2017

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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.

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?

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.

Why content is your enemy and experiences are your friend

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Isadora Becker as Marge Simpson. By Mark Schaefer. recently had an interesting conversation with my friend Jeremy Floyd , the CEO of FinWorx , and he made a provocative comment. “When we create material for our customers, we never call it content,” he said. “Content has become the enemy.” ” He had my attention! “If Google wants corn this week, we feed it corn.

Lead Generation Checklist

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

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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Study says sedentary activities like blogging block impact of exercise

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Hiking with the non-sedentary Bill Strawderman. By Mark Schaefer. I set a world record on Christmas Day. received a new FitBit wearable fitness tracker and was the only person in history to put it on, wear it for three hours, and not record a single step. I was couch-bound. The company created a new achievement badge just for me — The Weekend at Bernie’s Badge. How about you?

Three New Year Business Resolutions You Should Steal

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By Mars Dorian, {grow} Contributing Columnist. I’ve watched a volley of Youtube videos about making New Year’s business resolutions and realized they’re…. A) too complex and cumbersome to follow through. B) too focused on specific measures which you can’t control. Without further ado and blahblah, let’s kick-off 2017 with a bang of viable online actions: 1) Set goals you can truly influence.

B2B Marketing Trends for 2016

What does digital transformation mean to marketing?

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Is your head spinning over the prospect of digital transformation and marketing? Certainly the change ahead might seem dizzying. Social media and social selling, Big Data and analytics, new listening platforms, and artificial intelligence are just a few of the ideas gaining momentum. How does a marketing leader manage through this level of change? How do we make technology work for us in marketing?

How to write your first speech

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By Tamsen Webster, {grow} Community Member. For many, the opportunity to take the stage and give a speech is the culmination of a dream. And if you get that opportunity, you’re now faced with an imposing task: coming up with a speech! Here’s the process I walk my clients through when they’re developing their first speech (or any speech for that matter!). 1. What are their titles?

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The difference between “free speech” and politicizing your brand

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By Mark Schaefer. Undeniably, there’s a blurring between public and personal in the digital world today. It’s just so easy to be reactive on Facebook and the other social platforms that perhaps we lose sight of the public consequences of what we’re doing. Everybody has the right to post whatever they want as long as it is not “hate” or hurting another person.

The True Meaning of Hustle

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By Mark Schaefer. When I was 14 years old I needed a job. needed a job because I needed money. My family didn’t have the money to buy me a bike and I needed transportation. wanted to buy a stereo system (records!) … and I had recently discovered girls. So I needed to find some money. sold Christmas cards, stationary, and seeds door-to-door (imagine selling seeds in Pittsburgh!).

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

Learn to say no and focus on your three critical business drivers

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By Mark Schaefer. The other day a friend offered to post my content as a marketing column in his regional lifestyle magazine. It would require almost no work on my side and potentially expose me to a different audience. A no brainer, right? said no. Here’s why. The critical three. once worked with a business leader who would constantly ask, “What are your critical three?”

Social media proficiency: A life skill?

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By Mark Schaefer. Over the past few months I have enjoyed working with Cisco and a project headed by the company’s director of leadership,  Robert Kovach. I’ve been helping Robert with a program to coach Cisco executives with social media proficiency and on how they can become “known,” based on the principles of my new book which is cleverly titled … KNOWN. And, I did.

Reputation matters: Finding meaning and direction (with a little advice from Blake Irving of GoDaddy)

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By Kiki Schirr, {grow} Contributing Columnist. Your brand’s reputation can seem like its most important asset–or its greatest liability. good reputation can be destroyed by a single incident, or by a trail of customer disappointment. Here’s how to use technology and common sense to maintain a good company reputation. There are three steps to resolving reputation issues: 1. Listen.

Stop. Look. Listen. It’s time for an influencer marketing campaign

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By Brooke B. Sellas, {grow} Contributing Columnist. When I was a teenager, I was preoccupied with figuring out ways to sneak out of the house or get my parents to let me borrow the car for the night (neither went well). The average celebrity influencer, for instance, makes  $75,000 for an Instagram post and $35,000 per paid tweet ! But I’m not here to stir the giant pot of influence Kool-Aid.

The B2B Demand Gen Marketing Playbook

The Secret to Getting Exactly What You Want (In Business)

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By Brooke B. Sellas, {grow} Contributing Columnist. Getting exactly what you want in life or in business seems next to impossible these days. I’m here to tell you, it’s not. I’ve noticed something lately as I’ve been trying to get my way. Tenacity pays off and so does data. Patience is also something to note. Let me explain. Patience. Tenacity . Patience (In Business).

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Three strategies to take the heat out of customer conflict

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By Mars Dorian, {grow} Contributing Columnist. It’s an uncomfortable topic most of us never want to face, but let’s be real. Working with clients may eventually run you into trouble. You can save most client relationships from going southern sour by setting up a good agreement which clarifies your mutual goals. start this process by asking specific questions: What do you expect from me? Pout alert.

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Why the marketing world is one big selfie

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By Mark Schaefer. I had lunch with a friend the other day and we were observing a bunch of young people taking selfies. “You know,” he said, “the marketing world is just one big selfie.” ” So this became a discussion topic and perhaps it’s true. want to be cool. want to be relevant. want to be accepted. If you like my selfie, I’m more likely to like yours.

Is the Age of Apple over?

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By Mark Schaefer. The polish is off the Apple. One tech commentator said there was something missing from the recent Consumer Electronics Show: Nobody was saying they were the “next Apple of …” Paypal founder Peter Thiel told the New York Times that the age of Apple is over. Provocative? Sensational? Or is there a kernel of truth there? What’s going on and what can be done?

A Content Formula for Complex B2B Organizations

Surprise! It’s not about passion. Five lessons on building a huge personal brand

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By Mark Schaefer. I’m proud to announce the official launch of my sixth (and best) book, KNOWN: The handbook for building and unleashing your personal brand in the digital age. At the end of this post, you can download a chapter for free! And you can see a “trailer” for the book here: Click here if you can’t see the KNOWN book trailer. In the beginning. Endurance is rare.

A strategy to stay relevant in a tumultuous marketing world

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By Mark Schaefer. Three years ago, I was working on what would be the biggest consulting contract of my career. It was a potential deal with a U.S. government agency and as part of the bidding process I had to be interviewed by their senior procurement professionals via Skype. It was a bit intimidating. The stakes were high and I was facing a table full of people I didn’t know.

Trade Libel: If you can’t say something nice, make sure you have proof

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By Kerry Gorgone, {grow} Contributing Columnist. We’ve all seen those commercials: a split screen with someone trying to get a stain out of a shirt. On person’s using the advertiser’s product and the other’s using a competing product. The demonstration always favors the advertiser. But what if they rig the game? That could be considered  false advertising. Train your employees.

Three ideas to end the social media poison

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By Mars Dorian, {grow} Contributing Columnist. Divisive politics span across the globe, robotization threatens to replace millions of workers, geo-conflicts throw people at each other. The future seems so uncertain. The present seems so … harsh. Flipping through your favorite news channels is starting to look like the billboard chart of nightmares. What kind of messages are you putting out?

Six Key Steps to Successful Marketing Automation Adoption

Smart speakers, the streamification of content and big changes ahead

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By Mark Schaefer. I’ve been in marketing more than 30 years and I think we’re facing the period of greatest change in my experience, probably the greatest period of change in the history of marketing. You won’t want to miss this episode. We also get into our new app SlapChat. You need it. We all need it. Resources mentioned in this podcast. Other ways to enjoy our podcast.

The difference between “pandering” and “serving” in the Super Bowl ads

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It is the morning after a glorious Super Bowl — an epic win, a historic comeback, and a thrilling halftime performance by Lady Gaga. And yet I have a simmering anger about one aspect of the game that I couldn’t quite identify until I read a quote in the newspaper today. Like most marketers, I adore the Super Bowl commercials. Is this simply a slap at the immigration issue in America?”

How to Make Super Bowl Marketing Magic Last All Year Long

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By Kerry Gorgone, {grow} Contributing Columnist. Whether a company can ever recoup the astronomical cost of running an ad during the Super Bowl has been a topic of debate for years. Many uphold the Super Bowl as one of the last remaining opportunities to engage with a mass audience. This point is valid, given people’s ever-shrinking, highly personalized online universe. Beyond the Super Bowl.

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Entering Protopia and a world of continuous marketing disruption

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By Mark Schaefer. This is the time when we turn to the challenges of the new year and changes we’re likely to face. My prediction for 2017 is that this is the year of marketing protopia. I’m sure this is an unfamiliar concept, so let me explain why this will be the major theme of your professional life for years to come. Largely, we have lived in a business world of peaceful evolution.

8 Ways to Create More Effective Lead Generation Programs

My personal challenge to you for the new year

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By Mark Schaefer. The first blog post of the new year has a lot of emotional power for me. Traditionally I use this post to set the tone for the year, to summarize a major theme that is likely to occupy this space in the coming months. But I’m setting that tradition aside (until tomorrow!), and instead offer a new year challenge to every one of you. election and its aftermath. Be resilient.

The Great Big List of 23 Types of B2B Marketing Campaigns, by Funnel Stage

bizible

Need ideas on how to generate high quality demand and turn prospects into customers? You’ve come to the right place. Here is a list of 23 types of B2B marketing campaigns, as well as descriptions of when they are typically appropriate to use. The list is broken down by stage of the funnel. This could be a “contact us” form or a form to download gated content, such as an ebook. Brand campaign.

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The Best Content Marketing Examples

B2B Marketing Insider

Last year we published 99 Amazing Content Marketing Examples. There were actually 106 examples there but “99+” felt better. This year, the list has almost doubled. So I’m giving up on counting them (You can count them below.) But if you are you looking for the best content marketing examples you’ve come to the right […]. Content Marketing

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

Illustration by Hea Poh Lin. In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content.  Produce high-quality content, yes.  But, produce massive amounts of it to get in front of customers. Where nearly 1500 blog posts are posted every minute.  Whereby over 200 million email message are sent every minute.  Misguided.

Why B2B Content Strategies Are Paramount for Generating Quality Leads