IRL worked example: The first question to create killer content that sells

Updated: Apr 24

We'll take an example, asking the first question to create all the baseline content you are going to need to get started.

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SET THE SCENE: This gives you guidance on your pillar content; and will provide you direction for further research, resources, and contributors for your campaign.


Question 1: What is the number one challenge facing our industry in the next 12 months? Why is that?


In our worked example, your director responds, saying that the number 1 challenge facing your industry is climate change.


Now you've know where you are heading and can start to build up your strategic direction. You want to become an authority on the subject, and prepare products and services to grown your business on this subject. If it's a number 1 challenge, there will be lots of businesses searching out your expertise and solutions.

What can you do with the response to question 1?

  • Guide your next questions, probing for further information

  • Conduct a marketing audit to understand which resources you currently have, in an effort to refresh, repurpose and sweat that asset

  • Use it as a topic guide to direct all your searches, for example on Google, you can build up your content pillar with these 3 tips:

  1. Generating related topics using google search bar predictive text

  2. Featured snippet "people also ask" brings up commonly asked questions

  3. Scroll down to the bottom of your results screen for related searches

Look for the next blog in the series to learn more about Question 2 - the Macro question. What purpose does it serve and why is it so damn important?






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