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Crushing 11 Big Myths About Social Media and Content Marketing

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You think you know the best practices in social media and content marketing, but the truth may be different. Jay Baer crushes 11 big myths from the world's of social media and content marketing.

You think you know the best practices in social media and content marketing, but the truth may be different. Jay Baer crushes 11 big myths from the world's of social media and content marketing.

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  • 1. Reality Check Crushing the 11 Big Myths About Social Media and Content Marketing
  • 2. Jay Baer Digital marketing keynote speaker President of social/content consultancy Convince & Convert NYT Best-selling author
  • 3. Social and Content Myths Good News: we care about these topics a lot and we publish a lot of information about social and content Bad News: some of what we believe is wrong...it’s a myth Let’s crush those myths, shall we?
  • 4. My Customers Are Not Social Myth 1
  • 5. My Customers Are Not Social #11Myths| jaybaer | @joepulizzi Social media is air, not a lake * Pew Internet, May 2013
  • 6. Social Is Not Measurable Myth 2
  • 7. Social Is not measurable The problem isn’t measurability, the problem is what measurement matters If you want to track, do something trackable
  • 8. Social Is for creating new customers Myth 3
  • 9. Social is for creating new customers 84% of Facebook fans are current or former customers We “like” what we like * DDB, 2011
  • 10. Ignore Negative Feedback Myth 4
  • 11. Ignore negative feedback Silence is deafening Social media is a spectator sport
  • 12. Social will kill email Myth 5
  • 13. Social will kill email #11Myths| @jaybaer | @joepulizzi Email is required for social 77% of people prefer email for promotional messages Strategically, very similar *ExactTarget, 2012
  • 14. Company channels are most important in social Myth 6
  • 15. Company channels are most important in social ~37,000 official company connections (FB + Twitter) •  1,352 employees •  54% on FB (229 avg. friends) •  10% on Twitter (208 avg. followers) = 194,579 employee connections * Edison Research, 2012 | Pew Internet Research, 2012 | Beevolve, 2012
  • 16. Content = thought leadership Myth 7
  • 17. Content = thought leadership It’s okay (often desirable) to mix high effort (custom), medium effort (Q&A) and low effort (UGC) content Stop trying to be amazing, and start being useful
  • 18. Content = thought leadership It’s okay (often desirable) to mix high effort (custom), medium effort (Q&A) and low effort (UGC) content Stop trying to be amazing, and start being useful
  • 19. Content and social are separate initiatives Myth 8
  • 20. Content and social are separate initiatives You’re competing against EVERYTHING Social should be a discovery mechanism, not a press release
  • 21. Content should be about your products/services Myth 9
  • 22. Content should be about your products/services Transcend the transactional, and use content to market SIDEWAYS
  • 23. Too much content will give away your secrets Myth 10
  • 24. Too much content will give away your secrets When everyone has access to information, you cannot hide A list of ingredients doesn’t make someone a chef
  • 25. The rules are different in b2b Myth 11
  • 26. The rules are different in b2b * CMI/MarketingProfs, 2012
  • 27. The rules are different in b2b * CMI/MarketingProfs, 2012
  • 28. The rules are different in b2b B2B and B2C content marketing differs ONLY in: •  Tactics (some) •  Sales Funnel •  Measurement (some)
  • 29. Jay Baer Digital marketing keynote speaker President of social/content consultancy Convince & Convert NYT Best-selling author ConvinceAndConvert.com
  • 30. Thanks to: (monsters)

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