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Mike Sweeney

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Top Stories by Mike Sweeney

On maybe a half dozen occasions this year, I’ve had the opportunity to sit in a conference room full of people whose enthusiasm for content marketing is at an all-time high. Having just been exposed to their company’s first content marketing plan, the Kool-Aid flows, and everyone drinks it copiously. While this is always a time for positive, hopeful thinking, I often wonder if we make it clear enough that a content marketing transformation is not easy. As the company moves from planning to execution, and again as it moves from initial execution to ongoing execution, the bumps in the road are plentiful. For those who want to put down the Kool-Aid for a moment, here are a few of the bumps you should be prepared for. It’s going to cost more than you think. The planning fallacy tells us that not only will organizations underestimate the time required to complete a task or... (more)

You Don't Need a Social Media Superhero

"I hear you guys are the social media gurus in this area. Can you help us blow out our efforts on LinkedIn, Twitter and Facebook?" These were seemingly innocent words from a prospective client, spoken just last week. As we dug a bit deeper, the red flags started flying. He wants help with social media only, and wants to address only those three properties. He doesn't want us to worry about how the website, blog, search, email or other areas might impact social media. He is concerned about tracking the effort, but his tracking and measurement will focus on volume of followers, f... (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)

Run If You Hear These Five SEO Marketing Statements

SEO Journal on Ulitzer In Tuesday’s 5 Marketing Misconceptions That Need to Change post, Will covered some of the misguided statements we hear from clients.  If I only had a nickel for every time we hear those types of statements…. In the spirit of fairness, I am determined to defend the marketers who make these types of statements.  Here’s what Will left out - often times these misguided comments originate from an agency, consultant or service provider that the company has put its trust in.  So let’s look for some warning signs.  If you hear your agency, consultant or service p... (more)

B2B Lead Generation Tip #2: Build a Strong Roster of Stakeholders

In last week’s post, we discussed the first step in the creation and execution of a lead generation program: establishing the right mindset.  This week, we’ll cover an equally important step: building your roster of stakeholders in the lead generation program. Unfortunately, it’s far too common that this step looks a lot like the following within small or mid-sized organizations: [VP Marketing and CEO/CFO are wrapping up a marketing/budget meeting] CEO: OK.  Things seem to be stabilizing.  You guys should have an additional 50k to spend on lead generation next quarter. VP Marketi... (more)