#SFExperience: Constructing Content that Drives Awareness and Loyalty
In our latest eBook, The Social Experience, we gathered insights and expert advice from today’s top brand social marketers and industry visionaries. We are sharing insights from this book these insights here on the Spredfast Blog. Today, Caterpillar Inc.'s Brian Stokoe reminds readers that great social content serves both the new fan and loyal follower.
The relationship and differences between brand awareness and brand loyalty may seem dramatic in nature. Your audience is a diverse set of individuals who benefit from content that is hyper-relevant to their needs and relationship to your brand. But as a brand, most of the time content must be mixed together and published to your audience as a whole. This is why it is critical to develop strategic content that can both introduce and properly represent your brand, while providing avenues for your already loyal audience to participate in the story and propagate the message through their networks as powerful brand advocates.
Always keep in mind that each message your brand publishes is both an introduction and a reflection of the expectations of your company. This provides a healthy reinforcement of the responsibility to uphold and strengthen the positive sentiment of your brand.
Brian Stokoe is the Social Media Strategist for Caterpillar Inc. With 10+ years in various traditional and digital marketing roles for Caterpillar, Brian helps define the way customers in very diverse industries perceive and interact with Caterpillar across Blogs, Forums, Facebook, Twitter, LinkedIn, Google+, and many other social networks.
Don’t want to wait to hear insights from Ann Handley, HomeAway, Jay Baer and more? Download your free copy of The Social Experience now.