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A Short Story About Long-Form Content

Brands must learn to master the art of short-form storytelling.  Technology today enables it; and consumer attention spans or lack thereof, demand it. Whether if be a 15 second video, a photo or 140 characters, there is no doubt that brands must learn how to tell their story quickly and efficiently, and for good reason.

There is a content and media surplus; and there is an attention deficit in the minds of consumers. These two factors alone make it extremely difficult trying to reach consumers.

But with all they hype about short-form storytelling, too many brands often fo…

The Process of Transforming Your Brand to a Media Company

This is a slightly altered excerpt from my upcoming book, Your Brand: The Next Media Company, which is now available for preorder on Amazon.com.

We are inundated daily with media, social connections, status and relationship updates, event invites, tweets, retweets, mentions, direct messages, +1’s, likes, loves, texts, emails, alerts and other random noise that we purposely create filters so that we only consume the content that is relevant to us at a specific moment in time. And the fact that we must hear, see or interact with a message 3 to 5 times before we believe become…

What Does Social Business Have To Do With Brand Strategy?

This post was originally published on Michael Brito’s blog Britopian.

There is a content surplus in the market today. There is an attention deficit among consumers. Consumers are influential and their lives are unpredictable. This is making it extremely difficult for brands to reach them with the right messages.

From a content perspective, brands need to think like media companies, because media companies are content engines. The produce relevant and recent content day in and day out. The content is omnipresent (meaning it’s everywhere) and internall…

Articulating Your Content Strategy Like A Child’s Storybook

This post was originally published on Michael Brito’s blog Britopian.

I used to read “Love You Forever” to both of my girls when they were little. Even thinking about it today, I still get choked up. It’s really a heartfelt story. What I remember most about it is that it uses imagery to tell a very significant story (as with most children’s books). The story is about a mother’s unconditional love for her son. It then chronicles her son’s life as he grows to adulthoodand starts his own family. The sad conclusion shows how he reciprocates his love to his …

Your Content Strategy Should Not Be Real-Time

Real-time content creation or what’s being described as a “newsroom for brands” should not be the focal point of your content strategy.  It’s sexy, yes. Everyone is talking about it, yes. Every brand should have one, yes. We even build these for clients at Edelman.  But it’s one very small piece of the strategy, that’s it. Nothing more, nothing less.

A content strategy enables and positions a brand to tell a consistent story across the media landscape. It helps draw parallels between what’s important to customers and what the brand stands for. Content strategy…

What is Your 2013 Content Marketing Strategy?

This post was originally published on Michael Brito’s blog Britopian.

It’s no surprise that content marketing is flooding blog post headlines everywhere.  It’s a hot topic and rightfully so.  Content is the heart of what we all do as communicators, whether you are an SEO Ninja, community manager, PR professional or whatever.

Content is also the gateway into the social eco-system. It’s how consumers find you, like you and learn to love you. Content could be a press release, 3rd party article about your company, Tweet, blog post, photo on Instagram or a status updat…

The Emergence of the Social Business Command Center

This post was originally published on Michael Brito’s blog Britopian.

I had the pleasure of facilitating a webinar earlier this week with Hootsuite’s Enterprise Marketing team*. The topic was the emergence of Social Business Command Centers. You can listen to the entire webinar below or read the summary by scrolling down a tad.

I start off talking about the emergence of command centers in the marketplace, mentioning the early adopters like Dell and Gatorade, who were some of the first brands to launch and publicize their command centers.

I then discuss how compani…

Two Brands Making the Transition into Media Companies

This post was originally published on Michael Brito’s blog Britopian.

We all know Red Bull, whether you drink it or not. For the last several years Red Bull has been changing the way they communicate with customers. It’s been fun to watch the shift from a very focused brand content marketing strategy to one that is now telling more meaningful and relevant stories that are less about “brand positioning” and more about their customer’s passion points. They have been successful at telling these stories and integrating their products in a way that doesn’t seem intrus…

Beyond a Buzzword: Social Business Delivers Value

This post was originally published on Michael Brito’s blog Britopian.

I had the pleasure of speaking at Explore Orange County. Below are my slides but here is a quick narrative of what I talked about. Slides 1 – 7 really just highlight a few observations in today’s landscape with one of the most important being that “Brands Need To Start Thinking Like Media Companies.” Despite these changes externally  business objectives still remain unchanged i.e. market share, revenue, stock price, customer retention, etc. Slide 8 was all about the social media …

‘Problem Solved’ For CMO’s Biggest Challenge: Social Media ROI

A 2011 IBM study of more than 1,700 CMOs revealed that most of them feel underprepared to manage the impact of key changes in the social media landscape. While 82 percent say they plan to increase their use and investment of social media over the next three to five years, many are scratching their heads when it comes to measuring the impact of those investments. And while nearly two-thirds of the CMOs surveyed do believe that measuring ROI will be the primary metric by 2015; most sophisticated organizations (50 percent, in fact) feel insufficiently prepared to provide those hard…

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