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I was a bit skeptical at first.  I follow him on Twitter, we’re connected on Facebook, but really?  How could a pool guy possibly tell a bunch of smart public relations agency owners/managers how to do better content marketing?

That’s the thing. Marcus Sheridan wasn’t trying to tell us how to do better content marketing.  He was telling us how he does content marketing better… better than any other pool guy… and how some of his techniques might just apply to us and our clients’ efforts.

Marcus was the speaker the first morning during this year’s Counselors Academy in New Orleans.  I’ve blogged about the awesomeness that is Counselors Academy before. That is due in part to bringing in speakers like Marcus.

By the time the hour presentation, Your Secret Sauce Ain’t No Secret, was complete, he knew practically everyone’s name in the room and had given us a few suggestions that we can do immediately to increase traffic to our blogs/websites.

See, Marcus believes that blogging is one of the single best inbound marketing strategies a business should adopt.  Any business.  Even professional services businesses. Why?  Because we live in a Google world.  Need an answer to a question, any question, you Google it.

So what are the top questions your customers/clients always ask?  Turn those into blog posts with headlines that pose the question. “How much does it cost to….” “What is the difference between ‘x’ and ‘y’?”  “Top 10 things you wish you knew about….”

Seems pretty obvious right?  But most of us shy aware from sharing that information. We don’t want our competition to know what we’re charging; we certainly don’t want to be on record with a price that’s too high or too low.  Share some of our secrets of how we do things?  Never.

We all know our best clients do a lot more homework than searching the Internet when looking to hire a firm.  So why not put some of the basic information out there for them to find.  My guess is, it will weed out the looky-loos and bring serious clients to the forefront.

I’d say that’s worth the effort.




Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio


  1. Thanks, Marcus, for a great session.

  2. Lisa says:

    I always love hearing how others do it. There are lessons we can learn from it even if not in the same industry.

  3. Came across this article by accident. Marcus is a great guy (more than just a pool guy). His marketing skills are top-notch!

    I’m certainly on your side with that!

    Thanks for sharing.

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