Creating good content takes a considerable amount of time when done properly. Is it a waste of time to create content about the basics in your industry? Absolutely not. It’s worth it to spend time creating content that answers common questions. It may seem obvious to an expert in the industry, but what about a typical consumer without experience in the field? What about someone who is on the fence about buying your service or product and just wants to achieve a fuller understanding of something before hitting Buy Now?
It’s worth it to go back and cover all the basics on your website and blog - even those that seem too basic - to ensure you don’t have gaps in your content and that you can fully answer the questions of organic searchers that land on your site.
Creating content that answers common questions benefits both you and the customer in different but complementary ways - it’s easy content for you to create, and it’s easy information for your customers to digest and learn. We’ll show you how to start creating content that covers the basics below.
First, you need to find out what the common questions in your industry are. You can use your own knowledge and experience to start your list, but you’ll need to rely on a search engine or specialized tool to get a complete idea of the Frequently Asked Questions in your industry.
What are people searching for when they have questions? What are people typically confused about? Is there a theme to the questions being asked? These are things you need to find out as you start creating content that answers common questions.
Examples of blog posts answering common questions:
Phone Etiquette 101: Taking a Message
What is a Warm Transfer?
Virtual Receptionist vs Virtual Assistant: What’s the Difference?
Now that you’ve found the most commonly asked questions in your industry, it’s not quite time to start creating content that answers those questions yet. You need to turn your attention back to the search engines to do this step: Looking for gaps in existing content. Search using some of the terms you identified in step 1. You’ll notice that there are either tons of high-level articles on the topic or that there aren’t many.
Use your judgement to determine how likely you will be to land on page 1 of the search results with a blog post about a basic question or FAQ - if there is already lots of great content out there that answers that question, move on to the next one on your list or find a new way to present the question. Don’t just repeat content that is already available, as it will just be buried in search results and won’t get the attention of your audience.
Related: How to Create Content for Each of the 5 Stages of the Buying Process
After taking the time to identify the informative content your audience is looking for and finding gaps in the currently available content on the topic, it’s time to create the content in an easily-digestible format. Lists, galleries, Q and As, and more are great choices for delivering content that covers the basics.
If a person wants to visit your site to learn more about the industry, you should make it easy for them to access and learn that information in order to give yourself the best chance of landing them as a customer.
Use these tips to create content that answers common questions, and watch how your website visitor numbers and average time spent on site increase!
Publish Date: April 26, 2017 5:00 AM
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