- Blog & Podcast
Podcast – The Marketing Companion
“Could not be better, two intriguing and thought-provoking minds who possess the perfect balance of intellect and entertainment.”
– Randy Bowden
“The marketing equivalent of a Snicker’s bar wrapped in bacon. Satisfying, interesting, and leaves you wanting more.”
– Rosemary O’Neil
“Mark & Tom live up to the podcasting holy trinity: educate/inform/entertain!”
– Jamie Wallace
“What’s a podcast?”
– Mark’s mother
Mark Schaefer is one of America’s most respected marketing authors, consultant and bloggers. Tom Webster is an insightful and pithy researcher and raconteur. Put them together and you’re going to make podcasting history!
The Marketing Companion is always fun, always interesting, and always on-target with insights and ideas that will turn up your marketing intellect to an “11.”
How to Listen to the Podcast:
- Click here to hear the latest episode or subscribe in iTunes
- Click here for the show’s RSS feed – for Android listeners.
The Marketing Companion Episode Guide
Here is a complete list of podcasts, including the latest edition:
Episode 18: Where does social media fit in the marketing mix?
The time element — social media versus advertising * Estimating the sales power of social media * Weak links versus strong links and how this converts to sales * The correlation between share of conversation and market share * Social media at the top of the sales cycle and at the end of it * Is social media more like advertising or marketing? * A case study illustrating the impression power of social media * How will social media platforms re-invent themselves to ignite a “wow factor?”
Episode 17: Incorporating public speaking into your marketing mix
Ideas on how to be a more effective and entertaining presenter * Structuring your speech for maximum impact * Overcoming nerves — The introvert’s guide to public speaking * Keys to preparation * Is your speech intellectual property that needs to be protected or do you want it to go viral * Leveraging speaking-related content in other marketing formats
Episode 16: Leadership is not a dirty word
In this episode, Tom Webster and Mark Schaefer talk about trends in leadership, the implications of Content Shock and content curation as a marketing strategy.
Episode 15: Strategies to cut through information density
We start with an announcement about Prickstarter and then dive into a more serious discussion about The decline of RSS and the coming Age of the Great Algorithm * “Media is media” * The out-dated notion of creating buyer personas * Emotional ties and “human” as a competitive strategy * Bronies? * Passionate content versus helpful content
Episode 14: Understanding the decline in Facebook reach
In Episode 14, we actually explore three big issues: New research from several sources indicates that Facebook algorithmic tweaks could be dramatically depressing the visibility of brand posts to their audiences. 2) We examine a huge Internet security breach and an analyst remark that indicates something even more sinister could be at work and 3) We discuss a significant trend about paying social media influencers.
Episode 13: Six amazing marketing predictions
This episode is guaranteed to get you thinking about our marketing future in new ways.With a guest appearance from Arnold Schwarzenegger and Christian Bale, Mark and Tom take a peek at six thought-provoking trends you won’t hear anywhere else. They explore Malignant complexity, Re-aggregation of audience, The cost of security, The death of “last touch” attribution, Dis-intermediation of manufacturing, and Atomization of content.
Episode 12: Sponsored Content: Edge of Integrity or salvation of advertising agencies?
Does sponsored content demonstrate that the advertising industry is in crisis? * Will the FTC regulate this trend? * Will sponsored content bolster confidence in a brand or jeopardize it? * Is this trend necessary to save traditional media? * Radical honesty as a point of differentiation * Could sponsored content actually be better than organic content?
Episode 11: Why research companies are screwing up content marketing
We look at some of the implications of a case study where Forrester recently skewered Facebook with some provocative, but not necessarily accurate, claims. Why would a company built on providing dispassionate data and insight make a sensational move like this? If companies can’t make as much money from their research, are they using their data as a content marketing promotional tool? If businesses won’t pay for research, what happens to the quality of the research?
Episode 10: The podcast on podcasting: Will video kill the radio star?
Google Pants? Yes, Google Pants. The podcast covers latest data on podcasting popularity and usage * Some of the problems and promises of podcasting * Surprising observations about podcasting demographics and metrics * Technologies and trends that could ignite podcasting * The future of podcasting * Podcasting as a source of business leads
Episode 9: The biggest business opportunity in marketing
Tom’s five fundamental questions to guide a content marketing strategy * Getting drunk on growth * Content marketing at the end of the sales cycle * Content marketing as “fishing” — are you even in the right lake? * Guest appearances from Gini Dietrich and Sean McGinnis * The magic metrics for content marketing and lead conversion
Episode 8: The Future of Twitter
Why Twitter may be a better investment than Facebook * Facebook’s pre-IPO sneak attack * The critical importance of owning the “second screen” * Twitter as a shelter for cowards * Why Twitter needs celebrities to fuel the youth movement * The three unique value propositions of Twitter * The new monetization models for Twitter — “reach” versus “targeting”
Episode 7: What skills do you need to succeed in marketing?
The gap between marketing business needs and today’s marketing education * Real world experience versus a college education – Do you even need a degree any more? * Why marketing education is different than other disciplines in the business school * Is “social media” an entire degree program, one class, or an essential life skill? * Community manager – The hardest job in marketing? * Five critical marketing career skills you will never get in school
Episode 6: What does it take to start a blog today?
The challenge of information density * The entertainment edge * Expertise and the content saturation index * Content quality, optimization, or both? * The most important blog metric * How much time should you put into promotion versus content quality?
Episode 5: Is the Washington Post the next social media start-up?
An analysis of the Jeff Bezos purchase of the Washington Post * Can the Amazonification of journalism save newspapers? * Does Bezos represent a new breed of benefactor? * A need for more digital leaders to move into traditional business spaces * Possible implications for advertising and marketing * A step forward in personalized content delivery? * The offline play
Episode 4: Is Google Glass the future or does it just make you look like a dork?
Is Google Glass a win for wearable technology * Do the “eyes” have it * What business problems does Google Glass really solve? * A can of worms for privacy, or just another Kodak moment? * Does “cool” trump “dork?” * The Devil’s bargain with privacy. * The porn indicator, and Google’s interesting new investment
Episode 3: The Content Mill
How quantity works against quality * The Hubspot Problem and the content mill * Guest posts — Strategic advantage or content snacks when you need a meal? * How is SEO adapting to new content realities and search? * The most important content-related metric * How content marketing is like a retail price war * Why content marketing encourages plagiarism
Episode 2: The Failure Manifesto
The romance of catastrophic business failure * Why Seth Godin’s “Just Ship It” mentality leads to problems * The true source of business innovation and progress * The untold side of the Apple story and survivor bias * The strategy paradox –why we don’t learn from failures * Why you can’t be Zappos * Is technology an enabler or a leveler of business innovation?
Episode 1: Flouting Klout
Influence at the top of the search rankings * Guest appearance by Ringo Starr as a talking apple * Is Klout re-defining “expert?” * The search for “warmer” search results * Klout and corruption * What Klout does well.