Mark Schaefer on the Big Problem Facing Marketers

Mark Schaefer - bestselling author, Rutgers University professor, blogger at Businesses Grow, and CEO of Schaefer Marketing Solutions - joins the show to discuss the biggest challenge facing marketers today: content saturation.

The Content Problem

Mark spent two years researching the answer to a critical question: in a world drowning in content, how do you create material that actually ignites? Over the past five years, content marketing has become widely accepted as a business strategy. The result is that if a company develops an Inbound Marketing GamePlan today, it is a step to keep up - not a step to get ahead. The world is becoming so noisy that simply producing quality content is no longer sufficient.

The Content Code

Mark’s book, The Content Code, lays out six strategies for helping content achieve visibility and impact in crowded channels. The framework addresses content ignition - the critical challenge of making content visible after it is created. Creating great content is only half the battle. The other half is ensuring it reaches the right audience.

Philosophy of Engagement

Mark approaches digital marketing with a philosophy of “love and respect” rather than intimidation or hard selling. The principle that people buy from people they know and trust guides his approach to training, workshops, and personalized coaching. He also favors flexible team models - building partnerships rather than maintaining full-time staff for client-specific needs.