Do you remember the trick question from grade school? Which weighs more, five pounds of bricks or five pounds of feathers? As you may remember, they of course weigh the same. After all, five pounds is five pounds. But in social media and content marketing, not all communication has the same heft or impact, and you need to produce communication of both the light and heavy varieties. Read the full eBook here on how to properly use the bricks and feathers content marketing: http://www.vocus.com/blog/bricks-and-feathers-jay-baer-ebook/ Register for Jay Baer's hour-long webinar here to receive even more instruction: http://buzz.vocus.com/JayBaer?source=SM

2. Intro
Which weighs more, five pounds of
bricks or five pounds of feathers?
They weigh the same - five pounds is
five pounds. But in social media and
content marketing, not all
communication has the same impact,
and you need to produce both light
and heavy communication.
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3. What is a feather?
Feathers are tweets, Instagram
photos, status updatesand most
blog posts. Like a feather, these
content executions are lightweight.
But a feather by itself is unlikely to
have enough persuasive power to
cause you to make a purchase.
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4. What is a brick?
Bricks are the building blocks of
digital communication. They have
more heft, production value and
relevancy. Bricks are webinars,
infographicsand videos. Bricks
have a lifespan that feathers do
not, and are downloaded, saved
or printed out.
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5. What are customers looking for
and where?
o Research from Sirius Decisions finds that
in B2B scenarios, 70 percent of the
purchase decision is made before the
prospect ever contacts the company. The
same goes for B2Cs.
o In 2010, Google discovered that
consumers across all categories needed
5.3 sources of information before making
a purchase. In 2011, consumers needed
10.4 sources of information before
making the same purchases.
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6. Feed the hyper-researchers
Customers today are hyper-researching
everything. Don’t make your prospects
work too hard to determine whether
you’re the right solution. Prospective
customers need different pieces of
information and have different questions
at various stages of the purchase
consideration cycle.
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7. Right tool for the job
To maximize your chance of winning a customer, you
should create different types of content that are
appropriate for each stage in a buyer’s journey.
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8. Learn more about the bricks and feathers content
approach, plus how to implement it, by
downloading the free eBook here:
Want more Jay Baer?
Attend his hour-long Vocus webinar
on Bricks and Feathers for Content
Success on Wednesday, August 7 at
2 p.m. ET:
buzz.vocus.com/JayBaer?source=SM