At the Content Marketing Conference 2014 Jay Baer hosts a keynote session, titled “Youtility: Why Smart Marketing Is About Help Not Hype”. It delivers a new approach that cuts through the clutter: marketing that is truly, inherently useful. Inclusing dozens of examples.
Jay’s latest book, “Youtility: Why Smart Marketing is About Help not Hype” shows companies how to create marketing so useful, customers would pay for it if you asked them to do so. The book reached #3 on the New York Times bestseller list and #1 on Amazon.com.
We asked Jay to share a practical tip as a preview to his presentation (read a longer interview here).
Jay Baer: The problem with most content marketing is that it is solely about the company and its products and services. We have a different name for that kind of information…a brochure. Some of the best and most successful content marketing transcends the transaction and provides value in parallel to the company and its wares. To do this kind of marketing, however, you have to do one extremely important and difficult thing: give yourself permission to make the story BIGGER.
As the theme of the conference is creating business value through customer value, using content marketing, we also asked Jay Baer what is one of the most important ways that content marketing creates value for customers.
Jay Baer: Some of the best content marketing recently is offline and rooted in real-time relevance. It provides the best possible information or functionality based on whatever the customers’ present location and situation happens to be. This is content marketing and Youtility that is based on context and hyper-usefulness in the moment.
Much of this work is being done outside the USA. For example, Scrabble giving Parisians access to public Wi-Fi based on their success playing a real-time game. Or in Brazil, a new execution from Nivea that provides parents with a beacon and mobile app to track their children at the beach, all built into a magazine ad.
These (and dozens of others in a similar vein) are using mobile and location and circumstance to develop interesting connections between company and consumer. They are examples of content marketing where the value is inherent – it’s literally built in to the content marketing program itself.
Jay Baer’s keynote starts at 5.15PM, June 10, Crowne Plaza Hotel, Antwerp, Belgium.