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5 Reasons companies are bringing their marketing in house

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Here’s a significant trend described in a very fine digital marketing  research report from SoDA — in the past year there has been a dramatic spike in the number of companies who no longer work with outside marketing agencies — 27 percent, up from 13 percent in the previous year. The shift in North America is a little higher — 28 percent. have a few thoughts about it. One

Three companies using IT for dramatic transformation

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I used to work for a big global company. ” We discussed the fact that in many companies, the IT Department is still a “cost center” and not strategically integrated into marketing and sales functions. Technology is kind of the blood coursing through our company’s veins these days. used to work for a big global company. It is a necessary evil.

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

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Some of this increased competition is coming from big company executives who compose articles crafted by a support team of writers and PR agencies. In terms of company content, Facebook is largely pay-to-play today (although there are many exceptions). Contact Mark  to have him speak to your company event or conference soon. By Mark Schaefer. Content Shock. What do we do?”

The 10 best big company blogs in the world

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There seems to be a lot of noise about the “death of the company blog.” Important? A few years ago, I did a comprehensive study of the best company blogs in America and I thought it was time to re-consider this channel. What is the state of the art in company blogging? What are the best company blogs today? The blog shows the authentic heart of the company.

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B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Five steps to establish a content-creating company culture

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I’ve worked with a number of large and small companies to help them develop a culture of content creation and there seems to be a few common themes that enable success. Here are some steps that launch a company toward a vibrant culture of content creation: 1. The first question many companies ask is, “Where is all of this content going to come from?”

How to change your company culture for marketing success

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I used to work for a big metals and mining company called Alcoa. It might make more sense if you knew that the company was the subject of the most famous lawsuit against a corporate monopoly in U.S. Alcoa actually lost the suit, leading to the break-up of the company into smaller parts that eventually grew into the company’s competitors. Company culture rules.

The new standards for strategy and social media success

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It’s the company culture. Are they a conversational brand, meaning, is this a natural fit for the company or will it take extraordinary creative effort? How might companies avoid this pitfall? challenge for companies is becoming intoxicated with the shiny new thing. It’s easy to find the companies doing well on social media. It begins with the organization itself.

Five companies with a human social media presence

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The company is one of the few that is effectively integrating their paid advertising presence with social media connection. Their “spokes cow” has its own social media account, adding whimsy and fun to the company personality. brings the company to life and creates opportunities for social sharing and covnersation. Are there company examples you would like to share?

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

Why ad agencies need to become software companies

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There are many companies that have competed in this manner for years in a little industry called the software business. In essence, advertising and marketing agencies need to become software companies but the difference is, I’m not sure they see this as their core business. Buying companies that have software specialities. Can you sustain those entry barriers?). Do you?

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

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Contact Mark  to have him speak to your company event or conference soon. 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. Human.

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

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” It’s not just a saying. I end nearly all of my talks and lectures by encouraging my audience to go back to their companies and look for ways to “be more human” in everything they do, in every piece of content they produce, and in every customer interaction. Maybe it seems strange to hear Dr. Kotler’s advice for your company to be imperfect and vulnerable.

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Four profound marketing megatrends for 2016 and beyond

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Companies like Dell have to make pretty accurate projections of the data flow on the web because this is more or less their sales forecast for servers and other hardware. This is good news for companies that make servers but nightmarish for marketers who have to fight through this overwhelming information density to make a message stand out. Overcoming Information density. Learn.

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Four marketing mega trends nobody’s talking about

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Prices will be going up which will finally force companies to think rationally about what they’re doing in this space. Contact Mark  to have him speak to your company event or conference soon. 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!

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B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

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

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When a high-potential employee checks out a company, where to they go? Who owns the company presence on these sites? Through a recent project, I have been reviewing a company’s Internet presence from a recruiting perspective and I find that most companies take an extremely sales-oriented approach to their web presence. Why wouldn’t we do this at a large company?

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

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Contact Mark  to have him speak to your company event or conference soon. 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. Focus. Don’t try to be everywhere and on every platform. Make time to create.

Study shows social media usage surging at large companies

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The University of Massachusetts released its annual survey of social media usage at Fortune 500 companies and the trend continued to heat up, although these mega-companies continue to lag INC 500 companies, non-profits and universities in their application of social media to marketing efforts. Eight of the top 10 companies (Exxon and Berkshire Hathaway do not). Tweet.

Content marketing strategy: Start with questions, end with insights

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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. Contact Mark  to have him speak to your company event or conference soon. By Mark Schaefer. move to insights.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

Why are America’s fastest-growing companies killing their blogs?

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Are America’s fastest-growing companies shifting away from blogging as a primary social media platform?  ”Maybe” could be a conclusion based on new research examining the INC 500 from The Center for Marketing Research at the University of Massachusetts. 500 is Facebook with 74% of companies using it. Only 24% of the companies have a formal social media policy.

How to turn social media connections into an actionable audience

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Contact Mark  to have him speak to your company event or conference soon. 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. Fowler.

Five new content forms rocking the marketing airwaves

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Contact Mark  to have him speak to your company event or conference soon. 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. link].

Why we create crap content: We’re afraid

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Contact Mark  to have him speak to your company event or conference soon. . 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. We create crap content because we’re afraid.

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

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Contact Mark  to have him speak to your company event or conference soon. 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. Relevant. Timely.

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Why Facebook Live is not ready for prime time

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Companies will move their content production to live video.” What’s the reason a company would NOT do live video? Contact Mark  to have him speak to your company event or conference soon. By Mark Schaefer. This is the time of year when everybody creates “prediction posts.” ” I don’t agree. Legal constraints. Cultural constraints. Of course.

The five great questions of content marketing

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The challenge I face is how to educate my company-wide content writers to produce engaging, cost-effective content for our target audience. Contact Mark  to have him speak to your company event or conference soon. . By Mark Schaefer. recently attended a conference where marketers wrote about their single biggest challenges. Ha, is that how the creative team packaged the message?”. 2.

Four ways Facebook Instant Articles will dramatically impact marketing

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Facebook wants to be a primary source of news and information and if their wish comes true, and it probably will, this company will be in charge of distributing our content to a large part of our audience. Inbound marketing content theoretically earns the attention of potential customers, makes the company easy to be found, and draws viewers to your website like a magnet. Of course.

The all-time greatest Christmas marketing story

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True, I imagine many companies would frown on an employee making up a tale like that to sell a product. Contact Mark  to have him speak to your company event or conference soon. My daughter told me this cool story and I think it’s a fun and interesting marketing tale for the Christmas season. Lauren is an adventurer and loves to save her money for international vacations.

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

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Personally, I am facing this problem all the time now when I consult with companies. An example of a company dominating a niche with this technique is Nike. He showed that sites with very average content — even content written by computers — can get more social sharing through volume compared to companies focusing on fewer, quality posts. By Mark Schaefer.

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

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This is the exceptional example of a person or company that transcends the content, transcends SEO, transcends social media and becomes a Heroic Brand. Contact Mark  to have him speak to your company event or conference soon. By Mark W. Schaefer. Over the past year, I have really enjoyed delighting audiences with tales from my book The Content Code. know how to read. Stop it. Okay?”.

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

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Because of that content, I’ve already started working with several companies and have become an ambassador for several brands. 7. also believe that I have enough momentum to start to build relationships with potential sponsors for my content. I am already an ambassador for one of the fastest growing watch companies in Europe and Italian craftsmen who make luxury elevator shoes.

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

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Like me and Batman, Pikachu and company has its own generation of passionate fans. We have just witnessed the greatest app download success in history and the company essentially had NO paid promotion. We need to build an emotional bond between our company, our content, and our customers. Let me tell you about me and Batman. dwelled in a cardboard Bat Cave. How did this happen?

The disconnect between social media popularity and business effectiveness

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Contact Mark  to have him speak to your company event or conference soon. 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. What is true? Who is to be believed?

Should your content generate leads or relationships?

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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. Like many start-ups the company has been focused on growth and dominating a crowded space — a smart strategy. “Are you sure that’s the right goal?” ” I asked. Can you work with us?

Three Types of Goals and KPIs Needed for Social Media Analytics

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Companies looking to garner better social media results need to start with those two questions — and from my experience, these are the three areas that need addressing when looking to grasp social media analytics. It’s my opinion that you can’t choose your KPIs until you have chosen your company goals. How is this platform helping you meet a company goal of X?

The uncomfortable state of content marketing metrics

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have one reader in Canada who prints out many of my articles and posts them on a company bulletin board! If a company is doing a decent job publishing and distributing its content, they can never really know how many people see it. And that is why many companies are freaking out about content marketing. Don’t count on changing company culture. This is not good.

Why Facebook will become the most dangerous company on earth

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Facebook is going to become a publicly-traded company. If you have ever worked for a public company you can relate to what I am about to say. The company encourages us to post and share everything about our lives, which will lead to more advertising opportunities. And at that point, Facebook will become the most dangerous company on earth. You and me. Pretty simple.

15 Amazing ways social media is changing the world

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In our recent podcast, Tom Webster and I remarked that nearly all of the most valuable functionality of Twitter was created by the people — not the company. Most companies try to have a presence on social media, but it is the businesses that rely on personal connections which find it most worthwhile. What’s really going on is far more incredible. Here we go. 1.