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Episode 003 · Community · Marketing Strategy

Community Marketing Strategy

Community is one of the most overused and least understood words in marketing. This episode unpacks what it actually means.

Mit Mirja Schwartz, Community Strategy Expert

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Artwork for The Evergreen Playbook episode "Community Marketing Strategy" featuring Mirja Schwartz.

Show Notes

Mirja Schwartz joins David Göz to unpack community as a marketing and business strategy — not as a buzzword, but as a structural approach to building durable relationships.

What makes a community actually work? How do you go from audience to genuine participation? And why do most community-building efforts fall flat despite good intentions?

Community describes a group of people where you feel you belong. It's really important because presumably the best part of belonging is full participation.

— Mirja Schwartz

You need to experience values; otherwise, just by reading them, they mean totally nothing.

— Mirja Schwartz

Letting the inside out and the outside in. It's really important for brands and companies that they share stuff, that they are open for new trends, for new impulses.

— Mirja Schwartz

If you are able to articulate your vision in a really strong way, you will probably find a thousand people easy.

— Mirja Schwartz

The traditional idea of thinking about the needs of humans within Maslow's hierarchy needs to be rethought. They suggested extending that idea to build a level on top of that, which is to follow a greater mission beyond oneself as part of a group of people.

— David Göz

Das Playbook

Die zentralen Prinzipien aus diesem Gespräch.

  1. 1 Community starts with clear internal narrative
  2. 2 Belonging requires participation, not just consumption
  3. 3 Values must be experienced, not just declared
  4. 4 Build hybrid — online for breadth, in-person for depth
Vollständiges Playbook lesen

The Guest

Mirja Schwartz

Community Strategy Expert

Mirja is an expert in community strategy — an area of marketing that is widely discussed but rarely understood with real depth.