Bricks and Feathers Content Marketing by Jay Baer

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Bricks and Feathers Content Marketing by Jay Baer

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Do you remember the trick question from grade school? Which weighs more, five pounds of bricks or five pounds of feathers? ...

Do you remember the trick question from grade school? Which weighs more, five pounds of bricks or five pounds of feathers?
As you may remember, they of course weigh the same. After all, five pounds is five pounds.
But in social media and content marketing, not all communication has the same heft or impact, and you need to produce communication of both the light and heavy varieties.
Read the full eBook here on how to properly use the bricks and feathers content marketing: http://www.vocus.com/blog/bricks-and-feathers-jay-baer-ebook/
Register for Jay Baer's hour-long webinar here to receive even more instruction: http://buzz.vocus.com/JayBaer?source=SM

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  • 1. Intro Which weighs more, five pounds of bricks or five pounds of feathers? They weigh the same - five pounds is five pounds. But in social media and content marketing, not all communication has the same impact, and you need to produce both light and heavy communication. 1
  • 2. What is a feather? Feathers are tweets, Instagram photos, status updatesand most blog posts. Like a feather, these content executions are lightweight. But a feather by itself is unlikely to have enough persuasive power to cause you to make a purchase. 2
  • 3. What is a brick? Bricks are the building blocks of digital communication. They have more heft, production value and relevancy. Bricks are webinars, infographicsand videos. Bricks have a lifespan that feathers do not, and are downloaded, saved or printed out. 3
  • 4. What are customers looking for and where? o Research from Sirius Decisions finds that in B2B scenarios, 70 percent of the purchase decision is made before the prospect ever contacts the company. The same goes for B2Cs. o In 2010, Google discovered that consumers across all categories needed 5.3 sources of information before making a purchase. In 2011, consumers needed 10.4 sources of information before making the same purchases. 4
  • 5. Feed the hyper-researchers Customers today are hyper-researching everything. Don’t make your prospects work too hard to determine whether you’re the right solution. Prospective customers need different pieces of information and have different questions at various stages of the purchase consideration cycle. 5
  • 6. Right tool for the job To maximize your chance of winning a customer, you should create different types of content that are appropriate for each stage in a buyer’s journey. 6
  • 7. Learn more about the bricks and feathers content approach, plus how to implement it, by downloading the free eBook here: Want more Jay Baer? Attend his hour-long Vocus webinar on Bricks and Feathers for Content Success on Wednesday, August 7 at 2 p.m. ET: buzz.vocus.com/JayBaer?source=SM