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About this Episode
For years, Marcus Sheridan has taught audiences all around the world about The Big 5: Those content topics that every business should address to build trust and drive revenue.
The idea of The Big 5 is simple: No matter what you sell, buyers are asking the same questions.
These five topics are so powerful, explains Marcus, because they speak to core concerns that every buyer has regardless of product or industry.
The Big 5 topics, listed below, all speak to the pressing questions that are on buyers’ minds:
- First among those is price. Customers everywhere, no matter what they’re buying, want to know what it will cost — and they want to understand the factors that can make that cost go up or down.
- Buyers want to hear from other buyers about their experience with a product or service. So, they seek out reviews.
- Buyers will search for “best of” lists that allow them to compare several top solutions for their problem as they narrow the list of what they want.
- Just like with reviews, buyers want to know about the potential problems of whatever they’re considering so they know they won’t be making a purchase they regret.
- When making a final decision, it’s likely that a buyer will put several similar options side by side to compare relative strengths and weaknesses.
According to Marcus, these topics are so powerful because they close the knowledge gap and help potential customers feel like well-informed buyers.
Just like your customers, your job applicants are hungry for information. They’re scouring your website, review sites, and social media to learn all they can about your business.
Marcus thinks we should use the same Big 5 strategy for our candidates. When we produce content for job seekers, we level the playing field, close the knowledge gap, and, ultimately, bring better candidates into our organizations.
We can take the same Big 5 topics and change them slightly for this different audience.
Cost (think: salary and benefits)
- How much does an insurance agent make per year?
- How does a salesperson’s bonus structure work?
- How quickly will an MBA pay for itself in the manufacturing industry?
- What’s a good starting salary for a preschool teacher?
Reviews (think: an honest look from the inside)
- An honest look at being a market researcher
- Company culture checklist: What to look for to know a company is a good fit
- What it’s really like to be a copywriter
‘Best of’ lists (think: how people rank their choices)
- Best office perks that help productivity and culture
- Top companies to work for in the Orlando area
- 10 signs your company runs great meetings
Problems (think: job seekers don’t want to be in the 33% that quits)
- Reasons why being an investment banker is harder than it looks
- The biggest drawback to a career in software design
- 3 problems with working from home as a service manager
Comparisons (think: putting different options head to head)
- A day in the life: Comparing daily responsibilities of a sales rep and a sales manager
- 401(k) vs. 403(b): Which employer-sponsored retirement account is better for you?
- Should you choose a salary or commission pay structure?
Marcus thinks that we should commit to educating prospects about both our company and our industry because better-informed candidates make more successful employees.
Connect with Marcus
Marcus Sheridan is a writer, speaker, and business expert who’s worked with companies all over the world. Marcus is the author of They Ask, You Answer and co-author of The Visual Sale.
Connect with Marcus on LinkedIn.
Learn more about They Ask, You Answer.
See how companies have used They Ask, You Answer to fuel their success.
Keep Learning
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Read: 7 Hiring Tips for Attracting Talent in a Competitive Job Market
Learn: Reframe Your Hiring Process to Bring in Better Candidates
