Part 1: Content Marketing, Influencer Marketing, and the Evolution of Content Consumption
Episode Summary:
In part one of this two-part episode, we’re joined by Mark Schaefer, Executive Director of Schaefer Marketing Solutions. Mark talks about how the pandemic changed consumers’ behavior and its impact on marketing and business. He also discusses the importance of user-generated content, emerging marketing trends, and building community through marketing.
Key Highlights:
3:56 – 8:00 – The Human Side of Marketing and Influence Mechanism – Marketing is a combination of sociology, anthropology, and psychology. It boils down to human nature and conduct and the intersection of business and technology
8:45 – 12:28 – Emerging Marketing Trends in Social Media – The pandemic led to a new way of content consumption, renegotiating the way people work, live, and learn. Marketers must employ various marketing strategies that are in tune with where customers are today and why they consume the content being marketed, as every aspect of business is being rethought
12:33 – 15:05 – More Community-Driven Content – Two-thirds of marketing takes place outside of the companies concerned; what people say about your brand, what they post, and their testimonials are the marketing that other prospects believe. Marketers can no longer buy their way into the hearts of their customers; instead, they must work hard to create trustworthy and community-driven content
15:07 – 16:30 – Approaches for Newer and Smaller Brands – For smaller and newer brands, building trust and community through consistent content creation is the best bet. Collaborate with influencers whose target audiences are similar to yours, and utilize Facebook and Google ads to target your ideal audience
17:00 – 20:00 The Influence of Tik Tok on Social Media Marketing – Tik Tok has completely reimagined content marketing. Due to its creativity, amazing engagement, and various layers, it is probably the most significant development in social media since Facebook in terms of community development with a strong cultural impact
Part 2: Building Community as the Future of Marketing
Episode Summary:
In Part 2 of this episode, Mark Schaefer, Executive Director and Keynote Speaker at Schaefer Marketing Solutions, joins us to discuss how brands can leverage changing trends in social media marketing as a result of disruptive innovations such as TikTok marketing, the metaverse, and cryptocurrencies, which is leading to more community-based marketing.
Key Highlights:
1:13 – 5:10 – The Metaverse and Community-Based Marketing – Brands can use the growing interest in the metaverse to create a community that allows people to feel like they belong in this disruptive technological invention
5:30 – 10:50 – Embracing the Change by Experimenting – Everyone is still fumbling around with the metaverse, cryptocurrencies, and creating communities around brands. As marketers, your best bet to finding the marketing play is to embrace the change and keep experimenting with it, then share your findings with your communities
11:20 – 12:00 – Community Management is the Future of Marketing – People want something new, different, and most importantly they want to connect. Brands and companies have the opportunity to take on the role of providing those communities by building them
12:00 – 12:30 – Pieces of Advice for New Brands – Community begins with trust, which begins with a personal brand. As a result, community invariably begins with a personal brand, which in turn begins with influence through consistent content creation
