It's easier to create content that spreads freely online if you have a clear idea of where your brand stands and what sets it apart from the competition, Patricia Travaline writes. Influential fans can be great sources of compelling content if they're approached properly. "[M]arketers must ask: Is this content something our community will share? If each piece speaks to the passions and interests of the community, then that answer is yes," Travaline writes.
Before you can engage your fans, you have to know your brand
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