Responsible Content Marketing is a style of content marketing that integrates digital brand experience and human connection. Branders who use the right combination of content, digital channels, and social engagement can create meaningful impact with their brand’s content. Above all, content marketing doesn’t exist in a vacuum—everyone around a brand must be at the table to collaborate on the consumer experience.

In our latest podcast, Best Practices for Branding You Own Digital Audience, we join the discussion with Chris Shipley, vice president and managing partner, Arnold Interactive, to explore what makes a brand safe and what makes someone an engaging (or annoying) brand advocate.

Chris talks us through the digital marketing landscape to understand who is influencing digital behavior and what opportunities exist to break through the noise and take more control of the experience of the digital consumer. We also share insights on market segmentation to understand who a brand’s true authentic advocates are and engage in a discussion on how to target the right consumer segment and amplify your communication with them. Chris outlines simple, grounded steps brands can take to build a network of influencers and champions that can elevate their message. In the final part of our episode, we discuss the importance of creating earned media and audience loyalty, and how paid media can create goodwill in that network of advocates.