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Born to Blog: Author Mark Schaefer Talks to Marketing Smarts [Podcast]

Hosted By:
Kerry O'Shea Gorgone
Wednesday, July 10, 2013
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Mark W. Schaefer has written three books, including best-sellers Return on Influence and The Tao of TwitterHe is also the executive director of Schaefer Marketing Solutions and the organizer of Social Slam, an annual social media conference. His marketing blog, {grow}, has won numerous international awards, and it was named one of Advertising Age's Power 150, which ranks the top 150 English-language marketing blogs in the world.

I invited Mark to Marketing Smarts to discuss his recent book, co-authored with Stanford A. Smith, Born to Blog.

Here are just a few highlights from our conversation.

Blogging is imperative now that consumers live on the social Web, but many companies are still getting it wrong (6:15): "The biggest challenge I see for the enterprise-level blog is that companies have been conditioned for decades to advertise, and that's what they've been rewarded for, and that's so easy: You give money to an advertising agency, then you step back and wait for something to happen. That is not the way the social web works....And yet what we're trying to do is force what we're comfortable with—which is broadcasting and advertising—into this new channel, and it's not going to work...[Companies need] to find that humanness, that authenticity, that voice...or [they're] not going to connect."

Effective blogging can help small businesses to outshine larger companies (5:46): "I think small businesses have an advantage over big businesses in this space because the key players in the company are likely to be closer to the customers. Their personalities are more likely to be on the front lines, and I see this often being removed in big companies. The people that own the strategy and the budget might be three layers away from the people doing the work, and they don't really understand this opportunity to be authentic, and to be human, and to be helpful."

A good headline is your ticket to your audience (10:26) "The most important part of the blog post is not what you've written, it's the headline, because people scan. You do not have a captive audience like you do in a newspaper or a magazine, or in your company. You have to earn the right for people to read that, and that starts with the headline."

Influence plays an increasingly important role in marketing (16:31) "To keep [your] readers, is increasingly difficult. It's increasingly challenging. I've got to be better, better, better, better. We all do, and that isn't easy and that isn't necessarily cheap. Now, here's another option. If we have a limited pipeline, why not occasionally borrow someone else's pipeline? If there's an influencer in your market, in your industry, and you can create a relationship with that person and get your message through and use his or her pipeline, it's maybe a more effective pipeline than your own. Why not do that? I think influence marketing is an extraordinarily important trend for businesses to understand, and blogging is part of that."

My conversation with Mark included much more. I encourage you to listen to the entire show, which you may do above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode!

Marketing Smarts is brought to you by the MarketingProfs B2B Forum, taking place October 9-11 in Boston, Massachusetts. The 7th Annual B2B Marketing Forum is the premier event for B2B marketers worldwide. This two-day event is packed with 42 sessions, 4 keynotes, tons of networking opportunities, a lot of fun, and more B2B business smarts than you'll find anywhere else this year. Marketing's full of choices. Choose B2B.

BONUS: Use code "SMART" to get $100 off registration at!

Music credit: Noam Weinstein.

This marketing podcast was created and published by MarketingProfs.

This episode features:

Mark Schaefer, best-selling author of Return on Influence, The Tao of Twitter, and his most recent book, Born to Blog, co-authored with Stanford A. Smith.

Kerry O'Shea Gorgone is a lawyer, podcaster, speaker, and writer. As Director of Product Strategy, Training, she oversees sale and distribution of MarketingProfs' premium training products. Kerry also hosts the weekly interview show, Marketing Smarts.

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  • by Gracious Store Wed Jul 10, 2013 via web

    I'm not sure i small business can use blogging to outshine the big companies. The big companies have much more resources including personnel than small businesses.

  • by Pamela Thu Jul 11, 2013 via web

    Thank you so much Mr. Mark Schaefer & Ms. Kerry O'Shea Gorgone,

    This was and I believe will continue to be a very informative podcast. It was only less than an half an hour that I was able to make a least an hour, lol. Only because I listened and paused to take notes for all the great information that I really appreciate from Mr. Schaefer and of course you Kerry for having such a powerful and knowledgeable guest. I must say when Mr. Schaefer stated that courage is most important, it made such an impact on why I have continued to do research in regards to starting my own blog, and have procrastinated about my start. I have been researching on how to begin what I so desperately have been wanted to do, but with the knowledge that I have learned this evening I am ready to start my journey and take hold of the influential marketing that I do believe is the key for beginners as myself. I am a recipient of Marketing Profs newsletters, and I look forward to them everyday. I admit all the information is not where I am in my business, but I always read to learn more. I truly enjoyed this podcast and I will continue to listen to more and without fear share them with others.

    I have learned so much, I am proud to say that I will begin my blogging very soon.

    Most appreciated

    Author Mark Schaefer

  • by Kerry O'Shea Gorgone Mon Jul 15, 2013 via web

    Thanks so much for your comments, Gracious Store and Pamela! Gracious, I'd say that you can use blogging to outshine the larger organizations inasmuch as you have a closer relationship with customers, and therefore a better sense of what content will be really helpful to them.

    Pamela, I'm so glad you found the podcast helpful! Mark is absolutely fantastic, and I'd encourage you to check out his books, if you haven't already, and his own podcast, The Essential Marketing Companion, which he co-hosts with Tom Webster, who's also incredibly knowledgeable and accomplished.

    Best wishes,

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