If you have read anything on this site, you know my main objective is to be helpful. As a result, I have created content that I think will help my audience.
Do you create marketing that helps people or just more hype? The aim of marketing should start with the needs of the audience. We have entered an era where brands have to figure out how to develop marketing that helps people – or as Hubspot says, marketing people don’t hate.
And so when I saw Jay Baer (@JayBaer) announce that his new book “Youtility” was about helping customers, I instantly knew it would be right in line with my own thoughts. And so just in time for that summer reading list, here is a brief interview with Jay and an introduction to his new book…
Tell us about yourself?
I started my career in political consulting. I ran a lot of political campaigns, and the finality of that business (you win, or you lose) is one of the things that attracted me to digital marketing, where I got started in 1994 – in the wild west days. I’ve started or managed five digital marketing firms since then, including Convince & Convert, which debuted in 2008 to help corporations and agencies make better social media and content marketing decisions. My team and I create social and content audits and strategic plans for companies across North America, and also produce the Convince & Convert blog, the One Thing daily email, and the Social Pros weekly podcast. And I do about 75 speaking engagements each year.
I co-authored a social business book called The NOW Revolution with Amber Naslund (@AmberCadabra) a couple years ago, and we argued there that eventually every company would be social, and every employee would be active in social on behalf of their employer. That got me thinking about the consequences of that, which led to the principle of truly, inherently useful marketing being the way to break-through. Thus, Youtility: Why Smart Marketing is About Help not Hype.
What’s the main idea of the book?
Youtility is about the creation of marketing so useful, people would pay for it. It’s about transcending the transactional and developing relationships with customers rooted in value exchange and relevancy. It’s about businesses no longer competing against other companies that sell the same stuff, but competing for attention against everyone and everything – and how to succeed in that environment. It’s about the three types of Youtility. It’s about a six step process for creating Youtility in your own company (including detailed information on ROI and how to measure). And it’s about telling the stories of dozens of companies that are successfully implementing the Youtility principle today.
Describe what the world would look like if everyone read the book?
If everyone implemented Youtility, we wouldn’t have companies using social media and content marketing as tiny press releases. Instead, all companies would find a way to help their customers and prospects live better lives, and every company would consequently be rewarded with attention, sales, loyalty and advocacy. But, not all companies will embrace Youtility, which is why smart marketers have the chance to out-flank their industry by doing it now.
And Jay is offering this free excerpt of Youtility for all of us here if you want to check it out.