The Marketing Book Podcast

The Age of Influence: The Power of Influencers to Elevate Your Brand by Neal Schaffer If today’s brands want to succeed, they have to be in the conversation, and influencers make that happen. The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective and sustainable influencer marketing plan. We are in the midst of an unprecedented digital transformation and tapping into this change is vital to any brand in today’s climate. Social media has democratized authority and influence, and information is created and consumed in ways that are constantly evolving. In The Age of Influence, Neal Schaffer, an internationally recognized social media marketing expert, explains how that shift plays a significant role in online marketing in the Influencer Era. Influencer marketing is about establishing relationships, turning fans into influencers, and leveraging that influence to share your message in a more credible and authentic way. This is a handbook for anyone who wants to successfully spread a message in the age of social media. Schaffer teaches entrepreneurs, marketing executives, and cutting-edge agencies how to: Identify, approach, and engage the right influencers for their brand or product. Determine what resources to put behind influencer campaigns. Manage the business side of influencer marketing, including tools that will help measure ROI. Develop their brand’s social media voice to become an influencer in its own right. This book is the definitive guide to addressing the issues disrupting marketing trends, including declining television viewership, growing social media audiences, and increasing usage of ad-blocking technology. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/age-influence-neal-schaffer

Myths of Social Media: Dismiss the Misconceptions and Use Social Media Effectively in Business by Michelle Carvill and Ian MacRae Everyone knows that social media is free, millennials are all adept social media experts, that businesses always have to be available 24/7 and ultimately none of it really matters, as the digital space is full of fake news and online messaging is seen as inauthentic. Don't they? The use of social media as a business tool is dominated by falsehoods, fictions, and fabrications. In Myths of Social Media, digital consultant Michelle Carvill and workplace psychologist Ian MacRae dismiss many of the most keenly-held misconceptions and instead, present the reality of social media best practice. Using helpful and instructive, sometimes entertaining, and occasionally eye-watering examples of what you should and should not do, Myths of Social Media debunks the most commonly held myths and shows you how to use social media effectively for work and at work. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/myths-social-media-michelle-carvill  

Brand Bewitchery: How to Wield the Story Cycle System to Craft Spellbinding Stories for Your Brand by Park Howell Brand Bewitchery is for leaders of purpose-driven brands who seek a proven system to clarify their brand story, amplify their impact, and simplify their life. The book guides readers through the Story Cycle System™ to craft their overarching brand narrative, a process that has grown business by as much as 600 percent. But how you tell your story is critical to success. Brand Bewitchery also includes two dynamic story structures. Readers will learn the And, But & Therefore foundational narrative framework to focus all of their messaging for more compelling communications. Plus, they will apply the Five Primal Elements of a short story to create a big impact. Brand Bewitchery features 12 precise story quests: individual and team-building exercises that help the brand creator find, craft, and tell true stories that sell. These real-life stories not only support their new brand narrative crafted within these pages but ensure their content hacks through the noise to hook the hearts of their customers. When finished with this guide book, readers will have revealed their most powerful stories for their personal brand to grow their influence and their business brand to generate a measurable increase in sales while increasing the productivity of their people and enhancing lives in the communities they serve. The storytelling structures in Brand Bewitchery, tested over more than a decade through hundreds of businesses and the thousands of people, simply help leaders excel through the stories they tell. Click here for this episode's website page with links mentioned in the interview... https://www.salesartillery.com/marketing-book-podcast/brand-bewitchery-park-howell

"People Powered: How Communities Can Supercharge Your Business, Brand, and Teams" by Jono Bacon Harness the power of communities, both inside and outside of your organization, to drive value and revenue, activate your employees’ and customers’ talents, and create a highly engaged, loyal customer base. What if you discovered a blueprint that could grow your brand’s reputation and loyalty, dramatically reduce customer service issues, produce content and technology, and cement a powerful, lasting relationship between you and your customers? Communities have been a popular topic since the rise of the Internet and social media, but few companies have consistently harnessed their power, driven tangible value, and effectively measured their return on investment (ROI) like: Salesforce.com has seen tremendous results with their community network of over 2 million members advocating for, supporting, and integrating Salesforce.com products Star Citizen used Kickstarter to raise over $150 million to build its new video game and a community of over 2 million players. Red Hat collaborated with their community to build industry-leading technology, which led to a $34 billion acquisition by IBM Companies such as PayPal, Facebook, Bosch, Microsoft, CapitalOne, and Google, have also built communities inside their organizations, which have fostered innovation, broken down silos, and helped their organizations to operate more efficiently and collaboratively. People Powered helps C-suite leaders, founders, marketers, customer advocates, and community leaders gain a competitive advantage by answering the following questions: What is the key value proposition of building a community? What kind of community do we need and how do we build and integrate it into our organization? How do we incentivize and encourage people to get involved, build reliable growth, and keep community members engaged? How do we develop authentic, productive relationships with community members both online and in-person? How do we get departmental buy-in, hire effectively, and create consistent, reliable community engagement skills in our organization? What are the strategic and tactical pitfalls and roadblocks we need to avoid? How do we make sure that our community continues to grow with us—and more importantly, how do we make sure that we continue to grow with them? People Powered pulls together over 20 years of pragmatic experience into a clear, simple methodology and blueprint to not just answer these questions, but deliver results. It also includes contributions from industry leaders including Joseph Gordon-Levitt (Emmy-award winning actor), Peter H. Diamandis (Founder of XPRIZE, Singularity University), Jim Zemlin (Executive Director, The Linux Foundation), Mike Shinoda (Co-Founder, Linkin Park), Jim Whitehurst (CEO, Red Hat), and more. Don’t get left behind—become an industry trailblazer and ensure your company’s longevity by tapping into the most dynamic force both outside and inside your organization: the people. Click here for this episode's website page with links... https://www.salesartillery.com/marketing-book-podcast/people-powered-jono-bacon

"Content DNA: Using Consistency and Congruence to Be the Same Shape Everywhere" by John Espirian How can we compete in today's fast-moving market? There are more platforms, more users, and more content than ever before. How do we stand out? What can we do to make ourselves noticed, remembered, and preferred?  Content DNA provides the answers. By focusing on two key elements – consistency and congruence – you'll learn how to define a recognizable "shape" for your business. You'll discover the building blocks of your brand and get clarity on expressing your value through a short, memorable tagline. Finally, you'll understand how to create content that builds authority and establishes trust, based on the author's 10+ years of experience as an independent business writer and consultant. Click here for the episode website page with links... https://www.salesartillery.com/marketing-book-podcast/content-dna-john-espirian

"Advertising for Skeptics" by Bob Hoffman A bounty of heretical, unpopular, and aberrant thoughts about the ad industry. Bob Hoffman, author of Amazon #1 sellers “BadMen” and “Laughing@Advertising” looks at advertising’s “decade of delusion” and comes away a skeptic. What went wrong? Just about everything. Click here for episode website page with links... https://www.salesartillery.com/marketing-book-podcast/advertising-skeptics-bob-hoffman

"Content Marketing for PR: How to Build Brand Visibility, Influence, and Trust in Today’s Social Age" by Trevor Young Are you struggling to cut through the noise and convey your message to the marketplace? We live in a fast-paced, digital-first world cluttered with brands and individuals telling the world how great they are. It’s no wonder consumers are so cynical and distrustful. They resent being interrupted with meaningless ads, pitches, and promotional messages. They simply don’t care about you or your business—because you haven’t given them a reason to. Meanwhile, marketers and PR pros are beginning to accept that many of the methods they’ve been using to reach potential customers and influencers simply don’t work anymore. Bottom line: Standing out, getting noticed, and resonating in the marketplace is a growing challenge for businesses and organizations, large and small. Trust and reputation have never been more important in business. Learn how to harness the power of both public relations and content marketing to build recognition, influence, and credibility for your business, organization, or personal brand. In this book, veteran public relations practitioner and marketing speaker Trevor Young—aka “The PR Warrior”—shows you how to strategically use content marketing for PR to: Humanize your company or organization Deepen the connection your brand has with consumers Grow your influence within the industry you operate Build familiarity and trust in the marketplace Connect with the people who influence your clients and customers Increase new business leads and sales Reduce the customer’s buying cycle Make paid-for advertising work harder Written for entrepreneurs, change agents, business leaders, marketers and PR practitioners, Content Marketing for PR is your essential guide to building a visible brand that’s recognized, respected, and relevant in today’s noisy social world. Click here for episode website page with links... https://www.salesartillery.com/marketing-book-podcast/trevor-young-content-marketing-pr

Author Ann Handley returns to The Marketing Book Podcast for a special episode of "Authors in Quarantine Getting Cocktails." Previously on The Marketing Book Podcast to discuss her Wall Street Journal bestseller, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, Ann Handley joins the (hopefully) limited time series, Authors in Quarantine Getting Cocktails to talk about being quarantined in her tiny house, her dogs, her children, the power of email newsletters, how not traveling has allowed her to do a lot of thinking, reading and jigsaw puzzles, and much more!  Cheers! Click here for episode website page and links... https://www.salesartillery.com/authors-quarantine-cocktails/ann-handley

Author Gini Dietrich returns to The Marketing Book Podcast for a special episode of "Authors in Quarantine Getting Cocktails." Previously on The Marketing Book Podcast to discuss her book, Spin Sucks: Communication and Reputation Management in the Digital Age, Gini Dietrich joins the (hopefully) limited time series, Authors in Quarantine Getting Cocktails to talk about being quarantined in Chicago, 100+ days in isolation with her husband and 7-year-old daughter, the outdated perception of public relations, the PESO model, and much more! Cheers! Click here for episode website page and links... https://www.salesartillery.com/authors-quarantine-cocktails/gini-dietrich

Author Rebecca Geier returns to The Marketing Book Podcast for a special episode of "Authors in Quarantine Getting Cocktails." Previously on The Marketing Book Podcast to discuss her book, Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences, Rebecca Geier joins the (hopefully) limited time series, Authors in Quarantine Getting Cocktails to talk about being quarantined in Austin, Texas, life after the agency world, writing a content marketing textbook, her love of Bacardi, her new marketing job, and much more!  Cheers! Click here for show notes and links... https://www.salesartillery.com/authors-quarantine-cocktails/rebecca-geier