With digital ad spend overtaking TV ad spend this year, there’s no denying that the internet is where brands are connecting with customers. But brands can’t simply replicate traditional content online and expect to succeed. Because the internet empowers communities and individuals to create their own experience, brands must create content with their customers’ needs in mind.

That’s easier said than done. Brands from the BBC to Arsenal FC have launched communities that failed to resonate with fervent fans and soon shuttered, even though companies like Reddit prove that even the most niche interests can find a thriving online community.

In this talk, Contently VP of Enterprise Services John Hazard will discuss proven strategies for developing online communities that resonate with your target customer base and foster meaningful relationships — the cornerstone behind any successful marketing initiative.

Audience takeaways:

• Why building an online community can be so effective
• What your online community’s “hero” looks like and how to find her
• What metrics you should track when building an online community
• How to turn an online community into an army of brand ambassadors