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By: Marcus Sheridan on October 17th, 2018

How to Create Content That Addresses Industry-Specific Words for Incredible Results

Too often, we talk about our products or services and our customers don’t know what we’re talking about. We’re using industry-specific jargon that goes right over their heads! It’s a problem, but we can solve it by creating content that speaks to this issue.


It’s called “what is” content. You need to assume your customer is ignorant to all the words that are specific to your industry. Brainstorm all of these words, and create content explaining what they are. Think about all the things you talk about that someone might see and might not understand. Use video, use text, preferably both.


By creating this type of content, you’ll be addressing the top of the funnel questions folks have, it’s going to do well in search, and you’ll create a great user experience. And you’re going to see really incredible results.

In late 2009, Sheridan started his sales, Marketing, and personal development blog—The Sales Lion. He has since grown its brand to be synonymous with Inbound and Content Marketing excellence while being featured in multiple industry publications, including the New York Times where he was referred to as a “web Marketing guru.” Today, when Sheridan isn’t giving riveting and passion-filled keynotes around the globe or consulting with businesses and brands, he generally finds himself on an adventure with his wife and 4 children.

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