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To make your brand robust, you must always be building trust

Marcus Sheridan is a content marketing success story. He grew his pool company, River Pools and Spas, into one of the largest in the world simply by answering every question a prospect could ask, consistently and honestly.

You know, by using content marketing.

And he grew his company during the most-recent economic downturn, when people didn’t have discretionary income. He will tell you he’s not in the pool business, he’s in the business of trust. If people trust you, Marcus says, you will succeed. Take a look at this video of his presentation about trust from Content Marketing World 2016:


Wow, so many key points in there for marketers. Let’s take a closer look at a few of them:

When people in your space have a question, do they think of you first?

  • Thanks to technology, people now have the ability to get answers from anyone in the world
  • If you hear what your target audience are asking and address their questions more consistently than anyone else, you will be successful
  • If they know they can come to you, that will be relevant now – and 20 years from now
  • Marcus has shown how content is a great investment in his business

What’s the difference between a principle and a platform?

  • Marcus says we need to ask ourselves this question everyday
  • He talked about how just 30 of the 75 software platforms from just a few years earlier are still around today; 33 are dead and 12 are on life support
  • Principles last and can be carried to a new platform
  • Trust is a principle that will never die – invest in principles like trust rather than platforms

In many organizations, sales and marketing don’t share the same vision

  • If sales tells you they don’t have time for marketing, you’re not educating them well
  • Marcus says it’s more important for sales people to attend Content Marketing World than marketers; marketing people should go to the sales conference, he says
  • These are the ways we can eliminate the silos between them

Marketers are subject mater experts in marketing, not the business. Do you know who the subject matter experts are? Your employees. They’re the people getting the questions and answering them all day long, says Marcus.

Content marketing, done well, sets up the sales team for success and they become the marketing team’s biggest fans. If that’s not the way the sales and marketing relationship works for you today, look to River Pools and Spas as your guide.

And look to content marketing to help you get there.

If you want to learn more about the critical topics all marketers need to know when adding content marketing to the mix, like answering every question your prospects have consistently and honestly, learn from the experts like Marcus. Come to Content Marketing World 2017, September 5-8 in Cleveland. Code BLOG100 saves $100! Register today!


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