Doesn’t matter if you’re B2B or B2C,
a non-profit,
service or product,
big or small,
bring it back to the basics.

Bring it back to trust. 🤝

Even though it’s important for a business to know what they are, you should also have a deep understanding of what you are NOT. The moment a business thinks it wants to work with EVERYONE is the moment that business starts to become very unhappy.

Obsess not just over the questions, but the way you answer them. Think like a teacher.

For small businesses or solopreneurs with limited time and manpower, you can use Google’s “People Also Ask” section as a prompt.

With the content database you’ve built, you’ll have plenty of training materials that will help future employees learn the company doctrines and philosophies faster and more effectively.

⏲ HR can save a huge chunk of time when onboarding new recruits.

⏲ Sales department can save a huge chunk of time explaining products and services to prospects.

Best yet, if you can involve employees in contributing to the company’s content strategy. Employees are your best ambassadors after all!

💡 For more insight about this approach, we recommend reading They Ask, You Answer by Marcus Sheridan.