A Scenic Tour of the Online World

More Content Beyond the Blog: FAQs for Content Marketing

Tuesday, November 19th, 2013

You don’t have to blog to create great content. Here’s another idea, following our recent post about Slideshare, for ways to create content that is not a blog.

If you’re paying attention to what your clients and prospects ask you, you almost certainly have fielded the same questions over and over again. The same questions are asked at the same points in the buying process, the same concerns are expressed by prospects inhabiting the same roles across organization, the same questions regardless of industry. Those questions are a goldmine.

Being able to answer these questions is a key part of your ability to gain a prospect’s confidence. Without that confidence, you ain’t selling nothing to nobody … So knowing that those questions are coming, and knowing how to answer them to best address a particular prospect’s concerns, is a huge advantage. Of course, you won’t always have the chance to sit down with prospects to answer their questions. Luckily, you don’t have to.

That’s the second reason those questions are a goldmine. If you gather those questions, answer them, and post the Qs and the As on your website, you will create am extraordinarily useful resource for prospective clients. And a great set of content tidbits for your content marketing efforts.

Each of the Q/A pairs can be the basis for a social media posting. They can be great content for email marketing newsletters. And yes, you can even build blog posts around them.

Just be sure, as always, that your answers are useful and actionable and aren’t selling you or your products/services. Sell by not selling.

In some ways, FAQs encapsulate all the best concepts of content marketing. They answer the questions your prospects are asking, they’re easy to produce, and they can be adapted for multiple channels.

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