The first guest of the 2017 season of Leading matters is Marcus Sheridan, a content marketing visionary who has used the technique to save one struggling business and build another successful one. The secret, he says, rests in creating to educate.

Welcome to episode 50, and what an awesome guest to have on a milestone episode. I have been following Marcus Sheridan’s work since about 2010, and over that time he has reached thousands and helped just as many. I have seen his message mature significantly over the last year and I was eager to have him on the show to share his insight about using content to market and sell. I am so happy that he agreed to appear when I invited him because the episode is fantastic and is going to motivate you to take a whole new look at your content strategy and execution.  SHARE this one because there are many out there, in companies of all sizes that need to hear Marcus’s perspective.

HIGHLIGHTS

Content marketing will work for every business if. . .
Right out of the gate Marcus makes it clear that education is key. Buyers want information, and even today in 2017 too few are offering up answers. Clueing your buyer with the answers on the typical questions that they have when they consider a product or service like yours makes all the difference.

Your content should make immediate impact on sales.
Here’s an idea, put on video detailed answers to the most common questions that your prospects have early in the deal cycle. Make it required viewing before the first meeting. This is exactly the sort of thought we need to have when creating our content.

Face it most sales people simply don’t get your content.
You need buy-in from a resistant sales team, and they think your lead quality is questionable? Well if you are a content believer you have to understand that a large majority of sales professionals inherently do not place high value on using content in their deal cycles.

Lack of vision drives mediocrity
The allure of inbound marketing and content marketing is that it draws prospects to you. However, if we lack a clear vision of how we help our market and our target buyers, our efforts will be consistently mediocre.

Why Marcus has embarked on a personal video blog and what it has taught him
Marcus shares why he decided to create the Balance, an intimate and personal video blog. You’ll also hear why Marcus believes that every business should have a full-time videographer.

How to make awesome content
Simple, if you engaged someone who was seeking answers and they found them through your content; that is awesome content.

A sure-fire exercise that improves the effectiveness of your content.
Marcus includes a simple yet very effective way to immediately identify how well you are staying out in front of your prospects need for information.

Show Notes
They Ask You Answer – Marcus Sheridan’s new book.
The Sales Lion (Marcus Sheridan’s Consulting and training company)
The Balance – Marcus Sheridan’s personal video blog
Episode 26 of the Balance