{"product_id":"9780133480139","title":"Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships","description":"\u003cp\u003e \u003c\/p\u003e  \u003cp\u003eContent is still king–and if you’re a brand marketer, you need to start thinking like a media company, too. \u003ci\u003eYour Brand, The Next Media Company \u003c\/i\u003ebrings together the strategic insights, operational frameworks, and practical approaches for transforming your brand into a highly successful media company.\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003eThere is a content and media surplus in the marketplace, and there is an attention deficit in the minds of consumers today. Their lives are dynamic and completely unpredictable. They are highly influential and aid their peers down the purchase funnel using organic conversations about the products they care about and the ones they don’t. In order to reach these consumers, brands must create recent, relevant, and game changing content to break through the clutter and successfully change their behavior.\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003eSocial business pioneer Michael Brito covers every step of the process, including:\u003c\/p\u003e  \u003cul\u003e  \u003cli\u003e  Understanding the unpredictable nature and dynamic behaviors of the social customer  \u003c\/li\u003e\n\u003cli\u003e  Deploying social business strategies that will help facilitate the change from brand to media company  \u003c\/li\u003e\n\u003cli\u003e  Building a content organization and setting the stage for transformation  \u003c\/li\u003e\n\u003cli\u003e  Creating a real-time command center that will help facilitate reactive and proactive content marketing  \u003c\/li\u003e\n\u003cli\u003e  Creating a centralized editorial team that will drive content strategy, governance, and cross-team collaboration  \u003c\/li\u003e\n\u003cli\u003e  Building the content supply chain (workflows for content ideation, creation, approval, distribution, and integration)  \u003c\/li\u003e\n\u003cli\u003e  Enabling customers and employees (brand journalists) to feed the content engine  \u003c\/li\u003e\n\u003cli\u003e  Developing your content strategy that can be executed across paid, earned, and owned media content  \u003c\/li\u003e\n\u003cli\u003e  Transitioning from “brand messaging” to a highly relevant content narrative  \u003c\/li\u003e\n\u003cli\u003e  Evaluating the content marketing vendors and software platforms vying for your business \u003c\/li\u003e \u003c\/ul\u003e  \u003cp\u003eAlong the way, Brito presents multiple case studies from brand leaders worldwide, including RedBull, Oreo, Tesla Motors, Burberry, Sharpie, and Pepsi—delivering specific, actionable, powerfully relevant insights you can act on to begin the transformation from brand to media company.\u003c\/p\u003e","brand":"Pearson Education","offers":[{"title":"Default Title","offer_id":47119668478192,"sku":"9780133480139","price":19.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780133480139_p0.jpg?v=1763641417","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780133480139","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}