Getting media coverage is still really important, but 'influencers' now also include bloggers, YouTube Creators, Instagrammers, Facebook Live Stars, and more. The key is to build long-term, beneficial relationships with people who have actual influence among stakeholders.

Content marketing is about creating and distributing relevant and valuable content to attract and engage key audiences. This means text, videos, graphics and visuals, audio, apps and more.  No matter the format or platform, great content marketing is about telling a good story well.

Every organization has a range of stakeholder communities that it depends upon for success.  Whether it’s employees, investors, customers, partners or any other group, having an effective communication strategy is the key to building strong relationships. Succeessful brands tap the full potential of digital and social media to build trust.