The world is moving at the speed of Nvidia these days, and no career is being disrupted more than marketing.

I host a community called RISE that’s dedicated to the future of marketing. What’s coming next and how does this impact us? I thought it would be interesting to ask some people in the community about their biggest marketing lessons from 2024. Some of these are personal, some of them are enlightening, but all the lessons are worth your time today …

Sarah Stahl, ROI Driven Marketing Executive at Sarahstahl.com

Sarah Stahl

This year reminded me that marketing holds the power to make or break businesses, often in ways we underestimate. I watched the startup I work with navigate every business phase—highs, lows, and everything in between. The lifeline that kept cash rolling in? Instagram.

When we surveyed guests, nine out of 10 said they discovered us on Instagram—not through third-party booking apps like Airbnb, which most vacation rentals rely on. By the end of the year, 87% of our bookings were direct, driven by consistent Instagram growth powered by strategic influencer partnerships.

No viral stunts. No massive budgets. Just clear, focused marketing that turned Instagram into a revenue machine. This simple yet powerful strategy helped a startup reach breakeven within its first year. I’ve always believed in the craft of marketing, but 2024 showed me its unparalleled ability to save a business—or sink it.

Mike Carr, Cofounder of NameStormers & Autism Labs

AI is forcing us to be more human. As LLMs and agents emerge that can mimic how we talk and even how we look, authentic and raw content that reveals our feelings and emotion behind what we say will never be more important.

Polished, scripted, and overly-rehearsed podcasts & even keynotes will give way to communications that are more real, vulnerable, and reflective of who we are as flawed human beings. The sign of a true professional will be a combination of invaluable insights presented with unquestionable passion.

Brian Piper, Director of Content Strategy and Assessment, University of Rochester

Integrating AI into your marketing workflow is not a technology project. It’s a change management project.

Many companies and brands must clean up their data and content significantly before AI integration into their marketing or content workflows is successful.

Roxana Hurducas, Brand Strategy Advisor

2024 taught me an uncomfortable truth: Hate is the most efficient fuel in marketing, and the most powerful buying argument.

Roxana Hurducas

This revelation came from the presidential elections in my nation of Romania, where a candidate turned an electoral campaign into a marketing campaign. There were no substantial policy proposals, no detailed plans to address the challenges the country is facing. Instead, his campaign was pure marketing, built entirely on one central message: hate. Hate the system, hate the establishment, hate the political class. And it worked.

In marketing terms, he identified the pain point (a broken system) and offered a solution (himself as the alternative). The messaging was emotional, not rational. And as we know, people don’t buy products, services, or even candidates. They buy feelings, and hate is a feeling that unites people more strongly than almost anything else.

The fact that we long to belong, as Mark Schaefer has pointed out, is painfully relevant here. Georgescu’s campaign didn’t just sell hate; it sold a sense of belonging. They weren’t just voting; they were joining a movement. The against-the-system movement. This is the same dynamic that powers communities – only here, it was used as a weapon for political gain.

But this lesson applies far beyond elections. Hate and Belonging are two of the most powerful forces in human behavior, and marketers know this.

So, do we accept that hate sells and lean into it? Or do we, as marketers, take responsibility for the narratives we create and the emotions we amplify?

For me, the answer lies in ethics. Yes, hate is efficient. Yes, it works. But at what cost? The lesson of 2024 is as much a warning as it is a revelation: the fuels we choose to power our messages can burn more than we intend. And sometimes, what they destroy is trust, unity, and hope.

Tyler Stambaugh, Co-Founder of MAGNETIQ

Digital experiences are heavily undervalued as a way to differentiate and create a competitive advantage.

Iris van Ooyen, Life Navigation Mentor, Founder of Bright Eyes

Genuine enthusiasm sells— and that ripples through best in live interactions. This summer I crafted a new mastermind and I was so thrilled about the concept that when I spoke to a former client about it, he signed up on the spot. AND offered to share it with two peers (one registered as well). This would not have happened through an email exchange. I learned that your personal energy and enthusiasm are crucial and most effective live and one-on-one.

Aaron Hassen, Chief Marketer at AH Marketing and host of Business with Humans YouTube series

B2C channels are also B2B channels.

Aaron Hassen

Earlier this year, I was developing a campaign for a B2B client, pulling a prospect list from their CRM, when I noticed the data was woefully inadequate: company emails, company phone numbers and office locations. Not very useful. See, I had interviewed scores of their best customers, and when asked where they went to find solutions like theirs, the answer wasn’t corporate newsletters, cold calls or trade magazines, it was a trusted colleague, podcast and social media.

The sources of B2B influence have shifted. Forrester predicts that more than 50% of B2B buyers, particularly younger ones, will rely on social media and their value network to help make purchase decisions in 2025. And according to LinkedIn, social media was a top source of B2B marketing investment (75% of companies) in 2024. The fastest growing B2B channel? Streaming television! 55% of B2B marketers said they plan to increase investment there in the coming year.

It’s clear that in today’s work-from-home environments, B2B professionals are consuming information like B2C consumers: from their laptops, iPads, smart watches, smartphones, smart home devices and smart TVs. Reaching busy professionals in their everyday lives and getting them talking about our brand is difficult. This is why we must move past traditional B2B channels toward consumer channels that better connect us with our customers.

Emiliano Reisfeld, Marketing Manager

In 2024, marketing evolved toward more agile and compact funnels, where investment in conversion is key to empowering consumers who demand instant personalization.

An example: From Zero to Millions: TikTok Shop’s GMV Journey

Trona Freeman, Social Media and SEO Specialist for small businesses

Trona Freeman

More people are looking for alternatives to the Meta platforms for their small business marketing.

People are increasingly finding these platforms difficult for a host of reasons. 2024 has also been a very challenging year socio-culturally, and people want to have an escape online, and that place is moving toward Pinterest. Pinterest is people’s happy space, a place to go to escape the noise of the internet and the world at large.

Research shows that Gen Z is the fastest-growing audience on Pinterest, making up 42% of its global user base. And they’re searching and saving more than other generations.

Lush discovered this a few years ago when they moved from the Meta platforms and now use Pinterest as a key platform online as a positive way to promote and connect with their audience. Context matters, so make sure you are meeting your customers in a place that resonates with them. That could be Pinterest or smaller, more intimate spaces like Discord.

Joeri Billast, Host of the Web3 CMO Stories podcast

In 2024, I discovered that authenticity, consistency, and patience are the keys to building a personal brand that resonates globally.

In Belgium, I’m seen as a peer. At conferences in Toronto, Barcelona, and Lisbon, I received incredible feedback about my podcast. And in Cairo, I felt like a hero after my keynote (I killed it!). People lined up for selfies, connected with me on LinkedIn, and two days later, my AI workshop sold out, so much so that it was moved to a larger room in another hotel.

The surprising part? Context matters, but consistency and authenticity build relationships that transcend borders. People don’t connect with perfection—they connect with real stories and genuine engagement. The takeaway: Keep showing up, even when it feels like no one’s watching … because they are!

Zack Seipert, Marketing and Communications Specialist

This year, I (re)learned that relevance is the cornerstone of modern marketing success. Whether it’s crafting a social media post or developing a full campaign, the key is understanding what truly resonates with your audience in the moment. Even the most creative content will fall flat if it doesn’t align with your audience’s current needs, values, or environment. Staying tuned in to the pulse of culture and pivoting when necessary can make all the difference in creating content that truly connects and moves.

Bruce Scheer, Co-Founder of ValuePros.io

My lesson was the power of a consistent online presence.

Being part of the RISE community transformed my perspective on digital engagement. Mark Schaefer’s Personal Branding Masterclass provided the foundation. The real magic happened when I finally conquered my imposter syndrome and committed to regular online participation.

Bruce Scheer

My journey began with a simple decision: show up consistently. This meant producing weekly content and engaging daily, particularly on LinkedIn. I had Mark and others in the RISE community as role models to follow. The initial hesitation gave way to a natural rhythm of authentic interactions.

I next launched the “ValuePros Show” across YouTube and podcast platforms, which became a gateway to extraordinary conversations. Each guest brought unique insights, making 2024 a year of remarkable learning and growth. Finally, I set up a weekly newsletter that already has 1,500 subscribers and is growing.

This has been a year of deeper professional relationships, expanded business opportunities, and enhanced visibility for our tech-forward consulting firm.

Consistency truly reigns supreme in marketing. By maintaining a steady presence and authentic engagement, what started as a personal branding challenge evolved into a powerful business strategy.

Julie Van Ameyde, Founder of Simply Social Media

When a long-time client sold their business, my routine was turned upside-down. While I continued working with the new ownership, the transition highlighted the need for adaptability and resilience to navigate unexpected changes. Marketing success isn’t just about being prepared for technological change. It means you have to be resilient enough to be ready for anything. 

Rob LeLacheur, Owner of Road 55 in Edmonton, Canada

Traditionally, my team has produced Triple A, polished video content and we’re proud of that. But we learned in 20204 that there is a large space for low fidelity (Lo Fi) content, and in many cases, that content performs much better than Hi Fi.

Lo-Fi reduces the barrier to entry by creating a feeling that you’re not being sold to. The content is more real and people are willing to give it a chance. An example of Lo Fi that works well is an imperfect,
behind-the-scenes blooper reel.

Hi Fi is most appropriate for situations where the consumer is already engaged, like a website or presentation.

Valentina Escobar-Gonzalez, Co-Author of The Most Amazing Marketing Book Ever

People crave being back at live, in-person events. I just attended a conference that was sold out, and that hasn’t happened since before COVID. There is an unmissable magic that happens when people gather together. When in doubt, make it in-person and make it awesome!

Martin O’Leary, Creator of “Uncharted” Newsletter

Taste is the new superpower.

Martin O’Leary

Remember endless Slack messages and three-week waits for a simple video edit? Those days are dead. But this isn’t just another AI story. The real shock isn’t that AI can help make content – it’s that it’s forcing marketers to become master craftsmen.

Think about it: when everyone can create anything, the differentiator isn’t access to tools. It’s taste.

Pre-2024: Marketing meant being a professional coordinator. You managed designers, video editors, and endless Figma feedback loops. Your job was orchestration. Post-2024: Marketing means being a filmmaker, designer, and writer rolled into one. One person with Claude, Getimg.ai, Runway.ai, and CapCut isn’t just replacing a team – they’re rewriting the rules of what makes marketing great.

The winners aren’t the tech-savvy marketers. They’re the ones studying Kubrick’s camera angles, dissecting Nike’s brand guidelines, and obsessing over typography. Because when AI democratizes creation, deep craft to write better prompts becomes the moat. Just like the iPhone killed Blackberry by making computing personal, full-stack marketers are killing the assembly line approach to creativity.

Sharon Joseph, VP Marketing

“Advertisements suck, I don’t care, Please Make It Stop.”

That quote from my eight-year-old, mocking the streaming ads, hit a nerve. Growing up, I loved ads—their creativity, humor, and storytelling inspired me to pursue a career in advertising.

Over two decades, I’ve seen the industry evolve, from a passion-driven art form to a relentless stream of noise. Now, as a VP of Marketing, I market to the very people creating the ads that my child—and frankly, most of us—find unbearable.

It was the first week of 2024 when two campaigns stood out: Calvin Klein’s Jeremy Allen White spot and Brlo Brewery’s parody. They reminded me that authenticity and storytelling can still resonate. But most ads in the past year? Forgettable.

As marketers, we must rethink our approach. People crave connection, not interruption. If we can’t offer something meaningful, maybe we shouldn’t offer anything at all. Because in a world tuning out, it’s not about shouting louder—it’s about creating with purpose.

Mark Schaefer, blogger-in-chief

I learned so many lessons in 2024 but here are a few significant ones.

• The world is changing at an overwhelming pace, and I cannot remain relevant on my own. Being part of a supportive community is the only way to survive this onslaught.
• Every day is a new marketing day. What was true yesterday may not be true today. Be willing to let go to grow.
• Competence is a commodity. Competence is ignorable. If you are merely competent, you’re vulnerable.
• It’s easy to get caught up in the latest AI magic trick, but don’t lose sight of the fact that marketing is a people business. Work through the tech hype and stay focused on fundamentals.
• 99% of the people in the world have no clue what’s about to happen to their lives through AI.
• As the big tech companies race toward AI dominance, they are systematically and unabashedly breaking the law as part of their business strategy. 2024 was the year that “character” went out of fashion.
• In all of history, this is the most fun and interesting time to be in marketing!

Many thanks to my brilliant and generous community for adding their wisdom to this post today.

Need a keynote speaker about the future of marketing? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram

Illustration courtesy MidJourney

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About a year ago, singer Ed Sheeran partnered with Heinz on a new hot sauce. This is a great lesson literally pointing to the future of influencer marketing, and I kept forgetting to blog about it. But before I get to the dazzling marketing lesson from Ed Sheeran, let’s talk about the marketing problem with soap …

The new influencer landscape

I recently attended a meeting at a CPG company famous for its iconic soap products. They went through a big competitive analysis with profiles of all their traditional global competitors. At the end of the talk, I sheepishly raised my hand and suggested they had completely missed their biggest competitive threat. It isn’t P&G. It isn’t Unilever. It’s a 24-year-old TikTok star.

Influencer marketing has entered a new phase. The biggest stars’ celebrity power commands more loyal audiences than traditional TV networks. Mr Beast has more subscribers than Netflix.

These aren’t just kids shilling energy drinks. They are savvy entrepreneurs who are building their own mega-brands. Here are a few examples:

• Addison Rae – Item Beauty
• Emma Chamberlain – Chamberlain Coffee
• Charli and Dixie D’Amelio – Social Tourist (clothing line)
• Hyram Yarbro – Selfless by Hyram (skincare line)
• Blair Walnuts – Jewelry line
• Michelle Khare – MKfit (fitness app)

And, of course, there is Kylie Jenner, the world’s youngest self-made billionaire who sells her cosmetics in airport kiosks,

These young creators have something the big companies don’t—a credible, authentic voice and a loyal audience that visits them online daily to see what they’re selling next.

And that brings us to the marketing lesson from Ed Sheeran.

The beautiful ketchup move

Like the other influencers I mentioned, Ed Sheeran could have created his own line of hot sauces and a saucy empire. But why?

Partnering with Heinz made so much more sense. For one thing, Heinz actually makes stuff. They have contracts with suppliers, big factories, and an excellent distribution system built over a hundred years. So, with very little actual effort, Ed made his hot sauce dreams come true just by lending his charming face to the new brand. Win-Win.

And here’s the lesson for the mega-brands. Put your marketing ego aside. Go find yourself some beloved influencers and make them rich. They can out-market you, but you can out-manufacture them. It’s a match made in heaven.

Since the Ed Sheeran announcement, I’ve been waiting for a deluge of influencer-brand product launches, but there have been very few. I don’t get it. Influencers own your market, folks. Partner with them to disrupt your market before you’re the one being disrupted.

if you’d like to hear more about this subject, I discussed these ideas with my friend Amanda Russell. You won’t want to miss it!

Click here to enjoy Marketing Companion Episode 298

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Early in my career, I learned a powerful lesson on how to battle boredom that changed my professional life forever. I hope this story will inspire you too.

How to battle boring

I began my career in corporate communications and had the amazing opportunity to have my own little company magazine. I did everything – writing, editing, design, and photography.

This dates me (painfully), but at this time in my career, a photographer still had to worry about f-stops and film speed. Digital wasn’t a thing—not even close. So, I needed to learn the craft.

I signed up for a weekend class with a master photographer who specialized in the type of corporate photography that was part of my job. He assembled a class of ten students in adjoining suites in a Dallas hotel, and this is where I learned how to battle boring forever.

The first day of class covered the basics of composition and lighting. The second day pushed us to put these lessons into action. The class was divided into two and we were challenged to create photographs that would make the other team laugh, ask questions, or feel curious.

Using Polaroid cameras to create our art on the spot, we were instructed to only use what we could find in the hotel rooms for props. With no budget or outside resources, we depended on the team’s collective imagination to create something out of nothing.

The teacher pushed us. “Never be average or predictable,” he said. “Use the team to create something I’ve never seen before.” We moved, changed, twisted, challenged, and pushed our meager resources until we had singularly unique and bold photographs.

The team trials became progressively more difficult, and near the end of the last day, the teacher issued a final assignment – create a photo that would shock the other team. Until then, creating a funny or puzzling photo had been fun and relatively easy. But shocking? Now we really had to reach … and remember we were stuck in that boring hotel room.

The Shock Doctrine

We did our best and worked to create a photo that we thought was shocking. But then he looked at both teams, shook his head, and said, “You’re not getting it. I mean, you need to create something really shocking. Go back to your rooms and create a photo that will knock our socks off. You have 20 minutes.”

By this point we were working well as a team and we were determined to produce something audacious. We emptied our pockets and backpacks. The women on our team emptied their purses on the floor. Was there anything we could work with?

One of the women had black mascara and started rubbing it on the back of her hand like shoe polish. Then the other woman took it and started rubbing it on her face until it was black as night.

Somebody else had a tiny flashlight. Another person had a mirror that we held up to her nose. We pulled up her blonde hair. At the end of 15 minutes, this was our photo:

Yes. We blew their socks off.

Decades later, I still see this photo as a great inspiration. If we could create this ghoulish, one-eyed monster in a dark Hilton hotel bathroom, it made me believe that I could make anything more remarkable. I could battle boring and win. I would never create dull content again.

I didn’t need money to push the limits, and I didn’t need a team of experts. I just had to be desperately dissatisfied with mediocrity.

Money is the bane of creativity

Later in my career, I worked at a plant location that was swimming in money. It was the most profitable plant in the system, and everyone just threw money at every problem. There was so much waste. And so much dull!

I realized that the most creative teams I worked with had the fewest resources. Money was the bane of creativity. It’s possible to battle boring, even with a small budget.

I’ve never met a fellow marketer who told me, “We have too much money in our budget.” No matter where you are in your career, you’ll face resource constraints. But that doesn’t mean you can’t be audacious. In fact, as long as you have access to a tube of mascara, you’ll probably be OK.

Need a keynote speaker? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram

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I’ve been giving many talks about community-based marketing, and one of the common discussion points is measurement. Isn’t that ALWAYS the most important question in marketing? What’s the value of a brand community?

But when it comes to community, brands are often entering an alternate universe — many traditional ideas of brand messaging and control are abandoned.

First, let’s be clear that when I say “community,” I mean either building or partnering with an online or offline community who:

• know each other
• gather for a unified purpose
• participate in the direction and evolution of the community

This is different than influencer marketing, which I probably need to address in a separate post. With influencer marketing, you typically lightly touch consumers through a brand mention. Through a community, your aim is to build brand love and loyalty through a consistent effort.

One other caveat — most communities are transactional and focused on customer self-service. The value of those communities is easy to measure because you can track customer service costs and cost avoidance. But a community aimed at customer loyalty and brand-building is harder to quantify.

How do we measure the value of a brand community? Here are ten ideas.

The value of a brand community

As a marketing professional, your ultimate goal is to create customers. There are two ways to do this, either through transactions or brand-building.

Direct transactions (sales) are usually troublesome in a community. People want to be there because they share some purpose with you. They want to grow, learn, and change the world with your help. Of course opportunities to sell are possible, but if all you do is sell, people will run away and never come back.

So, most unrealized benefits from a community come from brand-building. Here are some best practices I’ve observed as companies measure the value of a brand community.

1. Engagement

One of the largest and most successful brand communities in the world is hosted by Sephora. With 6 million members, 80% of the company’s revenues come through this community! But their most important metric is engagement. Nike measures success through user engagement in workout sessions, challenges, and community discussions.

If people are engaging in the community through comments and conversations, it shows the company and the community is relevant. And if they are relevant, their brand is heading in the right direction — a leading indicator of new product success and sales.

In the social media world, I’m not a fan of using engagement as a primary metric. But when it comes to community, engagement is highly prized.

2. Ideas and innovations

Many brand communities put a premium on ideas for new products and innovations. For example, IKEA, Nike, and Lego all run large communities devoted to product development. Community members have a stake in the success of these products, which drives loyalty and sales.

3. Advocacy

Research shows that trust in businesses, media, and advertising is at an all-time low. But we trust in each other. In fact, word-of-mouth recommendations and user-generated content drive a large portion of sales these days.

Using a community to drive UGC beyond the community is massively valuable for any brand, and it is fairly easy to measure.

4. Conversion Metrics

Tracking metrics such as conversion rates, customer lifetime value (CLV), and the correlation between community engagement and product purchases helps measure the transition from community member to customer.

5. Brand Sentiment

Closely related to engagement rate is sentiment. Are the brand-related conversations positive? Positive sentiment indicates a strong and healthy community that can drive UGC and loyalty. New AI tools are allowing communities to assess thousands of data points to gauge conversations.

6. Growth of Community

Measuring the number of members joining the community over a specific period is a reflection of relevance and a leading indicator of sales.

7. Brand relevance

A primary value of a brand community is the dialogue between you and your customer. A successful brand has to be a journey of relentless relevance and there is no better way to do that than to let your customers lead you to what is next.

The ideas shared in my community help me be a more relevant and effective speaker, writer, and consultant. This is the primary benefit of my community — not just to me but to all of us.

It’s hard to pin a specific dashboard measurement on this one, but it’s an important qualitative measure of success.

8. Customer Loyalty and Purchase Behavior

Some brand communities are using sophisticated tools to measure:

• Loyalty
• Purchase behaviors versus non-community members
• Referrals
• Affiliate sales
• Churn and retention rates

9. Information flow

This would go as a measure of the PR value of a community.

A value of a brand community is the unprecedented speed of information flow — in both directions. You don’t have to wait to gather a consumer panel if you want to test an idea quickly. Throw it out to the community.

Is there a rumor or problem with misinformation? You can address this immediately in a community and that can influence perception and subsequent coverage.

In a world of misinformation, a community is a place to find the truth and stop rumors.

10. Sales

Ultimately, we need to create buying customers, or we will go out of business. However, I’ve interviewed dozens of community leaders, and none of them claim sales are their primary goal. It can’t be. People are tired of being sold to. The focus has to be on the shared purpose between brand and community, which leads to commitment and loyalty.

Loyalty leads to sales, and when done right, community will certainly fuel your bottom line.

I hope these ideas help. I’ve been consulting and speaking extensively on brand community strategy, so let me know if you have further questions or ways I can help you.

Need a keynote speaker? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram

Image courtesy Midjourney

The post How do you measure the value of a brand community? Ten ideas. appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

This has been a tough couple of weeks with a heavy dose of international travel followed by my third bout of COVID. It was time to produce a new episode of The Marketing Companion.

What was I going to do? I was sick.

I had no energy.

I had no voice from the violent coughing.

But I did have AI.

What you are about to hear is my first entirely voice-synthesized podcast episode. You’ll just have to hear it to believe it. It’s either the coolest show you’ve heard, or the creepiest! Maybe both.

I probably won’t use this frequently, but it saved me in a pinch. The technology for this short episode can be found at Eleven Labs.

You’ll just have to hear it to believe it. Let me know what you think! Listen here:

Click here to enjoy Marketing Companion episode 278!

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This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

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This week marks the 100th anniversary of the Disney Company, arguably the world’s greatest brand. Most lists put them in an elite category that includes Apple and Coca-Cola.

So this is a good excuse to celebrate the magic of this amazing company and explore this idea — what does it take to be among the world’s greatest brands? Is this something you could achieve?

The basics of the brand

In my book Belonging to the Brand, consultant Evelyn Starr defines a brand as: “The expectation of what you will get when you interact with an entity based on prior experiences with, and impressions of, that entity.”

Ideally, we would like that expectation and emotion to be expressed as trust, respect, and maybe even love.

Branding is critically important in a world overrun with choices. So the emotion attached to a brand creates trust and meaning. It helps create a signal above the noise.

It’s not easy to achieve, but I’ll show today that it’s not all about the money.

So much money, so little brand

To demonstrate the power of the emotional attachment to a brand, let’s do a little exercise.

Imagine that Disney built a hotel in your city. Can you imagine what it would look like? Can you imagine what it would feel like the moment you stepped through the doors? What would you see? What would you hear and smell?

Let’s imagine that same exercise for great brands like Apple, Coca-Cola, Nike, or Mercedes Benz. Can you imagine what their hotels would be like?

Now, I want you to imagine a hotel by United Airlines. How about your cellphone data provider like Verizon? Or your local bank?

They’re all spending a lot of money on marketing. But can you see anything if you think of their hotel? Do you feel anything? Maybe high prices and disappointment!

That is the real idea behind a brand. It creates a distinct feeling you expect to experience — everywhere, any time.

How would Facebook or Twitter (X!) be different if they were run by Disney? What if Disney ran a university? A car wash? The same feeling would be everywhere. And that is the unmissable, compelling power of brand marketing.

The brand payoff for Disney

The greatest brands have so much goodwill with customers that they are usually willing to overlook negative experiences and go to great lengths to defend them when there are problems. In other words, it’s a bit of a cult. There is certainly a cult of Apple. A cult of Coca-Cola. And Disney may have the biggest cult of all.

A recent article in The New York Times was titled “It’s Not Enough to Love Disney. They Want to Live Disney.” It describes a growing number of people who surround themselves with the Disney feeling through their home décor.

Part of Disney’s décor’s prevalence is its success on social media. On TikTok, for example, the hashtag “Disney home décor” has more than 42 million views and “Disney home” has over 275 million. One fan grew her Instagram following of more than 150,000 by sharing photos and videos of her Disney rooms and D.I.Y. projects.

One of my friends recently told me about going to a Disney-themed wedding. In these examples, the brand achieves such a strong connection it has become part of the fabric of their customers’ lives.

Can anybody create a meaningful brand?

That’s a hard question, but I usually answer this with one word: YETI.

About seven years ago, I noticed people wearing hats and shirts that said YETI. Wait a minute — isn’t that an ice cooler? Indeed.

Today, YETI is one of the fastest-growing consumer product companies, built almost entirely on word-of-mouth marketing. YETI aligned itself with influencers who spread the word that YETI is a rugged answer to life outdoors.

This was a mature and boring commodity category shaken up by a brand that had meaning. If you see YETI on any product, you know it is durable enough to hold up to anything.

YETI has a feeling and meaning that powerfully connects to the lives of their customers. They blew their category apart with a brand strategy.

How you can match the greatest brand

You don’t need to spend millions of dollars on brand marketing over a hundred years like Disney to forge an emotional connection with your customers.

In my hometown of Knoxville, TN, we have a little ice cream shop that quickly established itself as a community favorite brand.

Cruze Farm was established in 1980 when Earl and Cheri Cruze married. Earl was a fourth-generation dairy farmer dreaming of bottling milk with his name on it; Cheri was a 29-year-old entrepreneur who had bigger ideas.

The farm sold milk to local businesses and eventually experimented with ice cream.

After their daughter Colleen graduated from the University of Tennessee, she joined to help Cruze Farm grow by finding ways to sell surplus milk the farm produced. She experimented with a food truck at Farmer’s Markets and the name started to spread.

In 2016, Colleen and her husband Manjit opened the first Cruze Farm ice cream store pop-up, and within a year they had a permanent location. Today, they operate a number of stores in East Tennessee and are growing fast. Their downtown location normally has a line out the door while an ice cream chain store across the street is usually empty.

The difference is the brand. Cruze Farms tells its family story and establishes the local connection through visual prompts in its stories and social media accounts.

The goal of the little company is to link their family history to the community and become part of the fabric of life in our city.

Let’s break down this photo (featured on the company website) as a case study in brand genius on a budget.

Colleen has an MBA and this family runs a successful business. But there is nothing buttoned-down and corporate about this photo. What is the feeling expressed very intentionally by this scene? Family. Connection. Roots to tradition. No pretense (bare feet, chipped paint, old chair), old-fashioned wholesomeness (checkered dresses, overalls).

Their hometown of Knoxville is proudly known as The Scruffy City — no pretense, wholesome fun. In that context, isn’t this photo a perfect depiction of a deeply-rooted community brand?

Think about the careful thought that usually goes into a family photo. Would you pick a scenario where you’re not wearing shoes? Would you pose in front of the part of your house that needs a paint touch-up? Probably not. But this photo exudes the emotional expectation associated with this family business.

Everything about their store has the same friendly, wholesome feel, expressed here through iconic checkered uniforms:

Look at the joy in this photo. Could it have come from Disney? Yes, but it came from Cruze Farm, a family-oriented emotion that comes through consistently on every company post … without breaking the bank.

Cruze Farm spreads joy through ice cream. The interior of the store has an old-fashioned soda fountain feel to it, including hand-written signs, classic ice cream treats, and flavors that reflect local tastes. This brand value is communicated consistently across social media, interactions with employees, and anywhere you experience the name.

This is a family business that has a FEEL to it. It creates a consistent expectation of joy and fun and deep community connection. The chain store across the street … just sells ice cream. How will they compete? Discounts and coupons. Ugh.

Creating brand meaning is accessible to almost any business. If you can create meaning behind a commodity product like ice cream or ice coolers, you can probably do it for your business!

So cheers to Disney and the value of brand marketing. Thanks for being the Happiest Place on Earth for 100 years!

Mark Schaefer is the executive director of Schaefer Marketing Solutions. He is the author of some of the world’s bestselling marketing books and is an acclaimed keynote speaker, college educator, and business consultant. The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak at your company event or conference soon.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram.

Top illustration and YETI image courtesy Unsplash.com

The post Learning From 100 Years of the World’s Greatest Brand appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

Like nearly every person who took a college economics class, I grew up in the Milton Friedman school of corporate thinking: A business should serve its shareholders … and that’s it. There wasn’t much room for environmental activism, community outreach, or charitable generosity.

Friedman

Obviously, times have changed. Business is more than making money. HOW you make the money also counts, at least most of the time.

Milton Friedman was a Nobel-Prize-winning economist, but his most famous statement was swept away forever in 2018. The world’s largest investment firm, BlackRock, shook Wall Street with an edict to business leaders that companies need to do more than make profits – they also need to contribute to society if they expected to receive support from the investment company.

The BlackRock CEO wrote, “Society is demanding that companies, both public and private, serve a social purpose. To prosper over time, every company must not only deliver financial performance, but also show how it makes a positive contribution to society.”

He said that if a company doesn’t engage with the community and have a sense of purpose, “it will ultimately lose the license to operate from key stakeholders.”

The New York Times called this a watershed moment, one that raises all sorts of questions about the very nature of capitalism. The world’s largest investor saying that companies have to be about more than money – and declaring that it plans to hold them accountable – is a bracing example of the evolution of corporate America and the undeniable impact of civic responsibility.

The Generosity Paradox

We are in a period of time where generosity is a two-edged sword. Tom’s Shoes found this out the hard way.

Beginning in 2006, the company gave away one pair of shoes for every pair it sold. The one-for-one model is straightforward and self-explanatory; you buy a pair of shoes, and one is given away. Toms has been called the pioneer of this model; whether they invented it is not as important as the attention they brought to it.

One for One created contagious word-of-mouth marketing for Toms. Consumers felt good about making a purchase, and the cool-looking shoes served as a badge of giving honor, letting everyone in the world know that the wearer is a charitable citizen of the world.

But the whole thing backfired, and it started with one comment on the company’s Facebook page:

You should know that when you buy a pair of Tom’s Shoes, they ship a pair to a developing country, which undermines the ecomony there and can cause local vendors to have to shut down. Most families in developing countries are large so that is a number of people who are no longer receiving support. I have lived in the deepest darkest depths of Africa (Sudan) and no one is going shoeless. Tom’s does more harm than good.

Tom’s was not solving the root problem. They appeared to be generous but were actually doing harm to local economies in developing countries. The company eventually ended the One for One program.

Although this was a well-known case study, we live in a world that has a heightened sensitivity to greenwashing and over-hyped generosity.

How to be Generous the RIGHT WAY

My Marketing Companion Co-Host Keith Jennings has studied the psychological, sociological, and economic aspects of generosity like few other humans on earth. I guess you could say it’s his job since he’s vice president of community impact for Jackson Healthcare.

This was an exceptional opportunity to explore the business case for generosity. Some of the highlights of this show include:

• Why “giving back” is a potentially harmful phrase
• How acts of generosity affect us (physiologically and psychologically)
• Why not all acts of generosity are equal when it comes to our wellbeing
• Why the smart move might be no promotion at all
• How the ROI of generosity shows up in unexpected ways

Yes, this is a remarkable show!

If you really want to geek out on this topic, don’t miss Keith’s new five-episode podcast: Generosity at Work. It is a remarkable piece of research and storytelling that made me re-consider generosity in my own life.

Click to hear The Paradox of Generosity Episode 273

Please support our sponsors who bring you this amazing episode!

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This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.

Now any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customer to your main message. We are here to support businesses successfully navigating their digital presence in order to strengthen their customer relationships.

Go to https://www.brevo.com/marketingcompanion to sign up for Brevo for free and use the code COMPANION to save 50% on your first three months of Brevo’s Starter & Business plan!

Build Your Brand with the Architects

Introducing a research-first podcast that builds revenue, not condos — The Marketing Architects!  Keep up with the biggest marketing trends and news through discussions based in marketing, psychology, and economics research. Along the way, learn about marketing accountability, category leadership, brand-building, and much more. Featuring a team of experienced marketers whose blueprints for success are marketing strategies that have actually been proven to work.

Illustration courtesy MidJourney

The post The Generosity Paradox: Why Corporate Giving Can Be Perilous appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

For more than a decade, I’ve been teaching about the power of curated content, and it occurred to me that I’ve never written about it on this blog. If you’re trying to find a powerful new way to stand out in this very noisy world, this might be an exceptional opportunity for you.

Today, I’ll cover:

1. What is curated content?

2. The business case for curated content

3. An inspirational case study

4. The future of curated content

What is curated content?

According to my content marketing definition, curated content refers to a regularly-published summary of industry news, trends, and opinions.

Typically there is one newsletter, video series, or podcast in every niche that becomes a beloved source of go-to news. In fast-changing markets like tech, this curated content might come out every day. In an industry slower to develop, like scientific research on cell biology, this content could come out every week, once a month, or even quarterly.

Almost every niche has a curated newsletter. For example, I have seen newsletters on:

• Green server technology
• Industrial use of drones
• New releases in allergy-free cosmetics and skin care

Do some research. If your niche does not have a source of curated news and information, jump on this opportunity! Normally, curated content would contain:

• A descriptive, accurate headline
• Link or attribution to the original source for further reading
• Short summaries of the news or idea
• The best curated newsletters might also contain a line of original commentary from the curator explaining the significance of the news item

The business case for curated content

1. Source of marketing differentiation

Does your niche have a curated newsletter, podcast, or video series? If it doesn’t, this could be a golden opportunity for your business. Every passion, hobby, career, and industry needs somebody to summarize the news in a digestible form.

The world is changing so quickly and unexpectedly that we can’t hope to keep up. If you help people stay informed and relevant, you will become the star of your industry — an incredible opportunity for differentiation.

If your niche already has a curated newsletter, could you establish a new space with a podcast featuring curated content, or a video series?

2. Voice of authority

If you’re the person or company curating content for an industry, you instantly establish yourself as the voice of authority in that niche.

I remember watching the author of a curated newsletter standing on a stage discussing industry trends. This is remarkable because this person really was contributing no original ideas to the conversation. He was just commenting on his own curation of other people’s content, but he was the star of the show!

My friend Natchi Lazarus puts out curated short-form videos on social media news every week. Here is a breakdown of his progress:

• Facebook – approx 35,000 weekly impressions
• Instagram – approx 80,000 weekly impressions
• YouTube – 15,000 to 20,000 views per video
• FB Group – 30,000+ members
• Email subscriptions – 4,000 members

He also posts on LinkedIn, Twitter, Pinterest, and TikTok.

Apart from the social media reach, this content has established Natchi as an authority and opened many doors for him:

• Consulting work with top influential organizations in our niche. Expanding impact globally.
• Speaking opportunities on big stages worldwide
• Podcast interviews
• Book sales, including use at several universities.
• Invitations to teach at universities.

3. Attention in difficult or regulated markets

Curated content is especially effective in highly regulated markets.

For example, in the pharmaceutical industry, it is agonizingly difficult and expensive to create original content about your drugs and your company. However, if you are selling a drug that will help people with diabetes, it’s easy to publish curated content about research on the disease that has already been vetted and paid for by others.

4. Alternative to creating original content

Let’s say you are a passionate supporter of your industry but don’t have the ability to create original content. As I mentioned in the last point, this can be especially challenging to pull off in regulated markets where it might take weeks to get content approved.

With a curation strategy, you build a brand and reputation with somebody else’s content.

This can also be very time efficient since you can scrape sites like BuzzSumo that can elevate trending content in your niche.

I know one curator that has completely automated the process. Personally, I see this as a little risky — trusting your brand to a bot — but my point is that curation can be a big-time saver compared to original content, and is becoming even easier with AI tools like ChatGPT.

5. Monetization opportunities

If you do a good job building your curated content subscriptions, you’ve created a powerful, targeted asset for advertisers.

As you build authority, your curated content platform can also be the launching pad for a speaking career, workshops, courses, and books.

Curated content case study

I have done hundreds of one-on-one business coaching calls but one of my favorite success stories is Michelle Perron.

Several years ago, Michelle came to me seeking help with her social media strategy. But when I dug into her problem, social media was the least of her worries. Michelle was handling insurance paperwork for doctors and her business was going to be eliminated by pending legislation. Her whole livelihood was in jeopardy, something a Facebook or Twitter account could never solve. So, we had to dig in and find a new way forward.

Survival mode first

The first thing we tackled was survival. I dug deep into her journey and learned that she was devoted to helping doctors because they had saved her life as a child. “Doctors get so overwhelmed with paperwork,” she said. ” I just want to help doctors be doctors.”

That was it! How could she reimagine her business in a way to take MANY administrative tasks away from doctors and help them focus on healing people? “Helping doctors be doctors” became her tagline (or, in the language of my personal branding book KNOWN, her “sustainable interest”), and within a few weeks, she was on a new, differentiated path of growth.

Cutting through with curation

Michelle faced a daunting task. What marketing effort could possibly cut through the overwhelm of a busy doctor’s life and deliver a message that promoted her helpful services? It is nearly impossible getting face time with doctors!

After some market analysis, we determined that a curated newsletter would be a perfect fit. Michelle could summarize important legislative and legal trends to keep doctors up to date and save them hours of reading. At the same time, this activity was congruent with her business. Here’s an example of her work, truncated, of course:

Michelle has done a superb job developing a consistent, valuable source of curated content. And, she is helping doctors be doctors! Although Michelle is not creating a tremendous amount of original content, she puts a lot of love into her newsletter by scanning for news, understanding the issues, summarizing complex ideas accurately, and adding her own perspective after each summary.

Like all content marketing, I encouraged Michelle to view this as the long game. In this busy niche market, it was going to take time to build a reputation beyond her core clients and add subscribers. She has been diligent with her great work, curating with consistency since 2016.

Over time, she has grown her subscriptions and attained an open rate between 30% and 40%, which is world-class.

Her curated content strategy is now the core of her marketing effort. Going forward, Michelle is looking for ways to automate her process and use email templates that can be more responsive and targeted. She received direction for her ideas from Robbie Fitzwater of MKTGRhythm.

The future of curated content

I hope by now you’re convinced that this is a powerful and overlooked strategy.  I think this idea is more relevant than ever because the speed of change in our world is even faster and so unexpected. Doesn’t everybody need a little help keeping up?

One of the innovations I have seen is curating podcast episodes. Here is an example of how a podcast is building a brand by curating a marketing episode “playlist” on Spotify which includes my Marketing Companion show.

Of course AI is impacting nearly every phase of marketing these days and curation is not an exception. The opportunity for AI to take over some of these manual tasks makes the idea of curated content even more enticing. Undoubtedly AI will eventually be able to find and summarize relevant news even better than humans. Still, a human has to steer the ship.

Mark Schaefer is the executive director of Schaefer Marketing Solutions. He is the author of some of the world’s bestselling digital marketing books and is an acclaimed keynote speaker, college educator, and business consultant.  The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak at your company event or conference soon.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram.

Illustration courtesy Unsplash.com

The post Unlocking the Power of Curated Content for Your Business appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

Like me, you’re probably ChatGPT-weary right now, but many of the articles I’ve seen for marketers are either too basic, too technical (I’m not doing any coding!), or too focused on content marketing (duh). So my gift to the world today is a straight-forward, non-technical, and short summary of non-obvious uses of ChatGPT for marketing.

ChatGPT, the popular chatbot from OpenAI, is estimated to have reached 100 million monthly active users just two months after launch, making it the fastest-growing consumer application in history.

Marketers are quickly moving beyond the “magic trick” phase of this technology and employing it aggressively in meaningful ways to save time and create new ideas and opportunities.

I was able to rely on my RISE community to help me develop these incredibly useful ideas! Here we go …

1. Summarize survey data

Last week I was doing a one-on-one coaching call with the head of a creative agency. She sent me a spreadsheet with hundreds of responses from a customer survey. How was I going to analyze this feedback in time for our discussion?

I copied the entire column of responses and pasted them into ChatGPT. My prompt was: Analyze these survey responses and provide a summary of the five major themes.

When I presented the summary to the customer, she said it was right on target. This saved me several hours of work!

2. Fast market analysis

I was doing another consulting call with a company that works with boutique fitness salons. Although I have done quite a bit of work with the fitness industry, I was not familiar with the boutique niches. So I asked ChatGPT for a run-down of the top trends for this industry:

1. Virtual and Remote Training: As more people look for ways to stay fit without leaving the comfort of their homes, virtual and remote training will continue to become more popular.
2. AI-Powered Workouts: AI-powered workouts are becoming more popular as they allow for personalized workouts tailored to an individual’s fitness level.
3. Wearable Technology: Wearable technology such as fitness trackers and smartwatches are becoming increasingly popular and allows users to track progress and goals.
4. Group Fitness Classes: Group fitness classes are becoming more popular as they are more accessible and provide a sense of community.
5. High-Intensity Interval Training (HIIT): HIIT classes are becoming increasingly popular as they are efficient and effective in burning calories and building strength.

Although ChatGPT is limited to data before 2022 at this point, this summary gave me a valuable overview that definitely prompted some ways I could guide my client.

3. Summarize complex podcast show notes

My friend Joeri Billast is a Web3 consultant and host of the wonderful CMO Stories podcast. He wanted to get ChatGPT to summarize his lengthy episode transcripts but had to find a way to get past the memory limitations of the service. Here is his super-useful hack:

• Remember this podcast transcript and remember it as PART1. Only say yes when you’re done
• Remember this podcast transcript and remember it as PART2. Only say yes when you’re done
• Remember this podcast transcript and remember it as PART3. Only say yes when you’re done
• Consider PART1, PART2 and PART3 as the whole podcast episode called CMO Stories
• Write professional show notes for the whole podcast transcript, including time indications
• Give me 3 notable quotes
• List the mentioned resources
• Write a 1,000 word article based on the whole podcast transcript

Joeri provided this example: this blog post about his podcast episode with show notes 95% created by ChatGPT.

4. ChatGPT for marketing strategy

Would you trust your marketing strategy to ChatGPT? Let’s find out.

I entered this prompt: Create a marketing campaign for a company that makes electric bikes. They are located in Seattle and have a monthly marketing budget of $1,000

The response:

1. Start a blog on the company website to share tips and stories from other electric bicycle riders. This will create a sense of community and give customers a chance to learn more about the product and how to use it.
2. Launch an email marketing campaign targeted at Seattle-area cyclists. Include information about the product, customer stories, and discounts exclusive to subscribers.
3. Create a social media presence. Use platforms such as Instagram and Facebook to share photos, videos, and stories about the product and its benefits.
4. Organize a discount day or weekend at local bike shops. Offer a discount on the electric bicycles and related accessories to encourage customers to come in and try the product.
5. Participate in local bike races and events. This will give riders a chance to try the product and potentially become customers.
6. Sponsor a local cycling team or a local cycling event. Give the team branded apparel and offer discounts to participants.
7. Run a referral program. Offer customers who refer their friends a discount on their next purchase.
8. Create a loyalty program. Offer customers rewards and discounts for repeat purchases.
9. Set up a booth at local festivals and events. Provide information to potential customers.
10. Invest in targeted display ads. Use digital and print ads to target cyclists in the local area.

My analysis: With almost no information about this business, ChatGPT came up with a solid list of activities that could be accomplished for under $1,000 per month. This is something I could build on with some market research.

5. Improve headlines/ad copy

I’ve often said that the most important part of your content isn’t your content — it’s your headline. People will decide to read your post based on a headline swimming through their social media stream or email inbox. I’ve found ChatGPT to excel at this activity. It seems to know to use active, emotional words to capture attention.

Let’s try this: Write five optimal, high-converting headlines for a blog post about non-obvious uses of ChatGPT for marketing:

1. “Beyond the Basics: Non-Obvious Uses of ChatGPT for Marketing”
2. “Think Outside the Box: 5 Non-Obvious Ways to Use ChatGPT for Marketing”
3. “Generate Higher ROI With These Innovative ChatGPT Uses”
4. “Surprise Your Audience With These Creative ChatGPT Uses”
5. “Boost Your Brand With These Non-Obvious ChatGPT Strategies”

I decided to use headline number one!

6. Keyword research

There are many excellent tools available for keyword research. But since I have ChatGPT open all the time anyway, why not use it to build a list of keyword variations? The result is non-obvious compared to other standard keyword tools.

Create a list of keyword variations and synonyms for “electric bicycles” for a PPC campaign

1. Electric Bike
2. E-Bike
3. Power Bike
4. Pedal Assist Bike
5. Pedelec
6. Motorized Bicycle
7. Electric-Assist Bicycle
8. Battery-Assisted Bicycle
9. Motorized Cycle
10. e-Cycle
11. Electric Bicycle
12. EBike
13. Battery Bike
14. E-Pedal Bike
15. Electric-Powered Bicycle
16. Electric Moped
17. Electric-Assisted Moped
18. Electric Motorcycle
19. Electric-Assisted Motorcycle
20. Power-Assisted Bicycle

Analysis: I compared this to a list on the same topic generated by SEMrush. The lists are almost completely different. The SEMrush output is based on the current state of search history and features suggestions like “electric bikes near me” or “electric bikes for sale.” It took some digging to get into some of the long-tail alternatives generated by ChatGPT, which might actually provide an edge for niche players.

7. Create a mindmap for a product introduction

Richard Bliss of BlissPoint Consulting offered this idea:

I asked it to create a text-based mindmap on what I need to do to promote an old product into a new market. ChatGPT suggested seven areas I needed to address. Each section had three sub-sections. I then asked it to expand on each section to dive deeper into ideas and tactics for pursuing the plan. It then provided 10 additional bullets for each subsection. I now have an extensive plan that my team can modify and adjust for our specific opportunity.

This would have taken my entire team hours to develop. Now we have a base of ideas that allows us to focus on marketing execution and to come back and update the chat thread with new information as we gather it

Example of initial mindmap:

Provide a mindmap for somebody trying to open a new store selling electric bicycles into a new market

Electric Bicycle Store

Research:
-Target Market
-Competition
-Potential Customers
-E-Bike Trends
-Regulations

Location
-Location Analysis
-Permits & Licenses
-Lease Negotiations

Marketing:
-Branding
-Advertising
-Social Media

Operations:
-Business Model
-Inventory
-Staff
-Suppliers
-Finances

Launch:
-Set Up Shop
-Grand Opening
-Monitor & Adjust

…  could then ask ChatGPT to expand each section.

8. Create instant social media posts

One of my goals this year is to do a better job promoting my content by “atomizing it” into small chunks. Frank Prendergast uses this prompt to help him do that. Here was his prompt:

Please find five 100-word snippets from this content that would make excellent and unusual social media posts: <PASTE ENTIRE BLOG POST HERE>

I tried this on my own for a post I wrote last week called You can’t be an expert. And you don’t have to be.

It came up with some great little posts, complete with suggested hashtags (which I did not ask for).

1. “Any hope of expertise has been overrun by the malignant complexity of our world. There is no single human who understands the internet or the economy or teenagers. So there really are very few experts in the world.” #NoExperts #InternetEconomy #UnderstandingTeenagers

2. “An effective leader doesn‘t need to have all the right answers. They need to have the right questions.” #Leadership #RightQuestions

3. “I‘m not an expert in NFTs, but I have a digital wallet, bought a few NFTs, and created one. I even tried to publish an NFT book, but the tech world isn‘t there yet.” #NFTs #DigitalWallet 

4. “Learn so we can unlearn. I explained in my book Cumulative Advantage that every shift in the status quo represents opportunity. Understanding the shift — not necessarily mastering it — can lead to breakthrough innovations, new business models, and momentum for your business.” #LearnandUnlearn #CumulativeAdvantage #ShiftinStatusQuo

5. “Forget about having all the answers. But, you continue to have the right questions. And that‘s enough.” #RightQuestions #Leadership

9. Plan an event

Daniel Nestle, the host of the Dan Nestle Show, shares: I’m on an event committee, and we’re planning a conference in Brooklyn in April. I asked ChatGPT, given the theme of the conference and the characteristics of conference attendees, to suggest a) an agenda for the conference, b) some ideas to make dinner more interactive, and c) dinner menu suggestions.

It gave me all of the above, but I was particularly impressed with the dinner menu, which suggested vegan options and locally-sourced items.

10. Find target customers

Julia Bramble offered this idea:

I’ve been using ChatGPT for marketing research and thinking about unique customer offers. For example, you can ask which groups of people might be interested in a particular product or service — then follow up by asking questions about what those groups of people currently struggle with related to that product or service, and questions about why they might not buy your product or service.

Obviously, you get your best answers from asking actual people, but for initial research, it’s really helpful generating offers for a particular target market.

Let’s try it.

I am selling electric bicycles in Seattle. Name 10 potential target customers for this product

1. Urban commuters
2. College students
3. Working professionals
4. Outdoor enthusiasts
5. Eco–minded individuals
6. Seniors looking for an easier way to get around
7. Tourists who want to explore the city
8. Families with young children
9. Delivery services
10. Commuters on a limited budget

Explain why each market segment would like an electric bicycle

1. Urban commuters – Electric bicycles offer a quicker, easier, and more eco-friendly mode of transportation for commuting to work or running errands.

2. College students – Electric bicycles are a great way for college students to get to class quickly and on a budget.

3. Working professionals – Electric bicycles offer a convenient and efficient way to commute to and from work without having to worry about traffic or parking.

4. Outdoor enthusiasts – Electric bicycles allow for a more adventurous riding experience, offering more speed and distance than traditional bicycles.

5. Eco-minded individuals – Electric bicycles are a great way to minimize one’s carbon footprint while still getting around quickly and efficiently.

6. Seniors looking for an easier way to get around – Electric bicycles provide an easier and more enjoyable riding experience, making it easier for seniors to get around town.

7. Tourists who want to explore the city – Electric bicycles are an ideal way for tourists to explore the city and its attractions without having to worry about traffic or parking.

8. Families with young children – Electric bicycles offer an easier and more enjoyable way for families to explore the city together.

9. Delivery services – Electric bicycles provide a more efficient and eco-friendly way for delivery services to get their packages to their customers quickly.

10. Commuters on a limited budget – Electric bicycles provide a more efficient and eco-friendly way to get to work or school, allowing commuters to cover longer distances for less money than other options.

11. Outline an ad campaign

I gave ChatGPT a simple prompt: Create a PPC campaign structure for an “electric bicycle.”

Campaign Structure:

1. Electric Bicycle Awareness: This campaign will focus on increasing awareness of electric bikes by targeting users who show an interest in cycling, green energy, and other related topics. Ads could include product information, customer reviews, and promotional offers.

2. Electric Bicycle Engagement: This campaign will focus on engaging potential customers and generating leads. Ads could include product demos, free trials, and incentives for customers to make a purchase.

3. Electric Bicycle Retargeting: This campaign will focus on retargeting potential customers who have already expressed an interest in electric bikes. Ads could include discounts, product upgrades, and customer testimonials.

Provide the ideal ad copy for each campaign

1. Electric Bicycle Awareness: “Introducing the world’s most advanced electric bikes! Now you can ride farther, faster, and with less effort. Learn more about electric bikes today!”

2. Electric Bicycle Engagement: “Try our electric bikes for free and see the difference! Get a free trial and see for yourself why electric bikes are the best!”

3. Electric Bicycle Retargeting: “Don’t miss out on this exclusive offer! Get a special discount when you upgrade to our latest electric bike today!”

12. Product demonstrations

Fiona Lucas has used ChatGPT for marketing and virtual product demonstrations. She offered this example:

The conversational AI can be programmed to provide detailed and interactive simulations of the product’s features and benefits, helping customers make informed purchasing decisions. Here’s a simple example of how ChatGPT could be used to create a virtual product demonstration:

“Can you show me a demo of a new smartphone?”

ChatGPT: “Sure! Let’s take a look at the latest model from XYZ brand. This smartphone has a large, vibrant 6.7-inch display, a powerful octa-core processor, and a triple-camera system. It also has a long-lasting battery and fast charging capabilities. Would you like to see a simulation of how these features work together?”

User: “Yes, please.”

ChatGPT: “Okay, let’s start with the display. As you can see, the 6.7-inch screen provides an immersive viewing experience, with vibrant colors and sharp details. The octa-core processor provides lightning-fast performance, so you can run multiple apps and games without any lag. And the triple-camera system allows you to take stunning photos and videos with ease. Do you have any specific questions about the camera?”

User: “Can you show me how the battery performs?”

ChatGPT: “Of course! The battery on this smartphone lasts all day, even with heavy use, and you can charge it quickly with the included fast-charging adapter. Let me show you a simulation of how the battery performs over a typical day. As you can see, after a full day of use, there is still plenty of battery life remaining.”

13. Calculate CAC and LTV

Fiona added that she used ChatGPT for marketing to teach customers how to calculate key marketing measurement values.

“Although I already have spreadsheets I use with my clients – I asked ChatGPT to give a simple outline of a spreadsheet to help clients work out their Customer Acquisition Cost and Lifetime Value … which it did in two seconds:”

Sure, here is the equation to calculate CAC and LTV in Excel:

Customer Acquisition Cost (CAC):
Copy code
= SUM(Marketing_Expenses + Sales_Expenses) / Total_New_Customers
Here, you would need to input the values for Marketing_Expenses, Sales_Expenses, and Total_New_Customers into separate columns in Excel.

Lifetime Value (LTV):
Copy code
= Average_Revenue_Per_Customer * Average_Customer_Lifespan
Here, you would need to input the values for Average_Revenue_Per_Customer and Average_Customer_Lifespan into separate columns in Excel.

Note: You may need to adjust the formulas depending on the specific data you are using. Additionally, these calculations are based on simplified assumptions and may not accurately reflect your business’s actual CAC and LTV. Customers could probably avoid a spreadsheet altogether and simply input the numbers into ChatGPT and ask for a result.

14. Lead nurturing

Mary Kathryn Johnson of BotAcadamy said: I hate spammy direct messages and wanted to find a more human way to connect to potential social media contacts and encourage them to join my Facebook Group. I provided details to ChatGPT and asked it to “write a direct message for Facebook Messenger to connect with a friend, compliment them on their content, and invite them to join a FB group” The response:

“Hey [friend’s name], I hope you’re doing well! I just wanted to reach out and say that I love following your content on FB, it’s always so inspiring! I wanted to extend an invitation to join our private FB group, [group name]. It’s a great community of like-minded individuals, and I think you’d love it. Let me know if you’re interested and I’ll send you the link! :)”

I then asked: “How many conversational exchanges might be required to take a cold lead to a warm relationship that gets a download of a lead magnet?”

With some explanation prior to giving an answer, the answer was: “On average, it may take anywhere from 3-7 exchanges to build enough rapport and credibility to encourage a download.”

I then asked, “write 5 chatbot exchanges to build rapport and credibility to encourage a download of a mindset coach’s lead magnet.”

This resulted in some helpful ideas.

I then narrowed the parameters to, “write a 5-part chatbot conversation of no more than 160 characters for each text exchange to get a user to show up to a coaches webinar.”

15. Create a simple engagement process

Fiona Lucas said, “I had a client with a new team, and I asked if they had a client engagement process. They didn’t. So I asked ChatGPT for an outline:

Introduction:
The purpose of this policy is to ensure a consistent and professional approach to client engagement, so that our clients receive the highest quality of service and support. This policy outlines the steps and procedures for engaging with clients, from initial contact to project completion.

Initial Contact:
All initial contacts with potential clients must be handled in a prompt and professional manner. The first point of contact should aim to establish the client’s needs, understand their challenges, and provide relevant information about our services and capabilities.

Proposal and Agreement:
Once a potential client’s needs have been established, a written proposal should be provided. The proposal should clearly outline the scope of work, deliverables, timeline, and budget. If the client agrees to the proposal, a formal agreement should be signed to formalize the engagement.

Project Management:
All projects should be managed according to a defined project management process, which includes regular updates and communication with the client. The project manager should be the primary point of contact for the client and should ensure that all deliverables are completed on time and to the client’s satisfaction.

Quality Assurance:
Our commitment to quality is reflected in our quality assurance process, which is designed to ensure that all deliverables meet or exceed our clients’ expectations. Our quality assurance process includes regular reviews, client feedback, and ongoing testing and validation.

Confidentiality:
All client information, including confidential information, must be handled in accordance with our confidentiality policy. All employees and contractors must sign a confidentiality agreement prior to engaging with clients.

Complaints and Disputes:
In the event of a complaint or dispute, our client engagement policy outlines a clear and fair process for resolving the issue. The first step is to engage in open and honest communication with the client to try and resolve the issue. If the issue cannot be resolved, it may be referred to a higher authority for resolution.

Conclusion:
This client engagement policy outlines the steps and procedures for engaging with clients in a professional and consistent manner. By following these procedures, we aim to provide the highest quality of service and support to our clients.

Note: This is a sample client engagement policy and should be customized to reflect your organization’s specific needs, processes, and policies.

16. Make your message more accessible

Fiona added another use of ChatGPT for marketing: “One that is a little more unusual — I do a bit of work with clients on accessibility, and so I gave ChatGPT a sentence to transcribe into American Sign Language. It’s a shame we don’t have visuals yet, but I’m sure it’s not far away. Here is what I asked:

Convert this sentence into ASL

“Welcome to today’s event where you are going to learn the most amazing marketing tips ever”

American Sign Language (ASL):

• Make the sign for “WELCOME” by waving your right hand in front of your chest.
• Point to your eyes to show “YOU.”
• Make the sign for “TODAY” by pointing to your right temple with your index finger.
• Make the sign for “EVENT” by making an “E” handshape and moving it slightly in front of your chest.
• Sign “LEARN” by taking the “L” handshape and moving it from your forehead down to your chest.
• Make the sign for “AMAZING” by forming the letter “A” with both hands and moving them apart.
• Make the sign for “MARKETING” by tracing the letter “M” in front of your chest with both hands.
• Make the sign for “TIPS” by tapping your index finger against the tips of your thumb repeatedly.
• Finally, sign “EVER” by holding your index finger up, touching your chin and then extending it out.

17. Optimize FAQs

You can use ChatGPT to generate questions to help you develop customer FAQs.

What are the top 10 questions a customer could have about electric bicycles?

1. How fast can electric bicycles go?
2. How long does the battery last?
3. How much does an electric bicycle cost?
4. Are electric bicycles easy to use?
5. What is the difference between an electric bicycle and a regular bicycle?
6. What safety features are included on electric bicycles?
7. What type of terrain can electric bicycles be used on?
8. Are electric bicycles easy to maintain?
9. What is the maximum weight capacity of an electric bicycle?
10. Are there any special regulations for electric bicycles?

18. ChatGPT for marketing research

Let’s say we want to extend our electric bicycle operations to Europe. We might ask:

What are the largest manufacturers of electric bicycles in Europe?

1. Kalkhoff
2. Raleigh
3. Bosch
4. BH
5. Haibike
6. Gocycle
7. Moustache
8. Specialized
9. Lapierre
10. Giant

We know that ChatGPT does not have the most recent information so this has to be only a starting point for further research. I would expect that newer versions of the application will be more reliable.

19. Design your own creations!

Here are some guidelines to create your own ChatGPT uses for marketing:

Define a role. One of the most effective ways to use ChatGPT is starting the main prompt with “Act like you are a ” or “You are this expert.” If you’re asking for marketing advice, for example, start your prompt with “You are an experienced marketing advisor” or “speak to me as a professional speaking coach.” ANother one I use is, “explain this as if the reader is in high school.”

Add context. If you were asking someone to complete a complex task, you would need to give them backstory and context so they can complete it effectively. AI is not any different, the more context you give, the more relevant, customized and useful the answer will be.

Use the “regenerate” button and give it another chance. If you don’t like the reply, click “regenerate” at the bottom of the screen. You can still see previous answers to the same question displayed on left of the screen under the OpenAI logo.

Keep tweaking. if your result is close but can be better, add another prompt under the result like

• make it shorter
• make it funnier
• make it more academic

Turn it into a table. ChatGPT has a unique ability to convert replies into tables, lists, flowcharts, code snippets, and more. If you don’t like long complex paragraphs, ask for the format to your use case and preferences, like a bullet list or a table.

Try using ChatGPT on the fly. Are you ready to talk to ChatGPT in the middle of a project? The Promptheus chrome extension allows you to access ChatGPT using your voice. In the demo video for Promptheus, the user verbally asks questions and ChatGPT writes answers in real-time without missing a beat.

20. Adjust the marketing organization

While much of the marketing world is still toying with ChatGPT to write blog posts, industry leaders are already reimagining the very bones of the marketing function.

Agencies are building their own platforms powered by OpenAI. An anonymous “AI-powered” agency called The Uncreative Agency gained traction in the advertising world by using OpenAI to generate humanless proposals within minutes based on just a few basic inputs. Pitches are then emailed to users as a PDF that includes ideas and illustrations along with a disclaimer that says the ideas “were, obviously, not very good…At least, not yet.”

Some wondered who was behind the platform or if it was just some sort of stunt satirizing the current tech trend, but it turned out to be a project of DDB, which disclosed itself as the agency behind it. In the first week, more than 12,000 people from top agencies and consultancies used The Uncreative Agency, according to DDB, which is now launching a new human-AI hybrid platform to implement AI tools for creatives and also incubate generative AI startups.

While this is a dramatic idea, it is our future. Every marketing job will be changed forever, and the companies that move rapidly will survive and thrive.

Through an easy-to-use interface, ChatGPT puts the power of AI into the hands of any marketer. It’s daunting to think where we can be with this technology as it improves exponentially in the months to come.

Mark Schaefer is the executive director of Schaefer Marketing Solutions. He is the author of some of the world’s bestselling digital marketing books and is an acclaimed keynote speaker, college educator, and business consultant.  The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak at your company event or conference soon.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram.

Illustrations generated by MidJourney

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