Public Relations Nov 28, 2011
Lessons from the Pool Man
Earlier this fall I attended the World Content Marketing Conference in Cleveland, Ohio. We arrived in town the night before the official start of conference. We boarded the Rapid Transit System from the airport to the hotel travelling among a handful of local Clevelanders…and one outgoing pool man from Virginia.
And, that’s where we got our first lesson in content marketing. Marcus Sheridan, one of the conference speakers, owns a pool company and he shared with us how he started using content to drive traffic to his website and increase sales in a depressed market.
The formula was simple. Identify what people want to know when they’re shopping for a pool company…and answer their questions. This was unchartered territory for a trade business and it paid off big time.
His results are incredible. His website, http://www.riverpoolsandspas.com/ became the most popular pool website in the US. His company can’t keep up with the demand. And he did it all just by serving up the relevant, useful content his potential customers are looking for.
I forgot all about our friend, the pool man, until my dad, who likes to share articles on marketing, business and current events, forwarded me an article from the Globe and Mail: How to come up with 100 ways to create content. And, there he was, Marcus Sheridan, one of the industry's content gurus.
For anyone wondering what the heck to talk about in their next blog, Facebook Post or Tweet, look no further than your customers’ top 25 questions...and answer them.
Mary FearonCommunications Director
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