SOURCE: RosettaBrand



October 08, 2015 10:49 ET

The Importance of a Content Review: How Our Work With Deloitte University Press Turned a Series of Blog Posts Into a Popular Business Insight eBook

NEW YORK, NY--(Marketwired - October 08, 2015) - Brands need to think like publishers. That's why as publishing experts we spend a lot of our time reviewing our clients' content. We scrutinize everything from SEO-based strategies to content delivery platforms and we do it all to help you figure out what you're doing right, what you're doing wrong and how we can help you do it all better.

Our partnership with Deloitte revealed a few key things we now cherish as invaluable insight into becoming a branded content publisher. Getting into the content business is crucial and not investing your time and energy in branded content publishing can be a death sentence as far as customer engagement goes. But here's the thing: you might not need the kind of time, energy and money you would expect to need and hiring a new team of copywriters, tech-savvy developers and gifted designers might be a distraction, for now at least. This is because advertising has changed from interrupting consumers by bombarding them with listless TV commercials and online popup ads to meeting them on their own grounds and on their own terms through carefully tailored content marketing strategies.

In other words, content delivery is at times more significant than the content itself. With Deloitte University Press, we found ourselves face-to-face with that reality. David Schatsky, a senior manager at Deloitte LLC, wrote a series of posts providing unique business-related advice. Deloitte University Press sought us out and together we redefined and restructured Schatsky's posts in the form of the popular eBook Signals for Strategists: Sensing Emerging Trends in Business and Technology.

The First Step: Define Your Audience

We knew Deloitte had something when we first reviewed Schatsky's content. The guide-like online series he had put together seemed to embody everything conventional business books were not. His thoughts and opinions were intriguing, informed, inspirational, and innovative. His take on examining signals and emerging trends was unique and groundbreaking.

But Schatsky's content seemed only to be circulating in specific senior-level circles. So we asked ourselves the following: What is Schatsky's target market? Who is most likely to benefit from reading his content? Schatsky answered that best when he noted, "sensing can help organizations and individuals seize opportunity while preparing for risk." So when we compiled Signals for Strategists we did so with the ambition of reaching out to a wide audience of organizations and individuals. We rebranded Schatsky from a business expert with a niche following to a bestselling author and thought leader with helpful insight for leaders, managers and entrepreneurs everywhere.

We can't overstate how important it is to define your audience. Trying to appeal to everyone isn't always the way to go and building your brand around a specific subset of brand evangelists can often maximize or minimize your overall impact. But what our content review aspires to do is to help you think proactively about whom you're attempting to reach, and where and how in order to avoid a major marketing misfire. Like our partnership with Deloitte University Press and David Schatsky, we promise to do all we can to make sure you're getting the most out of your content.

The Next Step: Restructure Your Material

Needless to say, defining David Schatsky's audience moved our partnership with Deloitte University Press in the right direction. But defining an audience wasn't and isn't enough to result in the creation of an influential, hard-hitting book like Signals for Strategists. The next step we took was to disassemble Schatsky's loosely merged online series then reassemble it in the form of a crisply developed, page-turning eBook.

Presentation is everything, and we know the specifics of what we did can teach you a lot about the next step. Signals for Strategists, as it exists today, consists of 10 chapters. Each chapter covers a different topic from collaborative economy to intelligent automation to digital marketing. That said, the book as a whole unfolds with every piece of the puzzle fitting together perfectly. Every chapter has a recurring theme, observes a trend and offers potent advice for today's organizations and entrepreneurs. In other words, RosettaBrand and Deloitte University Press structured and united Schatsky's blog posts in a way that could consolidate the wide scale impact they were meant to have.

We consider ourselves experts when it comes to spawning trends and developing eBook lines. We know how to storyline and combine content to make your brand message clearer. There's nothing worse than having something to say and being incapable of saying it because of an unorganized perspective and an arsenal of content.

The Final Step: Keep Telling Your Brand Story

How can we participate in a collaborative economy? What can our CIO and our CMO be doing to drive strategy, innovation and revenue growth? What can we do to leverage the Internet of Things and intelligent automation as catalysts of invention? These are some of the many questions Deloitte University Press and David Schatsky answered in Signals for Strategists.

Those answers are a major part of the tradition of branded content publishing Deloitte University Press helped sustain with Signals for Strategists. Schatsky was effectively telling his and Deloitte University Press's by listening to their audience and engaging with them. The book put him on the map and turned Deloitte University Press into an even more thorough and insightful branded content publisher. This is because, as we consistently insist, your customers expect you to tell your brand story, and in order to engage with them, you should expect to do just that. But there are many ways of telling a brand story and we'll stop at nothing to help you tell yours the right way.

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