mark schaefer

  • Content marketing strategy: Start with questions, end with insights

    By Mark Schaefer A great way to initiate your content marketing strategy is to “start with answers and end with insights.” 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 questi ...

    {grow}in Content- 7 readers -
  • Case Study: Using influencers to quickly build an audience for your content

    By Mark Schaefer Shawn Van Dyke was in a heap of trouble. His wife had been diagnosed with Multiple Sclerosis. His job running a small construction company afforded a lot of flexibility, but didn’t provide the medical benefits he needed to cover his rising bills, or the salary level he needed to feed his five children. He had a stack of invoices he couldn’t pay. “I was frustrated,” he said.

    {grow}in Social Content- 5 readers -
  • An insider’s view of the American election and its meaning for marketers

    By Mark Schaefer America has been through a tumultuous election cycle, perhaps the strangest and most divisive time in the country’s political history. What does it all mean? Sure, a lot has been written about this, but it’s rare to get a behind-the-scenes glimpse from a person who was in the very heart of the process.

    {grow}- 6 readers -
  • Your marketing strategy is not a decision. It’s decided for you

    By Mark Schaefer I get a lot of requests every day from people who want to “pick my brain.” I can’t possibly spend so much time giving free advice, and yet I’m a softie who hates to tell people “no!” So I created a place on my site where people can buy an hour of my time and get instant marketing advice for a small amount of money. This decision has had two results.

    {grow}- 8 readers -
  • A business case for diversity in digital transformation

    By Kristian Strøbech, {grow} Community Member Earlier this year I launched an on-site course to teach a Danish news organization advanced research methods in social media. Little did I imagine the janitor would steal the show. Stumbling into unexpected goodness is such a treat! Our story begins when a regional Danish television broadcaster, TV 2 Nord, booked me for a series of workshops.

    {grow}- 7 readers -
  • Do you have to be a great writer to be a great blogger?

    By Mark Schaefer If you’re not confident in your writing skills, can you still be a great blogger? Let’s be honest. Good writing matters. But there are a few simple ideas any one can learn to dramatically improve the quality of their blog posts. Let’s take a look at a few tricks of the trade to help you sharpen your writing skills. Read it out loud “I feel like you’re talking to me.

    {grow} -
  • What is the role of content marketing in an ad-free world?

    By Mark Schaefer Here’s the current state of my advertising consumption. I subscribe to digital versions of The New York Times, The Wall Street Journal and my local paper. I have not seen a newspaper ad in five years. Maybe longer. With the exception of the news or a live sporting event, I never see ads on TV. Nearly all of my video consumption is through Netflix or Amazon Prime.

    {grow} -
  • Voice from the trenches: Midway through writing a book

    By Mark Schaefer I’ve been immersed in an exciting new project and it has literally taken up so much of my … well, my entire BEING, I suppose … that I thought I would give you a progress report. I’m writing a new book. I’ve been a prolific writer, publishing five books in five years (plus two updated editions, so really seven in five years!) This has not been a plan.

    {grow} -
  • A content dominance strategy drives new media economy

    I want to share a statistic that kind of blew my mind. In 2011, about 20 percent of non-game Internet revenue came from content subscriptions (to stuff like Hulu, Spotify, Amazon Prime, and Netflix). The bulk of the revenue has historically derived from advertising. Today, that number has completely flopped with subscription-based revenue at 80 percent — in just five years! ...

    {grow}in Content- 7 readers -
  • I love big blogs and I cannot lie.

    By Mark Schaefer I recently attended a conference where the presenter claimed that people have an average attention span of eight seconds. He strongly urged people to create content that could capture somebody’s attention in that amount of time (and he was selling a product to do it, too!). I don’t buy into this. In fact, I have an alternate theory.

    {grow}- 10 readers -
  • Why working in marketing makes you bitchy

    By Mark Schaefer A lot is made of being “authentic” in marketing today. I’m not a big fan of the word, but I understand that there is some expectation to display some human emotion in our content and campaigns. Compassion. Enthusiasm. Understanding. And for me, increasingly, bitchiness. Part of this irritability may stem from the copious amounts of BS shoveled at us each ...

    {grow}- 8 readers -
  • Being an Empathic Marketer in an Automated World

    By Jeffrey Slater, {grow} Community Member Does your marketing automation need a hug? I’ve been wondering about this and today will offer some tips to create marketing empathy in an automated world. During my 30-plus-year marketing career, I have had the privilege to meet and work with many great marketers.

    {grow}- 5 readers -
  • How do I find time to create content? 25 Ideas!

    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. Everybody has the same time to create content, but not everybody makes it a priority.

    {grow}in Content Blogging How To's- 14 readers -
  • What marketing skills do you need for career success today?

    By Mark Schaefer There has been nothing short of an intense debate about the marketing skills needed for career success today. Gurus like Gary Vaynerchuk have decried college educations, claiming they are a waste of time and money. In an excellent and thought-provoking post, the brilliant Christopher Penn scolds the profession for falling behind, and warns that we need t ...

    {grow}- 13 readers -
  • Why traditional journalism and social influence are blurring

    By Mark Schaefer At the recent Dell-EMC World event, Dell’s global communications director said that a growing number of people who used to identify themselves as journalists or analysts are identifying themselves as “social influencers.” She said that this digital transformation was happening before our eyes, right in the press room.

    {grow}in Social- 13 readers -
  • 15 Thought-provoking quotes about innovation and success

    By Mark Schaefer I was honored recently to be invited to be one of the 8,000 attendees at the recent Dell-EMC World conference where I got to meet some of the greatest minds in the tech industry up close. One of the exceptional opportunities was hearing three amazing keynote speakers with their own takes on creativity and technology … Malcolm Gladwell, best-selling author ...

    {grow}- 8 readers -
  • How to become an influencer (even if you’re a little guy!)

    By Aaron Lee, {grow} Community Member If you’ve never heard of me, hello there! This is @AskAaronLee. Back in 2009, I started a Twitter account because I saw the potential to have a worldwide presence. And I was right. I’ve used Twitter to connect with people, grow a small brand, and became an influencer.

    {grow}in How To's- 13 readers -
  • Why we create crap content: We’re afraid

    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. His statement pissed me off (momentarily), and I am not easily pissed off.

    {grow}in Content- 16 readers -
  • HR and social media: 7 Ways HR needs to act like marketing

    By Mark Schaefer I wrote awhile back that digital transformation would not necessarily be led by marketers. Success may not come through a brilliant strategy or new technology. It’s going to require a culture change, and that might have to be led by and HR team. On the flip side of things, maybe success in HR will be led by marketing, or at least HR professionals who think like marketers.

    {grow}in Social- 13 readers -