The Secret to Information Security Social Media Marketing Success by Clarke David

Author:Clarke, David
Language: eng
Format: epub
Publisher: Middlesex Publishing Group
Published: 2015-06-30T04:00:00+00:00

Chapter 4 Turn your brand into media

For the longest time online marketers thought that their content strategy is just one part of their overall brand-building campaign. The conventional wisdom is that content is in another channel alongside advertising, business development and other company divisions. The reality with online consumption patterns turns this model on its head. Instead of looking at your content as divorced from your brand, your brand would actually be better served if you engineered it into your content. All pieces of content being sent from or featured in your digital media channel must reflect your brand values. This is a pretty easy concept to get.

What is truly interesting is that it also works in reverse. Your brand can be turned into content. Whenever people interact with your content, you can take the opportunity to get your audience to interact with your brand. By focusing on the topic of Chapter 1: clearly identifying your brand's values, you can work to ensure your content fully captures the values you want your audience members to associate with your brand.

At the very least you shouldn't produce content just for the sake of producing content. By actively turning your brand into content you have more control over the messages you're sending to your target audience. Accordingly, you have more control over the conversion process. If you can control this process from engagement to click to conversion, you can set up a predictable pattern of brand engagement and monetization. You can also pick and choose which content types produce the best results. This leads to greater efficiency and reduces waste. Given all this, it is no surprise that many marketers are saying that whoever controls the click, controls the profit.

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