2017

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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.

The 30 possible ways you can create customer value

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By Mark Schaefer.

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.

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.

5 Key Aspects of Accurate Marketing Automation System Software Pricing

Simplify your software evaluation process with this free Marketing Automation Systems software pricing guide! Don't let price confusion keep you from selecting the best Marketing Automation software for your organization's needs. Download your free guide today!

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 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!

How to ruin your content by overthinking things

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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.

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.

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Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

Crossing the influence line: When does sponsorship destroy your reputation?

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By Mark Schaefer. A comment, a question, and a blog post all came together last week to make me ponder this question: When does an “influencer” become a “salesperson,” and is there a difference?

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.

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.

Can anybody become known? Let’s ask the janitor.

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Faith McKinney with U.S. Vice President Mike Pence. By Faith McKinney, {grow} Community Member. I have just listened to the audio version of Mark Schaefer’s book KNOWN: The handbook for building and unleashing your personal brand in the digital age.

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.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

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.

Internet founder speaks out on AI fear, the singularity, and beautiful robots

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By Mark Schaefer. It was quite a thrill for me to hear Sir Tim Berners-Lee speak before a capacity crowd at Dell EMC World in Las Vegas.

20 Extraordinary Content Marketing Insights

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By Mark Schaefer. This headline is a bit misleading. In fact, you will probably receive far more than 20 incredible insights from our Marketing Companion conversation with BuzzSumo founder Steve Rayson.

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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.

7 Inspiring B2B Marketing Campaigns

Must-See Examples of Marketing Success That You Can Replicate.

If you’re not embracing native advertising, your content marketing strategy is obsolete

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By Chad Pollitt, {grow} Community Member. We have a serious problem in content marketing and I’m going to point fingers today. For the last several years, there’s been a steady drum beat in our industry to be more strategic and to embrace content distribution.

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.

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.

How to be strategically authentic

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By Mark Schaefer. When the subject at hand is about creating content and standing out on the web today, the conversation usually turns to the need for “authenticity.” ” Perhaps there is no more misunderstood and mis-used word on the web today. That word actually drives me nuts.

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Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

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).

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.

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.

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.

7 B2B Marketing Strategies You Need to Know About

As B2B marketers, we know that our buyers' needs are ever-evolving, but it's not just our buyers that are changing.

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.

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3 Little-Known Ways to Use Content Marketing for Client Education

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By Brooke B. Sellas, {grow} Contributing Columnist. Working in marketing means there are lots of moments for client education. “What does ‘CPC’ mean? I want 10,000 new followers this month! Why aren’t people seeing or interacting with my Facebook posts?

The path to content success: Crushing self doubt

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By Mark Schaefer. By any measure, Antonio Centeno is a success and an inspiration. He has a multi-million-dollar business. A beautiful family. More than a million followers on YouTube. That’s why it was so surprising to me to learn that at times he feels like a fraud. Antonio Centeno.

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!

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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.

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.

Research shows we may be at the end of the startup era

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By Mark Schaefer. About a year ago, I wrote a blog post that went against the grain. At a time when everybody was ga-ga over Snapchat I predicted that Facebook would eventually dismantle them. I wrote: Snapchat has no meaningful intellectual property.

How often should I blog? Five steps to answering the question

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One of the questions I am asked most often is “how often should I blog?” ” So let’s get into that one today. I’ve seen a lot of studies declaring optimum posting schedules but like everything in marketing, the answer is, “it depends.”

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.