Whatever you get asked about a lot isn’t just a new thing to add to your FAQs section. It isn’t just about creating a stock response like many of my community management clients work with me on. And it isn’t just your clients whining.
It means a) you’re not giving enough info b) it’s not easy to find or understand c) you’re giving such valuable info that people consider you the go-to person for more of it.
Which are you?
Either way, this means something. You’re being handed this pillar content idea on a plate that you can even monetise in the form of a product or service.
Your audience are telling you their pain points and goals. They’re giving you validation for your market research. They’re saying “hey, I’ve heard you know stuff about this – can you help me?”
It’s time to run with it.
This is something my content marketing clients and I delve into – we look at what they’re being asked directly, what they’re being asked indirectly, what their ideal clients are asking others (in Facebook Groups, on Quora and what they’re searching for on Pinterest/Google). Then we deep dive into each of these to consider what else this means their audience is struggling with or wants more of. We bridge the gap and really listen.
So much is out there right in front of us, we’re just not paying enough attention.