Building a Known and Trusted Brand Through Effective Content Marketing in a Zero-Click World - Episode 67 of the Industrial Growth Institute Podcast with Marcus Sheridan, Author of "Endless Customers"

Summary

Ed Marsh and Marcus Sheridan explore the evolution of content marketing, the impact of AI on business, and the importance of transparency and trust in the industrial manufacturing space.

In this marketing podcast conversation, they discuss the 'Pride Cycle' and how businesses can navigate challenges by embracing change and innovation. Marcus shares insights from his books "They Ask You Answer" and "Endless Customers", including:

• the need for companies to adopt a media mindset


• the importance of video for marketing and sales


• how AI is changing buyer behaviors


• why "Our industry is different" is so dangerous


• the compelling need to differentiate through your marketing and sales

The conversation highlights the significance of building a known and trusted brand in a rapidly changing market, navigating a Zero-Click world where buyers use LLMs for research, and the universal appeal of Marcus' simple approach, regardless of industry.

Takeaways

• Content marketing has evolved significantly over the years.


• The industrial manufacturing space often feels unique, but principles of marketing apply universally.


• Four pillars of building a Known and Trusted Brand include: Say what others won't, Who what others won't, Sell in a way others don't, Be more human


• AI is reshaping the business landscape for marketing and sales


• The importance of executive sponsorship


• The Pride Cycle illustrates the need for continuous effort in marketing and sales.


• Transparency in pricing builds trust and differentiates businesses.


• Video marketing is crucial for modern engagement and brand building.


• Big 5 video types include Cost & Price, Problems, Versus & Comparison, Reviews, and Best in Class


• The buyer's journey has changed; companies must adapt to new consumer behaviors.


• Why every company needs to think of themselves as a media company.


• Building trust is essential in a market with a significant trust deficit.


• Corporate speak works reduces credibility


• How Salt Water Fishing University is an outlet but also a deliberate learning experience for Marcus


• Sales and marketing must work closely together to succeed.


• Embracing the grind and treating marketing as a priority is vital for long-term success.


• Sales must use video as well


• The importance of sales process, coaching and role playing

Takeaway Quotes from Marcus Sheridan

• "You're not special."


• "Opportunity gets really high when resistance gets really high."


• "Most companies are practicing on their customers."

Check out Marcus' various websites:

• MarcusSheridan.com


• Amazon Endless Customers


• Endless Customers Website


• PriceGuide.ai


• Question First Group 

LinkedIn: Marcus Sheridan and Ed Marsh

Twitter: Marcus Sheridan and Ed Marsh

Instagram: Marcus Sheridan and Ed Marsh

YouTube: @MarcusSheridan and @SaltWaterFishingUniversity and @EdMarsh

Show Transcript 

Chapters

00:00 The Evolution of Content Marketing

10:23 Understanding the Pride Cycle

18:07 The Ask, You Answer Methodology

32:02 Adapting to AI and Trust Signals

42:16 Transforming Websites into Conversion Tools

44:37 The Rise of YouTube as a Marketing Hub

48:25 Interactive Tools and Self-Service in Marketing

50:41 Building Trust in a Trust-Deficient Market

52:54 The Four Pillars of Endless Customers

56:08 The Importance of Marketing Investment

01:00:36 Embracing the Grind in Business

01:15:03 Building a Known and Trusted Brand

 
You're Marketing and Selling to YESTERDAY'S Buyers!
 
Buyers' behaviors are shifting quickly. Industrial sales and manufacturing marketing teams must adapt radically and quickly. Traditional approaches are failing. We need to change, but first we need to understand how buyers are changing, how their behaviors are evolving, and what that means to us.
 

Read more from Ed's recent paper on these critical changes.

 
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