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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

New Media on Ulitzer “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 volu... (more)

Back to the Basics: Don’t Sleep on The Blogging

The Social Media Guide We talk a lot about social media on Marketing Trenches. And for good reason - Social media seems to be at least one item on the agenda for about 90% of the meetings we have these days. Everyone wants to run 100 miles an hour to do something on Facebook, LinkedIn and Twitter. I wrote about this previously in Want to Succeed In Social Media? It Sure Helps to Have a Strategy. A big part of any strategic plan is revisiting that plan - Making sure you are doing all the things you should, adjusting the pieces that aren't working and continuing to optimize the pie... (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)

A New Role for The Digital Age: Who’s Your Marketing General Contractor?

One of the most frustrating experiences for a marketer is seeing a great product or service that is marketed incorrectly.  In this case, “incorrectly” may mean choosing the wrong target audience, choosing the wrong methods to reach that target audience, building creative that doesn’t resonate with that target audience, or a host of other mishaps. Perhaps even more frustrating is watching a great product or service flop from a marketing standpoint not because of a weak marketing strategy, but rather due to the absence of a person or firm in the role of Marketing General Contract... (more)