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Your Brand, the Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships
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,
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.
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,
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.
- GenresBusinessSocial Media
257 pages, Hardcover
First published September 19, 2013
15 people are currently reading
97 people want to read
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Displaying 1 - 4 of 4 reviews
April 22, 2015
The Future of Social Media: The Content Code
I have seen the future of social media, and it is bright. Mark Schaefer’s new book, The Content Code, is the answer to a conundrum that most social media managers are facing today: lack of content engagement. Too many voices are clamoring for a limited online attention span. Schaefer’s new book provides a road map for not only breaking through the noise, but building a long-term Alpha Audience that can help ignite your content regularly.
I have the pleasure of working with people from many sectors: higher education, college athletics, nonprofits, and authors. Finding good resources that hit the mark for everyone is sometimes a challenge. But The Content Code, is a top shelf book. It’s one I will grab time and time again and recommend to everyone.
The dilemma: adults in the western world consume content an average of 10 hours per day. Schaefer says, “This intersection of finite content availability is creating a marketing industry tremor I characterize as Content Shock. Content demand is flat as volume increases.” Social sharing becomes more important as brands struggle to be heard. The bottom line, according to Schaefer: content that is not discovered has no value. So how do brands build that discoverability and create ignition? By being a BADASS.
The acronym defines the six elements of the code:
-Brand development
-Audience and influencers
-Distribution
-Advertising, promotion, and SEO
-“Shareability” embedded into each piece of content
-Social proof and social signals
The book connects some important dots that are missing in today’s marketing practices. Our focus today is on creating content that catches people’s attention, but not on audience development. Without audience development, our content continues to float in space, hopefully getting snagged by an interested passerby. As Schaefer reminds readers: “Business results on the web don’t come from content, they come from content that moves.”
Much of the meat of the book comes in the chapters on developing what Schaefer calls an Alpha Audience. Content ignition depends on a loyal, invested, and cultivated group of advocates.
“A brand’s advocates account for a significant amount of its earned media: Brands with high advocate populations generate up to 264% more earned media impressions per campaign than brands with fewer advocates.”
Some of my favorite quotes from the book:
“What every organization needs before conquering a digital strategy is a human strategy.”
“Anybody can figure out ways to generate short-term web traffic. But that’s simply a battle for attention you can never win.”
“Traffic alone will never, ever create an Alpha audience.”
“Don’t confuse activity with audience.”
“Find your ‘it’ factor. To stand out on the web you need to be an original…and to be original you have only one choice—find the courage to dig down deep and infuse your content with a bit of your personality , a bit of your own creativity. You have no competitors, there is only one you.”
Another paradigm shifter is the chapter on building a Heroic Brand. On today’s internet, you can’t just post content and forget about it. “To be more effective at promoting your content, you first need to become more effective at promoting other people’s content. The internet is a relationship economy.”
I don’t have space enough to touch on all the highlights—this book is packed full. It is not just theoretical, it is practical. As I mentioned earlier, it is a road map. And the path is clear, but it will take new thinking and a lot of work. Those that commit to do the work will rise. I highly recommend the read—get it now and get going. Now is the time to get your BADASS on.
I have seen the future of social media, and it is bright. Mark Schaefer’s new book, The Content Code, is the answer to a conundrum that most social media managers are facing today: lack of content engagement. Too many voices are clamoring for a limited online attention span. Schaefer’s new book provides a road map for not only breaking through the noise, but building a long-term Alpha Audience that can help ignite your content regularly.
I have the pleasure of working with people from many sectors: higher education, college athletics, nonprofits, and authors. Finding good resources that hit the mark for everyone is sometimes a challenge. But The Content Code, is a top shelf book. It’s one I will grab time and time again and recommend to everyone.
The dilemma: adults in the western world consume content an average of 10 hours per day. Schaefer says, “This intersection of finite content availability is creating a marketing industry tremor I characterize as Content Shock. Content demand is flat as volume increases.” Social sharing becomes more important as brands struggle to be heard. The bottom line, according to Schaefer: content that is not discovered has no value. So how do brands build that discoverability and create ignition? By being a BADASS.
The acronym defines the six elements of the code:
-Brand development
-Audience and influencers
-Distribution
-Advertising, promotion, and SEO
-“Shareability” embedded into each piece of content
-Social proof and social signals
The book connects some important dots that are missing in today’s marketing practices. Our focus today is on creating content that catches people’s attention, but not on audience development. Without audience development, our content continues to float in space, hopefully getting snagged by an interested passerby. As Schaefer reminds readers: “Business results on the web don’t come from content, they come from content that moves.”
Much of the meat of the book comes in the chapters on developing what Schaefer calls an Alpha Audience. Content ignition depends on a loyal, invested, and cultivated group of advocates.
“A brand’s advocates account for a significant amount of its earned media: Brands with high advocate populations generate up to 264% more earned media impressions per campaign than brands with fewer advocates.”
Some of my favorite quotes from the book:
“What every organization needs before conquering a digital strategy is a human strategy.”
“Anybody can figure out ways to generate short-term web traffic. But that’s simply a battle for attention you can never win.”
“Traffic alone will never, ever create an Alpha audience.”
“Don’t confuse activity with audience.”
“Find your ‘it’ factor. To stand out on the web you need to be an original…and to be original you have only one choice—find the courage to dig down deep and infuse your content with a bit of your personality , a bit of your own creativity. You have no competitors, there is only one you.”
Another paradigm shifter is the chapter on building a Heroic Brand. On today’s internet, you can’t just post content and forget about it. “To be more effective at promoting your content, you first need to become more effective at promoting other people’s content. The internet is a relationship economy.”
I don’t have space enough to touch on all the highlights—this book is packed full. It is not just theoretical, it is practical. As I mentioned earlier, it is a road map. And the path is clear, but it will take new thinking and a lot of work. Those that commit to do the work will rise. I highly recommend the read—get it now and get going. Now is the time to get your BADASS on.
April 27, 2014
This reads like a first draft. One of the most poorly organized books I've ever read.
September 5, 2016
This was an excellent book. Highly recommend!
April 10, 2016
This book puts your current or future business in perspective! Get it if you're not sure where to start, where to re-structure, or how to market more effectively in this age.
Displaying 1 - 4 of 4 reviews