Synopsis
Master the publishing and entertainment worlds tools and techniques for content marketing success Over the last decade the convergence of media and technology has turned the marketing world on its head. In order for brands to succeed in todays socially connected world, they must think like publishers and act like media networks., Master the publishing and entertainment world's tools andtechniques for content marketing success Over the last decade the convergence of media and technology hasturned the marketing world on its head. In order for brands tosucceed in today's socially connected world, they must think likepublishers and act like media networks. Content to Commerce shows how utilizing publishing- and entertainment-based principlescan help brands and marketers use social mediaeffectively?ultimately reaching today's hyper-connected andhighly fragmented audiences. From big picture strategy to thetactics and tools require to execute, this book offers a clearapproach to social media marketing for both big and small brandsalike. Shows how to turn shallow, wide, and short-term projects intodeep, narrow, and long-term engagements Explains how to prioritize with a clear escalation path inorder to drive big, significant, and measurable value Author Avi Savar is a frequent media commentator on socialmedia, branded content and marketing and was recently named theJury President of the Cannes Lions International Festival ofCreativity?s new Branded Content & Entertainmentcategory Content to Commerce will show you how to conquer themedia world's medium and control your own brand's destiny., Master the publishing and entertainment world's tools and techniques for content marketing success Over the last decade the convergence of media and technology has turned the marketing world on its head. In order for brands to succeed in today's socially connected world, they must think like publishers and act like media networks. Content to Commerce shows how utilizing publishing- and entertainment-based principles can help brands and marketers use social media effectively--ultimately reaching today's hyper-connected and highly fragmented audiences. From big picture strategy to the tactics and tools require to execute, this book offers a clear approach to social media marketing for both big and small brands alike. Shows how to turn shallow, wide, and short-term projects into deep, narrow, and long-term engagements Explains how to prioritize with a clear escalation path in order to drive big, significant, and measurable value Author Avi Savar is a frequent media commentator on social media, branded content and marketing and was recently named the Jury President of the Cannes Lions International Festival of Creativity's new Branded Content & Entertainment category Content to Commerce will show you how to conquer the media world's medium and control your own brand's destiny., Praise for Content to Commerce "Social media has fundamentally changed the way we do business today. This book is a terrific blueprint for how brands can successfully drive social media marketing at scale." Pete Cashmore, CEO and founder, Mashable "Avi Savar was a savant when it came to knowing that brands were becoming the new media (long before most had any idea this was the case). Now with Content to Commerce , he illuminates the path from theory to operational practice convincingly showing that, to indeed be the new media, brands have to act much like a traditional broadcasting network." Marisa Thalberg, VP, Corporate Global Digital Marketing, The Estée Lauder Companies, Inc. "In the quickly changing, enigmatic world of digital marketing, it is critical for us to learn how to navigate across paid, earned, and owned media channels. Avi Savar has helped many marketers evolve from staid models of talking at consumers to truly engaging them with their brands. Anyone who wants to advance their skills in the fascinating world of digital content and social media will benefit from this book." Mindel Klein Lepore, Marketing Director, Integrated Marketing Communications, Colgate-Palmolive Company "Years of experience, trial, error, and insight condensed into a comprehensive road map to successful social media marketing." Bill Davenport, Executive Producer, Wieden + Kennedy
