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The Role of Agencies in a World Where Paid Social Dominates

Authors: Eric Siu
Posted Under: Social Pros Podcast
Hosted By

Anna Hrach

Convince & Convert

Daniel Lemin

Convince & Convert

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

iTunes Reviews:

It wasn't enough that Jay Baer wrote a book, has an amazing blog and does amazing work -- he now had to add podcasting to his arsenal. Break a leg!


I started following Jay on Twitter about a year ago and have really appreciated the great content he has put out. This podcast goes above and beyond though, and really gets to the meat of what is going on in the social and digital media space. Keep up the good work @jaybaer!


This show is so good that I can't stop listening to it. Learn how to use social media and ecommerce to grow your business.


Thank you so much for providing this not only interesting show, but also fun!


Eric Siu, CEO of Single Grain, joins the Social Pros Podcast to discuss the evolving role of agencies in a marketing landscape dominated by paid social.

Please Support Our Sponsors:

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

How the Role of Agencies Is Evolving

The focus of most digital marketing agencies has changed drastically over the past few years, as older tools and strategies have given way to things like paid social media, live video, influencer marketing, and more. Eric Siu’s agency has rolled with these changes, continually innovating, to deliver the best support possible for its clients.
The days of saturating our audiences with content and seeing meaningful results are behind us. Instead, Eric urges clients to do more with less. Using a technique they call “content sprouting,” businesses can nurture and proliferate their best content for a greater impact, rather than attempting to “be everywhere.”
While it’s impossible to know what audiences will demand from brands in five years, Eric brings a treasure trove of experience-backed predictions to the table, along with recommendations for where businesses should focus their energy now.

In This Episode

  • 10:35 – What businesses should do less of when it comes to marketing.
  • 13:42 – What’s ahead for influencer marketing.
  • 15:32 – Why the future of live video as a marketing tool is bright.
  • 17:53 – Predictions on whether or not businesses will still be running organic social media in three years.
  • 19:12 – How Eric bought his marketing agency for just two dollars.
  • 23:30 – How a “content sprouting” technique helps you stay competitive in a content-saturated environment.

Quotes From This Episode

“The most important thing, I think, for agencies to differentiate themselves is to offer some sort of transformation.” — @ericosiu
Start with one seed first. If you're good at video, do video. If you're good at audio, do audio. If you like to write, go ahead and write. Click To Tweet
“Organic social isn’t going anywhere because communication isn’t going anywhere.” — @ericosiu


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