How Mark Schaefer Uses Content Marketing To Establish Authority

In this content marketing series, I am interviewing some of the most amazing bloggers and content creators, and digging into their preferences and processes so that we can all learn from their example.

Today’s interview is with an extremely thoughtful writer and speaker, Mark Schaefer. Mark’s blog {grow} is one of the top marketing blogs in the world and his careful thought leadership is sought after in keynotes and translated beautifully into a number of books, including Marketing Rebellion, Known, and his most recent triumph, Cumulative Advantage.

Mark is brilliant and thorough, and I can’t wait to share his insights with you, so let’s dive in.

What’s your poison? Blog or Video or Podcast? Why?

I’m devoted to blogging and podcasting. I’ve never been comfortable with video although people encourage me to do more.

Follow-up Question From Mike: “Why do you think that is? You think it has more to do with their preference for video content, or their opinion on what video might do for you? Or something else?”

I’m not comfortable with self-promotion and video seems to be more about “me” than a blog or a podcast, for example. Every time I do I video it feels like I’m saying, “Look at me! Look at me!” I know this is 100% in my head and I need to do more video! The main theme of my work is “The Most Human Company Wins” and there is no better way to come across fully as a human being than on video.

What has been your most successful piece of content marketing, and why? (Include link please!)

I’ve been fortunate to have many pieces go viral but a post I wrote in 2014 is still getting links every week today. I projected that the great increase in content production would eventually make it harder for some businesses to compete in the content marketing space, a concept I called “Content Shock.” This proved to be correct of course and Content Shock is now a pretty common industry term. I think my reputation is to point to future trends in an honest and compelling manner and this post was a good example.

How do you streamline your content creation process for efficiency and excellence?

I do a lot so I have to stay very disciplined and focused. There are three main drivers of my business. If I’m asked to do something out of those boundaries I either have to say no or I have to find a way to delegate the work. When it comes to content, I’m the same way. I schedule time to create like I would schedule anything else that is important to my life or business.

Where do you get your ideas for content marketing?

I’m inspired by so many things but a lot fo my content derives from questions people ask me.

RELATED: Track & Generate Ideas with the Ultimate Blog Planner

How do you, how do we put it… make money off this stuff?

I count on my content to build authority, reputation, and presence. I never sell through my content. I count on the fact that if I have a strong enough personal brand, people will hire me for speaking, consulting, and buy my books. It has worked os far! It’s nearly impossible to monetize content directly.

What would you say has been a defining moment in your career as a content creator?

There has not been one. I just keep doing a little better week by week. Success comes from consistent great work.

When it comes to content creation over the next year, what are your plans and intentions?

We are at a crossroads in the history of marketing and content. We will see more change in the next two years than the last 20. So I am re-thinking everything. Do not have a direction yet, but I think it is time for everybody to consider reinvention. I like to experiment, so you will certainly see some new things out of me soon.

Who is your favorite content creator and why?

Malcolm Gladwell. He is a master storyteller … and there is always a piece of data or research at the foundation of his ideas. He is definitely my biggest writing influence.

What’s the one takeaway you want to impart on someone who, let’s say, is a blogging or content marketing n00b. :)

The biggest problem is that people give up too soon. Success in this space is a long-haul game. Give yourself a couple years to see meaningful progress. Remember that everybody started at the bottom. I started my speaking career giving free talks to the Lions Club and local Chamber of Commerce. I was 48 when I wrote my first blog post. So just start, don’t give up, and never let your audience down.

You can read and subscribe to more of Mark’s fantastic content at{grow}, and be sure to follow him on Twitter!