Marketing Patterns

Build a Q&A Library

Quick Summary

Answering questions for your target audience builds credibility. Q&A content has several viable distribution channels, which can help drive traffic and sales.

Organic Search (SEO) Social Ads

Why it's a good idea

Think about the different types of Q&A content an average user comes across daily:

  • Tweets asking for best xyz or recommendations for xyz
  • YouTube tutorials and how-tos
  • Quora answers in response to Google search queries
  • StackOverflow (insert witty developer joke here)
  • Reddit threads about best, comparison, or problem/solution

It’s not just about the person asking the question; it’s about all of the people who read the answers. Most social media sites have recirculation mechanisms in place that amplify content (either questions or answers) to followers.

Even better, great answers have an uncanny ability to get referenced in future questions, multiplying the potential reach and distribution exponentially.

It would be difficult to overstate the impact of Q&A on the buying process. A substantial portion of buyers will rely on Q&A content for multiple steps in purchasing decisions.

By identifying the questions your target audience is asking, you can provide answers, gain trust, demonstrate value, and earn distribution. The best examples provide sustained, long-term traffic and sales and significantly expand a product or service’s search visibility.

Full pattern includes:

  • Full strategy analysis
  • Budget requirements and suggestions
  • Recommended tech and tools
  • Real world examples

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Last updated: October 23, 2020

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