Thanks for stopping by. During our meeting I talked about the Youtility book and the Infinite Dial report below. I've added a couple of other recommended reading items because I thought they might be useful based on the direction of our conversation.
I'm looking forward to talking to the Convene Genesis group again. Thank you for welcoming me.
Youtility by Jay Baer
In the book, Baer argues (successfully, I think) that we can no longer reach an audience by shouting louder than our competitors. He sites traditional interruption marketing as anachronistic and out of touch with reality. Due to the myriad ways that people consume information and entertainment, usefulness as a marketing strategy is not just one of the options, it's necessary for most companies to survive.
Jab Jab Jab Right Hook by Gary Vaynerchuk
I haven't read this book yet, but I've heard the author talk about it enough that I feel like I have. The basic principle of the book is to give value away (Jab Jab Jab) before asking for value in return (Right Hook). It talks specifically about smart ways to do this through social media channels.
Articles and Reports Worth Reading
Infinite Dial 2015 Report by Edison Research
Edison Research is a firm that’s focused on consumer research studies. They provide businesses with information about how Americans are using their phones, the effectiveness of tv ads, and where people are listening to music or getting their news. Every year, Edison Research publishes a study called The Infinite Dial with some pretty interesting information about how we’re consuming media.
This article changed the way I think about content, especially website content. It's long, but well worth the read. The idea is that people who come to your website are at different stages of their purchase consideration. Some are at the SEE stage – they're just looking around. Others are at the THINK stage – they are ready to learn a little more, engage in some way by joining, subscribing, or downloading. And finally others are ready to do – they are ready to purchase.