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. I 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. Last week, I received a note from my editor that stabbed me in the heart: Mark, this is an excellent article. I’m not giving up, at least for now.

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. I even asked GE for help but they could not locate the story either. Here we go. Hello. Right?

Why content is your enemy and experiences are your friend

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Isadora Becker as Marge Simpson. By Mark Schaefer. I 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.

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.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

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. I started thinking about this and came up with at least 10 “big things” that will profoundly impact my career, and yours. I first posted this list on Facebook and it provoked some interesting comments.

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The five great questions of content marketing

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By Mark Schaefer. I 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 Ha, is that how the creative team packaged the message?”.

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.

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

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Why 30 may be the most important number of your career

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By Mark Schaefer. I come from a world that celebrates impatience. Most of my career was spent in a large public company where there was only one standard of progress — beat the expectations of Wall Street, every quarter, every year, without excuse, without end. Life was run in the short-term. It was not unusual to compromise long-term benefits for short-term realities. The magic of 30.

Stop creating Random Acts of Content

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By Mark Schaefer. I was sitting in a workshop with my friends at a big multi-national company and, like many companies, they were struggling to come up with a comprehensive content marketing plan. The company had little pockets of activity across their divisions but they were just not gaining any traction. Let’s unpack this a bit. The hidden cost of content. Content is intoxicating. Timely.

4 Non-Marketing Skills You Need to Become a Better Marketer

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By Kerry Gorgone, {grow} Contributing Columnist. Marketing isn’t a department. It needs to be a way of life throughout your organization. Human Resources needs to market the company to prospective applicants. Product development must make a quality deliverable or marketing will prove impossible. Customer Service plays a huge role in retaining (or losing) existing customers.

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? I said no. Here’s why. The critical three. I once worked with a business leader who would constantly ask, “What are your critical three?”

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

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.

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. I 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. The blogging sickness.

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.

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.

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.

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The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.

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!). Who’s your ideal audience?

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

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.

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. I want to be cool. I want to be relevant. I want to be accepted. How will you help me win? Discuss among yourselves.

The political company? How business strategy is being re-invented by social media

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By Mark Schaefer. My friend Mitch Joel has been on a roll lately. I’ve always considered him one of the world’s great marketing bloggers but the quality of his thinking lately seems to have gone up a notch. If you don’t yet subscribe to his blog Six Pixels of Separation , you should! Mitch and I have both written recently about the danger of politicizing a brand. And more.

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. A 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.

Marketing’s answer to winning in an ad-free world

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American baseball star Babe Ruth was among the first celebrity influencers. He made more money from his sponsorships than his sports career. By Mark Schaefer. After uttering one sentence a few weeks ago, I was “fired” from a consulting job … before it even started. Here’s the statement that got me fired: “I think we are gradually moving toward an ad-free world.”

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Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

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).

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.

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. We are unique individuals and carry different ideas, and when we don’t communicate them effectively, verbal crossfire ensues. 1) Work on a common goal and repeat it. What do you like about my art specifically?

New media, new culture and how it’s confounding brands

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By Mark Schaefer. If you’ve been following popular culture at all, you’ve probably learned by now of the downfall (at least temporarily) of YouTube’s greatest star, PewDie Pie. PewDiePie, a Swedish gamer and humorist, is the first person alive to hit 10 billion views on YouTube. And then it all went south. The outfall was swift. His career was over, right? Not so fast.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

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?

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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.

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. 1) Guard your attention. Choose wisely!

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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.

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.