Don't Outsource. Don't Insource. Right Source.

Mike Sweeney

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Top Stories by Mike Sweeney

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 volume of followers, friends and connections. Ummmm…no thanks. He wants a Social Media Superhero. The superhero he wants doesn’t possess super human powers and is not dedicated to protecting the public. The superhero he is after is the type that can make his company look “hip” and “in the kno... (more)

Don’t Just Create a Blog, Nurture It

So you’ve gone ahead and set up a blog for your company.  Or maybe you are just starting to think about it but aren’t sure what to do – or whether you should even have a blog.  No matter which of these camps you fall into, it’s critical to your success that you don’t just create a blog, you nurture it.  While an exhaustive list here could be a few hundred tactical points, these are the big keys that will help you to be more successful with your blog: 1). Start with a Strategy This sounds incredibly obvious but amazingly isn’t usually the case.  Most blogs fall down because ther... (more)

This Is Why You Pay Your Marketing Leadership the Big Bucks

We live in a business world, and in particular a marketing world, that is dominated by what lots of people call “solutions”.  Software solutions.  Automation solutions.  Content management solutions.  Social media solutions.  You name it, and someone, somewhere is peddling the latest solution to fill the needs of the enterprise space, the small business space, the startup space, or perhaps the going out of business soon space. Can you tell I am not a big fan of the word solutions? Marketing has not become any easier over the last 15 years.  That’s right.  I’d argue that marketing... (more)

How to Build an Effective Content Marketing Plan

According to the 2014 B2B Content Marketing Benchmarks, Budgets and Trends report, content marketing is on the rise, with 93 percent of marketers using content marketing, compared to 91 percent last year. For most, this is not all that surprising. Also not surprising: 42 percent of B2B marketers consider themselves effective at content marketing, up from 36 percent last year. Here’s where things get interesting: Of the marketers who consider themselves ineffective at content marketing, 84 percent have no documented content marketing strategy. All of this explains why, this marke... (more)

Who Are You? The 5 Key Components of a Core Messaging Document

With apologies to rock icons The Who – and I suppose the CSI TV franchise as well – this is one of the biggest challenges many companies face.  If you think about it, I’m sure that you see this all the time too. Whether it’s an elevator pitch at a networking event that leaves you wondering what it is that this person does or a disjointed marketing effort that just doesn’t hit the right chords – a lot of people out there have a messaging problem. When working with a client, one of the very first places we start is to take a look at their messaging — It’s critical that their messa... (more)