Content marketing: how to dominate your industry and form a culture in the process
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In 2008 the financial crisis hit, and Marcus Sheridan’s pool building company ran straight into a recession.
Over 48 hours, his company lost five deposits on in-ground pools. That’s $250,000—big money for the firm.
By January the company had overdrawn its bank account in three straight weeks. Hear how a content marketing strategy allowed it to overcome this crisis—and thrive.
In this session you will learn how to:
- Craft a plan to create unlimited content that gets big results
- Produce content that builds trust and has a strong influence on your readers
- Leverage your employee base to generate more content than you dreamed possible
- Increase sales with content that relates to your audience
- Build trust through honesty
Don’t think his talk has nothing to do with your organization. His lessons aren’t just for swimming pool builders. His message is all about using content to build any business or organization.
Find out why transparency is essential—even in things some organizations would rather hold back on, such as cost. Because Sheridan’s company was willing to discuss costs in an article, its analytics went nuts on Google. This led to $2 million in revenue that it never would have had had it skirted the question.
“I’m asking you to stop ignoring questions that people want to know about,” he says.
They ask. You answer. Period. That’s his rule. Sheridan even answered questions about who his best competitors were.
Learn why it starts at the top, and find out about the “why” workshop. Learn about editorial calendar set—name, date, and title. Figure out content guidelines, and the meaning of the acronym “Keep It Simple, Stupid.”
Start here and learn to build your business through content marketing.
Marcus Sheridan is founder of The Sales Lion and Partner at River Pools and Spas. In 2001 and fresh out of college, he stumbled across his first business with two friends and began installing swimming pools out of the back of a battered pickup truck. 9 years later, and with the help of incredible innovations through inbound and content marketing, Sheridan's company overcame the collapse of the housing market and became one of the largest pool installers in the U.S. It currently has the most visited swimming pool web site in the world: www.RiverPoolsandSpas.com.