The tragedy of review sites

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You may be familiar with Marcus Sheridan from River Pools, who used content marketing and marketing automation to lift his company out of impending doom in the WFM (Worldwide Financial Meltdown, or What the F is in it for Me, depending on the context).

Now he consults with large and small companies and speaks at conferences. Recently he blogged about how to use content marketing to take some of the power back from the big review sites.

The Problem of Third Party and Review Sites and How Content Marketing Can Fix It
#review #sites #tragedy
  • Profile picture of the author Talltom1
    Great article with excellent information!
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  • Profile picture of the author akash47
    I enjoyed the article. Recommended read for anyone interested in this sort of thing.
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  • Profile picture of the author Peter Lessard
    This was a great article and something I have been telling clients. I am going to steal that line of "They ask, you answer" as it is so easy to remember and explain.

    I will tell business owners that if they ask it in search, you better answer it in articles/posts or you give away all the power to someone else. By not answering you choose to let others answer for you.

    It is also very important to note that it is NOT hard to rank posts or vids for long tail question related searches.
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  • Profile picture of the author bad golfer
    Originally Posted by plessard View Post

    This was a great article and something I have been telling clients. I am going to steal that line of "They ask, you answer" as it is so easy to remember and explain.

    I will tell business owners that if they ask it in search, you better answer it in articles/posts or you give away all the power to someone else. By not answering you choose to let others answer for you.

    It is also very important to note that it is NOT hard to rank posts or vids for long tail question related searches.
    I had a prospect once in a specialized niche. His main competitor was very active in content marketing and social media.

    The competitor was not "brand new," but relatively new in the niche and....was eating my prospect's lunch.

    I explained how, where, when, and why the competitor was able to do this, and effective counter measures.

    My prospect had more experience, knowledge and expertise. He could not BELIEVE these jerks were sharing all this "INSIDE" stuff with people, and THEY were listening to him.

    I told him nobody is asking him to release the secret sauce, but he had to become part of the conversation on the web and in the social media. Otherwise, the JERKS as he called them were the only business from the niche "where the people are."

    Sadly, I couldn't convince him to share ANY free information with prospects and customers. No usage tips, no "recipes," no case studies, no "behind the scenes," no "up close and personal," no video, no blog posts, no white papers, ebooks, infographics, no company history, no staff interviews, no pictures of company events, no client interviews, no on site demos--all stuff those JERKS were doing and killing his business.

    He just could not share anything without feeling like someone should pay for every morsel of information. I don't think he will go out of business completely. But the firm will be a former shell of itself in 2 years.

    P.S. I would normally avoid a prospect like this--was trying to help him as a favor to a client. Good qualifying questions will weed them out of your prospect list.

    P.P.S. It also shows how you can go into any niche and take over with effective marketing.
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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    • Profile picture of the author Craig McPherson
      Originally Posted by bad golfer View Post

      It also shows how you can go into any niche and take over with effective marketing.
      Here is a video of Marcus explaining it all. See how a 23yo is killing it in the niche of MULCH
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  • I watched the video.Thanks Craig for the share,
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