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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.       Social business pioneer Michael Brito covers every step of the process, including:      Understanding the unpredictable nature and dynamic behaviors of the social customer   Deploying social business strategies that will help facilitate the change from brand to media company   Building a content organization and setting the stage for transformation   Creating a real-time command center that will help facilitate reactive and proactive content marketing   Creating a centralized editorial team that will drive content strategy, governance, and cross-team collaboration   Building the content supply chain (workflows for content ideation, creation, approval, distribution, and integration)   Enabling customers and employees (brand journalists) to feed the content engine   Developing your content strategy that can be executed across paid, earned, and owned media content   Transitioning from “brand messaging” to a highly relevant content narrative   Evaluating the content marketing vendors and software platforms vying for your business   Along 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.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49572907974929,"sku":"GOR007897090","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":50365886136593,"sku":"CIN0789751615G","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":50422702047505,"sku":"GOR013944668","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":51480926617873,"sku":"CIN0789751615VG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0789751615.jpg?v=1751453288"},{"product_id":"participation-marketing-book-michael-brito-9781398693937","title":"Participation Marketing","description":"\u003cp\u003eTrust is an invaluable commodity in any business environment. 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So by engaging staff and encouraging them to participate in company activity and share via their own channels, they will be broadcasting trusted brand experiences to entirely new groups of consumers. \u003cbr\u003e\u003cbr\u003eEmployee advocacy has always been worth investing in, but as the combination of constant connectedness and conversation becomes standard in our everyday lives, so too grows the importance of leveraging it. \u003cb\u003e\u003ci\u003eParticipation \u003c\/i\u003e\u003c\/b\u003e\u003cb\u003e\u003ci\u003eMarketing\u003c\/i\u003e\u003c\/b\u003e will convince business leaders to think hard about employee advocacy as a channel that has many positive business outcomes. Internally, it will engage employees and make them feel part of something bigger, which will naturally result in employee satisfaction, retention and an increase in productivity. 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