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Rescooped by Robert Clive from The MarTech Digest
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B2B Content Marketing: The Role Of The Thought Leader In Your Organization

B2B Content Marketing: The Role Of The Thought Leader In Your Organization | robert | Scoop.it

It's always a challenge to secure content on a regular basis for the thought leaders in your organization. Here's a patch to secure and then how to distribute the thought-leading content...

Establish Content Marketing Strategies for Your Industry Principles and Thought Leaders

You want your thought leaders to have five key strategies goals when using social media for thought leadership to support your business goals:

Establish their personal social brand. Each key contributor to your organization’s content marketing strategy needs to be easily found on Google and other search engines. Once found, it is critical for their social brand to position them as experts!Create “findable” industry-, solution or line-of-business specific content. You want your content leaders to put out issue- based content that informs and educates around the issues that your product or service addresses. Thought leaders should focus on creating blog posts and curating relevant content to establish their social brand and let the social media marketers and channel managers do the rest!Provide You The Buzz. Keep an open and strong line of communication open with this leader group and use it to connect the big issues with your marketing mission.Make it easy for your thought leaders to be found and make sure their social brand truly positions them as a thought leader!Build Small C Community . Build community, and that is with a small ‘c’, with relevant content. Your industry principles’ main social business goal should be to focus on what they do well … providing insight and thought leadership to help your customers become aware of your brand and providing and easier buying decision process.

 

5 Key Social Media Content Distribution Considerations For Thought Leaders

Once your thought leaders are identified and you have secured a stream of content, you need to define the blueprint for successful distribution on your current social channels and the leaders’ channels.

Enterprise Social Media Channels. Leverage your existing organization’s channels to promote the thought leadership (e.g., a collection of well-orchestrated tweets with a link to their blog, etc.)The Social Business Approach To Distribution. Inform all related coworkers of the thought leadership content to leverage their personals channels (i.e., their Twitter handles, own blogs, etc.).Guest Blogging and Syndication. Ensure your social media marketing team works to distribute this interesting thought leadership on guest blog sites.Influencer Outreach. Thought leaders love to spread the “thought leader-love” with each other! Part of your social media marketers’s responsibility should be a rigorous influencer identification and engagement plan.Thought Leader Activation. With a professional and engaging social brand in hand, along with some great content, thought leaders need to be activating their own distribution on their own social channels. This posting is in addition to using your current enterprise channels.

 


Via CYDigital
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CYDigital's curator insight, January 18, 2013 7:27 AM

See the article at www.business2community.com.


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Rescooped by Robert Clive from Public Relations & Social Marketing Insight
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Coca-Cola Clarifies: Social Media Is "Crucial" & Drives In-Store Sales

Coca-Cola Clarifies: Social Media Is "Crucial" & Drives In-Store Sales | robert | Scoop.it

A Coca-Cola executive threw cold water on social media buzz earlier this week when he told an advertising conference that the company doesn’t see a relationship between online buzz and the company’s short-term product sales. ... After the AdAge article created a lot of buzz this week (ironic, isn’t it?), Coke went out of its way today to emphasize that social media plays a “crucial role” in its online marketing, and has been driving in-store Coke sales. Wendy Clark, Coca-Cola’s Senior Vice President of Integrated Marketing Communications and Capabilities, wrote a response to the conversation on the company website: None of our plans are simply social, or TV, or mobile or experiential. On the contrary, it’s the combination of owned, earned, shared and paid media connections – with social playing a crucial role at the heart of our activations – that creates marketplace impact, consumer engagement, brand love and brand value. Reach, engagement, love and value are the markers of success we use for our campaigns. We measure these in a variety of ways, often with our media partners. In beta testing with Facebook, we’ve been able to track closed-loop sales from site exposure to in-store purchase with very promising initial results that are above norms for what we see with other media....


Via Jeff Domansky
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Sisyliana Halim's curator insight, August 21, 2013 2:39 AM

 This article shows the importance of intergrating the social channel into the brand you are working for or trying to promote. Coke states that social is crucial espically in this day and age where social media plays a crucial role in its online marketing. The senior Vice president stated a very important thing which is " None of our plans are simply social, or TV, or mobile or experiential. On the contrary, it’s the combination of owned, earned, shared and paid media connections – with social playing a crucial role at the heart of our activations – that creates marketplace impact, consumer engagement, brand love and brand value."

 

Which is true because i think without intergrating other concepts into the way we market it would not be as effective as they would like. Using a platform such as Facebook, youtube and Twitter in the right way allows these intergration to be successful, if not i beleive that cokes marketing campaign would not be as effective as they would like. Again we have to start thinking about effectively using the different social media platforms we are given today and intergrate that to the differnet segments and target markets we are trying to aim for. 

Sean Peh's comment, August 22, 2013 6:25 AM
If it wasn't obvious enough, by now everyone should be able to agree that social media is one of the biggest things in the world and almost everyone uses social media such as Facebook, Twitter, Youtube, etc. As was mentioned, even one of the biggest if not the biggest brand which is coke uses social media to promote and create awareness for its brand.
Thapthim (Thim) Phithak's curator insight, August 22, 2013 11:51 PM

This article evident that advertising their coca cola brand through social media is the most effective way. It talks about the importance of integrating the social channel, coca cola clearly state that social media is crucial, by advertising the brand through social media will make the brand become more recognise or sustain its recognitions world wide. I agree with the article since most social media are easy to access plus cheap, so why not use it as their advantage to be successful.