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They Ask, You Answer, 2nd Edition
book

They Ask, You Answer, 2nd Edition

by Marcus Sheridan
August 2019
Intermediate to advanced content levelIntermediate to advanced
320 pages
6h 27m
English
Wiley
Audiobook available
Content preview from 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 ...
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Publisher Resources

ISBN: 9781119610144Purchase book