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How to deal with the existential crisis presented by AI
The other day a friend told me how she was planning to fight the encroachment of artificial intelligence tools replacing writing, graphic design, and other human creator skills. “It’s taking the heart...
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Marketing that works. Marketing that heals. The time is now.
Today, I am proud and excited to introduce my new book — my best work — and an unmissable idea for this tumultuous marketing era. It is time for the next phase of human-centered marketing. It is time...
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I just earned my first revenue from ChatGPT and other observations
Too short for a blog post, too cool to ignore, here are ten short observations on the marketing world worthy of your attention. Starting with … my first revenue from ChatGPT! 1. Revenue from ChatGPT I...
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Community-based marketing requires new leadership mindset
I was honored to have my friend Douglas Burdett, host of the glorious Marketing Book Podcast, talk to me about my new book Belonging to the Brand: Why Community is the Last Great Marketing Strategy....
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Unlocking the Power of Curated Content for Your Business
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...
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What is the ROI of a blue check mark?
On the latest episode of The Marketing Companion, I decided to take a deep dive into the nooks and crannies of social media marketing, and there’s nobody better to accompany me than marketing genius...
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Why leaked secret documents point to the future of social listening
The top headline in the U.S. this week was how a 21-year-old member of the Air National Guard was arrested for retaining and distributing classified national defense information through a social media...
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How to Design an AI Marketing Strategy
Today I’d like to move beyond the tips and tricks phase of AI and marketing (although that is still a lot of fun!) and provide something more advanced — how to design an AI marketing strategy. Let’s...
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How big is the creator economy? Three times larger than we thought!
I was perusing The Wall Street Journal and saw a headline that grabbed my attention: “Forget Retirement. Become a Social Media Star Instead.” The article recounts how “granfluencer” Linda Davis earned...
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A New Commercial Strategy: Creators and Community
Over the past few months, I’ve been immersed in projects and research that have reinforced the idea that creators and community are driving huge changes in commercial strategies. These new dynamics...
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How Shein and Temu threw a bomb at eCommerce conventions
When I dress for the day, the first question that enters my head is, “I wonder how old this shirt is?” So … I’m not a shopper. But I do love studying the marketing behind shopping trends, and there is...
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How do you measure the value of a brand community? Ten ideas.
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...
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The new influencers beat traditional advertising effectiveness
Pilot Ernie Meeks is one of the new influencers building trust for brands By Aaron Hassen, {grow} community member The most difficult job in marketing today is determining how to effectively connect...
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The ROI of creators: An inspiring influence marketing case study
Scottsboro, Alabama, (population 15,750) is a sleepy river town known for its First Monday craft fair, Payne’s Soda Fountain, and hot, muggy summers. It would not be considered a hotbed for influencer...
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What we learned about marketing in 2024
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...
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The end of brands, or the end of common sense?
A common click-bait technique is to write a blog post with “The death of …” in the title. I’ve learned to ignore these, but I’ve seen such an avalanche of headlines with some version of “the end of...
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The photo that changed my life (and maybe yours)
It was March 15, 2023, and I snapped a photo that changed my life. And I’ll explain how it can change your life, too. On that date, I was attending the annual SXSW festival in Austin, TX, and enjoying...
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The 10 biggest marketing challenges have nothing to do with AI
Are you tired of reading about AI? Me too. There’s a whole world of marketing disruption and opportunity to talk about, so let’s put GPT on pause for a moment and consider the State of the Nation and...
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