5 Ways to Improve the Quality of Your Content

The internet doesn’t need more content. It needs better content.

Too many businesses are stuck producing blog posts, videos, and social media updates that do nothing to build trust or move buyers closer to a decision. The real challenge isn’t volume. It’s value. And that’s exactly what Endless Customers is all about—creating content so honest and helpful that it becomes your greatest competitive advantage.

If you're serious about improving the quality of your content and building a brand buyers trust, here are five proven ways to do just that.

1. Focus on What Buyers Actually Want to Know

Your buyers don’t care about your awards, slogans, or vague mission statements. They care about getting real answers to their questions. This is the foundation of what Marcus Sheridan calls The Big 5 in Endless Customers:

• Cost and price: What will this really cost? What drives the price up or down?

• Problems: What could go wrong? What are the downsides?

• Comparisons: How does this option stack up against others?

• Reviews: What do others say—good and bad?

• Best in class: What are the best options available?

These are the five topics buyers obsess over before they ever reach out to sales. If your content avoids them, you’re not building trust. You’re creating friction.

Ask yourself:

• Have we written articles or created videos about each of The Big 5 for our core products or services?

• Are we avoiding any topics out of fear of upsetting competitors or “giving too much away”?

If yes, start there. These are the conversations buyers are already having—just not with you yet.

2. Say What Others in Your Industry Won’t Say

Most content is bland because it plays it safe. Endless Customers pushes you to ask: Are we willing to say what others won’t?

It’s not about being controversial for the sake of attention. It’s about honesty—especially around sensitive topics. Whether it’s admitting who your product is not a good fit for, talking openly about limitations, or naming competitors you respect, the goal is simple: increase trust.

One of the most powerful examples in the book comes from Yale Appliance (see the Yale Appliance success story here) They published service call data across brands—revealing which appliances break the most. Risky? Maybe. But it made them the most trusted appliance source online.

Ask yourself:

• Are we addressing buyer concerns directly and honestly?

• Are there “taboo” topics in our industry that we’re avoiding?

Tackle them head-on, and your content will immediately stand out.

3. Show What Others Aren’t Willing to Show

Saying it is one thing. Showing it is another. That’s where video comes in.

Endless Customers emphasizes the power of video to build trust faster and with greater clarity than any other medium. Marcus Sheridan outlines the Selling 7—the seven types of videos that move the sales needle the most. These include product/service walkthroughs, “Who We Are” videos, customer testimonials, and competitor comparisons.

It’s not just what you show. It’s how you show it. The book highlights companies like Opes Partners, who built a Shark Tank-style video series that put their own supplier selection process on full display. The result? Massive trust and industry dominance.

Ask yourself:

• Are we using video to show how our product works, what makes our team great, or how our pricing breaks down?

• Are we showing real people—our team and customers—rather than stock clips and animations?

Video builds trust at scale. And in most industries, your competitors still aren’t doing it well.

4. Humanize Every Piece of Content You Publish

In a world where AI can spit out generic blog posts in seconds, what makes your content different?

You do.

Endless Customers makes a powerful case for creating content that reflects your real stories, voices, and values. That means publishing content that sounds like a real person. It means not being afraid to show emotion, share opinions, and admit shortcomings. People trust people, not faceless brands.

One of the four pillars of the book is to be more human than others in your space are willing to be. This is the antidote to robotic, soulless marketing. It’s how you break through the noise.

Ask yourself:

• Does our content sound like us, or does it sound like a copywriter trying to impress Google?

• Are we featuring real voices from our team and customers?

The more you humanize your content, the more people will remember—and trust—you.

5. Create With the End in Mind: Trust and Sales

Content isn’t just about traffic. It’s about trust. And eventually, sales.

Endless Customers challenges businesses to stop measuring success only by pageviews or impressions. The true metric is how often your content is used in the sales process to educate, disarm, and close.

The best content helps shorten sales cycles. It addresses concerns before they come up in conversation. And it builds confidence in your solution before a salesperson even gets involved.

That’s why Assignment Selling—a technique featured in the book—is so powerful. It’s the practice of assigning content as homework before a sales call. This makes sales conversations more productive and less repetitive.

Ask yourself:

• Are we creating content our sales team can assign before calls?

• Are we aligning our content strategy with what actually helps close deals?

The goal is not just content for content’s sake. The goal is content that earns trust and drives revenue.

A New Mindset For Better Content

If you want better results from your content, you don’t need more clever tactics. You need a new mindset.

That’s what Endless Customers delivers—a framework built on trust, transparency, and bold action. When you commit to saying, showing, and selling in ways others won’t, you stop blending in. You become the authority.

Want to improve the quality of your content? Start by changing what you’re willing to say.

Then go deeper. Dive into Endless Customers and learn how to build a brand people trust—and buy from—again and again.

Buy the book today. Your future customers are already looking for it.