Content to Commerce : Engaging Consumers Across Paid, Owned and Earned Channels

Over the last decade, the convergence of media and technology has turned the marketing world on its head. In order for brands to succeed in today's socially connected world, you must think like a publisher and act like a media network. You have to master the publishing and entertainment world's tools and techniques for content marketing success and harness social media's capacity to fuel stronger relationships between your brand and consumers. Content to Commerce offers a clear approach to social media marketing for both big and small brands alike. You'll learn how to build a carefully architected brand network that amplifies everything your brand does or says in the marketplace, with the goal of maximizing paid media to drive earned media and build owned media. From big- picture strategy to necessary tools and tactics, this book offers a practical blueprint to incorporating the "Network Model" to achieve tangible business results. Content to Commerce offers proven guidance on how to leverage social media effectively—ultimately reaching today's hyperconnected and highly fragmented audiences. You'll learn how to: Understand your audience by listening to their needs, wants, interests, and concerns Create continuity by driving meaningful, relevant, and "always on" conversation Match the right talent to the right tools, techniques, and processes to create an operationally sound brand network Integrate multiple social channels so that the programming of each drives the goals of the entire network forward Align all elements of a campaign around "water cooler moments" The Network Model allows you to turn shallow and short-term projects into deep, targeted, long-term engagements. Content to Commerce will show you how to prioritize with a clear escalation path in order to drive big, significant, and measurable value. Conquer the social media landscape, and control your own brand's destiny.