How a business owner saved his company by answering questions

02/27/2013 | New York Times (tiered subscription model), The

After the financial crisis took a toll on his pool-installation business, Marcus Sheridan refocused his marketing efforts on blog posts and videos that provide answers to his customers' questions. The approach has helped the company bounce back and exceed the peak revenue it achieved before the crisis. Sheridan says it's his content marketing, not social media, that has turned his business around.

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New York Times (tiered subscription model), The

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