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Mike Sweeney

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Top Stories by Mike Sweeney

Ask any growth-minded entrepreneur, and he will tell you that people are the lifeblood of his business. Dig a little deeper, and that same entrepreneur will tell you that hiring, retaining, and motivating great people is one of the most difficult — and at the same time, most rewarding — facets of growing a business. So why is it, then, that all the buzz surrounding content marketing seems to focus on business-to-business lead generation and customer acquisition programs but doesn’t ever seem to extend to using that same content marketing know-how to recruit the best candidates? In marketing, we talk a lot about the B2B buying funnel and stages like awareness and interest, consideration and intent, and evaluation and purchase. If done correctly, a smart marketer will match the appropriate content with the right stage of the buying cycle and the right target. How abo... (more)

Content Marketing Without a Plan: Marketer Beware

“Can’t we just plan as we go?” “Why do we need a plan? I can give you some ideas right now.” “Is a plan really going to help?” No. Whatever. Yes. In that order. I hear a lot of objections to doing content marketing planning the right way, and these represent a few of the most common. The fear of planning, or what I call planophobia, is fairly common. It’s closely linked with commitmentphobia, or the fear of losing options. For a moment, though, forget about why certain people or organizations are scared of making concrete plans, and let’s focus on what’s likely to happen in the a... (more)

Right Source Turns Five: Past, Present, and Remarkable Future

Show, don’t tell. Educate, don’t sell. Write for your audience, not for your ego. And by all means, don’t talk about yourself too much. Today, I get to break the rules. After all, it’s Right Source Marketing’s fifth birthday. I asked for a laser tag party. Rejected by Yvonne – too much hand-eye coordination, not enough beer. I inquired if we could head to Vegas to “make it rain.” Too expensive, according to Michael. Finally, I came to my senses, and asked if we could head down to spring training to take in Derek Jeter’s last appearance in Tampa. But Will said we had too much work... (more)

Social Media and Search - One Good Turn Deserves Another

Web 2.0 Journal Whenever a conversation starts around the topic of social media, inevitably I find a number of people that immediately question the value and want to see some ROI numbers before getting involved. We’ve talked about both sides of this discussion before in many posts, most notably Businesses: Stay Away From Social Media If You Meet The Following Criteria and Social Media: Justify Your Love With the Right ROI Approach. Just today I came across this research in B to B magazine, which seems to once again prove some value to social media activity, particular as it re... (more)

Professional Services Firms: Me Too is not a Marketing Strategy

About six months ago, I was invited to meet with a top 10 Washington D.C. law firm to discuss helping the firm address its social media and search engine marketing strategy. I was very excited about the meeting. In my mind, since this law firm was comprised of sophisticated, well-educated and talented people, we’d likely be able to uncover some unique marketing opportunities. We talked search engine marketing. The firm had never addressed it formally. We talked social media. This area had not been addressed either. We talked website. Built 5 years ago, and the four folks in this ... (more)