Author: Jay Baer

Jay Baer is a hype-free digital marketing strategist, speaker, and author. He founded Convince & Convert in 2008. This is the fifth marketing services firm he’s started or managed. Jay has consulted with more than 700 companies on digital marketing since 1994, including Caterpillar, Nike, California Travel & Tourism Commission, Billabong, and 29 of the Fortune 500. He was named one of America’s top social media consultants by Fast Company magazine, and the Convince and Convert blog is ranked as the world’s #1 content marketing resource. He’s co-author of "The NOW Revolution," and "7 Shifts to Make Your Business Faster, Smarter, and More Social," (Wiley, 2011) a leading book on social business. His new book, Youtility was recently published by Portfolio.

By jay-baer published September 4, 2013

How to Fill Your Content Marketing with Youtility

be genuinely useful book/videoYou know what happens when most companies launch a new, branded mobile application or other content marketing program intended to effectively combine information and promotion?

Nothing.

You’ve heard the saying, “If a tree falls in the forest, and no one is around to hear it, does it make a sound?” The same logic works in these scenarios: “If you create ‘Youtility‘ and don’t tell anyone about it, did it ever exist?”

When you finish the app, or commence blogging, or begin answering questions, you have not reached the finish line; you have reached the starting line. Too many businesses break out the champagne just because something new was created. Continue Reading

By jay-baer published June 26, 2013

Why Creating Content That Consumers Want Isn’t Enough

creating content-youtilityToday’s consumers are staring at an invitation avalanche, with every company asking for “likes,” “follows,” clicks, and attention. This is on top of all the legacy advertising that envelops us like a straitjacket. There are only two ways for companies to break through in an environment that is unprecedented in its competitiveness and cacophony: Be “amazing” or be useful (which I prefer).

I call this useful alternative to traditional marketing “Youtility.” Not “utility,” because a utility is a faceless commodity. Youtility is marketing upside down. Instead of marketing that’s needed by companies, Youtility is marketing that’s wanted by customers. Youtility is massively useful information, provided for free, that creates long-term trust and kinship between your company and your customers.Continue Reading