step 1—Recruit and Manage Your Writers      245

   Step 2—Plan Your Content Strategy      245

   Step 4—Create and Optimize Your Content       246

   Step 5—Edit and Review Your Content     247

   Step 6—Promote Your Content Socially      247

   Step 7—Measure and Analyze the Performance of Your Content      247

IndexВ  В В В В 249

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.

В 

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.

В 

Social business pioneer Michael Brito covers every step of the process, including:

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.

“In the social world, content rules. Michael’s book makes the case that in order for brands to thrive in this brave new world, brands must become media companies.”

–Pete Cashmore, Founder and CEO of Mashable

В 

“Your Brand, The Next Media Company is a great read for anyone who wants to understand and learn how to overcome the challenges of content marketing.”

–Elisa Steele, Chief Marketing Officer, Skype

В 

“An intelligently structured narrative that’s peppered with applicable, pragmatic advice. Your Brand, The Next Media Company belongs on the bookshelf of every CMO.”

–Jascha Kaykas-Wolff, Chief Marketing Officer, Mindjet

В 

“Looking to use social business strategy to build your brand into a thriving media company? Michael Brito’s new book holds the key. For practical, tactical inspiration, read on.”

–Claire Diaz-Ortiz, Social Innovation, Twitter

В 

“A must read if you are serious about using social business strategy to transform your brand into a media company!”

–Mei Lee, Vice President, Digital Marketing, Conde Nast 

В 

"In Your Brand, The Next Media Company, Michael Brito puts the content marketing conversation into a necessary and much needed context.”

–Ann Handley, Chief Content Officer, MarketingProfs

В 

“Brito has written a practical and thoroughly engaging book for brands looking to effectively become a media company using a sustainable social business strategy.”

–Amy Kavanaugh, Vice President Public Affairs, Taco Bell (YUM Brands)

Content is now king – and if you’re a brand marketer, you need to be a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational techniques, and insights and practical approaches for transforming your brand into a highly successful media company – and a winning social business!

В 

Social business pioneer Michael Brito covers every step of the process, including:

Along the way, Brito presents multiple case studies from brand leaders worldwide, including Coca Cola, RedBull, Oreo, Skittles, Old Spice, Dos Equis, Gatorade, Tide, and the NFL – delivering specific, powerfully relevant insights you can act on and profit from immediately.

В 

Michael Brito is a Group Director at WCG, a W2O Group company. He is responsible for helping clients transform their brands into media companies by implementing social business strategic initiatives that operationalize content strategy, scale community management, and integrate paid, earned, and owned media initiatives. Prior to WCG, Michael worked as a Senior Vice President of Edelman Digital and also for large, influential brands in Silicon Valley, such as Hewlett Packard, Yahoo, and Intel, where he was responsible for consumer social media marketing and community building. Very early on in his career, his role was focused on search marketing (paid and natural) and digital marketing. He has been building external communities ever since and believes that brands should focus on turning friends, fans, and followers into brand advocates and storytellers.В 

Michael is a frequent speaker at industry conferences, as well as a guest lecturer at various universities including the University of California, Berkeley; the University of San Francisco; Stanford University; Syracuse University; Golden Gate University; and Saint Mary’s College of California. He is also an Adjunct Professor at San Jose State University and UC Berkeley teaching social business and strategic social media. 

Michael has a Bachelor of Arts in Business degree from Saint Mary’s College and a Master of Science, Integrated Marketing Communications degree from Golden Gate University. He is also the author of Smart Business, Social Business: A Playbook for Social Media In The Organization, which was released in July 2011. He proudly served eight years in the United States Marine Corps.

ForewordВ В В В  xi

Introduction:В  Why This Book Matters Right Now and for the Next Several Years!В В В В  1

Why I Wrote This BookВ В В В  3

How This Book Is OrganizedВ В В В В  8

В В  Section 1: Understanding the External and Internal LandscapeВ В В В  8

В В  Section 2: Setting the Stage for Social Business TransformationВ В В В В  8

SECTION 1:В  UNDERSTANDING THE EXTERNAL AND INTERNAL LANDSCAPEВ В В В  13

1В  Understanding the Social Customer and the Chaotic World We Live InВ В В В  15

We Live in a Multi-Screen EconomyВ В В В В  16

CADD (Customer Attention Deficit Disorder) Is Among UsВ В В В В  19

Relevance Is the Key to Content ConsumptionВ В В В В  20

The Customer Journey Is DynamicВ В В В В В  23

Customers Are InfluentialВ В В В В  25

Business Objectives Stay the Same Despite the Changes ExternallyВ В В В В  27

Vendor Spotlight—Social Flow      28

2В  Defining Social Business Strategy and PlanningВ В В В  31

The Social Media “Bright and Shiny” Object      32

Social Media Has Caused Internal Business ChallengesВ В В В В  34

   Employees’ Inappropriate Use of Social Media      35

В В  Internal Confusion About Roles and ResponsibilitiesВ В В В В  35

В В  Inconsistent Social Media Measurement PracticesВ В В В В  36

В В  Outdated Crisis Communication ModelsВ В В В В  36

В В  Expanding Social Media Programs Globally Without Proper PlanningВ В  В В В 36

В В  Disjointed Content and Community Management PracticesВ В В В В  37

В В  The Daunting Task of Technology Selection and AdoptionВ В В В В  38

В В  Nonexistent Content Governance ModelsВ В В В В  38

The Three Pillars of Social Business: People, Process, and PlatformsВ  В В В В 39

The Social Business Value Creation ModelВ В В В В  41

The Differences Between a Social Brand and a Social BusinessВ В В В В  44

Vendor Spotlight—Sprinklr     47

SECTION 2: SETTING THE STAGE FOR SOCIAL BUSINESS TRANSFORMATIONВ В В В  51

3  Establishing a Centralized “Editorial” Social Business Center of Excellence    55

A Lesson from Tesla MotorsВ В В В В  57

Building Your Social Business Center of Excellence (CoE)В В В В В  60

В В  The Responsibilities of a Center of ExcellenceВ В В В В  62

В В  The Organizational DNA and Team DynamicsВ В В В В  63

В В  Considerations for Building a Social Business Center of ExcellenceВ В В В В  65

В В  How the Center of Excellence Integrates into Your OrganizationВ В В В В  68

   Vendor Spotlight—Jive      70

4В  Empowering Employees, Customers, and Partners to Feed the Content EngineВ В В В В  73

An Overview of Employee AdvocacyВ В В В В  74

Advocacy, Trust, and Credibility Are SynonymousВ В В В В В  76

В В  Employees as Brand JournalistsВ В В В В  78

An Overview of Customer AdvocacyВ В В В В  80

How to Scale and Plan an Enterprise Advocacy ProgramВ В В В В  81

В В  Program InfrastructureВ В В В  81

В В  Content StrategyВ В В В В  83

В В  MeasurementВ В В В В  84

В В  TechnologyВ В В В В  84

GaggleAMP Helps Scale Employee AdvocacyВ В В В В  85

Napkin Labs Helps Scale Customer AdvocacyВ В В В В  87

Pure Channel Apps and the Channel Partner Content OpportunityВ В В В В  88

Vendor Spotlight—Expion      90

5В  Building Your Social Business Command CenterВ В В В  93

The Strategic Importance of a Social Business Command CenterВ В В В В  94

The Social Business Command Center FrameworkВ В В В В  97

How to Build a Social Business Command CenterВ В В В В  98

В В  DiscoveryВ В В В В  98

В В  PlanningВ В В В В  99

В В  ImplementationВ В В В В  100

В В  ReportingВ В В В В  100

В В  KaizenВ В В В В  101

Social Business Command Centers in ActionВ В В В В  101

В В  University of OregonВ В В В В  101

В В  Cisco SystemsВ В В В В  102

В В  Clemson UniversityВ В В В  102

В В  American Red CrossВ В В В В  103

В В  GatoradeВ В В В В  103

The New Form of Command Center Operations: Real-Time Marketing В В В В В 103

   Not Everyone’s Onboard with Real-Time      105

В В  Real-Time Marketing Technology В В В В В 106

Vendor Spotlight: HootSuite, MutualMind, PeopleBrowsr, Tickr, and Tracx В В В В В 109

В В  HootSuite В В В В В 109

В В  MutualMind В В В В В 110

В В  PeopleBrowsr В В В В В 111

В В  Tickr В В В В В 112

В В  Tracx В В В В В 113

6В  Understanding the Challenges of Content Marketing В В В В 115

Examples of Brands Taking Content Marketing to the Next Level В В В В В 117

В В  Virgin Mobile В В В В В 117

В В  American Express В В В В В 118

В В  Marriott В В В В В 119

   L’Oréal      119

В В  Vanguard В В В В В 120

Content Marketing Challenges: What the Experts Say В В В В В 121

В В  Nestle Purina В В В В В 121

В В  AARP (American Association of Retired Persons) В В В В В 122

В В  Kellog В В В В В 122

В В  Cisco В В В В В 123

В В  Capri Sun В В В В В 123

В В  Mindjet В В В В В 124

В В  Sears В В В В В 124

В В  Kinvey В В В В В 124

В В  Ricoh В В В В В 125

В В  ArCompany В В В В В 125

Content Marketing Challenges: What Does the Data Show? В В В В В 125

Moving Past the Content Marketing Buzzword В В В В В 130

Vendor Spotlight—Kapost      131

SECTION 3:В  DEVELOPING YOUR CONTENT STRATEGY В В В В 137

7В  Defining Your Brand Story and Content Narrative В В В В 141

The Inputs Needed to Build Your Content Narrative В В В В В 143

В В  Brand Messaging & Product Benefits В В В В В 144

В В  The Non-Business Issues Important to Your BrandВ В В В  146

В В  Media Perceptions of the Brand В В В В 148

В В  Community Perceptions of the Brand В В В В В 149

В В  Fan Interests В В В В 150

В В  Historical and Current Content Performance В В В В В 154

В В  Consumer Search Behavior В В В В В 154

В В  Customer Service Pain Points В В В В 156

The Output Should Equal Your “Hero” Content Narrative      157

Simplifying Your Content Narrative В В В В В 158

Vendor Spotlight—Compendium      159

8В  Building Your Content Channel Strategy В В В В 163

Finding and Preventing Gaps with Your Social Media Channel StrategyВ В В В  164

Mapping Your Content Narrative to Social Channels В В В В В 167

Building Your Content Tiers by Channel В В В В В 171

Laser Focused Storytelling by Channel В В В В В 172

Diversifying Your Content Types per Channel В В В В В 174

The Importance of Visual Storytelling В В В В В 177

The Importance of Long-Form Content When Telling Stories В В В В В 178

В В  Search Engine Visibility В В В В В 178

В В  Thought Leadership В В В В В 179

Striking a Balance Between Long-Form and Short-Form Storytelling В В В В В 179

Best Practices for Writing Long-Form Content— It All Starts with the Title      180

Vendor Spotlight—Contently      183

9В  The Role of Converged Media in Your Content Strategy В В В В 185

Defining Converged Media В В В В В 187

Why Converged Media Is Important to Your Content Strategy В В В В 189

Converged Media Models В В В В В 192

В В  Facebook Promoted Posts (News Feed Marketing) В В В В В 192

В В  Content Syndication В В В В В 194

В В  Earned Media Amplification В В В В В 197

The Promise of Real-Time Marketing В В В В В 198

Real-Time Marketing Is More Than Just Being in Real Time В В В В В 200

The Creative Newsroom В В В В В 201

В В  Creative Newsroom 5-Step Activation Process В В В В В 203

В В  Creative Newsroom Models В В В В В 204

   Vendor Spotlight—Newscred      205

10В  How Content Governance Will Facilitate Media Company Transformation В В В В 207

Defining Content Governance В В В В В 209

Building an Effective Collaboration Model В В В В В 211

Proactive Content Workflows for Planned and Unplanned Content В В В В В 213

Reactive Escalation Workflows and Risk Assessment В В В В В 216

Governing New “Brand” Account Creation      218

Managing the Security of Social Media Passwords В В В В В 220

Vendor Spotlight—Spredfast      224

11В  Structuring Your Teams to Become a Content-Driven Organization В В В В 229

A Quick Lesson in Change Management В В В В В 231

Tearing Down the Organizational SilosВ В В В  232

Identifying Roles and Responsibilities В В В В 233

Structuring Your Content Organization by Channel В В В В В 238

Structuring Your Content Organization by Brand or Product В В В В В 240

Structuring Your Content Organization by RegionВ В В В  240

Structuring for Converged Media and Real-Time Marketing В В В В В 241

Choosing the Right Technology Platforms В В В В В 242

В В  Content Marketing Platforms В В В В В 243

В В  Social CRM/Content Publishing Platforms В В В В В 244

В В  Online Monitoring Vendors В В В В В 244

Vendor Spotlight—Skyword      245

   Step 1—Recruit and Manage Your Writers      245

   Step 2—Plan Your Content Strategy      245

   Step 4—Create and Optimize Your Content       246

   Step 5—Edit and Review Your Content     247

   Step 6—Promote Your Content Socially      247

   Step 7—Measure and Analyze the Performance of Your Content      247

IndexВ  В В В В 249

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.

В 

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.

В 

Social business pioneer Michael Brito covers every step of the process, including:

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.

“In the social world, content rules. Michael’s book makes the case that in order for brands to thrive in this brave new world, brands must become media companies.”

–Pete Cashmore, Founder and CEO of Mashable

В 

“Your Brand, The Next Media Company is a great read for anyone who wants to understand and learn how to overcome the challenges of content marketing.”

–Elisa Steele, Chief Marketing Officer, Skype

В 

“An intelligently structured narrative that’s peppered with applicable, pragmatic advice. Your Brand, The Next Media Company belongs on the bookshelf of every CMO.”

–Jascha Kaykas-Wolff, Chief Marketing Officer, Mindjet

В 

“Looking to use social business strategy to build your brand into a thriving media company? Michael Brito’s new book holds the key. For practical, tactical inspiration, read on.”

–Claire Diaz-Ortiz, Social Innovation, Twitter

В 

“A must read if you are serious about using social business strategy to transform your brand into a media company!”

–Mei Lee, Vice President, Digital Marketing, Conde Nast 

В 

"In Your Brand, The Next Media Company, Michael Brito puts the content marketing conversation into a necessary and much needed context.”

–Ann Handley, Chief Content Officer, MarketingProfs

В 

“Brito has written a practical and thoroughly engaging book for brands looking to effectively become a media company using a sustainable social business strategy.”

–Amy Kavanaugh, Vice President Public Affairs, Taco Bell (YUM Brands)

Content is now king – and if you’re a brand marketer, you need to be a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational techniques, and insights and practical approaches for transforming your brand into a highly successful media company – and a winning social business!

В 

Social business pioneer Michael Brito covers every step of the process, including:

Along the way, Brito presents multiple case studies from brand leaders worldwide, including Coca Cola, RedBull, Oreo, Skittles, Old Spice, Dos Equis, Gatorade, Tide, and the NFL – delivering specific, powerfully relevant insights you can act on and profit from immediately.

В 

Michael Brito is a Group Director at WCG, a W2O Group company. He is responsible for helping clients transform their brands into media companies by implementing social business strategic initiatives that operationalize content strategy, scale community management, and integrate paid, earned, and owned media initiatives. Prior to WCG, Michael worked as a Senior Vice President of Edelman Digital and also for large, influential brands in Silicon Valley, such as Hewlett Packard, Yahoo, and Intel, where he was responsible for consumer social media marketing and community building. Very early on in his career, his role was focused on search marketing (paid and natural) and digital marketing. He has been building external communities ever since and believes that brands should focus on turning friends, fans, and followers into brand advocates and storytellers.В 

Michael is a frequent speaker at industry conferences, as well as a guest lecturer at various universities including the University of California, Berkeley; the University of San Francisco; Stanford University; Syracuse University; Golden Gate University; and Saint Mary’s College of California. He is also an Adjunct Professor at San Jose State University and UC Berkeley teaching social business and strategic social media. 

Michael has a Bachelor of Arts in Business degree from Saint Mary’s College and a Master of Science, Integrated Marketing Communications degree from Golden Gate University. He is also the author of Smart Business, Social Business: A Playbook for Social Media In The Organization, which was released in July 2011. He proudly served eight years in the United States Marine Corps.

ForewordВ В В В  xi

Introduction:В  Why This Book Matters Right Now and for the Next Several Years!В В В В  1

Why I Wrote This BookВ В В В  3

How This Book Is OrganizedВ В В В В  8

В В  Section 1: Understanding the External and Internal LandscapeВ В В В  8

В В  Section 2: Setting the Stage for Social Business TransformationВ В В В В  8

SECTION 1:В  UNDERSTANDING THE EXTERNAL AND INTERNAL LANDSCAPEВ В В В  13

1В  Understanding the Social Customer and the Chaotic World We Live InВ В В В  15

We Live in a Multi-Screen EconomyВ В В В В  16

CADD (Customer Attention Deficit Disorder) Is Among UsВ В В В В  19

Relevance Is the Key to Content ConsumptionВ В В В В  20

The Customer Journey Is DynamicВ В В В В В  23

Customers Are InfluentialВ В В В В  25

Business Objectives Stay the Same Despite the Changes ExternallyВ В В В В  27

Vendor Spotlight—Social Flow      28

2В  Defining Social Business Strategy and PlanningВ В В В  31

The Social Media “Bright and Shiny” Object      32

Social Media Has Caused Internal Business ChallengesВ В В В В  34

   Employees’ Inappropriate Use of Social Media      35

В В  Internal Confusion About Roles and ResponsibilitiesВ В В В В  35

В В  Inconsistent Social Media Measurement PracticesВ В В В В  36

В В  Outdated Crisis Communication ModelsВ В В В В  36

В В  Expanding Social Media Programs Globally Without Proper PlanningВ В  В В В 36

В В  Disjointed Content and Community Management PracticesВ В В В В  37

В В  The Daunting Task of Technology Selection and AdoptionВ В В В В  38

В В  Nonexistent Content Governance ModelsВ В В В В  38

The Three Pillars of Social Business: People, Process, and PlatformsВ  В В В В 39

The Social Business Value Creation ModelВ В В В В  41

The Differences Between a Social Brand and a Social BusinessВ В В В В  44

Vendor Spotlight—Sprinklr     47

SECTION 2: SETTING THE STAGE FOR SOCIAL BUSINESS TRANSFORMATIONВ В В В  51

3  Establishing a Centralized “Editorial” Social Business Center of Excellence    55

A Lesson from Tesla MotorsВ В В В В  57

Building Your Social Business Center of Excellence (CoE)В В В В В  60

В В  The Responsibilities of a Center of ExcellenceВ В В В В  62

В В  The Organizational DNA and Team DynamicsВ В В В В  63

В В  Considerations for Building a Social Business Center of ExcellenceВ В В В В  65

В В  How the Center of Excellence Integrates into Your OrganizationВ В В В В  68

   Vendor Spotlight—Jive      70

4В  Empowering Employees, Customers, and Partners to Feed the Content EngineВ В В В В  73

An Overview of Employee AdvocacyВ В В В В  74

Advocacy, Trust, and Credibility Are SynonymousВ В В В В В  76

В В  Employees as Brand JournalistsВ В В В В  78

An Overview of Customer AdvocacyВ В В В В  80

How to Scale and Plan an Enterprise Advocacy ProgramВ В В В В  81

В В  Program InfrastructureВ В В В  81

В В  Content StrategyВ В В В В  83

В В  MeasurementВ В В В В  84

В В  TechnologyВ В В В В  84

GaggleAMP Helps Scale Employee AdvocacyВ В В В В  85

Napkin Labs Helps Scale Customer AdvocacyВ В В В В  87

Pure Channel Apps and the Channel Partner Content OpportunityВ В В В В  88

Vendor Spotlight—Expion      90

5В  Building Your Social Business Command CenterВ В В В  93

The Strategic Importance of a Social Business Command CenterВ В В В В  94

The Social Business Command Center FrameworkВ В В В В  97

How to Build a Social Business Command CenterВ В В В В  98

В В  DiscoveryВ В В В В  98

В В  PlanningВ В В В В  99

В В  ImplementationВ В В В В  100

В В  ReportingВ В В В В  100

В В  KaizenВ В В В В  101

Social Business Command Centers in ActionВ В В В В  101

В В  University of OregonВ В В В В  101

В В  Cisco SystemsВ В В В В  102

В В  Clemson UniversityВ В В В  102

В В  American Red CrossВ В В В В  103

В В  GatoradeВ В В В В  103

The New Form of Command Center Operations: Real-Time Marketing В В В В В 103

   Not Everyone’s Onboard with Real-Time      105

В В  Real-Time Marketing Technology В В В В В 106

Vendor Spotlight: HootSuite, MutualMind, PeopleBrowsr, Tickr, and Tracx В В В В В 109

В В  HootSuite В В В В В 109

В В  MutualMind В В В В В 110

В В  PeopleBrowsr В В В В В 111

В В  Tickr В В В В В 112

В В  Tracx В В В В В 113

6В  Understanding the Challenges of Content Marketing В В В В 115

Examples of Brands Taking Content Marketing to the Next Level В В В В В 117

В В  Virgin Mobile В В В В В 117

В В  American Express В В В В В 118

В В  Marriott В В В В В 119

   L’Oréal      119

В В  Vanguard В В В В В 120

Content Marketing Challenges: What the Experts Say В В В В В 121

В В  Nestle Purina В В В В В 121

В В  AARP (American Association of Retired Persons) В В В В В 122

В В  Kellog В В В В В 122

В В  Cisco В В В В В 123

В В  Capri Sun В В В В В 123

В В  Mindjet В В В В В 124

В В  Sears В В В В В 124

В В  Kinvey В В В В В 124

В В  Ricoh В В В В В 125

В В  ArCompany В В В В В 125

Content Marketing Challenges: What Does the Data Show? В В В В В 125

Moving Past the Content Marketing Buzzword В В В В В 130

Vendor Spotlight—Kapost      131

SECTION 3:В  DEVELOPING YOUR CONTENT STRATEGY В В В В 137

7В  Defining Your Brand Story and Content Narrative В В В В 141

The Inputs Needed to Build Your Content Narrative В В В В В 143

В В  Brand Messaging & Product Benefits В В В В В 144

В В  The Non-Business Issues Important to Your BrandВ В В В  146

В В  Media Perceptions of the Brand В В В В 148

В В  Community Perceptions of the Brand В В В В В 149

В В  Fan Interests В В В В 150

В В  Historical and Current Content Performance В В В В В 154

В В  Consumer Search Behavior В В В В В 154

В В  Customer Service Pain Points В В В В 156

The Output Should Equal Your “Hero” Content Narrative      157

Simplifying Your Content Narrative В В В В В 158

Vendor Spotlight—Compendium      159

8В  Building Your Content Channel Strategy В В В В 163

Finding and Preventing Gaps with Your Social Media Channel StrategyВ В В В  164

Mapping Your Content Narrative to Social Channels В В В В В 167

Building Your Content Tiers by Channel В В В В В 171

Laser Focused Storytelling by Channel В В В В В 172

Diversifying Your Content Types per Channel В В В В В 174

The Importance of Visual Storytelling В В В В В 177

The Importance of Long-Form Content When Telling Stories В В В В В 178

В В  Search Engine Visibility В В В В В 178

В В  Thought Leadership В В В В В 179

Striking a Balance Between Long-Form and Short-Form Storytelling В В В В В 179

Best Practices for Writing Long-Form Content— It All Starts with the Title      180

Vendor Spotlight—Contently      183

9В  The Role of Converged Media in Your Content Strategy В В В В 185

Defining Converged Media В В В В В 187

Why Converged Media Is Important to Your Content Strategy В В В В 189

Converged Media Models В В В В В 192

В В  Facebook Promoted Posts (News Feed Marketing) В В В В В 192

В В  Content Syndication В В В В В 194

В В  Earned Media Amplification В В В В В 197

The Promise of Real-Time Marketing В В В В В 198

Real-Time Marketing Is More Than Just Being in Real Time В В В В В 200

The Creative Newsroom В В В В В 201

В В  Creative Newsroom 5-Step Activation Process В В В В В 203

В В  Creative Newsroom Models В В В В В 204

   Vendor Spotlight—Newscred      205

10В  How Content Governance Will Facilitate Media Company Transformation В В В В 207

Defining Content Governance В В В В В 209

Building an Effective Collaboration Model В В В В В 211

Proactive Content Workflows for Planned and Unplanned Content В В В В В 213

Reactive Escalation Workflows and Risk Assessment В В В В В 216

Governing New “Brand” Account Creation      218

Managing the Security of Social Media Passwords В В В В В 220

Vendor Spotlight—Spredfast      224

11В  Structuring Your Teams to Become a Content-Driven Organization В В В В 229

A Quick Lesson in Change Management В В В В В 231

Tearing Down the Organizational SilosВ В В В  232

Identifying Roles and Responsibilities В В В В 233

Structuring Your Content Organization by Channel В В В В В 238

Structuring Your Content Organization by Brand or Product В В В В В 240

Structuring Your Content Organization by RegionВ В В В  240

Structuring for Converged Media and Real-Time Marketing В В В В В 241

Choosing the Right Technology Platforms В В В В В 242

В В  Content Marketing Platforms В В В В В 243

В В  Social CRM/Content Publishing Platforms В В В В В 244

В В  Online Monitoring Vendors В В В В В 244

Vendor Spotlight—Skyword      245

   Step 1—Recruit and Manage Your Writers      245

   Step 2—Plan Your Content Strategy      245

   Step 4—Create and Optimize Your Content       246

   Step 5—Edit and Review Your Content     247

   Step 6—Promote Your Content Socially      247

   Step 7—Measure and Analyze the Performance of Your Content      247

IndexВ  В В В В 249

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.

В 

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.

В 

Social business pioneer Michael Brito covers every step of the process, including:

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.

“In the social world, content rules. Michael’s book makes the case that in order for brands to thrive in this brave new world, brands must become media companies.”

–Pete Cashmore, Founder and CEO of Mashable

В 

“Your Brand, The Next Media Company is a great read for anyone who wants to understand and learn how to overcome the challenges of content marketing.”

–Elisa Steele, Chief Marketing Officer, Skype

В 

“An intelligently structured narrative that’s peppered with applicable, pragmatic advice. Your Brand, The Next Media Company belongs on the bookshelf of every CMO.”

–Jascha Kaykas-Wolff, Chief Marketing Officer, Mindjet

В 

“Looking to use social business strategy to build your brand into a thriving media company? Michael Brito’s new book holds the key. For practical, tactical inspiration, read on.”

–Claire Diaz-Ortiz, Social Innovation, Twitter

В 

“A must read if you are serious about using social business strategy to transform your brand into a media company!”

–Mei Lee, Vice President, Digital Marketing, Conde Nast 

В 

"In Your Brand, The Next Media Company, Michael Brito puts the content marketing conversation into a necessary and much needed context.”

–Ann Handley, Chief Content Officer, MarketingProfs

В 

“Brito has written a practical and thoroughly engaging book for brands looking to effectively become a media company using a sustainable social business strategy.”

–Amy Kavanaugh, Vice President Public Affairs, Taco Bell (YUM Brands)

Content is now king – and if you’re a brand marketer, you need to be a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational techniques, and insights and practical approaches for transforming your brand into a highly successful media company – and a winning social business!

В 

Social business pioneer Michael Brito covers every step of the process, including:

Along the way, Brito presents multiple case studies from brand leaders worldwide, including Coca Cola, RedBull, Oreo, Skittles, Old Spice, Dos Equis, Gatorade, Tide, and the NFL – delivering specific, powerfully relevant insights you can act on and profit from immediately.

В 

Michael Brito is a Group Director at WCG, a W2O Group company. He is responsible for helping clients transform their brands into media companies by implementing social business strategic initiatives that operationalize content strategy, scale community management, and integrate paid, earned, and owned media initiatives. Prior to WCG, Michael worked as a Senior Vice President of Edelman Digital and also for large, influential brands in Silicon Valley, such as Hewlett Packard, Yahoo, and Intel, where he was responsible for consumer social media marketing and community building. Very early on in his career, his role was focused on search marketing (paid and natural) and digital marketing. He has been building external communities ever since and believes that brands should focus on turning friends, fans, and followers into brand advocates and storytellers.В 

Michael is a frequent speaker at industry conferences, as well as a guest lecturer at various universities including the University of California, Berkeley; the University of San Francisco; Stanford University; Syracuse University; Golden Gate University; and Saint Mary’s College of California. He is also an Adjunct Professor at San Jose State University and UC Berkeley teaching social business and strategic social media. 

Michael has a Bachelor of Arts in Business degree from Saint Mary’s College and a Master of Science, Integrated Marketing Communications degree from Golden Gate University. He is also the author of Smart Business, Social Business: A Playbook for Social Media In The Organization, which was released in July 2011. He proudly served eight years in the United States Marine Corps.

ForewordВ В В В  xi

Introduction:В  Why This Book Matters Right Now and for the Next Several Years!В В В В  1

Why I Wrote This BookВ В В В  3

How This Book Is OrganizedВ В В В В  8

В В  Section 1: Understanding the External and Internal LandscapeВ В В В  8

В В  Section 2: Setting the Stage for Social Business TransformationВ В В В В  8

SECTION 1:В  UNDERSTANDING THE EXTERNAL AND INTERNAL LANDSCAPEВ В В В  13

1В  Understanding the Social Customer and the Chaotic World We Live InВ В В В  15

We Live in a Multi-Screen EconomyВ В В В В  16

CADD (Customer Attention Deficit Disorder) Is Among UsВ В В В В  19

Relevance Is the Key to Content ConsumptionВ В В В В  20

The Customer Journey Is DynamicВ В В В В В  23

Customers Are InfluentialВ В В В В  25

Business Objectives Stay the Same Despite the Changes ExternallyВ В В В В  27

Vendor Spotlight—Social Flow      28

2В  Defining Social Business Strategy and PlanningВ В В В  31

The Social Media “Bright and Shiny” Object      32

Social Media Has Caused Internal Business ChallengesВ В В В В  34

   Employees’ Inappropriate Use of Social Media      35

В В  Internal Confusion About Roles and ResponsibilitiesВ В В В В  35

В В  Inconsistent Social Media Measurement PracticesВ В В В В  36

В В  Outdated Crisis Communication ModelsВ В В В В  36

В В  Expanding Social Media Programs Globally Without Proper PlanningВ В  В В В 36

В В  Disjointed Content and Community Management PracticesВ В В В В  37

В В  The Daunting Task of Technology Selection and AdoptionВ В В В В  38

В В  Nonexistent Content Governance ModelsВ В В В В  38

The Three Pillars of Social Business: People, Process, and PlatformsВ  В В В В 39

The Social Business Value Creation ModelВ В В В В  41

The Differences Between a Social Brand and a Social BusinessВ В В В В  44

Vendor Spotlight—Sprinklr     47

SECTION 2: SETTING THE STAGE FOR SOCIAL BUSINESS TRANSFORMATIONВ В В В  51

3  Establishing a Centralized “Editorial” Social Business Center of Excellence    55

A Lesson from Tesla MotorsВ В В В В  57

Building Your Social Business Center of Excellence (CoE)В В В В В  60

В В  The Responsibilities of a Center of ExcellenceВ В В В В  62

В В  The Organizational DNA and Team DynamicsВ В В В В  63

В В  Considerations for Building a Social Business Center of ExcellenceВ В В В В  65

В В  How the Center of Excellence Integrates into Your OrganizationВ В В В В  68

   Vendor Spotlight—Jive      70

4В  Empowering Employees, Customers, and Partners to Feed the Content EngineВ В В В В  73

An Overview of Employee AdvocacyВ В В В В  74

Advocacy, Trust, and Credibility Are SynonymousВ В В В В В  76

В В  Employees as Brand JournalistsВ В В В В  78

An Overview of Customer AdvocacyВ В В В В  80

How to Scale and Plan an Enterprise Advocacy ProgramВ В В В В  81

В В  Program InfrastructureВ В В В  81

В В  Content StrategyВ В В В В  83

В В  MeasurementВ В В В В  84

В В  TechnologyВ В В В В  84

GaggleAMP Helps Scale Employee AdvocacyВ В В В В  85

Napkin Labs Helps Scale Customer AdvocacyВ В В В В  87

Pure Channel Apps and the Channel Partner Content OpportunityВ В В В В  88

Vendor Spotlight—Expion      90

5В  Building Your Social Business Command CenterВ В В В  93

The Strategic Importance of a Social Business Command CenterВ В В В В  94

The Social Business Command Center FrameworkВ В В В В  97

How to Build a Social Business Command CenterВ В В В В  98

В В  DiscoveryВ В В В В  98

В В  PlanningВ В В В В  99

В В  ImplementationВ В В В В  100

В В  ReportingВ В В В В  100

В В  KaizenВ В В В В  101

Social Business Command Centers in ActionВ В В В В  101

В В  University of OregonВ В В В В  101

В В  Cisco SystemsВ В В В В  102

В В  Clemson UniversityВ В В В  102

В В  American Red CrossВ В В В В  103

В В  GatoradeВ В В В В  103

The New Form of Command Center Operations: Real-Time Marketing В В В В В 103

   Not Everyone’s Onboard with Real-Time      105

В В  Real-Time Marketing Technology В В В В В 106

Vendor Spotlight: HootSuite, MutualMind, PeopleBrowsr, Tickr, and Tracx В В В В В 109

В В  HootSuite В В В В В 109

В В  MutualMind В В В В В 110

В В  PeopleBrowsr В В В В В 111

В В  Tickr В В В В В 112

В В  Tracx В В В В В 113

6В  Understanding the Challenges of Content Marketing В В В В 115

Examples of Brands Taking Content Marketing to the Next Level В В В В В 117

В В  Virgin Mobile В В В В В 117

В В  American Express В В В В В 118

В В  Marriott В В В В В 119

   L’Oréal      119

В В  Vanguard В В В В В 120

Content Marketing Challenges: What the Experts Say В В В В В 121

В В  Nestle Purina В В В В В 121

В В  AARP (American Association of Retired Persons) В В В В В 122

В В  Kellog В В В В В 122

В В  Cisco В В В В В 123

В В  Capri Sun В В В В В 123

В В  Mindjet В В В В В 124

В В  Sears В В В В В 124

В В  Kinvey В В В В В 124

В В  Ricoh В В В В В 125

В В  ArCompany В В В В В 125

Content Marketing Challenges: What Does the Data Show? В В В В В 125

Moving Past the Content Marketing Buzzword В В В В В 130

Vendor Spotlight—Kapost      131

SECTION 3:В  DEVELOPING YOUR CONTENT STRATEGY В В В В 137

7В  Defining Your Brand Story and Content Narrative В В В В 141

The Inputs Needed to Build Your Content Narrative В В В В В 143

В В  Brand Messaging & Product Benefits В В В В В 144

В В  The Non-Business Issues Important to Your BrandВ В В В  146

В В  Media Perceptions of the Brand В В В В 148

В В  Community Perceptions of the Brand В В В В В 149

В В  Fan Interests В В В В 150

В В  Historical and Current Content Performance В В В В В 154

В В  Consumer Search Behavior В В В В В 154

В В  Customer Service Pain Points В В В В 156

The Output Should Equal Your “Hero” Content Narrative      157

Simplifying Your Content Narrative В В В В В 158

Vendor Spotlight—Compendium      159

8В  Building Your Content Channel Strategy В В В В 163

Finding and Preventing Gaps with Your Social Media Channel StrategyВ В В В  164

Mapping Your Content


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