Brand publishing ignites the potential for every brand to become a publisher. Digital story telling is arguably the biggest challenge to tradi-tional marketing since the opening of the digital fron-tier. It puts all brand assets into play and harnesses untapped expertise and knowledge that resides in every nook and cranny of an organization. It short, it demands a reboot of every-thing traditional marketing rests on. The Accelerate Brand Pub-lishing course explores and explains simple and effective approaches to launching a brand publishing strategy.

Rebooting EVERYTHING

Accelerate Brand Publishing Module

Overview From Traditional Marketing

to Brand Publishing

Learning Objectives Recognise how some brands are building content marketing strategies and why Learn about some of the tactics and strategies of basic content creation Identify some approaches to take in using social me-dia can become a powerful channel for brand publish-ing

Key Take Aways Content is fungible and in-fuses all elements of brand communication strategy New platforms, rules and types of media represent lots of challenges (and opportu-nities) for brand marketers When content strategy is infused with social media flavours, the result is a pow-erful brew of brand publish-ing Any brand can (and should) be a content publisher Smart beats big budgets; content marketing levels the playing field.

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Three Keys: Strategy, Content Creation and Social Media & Content

Accelerate is made up of three modules:

Strategy: Reviews the changing trends and behaviour that is revo-lutionising digital engagement’ looks at how brands are already driving content marketing efforts, covers the basics of putting

together a content marketing campaign and considers some metrics for content marketing ROI.

Content Creation: Explains how to commission a content-based program, how to utilise tried and true techniques and processes for brand publishing and identifying how to integrate multimedia con-tent into a content plan.

Social Media & Content: Under-stand the relationship between content and social media, learn how to construct an integrated content/social media approach and how to listen to what your audience is saying (and what they want from your brand).

As a learner, you want to hear from the people that are “doing it” and you want Real World perspective, not theo-ry. That’s why Accelerate was designed with input from experts whose day jobs are spent tackling content mar-keting challenges. You’ll find their commentary throughout each module, often with spe-cific tips you can put to work right way.

Experts and Practitioner-based Instruction

Page 2

Overview From Traditional Marketing to Brand Publishing

© Digital Chameleon info@digitalchameleon.net or visit www.digitalchameleon.net

What’s in the Accelerate

Brand

Publishing

Modules?

Total time: 3 ½ hours

Total exercises & quizzes:

13

Total resources (files & links):

45

Total videos:

29

Total interactive panels:

22

Total glossary terms defined:

78

No. of

practitioners &

experts in com-munity, social

media, content, B2B & niche and search:

5

“To be effective in content marketing, you have to be willing to break through silos.”

© Digital Chameleon info@digitalchameleon.net or visit www.digitalchameleon.net

Page 3

Overview From Traditional

Marketing to Brand Publishing

The Accelerate Brand Publishing modules put the spotlight on brands who are succeeding in many different aspects of content marketing– from banks to brewers, toymakers to automak-ers and everything in between.

Real Brands, Real Examples

Processes & Principles Accelerate learning is designed to share practical and applicable approaches, with step-by-step explanations on how to achieve spe-cific results.

© Digital Chameleon info@digitalchameleon.net or visit www.digitalchameleon.net

Page 4

Overview From Traditional Marketing to Brand Publishing

Term Definition

Atomising breaking your core content down in to formats suitable for different mediums e.g.

forming a Tweet out of a the subject of a white paper

Curate Select and organise information

Image content strategy devising a strategy around the images associated with your brand, whether they

are in existence or newly created

Infographics graphic visual representations of information, data or knowledge

Link bait any content or feature, within a website, designed specifically to gain attention or

encourage others to link to the website

Long tail journalism tailoring content for long term exposure and engagement, as opposed to more

immediate "big bang" impact

Morphing taking core content and changing it into different offerings e.g. information from

an e-book into an infographic

Multi-tweeting creating different Twitter accounts for different audiences

Retweet republishing someone else’s tweet although the original tweet along with author

is included

So/Lo/Mo Social-Local-Mobile

Social media marketing efforts to create content that attracts attention and encourages readers to share

it with their social networks

Tweet Post of under 140 characters on Twitter

Viral An image, video, or piece of content that is circulated rapidly on the Internet to

engage with a follower