Imagine reaching the people in your target audience who are on the brink of making a purchase. They are warmer leads who are more likely to convert into customers. And, one way to attract more of them is to focus on Buyer Asked Questions—or BAQs—in your content marketing.
FAQs vs BAQs
[Meghan] In the past, we touched on using frequently asked questions (FAQs) as a lifeline for quick content ideas. And that’s still solid advice!
But, here’s the kicker—FAQs are popular. Everyone’s focusing on them, so breaking through the noise is rough, especially in SEO and with AI generated content everywhere.
[Theresa] If you’re answering the same questions everyone else is, you’re just part of the noise, you know? To be the expert in the room, you’ll need to dig deeper to focus on the niche questions that buyers and customers are asking.
In the process, you’ll position yourself as an authority who is more experienced in your field. THIS will make you stand out!
[Meghan] That brings us to something I’ve dubbed B-A-Qs—Buyer Asked Questions. Think of these as FAQs’ smarter, more specialized cousins. These are the questions that your potential customers are itching to have answered before they hit that ‘buy’ button.
[Theresa] I really like this twist, Meghan. People have different considerations throughout the buyer’s journey. Yanno?
[Meghan] So, if you can zero in on the concerns, challenges, or obstacles your prospective customers have—especially as they move closer to making a purchase—you’ll meet them where they are in the buying journey and move them along to the next stage.
[Theresa] In the early stages of the buying journey, the questions are basic and general. But as people get closer to making a purchase decision, their questions become more specific, more nuanced.
And, that’s where you swoop in with your expert advice and answer those more detailed BAQs.
The Power of Intent
[Meghan] Let’s get personal for a minute. On my website, I’ve got content that tackles FAQs like, “What is content marketing?” and “What is content strategy?” Are these topics important? Absolutely. But, let’s be honest: I’m not going to outrank industry giants like HubSpot or Semrush.
However, these broad topics still have a place in my content. Why? They establish topical authority and send clear signals to Google about what I specialize in. Plus, my audience does expect to find answers to these basics on my site.
[Theresa] I’m on the same page. My content includes topics like, “What is shiny object syndrome?” and “How does time blocking work?” These are essential for educating my audience. However, they don’t usually attract those ready-to-act leads.
[Meghan] True. This is where intent comes into play. BAQs can give you an edge. They’re designed for an audience that’s already in-the-know. People who are actively looking to solve a problem. These folks are not just browsing. They’re on a mission to make progress right now.
[Theresa] That’s the jackpot, right there! When you tap into BAQs, you’re essentially putting out a welcome mat for warmer leads. You’re attracting people who are primed and ready to take action.
Real-Life BAQs: Your Guide to Warmer Leads
[Meghan] Bingo!
Now, let’s get more specific and give you some real world examples. If someone is teetering on the edge of hiring a coach like Theresa or a consultant like myself, they’re pondering questions such as:
- How do I know I need a coach or a consultant?
- What does a marketing consultant do?
- What outcomes can I expect from a productivity coach?
- Are there things I should do before hiring a marketing consultant?
- Why is coaching the next step I should take?
- What happens if I don’t get help from a consultant?
[Theresa] Obviously, those BAQs are tailored to our professions. Your job is to dig into the psyche of your own audience. Think about their emotional triggers, hesitations, and burning curiosities before they become loyal customers.
[Meghan] As a seasoned professional, you know this information well. You’re zeroing in on context and buyer intent. This is so much more effective than churning out generic content that anyone could create.
Plus, you’re essentially holding your lead’s hand to guide them towards making a purchase.
Our BAQs
[Theresa] We both have BAQ-type blog content on our websites. I have posts on:
- Productivity coaching: what it is and how it can help
- Group coaching vs individual coaching
- Signs you need virtual coworking
These posts directly address the questions people have when they’re deep into the decision-making process—whether to hire me or join one of my programs.
[Meghan] And, I’ve also honed in on BAQs in my content. I’ve tackled topics such as:
- Benefits of working with a content marketing consultant
- Things to do before hiring a content marketing consultant
These are inspired by real conversations during my consultation calls. Why not turn those real-life interactions into compelling content?
[Theresa] Yep! This is strategic content marketing aimed at lead generation. I love it! And, let’s face it: it’s a way more effective use of your time than writing about random content topics.
About BAQs and SEO
[Meghan] So, here’s the deal: BAQs aren’t usually the search terms that everybody is googling. You’re zeroing in on topics that aren’t necessarily going to pull in the masses.
[Theresa] While that may be the case, think of it as quality over quantity. There may be fewer visitors but they will be ultra-targeted. You know, the people who are more likely to take the next step and subscribe to your emails or, even better, become customers.
[Meghan] Yes! Case in point—one of my BAQ articles has become a top-performing page. Sure, it only gets about 20 visits a month, but these visitors spend over a minute reading it. That’s a sign that they’re ACTUALLY reading the content.
Plus, the post specifically talks about the advantages of hiring a content marketing consultant. So, guess what? Those 20 visitors are miles closer to being hot leads compared to the thousands attracted by a generic FAQ like “What is content marketing?”
[Theresa] The takeaway? Always gauge interest and intent. Ask yourself, “Will this topic draw in folks who are not just interested, but actually primed to make a purchase?” That’s what today’s discussion is all about: getting more interested leads!
[Meghan] If your content aligns well with your business goals and is growing your business, don’t get too hung up on SEO metrics.
The truth is, I’d much rather have a website that consistently attracts quality leads than one that gets 10,000 monthly visitors but zero conversions.
[Theresa] Same here! The numbers game isn’t everything. In this case, quality outshines quantity in the long run.
Expert Tips for Leveraging Buyer Asked Questions
[Meghan] Before we wrap up, we have a few tips for you.
1) Make it a Good User Experience
First, bundle your BAQ content together to make it easy to find and to consume, which translates to:
- a good user experience,
- better lead generation, and
- more conversions.
For instance, you could put this content into an email sequence, a YouTube playlist, and a dedicated section on your website. The aim? To guide your potential customers smoothly from intrigue to purchase. Make it a no-brainer for people to find and to digest this valuable information.
[Theresa] Now you’re talking my language! That is repurposing content, and that’s a win for marketing productivity.
2) Maximize with Repurposing
And speaking of repurposing, your BAQs and even your FAQs can be reused on social media platforms, podcast episodes, or as video content. Make your content work double-time for you. It’s all about efficiency and effectiveness!
3) Map it Out
[Meghan] Finally, carve out some time to brainstorm an awesome list of BAQs. If you get stuck, Google can be a good friend here as can brainstorming with your team. You can always also use ChatGPT or another AI tool to give you some inspiration.
[Theresa] If you have a customer service team, they may have some insight.
Another tip here is to segment your FAQs and BAQs according to the stages of the buyer’s journey. Once you’ve got an outline, start chipping away at creating the content.
My final piece of advice is to speak to your current clients and customers. Ask them what questions they had before deciding to purchase from you. And what made them say yes.
Then keep all of this information together in a spreadsheet or in your project management tool so they are easy to find again.
[Meghan] Be sure to work these questions or themes into your content strategy and content calendar. This type of planning ahead makes a big difference in your success, especially if you’re doing content marketing on a budget.
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