SlideShare a Scribd company logo
33 Laws of
Content Marketing
Success
www.thesaleslion.com
Content marketing is not new.

The principles are
older than time.
Understand and apply the sacred

LAWS.
Theyyou answer.
ask,

1

When a prospect or customer
asks your company a question,
you need to answer it.
Marcus Sheridan, The Sales Lion
www.thesaleslion.com
The goal is
to be helpful.

2

[ You don’t need to appear intelligent. ]

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Great listeners
never run out
of content.

3

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Ask for action.
People are more likely to do
what you want, when you ask them.
[ This is your “call to action.” ]

4

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Be unbiased.

5

If you’re biased in the way
you communicate,
you won’t earn trust.

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
People remember
stories over facts.

6

[ Any day of the week. ]

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Listen...

7

All this marketing stuff we talk about
is essentially the art of listening,
communicating and teaching.
[ The rest is just fancy words. ]

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
The best teachers
always gain the most
trust and respect.

8

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Enthusiasm and passion
always beat dry
and boring.

9

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Insourcing content
almost always beats
outsourcing.

10

[ You’ll get better results. ]

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Everyone is looking
for leaders.
[ In every industry. ]

11

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Leaders sell
more stuff.

12

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Some “just okay”
content that is published
will crush the
“awesome content”
that never gets
published.

13

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
It is more important
to get better than
be perfect.

14

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Great content marketing
companies don’t allow their
competition to dictate what
they write about.
Their sole guiding light is

15

is the ideal customer
[ and no one else ].
Marcus Sheridan, The Sales Lion
www.thesaleslion.com
You have to produce
average content
to learn how to produce
great content.

16

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Everyone has a story.
Most just don’t realize
[ or appreciate. ]
their story.

17

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Amazing stories
pertaining to your industry
are all around you.
Make sure to see them unfold.

18

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Content marketing
as a “culture” will
always beat content
marketing as
a “program.”

19

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Industry thought leaders
put their opinions
out there.
[ And are strong enough to take it from both sides. ]

20

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
The best content marketers
embrace who
they are NOT
just as much as who
they ARE.

21

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
The more red tape,
lawyers and bottlenecks
a company has, the more
they stink at content
marketing.

22

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Consumers see things in
terms of their “problems,”
not your company’s
“stuff” or “features.”

23

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Great companies
don’t care if others
have addressed the
same subjects.
[ They want the market to
know their “doctrine”on it. ]

24

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Useful beats
amazing.

25

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Not all customer questions have a simple answer.

The most effective content
marketers know how to respond:
“It depends...”

26

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
The formula for failure:

The organization does not
buy into content marketing
from top to bottom.

27

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
The great ones think
EXACTLY
as customers do.

28

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Content marketing is a
JOURNEY...
not a destination.

29

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Honest and transparent
content will always be
in makes it aminority. ]
the powerful trust-builder.
[ Which

30

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
When you try too hard
to sound smart,
you will sound
STUPID.

31

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
People learn differently.

[ Some want to read. Some want to listen. Some want to watch. ]

The most effective
content marketers
embrace the idea and respond
with an appropriate
media mix.

32

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Platforms
come and go.
The principles of content marketing never die.

33

Marcus Sheridan, The Sales Lion
www.thesaleslion.com
Marcus Sheridan
The Sales Lion

www.TheSalesLion.com

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The 33 Undisputable Laws of Content Marketing Success

  • 1. 33 Laws of Content Marketing Success www.thesaleslion.com
  • 2. Content marketing is not new. The principles are older than time.
  • 3. Understand and apply the sacred LAWS.
  • 4. Theyyou answer. ask, 1 When a prospect or customer asks your company a question, you need to answer it. Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 5. The goal is to be helpful. 2 [ You don’t need to appear intelligent. ] Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 6. Great listeners never run out of content. 3 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 7. Ask for action. People are more likely to do what you want, when you ask them. [ This is your “call to action.” ] 4 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 8. Be unbiased. 5 If you’re biased in the way you communicate, you won’t earn trust. Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 9. People remember stories over facts. 6 [ Any day of the week. ] Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 10. Listen... 7 All this marketing stuff we talk about is essentially the art of listening, communicating and teaching. [ The rest is just fancy words. ] Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 11. The best teachers always gain the most trust and respect. 8 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 12. Enthusiasm and passion always beat dry and boring. 9 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 13. Insourcing content almost always beats outsourcing. 10 [ You’ll get better results. ] Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 14. Everyone is looking for leaders. [ In every industry. ] 11 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 15. Leaders sell more stuff. 12 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 16. Some “just okay” content that is published will crush the “awesome content” that never gets published. 13 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 17. It is more important to get better than be perfect. 14 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 18. Great content marketing companies don’t allow their competition to dictate what they write about. Their sole guiding light is 15 is the ideal customer [ and no one else ]. Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 19. You have to produce average content to learn how to produce great content. 16 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 20. Everyone has a story. Most just don’t realize [ or appreciate. ] their story. 17 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 21. Amazing stories pertaining to your industry are all around you. Make sure to see them unfold. 18 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 22. Content marketing as a “culture” will always beat content marketing as a “program.” 19 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 23. Industry thought leaders put their opinions out there. [ And are strong enough to take it from both sides. ] 20 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 24. The best content marketers embrace who they are NOT just as much as who they ARE. 21 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 25. The more red tape, lawyers and bottlenecks a company has, the more they stink at content marketing. 22 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 26. Consumers see things in terms of their “problems,” not your company’s “stuff” or “features.” 23 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 27. Great companies don’t care if others have addressed the same subjects. [ They want the market to know their “doctrine”on it. ] 24 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 28. Useful beats amazing. 25 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 29. Not all customer questions have a simple answer. The most effective content marketers know how to respond: “It depends...” 26 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 30. The formula for failure: The organization does not buy into content marketing from top to bottom. 27 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 31. The great ones think EXACTLY as customers do. 28 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 32. Content marketing is a JOURNEY... not a destination. 29 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 33. Honest and transparent content will always be in makes it aminority. ] the powerful trust-builder. [ Which 30 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 34. When you try too hard to sound smart, you will sound STUPID. 31 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 35. People learn differently. [ Some want to read. Some want to listen. Some want to watch. ] The most effective content marketers embrace the idea and respond with an appropriate media mix. 32 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 36. Platforms come and go. The principles of content marketing never die. 33 Marcus Sheridan, The Sales Lion www.thesaleslion.com
  • 37. Marcus Sheridan The Sales Lion www.TheSalesLion.com