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Index
Cover
Title page
Copyright
Foreword
PART I A Very Different Way of Looking at Business, Marketing, and Trust
Chapter 1 The Fall
How I Became a “Pool Guy”
2001–2008: The False Economy
2008: The Wheels Start to Fall Off
Chapter 2 A Massive Buying Shift and the Blur between Sales and Marketing
Chapter 3 This Book Won’t Work for You If . . .
Chapter 4 The Discovery of They Ask, You Answer
Chapter 5 “They Ask, You Answer” Defined
Chapter 6 Brainstorming the Questions You Are Asked Every Day
Putting It Into Action
Chapter 7 The Ostrich Marketing Strategy
Chapter 8 The CarMax Effect
The Beginnings of CarMax and a New Way to Sell
Putting It Into Action
Chapter 9 The Discovery of the Big 5
Chapter 10 Content Subject 1 Pricing and Costs: Why We Must Talk about Money
1. Every Solution Is Different
2. Our Competitors Will Find Out What We Charge
3. We’ll Scare Customers Away
Chapter 11 How One Article about Money Generated More Than $3,000,000 in Sales
Putting It Into Action
Chapter 12 Case Study 1 High-End B2B Technology Company Generates More Than $8,000,000 in Additional Revenue
About Segue Technologies
The Snowball Begins
Segue Technology’s Astounding Growth
Improving the System to Produce Content
Chapter 13 Content Subject 2 Problems: How to Turn Weaknesses into Strengths
Chapter 14 Addressing the Elephant in the Room
Chapter 15 How Talking about Our Problems Generated More Than $500,000 in Revenue
Putting It Into Action
Chapter 16 Case Study 2 An Equipment Financing Company Becomes a Digital David and Conquers the Industry Goliaths
About Smarter Finance USA
Smarter Finance USA Embraces They Ask, You Answer
Smarter Finance USA Focuses on Educating Small Business Owners Searching for Equipment Loans Online
Smarter Finance USA’s Educational Content Pays Off in a Big Way
Chapter 17 Content Subject 3 Versus and Comparisons
The Results
Putting It Into Action
Chapter 18 The Critical Need for Unbiased Content
Disarmament: The Quickest Way to Build Trust
Chapter 19 Content Subjects 4 and 5 Reviews and Best in Class
Putting It Into Action
Chapter 20 Using Reviews to Establish Yourself as an Expert
Chapter 21 The Impact of Discussing the Competition
Putting It Into Action
Chapter 22 Case Study 3 Small Retail Appliance Store Dominates Online and Makes Millions
About Yale Appliance
A CEO Becomes the Head of Business Development
Yale Appliance Tackles the Tougher Questions
Yale Appliance’s Success with Inbound Marketing
Chapter 23 The Competition
The Bad Fits
The Customer
Chapter 24 How They Ask, You Answer Saved River Pools and Spas
PART II The Impact of They Ask, You Answer on Sales Teams
Chapter 25 How Great Content Is a Total Game-Changer for Sales Teams
Seven Major Benefits of Sales Teams Embracing They Ask, You Answer
Chapter 26 A Dramatic Discovery
Chapter 27 Assignment Selling
An Example of Assignment Selling in Action
The Special Rights of the Teacher
What Homework Can Tell Us about the Prospect
Chapter 28 How One Remarkable Couple Changed My Perspective on the Power of Content to Sell
Chapter 29 Content Never Sleeps
Chapter 30 Using Assignment Selling to Avoid Common Sales Pitfalls
Chapter 31 Using Assignment Selling to Determine Compatibility
Chapter 32 Case Study 4 How a Start-Up Company in the Health Care Space Became the Thought Leaders of an Entirely New Industry
Phase 1: Uniting the Marketing and Sales Silos
Phases 2 and 3: Live Webinars and Events
Success and Plans for the Future
PART III Implementation and Making It a Culture
Chapter 33 The Power of Insourcing and Using Your Team to Create Incredible Content
Chapter 34 How Block Imaging Embraced a Culture of Insourcing
The Silos Must Be Eliminated
Understanding the What, How, and Why
Chapter 35 Starting Off They Ask, You Answer with a Bang Company Workshops
Principle 1: Consumer Expectations Have Changed
Principle 2: The Way Google and Other Search Engines Work
Principle 3: The Way Consumers Search and the Big 5
Principle 4: Group Brainstorm of Content Ideas
Principle 5: The Impact Content Can Have on the Sales Process and Closing Rates
Principle 6: The Reason Why Everyone’s Voice, Talents, and Knowledge Are Critical for Success
Principle 7: The Editorial Guidelines Going Forward
Principle 8: A Look into the Future
Chapter 36 The Content Manager Qualities, Hiring, and More
Someone Must Own It
Duties of a Content Manager (per Week)
Choosing the Right Leader of Your Content Marketing Efforts
Ten Essential Qualities of Great Content Marketing Managers
Why a Trained Journalist May Be a Perfect Match for Your Content Marketing Needs
How Do You Ensure the Candidate Is a Match for the Organization And Brand?
Chapter 37 On the Importance of Tools Measuring Return on Investment, the Power of HubSpot, and More
1. The Continuous Ability to Measure ROI of Your Digital Marketing Efforts
2. The Ability to Track Lead Behavior and Use This Advanced Intelligence throughout the Sales Process
3. The Ability to Track SEO
4. The Ability to Test Your Website
PART IV Your Questions Answered
Chapter 38 How Do I Find More Time to Make This Work within My Organization?
Every Single E-mail You Ever Send Out That Answers a Question Very Well May Be a Blog Post
Start Talking to Yourself Out Loud—a Lot
Participate in Blogathons or Videoathons with Employees
Get a Content Manager . . . Yesterday
Insourcing Is Huge
Learn How Each Employee Best Communicates, and Then Run with It
Turn On the Camera and Hit “Record”
Stop Doing the Thing That Does Not Bring the Greatest Returns
Is It about Time, or Is There Something Else Really Going On Here?
Chapter 39 Just How Important Is Video to Inbound and Content Marketing? How Does It Relate to They Ask, You Answer?
Everyone Is a Media Company
If They Can’t See It, It Doesn’t Exist
We Must Show It
Chapter 40 How Long Will It Take They Ask, You Answer to Work?
Doing Content Marketing the “Right” Way
Five Stages of Content Marketing Success
Chapter 41 Is Content Marketing and They Ask, You Answer Just a Fad?
What Exactly Is Content Marketing?
Chapter 42 How Can I Keep My Team Engaged in the Content Production Process?
Ten Ways to Keep Your Employees Motivated to Participate in Content Marketing
Chapter 43 “I’ve Been Told If We’re Not Adding Anything New to the Conversation, Then We Shouldn’t Be Talking about It”
Chapter 44 A Revolutionary Marketing Strategy
Index
EULA
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