Digital Chameleon's Accelerate Brand Publishing course overview for its e-learning curricula For more information, visit us at www.digitalchameleon.net

1. Accelerate Brand Publishing Module
Overview
From Traditional Marketing
to Brand Publishing
Rebooting EVERYTHING
Brand publishing ignites the
Learning potential for every brand to
Objectives become a publisher. Digital
story telling is arguably the
Recognise how some biggest challenge to tradi-
brands are building content tional marketing since the
marketing strategies and opening of the digital fron-
why
tier. It puts all brand assets
Learn about some of the into play and harnesses
tactics and strategies of untapped expertise and
basic content creation knowledge that resides in
every nook and cranny of an
Identify some approaches organization. It short, it
to take in using social me- demands a reboot of every-
dia can become a powerful thing traditional marketing
channel for brand publish-
ing
rests on.
The Accelerate Brand Pub-
lishing course explores and
explains simple and effective
approaches to launching a
brand publishing strategy.
Three Keys: Strategy, Content Creation and
Social Media & Content
together a content marketing
Key Take Aways
campaign and considers some
Content is fungible and in- metrics for content marketing
fuses all elements of brand ROI.
communication strategy
New platforms, rules and Content Creation: Explains how
types of media represent lots to commission a content-based
of challenges (and opportu- program, how to utilise tried and
nities) for brand marketers
true techniques and processes for
When content strategy is brand publishing and identifying
infused with social media how to integrate multimedia con-
flavours, the result is a pow- tent into a content plan.
erful brew of brand publish- Accelerate is made up of three
ing modules:
Social Media & Content: Under-
Any brand can (and should) stand the relationship between
be a content publisher
Strategy: Reviews the changing content and social media, learn
Smart beats big budgets; trends and behaviour that is revo- how to construct an integrated
content marketing levels the lutionising digital engagement’ content/social media approach
playing field. looks at how brands are already and how to listen to what your
driving content marketing efforts, audience is saying (and what they
covers the basics of putting want from your brand).
© Digital Chameleon info@digitalchameleon.net or visit www.digitalchameleon.net

2. Overview Experts and Practitioner-based Instruction
From Traditional
Marketing As a learner, you want to
hear from the people that are
to Brand Publishing
“doing it” and you want Real
World perspective, not theo-
What’s in the ry. That’s why Accelerate
was designed with input from
Accelerate experts whose day jobs are
spent tackling content mar-
Brand keting challenges. You’ll find
their commentary throughout
Publishing each module, often with spe-
cific tips you can put to work
Modules? right way.
Total time:
3 ½ hours
Total exercises
& quizzes:
13
Total resources
(files & links):
45
“To be effective in
Total videos:
29
Total interactive
panels: content marketing, you
have to be willing to
22
break through silos.”
Total glossary
terms defined:
78
No. of
practitioners &
experts in com-
munity, social
media, content,
B2B & niche
and search:
5
Page 2
© Digital Chameleon info@digitalchameleon.net or visit www.digitalchameleon.net

3. Real Brands, Real Examples Overview
From Traditional
The Accelerate Brand Publishing modules put Marketing
the spotlight on brands who are succeeding in to Brand Publishing
many different aspects of content marketing–
from banks to brewers, toymakers to automak-
ers and everything in between.
Processes & Principles Accelerate learning is designed to share practical and applicable
approaches, with step-by-step explanations on how to achieve spe-
cific results.
Page 3
© Digital Chameleon info@digitalchameleon.net or visit www.digitalchameleon.net

4. Term Definition Overview
From Traditional
Marketing
Atomising breaking your core content down in to formats suitable for different mediums e.g.
to Brand Publishing
forming a Tweet out of a the subject of a white paper
Curate Select and organise information
Image content strategy devising a strategy around the images associated with your brand, whether they
are in existence or newly created
Infographics graphic visual representations of information, data or knowledge
Link bait any content or feature, within a website, designed specifically to gain attention or
encourage others to link to the website
Long tail journalism tailoring content for long term exposure and engagement, as opposed to more
immediate "big bang" impact
Morphing taking core content and changing it into different offerings e.g. information from
an e-book into an infographic
Multi-tweeting creating different Twitter accounts for different audiences
Retweet republishing someone else’s tweet although the original tweet along with author
is included
So/Lo/Mo Social-Local-Mobile
Social media marketing efforts to create content that attracts attention and encourages readers to share
it with their social networks
Tweet Post of under 140 characters on Twitter
Viral An image, video, or piece of content that is circulated rapidly on the Internet to
engage with a follower
Page 4
© Digital Chameleon info@digitalchameleon.net or visit www.digitalchameleon.net