Content Marketing, Social Media Strategy, Blogging and Content Creation, Social Media Marketing

Get More Bait in the Water

How can you catch more fish? By using more poles.

social media fishing 174x300 Get More Bait in the WaterIf you’re going to create social media content to establish or perpetuate thought leadership for you, your company, or your clients, you can’t silo your ideas.

The old method of thought leadership was to create a white paper. A carefully crafted, highly edited, incredibly boring, 18-page tree killer that you provided for download on your Web site.

Guess what? In a 140-character world, a white paper feels like reading Moby Dick. Backwards. While covered in maple syrup.

Mmmmm. Info Snacks

Don’t put all your thought leadership eggs in that one, large basket. Like a salad at a fancy restaurant, deconstruct that white paper and instead create an array of info snacks that you can sprinkle across the Web.

Each of those snacks will be consumed by a slightly different audience, and perhaps more importantly each will be indexed by search engines, multiplying your inbound marketing opportunities geometrically.

Let’s think about how this might work in practice. Let’s say your core concept is that Blue Cross/Blue Shield in your state is helping improve the health of the citizenry through community health initiatives like immunization, exercise classes, and so forth.

Sure, you could create a report and a press release that talks about the good works of BCBS. You could probably even get a reporter to write about it in the local paper, or the TV station to grab some footage of the line for flu shots. But that’s not “atomizing” content (in the words of Todd Defren from Shift Communications). That’s siloing content.

Instead, you could create:

  • A blog post about how immunizations work, and whether there’s a danger of injecting people with live virus.
  • A blog post about the effectiveness of immunizations in controlling infectious disease.
  • A blog post about the history of immunization.
  • A blog post that compares the impacts and benefits of various types of exercise (aerobic vs. anaerobic, etc.)
  • A blog post that reviews equipment you might need in BCBS exercise classes like fitness balls, yoga mats, steps.
  • A “biggest loser” style contest in major cities in your state, including weekly blog posts, Facebook page, and videos of weigh-ins.
  • A video blog post (also on YouTube) interviewing an immunization nurse and discussing the craziest/funniest things he/she has seen (good for humanization).
  • A video blog post (also on YouTube) showing scenes from an exercise class, and interviewing participants.
  • A weekly podcast that features discussions with fitness instructors about easy fitness tips that consumers can do at home.
  • A Powerpoint or Keynote presentation (uploaded to Slideshare) that covers the history of immunization and its importance in modern public health.

This doesn’t even begin to exhaust the options, and doesn’t include content on Wikipedia, Google KnolHunchSquidoo, or blog comments.

Thought leadership via social media content is about thinking big. And then thinking small.

Are you ready to fish?

(photo by Laszlo-Photo)

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  • http://leahkaiz.blogspot.com/ Leah Kaiz

    Love it Jay! As always great insights. No one wants to read Moby Dick backwards!
    .-= Leah Kaiz´s last blog ..Can’t We All Get Along: I Think People Have Lost Their Minds =-.

  • http://leahkaiz.blogspot.com/ Leah Kaiz

    Love it Jay! As always great insights. No one wants to read Moby Dick backwards!
    .-= Leah Kaiz´s last blog ..Can’t We All Get Along: I Think People Have Lost Their Minds =-.

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  • http://wesunruh.info/ wes unruh

    No more data jails! same issue plaguing open source in a different context here: http://esr.ibiblio.org/?p=1282

  • http://wesunruh.info wes unruh

    No more data jails! same issue plaguing open source in a different context here: http://esr.ibiblio.org/?p=1282

  • http://www.enlivent.com/blog Josh Kilen

    Always informative, I appreciate what you are doing here. I forget sometimes just how many ways there are to get the message out… thank you for the reminder!
    .-= Josh Kilen´s last blog ..How your values may be all wrong… =-.

  • http://www.enlivent.com/blog Josh Kilen

    Always informative, I appreciate what you are doing here. I forget sometimes just how many ways there are to get the message out… thank you for the reminder!
    .-= Josh Kilen´s last blog ..How your values may be all wrong… =-.

  • http://baileygardiner.com/ Kelsey

    My own information consumption habits are a testament to this principle. I don’t print out the white papers and I get distracted after 3-4 pages anyway. All of your suggestions would make for more compelling content. Thanks for the tips.

  • http://baileygardiner.com Kelsey

    My own information consumption habits are a testament to this principle. I don’t print out the white papers and I get distracted after 3-4 pages anyway. All of your suggestions would make for more compelling content. Thanks for the tips.

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  • http://www.suiteminute.com/ Peggy Duncan

    Jay, this is so good. My budget is small so this big little thinking is how I operate. It works too because I’m number one in Google for my expertise and I never paid one, red cent to make it happen. I’ve always done exactly what you’ve described here.
    .-= Peggy Duncan´s last blog ..Running a Non-Virtual, Virtual Business Made Easy with New Technologies =-.

  • http://www.suiteminute.com Peggy Duncan

    Jay, this is so good. My budget is small so this big little thinking is how I operate. It works too because I’m number one in Google for my expertise and I never paid one, red cent to make it happen. I’ve always done exactly what you’ve described here.
    .-= Peggy Duncan´s last blog ..Running a Non-Virtual, Virtual Business Made Easy with New Technologies =-.

  • http://soloprpro.com/ Kellye Crane

    Excellent examples of how an organization can go further with smaller bits of content. Though I think a few industries still have a role for freely available (without registration!) meal-sized content — big ticket B2B technology, for example — even they can benefit from relying on these lengthy communications less. “Info snacks” are now an important part of any plan – great summary!
    .-= Kellye Crane´s last blog ..PR Consultants: It’s Twitter Time =-.

  • http://soloprpro.com Kellye Crane

    Excellent examples of how an organization can go further with smaller bits of content. Though I think a few industries still have a role for freely available (without registration!) meal-sized content — big ticket B2B technology, for example — even they can benefit from relying on these lengthy communications less. “Info snacks” are now an important part of any plan – great summary!
    .-= Kellye Crane´s last blog ..PR Consultants: It’s Twitter Time =-.

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  • http://www.dougmcisaac.com/ Doug McIsaac

    Awesome post, love the like reading Moby Dick comments, I actually laughed out load. Which caused some looks since I’m sitting in a coffee shop :-)

    Getting customers to understand content distribution and siloing can be interesting, but once they get it and see how it works, they love it.

    Doug
    .-= Doug McIsaac´s last blog ..4 Ways to Create Value Through Social Media =-.

  • http://www.dougmcisaac.com Doug McIsaac

    Awesome post, love the like reading Moby Dick comments, I actually laughed out load. Which caused some looks since I’m sitting in a coffee shop :-)

    Getting customers to understand content distribution and siloing can be interesting, but once they get it and see how it works, they love it.

    Doug
    .-= Doug McIsaac´s last blog ..4 Ways to Create Value Through Social Media =-.

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  • http://tantra4bobos.blogspot.com/ Eleusis D

    Coming out of an ‘esoteric’ mouth-to-ear tradition, I find myself having to re-orient (-occident? hardyharhar) a tendency to –as you say– silo the product of my enterprise. Since I am trying to redefine Tantra as something that exists out beyond the sexreligion continuum within which it has been circulated for the last 100 years (in the West), social media seems to be part of that process. I just have to keep a sharp eye on my Swiss Vault default, while remaining responsible to what Tantra *can* accomplish. (See the Tantra for Bobos! blog for a Bigger Idea.)

    ~Leu
    .-= Eleusis D´s last blog ..Yogis & Yoginis! =-.

  • http://tantra4bobos.blogspot.com Eleusis D

    Coming out of an ‘esoteric’ mouth-to-ear tradition, I find myself having to re-orient (-occident? hardyharhar) a tendency to –as you say– silo the product of my enterprise. Since I am trying to redefine Tantra as something that exists out beyond the sexreligion continuum within which it has been circulated for the last 100 years (in the West), social media seems to be part of that process. I just have to keep a sharp eye on my Swiss Vault default, while remaining responsible to what Tantra *can* accomplish. (See the Tantra for Bobos! blog for a Bigger Idea.)

    ~Leu
    .-= Eleusis D´s last blog ..Yogis & Yoginis! =-.

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  • http://www.thoughtleadershipstrategy.net/ Craig Badings

    Jay loved your title and a very good illustration of how you can tactically stretch out your thought leadership campaign with a particular focus on social media. I do, however, think that what you use is very dependent on your target audience. If a white paper is what turns your target audience on, then don’t throw out the idea. To me thought leadership is all about tapping into what your target audience consumers and then packaging it accordingly.

  • http://www.thoughtleadershipstrategy.net Craig Badings

    Jay loved your title and a very good illustration of how you can tactically stretch out your thought leadership campaign with a particular focus on social media. I do, however, think that what you use is very dependent on your target audience. If a white paper is what turns your target audience on, then don’t throw out the idea. To me thought leadership is all about tapping into what your target audience consumers and then packaging it accordingly.

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  • http://www.johnpaulaguiar.com/ John Paul Aguiar

    Great post. More posts more traffic.

    Also breaking up a big post into 2-3 smaller posts is good way to get more posts on your blog.
    .-= John Paul Aguiar´s last blog ..Blogging for Money Then Stop Stealing Your Own Sales =-.

  • http://www.johnpaulaguiar.com John Paul Aguiar

    Great post. More posts more traffic.

    Also breaking up a big post into 2-3 smaller posts is good way to get more posts on your blog.
    .-= John Paul Aguiar´s last blog ..Blogging for Money Then Stop Stealing Your Own Sales =-.

  • http://twitter.com/randylewiskemp/statuses/7200177588 randylewiskemp (Randy Kemp)

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    Get More Bait in the Water (about social media…NOT fishing) [link to post] – Posted using Chat Catcher

  • http://twitter.com/randylewiskemp/statuses/7200177588 randylewiskemp (Randy Kemp)

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    Get More Bait in the Water (about social media…NOT fishing) [link to post]

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  • http://www.theartofonlinemarketing.com/ Rachel Perlmutter

    Jay, I just started reading your blog recently and think you do a great job at… Getting More Bait In the Water. You share valuable info in bite size chunks to help people stay (or get) on track with their Social Media Marketing efforts. Well done!

  • http://www.theartofonlinemarketing.com Rachel Perlmutter

    Jay, I just started reading your blog recently and think you do a great job at… Getting More Bait In the Water. You share valuable info in bite size chunks to help people stay (or get) on track with their Social Media Marketing efforts. Well done!

  • http://twitter.com/wstephenanfield/statuses/7204156138 wstephenanfield (W. Stephen An

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    RT @jaybaer Get More Bait in the Water | | Social Media Consulting – Convince & Convert [link to post] – Posted using Chat Catcher

  • http://twitter.com/wstephenanfield/statuses/7204156138 wstephenanfield (W. Stephen Anfield)

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    RT @jaybaer Get More Bait in the Water | | Social Media Consulting – Convince & Convert [link to post]

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  • http://twitter.com/davidjurado/statuses/7205146792 davidjurado (David Jurado)

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    RT @jaybaer Get More Bait in the Water [link to post] – Posted using Chat Catcher

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    RT @jaybaer Get More Bait in the Water [link to post]

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  • http://www.reputationtorevenue.com/ Rob Leavitt

    Hard to argue with the more bait in the water approach, but the big question is what’s behind the hook. I’m all for bite-size content, but I also think it’s important to have some well-thought through arguments behind it — and those arguments often need to be developed by producing the long white paper (or other report) in the first place. The big risk with just serving up bait is that there’s nothing truly satisfying after you bite the hook.
    .-= Rob Leavitt´s last blog ..More evidence that give-to-get is the key to success =-.

  • http://www.reputationtorevenue.com Rob Leavitt

    Hard to argue with the more bait in the water approach, but the big question is what’s behind the hook. I’m all for bite-size content, but I also think it’s important to have some well-thought through arguments behind it — and those arguments often need to be developed by producing the long white paper (or other report) in the first place. The big risk with just serving up bait is that there’s nothing truly satisfying after you bite the hook.
    .-= Rob Leavitt´s last blog ..More evidence that give-to-get is the key to success =-.

  • http://twitter.com/footenotes/statuses/7205712498 footenotes (Lisa Foote)

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    Great @jaybauer post on taking content from “Moby Dick” whitepaper to tasty snack-size: [link to post] – Posted using Chat Catcher

  • http://twitter.com/footenotes/statuses/7205712498 footenotes (Lisa Foote)

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    Great @jaybauer post on taking content from “Moby Dick” whitepaper to tasty snack-size: [link to post]

    Posted using Chat Catcher

  • http://twitter.com/turnhere/statuses/7205739024 turnhere (TurnHere)

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    Get More Bait in the Water [link to post] – Posted using Chat Catcher

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    Get More Bait in the Water [link to post]

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  • http://twitter.com/katmandelstein/statuses/7205806269 katmandelstein (Kathy Mandelst

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    Mmmm Info Snacks…Embrace the power of atomic messaging. A thoughtful blog entry by @jaybaer [link to post] – Posted using Chat Catcher

  • http://twitter.com/katmandelstein/statuses/7205806269 katmandelstein (Kathy Mandelstein)

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    Mmmm Info Snacks…Embrace the power of atomic messaging. A thoughtful blog entry by @jaybaer [link to post]

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  • http://airamva.com/ Maria Helm

    Ah! Thanks for the post. I forgot that big things come in small packages.

  • http://twitter.com/kimbrater/statuses/7206021619 kimbrater (Kim Brater)

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    Ha! RT @EmbarkCreative In a 140-char world a white ppr feels like reading Moby Dick. Backwards. Covered in maple syrup [link to post] – Posted using Chat Catcher

  • http://airamva.com Maria Helm

    Ah! Thanks for the post. I forgot that big things come in small packages.

  • http://twitter.com/kimbrater/statuses/7206021619 kimbrater (Kim Brater)

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    Ha! RT @EmbarkCreative In a 140-char world a white ppr feels like reading Moby Dick. Backwards. Covered in maple syrup [link to post]

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  • http://mediasnackers.com/ DK

    Ahhh – like a mediasnack ;-)

    DK
    MediaSnackers Founding Director
    mediasnackers.com

  • http://mediasnackers.com DK

    Ahhh – like a mediasnack ;-)

    DK
    MediaSnackers Founding Director
    mediasnackers.com

  • http://twitter.com/tonia_ries/statuses/7206735284 tonia_ries (Tonia Ries)

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    Good tips: go from white papers to “info snacks” | Get More Bait in the Water | [link to post] (Convince&Convert; via @SBoSM) – Posted using Chat Catcher

  • http://twitter.com/tonia_ries/statuses/7206735284 tonia_ries (Tonia Ries)

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    Good tips: go from white papers to “info snacks” | Get More Bait in the Water | [link to post] (Convince&Convert via @SBoSM)

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  • http://twitter.com/steube/statuses/7207644864 steube (Fred Steube)

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    Atomic Messaging – Get more bait in the water: [link to post] RT @jaybaer – Posted using Chat Catcher

  • http://twitter.com/steube/statuses/7207644864 steube (Fred Steube)

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    Atomic Messaging – Get more bait in the water: [link to post] RT @jaybaer

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  • http://twitter.com/mahanay/statuses/7207694509 mahanay (Mike Mahanay)

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    RT @EmbarkCreative: “In a 140-character world, a white paper feels like reading Moby Dick. Backwards. …” [link to post] – Posted using Chat Catcher

  • http://twitter.com/mahanay/statuses/7207694509 mahanay (Mike Mahanay)

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    RT @EmbarkCreative: “In a 140-character world, a white paper feels like reading Moby Dick. Backwards. …” [link to post]

    Posted using Chat Catcher

  • http://twitter.com/PCC_Chicago/statuses/7207685323 PCC_Chicago (PublicityClubChic

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    Good stuff here on the power of bite-size messaging/atomizing content: RT @jaybaer Get More Bait in the Water [link to post] – Posted using Chat Catcher

  • http://twitter.com/PCC_Chicago/statuses/7207685323 PCC_Chicago (PublicityClubChicago)

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    Good stuff here on the power of bite-size messaging/atomizing content: RT @jaybaer Get More Bait in the Water [link to post]

    Posted using Chat Catcher

  • http://twitter.com/dlabar/statuses/7204372418 dlabar (David LaBar)

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    Are white papers too cumbersome? Blogger Jay Baer suggests atomizing your content using social media. [link to post] #socialmedia – Posted using Chat Catcher

  • http://twitter.com/dlabar/statuses/7204372418 dlabar (David LaBar)

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    Are white papers too cumbersome? Blogger Jay Baer suggests atomizing your content using social media. [link to post] #socialmedia

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  • http://twitter.com/embarkcreative/statuses/7205909295 embarkcreative (Jala Smith-Huy

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    “In a 140-character world, a white paper feels like reading Moby Dick. Backwards. While covered in maple syrup.” [link to post] – Posted using Chat Catcher

  • http://twitter.com/embarkcreative/statuses/7205909295 embarkcreative (Jala Smith-Huys)

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    “In a 140-character world, a white paper feels like reading Moby Dick. Backwards. While covered in maple syrup.” [link to post]

    Posted using Chat Catcher

  • http://twitter.com/pdmaxwell/statuses/7208266152 pdmaxwell (David Maxwell)

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    RT @jmctigue: Some good advice for social media marketers and bloggers: Get More Bait in the Water – [link to post] – Posted using Chat Catcher

  • http://twitter.com/pdmaxwell/statuses/7208266152 pdmaxwell (David Maxwell)

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    RT @jmctigue: Some good advice for social media marketers and bloggers: Get More Bait in the Water – [link to post]

    Posted using Chat Catcher

  • http://twitter.com/jmctigue/statuses/7208222641 jmctigue (John McTigue)

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    Some good advice for social media marketers and bloggers: Get More Bait in the Water – [link to post] – Posted using Chat Catcher

  • http://twitter.com/jmctigue/statuses/7208222641 jmctigue (John McTigue)

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    Some good advice for social media marketers and bloggers: Get More Bait in the Water – [link to post]

    Posted using Chat Catcher

  • http://twitter.com/agaffney/statuses/7208483594 agaffney (agaffney)

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    Interesting piece on positioning as “Info Snacks.” [link to post] – Posted using Chat Catcher

  • http://twitter.com/agaffney/statuses/7208483594 agaffney (agaffney)

    Twitter Comment


    Interesting piece on positioning as “Info Snacks.” [link to post]

    Posted using Chat Catcher

  • http://twitter.com/mrcpartners/statuses/7208798932 mrcpartners (Mrcpartners)

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    Get More Bait in the Water | | Social Media Consulting – Convince & Convert: [link to post] – Posted using Chat Catcher

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    Get More Bait in the Water | | Social Media Consulting – Convince & Convert: [link to post]

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  • http://twitter.com/eclecticbuzz/statuses/7204762521 eclecticbuzz (Ted DeCorte)

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    Get More Bait in the Water | Embrace the power of atomic messaging | Social Media Consulting – Convince & Convert: [link to post] #in – Posted using Chat Catcher

  • http://twitter.com/eclecticbuzz/statuses/7204762521 eclecticbuzz (Ted DeCorte)

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    Get More Bait in the Water | Embrace the power of atomic messaging | Social Media Consulting – Convince & Convert: [link to post] #in

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  • http://twitter.com/agaffney/statuses/7208728660 agaffney (agaffney)

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    Interesting piece on positioning content as “Info Snacks.” [link to post] – Posted using Chat Catcher

  • http://twitter.com/agaffney/statuses/7208728660 agaffney (agaffney)

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    Interesting piece on positioning content as “Info Snacks.” [link to post]

    Posted using Chat Catcher

  • http://twitter.com/jorgebarba/statuses/7211694029 jorgebarba (Jorge Barba)

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    Get More Bait in the Water | | Social Media Consulting – Convince & Convert [link to post] – Posted using Chat Catcher

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    Get More Bait in the Water | | Social Media Consulting – Convince & Convert [link to post]

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  • http://www.projectlineinc.com Corey Mahoney

    Great advice – what’s more, I think breaking big topics into smaller “bait” also allows for more focused points and (paradoxically) more in-depth, specific information. It’s better and easier to make small useful points than big, unwieldy, abstract ones. Plus it’s easier to spark conversation about specifics!
    .-= Corey Mahoney´s last blog ..Holiday Time at Projectline =-.

  • http://www.projectlineinc.com/ Corey Mahoney

    Great advice – what’s more, I think breaking big topics into smaller “bait” also allows for more focused points and (paradoxically) more in-depth, specific information. It’s better and easier to make small useful points than big, unwieldy, abstract ones. Plus it’s easier to spark conversation about specifics!
    .-= Corey Mahoney´s last blog ..Holiday Time at Projectline =-.

  • http://twitter.com/BuzzBrains/statuses/7215674559 BuzzBrains (Philip Wocken)

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    “Info Snacks!” Great description of how to use “less content more often” => RT @jaybaer Get More Bait in the Water [link to post] – Posted using Chat Catcher

  • http://twitter.com/BuzzBrains/statuses/7215674559 BuzzBrains (Philip Wocken)

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    “Info Snacks!” Great description of how to use “less content more often” => RT @jaybaer Get More Bait in the Water [link to post]

    Posted using Chat Catcher

  • http://www.whitehorse.com/ Ami Martin

    Yes, thanks for the great write up. The digital agency I work for has deconstructed its bulkier assets in favor of educational morsels (largely video) shared through social media. Right-sizing our information makes it easy to customize thoughts for niche markets and verticals. While we continue to fine-tune our approach, one thing is certain: it’s win/win to create more relevant, digestible information.

  • http://www.whitehorse.com Ami Martin

    Yes, thanks for the great write up. The digital agency I work for has deconstructed its bulkier assets in favor of educational morsels (largely video) shared through social media. Right-sizing our information makes it easy to customize thoughts for niche markets and verticals. While we continue to fine-tune our approach, one thing is certain: it’s win/win to create more relevant, digestible information.

  • http://twitter.com/M_Helm/statuses/7217996625 M_Helm (Maria Helm)

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    Embrace the power of atomic messaging [link to post] by doling out information in bite-size portions – Posted using Chat Catcher

  • http://twitter.com/M_Helm/statuses/7217996625 M_Helm (Maria Helm)

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    Embrace the power of atomic messaging [link to post] by doling out information in bite-size portions

    Posted using Chat Catcher

  • http://twitter.com/franswaa/statuses/7222184938 franswaa (frank barry)

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    Good point and simple way to think. – RT @jaybaer: Get More Bait in the Water and Atomize Your Content. [link to post] via @ebclosmore – Posted using Chat Catcher

  • http://twitter.com/franswaa/statuses/7222184938 franswaa (frank barry)

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    Good point and simple way to think. – RT @jaybaer: Get More Bait in the Water and Atomize Your Content. [link to post] via @ebclosmore

    Posted using Chat Catcher

  • http://twitter.com/AnnBatko/statuses/7222226503 AnnBatko (Ann Batko)

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    RT @jaybaer: Get More Bait in the Water and Atomize Your Content. [link to post] via @ebclosmore – Posted using Chat Catcher

  • http://twitter.com/AnnBatko/statuses/7222226503 AnnBatko (Ann Batko)

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    RT @jaybaer: Get More Bait in the Water and Atomize Your Content. [link to post] via @ebclosmore

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  • http://twitter.com/Endeavour2m/statuses/7238529426 Endeavour2m (Endeavour Marketi

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    What is “Atomized Content?” from Jay Baer: [link to post] – Posted using Chat Catcher

  • http://twitter.com/Endeavour2m/statuses/7238529426 Endeavour2m (Endeavour Marketing)

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    What is “Atomized Content?” from Jay Baer: [link to post]

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  • http://twitter.com/Othersidegroup/statuses/7241681557 Othersidegroup (Other Side Gro

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    Get more people attracted to your content (Convince & Convert) [link to post] – Posted using Chat Catcher

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    Get more people attracted to your content (Convince & Convert) [link to post]

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  • http://twitter.com/HaroldHenn/statuses/7241933897 HaroldHenn (Harold Henn)

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    RT @BoroMarketing: What is “Atomized Content?” from Jay Baer: [link to post] – Posted using Chat Catcher

  • http://twitter.com/HaroldHenn/statuses/7241933897 HaroldHenn (Harold Henn)

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    RT @BoroMarketing: What is “Atomized Content?” from Jay Baer: [link to post]

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  • http://twitter.com/richgaasenbeek/statuses/7246529045 richgaasenbeek (Rich Gaasenbee

    Twitter Comment


    RT @jaybaer Get More Bait in the Water | lengthy whitepapers being replaced by “atomized” content [link to post] – Posted using Chat Catcher

  • http://twitter.com/richgaasenbeek/statuses/7246529045 richgaasenbeek (Rich Gaasenbeek)

    Twitter Comment


    RT @jaybaer Get More Bait in the Water | lengthy whitepapers being replaced by “atomized” content [link to post]

    Posted using Chat Catcher

  • http://twitter.com/ckburgess/statuses/7304475602 ckburgess (Cheryl Burgess)

    Twitter Comment


    Get More Bait in the Water via @jaybaer |Creative Ideas for Social Media Marketing [link to post] – Posted using Chat Catcher

  • http://twitter.com/ckburgess/statuses/7304475602 ckburgess (Cheryl Burgess)

    Twitter Comment


    Get More Bait in the Water via @jaybaer |Creative Ideas for Social Media Marketing [link to post]

    Posted using Chat Catcher

  • http://twitter.com/JDEbberly/statuses/7304728313 JDEbberly (J D Ebberly)

    Twitter Comment


    RT @ckburgess: Get More Bait in the Water via @jaybaer |Creative Ideas for Social Media Marketing [link to post] – Posted using Chat Catcher

  • http://twitter.com/JDEbberly/statuses/7304728313 JDEbberly (J D Ebberly)

    Twitter Comment


    RT @ckburgess: Get More Bait in the Water via @jaybaer |Creative Ideas for Social Media Marketing [link to post]

    Posted using Chat Catcher

  • http://twitter.com/elizabethsosnow/statuses/7320411751 elizabethsosnow (Elizabeth Sos

    Twitter Comment


    “Thought leadership via social media content is abt thinking big & then thinking small.” @jaybaer [link to post] – Posted using Chat Catcher

  • http://twitter.com/elizabethsosnow/statuses/7320411751 elizabethsosnow (Elizabeth Sosnow)

    Twitter Comment


    “Thought leadership via social media content is abt thinking big & then thinking small.” @jaybaer [link to post]

    Posted using Chat Catcher

  • http://twitter.com/PRCog/statuses/7320798928 PRCog (PRCog)

    Twitter Comment


    Good read RT @elizabethsosnow:”Thought leadership via SM content is abt thinking big & then thinking small.” @jaybaer [link to post] – Posted using Chat Catcher

  • http://twitter.com/PRCog/statuses/7320798928 PRCog (PRCog)

    Twitter Comment


    Good read RT @elizabethsosnow:”Thought leadership via SM content is abt thinking big & then thinking small.” @jaybaer [link to post]

    Posted using Chat Catcher

  • http://thegorillaadagency.com/ web agency

    seriously powerful info. thanks for another great post!

  • http://thegorillaadagency.com web agency

    seriously powerful info. thanks for another great post!

  • http://twitter.com/TBsocialmedia/statuses/7360417903 TBsocialmedia (Marco van de Ka

    Twitter Comment


    RT @ckburgess: Get More Bait in the Water via @jaybaer |Creative Ideas for Social Media Marketing [link to post] (via @topbrokeroc) – Posted using Chat Catcher

  • http://twitter.com/TBsocialmedia/statuses/7360417903 TBsocialmedia (Marco van de Kamp)

    Twitter Comment


    RT @ckburgess: Get More Bait in the Water via @jaybaer |Creative Ideas for Social Media Marketing [link to post] (via @topbrokeroc)

    Posted using Chat Catcher

  • http://twitter.com/petersimoons/statuses/7365042560 petersimoons (Peter Simoons)

    Twitter Comment


    Social Media: Get More Bait in the Water | [link to post] – Posted using Chat Catcher

  • http://twitter.com/petersimoons/statuses/7365042560 petersimoons (Peter Simoons)

    Twitter Comment


    Social Media: Get More Bait in the Water | [link to post]

    Posted using Chat Catcher

  • http://twitter.com/bobphelan/statuses/7370016368 bobphelan (bgphelan)

    Twitter Comment


    RT @jaybaer Get More Bait in the Water | | Social Media Consulting – Convince & Convert [link to post] Interesting perspective. – Posted using Chat Catcher

  • http://twitter.com/bobphelan/statuses/7370016368 bobphelan (bgphelan)

    Twitter Comment


    RT @jaybaer Get More Bait in the Water | | Social Media Consulting – Convince & Convert [link to post] Interesting perspective.

    Posted using Chat Catcher

  • http://twitter.com/danavan/statuses/7373419331 danavan (Dana VanDen Heuvel)

    Twitter Comment


    Get More Bait in the Water | | Social Media Consulting – Convince & Convert [link to post] – Posted using Chat Catcher

  • http://twitter.com/danavan/statuses/7373419331 danavan (Dana VanDen Heuvel)

    Twitter Comment


    Get More Bait in the Water | | Social Media Consulting – Convince & Convert [link to post]

    Posted using Chat Catcher

  • http://twitter.com/stlevine/statuses/7373710093 stlevine (Steve Levine)

    Twitter Comment


    Great article from @jaybaer on how to atomize your content and keep your story moving and flowing via social media [link to post] – Posted using Chat Catcher

  • http://twitter.com/stlevine/statuses/7373710093 stlevine (Steve Levine)

    Twitter Comment


    Great article from @jaybaer on how to atomize your content and keep your story moving and flowing via social media [link to post]

    Posted using Chat Catcher

  • http://twitter.com/Jeffhurt/statuses/7374301482 Jeffhurt (Jeff Hurt)

    Twitter Comment


    Get More Bait In The Water by @jaybaer [Using Content Marketing In Social Media] [link to post] – Posted using Chat Catcher

  • http://twitter.com/Jeffhurt/statuses/7374301482 Jeffhurt (Jeff Hurt)

    Twitter Comment


    Get More Bait In The Water by @jaybaer [Using Content Marketing In Social Media] [link to post]

    Posted using Chat Catcher

  • http://twitter.com/rsferrari/statuses/7374431749 rsferrari (Rita Ferrari)

    Twitter Comment


    Good bye white paper-Hello info snacks. Get More Bait in the Water from @jaybayer. [link to post] – Posted using Chat Catcher

  • http://twitter.com/rsferrari/statuses/7374431749 rsferrari (Rita Ferrari)

    Twitter Comment


    Good bye white paper-Hello info snacks. Get More Bait in the Water from @jaybayer. [link to post]

    Posted using Chat Catcher

  • http://twitter.com/greglinn/statuses/7373522179 greglinn (Greg Linnemanstons)

    Twitter Comment


    Perfect analogy! RT @danavan: Get More Bait in the Water | | Social Media Consulting – Convince & Convert [link to post] – Posted using Chat Catcher

  • http://twitter.com/greglinn/statuses/7373522179 greglinn (Greg Linnemanstons)

    Twitter Comment


    Perfect analogy! RT @danavan: Get More Bait in the Water | | Social Media Consulting – Convince & Convert [link to post]

    Posted using Chat Catcher

  • http://twitter.com/ynotweb/statuses/7375265374 ynotweb (Kammy Burleson)

    Twitter Comment


    How to Create Content for Social Media Platforms to Establish Stronger Thought Leadership [link to post] via @Mike_Stelzner – Posted using Chat Catcher

  • http://twitter.com/ynotweb/statuses/7375265374 ynotweb (Kammy Burleson)

    Twitter Comment


    How to Create Content for Social Media Platforms to Establish Stronger Thought Leadership [link to post] via @Mike_Stelzner

    Posted using Chat Catcher

  • http://twitter.com/roliri/statuses/7375757904 roliri (Roland Riethmüller)

    Twitter Comment


    RT @Mike_Stelzner How to Create Content for Social Media Platforms to Establish Stronger Thought Leadership [link to post] – Posted using Chat Catcher

  • http://twitter.com/roliri/statuses/7375757904 roliri (Roland Riethmüller)

    Twitter Comment


    RT @Mike_Stelzner How to Create Content for Social Media Platforms to Establish Stronger Thought Leadership [link to post]

    Posted using Chat Catcher

  • http://twitter.com/mermooney/statuses/7375817181 mermooney (Meredith Mooney)

    Twitter Comment


    RT @Mike_Stelzner: How to Create Content for Social Media Platforms to Establish Stronger Thought Leadership [link to post] – Posted using Chat Catcher

  • http://twitter.com/mermooney/statuses/7375817181 mermooney (Meredith Mooney)

    Twitter Comment


    RT @Mike_Stelzner: How to Create Content for Social Media Platforms to Establish Stronger Thought Leadership [link to post]

    Posted using Chat Catcher

  • http://twitter.com/Mike_Stelzner/statuses/7374158319 Mike_Stelzner (Michael A. Stel

    Twitter Comment


    How to Create Content for Social Media Platforms to Establish Stronger Thought Leadership [link to post] – Posted using Chat Catcher

  • http://twitter.com/Mike_Stelzner/statuses/7374158319 Mike_Stelzner (Michael A. Stelzner)

    Twitter Comment


    How to Create Content for Social Media Platforms to Establish Stronger Thought Leadership [link to post]

    Posted using Chat Catcher

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  • http://twitter.com/MauriceMorell/statuses/7399089541 MauriceMorell (Maurice Morell)

    Twitter Comment


    Wie man Inhalte für Social Media hebt und konvertiert [link to post] – Posted using Chat Catcher

  • http://twitter.com/MauriceMorell/statuses/7399089541 MauriceMorell (Maurice Morell)

    Twitter Comment


    Wie man Inhalte für Social Media hebt und konvertiert [link to post]

    Posted using Chat Catcher

  • http://twitter.com/AuroreH/statuses/7400351446 AuroreH (Aurore Hondarrague)

    Twitter Comment


    Thought leadership via social media content is about thinking big. And then thinking small. [link to post] – Posted using Chat Catcher

  • http://twitter.com/AuroreH/statuses/7400351446 AuroreH (Aurore Hondarrague)

    Twitter Comment


    Thought leadership via social media content is about thinking big. And then thinking small. [link to post]

    Posted using Chat Catcher

  • http://twitter.com/averyh/statuses/7341678015 averyh (Avery Horzewski)

    Twitter Comment


    Love the ideas on how to atomize content. “Get More Bait in the Water” [link to post] – Posted using Chat Catcher

  • http://twitter.com/averyh/statuses/7341678015 averyh (Avery Horzewski)

    Twitter Comment


    Love the ideas on how to atomize content. “Get More Bait in the Water” [link to post]

    Posted using Chat Catcher

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  • http://friendfeed.com/e/bd54666d-2349-4320-9d6b-0964f576b417 toddlohenry (Todd Lohenry)

    FriendFeed Comment


    Get … [link to post] – Posted using Chat Catcher

  • http://friendfeed.com/e/bd54666d-2349-4320-9d6b-0964f576b417 toddlohenry (Todd Lohenry)

    FriendFeed Comment


    Get … [link to post]

    Posted using Chat Catcher

  • http://twitter.com/cerickson/status/7415433844 cerickson

    RT: Mike_Stelzner How to Create Content for Social Media Platforms to Establish Stronger Thought Leadership http://bit.ly/7bKQGt ^CE

  • http://twitter.com/upwrite/status/7415436825 UpWrite Press

    RT: Mike_Stelzner How to Create Content for Social Media Platforms to Establish Stronger Thought Leadership http://bit.ly/7bKQGt ^CE

  • http://twitter.com/opinionwatch/status/7453787368 Opinion Watch

    Get More Bait in the Water | Social Media Consulting – Convince & Convert http://bit.ly/2NTlks

  • http://twitter.com/rootorange/statuses/7468796040 rootorange (Root Orange)

    Twitter Comment


    Blog posts and tweets are the new white papers [link to post] #b2b #sales – Posted using Chat Catcher

  • http://twitter.com/rootorange/statuses/7468796040 rootorange (Root Orange)

    Twitter Comment


    Blog posts and tweets are the new white papers [link to post] #b2b #sales

    Posted using Chat Catcher

  • http://twitter.com/pearsontechcomm/status/7458111612 Traci Pearson

    Get more bait in the water (yes, social media can teach us some great new skills): http://bit.ly/7T1IOF

  • http://twitter.com/rootorange/status/7468796040 Root Orange

    Blog posts and tweets are the new white papers http://ow.ly/T9Lg #b2b #sales

  • http://twitter.com/biztek/status/7488997936 Roger Best

    Embrace the power of atomic messaging. http://ow.ly/RRhV

  • http://twitter.com/mgdupont/status/7536431962 Mel DuPont

    RT @jaybaer Get More Bait in the Water | | Social Media Consulting – Convince & Convert http://bit.ly/vJ9sV

  • http://twitter.com/calcrz/status/7624187786 marci anderson

    RT @jaybaer Get More Bait in the Water | | Social Media Consulting – Convince & Convert http://bit.ly/vJ9sV

  • http://twitter.com/alexisdelangue/status/7963110526 Alexis Delangue

    RT @jaybaer Get More Bait in the Water | | Social Media Consulting – Convince & Convert http://bit.ly/vJ9sV

  • Pingback: LES TENDANCES 2010 DU MARKETING 2.0 PAR VANKSEN – Réseaux sociaux, UGC, mobile, monitoring, blogs, influence… : le panorama complet « FORMACTION

  • http://twitter.com/paula_hogard/status/8923970659 paula_hogard

    RT @jaybaer Get More Bait in the Water | Social Media Marketing | Social Media Consulting – Convince & Convert http://bit.ly/vJ9sV

  • http://twitter.com/paula_hogard/status/8923970659 paula_hogard

    RT @jaybaer Get More Bait in the Water | Social Media Marketing | Social Media Consulting – Convince & Convert http://bit.ly/vJ9sV

  • http://twitter.com/zonart/status/9337537804 Richard Lapointe

    Pour "atomiser" l'info avec Internet : Get More Bait in the Water – http://bit.ly/aL5Wdg (via @jaybaer)

  • http://twitter.com/jennylemmons/status/9946494667 Jenny Lemmons

    Mmm, info snacks – more from @jaybaer – How to repurpose content into bite-size pieces – http://bit.ly/3Zj7Ug

  • http://twitter.com/mmalm/status/10231152651 Mia Malm

    “Atomize” your content RT @jaybaer: Get More Bait in the Water http://ow.ly/vmpC

  • http://twitter.com/toddthebrawn/status/10896790452 Todd Muffley

    What I am reading: Get more bait in the water – http://bit.ly/MRwK1

  • http://twitter.com/jkristufek/status/12110448843 Jason

    One of the better definitions I've found for atomized content – info snacks http://tinyurl.com/yh7szwh (from @jaybaer)

  • http://twitter.com/mneznanski/status/12119980379 Matt Neznanski

    RT @jkristufek: One of the better definitions I've found for atomized content – info snacks http://tinyurl.com/yh7szwh (from @jaybaer)

  • http://twitter.com/upiu/status/12139456713 UPIU.com

    Create info snacks, get more bait in the water and attract readers – http://bit.ly/ddTgL6

  • http://twitter.com/pr_virtuoso/status/16800998424 Elizabeth Robinson

    RT @jaybaer: Get More Bait in the Water. Brilliant explanation of thought leadership through social media http://ow.ly/vmpC

  • http://twitter.com/csoames/status/16998370745 Chris Soamess

    RT @jaybaer: Get More Bait in the Water http://ow.ly/vmpC

  • http://twitter.com/wittlake/status/18120542798 Eric Wittlake

    Love it! "A white paper feels like reading Moby Dick. Backwards. While covered in maple syrup." – @jaybaer http://bit.ly/csPMkq

  • http://twitter.com/yannr/status/18482752299 Yann Ropars

    info snack media, clever RT @jaybaer: Get More Bait in the Water http://om.ly/oDgA

  • http://twitter.com/gaiagreetings/status/18484437139 Bridget Gast

    Great advice. Especially for companies who are multi-faceted. RT @jaybaer: Get More Bait in the Water http://om.ly/oDgA

  • http://marybiever.wordpress.com Mary Biever

    I love the fishing analogy. Multiple poles also make it easier to fish or cut bait so they don’t end up like Ahab. Smart fishermen analyze the water, know the depth of their target fish, and select bait/techniques to catch that target.

  • http://twitter.com/ChrisCBaldwin Chris Baldwin

    As always Jay, great post. We’re using this thinking right now with clients as we discuss content ladders and extending content into more places. Love the idea of smaller, bite sizes to enjoy. Good call. Thanks.

  • Paula

    You are so wise….and have quite a way with words.
    Paula

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