Why Community Is The Last Great Marketing Strategy written by John Jantsch read more at Duct Tape Marketing
Marketing Podcast with Mark Schaefer
In this episode of the Duct Tape Marketing Podcast, I interview Mark Schaefer. Mark is a globally-recognized keynote speaker, college educator, marketing consultant, and author of books such as Marketing Rebellion – Cumulative Advantage, and Belonging To The Brand: Why Community Is The Last Great Marketing Strategy.
Mark Schaefer argues that brand communities are the future of marketing strategy. In this episode, he highlights the major benefits of building community from a marketing perspective and the role they play in the world of business.
Questions I ask Mark Schaefer:
- [2:03] What’s the difference between community and audience/customers?
- [3:45] Would you say you don’t have community if people aren’t talking to each other?
- [6:08] Would you say there are very few people that have actually activated a community in the way you’re talking about as a marketing strategy?
- [8:18] There’s a real hunger nowadays for community wouldn’t you say?
- [12:01] You actually introduce a new idea that I hadn’t heard of but it’s the genesis of a business being community-based. That this is actually how it starts as opposed to it being a bolt-on channel – could you talk more about this idea
- [14:26] Why do you call this book the last great marketing strategy?
- [16:32] You suggest that if you don’t start your community with purpose first, you’re doomed to fail right out of the gate. Could you expand on that idea
- [19:38] Talk a little bit about the technology aspect of a community from a practical standpoint – how does community management play into this?
- [22:43] Where can more people learn about your work?
More About Mark Schaefer:
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Duct Tape Transcript
John Jantsch (00:00): This episode of the Duct Tape Marketing Podcast is brought to you by Outbound Squad, hosted by Jason Bay and brought to you by the HubSpot Podcast Network. The audio destination for business professionals host Jason Bay, dives in with leading sales experts and top performing reps to share actionable tips and strategies to help you land more meetings with your ideal clients. In a recent episode called Quick Hacks to Personalize Your Outreach, he speaks with Ethan Parker about how to personalize your outreach in a more repeatable way. Something every single one of us has to do it. Listen to Outbound Squad, wherever you get your podcasts. Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch. My guest today is Mark Schaefer, a globally recognized keynote speaker, college educator, marketing consultant, author of books such as The Marketing Rebellion and Cumulative Advantage. But we’re gonna talk about his latest book today, belonging to the Brand, why Community is the Last Great Marketing Strategy. So Mark, welcome back to the show.
Mark Schaefer (01:17): Thank you, John. I love writing new books cuz it’s an excuse to talk to you. .
John Jantsch (01:22): . Well, I think this is at least your third appearance, if not Martha,
Mark Schaefer (01:25): At least. At least. Yeah. Yeah. And thankfully we do get a chance to talk to each other, you know, once in a while in between, but it’s always nice seeing
John Jantsch (01:33): You. That’s right. I did run into you recently. Where in Boston? Marketing? Boston.
Mark Schaefer (01:39): Oh, Maine.
John Jantsch (01:40): Oh, well is it been that long?
Mark Schaefer (01:42): I think it might have been Maine, yeah.
John Jantsch (01:44): Oh, okay. I thought we ran into each other at a, at another, another event more recent than that. That seems like eons ago. That was like pre covid.
Mark Schaefer (01:51): Well, that was pre Covid.
John Jantsch (01:53): , yeah. That’s gonna, that’s gonna be the new like, like BC and AD now it’s gonna be pre Covid, post Covid. I don’t know. All right, let’s get into your book. Um, first off, I want to get a definition what’s, I mean, what’s the difference between community and like audience or even customers?
Mark Schaefer (02:09): Yeah. Well I think that’s an important janan one I hit right up front in, in the book. You know, I think there a lot of people might have a blog or a podcast and they say, this is my community, but it’s really not. It’s an audience and that’s fine. There’s nothing wrong with that. I look, I owe a lot to my audience. I have a deep emotional connection with my audience, but it’s one way. Mm-hmm. Scroll back to top
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