How to create amazing content from frequently asked questions

How to create amazing content from frequently asked questions

Have you ever considered a purchase but you were put off because there simply weren’t answers to your burning questions? It’s a definite yes for me. I recently moved house and my list of questions over the period of buying, selling, moving and settling in has been never-ending.

Imagine that you are dealing with a company that seemed to read your mind. They know the questions you have before you ask them. Even better – they ‘ve answered them!

When creating content for your customers, it is great to give them new information, tips and tricks. But what could be amazing content, is content that answers the questions they have. The questions differ depending on where they are in their buying cycle. Here are 3 steps to help you to create amazing content based on customers frequently asked questions.

Create Amazing Content: List possible questions

Get a piece of paper, a blank excel page or post-its – however you roll – make a list of questions that customers have asked you before. Stand in their shoes and write down the questions you’d have if you had never met your company or product. Don’t forget to write down questions that potential customers might ask. This is very important because answering these questions properly could increase your sales enquiries. Customers read hundreds of pieces of content before they get in touch with the company. Make sure they find the answer they need.

Create Amazing Content: Segment questions for before, during and after a purchase

You have a bunch of questions now. Make a note of whether these questions are likely to come up before, during or after a purchase. This could help you personalise the content, and make it relevant. Questions asked after a purchase are often ignored so if you do this well, your customers will love you even more. Think about customer care and how you can keep providing crucial answers to questions that come up after the deal is closed – this builds customer loyalty.

Create Amazing Content: Answer the questions

So now, you have to answer the questions. Seek help from your front line support team or technical experts if you need to but ensure you give clear responses to the questions. There are many ways to answer questions. You could provide a simple one-word response if that’s all it requires. For instance,

Q. How long will my subscription last if I do not renew it?

A. 12 months.

Some questions might require one sentence. For example,

Q. Do you also offer social media support?

A. Yes, we do offer support for Facebook and Twitter only. 

But really amazing content gives deeper responses to more complex questions. Such content requires more thought. Here are ways that you might answer frequently asked questions to create amazing content:

Case studies

Providing real-life examples of how your product or service was used is powerful. If you have willing existing customers, ask their permission for a case study. As you write the case study i.e. how a customer used your product, you will be answering many questions about how the product works, what problem it was solving and what the outcome was. You might even be able to use the case study to answer questions around pricing, particularly if you have a complex pricing model or a tailored one that depends on individual customer cases.

Podcast series

Audio listening is a personal favourite of mine. It is growing among busy entrepreneurs and business people so it is a good way to provide content to that audience. This is also a great ‘after purchase’ content that existing customers can subscribe to and tune in regularly. Podcasts help you to talk to your customers as you answer their questions. You could invite guest speakers to support your podcasts, tackling questions that might be outside your area of expertise.

Video demos

If you sell a product, you can do a demo to put online. Make the demo short and focused on a particular feature of your product. It might make sense to create a series of videos for each key feature, depending on what you have listed as frequently asked questions. You don’t need much gear to do these videos. Create software videos with Camtasia for instance. If it’s not software, a good camera phone, microphone and tripod can be all you need to show your product in action.

Encourage customer-generated content

Customer-generated content has been used successfully for campaigns. But this idea can also be used to answer questions posed by your customers. Companies like IBM and Intel created online forums were customers, partners and vendors can ask and answer questions. Other public sites that do this well are Yahoo and Quora, where users can ask questions that other users answer. There are several benefits to customer-generated content such as increased engagement, authenticity and credibility.


Content marketing works best when it is actually solving a problem and answering questions. These are just some ways that you can answer your customers’ questions and create amazing content while doing it.


Have you tried something that really worked? Let us know in the comments.

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How to Create Content for Each Stage of Your Buyer’s Journey

How to Create Content for Each Stage of Your Buyer’s Journey

Guide Your Buyer’s Journey Through Inbound Content Marketing

Content marketing has become an ongoing business process and a crucial part of B2B marketing strategy according to 73% of B2B marketers.

READ: The Importance of Content Marketing For Your Business

While content creation and distribution are top factors for success, 72% of marketers agree that a strategy for development and adjustment contributes enormously to success.

In creating a strategy, you must consider your target buyer’s journey. One reason that they might not engage with your content is because you provide it at the wrong time. That is, your target buyer is not yet ready to engage with or act on the content you provide. It is crucial that you understand a typical buyer’s journey as this will guide your strategy.

inbound content marketing YO!

The buyer’s journey was the main topic of the HubSpot Inbound Certification training that I recently did. Rich with actionable tips, the course focused on how creating the right content drives sales by being relevant to the buyer’s journey.

Now, what are the stages of a typical buyer’s journey? They are:

  • Awareness
  • Conversion
  • Decision

Stages of a Buyer’s Journey

Let’s take these in turn.
Awareness is the stage where your potential buyer identifies that they have a problem. They might sense that something isn’t right, but they are not sure what it is. At this stage, your goal as a vendor is to help the potential buyer become aware of the problem such that they can define it.

Thereafter, they might start to look for possible solutions. They will want to know how they can solve the problem. Therefore, your goal at this stage is to identify potential solutions to the identified problem.

Now that the buyer knows the problem, and has considered a range of solutions, your goal is to give them the information they need to decide which solution to go for.


Do not try to sell your products or services at the Awareness and Conversion stages. In fact, try not to mention your company at all. Your role at these stages is the role of an educator.

Let’s look at examples of the kind of content you could create at each stage.

At the Awareness stage

Share content that outline best practice for instance, The Ultimate Guide to Writing Persuasive Landing Page Copy. This gives the target customer an overview of what an ideal landing page copy looks like. They then realise how they might not have been following best practices and hence, not getting optimal result. In this example, the target customer probably knows that their landing pages aren’t great but doesn’t know what they are doing wrong. Your Ultimate Guide helps to identify the problem.

At the Conversion stage

Your target buyer is looking for ideas to solve their problem. Let’s say the buyer has identified that they are struggling to generate content within their engineering business. They might come across 12 Engaging Content Ideas for Engineering Companies, which is packed with ideas for content formats that they could implement in their business. You offer solutions to an already identified problem.

At the Decision stage

The possible solutions are known but your target buyer is comparing options to decide. Testimonials, case studies and price comparison content are ideal at this stage of the buyer’s journey. A case study about how employee advocacy worked well in a technical setting might be the key to deciding to go with the vendor that implemented the programme or delivered the tools. Absolutely write about your business’ products and services.

You can also offer free trials and consultative meetings. Do you see how the awareness and conversion stages might not be the right time to offer these? I’d love to know your thoughts and experiences. Comment below 🙂

Photo by Freddy Castro on Unsplash

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