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Welcome to the fifteenth episode of the Marketing Nation Podcast, presented by Marketo and hosted by Marketo’s Digital Marketing Evangelist, DJ Waldow.
Jay Baer joins the Marketing Nation this week to chat with DJ about what makes social media marketing effective, the magic of video, and what Youtility means for businesses that are creating content.
Jay is an author, speaker, podcast host, and social media marketing consultant who has written two books in the last few years, one of which was a New York Times best-seller. In this book, he discusses the notion of “Youtility,” which is marketing that is so inherently useful that people would pay for it. While other tactics like emotion and humor can sometimes be effective in creating new customers and developing loyalty, providing information that is actually useful will work every time.
Marketing today is undergoing a massive transformation, says Jay, and the ability to self-serve your media to fans and followers are going to cause businesses to completely change their approach to marketing and content. Also, the rise of visual communications like video, photo, and graphics has caused the great social media marketer to be less concerned with the written word and more with the visual thinking.
Jay believes that a picture really is worth a thousand words, partly because photos are easier to digest with today’s fast-paced consumer and partly because more audiences are consuming content from mobile devices and applications.
Do these kinds of visual content take away from the written word? While it’s a little scary that photos are taking the place of writing in some cases, Jay doesn’t think words are completely replaceable. Instead, it’s more about finding a way to create “hybrid” content that mixes visuals with words for a compelling story.
DJ is always wondering about the use of video in marketing, so he asked Jay what he thought. “Video is magic!” says Jay, but bad video can be tragic for a brand. That’s because video feels worse than a bad photo or blog post or infographic. Plus, now that the “Twitterization” of media has driven everything toward brevity, creating a compelling video that’s under a minute long takes a serious amount of skill.
In his shout out and plug of the day, Jay recognizes his co-host of the Social Pros Podcast, Jeff Rohrs. Jeff is the VP of Marketing at ExactTarget and recently released his new book, Audience: Marketing in the Age of Subscribers, Fans, and Followers.
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Jay Baer, the president of Convince & Convert, has worked with 30 of the FORTUNE 500 brands, including Nike, Sony, Caterpillar, Wal-Mart and more. C&C's blog has been named the #1 content marketing blog in the world by the Content Marketing Institute, and the #3 social media blog in the world by Social Media Examiner. Jay is the author of the New York Times best selling business book Youtility: Why Smart Marketing is About Help not Hype. Jay also co-authored The NOW Revolution, a leading book on social business transformation.