MARKETING IN THE YEAR WE LIVE IN 28 SECONDS

Our reading notes on Gary Vaynerchuk

• The Mid-Funnel is the Biggest Opportunity in Marketing

  Vaynerchuk discusses Wine Library with Jon Evans and connects relevance to the period between noticing a business and deciding to buy. Someone who knows a shop exists may still be unable to choose a bottle for dinner. Answering that middle question gives organic material a job beyond announcing an offer.

• The Most Expensive 30 Seconds in Advertising

  At his Super Bowl roundtable with Jim Stengel and brand leaders, Vaynerchuk describes the event as a day to produce material. A participant trying a product, a creator explaining it and a broadcast spot serve different purposes. Planning those encounters ahead of time helps a team leave with something more specific than a highlight reel.

• An Unconventional Content Marketing Strategy: Getting 7M+ Views

  Vaynerchuk follows a substantial piece of content into shorter pieces distributed across different platforms. Community reactions supply material for subsequent decisions, including how to title a piece. The figure in the headline belongs to the author’s case, where an established audience and a production team were already in place.