It's a tale as old as time. You marketing team is putting in the hours, churning out "great" content, and doing everything the so-called inbound marketing experts recommend, but the leads just aren’t coming in—or worse, they’re coming in but stalling out before they convert, because they aren't a good fit for your business. It's more than just frustrating. When your marketing becomes a money pit rather than a profit center, you've got a recipe for growth disaster on your hands.
Watching all your hard work yield little to no results, knowing your revenue goals are slipping further out of reach. The clock is ticking, and you’re left wondering: What’s missing? Why isn’t your content connecting with your audience and driving the sales you need?
If you’re feeling this pressure, believe me, you’re not alone.
As a growing business today, it’s easy to feel like you’re spinning your wheels, putting out content that seems to do absolutely nothing for your business.
Even though you’re answering your prospects’ questions in your content, it's still not connecting. And that’s frustrating, right? Because you’re doing what you’ve been told to do, but it’s not getting the results you need to move the needle. The pain of not seeing a return on your marketing investment can be real, hitting both your business goals and your morale.
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But here’s the good news—there’s a better way, a strategy that flips traditional content creation on its head and focuses on what really matters: your audience’s questions. This approach, known as "They Ask, You Answer," has been a game-changer for me and countless others. And trust me, if you’re ready to engage your audience on a deeper level, drive more qualified leads, and see real results from your content, then you need to keep reading.
In this article, you’ll learn:
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What They Ask, You Answer is and why I'm a huge fan of it as an approach to inbound.
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How to identify the exact questions your audience is asking and why this is the key to creating content that truly resonates.
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The importance of transparency and honesty in answering those questions, and how this approach builds trust with your audience.
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Step-by-step guidance on how to implement the "They Ask, You Answer" strategy in your own marketing efforts, regardless of your industry.
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Tips for optimizing your content to ensure your answers reach the widest possible audience.
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The long-term benefits of this approach, including shortened sales cycles, increased authority in your industry, and higher conversion rates.
By the end of our time together, you’ll have a clear roadmap for transforming your content strategy and driving the results you’ve been working so hard to achieve. So let’s dive in!
What Is They Ask, You Answer?
In a nutshell, They Ask, You Answer is all about turning your content creation process upside down. Instead of pushing out marketing content you think your audience might like, you start by listening—really listening—to the questions your prospects and customers are already asking. That means your sales team gets involved in the process, which makes your content immediately relevant and helpful in the sales process.
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And then, you answer those questions honestly in your content, transparently, and without holding anything back. It’s about being human, being helpful, and building trust. When you do this, you’re not just creating content; you’re positioning yourself as the go-to expert in your field.
But does They Ask, You Answer actually work? In my extensive experience, abso-frickin'-lutely!
My Story with They Ask, You Answer
"They Ask, You Answer" isn’t just another marketing tactic—it’s the foundation of everything I do in content marketing. But I didn’t stumble across this in a textbook or at some conference. This approach comes straight from the trenches, born out of a real-life experience that changed everything for me. Back in 2014, I got a call from Marcus Sheridan—the guy who literally wrote the book on They Ask, You Answer.
That call changed my life, as it led me to start working at what was then called The Sales Lion, which eventually merged with IMPACT.
A little throwback with the original boys from The Sales Lion!
At the time, Marcus was out there teaching workshops on this revolutionary concept, and I was on the other side, helping people with HubSpot, marketing measurement, and integrating They Ask, You Answer into their inbound strategies. Even before the book came out, we were seeing amazing success with our clients. That’s when I knew this approach was something truly special, and it’s been at the heart of my work ever since.
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So, why is data hygiene so important? Well, clean data is the foundation for making informed business decisions and optimizing your marketing strategies.
Real-World Example of They Ask, You Answer Results
Back in 2008, Marcus Sheridan’s pool business, River Pools and Spas, was on the brink during the recession. His company was struggling, and he needed a way to save it. So, he took a bold step: instead of pushing traditional sales tactics, Marcus started listening to his customers' biggest questions.
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One of the most common questions was, "How much does a fiberglass pool cost?" Now, most companies might shy away from directly answering this, thinking it could scare potential customers away or give an advantage to competitors. But Marcus did the opposite. He created a blog post that openly addressed this question, breaking down the costs, explaining the factors that influence pricing, and even comparing fiberglass pools with other types of pools on the market.
The results? By being transparent and providing the information his customers were actively searching for, Marcus didn’t just earn their trust—it helped him save his business. That single blog post became one of the most visited pages on his website, driving a massive amount of traffic and revenue for his business. But more importantly, it positioned River Pools and Spas as the go-to authority in the industry. People trusted them because they were willing to answer the questions that others avoided.
The strategy that was born out of necessity during a crisis became a core principle of successful inbound and content marketing. But the beauty of They Ask, You Answer is that it works for everyone, not just folks in the pool industry. Whether you’re in software, professional services, e-commerce, or any other field, your audience has questions. And when you step up and answer those questions better than anyone else, you become the trusted expert they turn to.
How to Get Started with They Ask, You Answer
Not only do our friends at IMPACT have tons of They Ask, You Answer resources to help you jumpstart your own They Ask, You Answer inbound program, we've also put together this handy They Ask, You Answer guide to empower you in your journey.
But at a high-level, here's how you get going with They Ask, You Answer, just like the pros:
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Start by digging into your audience’s most burning questions: Let’s kick things off by really getting to know your audience. This isn’t just about guessing what they might want to know—it’s about truly listening. Dive into your emails, review those sales calls, and pay close attention to customer service chats. Don’t skip social media; it’s a goldmine for understanding what’s on your audience’s mind. The goal is to create a master list of the questions they’re asking, the ones that keep them up at night. These questions are your roadmap for your content strategy.
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Create honest, detailed, and diverse content: Now that you’ve got your list, it’s time to get to work. Your mission? Answer those questions in the most honest and thorough way possible. This isn’t the time for fluff or vague responses. We’re talking blog posts, videos, podcasts, and even infographics—whatever it takes to get the message across. And hey, don’t shy away from the tough stuff. If there are downsides to what you’re offering, put them out there. Your honesty is what builds trust, and trust is what turns prospects into lifelong customers.
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Hire a content manager to keep everything on track: As your content strategy grows, you’ll need someone to keep all the moving parts in sync. This is where a content manager comes in. Think of them as the conductor of your content orchestra, making sure everything is aligned, on time, and hitting the right notes. They’ll manage your editorial calendar, coordinate with your team, and ensure that every piece of content is not only high-quality but also aligned with your business goals.
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Make video a priority, and hire a videographer to do it right: If you’re serious about connecting with your audience, video needs to be at the forefront of your strategy. But let’s face it, DIY videos can only take you so far. To truly stand out, consider hiring a professional videographer. A videographer will help you create high-quality, engaging videos that resonate with your audience. From explainer videos to customer testimonials, and even behind-the-scenes content—video is a powerful way to bring your content to life and deepen your connection with your audience.
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Optimize for both search engines and real people: Creating awesome content is just the beginning. You’ve got to make sure it’s easy to find. That means optimizing for search engines with the right keywords, but also making sure your content is user-friendly. Use clear headings, bullet points, and short paragraphs to keep things digestible. And please, make sure your website is fast, mobile-friendly, and has clear calls to action. The goal is to make it as easy as possible for people to consume your content and take the next step.
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Promote your content far and wide: Don’t just create content and hope people find it—get out there and promote it! Share your content across all your social media channels, include it in email newsletters, and consider using paid promotions for those high-value pieces. Repurpose your content to fit different platforms—turn a blog post into a series of social media updates, or a video into a podcast. The more ways you can get your content in front of your audience, the better.
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Measure what matters, then refine and repeat: Publishing content is just the start—you need to track how it’s performing. HubSpot has powerful reporting capabilities. Use analytics to see what’s working, what’s not, and where there’s room for improvement. Look at metrics like page views, time on page, and conversion rates. And don’t be afraid to tweak your strategy based on what you find. Content marketing is a marathon, not a sprint, so keep refining your approach to get the best results.
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Build a content culture within your team: Finally, remember that They Ask, You Answer isn’t just a marketing strategy—it’s a company-wide philosophy. Get your whole team involved, from sales to customer service. Encourage them to share the questions they hear most often, and make content creation a collaborative effort. When everyone’s on the same page, your content strategy becomes more powerful and more effective.
Remember, They Ask, You Answer is an ongoing commitment you make to truly listening, creating, and engaging with your audience. The more you invest in understanding and addressing their needs, the stronger your relationship with them will become—and the better your results will be.
They Ask, You Answer + the Power of Listening
Let me leave you with one final thought—something I’ve learned over years of working with hundreds of clients, diving deep into their inbound marketing challenges, and helping them turn things around. The real power of They Ask, You Answer lies in its simplicity, yes, but more than that. What makes They Ask, You Answer downright magical is the art of listening.👂
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And I’m not just talking about hearing what your customers are saying—I’m talking about truly listening to your customers, understanding them, and responding in a way that meets them where they are.When you take the time to genuinely listen to your audience—when you stop guessing at what they might need and start addressing their real, pressing questions—you’re not just creating content. You’re building bridges.
You're building your own foundation of trust.
And let me tell you, trust is everything.
Yes, Trust Still Matters Big Time
Trust is what keeps customers coming back, what turns a one-time buyer into a lifelong advocate. It’s what makes your brand stand out in a sea of competitors. When your audience feels heard, they feel valued. And when they feel valued, they trust you. And trust me (ha!), when you have their trust, the sales will follow naturally. Your sales team is going to love you for it because you’re not just handing them leads—you’re handing them relationships that are already halfway down the funnel.
Listening is about staying curious, staying engaged, and constantly refining your approach based on what you’re hearing from your audience. The market changes, customer needs evolve, and the questions they’re asking today might not be the same ones they’re asking tomorrow. That’s why listening is a skill you need to keep honing, day in and day out.
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So, what are you waiting for? Start listening to your customers’ questions—really listening—and let them guide your content. Trust me, you’ll be amazed at the difference it can make. You’ll see the impact in your traffic, your leads, and most importantly, in the relationships you’re building with your audience. And when those relationships start turning into sales, you’ll know you’re doing something right.
And remember, you’re not in this alone. If you ever need more insights or a little help along the way, you know where to find me—right here at Sidekick Strategies. I’m here to help you navigate this journey and make the most of every opportunity to connect with your audience.
Until next time, keep being a happy, helpful, humble human, and don’t forget to do some happy HubSpotting along the way. Listening, after all, is the first step in making your mark.
George B. Thomas
