Author
Mark W. Schaefer
The marketing educator who argues that being known in your field is a skill anyone can practise.
1 book on BookYol
The story and the impact
Mark W. Schaefer is an American marketing consultant, author, speaker and educator. Before starting his own consultancy, Schaefer Marketing Solutions, he spent many years in sales, marketing and communications roles at Alcoa, the aluminium company. He has taught marketing at Rutgers University and writes a long-running marketing blog called {grow}.
His books follow the way digital marketing has changed: The Tao of Twitter and Return on Influence on social media and online influence, The Content Code on why some content spreads and most does not, Known on building a personal brand, Marketing Rebellion on the shift of power from companies to customers, and Belonging to the Brand on community. He also co-hosts The Marketing Companion podcast.
The signature
Schaefer writes as a practitioner who tries ideas out in public before he recommends them. His recurring theme is that the advantage now goes to people and companies who are human, consistent and useful over time, rather than loud. In Known that becomes a plain sequence of decisions (what to focus on, where to compete, what to publish, whom to serve) that an ordinary professional can work through.