The cheapest way to get engaging content that matters
The more your competitors probably are still stuck up their a**e with their inside-out focused marketing content
Content is no rocket science. All you need to do is get your audience's attention. You can do this with an expensive agency with mind-blowing polished content.
There's also another way. Cheaper. Faster. More transparent. More authentic. This type of content is actually so simple and so obvious that most brands forget.
How? To teach them or solve their problem. ‘They ask, you answer.’
Why this matters
This type of content is amazing for engagement and makes a difference. The more your competitors probably are still stuck up their a**e with their inside-out focused marketing content.
This ‘they ask, you answer’ content is great for:
- Building trust: answer your customers' questions
- Claim leadership: show you know your products and the industry
- Customer-centric: show you care by listening to their concerns, insecurities, and questions
- Transparency: You give an honest, extended answer
You can use this content for www, blogs, and more help content, SEO, get that high-volume traffic in, and for all your socials and even newsletters.
How to get this ‘they ask, you answer’ content is pretty simple.
Step 1. Inventory
First. Ask your sales and customer care department for the most asked questions by (potential) customers. What are their concerns, insecurities, and questions regarding your product?
Second. Do a Google search query. Type in the product name and check the results. Google gives you ‘people also ask’ or ‘related searches.’ Use that as inspiration for your ‘they ask, you answer’ content.
Third. Go to ChatGPT. Type in the prompt ’10 most asked questions about …’. Voila, more inspiration.
Combine all input into a long list of questions, I would say between 25 and 100.
Step 2. Planning
Divide the long list into buckets. No need to do it all at once. You can produce and publish this content over time.
I would say start with a chunk of 5 to 10 questions.
Produce and publish the first chunk, learn, and improve for the next. Not only in the production and approval process, also in the feedback from your coworkers and customers.
Step 3. Production
Once you start producing the content, no need to go overboard. Function over form. You can stick to written content or create a short video. There are two requirements.
Transparency
Give extended honest, transparent, in-depth answers. Explain in detail how things work.
Don’t stick to two lines of explanation with a CTA ‘call us.’ Write what you will tell them if they call you.
Also, if you don’t have the answer, tell them you don’t have it because there are too many dependencies and variables. Be upfront.
Produce once, and publish often
This means if you create the content assets for your www blog, already think about the landscape header visual and the vertical Instagram story. Or, when you produce a YouTube video, also create a script and shoot for an Instagram vertical reel.
The more time you spend about where you’re going to publish, the better the overview, and you can produce all assets in one go.
You could even ask your sales or customer care agents to write the content. And you, as a content producer, polish their output for online publication.
This is not content created by expensive agencies; this is content coming from within the brand, created by passionate people who know what they are talking about. Authentic. Transparent.
Step 4. Publish
As mentioned, you can use multiple channels for publication. From www to social.
Unfortunately, I can’t give you an outline with a publication template as it all depends on your industry and marketing communications calendar.
Rule of thumb: continuity.
This is not a one-off; this is ongoing always on content. The more consistent you are, the higher your credibility and trustworthiness.
Step 5. Evaluate
Regularly check the analytics. Learn and iterate for the next chunk of questions.
Don’t forget to involve the sales and customer care coworkers in this process. They know, like nobody else, what your customer worries about.
Some final words…
Most of this blog is based on the book ‘They ask, you answer’ by Marcus Sheridan, completed with my own experience and insights.
This type of content is actually so simple and so obvious that most brands forget this. You take that to your advantage and make the most of it.
Want to know more or need a little help to get started? Drop me a DM.
This is so obvious, most forget ;)
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