"What should we be creating content about?”
This is one of the most common questions we hear as companies begin their journey with inbound. To best answer it, we want to share a story.
After six months of publishing between four and five pieces of content a week that sought to answer the most common questions potential River Pools buyers had, Marcus Sheridan performed a deep-dive analysis of how their content was performing. Specifically, he wanted to see if there were any patterns as to which pieces of content were the highest-performing drivers for their business.
Through his analysis, he found there were five distinct categories of blog article topics that rendered the greatest amount of website traffic, lead conversions, and sales:
- Pricing and cost
- Versus and comparisons
- Best in class
In our experience, these topics (which we call “The Big 5”) have shown, time and again, to drive the best results for businesses in a way that transcends all industries -- B2B, B2C, nonprofit, and everything in between.
However, there is a paradox that exists with The Big 5.
As buyers, we are obsessed with finding answers to the questions that fall into those five categories, more than any other. But as companies, we often want to completely avoid addressing the topics that fall into those categories, more than any other.
Talking about our problems, pricing, etc., makes us uncomfortable. Your challenge as you work through this playbook is to put aside that discomfort.
In the following steps, we will show you how to effectively address each of The Big 5 topics, but you will only see the results you’re looking for if you fully embrace the role of the teacher, answering any and all questions as honestly and thoroughly as possible.