How to embrace radical transparency in content marketing by answering buyer questions

Successful content marketing goes beyond promoting products or services — it focuses on answering the questions your customers frequently ask. When customers visit your website, they are often searching for solutions to specific problems. By addressing their concerns, you build trust and demonstrate your expertise.

Marcus Sheridan's book "They Ask, You Answer" emphasizes the importance of this approach. It suggests creating content that answers key questions about your industry. This includes topics like pricing, potential issues with products, comparisons with competitors, detailed reviews, and best practices. This strategy leads to higher engagement, more traffic, and better conversions.

The power of addressing customer questions

Customers appreciate transparency. When you provide clear and honest information, they are more likely to trust your brand. Your transparent information can cover a range of topics, including why they might consider or avoid your services. Embracing openness, even when uncomfortable, sets you apart and fosters loyalty.

When you address what customers are asking, you show that you care about their concerns and needs. This is the core idea behind Sheridan's book. Focus on answering the most pressing questions your customers have; be open and willing to educate. They will be more likely to trust and stick with you as a result. 

For example, if your customers frequently ask about pricing, create content that explains it clearly. If they are concerned about potential issues with your products or services, talk openly about those issues and how you address them. Transparency and education are essential. This approach sets your company apart and builds long-term relationships with your audience.

Key types of content to drive engagement

Sheridan identifies five key types of content that drive traffic and engagement. Let's break them down:

1. Transparent pricing

Customers want to know how much things cost. Even if you can't provide exact numbers, give a clear idea. Explain how your pricing works, what factors affect it, and any additional costs involved. This openness builds trust.

2. Discussing potential issues

No product or service is perfect. Talk about potential problems openly and explain how you handle them. Addressing flaws honestly builds credibility and shows you are trustworthy.

3. Honest comparisons

Customers often compare products or services. Help them by creating content that compares your offerings with your competitors’ options. Be honest and highlight both strengths and weaknesses to help them make informed decisions.

4. Detailed reviews

Share reviews of your products or services. Include good and bad reviews to help potential customers see the real-world applications and benefits, as well as any limitations.

5. Industry best practices

Create guides that showcase the best practices in your industry. This positions you as an expert in your field and provides valuable insights to your audience. "Best of" lists and how-to guides are great ways to engage readers.

Using these types of content can boost your engagement and build a loyal customer base.

Embracing radical transparency

Radical transparency can seem scary, but it's a game-changer. Being open about topics that others avoid, like the downsides of your offerings, helps you stand out. If your product or service isn't a fit for everyone, say so. Explain who would benefit most from it and who might not.

It might feel uncomfortable to discuss why a customer might want to choose a competitor's product, but this honesty can build deep trust with your audience. By being transparent, you assure potential customers that you have their best interests in mind and have nothing to hide.

Building a company-wide content culture

Content marketing should involve the whole company, not just the marketing department. Each team interacts with customers in different ways, providing unique insights into their questions and pain points. When sales, customer service, and marketing teams collaborate, content can become richer and more effective. 

Empowering subject-matter experts within your company to create content is a key step. Your experts can write blog posts, speak in videos, or provide other forms of insight that resonate with your audience. The result is a cohesive and relatable content strategy that truly addresses customer needs.

By focusing on answering customer questions with transparency, you can strengthen your content marketing strategy, provide value to potential buyers, and deepen your audience’s trust.

The Axia Public Relations team is here to help you craft content that carries the right style and tone. To learn more about how we can help you improve your messaging, book a no-obligation consultation or contact us at 888-PR-FIRM-8 today.