Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships

Section III: Developing Your Content Strategy

Too many pundits put content marketing into a box. Content is so much more than SEO, link bait, videos, infographics, and social media status updates. Although these are certainly important, delivering a content strategy is about thinking holistically about the organization and all of its moving parts. It takes into consideration the content narrative, platform strategy, content governance, converged media, as well as culture, organizational behavior, and structuring your teams to maximize the content supply chain.

All media companies are content machines. They have the correct structures in place, aligned teams, and a robust editorial process, and they execute the distribution of their content ...