Marketing and SalesContent Marketing
Introduction
“They Ask, You Answer” is a transformative book by Marcus Sheridan that reshapes the way businesses engage with their audience through content marketing. Sheridan shares his own experience of turning around his struggling pool company by embracing a transparent, customer-focused content strategy. This summary outlines the key points from the book, bolstered with concrete examples and actionable advice.
1. The Philosophy of “They Ask, You Answer”
Core Concept:
Sheridan’s core philosophy is simple yet powerful: Answer every question your customers have. By doing so transparently and comprehensively, you build trust and authority.
Action:
- Start a Question Log: Document every question asked by your customers or prospects during interactions. This becomes your content roadmap.
2. The Big 5 Topics
Sheridan identifies five crucial customer questions that should form the backbone of any content strategy:
2.1 Pricing and Costs
- Example: River Pools and Spas addressed the cost of fiberglass pools in detailed blog posts, even though it was a complex and variable topic.
- Action: Create content that breaks down the pricing structures of your products or services, explains the factors influencing costs, and compares different pricing tiers.
2.2 Problems
- Example: Writing articles on the potential issues with fiberglass pools helped River Pools become a trusted source.
- Action: Develop content that openly addresses the drawbacks or common problems related to your offerings, and suggests solutions or mitigations for those issues.
2.3 Comparisons
- Example: River Pools created comparison articles between fiberglass vs. concrete pools, highlighting pros and cons objectively.
- Action: Write comparison guides to elucidate the differences between your product and competitors’, or between different products you offer, aiding customers in decision-making.
2.4 Best of Articles
- Example: Lists like “Top 5 Pool Contractors in Virginia (We’re Not Included)” position you as a trustworthy advisor, even when you recommend competitors.
- Action: Compile “best of” lists that may include competitors, ensuring to provide a fair and non-promotional assessment of each option.
2.5 Reviews
- Example: River Pools reviewed various pool products and accessories, furthering their authority in the market.
- Action: Offer honest reviews of products and services within your industry, including those you don’t sell, to establish a reputation for impartiality and expertise.
3. Building Trust Through Transparency
Transparency is the cornerstone of Sheridan’s approach. By being open about every aspect of your business, you foster deeper customer trust.
Action:
- Open Book Pricing: Publish your pricing structure online, including any potential additional costs. This eliminates uncertainty and makes your company appear more reliable.
- Employee Spotlights: Share stories about team members to humanize your brand and build connections with potential customers.
4. Content as the Greatest Sales Tool
Sheridan emphasizes that effective content should directly drive all sales conversations.
Action:
- Create Video Libraries: Develop a comprehensive video library where you answer common customer queries. This form of content is especially engaging and can significantly enhance user experience.
- Documented Sales Process: Train your sales team to use this content during interactions with prospects. Encourage them to direct potential customers to relevant articles or videos for further information.
5. The Role of Video Content
Video is highlighted as an indispensable medium due to its engaging nature and ability to convey information effectively.
Action:
- Educational Videos: Produce videos explaining complex aspects of your products or services. Use tools like demonstrations or step-by-step guides.
- Customer Testimonials: Film and share customer testimonials to provide social proof and validate your value proposition.
6. Team Buy-In and Content Culture
For content marketing to succeed, Sheridan underscores the necessity of company-wide buy-in.
Action:
- Workshops and Training: Conduct workshops to educate employees about the importance of content marketing. Ensure everyone, from sales to customer service, understands their role in this strategy.
- Content Contribution: Motivate employees to contribute ideas and even create content based on their interactions and expertise.
7. Effective Content Distribution
Creating content is only half the battle; effective distribution ensures it reaches and resonates with the target audience.
Action:
- SEO Optimization: Optimize your content for search engines to increase visibility. Utilize keyword research tools and best practices in on-page SEO.
- Social Media Sharing: Share your content across various social media platforms to broaden your reach. Tailor the message to fit the platform’s audience.
8. Measuring Success
Sheridan stresses the importance of tracking metrics to gauge the effectiveness of your content marketing efforts.
Action:
- Set KPIs: Define key performance indicators like website traffic, engagement rates, and conversion rates to measure success. Use tools like Google Analytics to track these metrics.
- Regular Reviews: Schedule regular reviews of your content performance. Analyze which pieces are driving the most traffic and conversions, and refine your strategy accordingly.
9. Real-Life Examples of Success
Sheridan includes multiple case studies of businesses that thrived using the “They Ask, You Answer” methodology.
Example:
- Yale Appliance: By answering common customer questions and creating detailed content about their appliances, they saw significant growth in organic traffic and sales.
- Action: Highlight successful customer stories within your industry. Use these as case studies in your content to showcase your expertise and results.
10. Conclusion
“They Ask, You Answer” is not just about content creation; it’s about adopting a mindset of transparency and customer-centricity. By diligently answering the questions your audience is asking, you stand to build unparalleled trust and authority in your industry.
Primary Takeaway:
Embrace an ongoing commitment to answering customer questions honestly and thoroughly.
Action Plan:
1. Start with a content audit to identify gaps in your current strategy.
2. Implement The Big 5 topics into your content creation calendar.
3. Invest in video production to complement your written content.
4. Promote a culture of content within your organization.
5. Measure and iterate on your content strategy based on performance data.
By following these principles from “They Ask, You Answer,” businesses can expect to see improved engagement, authority, and ultimately, sales.
Final Thought:
Success in content marketing, as Marcus Sheridan demonstrates, is a long-term investment. Commit to consistently addressing your audience’s queries, and you’ll create a trusted, authoritative presence that drives meaningful results.