+49 30 208.989.780

Decoded: Content Marketing with Gary Vaynerchuk – Part 1

Anyone involved in content marketing knows that the World Wide Web is full of concentrated knowledge, expert tips and training on SEO and SEM, social media marketing, content strategies, link building and much more. But in everyday life there is often no time to follow all these digital experts and platforms. That’s why we created our blog series “Decoded”. Each post is dedicated to a different specialist and his input on a topic from online marketing. This time it’s the turn of content marketing and social media expert Gary Vaynerchuk.

Content Marketing Decoded GaryVee Crispy Content®
Content Marketing Decoded GaryVee Crispy Content®

Content Marketing: Gary Vaynerchuk’s Tips for Success – Part 1

You can use high-quality, targeted content to inspire prospects and customers about your brand, service, or product. But to be successful, you need not only a well-developed strategy but also practical ideas on how to develop content and distribute it to your target audience.

Today, content is more diverse than ever: there are website texts, blog posts, vlogs, podcasts, photos, Instagram stories, GIFs and much more. One guy who really knows his stuff for content marketing and social media is Gary Vaynerchuk.

Who is Gary Vaynerchuk or GaryVee?

The US entrepreneur (*1975) recognized the opportunities of the Internet early on. GaryVee, as he calls himself, launched the Wine Library website in 1997 and increased the sales of his family business from three to 45 million dollars within five years.

With his brother AJ, he founded the full-service advertising agency VaynerMedia in 2009 and was already offering social media monitoring to his clients when most companies were still laughing at social networks like Facebook and LinkedIn. Today, he’s a true content machine, posting a new video every weekday on his YouTube channel GaryVee, and on other social media channels. In addition, there are blog posts, podcast episodes, posts and much more.

By the way, if you want to learn even more about content marketing, check out the #Decoded blog posts on Neil Patel (SEO), Michael A. Stelzner (social media marketing) and Noah Kagan (email marketing).

[FREE Ebook] Content Marketing Tools Essentials

Tip 1: How to reach 35 million views with a single keynote.

If you’re a busy guy like GaryVee, you need to know how to make the most of content. Every day he releases a new episode for his TV channel – and each one is about 45-60 minutes long. To best distribute this content on social networks within his target audience, he uses micro-content. In this way, he can reach up to 35 million views with a single keynote.

How does micro-content work?

GaryVee describes his model like an inverted pyramid. He creates a central “content piece.” This can be a daily vlog, a keynote, an interview, or a podcast. From that one piece, his team creates more than a dozen smaller content snippets, which are then published on his social media channels – in a form appropriate to the social network and audience. To stay with videos: LinkedIn videos should be a maximum of 10 minutes long, Instagram videos a maximum of 1 minute and Snapchat videos even a maximum of 15 seconds.

Attract viewers and listeners in the first round with micro-content.

The first posts on social media aim to draw users to the new content and get them to watch, listen, or download. Gary invites them to comment diligently and time code their favorite parts.

Analyze user comments and incorporate them into new micro-content.

Gary’s team then looks at all the comments and incorporates the results of the analysis into new micro-content. The idea is to select those passages that have most excited viewers/listeners. The best clips are then posted again on social networks – always to draw attention to the original content piece. However, some micro-content is also suitable as new original content, as we present it with customized text and headlines.

Create short videos, photos with quotes, GIFs, and in-depth blog posts.

You can keep broadening the base – or rather the top of the pyramid. Gary’s most memorable words become photos of him with quotes. From memorable gestures, his team creates Animated GIFs that users can use to add to their own dialogue communications. He posts 15-second clips as Instagram Stories to re-engage viewers with the micro-content.

Finally, key themes from the original content piece are turned into blog posts. In doing so, Gary brings in one to three additional focal points to offer his readers something new.

To see what viewer numbers Gary has achieved with each micro-content, check out his blog post, „How to Grow and Distribute Your Brand’s Social Media Content“.

Online Course Making Content by Crispy Content

Tip 2: How to successfully build your own brand with an authentic appearance and a “learn as you go” philosophy

A company consists not only of its products or services. It interacts with its customers; it has a reputation in the marketplace, and it reflects certain values. Gary Vaynerchuk is very successful in branding: he associates all of his entrepreneurial projects with his name: the Q&A show “#AskGaryVee,” the “DailyVee” blog, and his podcast series “The GaryVee Audio Experience,” to name a few. This has allowed him to gain 8 million followers on Instagram alone for his channel.

Don’t think long and hard, try it out

Just start small and see what the reactions are. Take those reactions to plan your next steps and adjust your strategy. If you seek advice from others, only you can decide what to implement. It all depends on your strategy, your will, and your (or the company’s) interests.

Also, don’t worry about oversharing, i.e. posting too much content.

According to Gary, the market decides what is too much information. It’s about finding a balance between you and your market: First you decide what content to post, then the market decides if they like that content or not.

Stay authentic and natural

Decide which topics you want to talk about and which you’d rather not talk about. This is especially true for those of you who are building a personalized brand. For example, Gary has chosen not to post anything about his children, nor to get involved in discussions about healthcare or crypto currencies.

His mindset: “I’m not really interested in judging people, especially if we don’t know the full context. I am, however, very interested in loving people until they prove something else. I’m compassionate, empathetic, and sympathetic. And I don’t need validation from others. I am in my cocoon, and that is what you need to practice. Period, end of story.”

Publish audience-focused content

If you want to successfully build your brand, publish content that benefits your target audience. Show them what problems the target audience has that your products or services solve. Explain how things work in your field and help them educate themselves on your topic area.

For example, as a successful entrepreneur, GaryVee shares a lot of expert knowledge in his videos and podcasts on how people can get their own startup off the ground.

New call-to-action

Tip 3: How a mix of passion and practicality can make your storytelling work on social media.

In the cinema, you watch a two-hour movie and let yourself be captivated by the story. In the social media feed, you turn down content that can’t be captured in a few seconds. So context plays an important role in storytelling. No one watches a 30-minute video on Instagram or reads a 500-word text on Facebook. What makes the difference is whether your story fits the context AND elicits a positive response.

Storytelling as it was in 2009?

GaryVee takes a very critical view of storytelling in social media: he feels that most people in businesses and media agencies are telling stories in 2019, as if we were still in 2009. His approach to this is to think about what will happen 24-36 months from now, and from there, create a backward-looking plan and think about how to get to that point in the future, step by step.

The media and communications landscape has changed

We no longer live in a world where the TV program decides when we watch which movie or news. Today, all content is on demand: each individual decides for himself when and for how long he accesses certain permanently available content. Communication has also changed. Hardly anyone calls anymore, rather we send messages, whether on WhatsApp, Facebook or Twitter. That’s why storytelling has changed, too: In your content marketing strategy, consider this change in media consumption, and modern communication channels, so you can continue to reach your target audience and get them excited about your products or brand. So don’t just think in terms of one channel, but pursue an omni-channel strategy: be present wherever your target group is on the move.

Exploit the potential of social networks

Through social networks such as Facebook, Twitter, Instagram and LinkedIn, you can reach hundreds of millions of people every day with your content. These free platforms, along with myriad technologies and tools, make it easier than ever to create content at a low cost, compared to the investment required to do so a decade ago.

Know the differences between social platforms

To make your storytelling work, you need to adapt the story to the social network you’re using. People are on Facebook for different reasons than they are on Instagram or Pinterest. Familiarize yourself with the different social platforms and tailor your content to them. With that said, any type of story can work as long as it appeals to emotions. Be serious, sentimental, funny, sad or nostalgic in your messages.

Analyze reach within your target audience

Every social media platform has reach. You just need to find out what the reach of each network is within your target audience. For example, TikTok isn’t just for fun videos. There are already quite a few brands that successfully use the social network in social media marketing. These include Mercedes-Benz, Zalando, Lidl, WWF Germany. Even the German Federal Ministry of Health has a TikTok account.

Document content instead of always creating new content

Documenting means you have a central “content piece” that you break down into smaller sections for further publishing. Remember the concept of micro-content above?

Even if you don’t have a huge team to help you, you can easily record and distribute podcasts on your smartphone using tools like Anchor, for example. Reorganize the transcript of the podcast episode a bit and publish it as a blog post. Or record a video of yourself at the same time as the podcast, cut it into short sequences, and post it on social media.

You can find out more about storytelling on Facebook, Instagram and the like in Gary Vaynerchuk’s blog post „How to Tell a Story on Social Media“.


Gerrit Grunert Crispy Content® HubSpot Interview
Gerrit Grunert, CEO, Crispy Content®

What does Gerrit from Crispy Content® have to say about it?

“GaryVee has perhaps not yet completely solved one of the biggest problems in content marketing – scalable content production – but optimized it in such a way that it no longer has to be a blocker in campaign creation. Especially as a content marketer with a certain sense of mission, I prefer developing new things rather than recycling existing ones. But does that make sense from a commercial perspective? Mostly, no.

I wonder every time a new concept comes to mind (in recent years, that’s been the “Content Marketing Excellence” method, the “Methodical Content Marketing” book, the “Making Content” online course, and the “ROI-driven Content Marketing” sales pitch) what GaryVee would do in my shoes. Create less, recycle more – but I learn ;)”

Crispy Content Newsletter

More tips on content marketing and social media marketing

Staying authentic in your presentation, using content pragmatically and exploiting the potential of social networks – this is how you can increase your reach, reach your target audience and get them excited about your products and services. Just get started!

More tips from Gary Vaynerchuk on content marketing and social media marketing will be available soon in Part 2, so stay tuned! In the meantime, check out the other posts in our Decoded series. Neil Patel reveals lots of SEO hacks, Michael A. Stelzner is one expert on social media marketing, and Noah Kagan has tips for successful email marketing.

Crispy Content® Team Editorial Team Crispy Content® Team

Creative, smart and talkative. Analytical, tech-savvy and hands-on. These are the ingredients for a content marketer at Crispy Content® - whether he or she is a content strategist, content creator, SEO expert, performance marketer or topic expert. Our content marketers are "T-Shaped Marketers". They have a broad range of knowledge paired with in-depth knowledge and skills in a single area.

Crispy Content® Mailing List

100% Crispy Content® and 100% no spam!


More topics you might like

15 Content Tools We Still Use In 2020 | Part 1

We present the tools we use at Crispy Content® to realize content production. Today: Content Discovery and Content Planning.

#Decoded: Content Marketing und SEO mit Brian Dean Teil 2

Die besten Hacks von SEO-Genie Brian Dean: Erfahrt, mit welchen Strategien ihr euer Ranking verbessert und packende Online-Videos erstellt.

#Decoded: Content Marketing and SEO with Brian Dean Pt. 1

The best hacks from SEO genius Brian Dean: Learn which strategies work best for content marketing, PR and landing pages.

TikTok Marketing: 6 Reasons B2B Brands Should Use It

TikTok is one of the quickest growing social media platforms at the moment. We show you 6 reasons why B2B brands should use it too.

Decoded: Content Marketing with Gary Vaynerchuk Part 2

Learning from the "Content God" - Part 2: Learn from GaryVee which social media strategies will make you successful in 2021.

Decoded: Content Marketing with Gary Vaynerchuk Teil 1

Learn from the "Content God": Find out how GaryVee reaches millions of fans with micro-content, storytelling and an authentic brand - part 2 follows.

An Entrepreneur's Guide to Social Media Management Software

Still wondering what sets real social media pros apart from the rest? Social media management software they pay for. We list the ones that are worth to pay for.

Content Marketing: Email Marketing with Noah Kagan Part 2

Do you want to generate leads and more sales through effective email marketing? Discover tips 6 to 8 from online marketing expert Noah Kagan.

Content Marketing: Email Marketing with Noah Kagan Part 1

Want more leads and sales through effective email marketing? Discover the first 5 tips from online marketing expert Noah Kagan - part 2 follows.

The Customer Journey

In "Content Marketing 101" Crispy Content® highlights the most important topics in Content Marketing – here we focus on the customer journey.

The Conversion Funnel

In "Content Marketing 101" Crispy Content® highlights the most important topics in Content Marketing – here we focus on the conversion funnel.

The 7 Steps SEO Audit

In this article, content marketing expert Gerrit Grunert from Crispy Content® shows how anyone can perform an SEO audit in 7 steps.

Social Media Marketing Decoded mit Michael Stelzner – Part 2

You want to improve your performance on Facebook, Instagram, LinkedIn and TikTok? Discover 6 practical tips from Social Media Examiner Michael Stelzner.

Successful Blogging: 14 Effective Example – Part 2

Blog success factors, blog millionaires and your next steps - all this in the second part of our little series on "Successful Blogging".

Content Marketing: SEO Hacks by Neil Patel – Part 2

You want to improve your ranking in the search engines and get more traffic to your site? Discover 7 practical SEO tips from digital expert Neil Patel.

Successful Blogging: 14 Effective Example – Part 1

We have collected 14 blog examples that have been successful over the last six years. And we have investigated why this is so. Here comes part 1!

Google Featured Snippets: Opportunity or Risk?

Featured snippets ensure zero-click searches, 50.33 percent of all search queries end up on the Google homepage. Is that chance or risk?

Social Media Marketing Decoded with Michael Stelzner – Pt. 1

Looking for ideas for your marketing on Facebook, Instagram, LinkedIn and TikTok? Discover 7 practical tips from Social Media Examiner Michael Stelzner.

Content Marketing: SEO Hacks by Neil Patel - Part 1

You want to improve the search engine ranking of your website? In our series we present the most important SEO tips from digital expert Neil Patel.

FREE Online Course: "Making Content” (7 Lessons)

An online course with 7 lessons to produce high-quality digital content – quickly, easily and affordably.

10 Steps For Your Perfect Website Content Strategy – Pt. 2

A guide for content marketers who want to develop a website content strategy. The second part deals with features, structures, keywords and governance.

10 Steps For Your Perfect Website Content Strategy – Pt. 1

A two-part guide for content marketers relaunching a website. The first part deals with goals, target groups, positioning, topics and formats.

15 Content Tools We Still Use In 2020 | Part 2

We present the tools we use at Crispy Content® to realize content production. Today: Content Production and Content Distribution.

Post COVID-19: 10 Reasons Germany will be Your Next Market

There will be a future after COVID-19 - and it probably looks more promising in Germany than in most countries of the world. We show you why!

How to Do Content Production for Blogs with Airtable

In this detailed overview, we explain how complex content production projects can be completed with Airtable.

"Car dealerships need social media marketing"

The car industry has been severely affected by the corona crisis. Gerrit gives tips on how the crisis can be used as an opportunity with social media.

Content Marketing Agency – 10 Lessons Across 10 Years

With our ten lessons from ten years as a content marketing agency you can save time, money and stress by reading this now!

Gerrit Grunert: A HubSpot Interview with CIO Applications

What does an international company have to consider when choosing a German HubSpot partner? Gerrit Grunert reveals this in an interview. Read it now!

SEO in Real Life

Here we explain how Google works with a small, real-life theater game from our SEO workshop. Learn more here!

How To Create A Persona - Methodical Content Marketing

Why are personas important for content marketing? How many do you need? Read about this and more in Gerrit's new book "Methodical Content Marketing".

The Digital Transformation Of The PR Agency

How can PR agencies embrace the digital? This article by Crispy Content® reveals how PR agencies can master digital transformation in 4 easy steps.

An Interview With Territory’s Director Sandra Harzer-Kux

Crispy Content® interviews Territory's Managing Director about the hot topic of content marketing. Read about the first half here!

Campaign Management 101: Campaign Layering

Ever wondered how you can convey brand values in a more creative way across multiple platforms? This blog provides an intro campaign layering.

Methodical Content Marketing: Persona Pt. 1

What advantages does persona development have for both sales and marketing teams? What can they add to content marketing? Read more about this works.

Reputation Marketing and ROI

Reputation management has ROI? Yes! And it should be considered reputation marketing instead! How does this work? Read more in this blog to find out!

How Much Does A Content Marketing Strategy Cost?

How much does a content marketing strategy cost? Which aspects go into developing a strategy? The content experts at Crispy Content® break this down.

Mo' Money, No Problems – the Live Show from Searchmetrics Summit

How you can use an optimized customer journey to win over customers and many other topics in our Live Show from Searchmetrics Summit 2017!

Marketing Automation – From Persona to Personalization

Buyer personas are important, but how should you get your message across to individual users? Personalisation as an tool of marketing automation is the key.

Checklist: Competitiveness Analysis in Content Marketing

Only those with an eye on the competitiveness can position their content marketing strategy successfully. Here’s a handy checklist.

Return On Content Marketing Investment

You’ve invested in a content marketing strategy – but has it been worth it? We show you how to calculate the ROI for your content marketing.

Conversion Optimisation in Content Marketing

In this blog post, we show you how to optimise your conversion rate within your lead generation activities.

Content Marketing Strategy vs. Content Marketing Campaign

Campaigns are the beating heart of a content marketing strategy, not merely the icing on the cake. Here’s a recipe to try “at home”.

How to Find the Right Content Marketing Agency

Finding the right content marketing agency can be tricky. These are our insider tips:

Predictive Lead Scoring – A Glimpse Into the Future

Predictive lead scoring builds on traditional methods, but exploits the possibilities of modern technology much more effectively. We show, how it's done!

Big Data in Content Marketing

Here, you can learn why big data is so important to your marketing activities and how your company can best process user-generated data masses.

How to Create a Content Marketing Strategy

Those wishing to invest in content marketing require a tailored strategy. In six easy stages, we show you how to get one.

Lead Scoring: The Highest Form of B2B Marketing

We show you how to use lead scoring to evaluate potential customers more effectively and bridge the gap between marketing and sales.

Next Level Lead Nurturing

Turning leads into customers requires a care, time and a suitable strategy. Lead nurturing accelerates this process significantly.

Outstrip Your E-Commerce Competition

How can online retailers steer the purchase decisions of potential customers – in all phases of the buyer's journey?

The 3 Biggest Content Marketing Pitfalls

Bad content marketing is often marked by the same recurring errors – three of which are particularly severe.

Storytelling: Why the Brain loves Stories

Storytelling and mirror neurons? We explain how to use neuroscientific research to tell stories that will delight your customers.

7 Email Marketing Trends You Should Know

Those who allow email marketing trends to pass them by will soon be watching the competition do the same. It's essential to keep these 7 points in mind.

Conventional Marketing Doesn’t Work On Millennials

Millennials have announced it loud and clear: content marketing is the best way for marketers to reach their goals.

6 arguments why insurance companies should practice content marketing

How do insurance companies integrate content marketing into their marketing strategy?

5 arguments why financial services providers should practice content marketing

How important is content marketing to companies that deal with insurance, investment and financing and which strategies do they pursue?

Off-page analysis: Quality & quantity keywords

We’ll show you which SEO data is important for your keyword strategy and how you can benefit from your competitors’ success.

5 reasons hotel chains should practice content marketing

The Crispy Content Sector Review shows that hotel groups are still neglecting content marketing.

Six building blocks for successful localisation

We have created a checklist of the six building blocks of a high quality full service localisation.

4 reasons tour operators should practice content marketing

In our Crispy Content Sector Review we examine what companies within a specific sector can achieve with content marketing.

7 easy steps to the perfect long tail keyword

How can you improve your ranking efficiently and sustainably without spending money on it? We’ll show you how!

Storytelling competence check: How to spot content marketing talents

How can you even tell if an agency or freelancer can offer the required storytelling potential? We have compiled the key indicators for you!

Content Marketing on Instagram: 5 successful examples

We’ll show you how to realise your brand’s content marketing strategy using Instagram.

Content Marketing: 9 tips for a successful blog promotion

Networking, Social Media Marketing and Reposting: That's how you seed your Blog Content!

Your successful content marketing cycle in 6 steps

These 6 steps will help you develop your very own content marketing cycle.