Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships (Que Biz-Tech)

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9780789751614: Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships (Que Biz-Tech)

There is a content surplus and an attention deficit in the minds of consumers today. They are highly influential and aiding others 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 value add content in order to break through the clutter and successfully change their behavior. 

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 insights and practical approaches for transforming your brand into a highly successful media company. 

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 infrastructure and teams, and setting the stage for transformation 
  • Creating a real-time command center that will help facilitate reactive and proactive content creation 
  • Identifying and overcoming the specific content challenges that your brand is dealing with 
  • Building a centralized editorial team that will drive content strategy, governance and cross team collaboration 
  • Enabling customers and employees to feed the content engine 
  • Developing your content strategy that can be executed across all media 
  • Transitioning from "brand messaging" to a highly relevant content narrative
  • Successfully integrating paid, earned, and owned media content 
  • Distributing the right content at the right time through the right channels to the right customers 
  • Mastering the critical new roles of the community managers and others as you build your media company
  • Evaluating the content technology 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 begin the transformation from brand to media company.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

From the Author:

There is no doubt in mind that you will find value in reading this book. It's not based on theory, assumptions or what I think might work for you. This book is based on my real experience helping companies transform their brands into media companies. The narrative is pretty simple. I give a complete 360 degree view of today's unpredictable and dynamic customer. I then give a deep dive of social business strategy since this is what is needed to change your business. I then help you build the infrastructure for your transformation - building a centralized team, operationalizing employee/customers advocacy programs that will help feed the content engine and building a command center to help you capitalize on real-time marketing opportunities. The rest of the book is focused on content strategy. Not just the content narrative, but how you will tell that brand story across paid, earned and owned media channels with a strong emphasis on content governance. 

From the Back Cover:

"Brito has written a practical and thoroughly engaging book for brands looking to effectively launch a sustainable social business strategy. Whether early in the process or evolving your current approach, Brito's holistic view provides actionable insights to help you navigate both the internal and external challenges we all face. I recommend this book to anyone who wants their brand to remain relevant in a world where meaningful and authentic connections with social customers are now tables stakes!" - Amy Kavanaugh, Vice President Public Affairs, Taco Bell (YUM Brands)


"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 Lead, Twitter


"Whether your business is selling widgets or services, success depends on thinking more in terms of delivering stories about those widgets or services and how people use them than about pumping out feature-rich fact sheets or ads.Your customers want to hear those stories, so find more ways to tell them! Reach out to your brand advocates and collaborate with them, and don't forget to include quality of engagement in your metrics for a better overall view of how you're doing. In other words, think like a publisher--you'll get better results." - Ted Rubin, Chief Social Marketing Officer, Collective Bias


"The future of digital media is alive and well and it's you. In Your Brand: The Next Media Company, Michael Brito provides a clear roadmap for transforming your business into a more relevant, social and meaningful media company. He has followed up a fantastic book on social business with a roadmap for transforming your company into an agile, ubiquitous and relevant content machine; and he covers all bases from social business to content marketing to structuring your organization for success." - Lee Odden, Founder and CEO of TopRank Online Marketing 


"In Your Brand: The Next Media Company, Michael Brito puts the content marketing conversation into a necessary, needed context. He explains how some fundamental shifts in the way consumers make purchasing decisions changes everything for brands, and why the smartest brands should listen up!" - Ann Handley, Chief Content Officer, MarketingProfs


"Every company is a media company, no matter your business model. I've been preaching this for over 7 years, and Michael Brito offers one of the most lucid and useful resources on the topic yet. Buy this book, you won't regret it." - Brian Clark, CEO of Copyblogger Media


"An incredibly accurate assessment of the social customer and the challenges we face today in garnering their attention. Brito captures the very essence of what it takes for brands to cultivate awareness and loyalty in today's saturated content marketplace. Packed with first-hand knowledge from tenured marketing and agency executives, this text is a must-read for anyone invested in tackling the content marketing space and making a true impact on the industry and, most importantly, the consumer." - Shafqat Islam, Co-founder and CEO of NewsCred


"Yes, we are all media companies now...but so many brands don't know how to make this important transition. Take this book, read it and put it under your pillow. This book will transform your marketing from "also ran" to dominating your informational niche. Now is the time!" - Joe Pulizzi, Founder, Content Marketing Institute

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Brito, Michael
Editore: Que Publishing (2013)
ISBN 10: 0789751615 ISBN 13: 9780789751614
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Descrizione libro Que Publishing. Condizione libro: New. 0789751615 Choose Expedited shipping for fastest delivery. Satisfaction Guaranteed. Orders ship within 1-2 business days w/ free USPS tracking. Codice libro della libreria Z0789751615ZN

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