Building a Known and Trusted Brand Through Effective Content Marketing in a Zero-Click World - Episode 67 of the Industrial Growth Institute Podcast with Marcus Sheridan, Author of "Endless Customers" Summary Ed Marsh and Marcus Sheridan explore the evolution of content marketing, the impact of AI on business, and the importance of transparency and trust in the industrial manufacturing space. In this marketing podcast conversation, they discuss the 'Pride Cycle' and how businesses can navigate challenges by embracing change and innovation. Marcus shares insights from his books "They Ask You Answer" and "Endless Customers", including: the need for companies to adopt a media mindset the importance of video for marketing and sales how AI is changing buyer behaviors why "Our industry is different" is so dangerous the compelling need to differentiate through your marketing and sales The conversation highlights the significance of building a known and trusted brand in a rapidly changing market, navigating a Zero-Click world where buyers use LLMs for research, and the universal appeal of Marcus' simple approach, regardless of industry. Takeaways Content marketing has evolved significantly over the years. The industrial manufacturing space often feels unique, but principles of marketing apply universally. Four pillars of building a Known and Trusted Brand include: Say what others won't, Who what others won't, Sell in a way others don't, Be more human AI is reshaping the business landscape for marketing and sales The importance of executive sponsorship The Pride Cycle illustrates the need for continuous effort in marketing and sales. Transparency in pricing builds trust and differentiates businesses. Video marketing is crucial for modern engagement and brand building. Big 5 video types include Cost & Price, Problems, Versus & Comparison, Reviews, and Best in Class The buyer's journey has changed; companies must adapt to new consumer behaviors. Why every company needs to think of themselves as a media company. Building trust is essential in a market with a significant trust deficit. Corporate speak works reduces credibility How Salt Water Fishing University is an outlet but also a deliberate learning experience for Marcus Sales and marketing must work closely together to succeed. Embracing the grind and treating marketing as a priority is vital for long-term success. Sales must use video as well The importance of sales process, coaching and role playing Takeaway Quotes from Marcus Sheridan "You're not special." "Opportunity gets really high when resistance gets really high." "Most companies are practicing on their customers." Check out Marcus' various websites: MarcusSheridan.com Amazon Endless Customers Endless Customers Website PriceGuide.ai Question First Group  LinkedIn: Marcus Sheridan and Ed Marsh Twitter: Marcus Sheridan and Ed Marsh Instagram: Marcus Sheridan and Ed Marsh YouTube: @MarcusSheridan and @SaltWaterFishingUniversity and @EdMarsh Show Transcript  Chapters 00:00 The Evolution of Content Marketing 10:23 Understanding the Pride Cycle 18:07 The Ask, You Answer Methodology 32:02 Adapting to AI and Trust Signals 42:16 Transforming Websites into Conversion Tools 44:37 The Rise of YouTube as a Marketing Hub 48:25 Interactive Tools and Self-Service in Marketing 50:41 Building Trust in a Trust-Deficient Market 52:54 The Four Pillars of Endless Customers 56:08 The Importance of Marketing Investment 01:00:36 Embracing the Grind in Business 01:15:03 Building a Known and Trusted Brand   You're Marketing and Selling to YESTERDAY'S Buyers!   Buyers' behaviors are shifting quickly. Industrial sales and manufacturing marketing teams must adapt radically and quickly. Traditional approaches are failing. We need to change, but first we need to understand how buyers are changing, how their behaviors are evolving, and what that means to us.   Read more from Ed's recent paper on these critical changes.   #