Content Ignition Strategy

    • Social media engagement is a lousy metric

      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? Let me unpack this unusual question … I’ve been creating content consistently for nearly 10 years and have built an amazing community that has generated 60,000 blog comments and hundreds of thousands of likes ...

      {grow}in Social- 19 readers -
  • Achieving escape velocity: The content discovery challenge

    … By Mark Schaefer My Marketing Companion co-host Tom Webster told me that within a few weeks, three of his clients all came to him with the same question: How do we get our content discovered? The answer you typically hear in our space is “create quality content and it will rise to the top” but that does not work any more. Perhaps it never has…

    {grow}in Content- 15 readers -
  • Content marketing success and the crappy quality myth

    … on these sites is best-in-class. What in the world is going on here? Content Shock, baby In 2014 I wrote a post predicting this outfall called Content Shock: Why content marketing may not be a sustainable strategy (for some businesses). I applied basic economic principles to content and surmised that something was going to have to give…

    {grow}in Social Content- 23 readers -
  • 10 Epic Shifts that are Re-Writing the Rules of Marketing

    … 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. I started thinking about this and came up with at least 10 “big things” that will profoundly impact my career, and yours. I first posted this list on Facebook and it provoked some interesting…

    {grow}- 32 readers -
  • Why content is your enemy and experiences are your friend

    …). Here she is as a Ghostbuster: When Isadora creates her cooking videos, she never thinks about keywords, SEO, or a content strategy. She is delivering a fun and unique experience that has become her brand. And now, she is known. What are your thoughts? As we strive to stand out in an increasingly competitive and information-dense world, should…

    {grow}in Content- 37 readers -
  • Content shock re-visited, the content marketing myths and realities

    … 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. Last week, I received a note from my editor that stabbed me in the heart: Mark, this is an excellent…

    {grow}in Social Content- 54 readers -
  • The five great questions of content marketing

    … 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! These five content-related posts stood out as the great questions representing the minds of the conference attendees: 1. Breaking through the noise “We can create…

    {grow}in Content- 28 readers -
  • What is the role of content marketing in an ad-free world?

    …, and a commitment to quality content to work. Even in a noisy marketing world crippled by Content Shock, there are still plenty of unsaturated niches to find and dominate. And in an increasingly ad-free world, every business needs to at least consider a role for content marketing in its strategy. Mark Schaefer is the chief blogger for this site…

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  • The business case for breaking the content marketing rules

    … are necessary to keep things organized and focused in many situations, especially when you are creating content for large and complex organizations. The best personas capture digital behavior and preferences as well as personality traits. But I can think of nothing more boring than creating scripted content that you think a made-up person is going to like…

    {grow}in Content- 30 readers -
  • Why it’s a very good sign that people don’t read your content

    By Mark W. Schaefer Over the past year, I have really enjoyed delighting audiences with tales from my book The Content Code. And my favorite story from my speech goes like this: When I started out as a blogger, I had no idea what I was doing. I was working so hard, and creating content that was pretty darn good. And yet, nobody was reading my posts, commenting, or sharing. I was frustrated.

    {grow}- 17 readers -
  • Why Content Shock is coming to a Facebook ad near you

    … load is really a mix of art and science,” Wehner said. “We also want to be thoughtful about making sure each person’s overall feed experience has the right balance of organic and ad content.” This was surprising to analysts, as evidenced by the fact that many of them then asked Facebook’s executives to elaborate on what this means. So what does…

    {grow}in Facebook Twitter- 26 readers -
  • Should your content generate leads or relationships?

    … with our social media and content strategy. Can you work with us? The email was from an executive with Adidas and it resulted in one of the biggest consulting contracts of my career. I didn’t have to fill out any paperwork to provide a quote. I didn’t have to compete with other agencies. They just wanted me, because through my content they felt…

    {grow}in Content- 23 readers -
  • How do you make your content the signal instead of the noise?

    In our new episode of The Marketing Companion, Tom Webster and I explore a theme of marketing challenges to rise above the increasing noise levels to connect to our customers. It’s a difficult proposition and getting harder all the time. Some of the topics in this jam-packed 30 minutes of marvelous audio content include: Rising losses from ad-blocking are pushing marketing ...

    {grow}- 22 readers -
  • A course correction for influence marketing measurement

    … is getting narrower. Content marketing is getting more expensive due to Content Shock. That promotional money has to go somewhere, and I think it will continue to be channeled to powerful online influencers. The influence frenzy is driving some pretty crazy money. One article documented how a 26-year-old quit her job to do Snapchat for brands full-time…

    {grow}in Content Facebook Twitter- 29 readers -
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