They Ask, You Answer, 2nd Edition

Index

Note: Page references in italics refer to figures.

A

• “About us” pages
  • bio videos for, 195–197
  • “claims we make” videos for, 211–213
• Advertising
  • inbound marketing vs., 99–100
  • internet inception and change in, 18
• Agencies, insourcing vs., 305–306
• Analytics
  • analytic skills of content managers, 170
  • for measurement, 173–178
  • See also Search engine optimization (SEO)
• Assignment selling
  • defined, 115
  • to determine capability, 139–141
  • overview, 121–126
  • as strategy, 135–137
• Authority, establishing, 1, 81–83

B

• Bad fits
  • determining compatibility, 139–141
  • in Triangle of Influence, 104–105
• Barnette, Thad, 238
• Basner, Zach, 222
• Best in Class. See Reviews and Best in Class
• Big 5 content subjects
  • consumer searches and, 161
  • defined, 37–38
  • See also Pricing and Costs; Problems; Reviews and Best in Class; Versus and/or Comparisons
• Bio videos, 195–197
• Blockbuster, 247–248
• Block Imaging (case study), 155–158, 295
• Blogging
  • blogathons, 282
  • brainstorming questions for, 23–25
• Brainstorming
  • group brainstorming of content ideas, 161–162
  • process of, 23–25
  • for Selling 7 videos, 188, 211
• Budget, for They Ask, You Answer, 307–308
• Business philosophy
  • customer-centric focus of, 32
  • embracing, 287
  • example, 239
  • measuring return on investment of, 173
  • selling and, 111
  • transparency of, 21–23
• Business-to-business (B2B)
  • consumer buying patterns and, 9–11, 13–15
  • customers' trust and, 24
  • Pricing and Costs discussed for, 47
  • video for, 185
• Business-to-consumer (B2C)
  • consumer buying ...