Watch the full webinar replay here: http://buzz.vocus.com/JayBaer?source=SM
Does your content generate reads, but not leads?
It might be because your initiative doesn’t have enough types of content, says Jay Baer of Convince & Convert. Your content marketing program needs both bricks and feathers to convince people to take action.
Feathers are the lightweight social and blog posts that attract customers. Bricks are the heavier content pieces that collect leads and drive conversion. Balance them both and turn content from a dead-end into a road to success.
Watch the full webinar replay to hear from Jay and learn how to:
-Map out your conversion journey
-Create a balance of bricks and feathers that drives results
-Measure the effectiveness of each piece of your content journey
About the Speaker:
Jay Baer is the New York Times best selling author of Youtility: Why Smart Marketing is About Help Not Hype. A digital marketing pioneer, Jay has consulted for more than 700 brands, including 30 of the FORTUNE 500. His firm, Convince & Convert works with mid-sized and large companies on social media and content marketing strategy, and produces a blog that’s been ranked as the #1 content marketing blog in the world by the Content Marketing Institute. Jay is also the host of the popular Social Pros podcast, and is an acclaimed keynote speaker.
Watch the full webinar replay here: http://buzz.vocus.com/JayBaer?source=SM
3. Jay Baer
Author of Youtility: Why
Smart Marketing is About
Help not Hype
Marketing Keynote
Speaker
Social Media and
Content Consultant and
Coach
4. Which Weighs More?
•5 pounds of feathers
•5 pounds of bricks
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5. What is a Feather?
•The tsunami of social and content that
envelops us all
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6. This is a Feather Twitter.com/Vocus
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7. This is a Feather ConvinceAndConvert.com
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8. This is a Feather Facebook.com/AtlanticCityNJ
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9. This is a Feather HungoverOwls.tumblr.com
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10. What is a Brick?
•The building blocks of digital
communication
•Longer, more in-depth content with
greater impact
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11. This is a Brick Vocus.com/blog/bricks-and-
feathers-jay-baer-ebook
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12. This is a Brick http://ar.gy/21Quotes
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13. This is a Brick blog.Qmee.com
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14. This is a Brick Youtube.com/user/immunoprecipi
tation
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19. We Need More Information Than Ever
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20. Barriers to Knowledge are Being Eliminated
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21. How Do You Fill the Information Gap?
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22. With Lots and Lots of Feathers
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23. River Pools Wins with Feathers
•1,000 + questions
answered
•105 pages
viewed, on average
•75% of sales are
virtual
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24. In B2B, 70% of the Decision is Made
BEFORE the Prospect Contacts
the Company
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25. Don’t be a 19 Year-Old Dude
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26. Feathers Alone Will Work.....If You Have
a Ton of Very Useful Feathers
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31. Understand the Buyer’s Journey
•Suspects
•Broad Audience
•Little Existing Knowledge
•Suspects Want to Know What Your Company
Knows
•Supply Suspects with Feathers
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32. Understand the Buyer’s Journey
•Prospects
•Have Supplied Personal Information
•They Need Information Tailored to Their
Circumstances
•Supply Prospects with Detailed Feathers, and
General Bricks (Webinars, videos)
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33. Understand the Buyer’s Journey
•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)
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
34. Understand the Buyer’s Journey
•Opportunities
•Customers Ready to Buy
•They Need Finishing Touches
•Opportunities Must be Taken Across the Finish
Line by a Real Person (sales)
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
35. 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
36. Bricks Should be a Youtility
•Marketing So Useful, People Would
Pay For It
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•Marketing that
Customers Want,
Instead of Marketing
the Company Needs
37. Youtility Lets You Market Sideways
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38. 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.
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
43. Getting Started
•Make a List of All Customer Questions
•Ask Customer Service
•Ask Operations
•Ask Sales
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44. Getting Started
•Make a List of All Customer Questions
•Ask Customer Service
•Ask Operations
•Ask Sales
•Ask CUSTOMERS!
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
45. For Each Customer Question,
Ask Yourself: “blog post, or bigger?”
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
46. For Each Customer Question,
Ask Yourself: “blog post, or bigger?”
Then create editorial calendar
and develop feathers + bricks
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47. How Many Feathers do you Need?
As Many as You Can Make.
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48. How Many Bricks Do You Need?
For Small/Medium
Business, Plan on 4-6 per Year
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49. Bricks and Feathers Comparison
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51. The Vocus Family
About Vocus
Vocus 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
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