Jay Acunzo, a content strategist and host of How Stories Happen, joins Mark Schaefer to tackle the intricacies of modern content creation. They discuss the delicate balance between optimizing for algorithms and building authentic connections with audiences. Personal anecdotes reveal how meaningful content beats superficial metrics in building relationships. They also introduce the unsolicited response rate as a new engagement metric, shifting focus from corporate marketing to the entrepreneurial journey and emphasizing authenticity and revenue generation.
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insights INSIGHT
War for Attention in Content
Content marketing faces a war for attention rather than being merely a creative exercise.
Success requires balancing serving algorithms with genuinely connecting to customers.
volunteer_activism ADVICE
Accept Content Trade-offs
Know the trade-offs you make when creating content and accept them consciously.
Decide whether you prioritize control or certainty in your creative choices and career.
insights INSIGHT
Google Values Originality Over Keywords
Google prioritizes originality and content that sets industry standards rather than keyword stuffing.
The evolving search landscape favors content that earns authority over merely gaming algorithms.
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In 'KNOWN,' Mark Schaefer offers a practical guide to personal branding in the digital age. The book emphasizes the importance of authenticity and building a unique identity to gain visibility. It provides actionable steps for creating a strong online presence, leveraging social media, and developing valuable content. Schaefer challenges readers to think differently about their brand and how they can connect with their target audience. The book's insights help individuals and businesses to become known and trusted in their respective fields.
Break the Wheel
Jay Acunzo
Belonging to the Brand
None
Mark Schaefer
Belonging to the Brand explores the power of brand communities and how companies can leverage them for growth and innovation.
Marketing Rebellion
Mark Schaefer
Marketing Rebellion by Mark W. Schaefer challenges traditional marketing strategies and offers insights into how businesses can adapt to connect with modern consumers. It emphasizes the importance of building genuine, human connections in a digital age and explores the power shift from companies to consumers. The book provides actionable steps for businesses to focus on customer experiences and advocacy.
Are you creating content to build an audience, build a brand, or win the SEO sweepstakes? How does content really work in the world today? It's complicated, but Mark Schaefer and Jay Acunzo have a meeting of the minds in this fast-paced and provocative show. Mark Schaefer is a strategy consultant, college educator, keynote speaker, and the author of 10 books including "KNOWN," “Belonging to the Brand,” and "Marketing Rebellion." His annual marketing retreat is The Uprising. For more of Mark’s insights every week, subcribe to his award-winning blog. Mark also offers classes in personal branding and professional speaking Jay Acunzo consults experts and entrepreneurs to differentiate their messages and content. He hosts the podcast How Stories Happen, where guests dissect signature stories piece by piece, and runs the Creator Kitchen, where experts learn to become stronger storytellers. Learn more at jayacunzo.com
The Marketing Companion 
