96025 Resource 81698 49412 49412 1122393876903 1122393876903 Controlled Teh connection between brand value and consumer generated content.

Why a content strategy is more important than ever

<a title="online brand and content strategy" href="http://publications.mediapost.com/?fuseaction=Articles.showArticle&art_aid=32408">Consumer-generated content</a> has completely redefined what it means to steward a brand in the 21st century. Like it or not, interactive media have made it possible for a brand's assets to be used in ways not easily controlled by the guardians and gatekeepers that traditionally have control over such things. The mere existence of a brand in the 21st century is a license for folks with only a rudimentary understanding of interactive publishing to add to the collective consciousness by exerting their own influence over a brand's assets. (When I speak of "brand assets" here, I mean not only the physical 'look and feel' elements, but also the cornerstone values a brand is based upon.) Tom Hespos - Online Spin NewsletterIndeed! As Pete Blackshaw said in his Click Z article - Watch your back, Jack!The writing is on the wall - and it is an online wall for all to see.Understanding and monitoring these online conversations is a vital part of PR today.Now, more than ever, you need a well considered, consistent content strategy. Figure out how you can contribute to the conversation and how it is affecting your brand value. 10 application/xml false brand value consumer generated media content strategy online PR Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; Alexa Toolbar) 71.128.115.175 71.128.115.175 sally false true false false true 177676 false false true false false false true 81698 blog blogsite/Falkow/web