mark schaefer

  • A Simple Rule for How Brands Should Work with Influencers: Attention Retention

    By Jay Acunzo, {grow} Community Member TL;DR—Influencer marketing is a big and growing trend, but few organizations are reaping the biggest possible rewards of the approach. Let’s reset our thinking, so we can improve our results. When a new trend starts careening towards ubiquity, the pundits beat their blogs for blood—declaring victors in a battle they imagine is real: “Email is dead.

    {grow}in How To's- 9 readers -
  • The path to content success: Crushing self doubt

    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 I met this amazing man while working on my book KNOWN: The handbook for building and unlea ...

    {grow}in Content- 15 readers -
  • Can anybody become known? Let’s ask the janitor.

    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. He begins the book by asking this bold question, “Can anybody become known?” I want to prove to you today, that no matter who yo ...

    {grow}- 24 readers -
  • Creating content? When is it time to pivot (or quit?)

    By Mark Schaefer I recently had a conversation with pioneering blogger Chris Brogan and he mentioned that he had ended his latest podcast series and had begun a new one. “I just thought it was time to create something new,” he said. This seems like such a simple idea, and yet it set my wheels spinning. Creating content means building equity in an audience and a body of work.

    {grow}in Content- 12 readers -
  • Crossing the influence line: When does sponsorship destroy your reputation?

    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? Can a social media influencer cross a line become an ad … instead of a thought leader? Let’s unpack those questions today.

    {grow}- 18 readers -
  • Social media never forgets. How YouTube killed the circus

    By Mark Schaefer For 146 years, there has been a spectacular show traveling from city to city in America. The Ringling Brothers Circus featured clowns, acrobats, and animal acts that thrilled families for generations. But on May 21, the show will go dark after its last performance. There are a lot of reasons behind the demise of this American institution.

    {grow}in Social How To's- 14 readers -
  • How to select a common topic for a blog (or video or podcast)

    When I coach executives about content marketing or personal blogging, a very common problem I encounter is the challenge of focusing on a single topic for a blog (or podcast or video series). “I like so many things,” my clients will say. “How do I pick just one?” But it is something that must happen.

    {grow}in How To's- 18 readers -
  • Content marketing success and the crappy quality myth

    By Mark Schaefer Here is the ultimate sign that some people are drinking too much of the content marketing Kool-Aid. A Facebook post like this: “The problem with content marketing isn’t that there’s too much content, it’s that there is too much crappy content.” I see this sentiment expressed ALL THE TIME and frankly it just aggravates me off when people assume that when com ...

    {grow}in Social Content- 18 readers -
  • Celebrating a Marketing Companion podcasting milestone

    By Mark Schaefer In 2012, I escaped the crazy crowds of SXSW to have dinner with my friend Tom Webster and his wife Tamsen. We had a magical evening and at the end of our time together I commented that I wish we had recorded the conversation. A lot of people would have loved to hear that debate! A year later, I was thinking about starting a podcast.

    {grow}- 14 readers -
  • How to build a truly actionable social media audience

    By Mark Schaefer If you’ll oblige me, I’d like to start with a little story from a conversation I had recently with a woman who had a disappointing experience after taking an online class on how to monetize through webinars. My friend followed the advice from the class with engineering-like precision and nothing happened. Several webinars. Few attendees. No sales.

    {grow}in Social How To's- 20 readers -
  • Content monetization, brocial media, and the role of love in business

    By Mark Schaefer One of the most delightful and provocative thinkers on the web today is my friend Phil Gerbyshak. Phil interviewed recently for a podcast and we covered many topics I had never discussed publicly before, especially as it relates to building customer intimacy today. Here are some highlights from that conversation: Phil: I think it’s possible to build amazing ...

    {grow}in Content- 20 readers -
  • When Social Media Piranhas Strike

    By Clayton Carroll, {grow} Community Member We’ve seen it before. Someone disagrees with an influencer and the social media piranhas have a feeding frenzy. They quickly rip apart the dissenter. The piranhas hurl jeers and “insights” all designed to devour an opinion and shame that person from showing their face in public again.

    {grow}in Social- 12 readers -
  • How to be strategically authentic

    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. The dictionary says “authentic” means “true and accurate, made to be or look just like an original.

    {grow}in How To's- 14 readers -
  • Why screenshots may be the key to influence marketing measurement

    By Mark Schaefer Last year, one of the major emerging themes at the annual SXSW festival was influence marketing and again this year, it dominated the branding sessions. Key “influence” ideas this year included shedding big influencers with large followers in favor of people who have trust, authority, and true impact. Certainly influence marketing is mainstream marketing today.

    {grow}- 19 readers -
  • New research reveals Americans migrating to three social media platforms

    By Mark Schaefer Is social media turning into a three-horse race? New research by Edison indicates that Americans are starting to migrate to three big social media platforms, while usage and preference is flattening out on secondary platforms. In this scintillating, 99th episode of The Marketing Companion, Tom Webster reveals a study 2o years in the making: The Infinite Dial.

    {grow}in Social- 23 readers -
  • Stop creating Random Acts of Content

    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 company had little pockets of activity across their divisions but they were just not gaining any traction.

    {grow}in Content- 20 readers -
  • Why 30 may be the most important number of your career

    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. It was not unusual to compromise long-term benefits for short-term realities.

    {grow}- 18 readers -
  • Mark Cuban, the first trillionaire and chatbots on the edge

    By Mark Schaefer To me, SXSW is the most exciting place in the world, featuring all the coolest breakthrough thinkers in media, publishing, technology, and marketing. I did my best to pluck out a few meaningful sessions and here are some interesting highlights I picked up from my trip. This is PART TWO of my report from Austin. You can see my earlier notes here.

    {grow}- 18 readers -
  • Drones, Bots and AI oh my. SXSW highlights

    By Mark Schaefer Each year I look forward to attending the annual SXSW conference to push my brain in some new directions. This is my eighth SXSW and to me, this is the most exciting place in the world featuring all the coolest breakthrough thinkers in media, publishing, technology, and marketing convening in one big Austin Texas madhouse.

    {grow}- 21 readers -