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Content and distribution are the keys to brand building on the social web

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Social media channels represent the new starting point in how people discover and share news with their friends online. The shift in media also means that consumers are at the top of the media value chain, and advertisers are in a sweet spot to create quality content that is both meaningful and shareable. But creating engaging content online is limited unless it has the right social platform to spread. This paper explains why content is king, but distribution is queen.
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Keywords: content; distribution; social; social sharing; social web

Document Type: Research Article

Publication date: May 1, 2014

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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