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
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
This is a Feather Twitter.com/Vocus
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
This is a Feather ConvinceAndConvert.com
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
This is a Feather Facebook.com/AtlanticCityNJ
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
This is a Feather HungoverOwls.tumblr.com
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
What is a Brick?
•The building blocks of digital
communication
•Longer, more in-depth content with
greater impact
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
This is a Brick Vocus.com/blog/bricks-and-
feathers-jay-baer-ebook
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
This is a Brick http://ar.gy/21Quotes
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
This is a Brick blog.Qmee.com
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
This is a Brick Youtube.com/user/immunoprecipi
tation
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Live Poll
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Live Poll
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Feathers Drive Interest.
Bricks Drive Action.
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Feathers Drive Interest.
Bricks Drive Action.
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
We Need More Information Than Ever
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Barriers to Knowledge are Being Eliminated
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
How Do You Fill the Information Gap?
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
With Lots and Lots of Feathers
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
River Pools Wins with Feathers
•1,000 + questions
answered
•105 pages
viewed, on average
•75% of sales are
virtual
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
In B2B, 70% of the Decision is Made
BEFORE the Prospect Contacts
the Company
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Don’t be a 19 Year-Old Dude
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Feathers Alone Will Work.....If You Have
a Ton of Very Useful Feathers
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Live Poll
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Live Poll
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
The Better Approach (Usually) is
to Combine a Few Bricks
with Many Feathers
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Different Content Answers
Different Questions
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Understand the Buyer’s Journey
•Suspects
• Broad Audience
• Little Existing Knowledge
• Suspects Want to Know What Your Company
Knows
• Supply Suspects with Feathers
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
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)
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
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
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
Suspects• Feathers
• Blog
• Social
Prospects
• Bricks and Feathers
• Blog
• Webinars
• Videos
• Infographics
Leads• Bricks
• White papers
• eBooks
• Configurators
Opportunities• People
• Phone
• Face-to-Face
Bricks Should be a Youtility
•Marketing So Useful, People Would
Pay For It
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
•Marketing that
Customers Want,
Instead of Marketing
the Company Needs
Youtility Lets You Market Sideways
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
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
Market Your Marketing
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Content is Fire.
Social Media is Gasoline.
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Live Poll
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Live Poll
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Getting Started
•Make a List of All Customer Questions
• Ask Customer Service
• Ask Operations
• Ask Sales
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Getting Started
•Make a List of All Customer Questions
• Ask Customer Service
• Ask Operations
• Ask Sales
• Ask CUSTOMERS!
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
For Each Customer Question,
Ask Yourself: “blog post, or bigger?”
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
For Each Customer Question,
Ask Yourself: “blog post, or bigger?”
Then create editorial calendar
and develop feathers + bricks
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
How Many Feathers do you Need?
As Many as You Can Make.
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
How Many Bricks Do You Need?
For Small/Medium
Business, Plan on 4-6 per Year
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
Bricks and Feathers Comparison
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
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
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