Brito - Your brand, the next media company : how a social business strategy enables better content, smarter marketing, and deeper customer relationships

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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

Your Brand, The Next Media Company

Copyright 2014 by Pearson Education

All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the publisher. No patent liability is assumed with respect to the use of the information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. Nor is any liability assumed for damages resulting from the use of the information contained herein.

ISBN-13: 978-0-7897-5161-4
ISBN-10: 0-7897-5161-5

Library of Congress Control Number: 2013945453

Printed in the United States of America

First Printing: October 2013 with corrections November 2013

Trademarks

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Every effort has been made to make this book as complete and as accurate as possible, but no warranty or fitness is implied. The information provided is on an as is basis. The author(s) and the publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damages arising from the information contained in this book.

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Editor-in-Chief
Greg Wiegand

Acquisitions Editor
Michelle Newcomb

Development Editor
Ginny Munroe

Managing Editor
Kristy Hart

Project Editor
Elaine Wiley

Copy Editor
Chrissy White

Senior Indexer
Cheryl Lenser

Proofreader
Kathy Ruiz

Technical Editor
Ariel Schwartz

Editorial Assistant
Cindy Teeters

Cover Designer
TJ Johnson

Cover Compositor
Alan Clements

Senior Compositor
Gloria Schurick

Que Biz-Tech Editorial Board
Michael Brito
Jason Falls
Rebecca Lieb
Simon Salt
Peter Shankman

Praise for Your Brand, The Next Media Company

Theres a difference between being a thought-leader and a do-leader. Thought leaders can tell you what you should be doing, but often have no practical, real-world experience translating thought into action. Do-leaders, on the other hand, are seasoned professionals who base their advice on what theyve accomplished and failed ata huge value add for any organization. Michael Brito, Senior Vice President of Social Business Strategy at Edelman Digital, is the epitome of a do-leader.In his book, Your Brand, The Next Media Company , he concisely breaks down one of the biggest challenges brands face today: developing, and more importantly living, their content strategy. By deftly tying team roles and responsibilities to the management of converged media programs, he takes a three-dimensional view of content strategy thats usually missed out on by leaders who push for ideals over ideas. And unlike some tell-all handbooks with little to offer besides tired to-do lists and recycled suggestions, he does it through intelligently-structured narrative thats peppered with applicable, pragmatic advice. Your Brand, The Next Media Company belongs on the bookshelf of every CMO. Jascha Kaykas-Wolff , Chief Marketing Officer, MindjetBrito has written a practical and thoroughly engaging book for brands looking to effectively become a media company using a sustainable social business strategy. Whether early in the process or evolving your current approach, Britos 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)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 dont forget to include quality of engagement in your metrics for a better overall view of how youre doing. In other words, think like a publisheryoull get better results. In his book Your Brand, The Next Media Company , Michael Brito walks you through this process and tells you how to get it done. A must-read for any marketer in this quickly evolving social world. Ted Rubin , Chief Social Marketing Officer, Collective BiasThe future of digital media is alive and well, and its 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 MarketingEvery company is a media company, no matter your business model. Ive 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 wont regret it. Brian Clark , CEO of Copyblogger MediaContent Marketing is no longer just a concept, its a way of business. Whether you are small business, nonprofit, or a large corporation, you need to read this book to learn the why and the how to setup your organization to become a media company. Michael Britos experience and expertise are second to none, and he provides expansive and detailed approaches that are applicable to everyone. Adam Hirsch , Executive Vice President, Edelman DigitalAn 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 todays 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 , Cofounder and CEO of NewsCredYes, we are all media companies now...but so many brands dont 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 InstituteSocial media is causing a fundamental shift in the structure of businessboth internally and externally. At this tumultuous time, Your Brand, The Next Media Company provides a clear map to guide your organization through the decisions you need to make NOW to ensure you stay relevant and evolve into a media company. Josh March , Cofounder and CEO of ConversocialNext page