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

1. Bricks + Feathers =
Content Success
with Jay Baer

2. Bricks & Feathers = Content Success

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

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

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

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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15. Live Poll
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16. Live Poll
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17. Feathers Drive Interest.
Bricks Drive Action.
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18. Feathers Drive Interest.
Bricks Drive Action.
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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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27. Live Poll
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28. Live Poll
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29. The Better Approach (Usually) is
to Combine a Few Bricks
with Many Feathers
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30. Different Content Answers
Different Questions
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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
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar

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

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
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar
•Marketing that
Customers Want,
Instead of Marketing
the Company Needs

37. Youtility Lets You Market Sideways
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar

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

39. Market Your Marketing
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar

40. Content is Fire.
Social Media is Gasoline.
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar

41. Live Poll
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar

42. Live Poll
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar

43. Getting Started
•Make a List of All Customer Questions
•Ask Customer Service
•Ask Operations
•Ask Sales
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar

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

47. How Many Feathers do you Need?
As Many as You Can Make.
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar

48. How Many Bricks Do You Need?
For Small/Medium
Business, Plan on 4-6 per Year
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar

49. Bricks and Feathers Comparison
Jay Baer | @Jay Baer | @Vocus | #VocusWebinar

50. Thanks for attending!
#VocusWebinar @vocus

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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