the benefits of answer posts how to identify customer questions what it takes to be the best answer the best answer formats 10 elements of a good answer post
Firstly, make sure you are answering the questions your audience is asking. Important to research the questions they are asking eg speak to your sales and support team, think about their challenges, what keeps them awake at night, search Quora for recent questions, search recent good answers eg in BuzzSumo search for your topic and common answer formats eg “how to”, “reasons why”, “need to know”, “what”, “why” etc.
A good answer is credible and authoritative, it has facts and insights. It has a rationale which makes it helpful and useful. To be credible explain why you have expertise or first-hand experience in the subject. A good answer provides reliable sources or lists good examples Answers should either be: timeless ie evergreen or time contextualised eg why Obama won the election in 2012, or: regularly updated eg the current top content tools or how to use the latest version of Google analytics Use a headline that includes the keywords that people might be looking for when asking their question. A good answer is comprehensive and complete, it fully explains in detail and answers the question. Good answer content types include facts, images, guides, how to's (instructional/process) Given the above, short answers are generally less valuable but a comprehensive answer should contain a summary. A good answer is clear and easy to read. Good use of sub-headings, images and structured steps.
This is why optimizing for social shares and reach is important
https://www.linkedin.com/pulse/secrets-irresistible-people-dr-travis-bradberry https://www.linkedin.com/pulse/12-habits-exceptional-leaders-dr-travis-bradberry https://www.linkedin.com/pulse/critical-habits-mentally-tough-people-dr-travis-bradberry 30k shares each post linkedin.com habits
Content Marketing Tactics
Images & Infographics
Online Magazines & Apps
Research & Surveys
Teleclass & Telecasts
Answer Content Leads Buyers to Convert
Keywords Social Topics Content Type
Awareness broad trends blog, webinar, social
Interest category investigative video, white paper
Consideration comparison demos
reviews, case study
Action transactional referrals buyer guide
Retention tips best practices FAQ, how to, support
Advocacy supporting participation buyer community
Buyer – “Stan”
• Pain Points
• Triggers to Buy
Balance Topic Demand/Relevance with
Buyer Stage to Inform Content Topics
How to Identify Customer Questions
Ask them! Ask sales/service
Analyze aggregate of text content
provided on web contact forms:
What it Takes to Be the Best Answer
Useful and Informative
More valuable and
useful than other sites
What is it?
How does it work? How does it compare?
How do I start?
Best Answer Titles - Buzzsumo
760,500 “what is”
200,000 “how to”
140,000 “compare or
38,000 “how to start”
180,000 “need to know”
120,000 “reasons why”
30,000 “secrets of”
Good Answers Are Great SEO
Leverage keywords/topics in titles to inspire clicks
Include page features that increase engagement
Provide comprehensive content on specific topics
Cover related topics as well
1. Elements of a Good Answer Post
Keep it Simple Silly
2. Elements of a Good Answer Post
Share the social flare
3. Elements of a Good Answer Post
4. Elements of a Good Answer Post
Illustrated, step by
5. Elements of a Good Answer Post
6. Elements of a Good Answer Post
Tell a story:
7. Elements of a Good Answer Post
Video + Charisma + Smart =
The whiteboard diagram
is icing on the cake.
8. Elements of a Good Answer Post
Dr. Travis Bradberry
Use images that
reflect your target
readers & interests.
Find a format
formula that works
and then use it.
30k shares per post!
9. Elements of a Good Answer Post
But offer something
Create timely, deep
10. Elements of a Good Answer Post
Make a big promise in
the title and keep the
promise by going deep
on the topic.
Feed the Buyer’s Need for Answers
Graphic inspired by searchmetrics
Takeaways to Bring Home the Bacon
Stop Creating Content: And start making answers that are
relevant to your buyers at each stage of their journey.1
Optimize Your Q & A: Use tools and data to surface what’s
already working – for others and you. Then optimize.
3 Go Deep & Relevant: Make and keep promises of great
content with comprehensive and engaging answers.
Thank You! Q/A Time + Infographic