Blogging is a great way to reach your online audience and promote your products and services. It helps you to establish your authority in the niche you have chosen.

MarketingProfs has published a new podcast episode ‘Born to Blog’ featuring renowned author Mark Schaefer.

Kerry O’Shea Gorgone says, “Mark W. Schaefer has written three books, including best-sellers Return on Influence and The Tao of Twitter. He is also the executive director of Schaefer Marketing Solutions and the organizer of Social Slam, an annual social media conference. His marketing blog, {grow}, has won numerous international awards, and it was named one of Advertising Age’s Power 150, which ranks the top 150 English-language marketing blogs in the world.

I invited Mark to Marketing Smarts to discuss his recent book, co-authored with Stanford A. Smith, Born to Blog.

Here are just a few highlights from our conversation.

Blogging is imperative now that consumers live on the social Web, but many companies are still getting it wrong (6:15): “The biggest challenge I see for the enterprise-level blog is that companies have been conditioned for decades to advertise, and that’s what they’ve been rewarded for, and that’s so easy: You give money to an advertising agency, then you step back and wait for something to happen”.

Born to Blog: Author Mark Schaefer Talks to Marketing Smarts

MarketingProfs

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