I recently wrote that we are heading into an Era of Unintended Consequences because it might take years to really see how millions of small and large post-pandemic changes in our customers impact our world and businesses. One of my projections of the “new normal” is that there will be even more importance of personal brands in the coming years.

What does this have to do with the pandemic? Read on …

Trends impacting the importance of personal brands

Before we go too far down the road here, let me emphasize that if you roll your eyes when anybody mentions “personal brand” you need to reassess reality…


I’ve had some amazing experiences connecting to young students and entrepreneurs over the past weeks and several of them asked me this question: How do you monetize your content?

The very short answer is: You probably can’t.

At least not directly.

But lots of valuable revenue can come from content indirectly and I’m living proof of that. Let’s have a content monetization throw-down today.

The challenge of direct

Here are all the ways I can think of that you can directly monetize online content — meaning that you create something in writing, video, audio, or visually (like Instagram), and you are paid directly for…


I’ve recently done a few experiments in influencer marketing that exposed an important shift in how we must view and assess content creators. In fact, today I will contend that there is a significant new dynamic changing the very fundamental nature of influencer strategy.

Let’s start at the beginning and think about what influencer strategy has been, and then examine what it is becoming.

Three types of influencers

If you study influencer marketing as I do, you can boil influencers down to three strategic tiers. Some people say there are 12 or even 15 types of influencers, but I think that is unnecessarily complicated…


Fun fact: Bloomberg keeps a “ wealth index” of the 100 richest people in the world. Ten of those individuals had no apparent headstart in life — they were born into poverty and didn’t have a college education. In my book Cumulative Advantage, I describe how all 10 of them took the same path to success. Indeed, it is a prescription for how we should all look at strategy and increasing our odds of success today.

What I discovered is that simply having a good idea is not enough to break through. …


I recently had an experience that reminded me of how we often overthink marketing. I observed our marketing discipline in a refreshingly simple form and wanted to share it with you.

I took some time off in Florida recently and spent a sleepy Saturday morning at an outdoor farmer’s market. This wasn’t your typical market filled with produce — it was around the town square of an extremely wealthy enclave of homes. Remember … I was VISITING! This was way out of my league.

My wife became preoccupied with some jewelry, and I was bored, so I started a conversation…


The cookie apocalypse rolls on, threatening our personalization and targeted ad efforts.

Google said it will block third-party cookies in Chrome soon, and that it won’t support any of the industry proposals for replacements.

This is something I predicted in my book Marketing Rebellion. Any time marketers take advantage of consumers, the consumers will revolt, and they will eventually win. The privacy moves by Apple and Google are simply a response to the inevitable.

There’s a lot at stake — online advertising is a $300 billion business and it pays for half the web!

My friends at SoloSegment recently produced…


I have written nine books and with each project, I grow and learn in extraordinary ways. I research, study, and write for two years. It’s like getting a new degree.

Since I have a smart global audience, it’s important for me always write in a manner that is clear and respectful to a diverse group of business professionals. I work so extremely hard on my books and I never want to see a review that says, “Mark is a great writer but the big dummy forgot about XYZ …”

So to make sure my work is thorough, complete, and relevant…


The people of the world have been whacked out by the fear, grief, and upheaval of a pandemic. Some of the consequences are obvious. We’ve learned new ways to work, shop, learn, connect, date, work out, and entertain ourselves, to name a few. But perhaps our marketing future will be determined by unintended consequences we can’t fathom at the moment.

It is going to take a long time to sort out what goes back to normal and what new norms transcend the pandemic. I’d like to want to share a weird little story that illustrates a much more subtle, and…


Today I would like to riff on a quote I saw the other day on LinkedIn. In fact, I would like to blow it apart. Here it is:

“When you strip everything away, marketing is the business of creating memories. This is how we create value for organizations.”

This quote came from a very well-respected senior marketing executive and it shows why I believe marketing is so lost today. Let me explain why.

The marketing fizz

Have you ever noticed the colored pull tabs on a can of soda or beer? They add a little splash of fun and color to an otherwise…


Is it just my imagination or is the topic of imposter syndrome being discussed everywhere these days?

Perhaps it’s the stress and insecurity of these COVID days or the new pressure to perform on so many social media channels, but there has been a lot of content on this topic lately.

Imposter syndrome refers to an internal experience of believing that you’re not as competent as others perceive you to be. It usually means you feel less worthy in social and public situations. Perhaps you may feel paralyzed to show up in an authentic and meaningful way.

The other day…

Mark Schaefer

Keynote speaker, strategy consultant, Rutgers University marketing faculty and author of 9 books including KNOWN, Marketing Rebellion, and Cumulative Advantage.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store