jay baer bricks and feathers content marketing vocus webinar

Bricks + Feathers =

Content Success with Jay Baer

Bricks & Feathers = Content Success

Jay Baer

Author of Youtility: Why

Smart Marketing is About

Help not Hype

Marketing Keynote

Speaker

Social Media and

Content Consultant and

Coach

Which Weighs More?

•5 pounds of feathers

•5 pounds of bricks

Jay Baer | @Jay Baer | @Vocus | #VocusWebinar

What is a Feather?

•The tsunami of social and content that

envelops us all


This is a Feather Twitter.com/Vocus


This is a Feather ConvinceAndConvert.com


This is a Feather Facebook.com/AtlanticCityNJ


This is a Feather HungoverOwls.tumblr.com


What is a Brick?

•The building blocks of digital

communication

•Longer, more in-depth content with

greater impact


This is a Brick Vocus.com/blog/bricks-and-

feathers-jay-baer-ebook


This is a Brick http://ar.gy/21Quotes


This is a Brick blog.Qmee.com


This is a Brick Youtube.com/user/immunoprecipi

tation


Live Poll


Feathers Drive Interest.

Bricks Drive Action.


We Need More Information Than Ever


Barriers to Knowledge are Being Eliminated


How Do You Fill the Information Gap?


With Lots and Lots of Feathers


River Pools Wins with Feathers

•1,000 + questions

answered

•105 pages

viewed, on average

•75% of sales are

virtual


In B2B, 70% of the Decision is Made

BEFORE the Prospect Contacts

the Company


Don’t be a 19 Year-Old Dude


Feathers Alone Will Work.....If You Have

a Ton of Very Useful Feathers


Live Poll


The Better Approach (Usually) is

to Combine a Few Bricks

with Many Feathers


Different Content Answers

Different Questions


Understand the Buyer’s Journey

•Suspects

• Broad Audience

• Little Existing Knowledge

• Suspects Want to Know What Your Company

Knows

• Supply Suspects with Feathers



•Prospects

• Have Supplied Personal Information

• They Need Information Tailored to Their

Circumstances

• Supply Prospects with Detailed Feathers, and

General Bricks (Webinars, videos)



•Leads

• Prospects That Meet Defined Criteria

• They Need Information Tailored Even More to

Their Specific Needs

• Supply Leads with Detailed Bricks (white

papers, ebooks, comparison tools)



•Opportunities

• Customers Ready to Buy

• They Need Finishing Touches

• Opportunities Must be Taken Across the Finish

Line by a Real Person (sales)


Suspects• Feathers

• Blog

• Social

Prospects

• Bricks and Feathers

• Blog

• Webinars

• Videos

• Infographics

Leads• Bricks

• White papers

• eBooks

• Configurators

Opportunities• People

• Phone

• Email

• Face-to-Face

Bricks Should be a Youtility

•Marketing So Useful, People Would

Pay For It


•Marketing that

Customers Want,

Instead of Marketing

the Company Needs

Youtility Lets You Market Sideways


Be a Digital Dandelion

• Of All the Places Your Bricks Could Live, Your

Website Probably Has the Least Visibility

• Your Site is the Stem, Other Sites Are the Seeds:

• YouTube

• SlideShare

• Scribd

• Guest blogging, etc.


Market Your Marketing


Content is Fire.

Social Media is Gasoline.


Live Poll


Getting Started

•Make a List of All Customer Questions

• Ask Customer Service

• Ask Operations

• Ask Sales


Getting Started

•Make a List of All Customer Questions

• Ask Customer Service

• Ask Operations

• Ask Sales

• Ask CUSTOMERS!


For Each Customer Question,

Ask Yourself: “blog post, or bigger?”


For Each Customer Question,

Ask Yourself: “blog post, or bigger?”

Then create editorial calendar

and develop feathers + bricks


How Many Feathers do you Need?

As Many as You Can Make.


How Many Bricks Do You Need?

For Small/Medium

Business, Plan on 4-6 per Year


Bricks and Feathers Comparison


Thanks for attending!

#VocusWebinar @vocus

The Vocus Family

About VocusVocus is a leading provider of cloud marketing software that helps

businesses reach and influence buyers across social networks, online and

through media. Vocus provides an integrated suite that combines social

marketing, search marketing, email marketing and publicity into a

comprehensive solution to help businesses attract, engage and retain

customers. Vocus software is used by more than 120,000 organizations

worldwide and is available in seven languages. Vocus is based in

Beltsville, MD with offices in North America, Europe and Asia. For further

information, please visit http://www.vocus.com or call (800) 345-5572

PR Suite | Marketing Suite Online News Releases Publicity Facebook Apps Email Marketing

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http://www.vocus.com/

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