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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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The real reason your content is not engaging online - BrandRants - Brand Strategy

The real reason your content is not engaging online - BrandRants - Brand Strategy | Integrated Brand Communications |

Are your social media or content marketing efforts under performing? Before you spend any more time tweaking your content strategy and online tactics, ask yourself honestly: How engaging is my brand? Content doesn't engage an audience, brand identity does. And that is the first place you should look if you're not getting traction online. 

Boring content is often a sign of weak brand strategyNothing will reveal a weak brand strategy faster than a strong online presence. That’s why one byproduct of the social media revolution has been a renewed interest in brand strategy. Most brand strategies functioned well enough when the brand had total control over when, where and how it would present itself to the public. But today, a brand with an active online presence is exposed 24/7 in ways that were unimaginable when the strategies that govern them were created. Online, the brand will need to improvise on a daily basis and, thus, will require a much more nuanced identity and more dimensional personality than traditional brand strategies deliver. 

Russ Merz, Ph.D.'s insight:

This article provides seven diagnostic symptoms you can use to assess the reasons behind the lack of engagement with your brand content.

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How to Diagnose the Health of Your Social Media Strategy

How to Diagnose the Health of Your Social Media Strategy | Integrated Brand Communications |


When you’re sick it’s very easy to tell. You may have aches and pains, a fever, sore throat ... the list of symptoms goes on and on.


Online marketing ailments, however, may not be so easy to identify.

You may be posting on a regular basis and growing your list of fans, friends, and followers. But is it really enough?


A healthy social media strategy will take into consideration the needs of your prospects and customers, as well as finding ways to efficiently plan, track, and measure your efforts.


But the question remains, how can you really determine if your social media strategy


What do you know about your audience? Are your fans, friends, or followers engaged? Do you have a plan? What are others saying about you and how are you responding? Use this checklist to determine how healthy your social media strategy is.

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