Jeff’s take on social media and content marketing revolves around one thing – THE AUDIENCE.
Companies need audiences to survive – before they are customers they first have to be part of an audience. As we all are focusing on creating content, it won’t mean much if you don’t have someone to read and react to it.
And that’s his point, to build what he calls the “Proprietary Audience.” He defines it as ” a comprehensive, collaborative and cross-channel effort to build audiences that your company alone can access.”
He shows you how to build your database using paid, owned and earned media to identify your audience. He also shows you how to identify and communicate with Seekers (those that are looking for info), Amplifiers (those who have audiences that can share your info) and Joiners (those that are buyers).
The book is an easy read and I would recommend your marketing teams look at Audience as a new marketing discipline.