{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F8533c39d-055e-42d1-84f4-1f337f871072","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"","title":"The Power of Content Marketing with Marcus Sheridan.","description":"In this week\u2019s podcast we have the brilliant Marcus Sheridan who is the author of one of my favourite books \u2013 \u201cThey Ask, You Answer\u201d. We are going to be talking about how this concept came about, why it is so important and how we can use this in our businesses going forward.\r\nKey Takeaways Covered In The Podcast\r\n\u2022\tMake sure you are talking to your customer through your content. Show them what they want to see.\r\n\u2022\tDon\u2019t over-complicate your content.\r\n\u2022\tFocus on the questions that your buyers want to know.\r\n\u2022\tThe 5 subjects customers research \u2013 price/cost, problems/negatives, comparisons, reviews/ratings and the best thing.\r\n\u2022\tThe mistake most companies make with their content, is to talk about answers that are not even in the buying funnel or they are the top of the funnel \u2013 you have to start at the bottom.\r\n\u2022\tThe questions at the bottom of your buying funnel are the questions you get asked all the time.\r\n\u2022\tYou should aim for 75% of your content to be focused on the 5 subjects that customers research.\r\n\u2022\tBe brave with your content \u2013 you don\u2019t have to follow the rules and worry about what your competitors are doing!\r\n\u2022\tTeaching equates to trust. Trust equates to sales.\r\n\u2022\tBe honest and transparent with your customers. \r\n\u2022\tOver 80% of all people will not go to a restaurant if they don\u2019t advertise their prices in their online menu.\r\n\u2022\tOver half of people will not buy what is in their basket if they can\u2019t find a discount code after seeing the code box.\r\n\u2022\tWhen discussing pricing in your business, help your customer to understand the market place in general.\r\n\u2022\tThe more specific companies are in talking about cost and price, the better the results become \u2013 more leads.\r\n\u2022\tGive your customers an educational experience.\r\nThe one thing you need to remember above all else\u2026\r\nCustomers are unlikely to purchase the first time they see your product or service, but if you are helpful, supportive, answering questions and giving knowledge, they will take that and remember you to purchase in the future.\r\nHighlights You Simply Can\u2019t Miss\r\n\u2022\tAn Introduction to Marcus 2:06\r\n\u2022\tSales Initiative vs Marketing 9:22\r\n\u2022\tRevenue from Action 17:15\r\n\u2022\tContent Creation 20:23\r\n\u2022\tAnswering your Customer\u2019s Questions 26:30\r\n\u2022\tBeing Brave with your Content 32:20\r\n\u2022\tBeing Honest with your Customers 36:30\r\n\u2022\tEducational Resources 47:10","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/3184ab48-2eec-4cd7-b544-dc1733811965/czU5bzU4oxGLQIxSPt6_NQW_.jpeg"}