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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.

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. I used to work for a big global company.

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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?

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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? By Brooke Ballard, {gow} Contributing Columnist. Relationship marketing. Psychographics. Humanizing your brand.

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

There is no glory in “old school” marketing

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Contact Mark to have him speak to your company event or conference soon. By Mark Schaefer. “I’m not into social media,” one marketing executive recently told me (with pride). “I don’t even have a LinkedIn profile. I’m old school.” ” Old School.

Trends come together to diminish the need for company apps

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But things change and we all have to face the music … even when it’s your company’s smartphone app. Gartner reports that by 2020, 20 percent of all companies will be abandoning their apps. Contact Mark to have him speak to your company event or conference soon.

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. By Mandy Edwards, {grow} Community Member.

The three biggest social media problems are NOT social media problems

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Companies are under enormous pressure to increase quarterly profits. The company culture has to adjust to the expectations of this always-on world and that has to come from the top. There is no such thing as a grassroots movement to change a company culture. By Mark Schaefer.

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.

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.

Stop blogging until you do these five things

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Contact Mark to have him speak to your company event or conference soon. By Mark Schaefer. I just found this awesome blog on social media measurement. I went down the rabbit hole and read six posts in a row.

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.

Does corporate storytelling work? Some mega-brands say no.

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Shortly after this announcement, the company launched a magazine-style site called Coca-Cola Journey. Does that sound like a soft drink company website? A negative post about the company on their own site? This company was a perfect case study for content marketing done right.

The 30 possible ways you can create customer value

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If you’re like me, you’re probably already scanning though this list to see which of these values might be delivered by your company, product, or content. Let’s dig a little deeper into how you can use this research for your own company. By Mark Schaefer.

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.

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Social media engagement is a lousy metric

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Contact Mark to have him speak to your company event or conference soon. By Mark Schaefer. Thank you for your social media engagement through your generous tweets, blog comments, and likes. I have just one question: Why aren’t you hiring me?

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.

How to establish your company’s Social Media Lead Team

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I have written a lot about the critical importance of company culture to social media marketing success. For many companies this is a dramatic and difficult change. In some companies this might include Legal, HR, PR, IT, Marketing, and Sales.

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.

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. ” She nailed it by pinpointing the company’s lack of cohesive direction and plan.

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.

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. By Mark Schaefer.

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.

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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.

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.

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). By Mark Schaefer.

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? As part of this project, I also kicked the tires on the process for people seeking to apply for jobs at these companies. By Mark Schaefer.

It may be time to drop your annual marketing strategy

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Early in my career, my company required me to submit annual forecasts for the next five years of sales for our accounts! Here is my company marketing strategy: Assess, React and Shift. But then again, Michael Porter’s company went bankrupt in 2012!

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.

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?

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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.

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!

Six transformative trends in influencer marketing (is it really marketing?)

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Best of all, the report is free and can be downloaded here : This milestone project covers six transformative trends and includes interviews with marketing and PR leaders from Microsoft, Samsung, Intel, HP, Dell and other leading B2B tech companies. By Mark Schaefer.

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. By Mark Schaefer.

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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. By Mark Schaefer.

What would I do if I were starting my blog from scratch?

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Blogging best practices Time management Writing best practices blog post ideas blog topic ideas blog topics blogging best practices starting a blog starting a company blog writing for a blog Here is mind game successful bloggers play with each other. “If

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.

Why Do Companies Struggle with Social Media ROI? 23 Facts

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Only 8 percent of companies say they can determine Return on Investment (ROI) from their social media spending (source: Econsultancy ). In my free eBook, 166 Case Studies Prove Social Media Marketing , there are plenty of successful companies that have proven a social media ROI.

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

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How is it different for a company to pay a member of their sales staff to sell a product versus paying an influencer to sell the company’s product on Instagram/blog/Twitter?” A company representative has an agenda, so there is natural mistrust. By Mark Schaefer.