2. About Youtility
The difference between helping and selling is just two letters.
But those two letters are critically important to your company’s
success. If you’re wondering how to get more attention and
how to make your products seem more exciting online,
you’re asking the wrong question.
You’re not competing for attention only against other, similar
products. You’re competing for attention against your customers’
closest friends and family members, and against viral videos and
cute puppies. To win in this hyper-competitive environment, you
must ask a different question: “How can we help?”
It’s a new approach that cuts through the clutter: marketing
that is truly, inherently useful. If you sell something, you
make a customer today, but if you genuinely help someone,
you create a customer for life. This is Youtility.
Drawing from his experience consulting for more than 700
brands, and rich with case studies and examples, in Youtility
Jay Baer provides a groundbreaking recipe for how to use
information and helpfulness to transform the relationship
between companies and customers.
Youtility is a new marketing framework for the age of
3. “Youtility is marketing upside down. Instead of
marketing that’s needed by companies, Youtility is
marketing that’s wanted by customers. It’s massively
useful FREE information, that creates long-term trust
and kinship between a company and its customers.”
— Jay Baer
4. “If you create something that somebody would pay for,
but you give it away, not only are you building trust and
a debt of gratitude but you shock them into sharing it.
They share not only the asset itself, which is inherently
valuable to the brand, but they share the fact that they
are surprised that a brand would just give it to them
and not try to sell them along the way.”
— Joe Chernov, Kinvey
About Joe Chernov
Joe Chernov is the Vice President of Marketing at cloud backend development company Kinvey. Prior
to his appointment at Kinvey, he ran Eloqua’s content marketing, where the Content Marketing Institute
named him Content Marketer of the Year. He has created a number of award-winning graphics, videos,
and infographics in partnership with creative agency JESS3, and he regularly contributes his thought
leadership to outlets like Mashable and the Content Marketing Institute.
5. “In most companies, creating marketing that
customers want is a colossal shift from the norm and,
even though they want to do it, psychological and
operational barriers stand in the way. Making your
company inherently useful without expecting an
immediate return is in direct opposition to the
principles of marketing and business deeply
ingrained at all levels.”
— Jay Baer
6. About Marcus Sheridan
Marcus Sheriden passionately speaks and writes about business and marketing on his blog, The Sales
Lion, which is full of business, sales, marketing, and personal development consideration. Before The
Sales Lion, he used the principles of inbound and content marketing to build the most trafficked
swimming pool website in the world: River Pools and Spas. Although he still owns his swimming pool
company, he now spends most of his time delivering inspirational and educational presentations on
the power of social media and inbound/content marketing. His book Inbound and Content Marketing
Made Easy is available for free download.
“When it comes down to it, Youtility isn’t about changing
your marketing, it’s about changing your mindset.”
— Marcus Sheridan, River Pools & Spas
7. About Joe Pulizzi
Joe Pulizzi is founder of the Content Marketing Institute and Junta42. Joe evangelizes content marketing
around the world through keynotes, articles, tweets, and his books, Managing Content Marketing and
Get Content Get Customers. His newest book, Epic Content Marketing, will be available in September
2013. If you want to get on his good side, send him something orange. For more on Joe, check out
his website at JoePulizzi.com or follow him on Twitter at @juntajoe.
“You can build the platform where you become the
trusted expert. If a company had more people thinking
about that instead of focusing on the product,
it would open up all kinds of opportunities.”
— Joe Pulizzi, Content Marketing Institute
8. “Even with so many new tools like Facebook,
Twitter and beyond, few businesses are actually
doing anything markedly different than they used to.
Facebook is a fancy photo scrapbook and Twitter is
often just a tiny press-release machine. It’s the same
shouting with a different megaphone.”
— Jay Baer
9. About Amy Treanor
Amy Treanor is Senior Vice President and Director of Operations for Edelman Square, the center for
intellectual capital at the world’s largest PR firm, Edelman. Amy was the Director of Strategic Planning
for StrategyOne (now Edelman Berland), where she directed research programs for clients such as Pfizer,
Huggies, Telstra, and Raytheon. Prior to re-joining Edelman in 2011, Amy was a Senior VP at LCG, where
she managed projects across a wide range of industries. Edelman Square releases the Edelman Trust
Barometer, a major annual global study of trust in institutions, industries, and leaders.
“Trust has never been more important as a corporate
asset, and it needs to be managed for people to believe
the information you’re putting out.”
— Amy Treanor, Edelman Square
10. About Joel Yashinsky
Joel Yashinsky works for McDonald’s Canada as the Chief Marketing Officer and Senior VP of Marketing
and Consumer Business Insights. As CMO, Joel leads a national marketing team and various agency
partners to build consumer connection to the brand. McDonald’s Canada has seen significant growth
in market share and brand health during his tenure, including the launch of McCafé in November
2011. His innovative “Our Food. Your Questions.” campaign in 2012 received numerous accolades for
its success in the digital and social networking landscape.
“If you have a good story to tell, tell it in a way
that’s authentic conversation with the customer.
You can’t just preach to the customer. You have to
engage them, so that they can come to learn and
believe it, and build that trust with you.”
— Joel Yashinsky, McDonald’s Canada
11. “In the same way our generation takes electricity
for granted, younger people today take the Internet
for granted. Because they grew up with it, they have
no reason not to trust the information they find there.
We used to talk to a real person as a first step; now it’s
the last resort. Customers are ninjas, stealthily
evaluating you right under your nose.”
— Jay Baer
12. About Brian Halligan
Brian Halligan is CEO and Co-Founder of HubSpot, a marketing software company that helps businesses
transform the way they market their products. He is a Senior Lecturer at MIT, where he teaches
Entrepreneurial Product Development and Marketing. He is the author of two books: Marketing Lessons
from the Grateful Dead and Inbound Marketing: Get Found Using Google, Social Media, and Blogs. He
was named an Ernst & Young Entrepreneur of 2011 – New England. In his spare time, he sits on a few
boards of directors, follows his beloved Red Sox, goes to the gym, and is learning to play guitar.
“I started my career as a sales guy in the nineties,
when the funnel was controlled by the sales rep. who
had all the information the prospect wanted, including
pricing and discount options. Now 90 percent of it has
swung to marketing. It’s self-service and you need to
be very, very helpful to see to the top of the funnel.
The game has changed a lot.”
— Brian Halligan, HubSpot
13. About Gord Hotchkiss
Gord Hotchkiss is Chief Strategy Officer of Mediative, formerly Enquiro. He and the research team at
Mediative have built a solid reputation as the leading experts in understanding not only what happens
on a search portal, but also why. Gord’s voracious personal curiosity extends into areas as diverse as
neurology, psychology, genetics, sociology, and anthropology, always with the goal of understanding
why we do the things we do (and, of course, what that means for marketing strategy). Gord is also a
columnist for MediaPost and Search Engine Land, a regular presenter at industry shows, and a popular
“As expectations on the consumer side rise, companies
embrace them and start becoming more forthcoming
with information, and providing functionality online . . .
which again raises consumer expectations. It almost
becomes an arms race between the company and
— Gord Hotchkiss, Mediative
14. “Youtility doesn’t overcome all other product
and price dynamics, but it gives the brand that
extra edge, the tiebreaker that allows it to
ultimately sell more by ‘selling’ less.”
— Jay Baer
15. About Lee Odden
Lee Odden is the author of Optimize: How to Attract and Engage More Customers by Integrating
SEO, Social Media and Content Marketing. He is also a speaker, blogger, consultant, and the CEO of
TopRank Online Marketing, which specializes in a 360 degree approach to growing new business and
enriching both brand and community engagement online. Cited by the Wall Street Journal, the New
York Times, The Economist, and Forbes, he is an active international speaker on digital marketing and
PR topics for conferences and corporate events. He is also editor of Online Marketing Blog, one of the
most popular marketing blogs on the web.
“You have to empathize with your target audience
in three ways: how they discover information, their
preferences for consumption – which drills down into
channels, devices and content – and what motivates
them to take action.”
— Lee Odden, TopRank
16. About Ann Handley
Ann Handley is a veteran of creating and managing digital content to build relationships for orga-
nizations and individuals. Ann is the co-author of the best-selling Content Rules: How to Create Killer
Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business
(Wiley, 2011). Currently she works as the Chief Content Officer of MarketingProfs and also contributes
to Entrepreneur Magazine, the Huffington Post, American Express OPEN Forum, and Mashable.
“A lot of companies survey their customers and find out
what their pain points are, and they get a sense of what
they should be creating content about - but they don’t
think about how they are consuming content, and how
they like to be communicated with.”
— Ann Handley, MarketingProfs
17. About Mike Corak
Mike Corak is the Executive Vice President of Strategy at digital marketing agency Ethology, leading
the strategic planning efforts for the its largest clients. He is also the co-founder of Digital Marketing
Strategy. Previously, Mike led the strategic planning practice and account management efforts at Off
Madison Ave. A frequent blogger and speaker and an active member of the digital marketing
community, Mike’s passion is interactive marketing. Mike’s developed and implemented winning
digital and integrated strategies for hundreds of companies over his 12 year career, including the
likes of Coca Cola, ConAgra Foods, FedEx, and Nike.
“Most companies that have a social monitoring tool
are using it for brand listening and sentiment analysis.
It’s very rare to see listening around the broader topics
that impact the company and its customers.”
—Mike Corak, Ethology
18. About Robert Rose
Author, Speaker, and Chief Troublemaker at Big Blue Moose, Robert Rose’s focus and passion is to
help marketers become stellar storytellers. Robert also serves as Strategist in Residence and brand
advisor for the Content Marketing Institute and Senior Contributing Analyst for Digital Clarity Group.
Robert co-authored Managing Content Marketing, which spent two weeks as the top marketing book
on Amazon. He is also a featured writer and guest blogger for iMedia. Robert lives and plays in
Los Angeles with his beautiful wife Elizabeth and their golden doodle Daisy.
“You start with the story, and then you figure
out what the best mechanism for telling it is.
It will either be a play, a screenplay, a television
show, or a novel. It cannot be all of those things.
Youtility is no different.”
— Robert Rose, Content Marketing Institute
19. About C.C. Chapman
C.C. Chapman is a modern-day renaissance man who lives every day to inspire others to do their best.
He is the author of the book Content Rules (Wiley 2010) and founder of Digital Dads. As a consultant,
C.C. helps a variety of clients embrace all forms of new media and online marketing to take their
campaigns to the next level. He was one of the first professional podcasters and continues to share his
knowledge and insights on the popular Managing the Gray. He is a graduate of Bentley University and
lives outside of Boston with his loving wife and family.
“People just jump right to ‘We’re going to create
this really cool thing and put it out there and
people are going to magically find it.’ You have
to market your marketing.”
— C.C. Chapman, Content Rules
20. About Greg Ng
Gregory Ng is the Frozen Food Master and founder of frozen food review web show Freezerburns.
He has developed effective, results-driven marketing programs for Global Fortune 1000 clients with
an expertise in the high tech and financial verticals. Since 2003, Gregory has received over 40 awards
for his direct marketing campaigns. His articles and reviews have been covered by top tech and Apple
websites, including the New York Times and Wired’s Gadget Lab. He is currently VP, Creative at Brooks
Bell Interactive, an online direct marketing agency. He is also a husband, father of three, former Elvis
impersonator, and lover of soy lattes.
“Youtility is a marathon, not a sprint. My goal for
year one was to own the niche, and my return was
twenty-three cents an hour. It wasn’t really until the
end of year two when I decided to start monetizing.”
— Greg Ng, Freezerburns
21. About Michael Brenner
Michael Brenner is Senior Director of SAP Global Marketing where he leads content strategy and
serves as the Managing Editor for the SAP Business Innovation thought leadership site. He is also the
author of B2B Marketing Insider, a contributor to Forbes, and a frequent speaker at industry events
covering topics such as marketing strategy, social business, content marketing, digital marketing,
social media, and personal branding.
“It’s a crusade to get an entire employee base
participating in the content development process, but
the content we produce is going to help us engage with
new customers, grow new business. You need to get every
employee on that bandwagon, and cross the line from
enablement to encouragement.”
— Michael Brenner, SAP
22. About Seth Porges
Seth Porges is a science and technology journalist and television commentator. He has previously worked
as a senior editor at Maxim, an editor at Popular Mechanics, a technology consultant at Bloomberg
News, and as a writer for TechCrunch. He is also the creator of Cloth, an iOS fashion app that allows
users to save, categorize, and share photographs of their outfits. In 2011, he led a Twitter campaign
that succeeded in causing Chipotle to list the presence of bacon in its pinto beans and was named
one of the New York Observer’s “50 Media Power Bachelors” later that same year.
“Technologies change, people change, users change.
You have to be there to adapt to it or else you will be
making cassettes when the CD comes around.”
— Seth Porges, Cloth mobile app
23. “For the first time, companies have to compete
on the very same turf as our family and friends,
using the very same tools, technologies, media and
messaging as consumers. They are invading the
spaces we are using to connect personally.”
— Jay Baer