Connectiv’s Audience Development Council has introduced two new white papers that offer best practices guides as well as a spotlight on the role audience development can play in formulating an analytics-driven digital media strategy.
The first, Content Amplification via Social Media, offers a step-by step blueprint for developing a consistent and effective social media strategy, including defining goals and responsibilities between different teams (marketing, audience development, editorial, digital) as well as addressing different scenarios facing b2b publishers, from the initial launch of social media platforms to what to post for the best performance, how to use analytics and even how to revitalize a stagnant social media strategy. The white paper also includes a checklist for assigning different social media duties and links to archived Connectiv webinars on Social Distribution for B2B Publishers and How to Use Social Media as an Audience Development Tool.
The second white paper, Digital Product Development: How Audience Development & Digital Media Teams Can Work Together, shows what the AD team brings to the table with analytics and insights about product engagement and usage, delivering data on not just the “what” but the “why,” the “when” and the “what if” for true decision support. The white paper outlines how strategic collaboration between AD and digital media teams can work, as well as tools and technology and the evolution of digital marketing strategies. Case studies show specific steps publishers have taken in developing products and promotions, as well as the outcomes.
The white papers are available to all Connectiv members.
Matt Kinsman is vice president of content + programming at Connectiv, the only association focused on the integrated b-to-b model—including publications, events, digital media, marketing services and business information. Prior to joining Connectiv's predecessor American Business Media in 2011, Kinsman was executive editor of Folio:, the leading information provider for the magazine industry.