By Pamela Muldoon published July 16, 2012

No-Excuses Content Marketing with Marcus Sheridan [Interview]

no-excuses content marketing with Marcus Sheridan, CMILike so many content marketers, I learned about Marcus Sheridan last year at Content Marketing World.  I was fortunate to sit in on his breakout session and experience the triple threat of Marcus: great content, amazing energy and awesome humor!

His authentic approach to content and inbound marketing can be found at his website The Sales Lion, and this year he earned the big stage as a keynote presenter for Content Marketing World 2012.  I loved interviewing Marcus for Content Marketing 360 Radio Show; he’s a great conversationalist who tells it like it is by offering a true, no-excuses approach to gettin’ it done! 

Here are a few highlights from my conversation with Marcus:

  • Content is powerful:  Marcus’story about being the pool guy who started writing a blog is a real-life scenario that shows how powerful content can be in educating future buyers.  River Pools And Spas blog was launched mainly because Marcus did not have the advertising dollars to do traditional marketing.  After just 6 months of sharing information and education on pools via their blog, the traffic, leads and sales started pouring in. As Marcus says, “Content is a much better sales tool, sales technique, and sales person than I was, and I thought I was halfway decent.”
  • It’s called a blog, not a brag:  Excellent content is all about teaching. Keep your company’s ego out of the equation, and always put your buyer first.  What do they want to know?  What do they need to know?  Write the answers to every possible question they might have about our product, service, industry.  Great tip:  Write down the 50 most frequently asked questions your sales people get from prospects and buyers.  Now write 50 blog posts.
  • Sales people may be your best bloggers:  Don’t make it so complicated and don’t worry so much about perfection.  Your sales people are probably your best bloggers, and they don’t even know it yet.  What if you had every sales person consistently writing blog posts? Create a culture where sales and marketing are working together to get out content that connects with the buyer.  This will ensure consistency of implementation, great content and buy-in of the process throughout the organization.

There are several ways you can get the interview with Marcus:

Pamela: My guest today on Content Marketing 360 Radio Show is none other than Marcus Sheridan, one of my new favorite people that I’ve had the pleasure to not only see, meet and talk to, but I’ve been following him online since that, and I’m so excited to bring him to our radio show. Marcus Sheridan, known as the Sales Lion, welcome to Content Marketing 360 Radio Show.

Marcus: Thank you, Pamela. I guess I should roar or something like that. You know what’s funny? Here’s what’s cool. I’m coaching my daughter’s softball team this year, and, of course, we are the Lions. We were aptly named the Lions because we could choose it ourselves. We have this huge growl that we do after every game, and it’s really, really fun. The whole lion thing is a lot of fun for me, and I certainly enjoy it. It’s a pleasure, certainly, to be here as well.

Pamela: It is very exciting to have you. You have a certain special energy, and I have absolutely no doubt that you can roar with the best of them, and you’re aptly named as the Sales Lion. We’re going to get into some of those details. Before we do, again, I just want to let our audience know that our sponsor for Content Marketing 360 Radio is Content Marketing World 2012. You were a huge, huge hit in 2011, Marcus. That’s where I met you, and had the pleasure of being one of a very full room of audience members, and you’re coming back for an encore in 2012, isn’t that right?

Marcus: Yeah. You know what’s funny? Here’s what’s cool. Last year, I almost had a big Joe Pulizzi, “Give me some time at Content Marketing World.” He’s like, literally, “All right, dude. I’ll give you 25 minutes.” He put me with another speaker and I had 25 minutes. What I did is the day beforehand, I went up to everybody I could possibly meet, and I’m like, “Look, I’m going to be giving a session tomorrow, and you’re going to love it. You’ve got to be there.” Everybody came, which was really, really cool, that I talked to. Of course, when I’m up there I have a lot of fun, and there was a big response. My story is unique, pool guy turned marketing guy, turned guy that likes to talk about it. And so, I’m keynoting the second morning. It’s going to be awesome. I’m going to officially blow the roof off the place. If anyone can be there that morning for that keynote, they are going to have an absolute blast. Not only are they going to be inspired and invigorated, but they’re really, actually going to take stuff back to their business that they can apply. Ultimately, that’s the goal, right, Pamela?

Pamela: Absolutely.

Marcus: I don’t want to just be some guy that’s like a cheerleader, who gets everybody excited and jumping up and down. I think that kind of happens.

What I want to be, though, is the guy where everybody hears me and they say, “You know what? I heard this Marcus guy, and we can do that with our business. We can apply this stuff to our business.” That’s the beauty behind my message. I try to be simple in nature, simple in communication. I don’t want to be that dude that’s up there giving all these ideas that you have to sit there and think about like you’re reading a Victor Hugo novel or something. I want you to actually hear me and think, “Got it.” Do it, run with it, jot it down, and then you’re applying it. That’s the goal every single time. If nobody applies anything, I don’t care if they got fired up, I really failed. It’s going to be entertainment, they are going to be educated, they are going to be entertained, and it’s going to be a blast.

Pamela: Yeah, and I have absolutely no doubt that you will blow the roof off. I think what’s really special and unique, you touched on your story, and I want to bring that to the forefront before we dive into some of the meat of our conversation today, because your story is what makes the meat of the action items so much more powerful. You’re a “been there, done that” kind of guy. You are literally walking the talk of someone who started a business, a very unique business, in terms of content marketing, and moved into helping other business owners do the same. Tell our audience, Marcus, those that are listening are marketing professionals and other business owners that listen to our show, about your journey to where you are today, running the Sales Lion, your blog, and the speaking that you’re doing. Before that, like you said, you were a pool guy.

Marcus: Yes. Let me give you the quick, 60-second. I was a pool guy since 2001. I owned a fiberglass window company. I still do, as a matter of fact. I don’t really run it anymore, because I spend all my time talking on marketing. We started in 2001, and in 2008, when the economy hit the fan, we were really in trouble, and we had always been doing shotgun-style marketing, old-school marketing, interruptive marketing. I started learning about inbound and content marketing. I decided in March of 2009 to embrace it. I really didn’t have a choice, because I didn’t have any advertising dollars. I was literally on the brink. I was going to go out of business. We embraced the power of content, and we established very quickly the most successful blog in the swimming pool industry. Essentially, all we did is we just answered every single question that we had ever received from a consumer, without filter. That’s what we did, and immediately, within six months, it was on top of the industry. The leads and the traffic and the sales started pouring in because of it.

As it happened, I started really understanding that, “Wow, content has this great power.” Content is a much better sales tool, sales technique, and sales person than I was, and I thought I was halfway decent. We started looking for ways to leverage it, and it changed everything about the way that we sell things, and the way that we generate leads, traffic, like I said, the way that we get the customers. Within about a year of doing that, I started writing a lot more about the stuff that I was doing and learning on my blog, which is not a pool blog. I have a pool blog, but I have a separate blog called the Sales Lion, and it’s all about marketing and business success principles, life success principles. I had to work really hard with that blog to grow, because the saturation level of content in the marketing industry is pretty deep. I really had to push hard, and it took a couple of years.

It was a lot harder to blow it up in the world of marketing, in terms of content and having a blog and building your brand, that wasn’t a swimming pool, in the swimming pool industry. Eventually, I was able to just do it. I’m happy to say that now I’m able to go around and teach other companies the principles that changed my life, that have brought me financial peace, that saved my business and saved the jobs of my employees. So, when people say, “Marcus, why are you so passionate about this stuff?” It’s really obvious. It saved my nest, it saved my home, because my home was attached to my business, and it saved the financial lives of those that worked for me as well during what was a terrible economic time period. Really, let’s be real here, the economy still pretty much stinks up the joint. I need it today more than ever. We have what’s a snowball rolling down the hill, and it keeps continuing to grow and supply us with leads. Pamela, just today, seriously, I had a lady call our pool company. When she called, she said, “I want to know how to get on your schedule.” That’s what she said. I’ve never talked to her before, and she’s writing the check before I’ve ever talked to her.

The question is how does that happen? I can guarantee you it did not happen three years ago, before we started producing content, but she knows us all by first name. She feels like she knows us, she feels like she knows our families, and she feels like she understands all of our pool gospel according to Marcus and Jason and my other partner, Jim. That’s because she has viewed literally hundreds, I’m not talking about dozens, I’m talking about hundreds of pages on our swimming pool website. Because of that, she is so far down the buying funnel her legs have popped out the other end, and she’s just looking for somebody to pull her out. That’s where she is right now in this buying process, that’s the power of content. When I say content is the best sales tool in the world, the perfect example is what happened today. It’s beautiful, and that’s why I love talking about this stuff because it really works and makes our lives much easier if we just embrace it.

Pamela: I love that your passion isn’t just because you think it’s a really cool thing. Like you said, you literally have seen the results, financially, and how that’s filtered through your family, your business, and that type of thing. Of course, any small business owner listening today knows that their business and their life is intertwined. It’s just the nature of the beast. I just love your story, because you are also coming from a pretty non-traditional blogging platform, the pool industry. Anything that falls into that manufacturing/industrial area of business is not necessarily the first place a lot of folks would consider in terms of content marketing.

Marcus: Well, you’re absolutely right, but I’ve never understood that because the whole problem with everybody, I’m talking about the masses here, when they look at all this content stuff, is we all like to feel like we are the exception to “dad gum” rules. It’s so goofy, because none of us are exceptions to good principles, to sound principles. The principle here is people in your industry have questions. He who answers those questions the most and the best gets the reward from Google, and gets the reward from the consumer him or herself. That’s a beautiful, beautiful thing. So, in the pool industry, are you going to have questions? Darn straight, because you don’t want to spend your money the wrong way. What’s crazy, Pamela, you can go online, and you’re looking for something that costs 99 cents, and you’ll still shop around for 10 minutes to save 10 cents. It doesn’t make any sense, but that’s the way that we roll. That’s the way that we roll because we are in the information age, and we are just looking to make sound decisions, and we know we can find the answers to our questions if we just keep looking. That’s why the teacher gets the reward. We’re just teachers. We just happen to teach about fiberglass pools. You’re a teacher as well, but you teach marketing principles, right?

Pamela: Yeah.

Marcus: Whatever you’re teaching; The moment businesses start to see themselves as teachers and not simply as a business that has a transaction, I really think something changes.  It really, really does change, especially if you are a content marketer, and you have a teacher’s mentality. Oh my goodness. You stop trying to pitch yourself. It’s called a blog, not a brag. Oftentimes, we think it’s a brag, but it’s a B-L-O-G. Because it’s a B-L-O-G, it’s all about the other person. So my blog, say the swimming pool blog, is not about how stinking awesome River Pools and Spas is. That’s assumed. If I’m writing the stuff, that means I’m awesome. That’s what that means, and everybody already knows it, so we don’t have to sit there and talk about it, it’s assumed. We just have to be great teachers.

Pamela: I think that’s such an important point, because historically, that is not a brand new concept. Some of the best “sales people” of every generation have been information providers and educators. That’s just the nature of a good sales situation. I love that you’re breaking down some of these myths or walls and that you do it in such a matter-of-fact way, because sometimes I do think we need to be whacked against the wall a little bit, and go, “Who cares what industry you’re in?” You need your consumer to get information before they can make an educated decision, so why not have it come from you? Right?

Marcus: Here’s the best one, Pamela. This is the one I love. Maybe, the number one thing that I hear is, “Well, we’re B2B, so how does this apply to us?” Whoever invented the acronyms B2B or B2C, I personally feel that we should go back in time and shoot them. Now, automatically that puts everybody in some category where they feel like they’re so special, so unique. It’s “crapola”. Look at Coca-Cola. Tell me this, is Coca-Cola a B2B or a B2C? Like really, what are they? Ford Motor Company, or Chevrolet, are they a B2B or a B2C? Well, the answer is they’re a P2P, as we have heard now, person to person. Ultimately, it’s the end consumer who we care about. Every B2B I’ve ever talked to is trying to build up their brand, yet they don’t understand how content marketing to the end consumer will help them.

What? Have you ever seen Ford Motor Company run a commercial on TV to their dealers? No! But they’re really a B2B, but they’re also a B2C, and you see this on, and on, and on. Now granted, look, if you’re building some little computer chip for the stealth bomber, and your only client is the government, you’re going to have to change things up a little bit. I’ve got a government contractor right now that I’m working with, and they thought they were special sauce, they thought they were KFC, until we started really talking, and now they get it, Pamela. They totally get it, because the rules, the principles, again, they don’t change. For years they’ve been teaching people, and they’ve been getting sales by doing that. Now, instead of their sales people getting all freaked out, they’re embracing it, because they’re realizing, “Oh my goodness! My job is easier.” The prospect is further down the funnel, because they’re more qualified. They’re more knowledgeable. It’s beautiful.

Pamela: It’s fantastic. There’s nothing better. Like you mentioned, the example of this woman calling you up and just basically saying, “Get me on the list.” There’s nothing better than having a raving fan, or however you want to say it, come to you, and it’s hard to screw up at that point. It’s been done, because you’ve been educating them through that, what you referred to as the sales process for that particular person. I think it is interesting that a lot of those atypical barriers are being broken down, from the silos of marketing and sales, to, like you mentioned today, B2B, B2C. There will be a day, let’s hope, knock on wood, those acronyms will go away, because really we’re all in this together, and there are a lot of things we could learn from each other. It doesn’t really matter. It doesn’t really matter, right?

Marcus: That’s exactly right. It does not matter, very well said.

Pamela: One of the things that I wanted to touch on, because I know this comes up so often as a company is integrating. Again, content marketing is not a brand-new concept, Marcus, right? Creating educational information is not brand new, but the way in some of the platforms that we can now administer content is new for a lot of different organizations. We get into this conversation of what I like to call “Time Budget versus Money Budget.” At some point, do I do it myself, if you’re a small business owner? You mentioned, Marcus, that when you were working fully inside your pool company, you were also the blogger for the pool company, right?

Marcus: Yeah, and I was working 60 hours a week on the pool business, and I had The Sales Lion. How did I do it? Well, I did it by sleeping less, staying up later, and writing at 11 at night, or 12 in the morning, or 1 in the morning. Now, a lot of people say, “Well, I could never do that.” Guess what? I didn’t have a choice. I had to go sell things. I had to stay in business. I also had to generate new business. I couldn’t hire anybody, so do I watch TV? No. I don’t. I don’t watch TV. I spend time with my wife, with my kids. I work out every single day because I’ve got to have that. Then I write stuff. That’s how I did it: I didn’t have a choice. I have blogged in the nuttiest, craziest places in the world, Pamela. I have blogged in every parking lot in Virginia. I have done nutty things that you’d be like, “Well, dang,” because I needed every minute of the day. It gets to a point, people say, “I don’t have the time to blog.”

That’s interesting. When was the last time you didn’t pay the people that work for you? What’s funny is, for some reason we find the time to do payroll every Friday, and it takes time to do it, but yet every single Friday we do the payroll, we cut the checks, we pay our people. Why do we do that? It’s just who we are, it’s our culture. It’s not an option not to pay your people. The problem with content, with blogging, and all this other stuff is we all look at it as optional. It’s not our culture, it’s not something that we just do. The moment that it changes to that, that there’s just no exception. We’re just going to write two posts a week, or three posts a week, or whatever it is for you and your company. Everything starts changing, and now you start to see the ability to do it. Of course, there’s a million other ways to find the time, especially in terms of leveraging content.

Oh, producers. I’ve got to talk about this for one second, Pamela. It’s one of these whacky myths that just drives me so crazy. I am so tired of having everybody tell me that bloggers are really special, intellectually elite, blah blah blah. It’s not the case at all. Every company I now work with on a higher level does complete cultural shifts when it comes to the content of producers.

Let me give you a perfect example. I’m going to be writing about this on the Sales Lion next week. It’s going to be hilarious when you see the pictures of some of these bloggers. I have a client that’s in Chicago. U.S. Waterproofing is their business, and they do basement waterproofings. Most of their guys, their sales guys, they’re all dudes, they’re all good Chicago boys. They’re not necessarily college educated. They’re kind of rough around the edges, and everybody in their company is blogging, Pamela.

Do you know why? It’s because every single one of them have been answering consumer questions for the last 5, 10, 15, 20, some of them 30 years. Some of them are doing it via video. Some of them are doing it via writing. They’re sending it to a middle person that cleans it up, because obviously, not everybody is perfect. The ideas that they have are usually great, so some have to be edited. But the thing about it is, they have a complete buy-in from the sales department, which is now converted into a marketing department as well. They see themselves as part of the marketing department, as bloggers, as making a difference. They see themselves as generating leads for their fellow sales guys. It is a complete cultural shift and buy-in, and it’s a beautiful thing. They have more articles now for blogs than they can possibly post, because they don’t want to oversaturate their blog. That’s because it went from one person to the entire army of sales people they have within their company. Again, these are not super-duper, white collar, hard core intellectuals. They’re all smart people, don’t get me wrong, at what they do; they’re passionate about what they do. We like to say that bloggers have to be practically journalism majors, English majors, all this stuff. It’s just not true. We have to be committed to doing it and for that we’re going to be successful.

Pamela: Wow, and what a fantastic testament to really opening up a cultural example. This is probably one of the most important parts of a conversation that gets missed all the time, because it is very easy for an organization to use, “We don’t have a writer, or we don’t have the right person on our staff to do a blog,” as the excuse. You’re coming in, you’re bulldozing your way in. The Lion is coming through and saying, “Here’s the deal. You not only have one writer, you have a team of writers, and they’re sitting right over here.”

Marcus: Oh my goodness. Check this out, Pamela. I’ve got so many stories I could tell you, we don’t have close to the time for them. I want to tell some of the content marketing world that’d make more than one eyebrow raise; three eyebrows and you only have two. Let me tell you about another company. I have been with a company that’s got 131 sales people. When I went into the company, I was like, “What’s your biggest concern about starting a blog?” They’re like, “I just don’t feel like we, as management, have enough time for this.” I’m like, “OK, that’s interesting.” I said, “How many people in your company answer questions every single day from prospects?” He said, “Oh, yeah. I have 131, 134 salespeople.” I said, “Wow, that’s really something. What would happen if each one of the sales people that you pay money to, that you trust to answer your questions. If they wrote an article every six months, one article every six months, that’s 180 days, what would happen to your company and your blog?” Everybody in the room was silent. They looked around for a second, and they said, “Well, that would give us about 206 blog articles a year, which means we would have one blog article, at least, every day of the working week.”

Pamela: Yes. That’s amazing.

Marcus: I’m like, “How much stress is that on your management team?” He’s like, “That’s really not any, now. We put one person in place to be the catch-all, the CCO, the chief content officer. That person catches it and cleans it up, as needed, and uploads it.” Now, the sales people are completely in tune to the blog, because they’re engaged and they’re involved. They are producing more content than anyone in their industry by far, and that’s how David slays Goliath every day, online. You mentioned to me when we were talking before this that sometimes people say, “We’re just a small company.” Let me tell you, size, the little guys, they get the reward. It’s the Davids, not the Goliaths, that kill it when it comes to content marketing. Why? Because the Goliaths have a shield that weighs 140 pounds. They have a spear that weighs 75 pounds. They have armor that makes them slow, and they have a board room of people that want to see every stinking piece of content that hits the website. That’s totally dumb.

Then, you have small businesses that don’t have the red tape, and they can just run with it. Those are the Davids of the world, and that’s why they’re killing it. That’s why we killed it, because the board is me. I wrote it, I got an idea, I sat down at the computer, I published it, and it was done. I didn’t sit there and worry about, oh is this just right; oh is this just perfect, oh is this grammatically spot-on. How is this going to affect he company our potentially? No. I just wrote stuff, and that’s what I teach other companies to do now. Granted, we use common sense principles, but we don’t get all tied up in that red tape. I hate red tape, and it kills more businesses than we can count, Pamela. It does.

Pamela: It does. It absolutely does. I think, I’ve been screaming it from the rooftops for the last three, four years, that what’s going on right now has leveled the playing field like never before, for any size business, and especially those of us that work in the small business sector. So many of our friends who now can really take control of marketing. Maybe, they couldn’t afford that TV ad or that billboard back in the day, but now you can be a player, even a front-runner, a leader in the marketing process for your industry because everything is right at your fingertips. You’ve just got to get your brain to think differently. One of the things that I love that you’re talking about is this break-up of marketing and sales. You’ve literally gone into these organizations’ markets, and I’m guessing these are some pretty sales-with-sales, marketing-with-marketing organizations, right? You made a comment about one of the examples that the sales folks are even now more engaged in marketing. How exciting is that?

Marcus: Yeah. I think that’s been our biggest problem in the past is that marketing departments were set up separately from sales departments, and that’s not smart for a business. That’s the dumbest thing on earth that you can possibly do. When somebody comes to me that is a content “producer,” and says, “Marcus, I just don’t know what to write about.” I ask them every time, “You’re not in sales, are you?” They say, “No.” I say, “When is the last time that you actually listened to a phone conversation that one of your sales guys had to a prospect or a client?” “Well, we haven’t, but we meet with them on occasion.” It’s so way off base. I had this one guy who was a tech at a software company. He comes to me and he’s like, “Marcus, man, I don’t know what to write about.” I said, “Dude, this is what you need to do. For the next two days, and I’m serious about this, I want you to follow one sales person around everywhere. I want you to read every email that they have with them. I want you to be on every phone conversation that they make, and listen. I want you to write down every single question you hear on the other end of the line, what have you.”

I’m telling you what. That guy came back to me two days later, Pamela. He had a smile on his face, he was so unbelievably excited, and he said, “Marcus, you’re not going to believe this, but I have a year’s worth of content, all because I did exactly what you asked me to do.” It’s not like I’m smart, Pamela; it’s just common sense. The problem is that there’s a separation between the two. Once that separation stops and they merge together, then we see some really, really cool ideas, and we are truly producing the stuff that other people care about, that the consumer cares about, and not what the marketing department thinks is good, because usually it’s not.

Pamela: Right. I think that is so important, and I think we’re going to see that shift happen more and more, unfortunately, for folks like you and me, it’s just not happening fast enough at some of these companies. I think it’s great that you’re really getting the organizations to see that, and break that silo down, because that silo needs to go away. I want to make sure, as I always do when I get a chance to interview someone who’s in the trenches and doing the good work that you’re doing, that if I’m a small business owner, or I’m somebody who’s drinking “Marcus’s Kool-Aid” right now, I totally get it. He’s right, I’ve been making 101 excuses, I’ve got to stop, but it does still feel a little bit overwhelming. Give some best practices. Where are some good places to start? You mentioned getting reconnected with your sales calls, or that process. If I am getting this kick-started, where is a good place to go?

Marcus: That is such a difficult question, Pamela. I talk about this a lot. There really isn’t a single strategy, a blanket strategy that works for every single business. Let me give you an example. Everybody knows I love content, and I love blogging, and I love talking about it. I have a client who owns a restaurant, and his client base is within 10 miles of his shop, for the most part. He’s in a non-techy area. Most people certainly are not using Twitter, and there aren’t many people blogging to try to find out what he’s got going on in his burger shop. But what he does really well is he gets on Facebook every single person that walks through that door, and he makes sure that they “like” him before it’s all said and done. He is so aggressive with it. For a literal ma and pop restaurant in the sticks, he’s got well over 1,000 fans, which is a huge number, and he does 100% of his marketing through his Facebook page. That’s a big, big, big deal.

First, you’ve got to know which is going to be the best platform for you to use. Sometimes, you won’t know until you start to experiment. I do, though, feel that content marketing, especially a blog, is a good fit for at least 75 percent of the businesses I’ve ever worked with. The majority, yes, clearly should start with their doctrine, with the gospel according to their company, and they need to produce that blog. How do you do that? I always say this and I’ve already talked about it, but you take the top 50 questions that you get every single day from prospects and clients. If you want, you get your customer service department together in a room, and you say, “Look, we’re going to brainstorm. Tell me, what questions do you get every single day from prospects and from clients?” You make sure that they say the question and make sense. It’s not like you say, “Fiberglass pools.” You say, “What does a fiberglass pool cost?” It’s a complete sentence, right? Or, “What are the pros and cons of fiberglass pools?” “How do concrete pools compare with fiberglass pools?” Or, “Is a concrete pool better than a fiberglass pool?” On and on and on.

It’s complete sentences, exactly like the consumer would say it, thus exactly like the consumer would type it in search as well. You go ahead, and you turn those questions into the first 50 titles of your first 50 blogs. Once you’ve done that, that’s really the pillar of your content foundation. That’s really where everything starts, and now you can start to have more magic beyond that, but that’s the first and foremost thing that most companies should do. What’s shocking, Pamela, is that most companies still haven’t done that. I would say companies that have a blog, 95 out of 100 have not answered the top 50 questions on their blog. How is that possible? I don’t know, but it’s the truth.

Pamela: Yeah. It’s such a great tip, and it’s really one that again eliminates the whole B2B, B2C conversation, because we all, regardless of who we are, get questions. It’s just a matter of just taking the time, and that’s probably the most important thing, and you’ve also bashed that against the wall a little bit, too. I think it’s a great first step, and the frequently asked questions concept can be used even in your example of this restaurant owner, Marcus. Facebook is still a content platform for him, right? He’s just doing it in little bits and pieces.

Marcus: No question.

Pamela: Yeah. His blog is every little post that he makes. I think sometimes we get wrapped up in the tool, and we don’t realize that it’s just really all about connecting with the right audience and giving them the information that they need. I love that you are a walking, talking sentiment to that. It’s just a treat to have met you, and I look forward to seeing you here in the coming months. As we wrap up our conversation today, Marcus, I want to make sure that all the good people that are tuning in today get a chance to connect with you. Tell us the best way to do that. How can we learn more about Marcus Sheridan? Where can we read the good work that you put out everyday?

Marcus: Well, I’m roaring over at the SalesLion.com, you can just type in “The Sales Lion.” There you will find one very important piece of literature. It’s the largest eBook ever written about content marketing. At this point, I think it’s about 240 or 250 pages, and it took me about two years to write and put together. It’s free, it’s on the site and it’s called “Inbound and Content Marketing Made Easy.” Also, if you’re into audio instead of text, you can find me at Mad Marketing, with the Sales Lion. My new podcast is out, and I take real questions that I get from real business owners and marketers from around the world, and I answer them, and I just riff it. It’s a lot of fun, I just started it, but if you’re that, if you’re into iTunes, please check me out at Mad Marketing plus that eBook is literally changing lives.

I’m not saying that because I wrote it, I’m saying that because it’s true. I’m talking about lives and businesses all over the world are saying, “I didn’t get this, Marcus, until I read what you said in the eBook. Now it makes total sense to me, and I’m running with it.” That’s my joy, it’s awesome to see. I really, really hope that some of these listeners certainly come to Content Marketing World, but certainly stop by the Sales Lion as well, because I’d love for you to be able to stop by, which is really dang active.

Pamela: Absolutely. I’ve had the pleasure of downloading your eBook, Marcus, and there’s some wonderful little nuggets in there. I think it’s a great place to start, especially for those folks that are still wondering, “What can I do?” You tackle it really, really well.

Thank you so much, Marcus, for taking time out of your busy life right now to be a part of Content Marketing 360 Radio. We appreciate you so much.

Marcus: Thank you. I had a blast, Pamela. I’m looking forward to seeing everybody here soon over at Columbus, Ohio.

Author: Pamela Muldoon

Pamela Muldoon is the Podcast Network Director for the CMI Podcast Network. In her role with CMI, she assists the podcast hosts with the development, production, distribution and promotion of their shows. Pamela is a veteran podcaster who can be heard on the CMI Podcast Network with her latest show "Content Marketing NEXT". To date, she has interviewed over 200 business and marketing professionals as part of her podcast formats. She is also a professional VoiceOver talent specializing in commercial, narration, eLearning, and promo projects. Learn more at www.pamelamuldoon.com or www.muldoonautovo.com. Follow her on Twitter @pamelamuldoon.

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  • http://twitter.com/Rogercparker Roger C. Parker

    Dear Pamela, Marcus:
    What a great start to Monday! Lots of good, reinforcing ideas here, and resonant phrases.

    Coming from a retail advertising background, I really felt at home with the energy of the interview.

    Favorite takeaways:

    “people in your industry have questions. He who answers those
    questions the most and the best gets the reward from Google, and gets the
    reward from the consumer him or herself.”

     

    “The problem with content, with blogging, and all this other
    stuff is we all look at it as optional. It’s not our culture, it’s not
    something that we just do. The moment that it changes to that, that there’s
    just no exception.” (following discussion of Friday payroll, etc.)

     

    “producing more content than anyone in their
    industry by far, and that’s how David slays Goliath every day, online.”

    I’m glad to have “met” Marcus today.
    Roger

  • http://twitter.com/FeldmanCreative Barry Feldman

    Loved this. Marcus is money. If you haven’t heard him speak, you must–and here’s your chance–no charge. Pamela’s a great host too. I really enjoyed hearing Marcus call BS what it is (in his charming PC way). Listen and you’ll learn if your lack of content traces to some dumb excuse.