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10 Epic Shifts that are Re-Writing the Rules of Marketing

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By Mark Schaefer. I’m often asked: “What is the next big thing in marketing?” ” This seems like a simple question, but I’m not sure I know any more. started thinking about this and came up with at least 10 “big things” that will profoundly impact my career, and yours. first posted this list on Facebook and it provoked some interesting comments. ” No.

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Building a personal brand? Here’s why you need to ignore SEO

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That may seem like strange advice but let me explain. When you optimize content for SEO, by definition you are trying to “own” the most common keywords and phrases. If you become obsessed with SEO, you become just another dog fighting over a bone. It’s a battle you’ll probably never win unless you are the biggest, meanest dog in your industry … forever.

The greatest content marketing case study in history

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By Mark Schaefer. I was going through some old files from classes I taught years ago and came across the most beautiful and wonderful content marketing case study. It is my all-time favorite because it touches so many bases and I thought I would pass this along to you for a little fun and inspiration. even asked GE for help but they could not locate the story either. Here we go. Hello. Right?

Content shock re-visited, the content marketing myths and realities

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By Mark Schaefer. For the past few years I’ve been a contributor to The Harvard Business Review. submit my very best article once a quarter or so, an editor reviews it, she suggests some minor modifications, and then it would be published. Some of this increased competition is coming from big company executives who compose articles crafted by a support team of writers and PR agencies.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

What it’s like to be hugged by a brand. Literally.

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By Mark Schaefer. Last week I was hugged by a brand. I’m serious — a literal, physical hug. I’ll tell you more about this unexpected embrace, but before I do, I need to explain why this gesture was so important to me, and why it should be important to you, too. What are some of the biggest digital marketing trends right now? Marketing automation. Bot-produced content. Likable.

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Four marketing mega trends nobody’s talking about

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By Mark Schaefer. This is the time of year people post their prognostications for the next year. The predictions will be … predictable: More video! More Snapchat! More podcasts! Well, OK. It’s pretty easy to make a prediction based on what’s already happening. But there are less obvious tectonic forces rumbling through our marketplace. Content Marketing Re-constructed. Seriously.

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In case you missed it, the best marketing posts of 2016

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By Mark Schaefer. How many people read an individual blog post? really have no idea. Are you a subscriber? Do you see my writing on Facebook or LinkedIn? Maybe you connect with me on Medium , or The Harvard Business Review ? In any event, even the biggest fans of the blog miss a lot of the best ideas every year. Are you ready for the mega-shift from social media to private media? That’s OK.

The new standards for strategy and social media success

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By Mark Schaefer. I was recently interviewed for an international business magazine and offered my views of digital marketing transformation, social media success and the skills needed to succeed today. With permission, I’m providing this content to you today. . You’ve worked with a range of international businesses, government organizations and news organizations. It’s the company culture.

B2B Marketing Trends for 2016

Content marketing strategy: Start with questions, end with insights

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By Mark Schaefer. great way to initiate your content marketing strategy is to “start with answers and end with insights.” Let’s unpack that idea. A few years ago, YouTube came out with a white paper stating that companies doing the best job building brands on the  web used three different kinds of content : Hygiene — The “everyday content” that answers common customer questions.

How do I find time to create content? 25 Ideas!

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By Mark Schaefer. I’ve never met a person who says they have too much time, especially when it comes to creating content! But here’s a fact: successful bloggers, YouTubers, and podcasters have the same number of hours in a day as you. Everybody has the same time to create content, but not everybody makes it a priority. Focus. Don’t try to be everywhere and on every platform. Add an insight.

How to turn social media connections into an actionable audience

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By Mark Schaefer. Probably the biggest myth — and mistake — I see regarding social media marketing is the idea that audience equals action. It doesn’t. Most of the time, your social media connections begin as “weak relational links.” ” It’s like a handshake. It simply means the door has been opened. Don’t believe me? Let me prove it to you. Fowler.

HR and social media: 7 Ways HR needs to act like marketing

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By Mark Schaefer. wrote awhile back that digital transformation would not necessarily be led by marketers. Success may not come through a brilliant strategy or new technology. It’s going to require a culture change, and that might have to be led by and HR team. On the flip side of things, maybe success in HR will be led by marketing, or at least HR professionals who think like marketers. Human.

The B2B Demand Gen Marketing Playbook

What to do if the president tweets you

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By Mark W. Schaefer. I was interviewed this week about my views on how the new U.S. President has used and abused Twitter. I was asked if Donald Trump has changed Twitter, perhaps even pumped the channel with new life and vitality. And even more important, how has he changed the dynamics of PR … any company or public figure could become a tweet target! Has Donald Trump changed Twitter? Rapid.

Finding the right “authenticity level” for your brand

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By Mark Schaefer. One of my readers asked me if I would review his blog and provide some advice. He had been writing for several months and had made no progress with subscriptions, comments, or shares. The most obvious problem was that his content was anonymous. There was no indication of who was writing the blog! No name, no personality, no smiling face. The headlines left me cold. That last one?

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Five new content forms rocking the marketing airwaves

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By Mark Schaefer. When I wrote about this idea of Content Shock — the idea that content marketing becomes less sustainable as a strategy as the amount of competitive content increase — I predicted that there would be new innovations in content forms. Here are five that caught my attention. Interactive dynamic video. link]. How cool would it be to actually play with objects in a video?

Why we create crap content: We’re afraid

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By Mark Schaefer. An industry “thought leader” recently characterized me as a “loose cannon.” ” I found this surprising since this implies there’s a set of standards and expectations that I am not following in a lockstep fashion. His statement pissed me off (momentarily), and I am not easily pissed off. Who is setting these industry expectations and rules?

A Content Formula for Complex B2B Organizations

Four ways Facebook Instant Articles will dramatically impact marketing

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Something important is about to happen, and the impact on content marketers will be profound. Facebook announced it would open up Instant Articles -– formatted and optimized to load almost immediately -– to any publisher  without a special approval process. Let’s look at the implications for digital marketers. 1. shift in distribution. Their algorithm will decide who sees what we create.

Learn to create effective content by putting it through the RITE test

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By Mark Schaefer. Here’s a proven method to consistently create effective content: Put it to the RITE test. RITE is an acronym that stands for Relevant, Interesting, Timely, and Entertaining. If you create content that hits at least three out of these four angles, you’ll be spinning gold my friend. Let’s take a deeper look. Relevant. What if you have multiple interests like books, pets, and cars?

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The five great questions of content marketing

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By Mark Schaefer. recently attended a conference where marketers wrote about their single biggest challenges. These issues were posted on a board and it was fascinating to observe! These five content-related posts stood out as the great questions representing the minds of the conference attendees: 1. Breaking through the noise. “We can create ‘great’ content, but how do we guarantee it is seen?

Emoji marketing? You better believe it!

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By Hannah Chapple, {grow} Community Member. Emoji marketing is one of the hottest trends for brands and marketers right now. Yes, the small cartoon icons which have often been thought of as a passing millennial trend are here to stay and extend far beyond teen texting. In fact, emojis are the fastest-growing digital language. In 2015 the Oxford Dictionary chose an emoji as the word of the year.

Six Key Steps to Successful Marketing Automation Adoption

Why it’s a very good sign that people don’t read your content

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By Mark W. Schaefer. Over the past year, I have really enjoyed delighting audiences with tales from my book The Content Code. And my favorite story from my speech goes like this: When I started out as a blogger, I had no idea what I was doing. I was working so hard, and creating content that was pretty darn good. And yet, nobody was reading my posts, commenting, or sharing. I was frustrated.

8 Strategies to stand out when you’re late to the content marketing game

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By Mark Schaefer. You’ve all seen the data and it’s not pretty — the amount of information on the web is certainly overwhelming. Content budgets are soaring, content output is exploding. There are more than 1,000 blog posts and 400 hours of YouTube video uploaded every minute  in a never-ending war for attention. But what if you’re on the losing end of the stick?

The current state of the content marketing ecosystem

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The content marketing industry experiences ebbs and flows just like any other field. Since it’s been around (formally) for less than a decade, the industry is relatively young. That means changes in best practices or predominant techniques can have major ripple effects for those who do the work. Infographics research infographics

Should your content generate leads or relationships?

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A few years ago I had an interesting conversation with a Hubspot executive (now a former executive … but that’s another story). His business goal was to generate an ever-increasing number of leads from his company’s blog content and he wanted my ideas on what they might try to kick the number up. “Are you sure that’s the right goal?” ” I asked.

8 Ways to Create More Effective Lead Generation Programs

Batman, Pokemon, and an essential lesson from the heart of marketing

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Let me tell you about me and Batman. When I was a little boy, I would eagerly await each new episode of the old Batman TV series. It was campy and funny, but to me, Batman was real, and my first true hero. ordered a Batman utility belt from my cereal box, I collected Batman cards, I even drew up plans to build a Batmobile in my basement. dwelled in a cardboard Bat Cave. How did this happen?

The uncomfortable state of content marketing metrics

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In a post titled Content Marketing – It’s About to Get Weird , my friend Joe Pulizzi revealed disappointing findings from an annual research survey. Here’s This is not good. And the worst may be yet to come. Joe goes on to paint a hopeful picture of content marketing’s future by plugging this problem into the Gartner’s “hype cycle” model. It sucked.

15 Amazing ways social media is changing the world

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Ignore the hype that we’re all becoming more superficial and narcissistic because of our obsession with social media. What’s really going on is far more incredible. That’s the conclusion from an extraordinary research study by University College London provided in several new books and reports. Here we go. 1. Social media is not making us more individualistic. Here we go. 1.

How to become an influencer (even if you’re a little guy!)

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By Aaron Lee, {grow} Community Member. If you’ve never heard of me, hello there! This is @AskAaronLee. Back in 2009, I started a Twitter account because I saw the potential to have a worldwide presence. And I was right. I’ve used Twitter to connect with people, grow a small brand, and became an influencer. Perhaps you believe that @AskAaronLee would not make it if I had started today.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

The disconnect between social media popularity and business effectiveness

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By Mark W. Schaefer. A few weeks ago, I had a conversation with a reader of the blog and he made an offhand comment that is still haunting me. This is what he said: “Of course it is possible to have a huge social media presence and look like a big deal while doing very little. You can automate just about everything.” ” Reflecting on this, it’s true. What is true?

Why Facebook Live is not ready for prime time

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By Mark Schaefer. This is the time of year when everybody creates “prediction posts.” ” Here’s the number one marketing prediction I see everywhere: “This is the year of Facebook Live. Companies will move their content production to live video.” ” I don’t agree. What’s the reason a company would NOT do live video? Legal constraints. Of course.

Use This Agenda For Your 2016 Content Marketing Plan

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As social media becomes less shiny, many of our clients are realizing that social media success relies on having a content marketing plan. While we’ve been hired to come in and “do” social media, our constant gentle push about sharing stories through original content (read: the RIGHT content for our customers) is finally being felt. The Content Marketing Plan (Agenda). Images.

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5 Reasons most content marketing is FAR behind where it needs to be

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No industry has been under more attack from emerging technologies than the press. Newspapers, magazines, and other traditional media channels are failing all around us. So if you think marketing is tough in your business, step into the shoes of a newspaper publisher to really see what pressure is! ” Perhaps that was true three years ago but it’s not true any more. That is so 2012.

B2B Marketing Trends for 2016