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Content Philosophy

Owner: Marketing Lead (Strategy), Content Manager (Execution), Video Producer (Production)
Frameworks: Marcus Sheridan Big 5, Gary Vee Day Trading Attention

Core Principle​

"The businesses that win are the ones that answer the questions buyers are already asking — especially the questions competitors avoid."
— Marcus Sheridan, Endless Customers

For remodelers: Content IS marketing. Homeowners research for 3-18 months, read 10+ blog posts, watch 5+ videos before contacting anyone. They choose contractors who helped them learn.

The 7 Core Principles​

1. Trust Before Transaction​

Answer buyer questions thoroughly BEFORE asking them to contact you. Build authority through education.

2. Transparency Beats Perfection​

What competitors hide (pricing, problems, weaknesses), you address head-on. Builds trust faster than testimonials.

3. Answer the Big 5 Questions​

Pricing • Problems • Comparisons • Reviews • What to Expect

These topics are uncomfortable. That's why they work.

See Answering Hard Questions for detailed strategy.

4. Organic First, Amplify Winners (Gary Vee)​

  • Create high volume of organic content (test for free)
  • Track engagement
  • Amplify only proven winners with paid spend

Result: Lower CAC, higher ROI, more authentic content.

5. Volume + Consistency = Compound Growth​

2026 Target: 11 posts/day across platforms (TikTok 3, Facebook 2, Instagram 2, YouTube Shorts 2, LinkedIn 2)

The 7-11 Rule: Must be in front of clients for 7 hours or 11 interactions.

6. Platform-Native Content​

Don't cross-post. Adapt for each platform's culture, format, algorithm.

See: Social Media Strategy

7. Content Supports Entire Buyer Journey​

Map content to all 5 stages: Awareness • Research • Consideration • Decision • Advocacy

See: Buyer Journey Mapping

Content as Revenue Team Asset​

Marketing creates, Sales uses:

  • Pre-qualify prospects (Assignment Selling)
  • Answer objections
  • Build authority
  • Shorten sales cycles

Content Manager's job: Organize content so Sales can quickly find and assign the right piece
Sales' job: Share which content helps close deals → informs what Content creates more

Quality Standards​

Voice: Authentic, knowledgeable, approachable (not corporate)
See: Voice and Tone

AI-Assisted Creation:

  • Use AI to draft (60-70% quality)
  • Always add: real project examples, local context, company voice, expert insights

See: AI in Marketing

Authenticity test before publishing:

  1. Does this help the buyer?
  2. Is it accurate?
  3. Does it sound like us?
  4. Would we send this to a friend?
  5. Does it build trust?

Measuring Effectiveness​

Key metric (Sheridan): Prospects who consume 30+ pages of content close at 80% vs. 25%

Track: Content-influenced leads, Assignment Selling completion rate, close rate by engagement level

In Revenue Team meetings:

  • Sales: "What content helped close deals?"
  • Content: "Top-performing content by engagement"
  • Marketing: "What topics/formats are working?"
  • Team: "What should we create more of?"

Learn More​

Content is not a marketing tactic. It's how you build the trust that makes everything else work.