Internet Marketing Strategy 2.0
169.8K views | +1 today
Follow
Internet Marketing Strategy 2.0
Bottom-up, consumer-centered online marketing strategy news
Curated by Robin Good
Your new post is loading...
Your new post is loading...
Rescooped by Robin Good from Curation, Social Business and Beyond
Scoop.it!

Engagement Publishing is the New Content Marketing - Here's Why - John Battelle

Engagement Publishing is the New Content Marketing - Here's Why - John Battelle | Internet Marketing Strategy 2.0 | Scoop.it

I selected this piece today because it is timely and relevant, social media is part of the equation but the focus should be on social business, which is the bigger picture. It's important to package your content and repurpose it to fit the social network(s) where your audience resides. This interview talks about   

 

In this interview with McKinsey and Compay, John Battelle, founder & chairman of Federated Media Publishing says.....

 

**Marketers need to shift their mindset from being a publisher to engaging an audience.

 

To paraphrase:

 

Marketers are starting to see an ecosystem of paid, owned and earned media that they're very interested in feeding through social interactions and content marketing.

 

Here's what caught my attention:

 

Marketers have always created content, print and radio ads, 30-second spots, display banners

 

****But they never have really seen these elements as an integrated corpus of content living in a digitally driven ecosystem

 

**Marketers need to become engagement publishers

 

**"Increasingly, [marketers] are realizing that this social media space involves an ongoing conversation. Assets never really go away."

 

**Building conversation “inventory” at scale

 

I agree that all brands probably should be on Facebook, but what you really need is an integrated strategy that has – at its root – the brand's own domain, independent from any platform other than the Internet itself.

 

Measuring the success of conversational engagement

 

These things are very hard to directly measure from a simple click. And often, as we know, the people who click are not the people you want as customers anyway.

 

**So you need a bridge to that kind of insight that gives a media buyer the justification to say that this new technology is worth the investment.

 

**Marketers have been very interested in understanding how their content is amplified in the past few years

 

**Now there is technology that allows us to automatically collect and present this data (More in detail in interview)

 

**The best companies create communities of interest that are independent:

 

**they are rooted in the independent Web, with expressions on Facebook, or as an iPhone or Android app – those all become instances of their brand.

 

** Companies should create a circulatory system through which they can promote different aspects of their messaging and interactions with their community.

 

**If you're going to be a brand with a publishing approach to marketing, you must have an independent taproot that isn’t controlled by anyone but you. 

 

Put out your branches and feelers everywhere. Integrate that experience and let your content and messaging flow through it.

 

Curated by Jan Gordon covering "Content Curation, Social Business and Beyond"

 

Read full interview here: [http://bit.ly/x7mHwm]


Via janlgordon
more...
No comment yet.
Rescooped by Robin Good from Curation, Social Business and Beyond
Scoop.it!

How To Build A Tribe On Twitter

How To Build A Tribe On Twitter | Internet Marketing Strategy 2.0 | Scoop.it

This piece was written by Sean Platt for his blog. It is full of great information on how to use twitter and build a community of people which can result in tremendous opportunities for you.

 

Intro:

 

Because attention is so easy to gather on Twitter, and because your follower count can climb with the speed of a soaring stock, you might find yourself falling into the too typical trap of thinking Twitter’s purpose is to gather as much attention as possible. It’s not.

 

**Attention is great, but it’s only the end result of getting what you’re really after – quality relationships.

 

Here's what caught my attention:

 

**The best way to get the most from your Twitter conversations is to understand the ecosystem.

 

**Twitter isn’t a chat, it’s a never-ending party.

 

**When you have a conversation with someone, one-on-one, the two of you are both engaged; two listeners sharing a single conversation.

 

**Take time to get to know your fans. Not just because they’ve been helping you out and you want to repay the favor, but because they can help you understand more about who your audience is and how you can serve them best.

 

You want to find the signal through the noise, and filtering your tweets is a great way to make that happen. 

 

Curated by Jan Gordon covering "Content Curation, Social Media and Beyond"

 

Read full article here: [http://bit.ly/sdWbM7]


Via janlgordon
more...
No comment yet.