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Interview with Marcus Sheridan, The Sales Lion on Content Marketing

 

In my last post, I wanted to share a case study of a small, niche buisness using content marketing amazingly well. I wanted to demonstrate proof where a company saw literally MILLIONS of dollars in increased sales by using content and inbound marketing well. Sure, I could've highlighted the standard case studies such as Dell and Zappos. But our clients don't have the size and resources of those two brands. So I shared the story of my friend Marcus Sheridan and River Pools and Spas.

Recently I had a chance to interview Marcus and chat about getting started with content marketing. Below the video, I share my key takeaways. What about you? 

(And we shot this interview in an open room at a conference in Minneapolis so please excuse the background noise.;-)

KEY TAKEAWAYS/LESSONS LEARNED

  • The key to success is pretty easy. KEEP IT SIMPLE! BE GENUINELY HELPFUL!

What is content marketing? 

  • To be a great teacher, you have to be a great listener. If a client asks a question, answer it but also make it a blog post.
  • A huge part of the sales cycle is over before a prospect calls you. Experts estimate 60-80% is of the sales process is completed before a person will contact a company or business. This means customers are self-educating by view content online. If you don't have a strong online presence, you must understand your customers will be learning from your competitors who are online and sharing valuable content.
  • Content Marketing works around the clock, educating, sharing and selling. It doesn't take time off. It's working when your clients are working.
  • Content Marketing is NOT complicated. It's nothing more than teaching people what we do.
  • To get started, figure out the problems and questions your clients have and answer them.
  • Content can be shared in a variety of formats based on what works best for your audience and you. You can use a blog format, videos, ebooks, whitepapers, free DVDs, etc.
  • Content Marketing isn't new! It has been around for a long, long time.
  • He who gives the greatest teaching advice in his industry is likely to be the most successful. 

 

Comments

Great stuff here, and Marcus makes a great point about content marketing. There are lots of people who say that if you give it all away then there's no reason for anyone to call you up. I sometimes feel that way, but I can't stop helping anyway. Nice job.
Posted @ Monday, January 14, 2013 8:53 PM by Mitch Mitchell
Thanks so much Mitch for stopping by sir. I couldn't agree with you more. So many people are afraid of giving away their "secret sauce" that they don't realize there are very few secrets to keep. I was too, until I became friends with Marcus and saw the proof of what he says.  
 
It's quite simple and that's why I don't think most people get it. The more we give, the more good will we develop. And ultimately people do business with those they know, like and trust. So why not get rid of the curtain, be open with your audiences (in an intelligent way) and build tons of good will so you can develop quality LONG-TERM business relationships. 
 
One of my favorite examples of removing the curtain is what McDonald's does in Canada with their Your Questions campaign. They answer a lot of customer questions that would make many competitors nervous or uncomfortable answering. But by answering the questions, McDonald's Canada shows they have nothing to hide and they are building good will with their customer base. Funny thing is I share this example all the time and I don't even eat McDonald's ;-) But now I'm much better informed about how they operate and can wade through a lot of the rumors about their organization online. 
 
Keep helping out sir, because you are making a big impact in the lives of those you help. The payback might not be immediate, but it will come back to you many times over. 
 
I look forward to staying connected. 
Posted @ Monday, January 14, 2013 9:21 PM by Don Stanley
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