In this episode of TrendSpotters, we take a look at how important blogging is to content marketing and answer client questions with the help of content marketer and blogger extraordinaire, Marcus Sheridan.
I had the distinct pleasure of attending last year’s Content Marketing World and witnessing in-person a keynote speech given by Marcus Sheridan. For those of you unfamiliar with Marcus, he has become famous for using content marketing — in particular, blogging — to save his company, River Pools and Spas, from sinking into bankruptcy (pun somewhat intended). He has grown the company’s website to be the number one pool site in the world. In addition, he’s built a vibrant community of marketers seeking to improve their understanding of modern marketing on his personal blog. These days, Marcus travels around teaching and speaking on what it takes to achieve marketing success. To see Marcus Sheridan speak in-person is to witness a passionate marketer who walks the talk. As he takes command of the room, pacing throughout and interacting with the audience, it becomes apparent why he’s called The Sales Lion.
A No-nonsense Strategic Marketing Approach
Marcus has always impressed me with the way he cuts through the nonsense and gets right to the point. In addition to being the catalyst for “The Great Marketing Conversation” webinars we did last year, he was a valuable panelist. The way he uses stories and analogy has a kind of friendly, homespun quality that delivers powerful marketing concepts that sound simple, but when you think about them, make perfect business sense.
Now, before you write Marcus off as someone focused just on B2C, you should know that he regularly advises high revenue B2B companies. He’s found the secret to reaching buyers with the information they are looking for and understands the intrinsic role of strategic marketing in the sales process. As a result, Marcus Sheridan has had a profound effect on the marketing world. His authentic, down-home style and message about honest communication earned him many keynote speaking engagements at the largest marketing events. He also recently got a coveted opportunity to give a Tedx Talk. “The Honest Economy” has garnered over 6,000 views in only ten days.
Keys to Successful Business Blogging
I reached out to Marcus to talk with him about some of the issues we hear from clients as they develop and implement a blogging strategy. He graciously agreed. We talked about:
- Developing a blog to build an audience
- Strategizing blog post topics and titles
- Leveraging content marketing to build trust
- Addressing customer questions with transparency and not giving up your “secret sauce”
Marcus passionately espouses the philosophy of answering customer questions. It has been the thing that has brought him success and he works hard to teach businesses the importance of something that seems so simple. Yet, many marketers agonize about how to use content marketing to reach their audiences. To quote Marcus on the subject of B2B marketing, his response is straightforward:
“Businesses have questions. They’re hoping someone is willing to give them the answer. That person who answers the best ultimately will likely win their trust. The one that earns their trust will likely earn the sale.”
A Revolutionary Marketing Strategy
Marcus recently made the front page of the New York Times business section with the interesting title, “A Revolutionary Marketing Strategy: Answer Customers’ Questions.” In our interview, he muses about how the article came to be and about the ‘revolutionary’ aspect of transparency in business marketing. I think you’ll enjoy this interview with Marcus and would love to get your thoughts and reactions. You can join the conversation by entering your comment below.
Let’s help Marcus get to the next level and give the “talk of a lifetime” in a Ted Talk. Click here to view his Tedx video. After viewing, click the “thumbs up” button. Then, share it with your network. I hope that you’ll apply what you learn and achieve great marketing strategy success.