Title Page
by Michael Brito
Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships
- 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
- 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
- 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
- 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
- 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
- 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
- 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
Your Brand, The Next Media Company
How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships
Michael Brito
800 East 96th Street,
Indianapolis, Indiana 46240 USA
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