Manufacturing Content Marketing to Build a Known and Trusted Industrial Brand
We have a "trust deficit" in the world today. And most of us are right to mistrust much of what is around us.
That may make us feel cynical, but we're still running businesses and still have to market and sell. And that means we have to help others trust us.
Marcus Sheridan has some definite thoughts on how to make that happen - and at its core, he argues, it comes down to lots of video and a philosophy of four pillars:
- Say what others won't say
- Show what others won't show
- Sell in a way others don't
- Be human
His new book, Endless Customers, builds on the wisdom in They Ask, You Answer.
But in the very traditional world of manufacturing marketing, content often focuses on features and products. That's a miss, argues Marcus - we need to speak to what's important to buyers, not what we get jazzed up about.
Check out the full episode for more of Marcus' folksy insight into successful manufacturing marketing.
Connect with Marcus for ongoing insights into content marketing for a zero-click world.
Check out Marcus' websites: MarcusSheridan.com, Amazon Endless Customers, EndlessCustomers.com, PriceGuide.ai, and QuestionFirstGroup.com | | | |
Manufacturing Content Marketing to Build a Known & Trusted Brand - Marcus Sheridan on Industrial Growth Institute Episode 66
Episode Recap
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."
Outline
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
It's Not Just Manufacturing Content Marketing...We Must Change Industrial Sales Too!
As buyers change, our entire revenue growth model needs to be updated.
