If you’ve ever read the bestselling book “The Tao of Twitter” by Mark Schaefer then you already know that he is an author, seasoned marketer and must-see international speaker. Schaefer stopped by to chat with social media expert Joel Comm about his new book titled “The Content Code – Six Essential Strategies for Igniting Your Content, Your Marketing and Your Business“.
Schaefer wanted to know what makes something stand out in a world that is so saturated with messages, and his humble demeanor makes it easy to see that he puts a lot of time and effort into finding the right answer.
“I think we’re in the most difficult period to be a marketer ever, and I’ve been in marketing for 30 years,” Schaefer told Comm. “There is so much content density, so much fragmentation and so many channels. We’re facing this incredible, menacing wall of noise. So fully for the last two years I’m been obsessed with this idea, ‘What do we do about it?'”
Schaefer realized that the economics of social media is in content sharing. However, it doesn’t create value unless the content moves.
“Most people don’t share content,” said Schaefer. “It’s an intimate act. Everybody has a personal brand but not everybody has a ‘heroic brand.'”
Heroic brands transcend content according to Schaefer, citing Brian Solis as a prime example of this. He says creating content that moves can be hard work but he expounds on what a heroic brand means, gives some examples and explains how you can achieve it in his new book.
“This is a book about hope, it’s hard to be in marketing … [but] you can do it … you can follow these strategies and make money,” finished Schaefer.
For more on heroic brands, grab Schaefer’s book “The Content Code” !