Your Brand, The Next Media Company

Empowering Employees, Customers, and Partners to Feed the Content Engine 73 An Overview of Employee Advocacy 74 Advocacy, Trust, and Credibility Are Synonymous 76 Employees as Brand Journalists 78 An Overview of Customer Advocacy 80 How to Scale and Plan an Enterprise Advocacy Program 81 Program Infrastructure 81 Content Strategy 83 Measurement 84 Technology 84 GaggleAMP Helps Scale Employee Advocacy 85 Napkin Labs Helps Scale Customer Advocacy 87 Pure Channel Apps and the Channel Partner Content Opportunity 88 Vendor Spotlight-Expion 90 5 Building Your Social Business Command Center 93 The Strategic Importance of a Social Business Command Center 94 The Social Business Command Center Framework 97 How to Build a Social Business Command Center 98 Discovery 98 Planning 99 Implementation 100 Reporting 100 Kaizen 101 Social Business Command Centers in Action 101 University of Oregon 101 Cisco Systems 102 Clemson University 102 American Red Cross 103 Gatorade 103 The New Form of Command Center Operations: Real-Time Marketing 103 Not Everyone's Onboard with Real-Time 105 Real-Time Marketing Technology 106 Vendor Spotlight: HootSuite, MutualMind, PeopleBrowsr, Tickr, and Tracx 109 HootSuite 109 MutualMind 110 PeopleBrowsr 111 Tickr 112 Tracx 113 6 Understanding the Challenges of Content Marketing 115 Examples of Brands Taking Content Marketing to the Next Level 117 Virgin Mobile 117 American Express 118 Marriott 119 L'Oreal 119 Vanguard 120 Content Marketing Challenges: What the Experts Say 121 Nestle Purina 121 AARP (American Association of Retired Persons) 122 Kellog 122 Cisco 123 Capri Sun 123 Mindjet 124 Sears 124 Kinvey 124 Ricoh 125 ArCompany 125 Content Marketing Challenges: What Does the Data Show? 125 Moving Past the Content Marketing Buzzword 130 Vendor Spotlight-Kapost 131 SECTION 3: DEVELOPING YOUR CONTENT STRATEGY 137 7 Defining Your Brand Story and Content Narrative 141 The Inputs Needed to Build Your Content Narrative 143 Brand Messaging & Product Benefits 144 The Non-Business Issues Important to Your Brand 146 Media Perceptions of the Brand 148 Community Perceptions of the Brand 149 Fan Interests 150 Historical and Current Content Performance 154 Consumer Search Behavior 154 Customer Service Pain Points 156 The Output Should Equal Your "Hero" Content Narrative 157 Simplifying Your Content Narrative 158 Vendor Spotlight-Compendium 159 8 Building Your Content Channel Strategy 163 Finding and Preventing Gaps with Your Social Media Channel Strategy 164 Mapping Your Content Narrative to Social Channels 167 Building Your Content Tiers by Channel 171 Laser Focused Storytelling by Channel 172 Diversifying Your Content Types per Channel 174 The Importance of Visual Storytelling 177 The Importance of Long-Form Content When Telling Stories 178 Search Engine Visibility 178 Thought Leadership 179 Striking a Balance Between Long-Form and Short-Form Storytelling 179 Best Practices for Writing Long-Form Content- It All Starts with the Title 180 Vendor Spotlight-Contently 183 9 The Role of Converged Media in Your Content Strategy 185 Defining Converged Media 187 Why Converged Media Is Important to Your Content Strategy 189 Converged Media Models 192 Facebook Promoted Posts (News Feed Marketing) 192 Content Syndication 194 Earned Media Amplification 197 The Promise of Real-Time Marketing 198 Real-Time Marketing Is More Than Just Being in Real Time 200 The Creative Newsroom 201 Creative Newsroom 5-Step Activation Process 203 Creative Newsroom Models 204 Vendor Spotlight-Newscred 205 10 How Content Governance Will Facilitate Media Company Transformation 207 Defining Content Governance 209 Building an Effective Collaboration Model 211 Proactive Content Workflows for Planned and Unplanned Content 213 Reactive Escalation Workflows and Risk Assessment 216 Governing New "Brand" Account Creation 218 Managing the Security of Social Media Passwords 220 Vendor Spotlight-Spredfast 224 11 Structuring Your Teams to Become a Content-Driven Organization 229 A Quick Lesson in Change Management 231 Tearing Down the Organizational Silos 232 Identifying Roles and Responsibilities 233 Structuring Your Content Organization by Channel 238 Structuring Your Content Organization by Brand or Product 240 Structuring Your Content Organization by Region 240 Structuring for Converged Media and Real-Time Marketing 241 Choosing the Right Technology Platforms 242 Content Marketing Platforms 243 Social CRM/Content Publishing Platforms 244 Online Monitoring Vendors 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 Index 249