QUICK SUMMARY: A critical component of successful marketing is the creation of content that sparks interaction online, especially on social media platforms. Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World explains how to effectively create and share your company’s story via content designed to engage and delight your target audience. This book is a robust resource with lots of ready-to-use takeaways from marketing thought leader Gary Vaynerchuk. We recommend Jab, Jab, Jab, Right Hook for anyone who needs a spark of inspiration for marketing.
1. Create a presence on new social media platforms before competitors. Be a trailblazer.
2. Every social media platform has a specific tone and design.
3. Content needs to fit the style of the platform.
4. Know what makes your audience tick.
5. Be conversational with content and brand storytelling. Be fun. Be inspiring.
6. Branch out beyond topics directly related to the brand.
7. Facebook filters content according to number of likes and comments, not CTRs.
8. On Facebook, most branded content only reaches about 3-5% of the brand’s audience.
9. On Twitter especially, listening is as important as sharing.
10. Twitter is a conversation focused on information and ideas. It is not a passive billboard.
11. Instead of just tweeting information, add an element of humor, controversy, or insight.
12. Use Twitter Trends and Google Trends to monitor hot topics.
13. Take advantage of current hashtags. Use them creatively to relate to your brand.
14. Strike up conversations. Be friendly. You never know where a conversation may lead.
1. Master Facebook, Twitter, LinkedIn, Pinterest, and other social media platforms.
2. Carve out time each day to participate in social media conversations. Not just posting.
3. Pay attention to trending topics. Comment on those topics with personality.
4. Develop a process to create bite-size content and visuals to have numerous unique, fun posts, instead of simply posting blog links.
Creating skillful native content has little to do with selling and a lot to do with skillful storytelling. In the right social-media-savvy hands, a brand that masters native content becomes human.
Content is king, but context is God. You can put out good content, but if it ignores the context of the platform on which it appears, it can still fall flat.
There is something else you could do as you reevaluate your social media creative: stop thinking about your content as content. Think about it, rather, as micro-content—tiny, unique nuggets of information, humor, commentary, or inspiration that you reimagine every day, even every hour, as you respond to today’s culture, conversations, and current events in real time in a platform’s native language and format.