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Mike Sweeney

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Top Stories by Mike Sweeney

“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 absence of a content marketing plan. Your editorial calendar will fall apart within 30 days Sure, everyone is ALL fired up when you begin this content marketing “thing.” Your marketing manager is going to write, your customer service person is going to write … heck, even your controller has vol... (more)

Jumpstart Your 2014 B2B Marketing Plan with 5 Critical Questions

I love strategic planning. That might make me one of the crazy ones, but when done with the right people, strategic planning can be revealing, inspiring, and dare I say it – fun. In most companies, however, it’s not done often enough, thoroughly enough, or with enough focus on particular issues or decisions. In those cases, the process will fall flat, people will stop trusting the process, and the outcomes will be difficult to measure. We’re in the midst of different types of strategic marketing planning – both formal and informal – for some of our clients and for Right Source ... (more)

Building a Content Marketing Budget: 5 Tips

How much should I budget for content marketing? When some companies answer that question, it looks something like this. “We spent $40K on the website and $15K on that new marketing automation software. We pay that SEO freelancer guy, I think his name is Chuck, like $2K a month. The PR firm gets $5K a month. Last year, we did that video … what was that, like $8K? (I still can’t believe that thing didn’t go viral.) Oh yeah, those LinkedIn ads — I think they were $10K. Have we cancelled those yet? Oh, and then there was that consultant guy, the dude from Digital Heroes, or was it Di... (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)

Want to Succeed In Social Media?

Recently, I've seen a lot of studies about the lack of success of small businesses in social media. In one eMarketer article alone they reference not one but two of them: Small businesses are not hitting it off with social media, according to an August 2009 study from Citibank.  More than three-quarters of US small-business executives surveyed did not find social networks helpful for generating leads or expanding their business. According to an online survey by Internet2Go and MerchantCircle, 45% of small-business owners use Facebook to promote their business, and 46% have a Tw... (more)