Jay Baer on: Content as fire, social as gasoline

Jay Baer on: Content as fire, social as gasoline

November 28, 2016


November 28, 2016


Jay Baer on: Content as fire, social as gasoline


Tony Hallett
Managing director

Tony set up Collective Content in 2011 so brands can more easily become publishers and tell stories. This built on 15 years in media, from reporter to publishing director at Silicon Media Group, CNET Networks and CBS Interactive.


“Content is fire, social media is gasoline.”

Jay Baer, President, Convince and Convert

 A while back, for a few years, it felt like everyone jumped on social media as a great way to attract and speak with customers. But there was one problem: Lots of companies didn’t have something worthwhile to say.

We used to say they had the gun but no ammo. This is why Baer’s line resonated with us. It’s just a different analogy.

Social media is incredible in so many ways (good and bad). But it’s not so great when it’s just hot air.

Unusually in this series, this post is a two-for-one (BOGOF maybe?). Because Baer’s post made us think of another line, from another content marketing guru, Rebecca Lieb. She has said:

“Content is the atomic particle of marketing.”

It’s a similar idea. Your basic starting position is great content. On top of that, good things happen.

The great thing is that this foundational level of content can be used and reused – cut up, built upon and revisited. A 15-page e-book is likely also four or five blog posts, a bylined post in a publication, updates to your company LinkedIn and Facebook pages, maybe a podcast and video interviews too.

Maybe it’s the season to invest in the gift that keeps on giving.