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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...
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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)....
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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...
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The gig economy and conversational marketing
By Mark Schaefer In the next episode of The Marketing Companion Tom Webster and I explore three rich and timely topics: The “Gig economy” — The ability to match buyers and sellers in order to monetize...
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What every marketer needs to know about the Internet of Things
By Mark Schaefer No list of hot technology trends is complete without a mention of the Internet of Things (IoT). But as we go into a new year, how does this become real to us as marketers? How is IoT...
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Smart speakers, the streamification of content and big changes ahead
By Mark Schaefer I’ve been in marketing more than 30 years and I think we’re facing the period of greatest change in my experience, probably the greatest period of change in the history of marketing....
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What does digital transformation mean to marketing?
By Mark Schaefer 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...
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A strategy to stay relevant in a tumultuous marketing world
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...
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New media, new culture and how it’s confounding brands
By Mark Schaefer If you’ve been following popular culture at all, you’ve probably learned by now of the downfall (at least temporarily) of YouTube’s greatest star, PewDie Pie. PewDiePie, a Swedish...
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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...
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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...
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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...
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20 Extraordinary Content Marketing Insights
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...
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The big shift: Ads, TV, and the content monetization challenge
By Mark Schaefer For decades, I’ve been a big fan of the sports channel ESPN. They have a great brand — serious about sports, but not too serious about themselves. Their bold style of storytelling...
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Artificial intelligence, real-life marketing
By Mark Schaefer The inevitability of a business world dominated by artificial intelligence seems to be the headline of the day, and yet the notion for many marketers may seem distant and unreal. On...
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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...
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Should you trust The Meeker Report?
By Mark Schaefer Like many digital marketers, I look forward to the epic internet trends report produced each year by venture capital firm Kleiner Perkins. Better known as “The Meeker Report,” the...
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Influencer marketing grows up
By Mark Schaefer Back in 2010, I wrote one of the most fun and fascinating blog posts of my life. A new trend was coming into view, led by a company called Klout. By analyzing millions of bits of...
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What happens to your marketing effort when Google search goes away?
By Mark Schaefer Google search goes away? You might think this title is ridiculous. Maybe even sensational. But traditional web search is changing dramatically and it’s a real concern for marketers...
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Is Amazon Spark primed for new social network success?
By Mark Schaefer Starting a new social network is a perilous prospect. The battlefield is littered with companies that had big ideas and little results … Meerkat Ello Path Google+ It’s a tricky...
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