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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. I was brought in to do marketing triage for a large company in Florida. A lot more.

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. I used to work for a big global company. It is a necessary evil.

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.” 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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12 ways to achieve emotional marketing for your B2B company

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” In Mark Schaefer’s book, Social Media Explained , he asks companies to ask a critical question: What does our company do that NO ONE ELSE does? While there’s validity to each of the common complaints above, there are solutions to help ease companies into adding emotional marketing to the mix. By Brooke Ballard, {gow} Contributing Columnist. Psychographics.

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.

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.

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?

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. Do you have the best creative talent? (A Do you?

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

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Finally, most companies have the organizations in place to talk back to consumers, respond to problems, and even learn from them through social media. Contact Mark to have him speak to your company event or conference soon. The post The political company? By Mark Schaefer. My friend Mitch Joel has been on a roll lately. I started my career in corporate PR decades ago.

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.

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

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Contact Mark to have him speak to your company event or conference soon. By Mark Schaefer. I’ve been spending a lot of time thinking about this idea of “personal branding” in the world today as I prepare to launch an exciting new book called KNOWN: The handbook for building and unleashing your personal brand in the digital age. The post Building a personal brand?

Why 30 may be the most important number of your career

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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. I can name at least three projects I was involved in that were impatiently de-commissioned before their time — and ended up being enormous successes for other companies.

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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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.

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.

How to ruin your content by overthinking things

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Contact Mark to have him speak to your company event or conference soon. By Mark Schaefer. It’s honesty time. I was a content screw-up in my early years because I made everything too complicated. When I started teaching, my college classes were FAR too packed with information. I made my students dizzy because of the information overload. Believe me, that’s exhausting! So there.

Stop creating Random Acts of Content

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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. Not too many companies are thinking “how can we be more entertaining today?”

The greatest content marketing case study in history

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The company then selected the best photos and invited the winners to their headquarters in New York for a celebration. You probably don’t sit around the office wondering how your company can be more entertaining today. Contact Mark to have him speak to your company event or conference soon. . By Mark Schaefer. Here we go. The greatest content marketing case study. Hello.

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?”

Why content is your enemy and experiences are your friend

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

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

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Of course there is a tremendous upside as well as that stream of data produces goods and services that serve us precisely based on our DNA, our moods, our whims, and the personal needs, wants, and desires that companies will know better than our we know ourselves. I was recently at a conference populated by dozens of marketing technology companies. By Mark Schaefer. ” Ha!

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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. In addition, among those companies not blogging, 62 percent are considering adding a blog. Is blogging dying?

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? I 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.

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

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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. By Mark Schaefer. Bot messaging.

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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 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.

Content marketing strategy: Start with questions, end with insights

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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. Let’s unpack that idea. Rand Fishkin.

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? A challenge for companies is becoming intoxicated with the shiny new thing. It’s easy to find the companies doing well on social media. By Mark Schaefer. Where are they now?

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.

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].

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.

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.

Finding the right “authenticity level” for your brand

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When Facebook introduced its live streaming function, one of the first to demonstrate it was Mark Zuckerberg, the company’s founder. By attaching a face and voice to the company through a live video, Zuckerberg provided human content that was much more effective than a press release. Contact Mark to have him speak to your company event or conference soon. By Mark Schaefer.

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

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Human Resources needs to market the company to prospective applicants. Human resources: promote the value—and values—of your company. Your company can’t be the best in your industry without the best team: attracting top talent is a key function of any organization. Understand your company mission. Every marketer must understand what drives their own company.

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. Instead of managing for a long-term vision, becoming a public company creates an inexorable and relentless pressure to meet quarterly sales goals. And at that point, Facebook will become the most dangerous company on earth.

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

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As a busy entrepreneur or company leader, you must also maintain a laser-focus on your critical three activities, the priorities that drive your business. I primarily work with big companies like Dell, Cisco, and Microsoft, and this publishing channel probably would have sent me a flurry of small business leads. Contact Mark to have him speak to your company event or conference soon.

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. I recently attended a conference where marketers wrote about their single biggest challenges. Breaking through the noise. “We Specific measurement. “We

What to do if the president tweets you

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And even more important, how has he changed the dynamics of PR … any company or public figure could become a tweet target! All the best stuff on Twitter has been invented by its users, not by the company. There’s a growing business right now in getting companies ready for a presidential tweet. Parent company Wrigley’s response was : “Skittles are candy.