Content Marketing Isn’t Enough | Gary Vaynerchuk | AQ’s Blog & Grill

Announcer: AQ's Blog and Grill. Alan: Welcome everyone to AQ's Blog and Grill. We're happy tonight to have
Gary Vaynerchuk with us. Gary's got a great new book out, "Jab Jab
Jab Right Hook", and Gary's going to answer some
questions and share some of his knowledge with us. The hardest working guy on the Internet, Gary
V. Welcome, Gary. Gary: So first off, thanks so much for having
me. Second, I'm so glad
you're a boxing fan like me, you're probably loving this "Jab Jab Jab Right
Hook" title that I have.

It's kind of my philosophy, as you know, and
as many home probably don't know, boxing is known
as the sweet science. I've
always been very affected by the nuances of boxing. I'm affected right now, currently, by the
nuances of social networks, the little differences between Facebook, Twitter,
Tumblr, Pintrest, and Instagram, and how one could story tell on
them, so it felt like a perfect analogy.

It's kind of how I do my social networking. You and I have been
engaged for long time. You're aware that I live the jab jab jab right
hook, which is the give give give ask, right? A few years at a time every day, I
would just answer your questions, give you intros, give away free stuff, be
a good guy, and then every two years or so when a book comes out, I'm
throwing right hooks buy my book, please support me, how many books will
you buy? And so that's kind of the philosophy I live
by. Alan: Fabulous, and Gary, you are the most
generous guy on the web. There's
no doubt about that. And my favorite book so far is the "Thank
You Economy". So thank you, and Seth's review here, blurb
on the back, "Once again, Gary is generously showing the way,
teaching by example, and making the truth obvious.

Buy this book for your clueless boss." Hey wait a
minute, who gave me this book? Gary: Someone in the office gave it to you. Alan: So Gary, you were at Hub Spot last year
and really killed, you crushed the last keynote, and I think one
of the most important things I've heard in the social ecosystem in the past
couple years, and you said it, you said, "If content is king, context is
God." Expand on that a little bit
for us.

Because this proclamation that content is
king kind of glosses over the whole thing. Gary: I'm a huge fan of content, I'm obsessed
with it. But content now is
in rapid supply. We have a supply and demand issue with content,
there's so much content going on right now that it's
not enough to just be great at content. You have to, I believe in my opinion, create
context with the end- user.

I think too many people think that they can
just do it through content. When you're great at content, you think you
can just put it out there and people will buy it. I think the world's shifted because there's
more and more Gary Vaynerchuk's and Seth Godin's. Five, six years ago there were
less. Now everybody has a platform, everybody has
an opportunity, and there's more smart marketers than just us
two, us 10, us 40, us 80. I
myself came out of nowhere. There's all these people before me, I'm doing
a wine show, and then I start exposing my marketing
skills behind it. So I think that building context in Twitter
is the tool. Now, there's a way
to build context through good content, that's what jabs are, putting out
content is actually related to somebody else, so yes, I believe in context
immensely. Alan: And you prove it on a day-to-day basis,
there's no doubt about it. So
when you're on Twitter, who was it that you're following, who are you
paying attention to? Gary: Nobody.

Alan: Because? Gary: Because I'm spending absolutely all
my time engaging with people who are reaching out to me. I take critical mass. I over the last, 2007, we're
getting into seven years. Over the last six or seven years, I've built
up an audience that I don't even have enough
time to respond to everybody who tweets me.

I'm not consuming information, I'm consuming
engagement, and then I'm giving back, and the way I'm consuming
information is I'm building a very large agency right now where I'm learning
a lot of things, and that gives me the foresight and insight and content
to actually pay back to my community. So I'm actually repeating historically what
I did with my library. By
running a business for ten years, it gave me the animal and content story
tell to other people. I'm almost doing that again. By spending all this
time with 75 Fortune 500 companies, deep in social networks, I'm learning
so much that I can share that with you and everybody else who's watching,
so that's where I'm at. On Twitter what I'm just doing is I'm responding.

Alan So Gary

I'm counterpunching. Alan: Got it. So you have such a great entrepreneurial story. Working as
early as you did, and then helping your dad, and then going out and having
this a-ha moment, which you said at the wine show, if you guys aren't doing
this online, you're going to be left behind. What kind of advice do you
share with young entrepreneurs? Gary: I'm worried that young entrepreneurs
thinks it's easier than it is, that they think that they can just go out
there and fake-prenuers, that just raise some money and it will happen,
it's easy. A lot of people are
getting caught, and that is disappointing. So what I really try to teach
them is there's no sort shortcuts. It's super cliche, it's not like some
amazingly profound original statement, but boy do I believe in it. There's
no way to create the context without doing it.

Alan: All those hours of practice, all those
hours of being in the ring and sparring, and working up a sweat, that's why
they call it sweat equity, right? Gary: Absolutely. When I first heard the notion of Malcolm Gladwell's
10,000 Hours, and that become a cliche marketing thing, I didn't usually
buy into those kinds of things, but I was like, that makes sense, that's
how I got here. I've been thinking about these consumer behaviors
since I was selling baseball cards and trying to figure
out where to put my cards on my table and what kind of sign, and which
table did I want in the mall, the most strategic place to put it, and how
do I react to what was happening, and what stories could I tell that
nobody else was telling? Alan: The story that you tell in "Crush It",
about the sports cards and everything, is just a fabulous inspiration. I don't teach entrepreneurship
at the University, I help people learn about it, and I'm referring to you
more often than I am to Richard Branson or anything else, because I think
you're right at that level where I look at, this guy who did not have
advantages leveraged, and he leveraged through his mind, thinking, and
anticipating, and working his a** off.

Gary: I think the thing that's true it why
capitalism and entrepreneurship is so fun is it feels as close to fair as
it gets out there. If you are
gifted with that talent, that business, unlike some of the other things
that people can have talent is, you can force your way in. You don't have
to be discovered. Alan: So Gary, a lot of people get you. You've got a million followers on
Twitter, you're selling your books, they're all bestsellers. Who doesn't
get you? What's the persona of the person that says
no, I don't go with Gary's philosophy? Gary: You know, I think people with vested
interest in things being the way they are.

I push a lot towards this is a change, this
is a change, and if you're sitting there and you're guy who says
don't spend any money on banner ads and you're making all your money
on banner ads, or a guy who's saying everybody's fast forwarding commercials
and you make money based on commercials, you're not necessarily going
to love it. I think some people that just don't like extreme
extroverts or brashness, or ego, or cursing, or what the correct, polite
thing to do.

I can rub
people the wrong way. As much as I have selfishness, I have just
as much empathy and giving and caring, and so I think
ultimately vested interest against the things that I'm fighting, because
I'm trying to win legacy. I'm
trying to win historical correctness to leverage for business
opportunities. So that makes people that are on the wrong
side of history quite vulnerable. Alan: Gary, just a quick, one final question,
and that is, if you had to describe the Gary brand, what is it that you've
created so far in your brand equity? Gary: I think somebody who's really trying
to push the envelope of scaling the unscalable.

You made a statement early on, and I know
your place in this space and know that you interact with
a lot of people, and I appreciate that because I know you wouldn't
say it if it wasn't true. I am
trying to do that James Brown hardest working man in show business, love to
be known as the hardest working man in social media, mainly because I think
I am. Alan: You are. Gary: I'm struggling to find a person who's
putting more time and effort in things that are super not scalable, may not
seem so obviously time worthy, and there's not that many people that are
associated at my level, which I'm very fortunate to have, and I feel like I
got there a lot due to the fact that I'm scaling this unscalability, and so
I'm proud about that.

And I
would say the brand would be scaling the unscalable and I'm quite proud. I
don't need to be the smartest, I don't need to be the most right, I love
the fact that it I think deep down a lot of people that are closely paying
attention recognize that I'm putting in the most effort. Alan: There's no doubt you are, and Gary,
we're going to give away 12 of your autographed books for subscribers to
AQ's Blog and Grill. We just
started it, so if you're listening and you're going to watch this later,
please sign up for your subscription. Gary, thank you, you crushed it,
better with a right hook. Thanks Gary. Announcer: AQ's Blog and Grill.

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