How Jay Baer Spins Ideas Into Blog Posts, Speeches and Books

In this series, I am interviewing some of the most amazing bloggers and content creators, and digging into their preferences and processes so that we can all learn from their example.

Today’s interview is with the incomparable Jay Baer, New York Times best-selling author of six books, speaker and digital strategist. Jay has advised companies like Caterpillar, Nike, 3M, Oracle, adidas, and 33 of the Fortune 500, he was enshrined in the Professional Speaking Hall of Fame, and Jay’s Social Pros show was named Best Marketing Podcast in the Content Marketing Awards.

I’ve known Jay since we bonded over stunning sport coats at Content Marketing World in 2015, and I couldn’t be more pleased to share his insights with you today.

What’s your poison? Blog or Video or Podcast? Why?

Really all of them. As of right now, I’d say podcast if forced to choose.

What has been your most successful piece of content, and why?

On an ongoing basis, probably SocialPros.com podcast. Or my books: Youtility, Hug Your Haters, Talk Triggers. If you’re looking for a single blog post or something…

I wrote this one way back in 2008 or 2009 and we’ve updated it over and over since then. It’s STILL our #1 post, which says something about longevity!

How to Create a Winning Social Media Strategy in 7 Simple Steps

How do you streamline your content creation process for efficiency and excellence?

Amazing team that helps take raw content creation and get it edited, posted, and distributed. I try to spend my time on the things that I am uniquely qualified to do, which is the ideation and creation of content.

Where do you get your ideas for content?

Talking to our clients and our strategy team, primarily. Also, many of my friends are business owners and entrepreneurs. Their questions become blog posts and podcast episodes, which become parts of a speech, which become parts of a book, etc.

RELATED: Track your ideas in The Blog Planner.

How do you, how do we put it… make money off this stuff?

Consulting, speaking, sponsorships, book royalties

What would you say has been a defining moment in your career as a content creator?

I remember Jason Falls was the first person that ever tweeted about something I wrote. Brogan shortly thereafter. I’ve never felt more validated. That was in 2008. Also, Youtility became a New York Times best-seller. And being inducted into the professional speaking hall of fame.

When it comes to content creation over the next year, what are your plans and intentions?

Continuing my two podcasts. Really want to ramp up on YouTube. Probably will start a new book within 12 months, once the keynote version of it is super strong.

Follow-up Question: Can you elaborate on what you mean by ‘once the keynote version is super strong’? I believe I know what you mean but I think it will be really interested for readers to hear how that piece of ‘content’ develops over time and then evolves into something completely different.

On the keynote thing, I am a little different because I don’t write a book until I have a keynote speech on that topic, and have delivered it 25+ times. I find it makes the books better. Stories are more polished. Narrative is more dialed in. May take a while to get to 25 at this rate, however! 

Who is your favorite content creator and why?

impossible! I would say I consistently love the work of Mark Schaefer and Ann Handley, but if I had to pick just one today I’d say Andrew Davis.

What’s the one takeaway you want to impart on someone who, let’s say, is a blogging n00b. 🙂

The only way you can succeed today is to be somebody’s favorite blog in the whole world. Figure out who that is. Write for them. And then find more people like them.

You can read and listen to more of Jay’s fantastic content at ConvinceAndConvert.com and JayBaer.com, and be sure to follow him on Twitter!